1. CASE STUDY ON
AMUL
BY - G. SAI VENKATESH
GUIDED BY – DR.ASHAMAYEE MISHRA

2. ANAND MILK UNION LIMITED
{AMUL}
 Formed on 1946 at Anand Dist in the state of Gujarat,India
 Amul has suprred the white revolution of India which has
made the largest producer of milk and milk products.
 It also the worlds biggest vegetarian cheese brand

3. INTERNATIONAL SPREAD
 Amul has entered overseas market such as UAE,USA,
Bangladesh, Australia Chaina, Singapore, Hongkong and few
SOUTH African countries.
 It bids to enter Japanese market in1994 but had not
succeeded,but now it has been flooding the Japanese market.

4. HISTORICAL BACKGROUND OF
AMUL
 Amul’s birth is indelibly to the freedom movement in India
 The first amul comparative was the result of farmers.
 Sardar Vallabhbhai Patel vision to organise farmers.
Dr. Verghese kurien who founded amul.

5. THE AMUL MODEL
 The amul model of diary development is a three tired
structure with the dairy cooperative societies at village level
federated under a milk union at the district level

6. Availability of the Products
Amul has been trying to make the products available to its customers easily. In this
context they have opened Amul Parlours so that its products are available to its
customers under one roof. From the survey it has been deducted that although Amul
is doing all such efforts but still the availability has increased in western parts of India
and in Metros but still rest of India these parlours have a problem of Non-availability
due to which they are not able to meet the consumers demand. Amul must increase
its milk production base and processing capacity so that they are able to meet the
growing needs

7. supply chain management

8. Consumer based market segment

10. Reason for its success
• Taste and Trust
• Easy availability
• Product diversification
• Use updated technology
• Promotion
• Prising startergy