Case study of AMUL

1. Case Study on Amul
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By – Saurabh Kumar and Nishant Tomar

2. 1. History
2. International Spread
3. The Karia District Cooperative Milk Production union
4. The AMUL Model
5. Three tier Structure
6. Distribution Channel
7. Reason for success
8. SWOT Analysis
9. Business Model
10.Product Mix
11.Advertisment
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Contents

3. HISTORICAL BACKGROUND OF AMUL
 Amul’s birth is linked to the freedom movement in India.
 Formed in 1946 at ANAND District in the State of GUJARAT,INDIA.
 The First Amul Cooperative was the result of a Farmers efforts.
 It was Sardar Vallabhbhai Patel vision to organize farmers.
 Dr. Verghese Kurien founded Amul.
 Amul has encouraged the White Revolution of India which has made India the largest producer
of Milk & Milk Products in the World.
 It is also the World’s Biggest Vegetarian Cheese Brand.
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4. INTERNATIONAL SPREAD
 Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,
Singapore, Hongkong and a few South African Countries.
 Its bid to enter Japanese market in 1994 but has not succeeded, but now it has fresh plans of
flooding the Japanese market.
 In August 2019, Amul became the first Indian dairy company to enter Rabobank's Global Top 20
Dairy Companies list.
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5. THE KARIA DISTRICT COOPERATIVE MILK
PRODUCER’S UNION (AMUL)
 Established in 1946 – two societies collected 250 liters of milk.
 Competed with Polson’s to supply milk to Bombay.
 1952- Bombay Government terminated Polson’s contract and signed with AMUL.
 1955- Dairy and Milk powder plant was established with aid from the United Nations Children’s
Fund (UNICEF).
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6. Conti. . .
 1960- AMUL pioneered production of Milk powder and body food from buffalo milk.
 AMUL- meets producer demand for critical inputs, veterinary services, artificial insemination and
feed.
 Today AMUL members supply more than 23 Million litres of milk per day.
 AMUL sells 9200MTs of cattle feed every year.
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7. THE AMUL MODELs
 The Amul Model of dairy development is a three-tiered structure with the dairy cooperative
societies at the village level federated under a milk union at the district level and a federation of
member unions at the state level.
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8. 3 TIER STRUCTURE
Village
Level
• 200 members
• Committee of 8-9 members
District
Level
• Board of Directors-12
• 1000 Members(approx.)
State
Federation
• Members are chairpersons of district level Co-operative & Ex-official members.
• Representative from NDDB.
• Registrar of Co-operative of the State concerned.
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9. DISTRIBUTION CHANNEL
VILLAGE
COOPERATIVE
SOCIETIES
DISTRICT MILK
UNIONS
STATE MILK
FEDERATION
MARKET
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10. REASONS FOR SUCCESS
SUCCES
Robust
Supply
Chain
Diverse
Product Mix
Technology
Strong
Distribution
Network
Low Cost
Strategy
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11. SWOT ANALYSIS
•Largest Food brand in India
•High Quality, Low Price
•Highly Diverse Product Mix
•Robust Distribution Network
STRENGTHS
•Cost of Operations
•Chocolates
WEAKNESS
•Penetrate international markets
•Diversify product portfolio to enter new product categories like processed foods, chocolates, etc.
OPPORTUNITIES
•Increasing competition in Ice-Cream Segment
THREATS 11

12. BUSINESS MODEL
Ghee
Butter
Cream
Packaged Milk
Ice-cream
Beverages
Dried Skimmed Milk
Powder
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RAW
MILK

13. CONSUMER BASED MARKET
SEGMENTATION
KIDS
Amul Kool
Nutramul
WOMEN
Amul Calci+
YOUTH
Pizza
Emmental
Cheese
Cheese Spreads
CALORI
E
CONCI
OUS
Amul Lite
Trim Milk
HEALTH
CONCI
OUS
Nutramul
Amul Shakti Health
Food Drink
Sugar Free Ice-
creams 13

14. INDUSTRY BASED MARKET SEGMENTATION
Restaurants, Coffee shop chain
Ice Cream Manufacturers
Bakery & Confectioneries,
Pizza outlets,
Snack outlets
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15. PRODUCT MIX
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MILK
TO
MAYONNAISE
COFFEE
TO
CHEESE
SPREADS
BUTTER
TO
BREAD

16. ADVERTISEMENTS
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17. 17

18. THANKYOU
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