1. AMUL – Taste of India World's Biggest Vegetarian Cheese Brand World’s Largest Pouched Milk Brand December 13, 2011

2. December 13, 2011 Presented By Ajay Kumar Gupta (R. N.- 06) Brijesh Kumar (R. N.- 81) Ajay Bahadur Yadav (R. N.- 05) PGDM(2008-10),ICBM-School of Business excellence, Hyd, India AMUL – Taste of India

5. Reasons for Success Success!! December 13, 2011

7. Amul - Business Model Every day Amul Collects 7 million liters of milk from 2.6 million formers, converts the milk into branded, packed products and delivers goods to over 5,00,000 retail outlets across the country. Its supply chain one of the most complicated in the world. December 13, 2011 RAW MILK Dried Skimmed Milk Powder Packaged Milk Ice cream Beverages Condensed Ghee Butter Cream pasteurization

9. Industry Analysis : Porter’s 5 Forces December 13, 2011

14. Customer Based Market Segmentation Kids Women Calorie Conscious Health Conscious Youth Amul Kool, Chocolate, Milk Nutramul Energy Drink, Amul Kool Millk Amul Calci + Utterly Delicious Pizza Amul Pizza Cheese Amul Cheese Spread Amul Lite, Sagar Skimmed Milk Powder, Amul Lite Slim and Trim Milk Nutramul, Amul Shakti Health Food Drink December 13, 2011

15. Industry Based Market Segmentation Milk Butter/Cheese/Ghee Ice-cream Manufacturers Restaurant/Food Chains Bakery & Confectionaries Pizza Retailers Snacks Retailers Coffee Shop Chains December 13, 2011

16. Amul Competitors December 13, 2011 Product s/Brands Competitors Butter Britannia, Nestle Cheese Britannia Baby Food Nestle, Heinz Dairy Whitener Segment Britannia, Nestle Ice creams HUL Chocolates & Confectionaries Cadbury, Nestle Pizza Pizza Hut, Dominos, Nirulas Frozen Pizza Curd Nestle, Mother Dairy Ultra High Treated Milk Britannia, Nestle Sweet Condensed Milk Nestle Paneer Britannia Milk Additives Cadbury, Smithkline Beecham Flavored Milk Britannia, Nestle

17. Amul – Product Portfolio December 13, 2011 Category Market Share Market Position Butter 85% 1 Milk Powder 40% 1 Cheese 50% 1 Ice-cream 24.75% (HUL-28.22%, Mother Dairy – 8.66%) 2 Sweets 50% 1 Chocolate Drink 90% 1 Chocolate 10% (Cadbury- 70%) 3

28. Amul’s Product Diversification December 13, 2011

31. December 13, 2011

34. What more can Amul do? To improve further Amul can try out the following ideas: I) Amul can venture out on new products like Toned milk, Condensed milk that can be used for sweets, Baby food products, II) There are certain product like Amul basundi, gulab jamoon, choclates etc which are not as popular as Amul ice cream. Amul must try to understand the cause of this through thorough market research and work on improving these products III) Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by advertising through the media viz cable channels and newspapers. Sponsoring shows in TV, sports events can be of great help. December 13, 2011

35. WHY AMUL Physique : Taste, Quality Personality : Simple, Indian Self-Image : Proud Indian, Fun loving Reflection : Value Oriented Culture : Co-operative, Sharing Relationship : Sociable

36. Thank You