PowerPoint Presentation:

The Taste of India Branding Strategy

History:
History Amul came into being as a consequence of a revolution Kaira District Co-operative Milk
Producers Union Limited, Anand was formally registered on December 14, 1946 The Kaira
Union began pasteurizing milk for the Bombay Milk Scheme in 1948 By the 1950s it was amply
clear that the future lay in manufactured dairy products Amul responded by embarking on a wide
range of dairy processing activities Amul kept on adding products and challenging established
giants like Polson, Nestle and Glaxo On all of these occasions Amul not only displayed feats of
resilience but in fact came out much stronger than ever before

Over The Years:
Over The Years In 1965 The National Dairy Development Board (NDDB) was established at
Anand to replicate the Amul model throughout the country As district unions multiplied, Kaira
Cooperative recognized the benefits of a marketing federation and thus the Gujarat Cooperative
Milk Marketing Federation (GCMMF) was established in 1973 GCMMF commenced marketing
on April 1, 1974 under the single brand name of Amul In 2012, Amul posted sales of Rs 11,670
crore for the year ended March 2012, almost 55% more than Nestle India's Rs 7,541-crore sales,
its nearest competitor Amul now wants to go global to join Nestle, Danone , Lactalis and
Fonterra as one of the world's largest milk product makers

Organization Structure:
Organization Structure 1st Tier -- Primary village Co-operative Society 2nd Tier -- District
Union 3rd Tier -- The State Federation

Organization Structure:
Organization Structure Milk and Milk Products Market State Milk Federation District Milk
Unions Village Dairy Cooperative Societies Sales Revenue Sales Revenue Bonus Dividend on
Shares Addl. Price Difference Rural Health Schemes Vet. & Animal Husbandry Services Cattle
Feed GCMMF in Gujarat 17 District Unions in Gujarat 16,117 VDCs in Gujarat 3.18 million
producers in Gujarat 22 State Fedns . in India 177 District Unions in India 15.0 million producers
in India 1,44,246 VDCs in India Member Producers Profit Profit

Organization Structure:
Organization Structure Advantages of the Anand Pattern Establishment of a direct linkage
between milk producers and consumers by eliminating middlemen Milk Producers (farmers)
control procurement, processing and marketing Professional management

Product Mix:
Product Mix Document >>

Consumers:
Consumers Products Considered Amul Gold Amul Taaza Amul Slim n Trim Amulya
Condensed Milk Amulspray Amul UHT Gold Amul UHT Taaza Amul UHT Lite Amul Butter
Amul Lite Amul Ice-cream Amul Beverages Segmentation Variables Geographic Demographic
Psychographic Behavioral Document >> Segmentation

Consumers:
Consumers Need Recognition Information Search Evaluation of Alternatives Purchase Post-
Purchase Evaluation Buying Decision Processes Explained through Amul Butter and Amul Lite
Document >>

Competitors:
Competitors Competitors Considered Mother Dairy Keventer Nestle Hindustan Unilever Parag
Milk Foods Tata Global Beverages Baskin Robbins Vadilal Cadbury Britania Zydus Cadila
Continental Milkose (India) Products Considered Packet Milk UHT Milk Powdered Milk Bread
Spread Chocolates Ice Cream Beverages Document >>

Competitors:
Competitors COMPETITORS PRODUCT QUALITY CUSTOMER AWARENESS PRICING
PRODYCT AVALABILITY ADVERTISING PRODUCT RANGE AMUL E E E VG VG E
MOTHER DAIRY G VG VG G A G PMF PVT. LTD. VG A VG A G E NESTLE E E VG VG
E VG HUL VG E VG E G VG CADBURY VG E VG E E VG Summarized overview of the Key
Success Factors of AMULs key competitors: The parameters defined above are qualitative,
ranging from Poor to Excellent, where P: Poor, A: Average, G: Good, VG: Very Good, E:
Excellent