c


By-
Raghav seth
0911629
INTROD
TION


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 cNSDIFFRNTTHINGSTO
DIFFRNTO J

To a milk producer ² A life enriching experience

To a consumer ² Assurance of having wholesome milk
To a mother ² A reliable source of nourishment for her child
To the country ² Rural development and self reliance

As we know that Amul is very big organization and market leader in

dairy products. It has maximum market share in Milk, Butter, Cheese
& Ice-Cream which are its main/core products. But in case of local
market like Pune the Amul milk is not a popular product as compared
to other Amul Products. With the help of research, company can find
out its week points in Milk product and can increase its market share
through rectify mistakes. People have believed in Amul·s product and
they will accept it also if effective actions were taken.

In the year 1946 the first milk union was established. This union was
started with 250 liters of milk per day. In the year 1955 AMUL was
established. In the year 1946 the union was known as KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS· UNION. This
union selected the brand name AMUL in 1955.
The brand name Amul means ´AMULYAµ. This word derived form
the Sanskrit word ´AMULYAµ which means ´PRICELESSµ. A quality
control expert in Anand had suggested the brand name ´AMULµ.
Amul products have been in use in millions of homes since 1946.
Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream,
Nutramul, Amul Milk and Amulya have made Amul a leading food
brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is
a symbol of many things like of the high-quality products sold at
reasonable prices, of the genesis of a vast co-operative network, of the
triumph of indigenous technology, of the marketing savvy of a
farmers' organization. And have a proven model for dairy
development (Generally known as ´ANAND PATTERNµ).

In the early 40·s, the main sources of earning for the farmers of Kaira
district were farming and selling of milk. That time there was high
demand for milk in Bombay. The main supplier of the milk was
Polson dairy limited, which was a privately owned company and held
monopoly over the supply of milk at Bombay from the Kaira district.
This system leads to exploitation of poor and illiterates· farmers by
the private traders. The traders used to beside the prices of milk and
the farmers were forced to accept it without uttering a single word.

Over the years, Amul's advertising philosophy had been "to be

simple, fresh and innovative". The clean, emotion-based ads refrained
from using hi-tech special effects, and aimed at maintaining the
perfect balance between the traditional and the modern.
S
cRY

Amul was formally registered on December 14, 1946. Dr Verghese

Kurien is recognized as the man behind the success of Amul.

The 'Amul revolution' started as awareness among the farmers, grew

and matured into a protest movement that was channeled towards
economic prosperity. Over five decades ago, the life of a farmer in
Kheda District was very much like that of his/her counterpart
anywhere else in India. His/her income was derived almost entirely
from seasonal crops. The income from milk buffaloes was
undependable. Private traders and middlemen controlled the
marketing and distribution system for the milk. As milk is perishable,
farmers were compelled to sell it for whatever they were offered.
Often, they had to sell cream and ghee at throw-away prices. In this
situation, the private trader made a killing. Gradually, the realization
dawned on the farmers that the exploitation by the trader could be
checked only if marketed their milk themselves. Amul was the result
of that realization.

The Kaira Union began pasteurizing milk for the Bombay Milk
Scheme in June 1948. By the end of 1948, more than 400 farmers
joined in more Village Society, and the quantity of milk handled by
one Union increased from 250 to 5,000 liters a day. The success of
Amul was instrumental in launching the White Revolution that
resulted in increased milk production in India. It is termed as
"Operation Flood" by Amul.

Currently Amul has 2.41 million producer members with milk

collection average of 5.08 million litres/day. Amul's sales turnover in
2004-05 was 672 million US $.

The advertising is very common among people. It attacks many

people as it connects with them very well. It always talks about the
happening around. The mascot is a girl with polka dots and a bubbly
face.
But due to lack of proper advertisement people in Mumbai dint
know about Amul .Therefore the company thought of better mode of
communication and started advertising at the back of the autos in
Mumbai so that it becomes familiar with the public.

SWOT

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1. The company is having Indian origin thus creating feeling of
oneness in the mind of the customers.

2. It manufactures only milk and milk products, which is purely

vegetarian thus providing quality confidence in the minds of the
customers.

3. It is aiming at rural segment, which covers a large area of loyal

customers, which other companies had failed to do.

4. People are quite confident for the quality products provided by

Amul.

5. Amul has its base in India with its butter and so can easily promote
chocolates without fearing of loses.

6. The prices of chocolates of Nestles are comparatively cheap as

compared to other companies.




 

1. There are various big players in the chocolate market, which acts as
major competitors restricting their growth.

2. Lack of capital invested as compared to other companies.

3. Improper distribution channel in India.


 

1. There is a lot of potential for growth and development as huge
population stay in rural market where other companies are not
targeting.

2. The chocolate market is at growth stage with very less competition

so by introducing new brand and intensive advertising there can be a
very good scope in future.


 

1. The major threat is from other companies who hold the majority
share of consumers in Indian market i.e. Cadburys and Nestle.

2. There exists no brand loyalty in the chocolate market and

consumers frequently shift their brands.

3. New companies· entering in Indian market like Fantasie fine poses

lot problems for Amul.







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ÀÀ
Amul comes under stars as it has high profit margin and it keeps
up with its name .It is highly recognized with people for its brand
name and its quality. people trust the company for its production.



 ISTONScHID:-
¯ GCMMF bags APEDA AWARD for 11th year in a row
¯ Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy
Summit
¯ Ramkrishna Bajaj National Quality Award-2003
¯ Amul - The Taste Of India (Gcmmf)Receives International Cio
100 Award For Resourcefulness
¯ Rajiv Gandhi national quality award-1999

High growth, High market share

¯ Stars are leaders in business. They also require heavy
investment to maintain its large market share.
¯ It leads to large amount of cash consumption and cash
generation.
¯ Attempts should be made to hold the market share otherwise
the star will become a cash cow.