Amul

Overview
A-Anand M-Milk U-Union L-Limited.

AMUL means “priceless

Amul – The Taste of India

Multi-dimensional impact on rural

economy and society.
 GCMMF
State level apex body of milk cooperatives in Gujarat.
Dr Verghese Kurien, former Chairman of the GCMMF.
Rated "AAA/Stable/P1+" by CRISIL.

Members: 13 district cooperative milk

producers' Union
No. of Producer Members: 2.79 million

No. of Village Societies: 13,328

Total Milk handling capacity: 11.22 million litres per day

Milk collection (Total - 2008-09): 3.05 billion litres

Milk collection (Daily Average 2008- 8.4 million litres

09):
Milk Drying Capacity: 626 Mts. per day

Cattlefeed manufacturing Capacity: 3500 Mts per day

 Competition
Products Major Competitors

Britannia Cheese, Mother Dairy

Cheese Range Cheese, Gowardhan, Kraft

Mithaee Range (Ethnic sweets) Haldirams

Mother Dairy, Nestle,
Milk Range Aarey,Gokul
Kwality Walls, Mother Dairy,
Amul Icecreams Pastonjee, Vadilal

Chocolate & Confectionery Cadbury, Nestle, Parle

 Promotional Strategy
In the initial stages, Amul Butter
had a staid and boring image.

Sylvester daCunha - The man

behind change of image.

The moppet

Friday to Friday star.

Where does Amul's magic
actually lie?
 Amul’s Supply Chain
Distribution Network
Farmers

Village Village Local Milk Sold to

Cooperative Cooperative Restaurants/Other Village &
Societies Societies (with Milk related Local
(without Chilling Chilling Units) businesses Residents
Units)

Network Milk Processing

Services Chilling Plants Union &
Veterinary Warehouses
Services
Animal Husbandry
Animal Feed Warehouses
Factory
Milk Can Producers
Agriculture Wholesalers
University
Rural Mgmt
Institute Retailers Home Delivery
Trucking Facilities Contractors

Consumers Consumers
Intelligent and Innovative Marketing

Amul follows an Umbrella Brand

International Marketing

Amul Cyberstore

Spoken Web

ATM

Amul Outlets
SWOT Analysis
 BCG Matrix
High Amul Ice-cream Amul Sweets

Business Amul Chocolate

growth Amul Cheese
Rate
Amul Butter

Low
Amul Chocolate drink

High Low

Relative Market Share

What went wrong with Amul
Pizza?
 Future Outlook

Amul plans to double to processing capacity of

our dairy plants to 20.7 million kg per day, by
2020.
Plan to expand our cattle feed manufacturing
capacity, more than four times to 12,000 MT’s
per day, by 2020.
Tapping the rising demand for new value-
added products.
 CSR Initiatives
Orientation to Distributors & Retailers

Amul Yatra

Amul Relief Trust

Care for a drink…….

Cheers!!!!!
 Any Questions???

Sherwin
Surmeet Singh Viral Rodrigues Pratik S Tanvi Vikas
Parikh Jain Kanani Bohra