Presented by:

Gaury Marathe
(26)
Shamolee More
 AMUL means “priceless” in Sanskrit. The
brand name “AMUL,” from the Sanskrit
Amoolya, was suggested by a quality
control expert.
 Amul was formed in 1946 by an apex co-
operative organization, Gujarat
Cooperative Milk Marketing Federation.
JOURNEY OF AMUL :

 1946 Established
Two societies collected 250 lures 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).
 1960 AMUL pioneered production of milk powder
and baby food from buffalo milk.
A CO OPERATIVE ORGANISATION
IN REAL SENSE :

 
AMUL also meets producer demand
for critical inputs like
-Veterinary services.
- Artificial insemination
- Feed.
 
AMUL sells around 400 tonnes of
cattle feed every day.
STATISTICS :

Number of Producer Members: 2.5 million

Number of Village Societies: 11,962

Total Milk Handling Capacity: 9.91 mill

ltrs/day .

Total Milk Collection: 2.28 billion

ltrs

Daily Average Milk Collection 6.3 million ltrs

Milk Drying Capacity: 511 tons /

day
 ?

Physique : Personality :
Taste,Quali Simple, Indian
ty

Relationship : Culture :
Sociable Co-operative, Sharing

Reflection : Self-Image :
Value Proud Indian, Fun loving
Oriented
Wide range of products
Demand
Margins
Affordable prices
Effective AD campaign
Distribution Network
Product Mix
Brand Image
Technical Man Power
Availability of Raw Material
Competition
 Perishability
 Lack of Control Over yeild
 Need to focus on other products as well
 Infrastructure
 Procurement Logistics
 Problematic Distribution
 Technological Developments
 Competition.
 Flexibilty in Market
 The chocolate market
 Export Potential
 Packaged sweets market
 Sports drink market
 Entry in retailing

There is a lot of potential for growth and

development as huge population stay in rural
market where other companies are not targeting.
 Local Milk Vendors
 Un organized Sector
 Adulteration
 Competition: The major threat is from other
companies who hold the majority share of
consumers in Indian market i.e. Cadburys
and Nestle.
 Difficult to expand population of milk animal.
 LIQUID FRESH
MILK
ES
T

BU
LA

T
CO

T
ER
O
CH
ICE CREAM

COMPETITION PIZZA
 Vision :liberate our farmers from economic
oppression and lead them to prosperity
 Mission 2020: dairy cooperatives of Gujarat
turnover of Rs. 27000 crores by the year 2020
 Objective: is to ensure that the maximum share
of the consumer’s rupee goes back to the milk
producers