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    Amul

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    Amit Yadav
    Amul is India's largest food brand and the world's largest pouched milk brand. It was established in 1946 and is managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF). Amul collects over 12 million liters of raw milk from farmers every day which is tested, pasteurized, standardized, quality checked, and packed. It has a cooperative business model with over 2.8 million member farmers, 10,675 village cooperative societies, and 6 million liters of daily milk collection. Amul has become successful due to its focus on quality, low pricing strategy, robust distribution network, investments in IT infrastructure and marketing strategies, and being the first mover in the market.

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    Amul

    Uploaded by

    Amit Yadav
    709 views48 pages
    Amul is India's largest food brand and the world's largest pouched milk brand. It was established in 1946 and is managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF). Amul collects over 12 million liters of raw milk from farmers every day which is tested, pasteurized, standardized, quality checked, and packed. It has a cooperative business model with over 2.8 million member farmers, 10,675 village cooperative societies, and 6 million liters of daily milk collection. Amul has become successful due to its focus on quality, low pricing strategy, robust distribution network, investments in IT infrastructure and marketing strategies, and being the first mover in the market.

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    Amul is India's largest food brand and the world's largest pouched milk brand. It was established in 1946 and is managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF). Amul collects over 12 million liters of raw milk from farmers every day which is tested, pasteurized, standardized, quality checked, and packed. It has a cooperative business model with over 2.8 million member farmers, 10,675 village cooperative societies, and 6 million liters of daily milk collection. Amul has become successful due to its focus on quality, low pricing strategy, robust distribution network, investments in IT infrastructure and marketing strategies, and being the first mover in the market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    709 views48 pages

    Amul

    Uploaded by

    Amit Yadav
    Amul is India's largest food brand and the world's largest pouched milk brand. It was established in 1946 and is managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF). Amul collects over 12 million liters of raw milk from farmers every day which is tested, pasteurized, standardized, quality checked, and packed. It has a cooperative business model with over 2.8 million member farmers, 10,675 village cooperative societies, and 6 million liters of daily milk collection. Amul has become successful due to its focus on quality, low pricing strategy, robust distribution network, investments in IT infrastructure and marketing strategies, and being the first mover in the market.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 48

    Introduction to AMUL

    Amul means Priceless Managed by GCMMF

    Exists since 1946


    Indias largest Food brand

    Worlds Largest Pouched milk brand

    1. Collection of RAW Milk

    12,22,000 ltrs of Milk collected Everyday Then sent to lab, separated from raw milk & Sent it to various cold storages @ Ahmedabad

    2. Electronic Milk Test

    With the help of EMT content of FAT and SNF (solid No Fat) is checked
    Then send it to Pasteurization

    Electronic Weighing Scale

    Methylene Blue Reduction Test

    4
    5

    Pasteurizing & Standardizing

    Quality Checking

    Packing Process

    BUSINESS MODEL of AMUL

    2.8 mn member in Gujarat 10,675 Co-op Societies 6 mn Ltrs milk collected

    Procurement of milk from the Village Dairy Arranging transportation of raw milk from the VCS to Milk Union

    Marketing of milk & milk products Establish distribution network Maintaining brand Value

    Village Co-Operative Societies

    District Level Co-operative Societies

    State Level Co-operative Societies

    GCMMF TODAY
    Sales Turnover Rs.9700 crore (2010-11)

    5000+ Wholesale Dealers

    5.5+ Lac Retailers

    Modern Format Stores

    Overseas Operations in 41 countries

    Major COMPETITORS of

    WHY AMUL?

    Physique
    Taste, Quality

    Personality
    Simple Indian

    Culture
    Co-operative, Sociable

    Self-Image
    Proud Indian, Fun Loving

    Reflection
    Value-Oriented

    PRODUCTS For KIDS & TEENS

    Amul Kool Chocolate Milk Nutramul Energy Drink Amul Kool Milk Shake Amul Chocolates

    PRODUCTS For YOUNGSTERS

    Utterly Delicious Pizza Amul Emmental Cheese Amul Cheese Spreads

    PRODUCTS For CALORIE CONSCIOUS

    Amul Lite Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk

    PRODUCTS For HEALTH CONSCIOUS

    Nutramul Amul Shakti Health Food Drink

    PRODUCTS For EVERYONE

    AMUL TAZAA(1.5 % FAT) AMUL SHAKTI(3.2% FAT) AMUL GOLD (4.5% FAT) & AMUL BUTTER & CHEEZE, GHEE & FLAVOURED MILK

    PRODUCTS For EVERYONE

    PRODUCTS For DIABITIC

    Indias First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics

    4 Ps of AMUL

    Product

    Price

    Promotion

    Place

    Promotion
    Jingle: Utterly, Butterly Delicious Mascot: Amul Baby girl Media: Newspaper, TVC, Hoardings

    Entering into New market, Fast food retail chain, started in Ahmedabad provides Varieties of Pizza, Planning to open outlets in TIER I cities like Mumbai, Delhi etc.

    Pizza @ Rs. 39

    STRATEGICAL PILLERS OF AMUL

    1. QUALITY

    2. VALUE

    FOR MONEY

    3. AVAILIBILITY

    4. SERVICE

    Industry Based Segmentation

    Industry Based Segmentation

    Logistics @ AMUL

    Logistics in collection
    Logistics in Supplying

    6 million liters of milk per day From about 10,675 separate village cooperative societies Approximately 2.8 million milk producing member.

    Storing the milk. Processing the milk. Distributing the milk.

    Reverse logistics
    MILK CHURN from dairy to VCS POUCH MILK TRAY from retailer to dairy BOTTLE from retailer to dairy DAMAGED PRODUCTS from customer to retailer then to dairy

    IT EVOLUTION
    1

    The milk collection center at village cooperative societies, were first automated. Data analysis software utilization for milk production estimation and increasing productivity The company zeroed in on ERP as means to keep pace with dynamically changing business environment TCS was hired to guide them in its implementation

    The project was named as Enterprise wise integrated application system [EIAS] VATS network between all distribution network and GCMMF

    IT EVOLUTION
    Amul has start implementation of ERP in phases.

    Automatic milk collection system units(AMCUS) at village society were installed in the first phase to automate milk production logistics

    AMCUS facilities to capture member information, milk fat content, volume collected, and amount payable to each member electronically

    Your own footer

    Your Logo

    TOTAL QUALITY MANAGEMENT

    There is improvement in quality of milk in term of acidity and sour milk Milk union records show 2% reduction in the amount of the sour milk received from the union Improved microbiological quality of upcoming raw milk in the form of methylene blue reduction This gives better shelf life to the product

    IT BENEFITS

    Radical changes in business processes eliminating middlemen


    Improved delivery mechanisms and transparency of business operations

    Due to this process, AMUL is able to collect six million liters of milk per day

    IT BENEFITS
    Huge reduction in processing time payments to the farmers from a week to couple of minute

    Movement of 5000 trucks to 200 dairy processing plants twice a day in a most optimum manner Practicing just in time supply chain management with six sigma accuracy

    IT BENEFITS

    Online order placements of Amuls products on the web

    Amul exports products worth around US$ 25 million to countries in West Asia, Africa and USA

    SWOT ANALYSIS

    SWOT ANALYSIS Strengths

    Largest food brand in India High Quality, Low Price

    Enhanced Milk Production capacity


    Vast resources Advanced Technical Equipment manpower capacity Increasing purchase power

    World's Largest Pouched Milk Brand


    Annual turnover of Rs. 9700 crore Highly Diverse Product Mix Robust Distribution Network

    SWOT ANALYSIS Weaknesses

    Risks of highly complex supply chain system Strong dependency on weak infrastructure Alliance with 3rd parties who do not belong to the organized sector Indian Roads specially for logistics facility

    Perishability of products

    Erratic power supply


    Lack of proper Infrastructure; warehousing, Trained manpower

    SWOT ANALYSIS Opportunities

    Increase the Penetration in international markets Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc innovations in product development, packaging and presentation IT support

    Presence only in Vegetation Food Market, can launch range of nonveg items

    SWOT ANALYSIS Threats

    Milk vendors, the unorganized sector Threat of Competitors Still competition from MNCs in butter Growing price of milk and milk products

    Milk adulteration Low profit margin to Retailer, risk of switching brand

    Ban on export of milk powder

    SEVERAL FINDINGS

    Low profit margin, almost all retailers are not interested in selling Amul milk

    All retailers get Amul milk from company selected distributors

    More of the activities were not communicated by distributors

    Amul dont print packaging date on pouch

    Suggestions and Recommendations


    Company should start printing packaging date on milk pouch. Consider on the supply of product in the peak season. 250 ml milk pouch should make available to retailers for selling, because lower income family has intention to buy small pouch milk. Incentives & schemes should be given to the retailers. Provide reasonable Margin to retailers as compared to competitors, this motivates them to promote companys milk and milk products

    Expansion plan
    Tie up with the Wal-Mart and, It has promised to keep Amul brand on their shelves in US

    Export is in 41 countries, now planning to export to Japan

    Plan to open 10000 Amul parlor by the end of the 2014

    Amul (Recently in news)


    Milk via milk train Tie up with Adani Logistics

    50 wagon each capacity 24k liter


    Initial transport cost was 45 crores ,reduce it to almost 36 crores by use of efficient logistics techniques

    WHY is AMUL SUCCESSFUL TODAY? Maintain Quality & Low pricing strategy

    Robust & Vast Distribution Channel

    Investment in IT infra, Mkt strategies

    First Mover Advantage, So Everybody knows that AMUL is taste of INDIA

    Prepared By:

    Yuvraj Zala Kishore Dhenge Raj Manhas Pratik Tiwari Ashish Jain Natasha Singh

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