Final AMUL TASTE OF INDIA

AMUL TASTE OF INDIA
PRESENTED BY
IIPM BATCH C1
DEEPIKA IYYAPPAN
NEELAM
DEEPIKA PATEL
INTRODUCTION
AMUL (ANAND MILK UNION LIMITED)
 Formed in 1946,is also known as
“C0-OPERATIVE
MOVEMENT IN INDIA”. it is managed by ……………
Gujarat co-operative milk marketing federation
ltd.(GCMMF).
VISION:
“liberate our farmers from economic oppression and lead
them to prosperity”
MISSION:
“dairy co-operative of Gujarat turnover of Rs
27000 cores by the year 2020”.
AN OVERVIEW……
 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 2008-09): 8.4 million litres
 Milk Drying Capacity: 626 Mts. per day
 Cattlefeed manufacturing Capacity: 3500 Mts per day

GOALS & OBJECTIVES…….
Goal ::To maximize shareholder’s value, i.e.
the wealth of the milk producers/farmers
Objectives:: Not to maximize the profit of

GCMMF, rather provide the best price for the
farmers for their milk.
“Since by the by-laws, a maximum of 12 % on the paid
share capital is paid to them as the dividend
So the price given to the suppliers is not a cost but
integral... “
GROWTH OVER THE YEAR…
•Collect as much as 195 lac kg per day.
(19.5)million of milk in the peak flush
season.
•Dairy has organized over 10,000 village co-
operatives .
•Everyday dairy collects 4,47000 liters of
milk .
•Dairy sells 400 tones of cattle everyday.
Competitors….
Amul as spread across the country as well known as
MAJOR PLAYER in dairy products.
In Gujarat there are various other dairy company who
are leading in their respective of gujarat e.g. SUMUL
(surat) Baroda dairy …etc..
Amul chocolates are quite cheaper than the other
competitors like cadbury and nestle.
Jan 2006 amul launches india;’s 1st sport drink
“STAMINA” as a competition product to coco cola and
PepsiCo.
FUTURE GROWTH PLANS….
 Milk shed areas will increase to 231 lack kg per
day.
 Expansion of the distribution network
 Creative marketing
 Consumer education
 Product innovation
 Tapping the rising demands for the new value
added products
 Amul plans to double the processing capacity of
the dairy plant to 20.7 million kg per day by 2020
PROCESSING UNIT OF AMUL PRODUCTS
MANAGEMENT FUNCTION…
Determine goals or
objective
Policy forming
Formation of plans
Co-ordination and
communication
Top management builds
and maintaining
relationship with the outside
public
MARKET SHARE AND
STATUS…
•BUTTER 85%
•MILK POWDER
40%
•CHEESE
50%
•ICE CREAM
24.75%
•SWEETS
50%
LEVEL OF MANAGEMENT…..
TOP MIDDLE LOWER

LEVEL LEVEL LEVEL
M.D :09 D.M :004 A :70
G.M:02 AM : 022 JR A:36
AGM :02 S :036 A GRADE
0066
M :14 DY S :047 B GRADE
0072
C GRADE
0206
D GRADE
0239
E GRADE
0174
F GRADE
Employee Retention….
“Employee Retention
is a process in which
the employees are
encouraged to remain
with the organization
for maximum period of
time or until the
completion of project.”
MARKETING MIX
1% on promotion
Amul Butter girl is

the longest running ad Product: Price
campaign in country Dairy products Low pricing
for 41 years. Cooling products strategy
Agreement signed Place: Promotion:

with Wall Mart Rural Market Advertisement
Urban market
International
Market
SWOT ANALYSIS
Strength Weakness:
Wide range of products Need to focus on other product as
Affordable price well
Distribution network Improve on road transport
Diversification infrastructure
Effective AD Campaign
Opportunity: Threats:
Export segment Increasing population
Sport s drink new market Increasing requirement
Entry in retailing Adulteration
Packaged sweets market Difficult to expand
Population of milch animal
PRODUCT STRATEGY…..
Product Positioning strategy

Product re-positioning strategy
Product overlap strategy
Product Design strategy
Product Elimination
Diversification Strategy
PROMOTION
•Ice cream launched in 1996, in 1999 was

revised.
•Amul Masti in 2004-05
•Nutraamul and Kool Kafe in 2006
Promotion
OUR PRODUCTS….!!!!
OPPURTUNITIES IN AMUL…
FALL
UR
STEPS!!
THANKYOU

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AMUL TASTE OF INDIA

 No. of Village Societies: 13,328

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

 Milk collection (Daily Average 2008-09): 8.4 million litres

 Milk Drying Capacity: 626 Mts. per day

 Cattlefeed manufacturing Capacity: 3500 Mts per day

Objectives:: Not to maximize the profit of

TOP MIDDLE LOWER

Amul Butter girl is

Agreement signed Place: Promotion:

Product Positioning strategy

•Ice cream launched in 1996, in 1999 was

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