A CASE
STUDY
DAYALBAGH EDUCATIONAL
INSTITUTE
Submitted
By:Deepak
Bansal
Over*AMUL stands forview
Anand Milk Union Limited.
*AMUL means Priceless in Sanskrit.
*AMUL is the No. 1 dairy brand in India.
*It has a multi dimensional impact on the rural
economy and the society.
*Amul products packed in consumer packs & bulk
packs are exported to countries like : USA,
Australia, China, Singapore, UAE, Bangladesh,
Mauritius, Hong Kong and other South African
countries.
History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a dairy
cooperative movement in India.
It is managed by Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF).
AMUL is based in Anand, Gujarat and has been a sterling example
of a co-operative organization's success in the long term. The
Amul Pattern has established itself as a uniquely appropriate
model for rural development..
Amul has spurred the White Revolution of India. It is also the
world's biggest vegetarian cheese brand.
Reasons for success
Robust Supply
Chain
Low Cost Strategy
Success!!
Success
Diverse Product Mix
Strong Distribution Network
Technology and e-initiatives
Facts about co-operative
Members:-
13 district cooperative
milk producers' Union
No. of Producing
members:-
2.79 million
No. of Village
Societies:-
13,328
Total Milk handling
capacity:-
11.22 million litres per
day
Milk Collection (2013
14)
Milk Collection daily
average (2013 14)
Amul Business
Model
Raw Milk
Pasteurization
Condensed
Packaged Milk
Dried
Butter
Ghee
Cream
Ice Cream
Beverages
Skimmed
Milk
Powder
SWOT Analysis
Strengths
Weaknesses
Largest food brand in India
High Quality, Low Price
World's Largest Pouched Milk Brand
Annual turnover of US $1504 million
Highly Diverse Product Mix
Robust Distribution Network
Risks of highly complex supply
chain system
Strong dependency on weak
infrastructure
Alliance with third parties who do
not belong to the organized sector
Opportunities
Threats
Penetrate international markets
Diversify product portfolio to enter
new product categories and
expand existing categories like
processed foods, chocolates etc
Competitors - Hindustan Lever,
Nestle and Britannia
Still competition from MNCs in
butter
Growing price of milk and milk
products
Ban on export of milk powder
Consumer Based Market Segementat
Kids
Women
Yout
h
Calorie Concious
Health Concious
Amul Kool Chocolate Milk
Nutramul Energy Drink
Amul Kool Millk Shake
Amul Calci +
Utterly Delicious Pizza
Amul Emmental Cheese
Amul Cheese Spreads
Amul Lite
Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk
Nutramul
Amul Shakti Health Food Drink
Industry Based Market Segementat
Ice-cream
Manufacturers
Food
Chains
Coffee Shop
Chains
Temples
Bakery &
Confectionary
Pizza Retailers
Snack Retailers
Mix Product for every one
Amul never forgot its primary customer
- Amul collects 447,000 ltrs of milk from 2.12
million farmers (many illiterate)
Product for youth
- Amul launched Chocolate milk under brand
name of Amul Kool Koko targeting the youth
Product for diabetic people
- Indias First Pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics
Mix Product for every one
Product for the health conscious
Amul Launched low fat, low cholesterol
bread spreads
-
Product for the price sensitive India
Low Priced Amul Ice Creams and affordable sagar
whitener
Product for the urban class
- Amul launched emmental, gouda and pizza
mozzarella cheese
The 3 Cs
Defending against Mahananda,
Vijay, Milma & other co-operative
milk brands
Aggressive moves against
Britannia, Nestle, Mother Dairy
and Kwality
Competitor
Amul Product Portfolio
Corporate Social Responsibility
The AMUL Way.
CSR sensitive business philosophy.
* To serve the interests of milk producers and
* To provide quality products to consumers as
value for money.
CSR orientation to Distributors and Retailers.
CSR oriented to Staff.
CSR- Other Activities
Encourage women to participate in Dairy co-op societies.
To develop and enhance leadership qualities among Wome
Amuls member unions organised 3 self managing leadersh
Workshops at PRAJAPITAS, BHRAMAKUMARIS & Mt. Abu.
3100 women participated in this programme.
Organisation of AMUL YATRA in ANAND.
Thank you !
