SlideShare una empresa de Scribd logo
1 de 38
Descargar para leer sin conexión
PRESENTATION
ON
ROLL NO.

NAME OF MEMBERS

134

SUNEET HEREKAR

121

ANIKET SALVI

TOPIC NAME
Introduction, History

Growth Rate & Business Model, Diverse Product
Mix

128

SANDESH BHIRADE

98

MANISHA MORE

124

RACHIT JAJOO

101

PRAGATI KEDAR

The 3 C’S Model
Mix… Product for every one
Amul Competitors
AMUL – PRODUCT PORTFOLIO
SWOT Analysis
BCG Matrix & The BCG Growth- Share Matrix

4 P’s of marketing,Advertisement,Reasons For Success,
Amul is going globally,Conclusion
Amul
WORLD’S
BIGGEST
VEGETARIAN
CHEESE
BRAND

WORLD’S
LARGEST
POUCHED
MILK
BRAND
WE WILL MISS YOU MILK MAN OF INDIA
THANK YOU FOR GIVING US HAUSLA, PRAGATI AND ANAND
REST IN PEACE TO HONORABLE DR. VERGHESE KURIEN BY OUR GROUP MEMBERS
Introduction
History
Growth Rate & Business Model
Diverse Product Mix
The 3 C’S Model
Mix… Product for every one
Amul Competitors
Amul – product portfolio
SWOT Analysis
BCG Matrix & The BCG Growth- Share Matrix
4 P’s of marketing
Advertisement
Reasons For Success
Amul is going globally
Conclusion
Formed in 1946, is a dairy cooperative movement in India with 250 liters of
milk per day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’
UNION.
•A brand name AMUL is managed by Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF).
•The brand name Amul means “AMULYA” (suggested by a quality control
expert in Anand). This word derived form the Sanskrit word “AMULYA” which
means “PRICELESS”.
•Amul has spurred the white revolution of India, which has made India the
largest producer of milk and milk products in the world and the White
Revolution has finally created a billion-dollar brand.
•Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world , which is
matter of proud for Gujarat and whole India.
•Amul has more than 150 chilling centers in various villages.
•Dr. Varghese Kurien, former chairman of the GCMMF – the man behind
the success of Amul.
Annual Turnover Of Rs 4300 Crore (2006-07)
Rs 10,000-crore mark over the next three years.
Four decades to become Rs 2,000-crore entity But, the turnover doubled to
over Rs 4,300 crore within nine years from 1999 to 2007
Annual Turnover
10000
10000

INR Crores

8000
6000

4300
4000

2000
2000
0
1946

1999

2007

2008

Time Frame

2009

2010




Every day Amul collects 7 million
liters of milk from 2.6 million
farmers (many illiterate), converts
the milk into branded, packaged
products, and delivers goods to over
500,000 retail outlets across the
country.

Its supply chain one of the most
complicated in the world.

Raw
Milk

Condensed

Packaged
Milk

Dried

Ghee
Butter
Cream

Ice cream
Beverages

Skimmed
Milk
Powder












Amul Butter,
Milk Powder,
Ghee,
Amulspray,
Cheese,
Chocolates,
Shrikhand,
Ice cream,
Nutramul,
Milk and Amulya

11
•Defending against Mahananda,
Vijay, Milma & other co-operative
milk brands

•Customers extremely satisfied
•Moved from loose milk to
•packaged milk
•Ready to try more products
•Improved socio-economic
conditions

•Aggressive moves against
Britannia, Nestle, Mother Dairy
and Kwality
Competitor

Customer

Company

•Largest milk brand in Asia
•More than 30 dairy brands
•Market leader in ghee & butter
•Very strong supply chain
•Enjoys Fine reputation
•Quality with Affordability
o Amul never forget its “primary customer”
- Amul collects 7 million liters of milk from 2.6
million formers(many ittiterate)
o Product for youth
- Amul launches Chocolate milk under brand
name “AMUL KOOL KOKO” targeting the youth
o Product for diabetic people
-India’s First pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics
oProduct for the health
conscious
- Amul Launched “low fat, low
cholesterol
bread spreads”

oProduct for the price
sensitive India
- Low Priced Amul Ice Creams and
affordable ‘sagar’ whitener

oProduct for the urban class
- Amul launched emmental,
gouda and pizza mozzarella cheese
Amul
Category
Butter
Milk Powder
Cheese
Ice- Cream
Sweets
Chocolate Drink

Chocolate

Market Share

Market Position

85%

1

40%

1

50%
24.75% (HUL-28.22%,
Mother Diary- 8.66%)

1
2

50%

1

90%

1

10% (Cadbury- 70%)

3
Largest food brand in India & Asia High
Quality, Low Price
Introduced TQM

World’s Largest Pouched Milk Brand Annual
turnover of 4300Crore(2006-07)

strength

Highly Diverse Product Mix
Robust Distribution Network

Strong dependency on weak infrastructure
& completely dependent on villages for its
raw materials
Risks of highly complex supply chain
system

weakness

Short self life of its Products
Alliance with third parties who do not
belong to the organized sector
Penetrate international markets
Diversify product portfolio to entre new products
categories and expand existing categories like
processed foods, chocolates etc.
Use internet to sell its products

Opportunities

Competitors- Hindustan lever, Nestle, Britannia and
Local players
Stiff competitions from MNC’s in butter

Threats

Growing price of milk and milk products
Ban on exports of milk powder
The yield of India cattle still much lower than other
dairy countries.
 BOSTON CONSULTING GROUP (BCG) MATRIX is developed by “ BRUCE
HENDERSON” OF THE BOSTON CONSULTING GROUP IN THE EARLY 1970’s.
 According to this technique, businesses or product are classified as low or
high performers depending upon their market growth rate and relative
market share.
It is a portfolio planning model
which is based on the
observation that a company’s
business units can be classified
in to four categories:
 Stars
 Question marks
 Cash cows
 Dogs




It is based on the combination
of market growth and market
share relative to the next best
competitor.
20
Star are leaders in business.
They also require heavy investment, to maintain its market
share.
It leads to large amount of cash consumption and cash
generation.
Attempts should be made to hold the market share
otherwise the star will become a CASH COW.
Most businesses start of as question marks.
They will absorb great amounts of cash if the market share
remain unchanged, (low).
Question marks have potential to become ater and eventually
cash cow but can also become a dog.
Investment should be high for question marks





They are foundation of the company and often the star of yesterday.
They generate more cash than required.
They extract the profits by investing as little cash as possible.
They are located in an industry that is mature, not growing or declining.
Dogs are the cash traps.
Dogs do not potential to bring in much cash.
Number of dogs in the company should minimized.
Business is situated at a declining stage.
High

Amul IceCream

Amul cheese

Amul chocolate

Business
growth rate

Low

Amul butter

Amul chocolate drink
High

Low
Relative Market Share
Amul
Amul
Cost of milk.
Labor cost.
Packaging cost.
Processing cost.
Advertisement cost.
Transportation cost.
Sales promotion cost.
Taxes etc.





Uses of variety of media to communicate.
Most famous in bill board
Amul Butter girl is one of the longest run ad
Campaign using like Amul star voice of India.
Amul
MOVIES
Amul
Amul
Amul
Product
diversification

Use updated
Technology

Easy
Availability

Test & Trust

Promotions

Success
factor of
Amul

Pricing
Strategy
GCMMF has signed an agreement with Wal-Mart to stock its shelves with products under
its Amul brand name. Amul processed cheese, pure ghee, shrikhand, Nutramul, Amul’s
Mithaee Gulab Jamuns are few of the products marketed in US markets.

50% of Americans being medically obese & if Amul is really looking to capture the hearts of
the 2nd and 3rd of Indians, offering low-fat versions of its brands, would make a lot of
commercial sense. Hence targeting the large Indian community in the US
markets with its niche products like Mithai, Packaged ready to eat foots market, it can
definitely expand its market to a large extent.
Overseas markets- Mauritius, UAE, Bangladesh, Australia, China, Singapore, Malaysia ,
Nepal, Pakistan, Hong Kong and a few South African countries.
Fresh plans of flooding the markets of Japan & Srilanka.
Tie up with Glaxo to sell baby food…
Amul can try out the following ideas:
I) Amul can venture out on new products like Toned milk,
Condensed milk that can be used for sweets, Baby food products,
II) There are certain product like Amul basundi, gulab jamoon, chocolates etc
which are not as popular as Amul ice cream. Amul must try to understand the
cause of this through thorough market research and work on improving these
products
III) Though Amul’s hoardings are a huge success, it can penetrate even better
in the rural areas by advertising through the media via cable channels and
newspapers. Sponsoring shows in TV, sports events can be of great help.
THANK YOU…
ANY QUESTION??

Más contenido relacionado

La actualidad más candente

Amul distribution network
Amul distribution networkAmul distribution network
Amul distribution networkYaswant Singh
 
A Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMULA Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMULRAJAT GARG
 
Project: Analysis of Marketing and Branding Strategies of Amul Butter
Project: Analysis of Marketing and Branding Strategies of Amul ButterProject: Analysis of Marketing and Branding Strategies of Amul Butter
Project: Analysis of Marketing and Branding Strategies of Amul ButterGunjan Kalita
 
Amul strategy presentation ppt
Amul strategy presentation pptAmul strategy presentation ppt
Amul strategy presentation pptsweetmonti
 
Amul- Sales Promotion
Amul- Sales PromotionAmul- Sales Promotion
Amul- Sales PromotionAnshuman Roy
 
Amul ppt Presentation - largest food brand in India & Asia
Amul ppt Presentation - largest food brand in India  & AsiaAmul ppt Presentation - largest food brand in India  & Asia
Amul ppt Presentation - largest food brand in India & AsiaAjay Kumar Gupta
 
amul brand strategy
amul brand strategyamul brand strategy
amul brand strategyJay Verma
 
Amul full presentation
Amul full presentationAmul full presentation
Amul full presentationSUMANTH REDDY
 
SALES AND CHANNEL MANAGEMENT OF AMUL
SALES AND CHANNEL MANAGEMENT OF AMULSALES AND CHANNEL MANAGEMENT OF AMUL
SALES AND CHANNEL MANAGEMENT OF AMULharsha kommisetty
 
BRANDING STRATEGY OF AMUL
BRANDING STRATEGY OF AMULBRANDING STRATEGY OF AMUL
BRANDING STRATEGY OF AMULdheeraj07021994
 
Amul Project report pppp
Amul Project report ppppAmul Project report pppp
Amul Project report ppppabhya jain
 

La actualidad más candente (20)

Amul distribution network
Amul distribution networkAmul distribution network
Amul distribution network
 
A Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMULA Study of the Sales and Distribution System at AMUL
A Study of the Sales and Distribution System at AMUL
 
Project: Analysis of Marketing and Branding Strategies of Amul Butter
Project: Analysis of Marketing and Branding Strategies of Amul ButterProject: Analysis of Marketing and Branding Strategies of Amul Butter
Project: Analysis of Marketing and Branding Strategies of Amul Butter
 
Amul strategy presentation ppt
Amul strategy presentation pptAmul strategy presentation ppt
Amul strategy presentation ppt
 
Amul- Sales Promotion
Amul- Sales PromotionAmul- Sales Promotion
Amul- Sales Promotion
 
Amul ppt Presentation - largest food brand in India & Asia
Amul ppt Presentation - largest food brand in India  & AsiaAmul ppt Presentation - largest food brand in India  & Asia
Amul ppt Presentation - largest food brand in India & Asia
 
Amul
AmulAmul
Amul
 
amul brand strategy
amul brand strategyamul brand strategy
amul brand strategy
 
Amul full presentation
Amul full presentationAmul full presentation
Amul full presentation
 
SALES AND CHANNEL MANAGEMENT OF AMUL
SALES AND CHANNEL MANAGEMENT OF AMULSALES AND CHANNEL MANAGEMENT OF AMUL
SALES AND CHANNEL MANAGEMENT OF AMUL
 
analysis on amul products
analysis on amul productsanalysis on amul products
analysis on amul products
 
Amul
AmulAmul
Amul
 
Amul
AmulAmul
Amul
 
Amul Facts
Amul FactsAmul Facts
Amul Facts
 
61908377 amul-ppt
61908377 amul-ppt61908377 amul-ppt
61908377 amul-ppt
 
Amul case study
Amul case studyAmul case study
Amul case study
 
amul
amul amul
amul
 
Amul
AmulAmul
Amul
 
BRANDING STRATEGY OF AMUL
BRANDING STRATEGY OF AMULBRANDING STRATEGY OF AMUL
BRANDING STRATEGY OF AMUL
 
Amul Project report pppp
Amul Project report ppppAmul Project report pppp
Amul Project report pppp
 

Similar a Amul (20)

Amulppt 121101232750-phpapp02
Amulppt 121101232750-phpapp02Amulppt 121101232750-phpapp02
Amulppt 121101232750-phpapp02
 
presentation-1-ppt-amul.pptx
presentation-1-ppt-amul.pptxpresentation-1-ppt-amul.pptx
presentation-1-ppt-amul.pptx
 
Amul project ppt
Amul project pptAmul project ppt
Amul project ppt
 
Amul ppt from vivek
Amul ppt  from vivekAmul ppt  from vivek
Amul ppt from vivek
 
Amul - Business Strategy
Amul - Business StrategyAmul - Business Strategy
Amul - Business Strategy
 
Amul
AmulAmul
Amul
 
Amul
AmulAmul
Amul
 
Amul
Amul Amul
Amul
 
Presentation on Amul Company.pptx
Presentation on Amul Company.pptxPresentation on Amul Company.pptx
Presentation on Amul Company.pptx
 
SUMMER INTERNSHIP PROJECT ON AMUL
SUMMER INTERNSHIP PROJECT ON AMULSUMMER INTERNSHIP PROJECT ON AMUL
SUMMER INTERNSHIP PROJECT ON AMUL
 
558137_634216972394495000.ppt
558137_634216972394495000.ppt558137_634216972394495000.ppt
558137_634216972394495000.ppt
 
Amul chocolate promotion
Amul chocolate promotionAmul chocolate promotion
Amul chocolate promotion
 
Amul
AmulAmul
Amul
 
Amul
AmulAmul
Amul
 
Project on amul cheese
Project on amul cheeseProject on amul cheese
Project on amul cheese
 
Amul
Amul Amul
Amul
 
Amul fmcg
Amul fmcgAmul fmcg
Amul fmcg
 
Amul
Amul Amul
Amul
 
Amul
AmulAmul
Amul
 
Amul case study
Amul case studyAmul case study
Amul case study
 

Último

Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfMohonDas
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17Celine George
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfMohonDas
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxKatherine Villaluna
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?TechSoup
 
NOTES OF DRUGS ACTING ON NERVOUS SYSTEM .pdf
NOTES OF DRUGS ACTING ON NERVOUS SYSTEM .pdfNOTES OF DRUGS ACTING ON NERVOUS SYSTEM .pdf
NOTES OF DRUGS ACTING ON NERVOUS SYSTEM .pdfSumit Tiwari
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxEduSkills OECD
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxSaurabhParmar42
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.raviapr7
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17Celine George
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice documentXsasf Sfdfasd
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17Celine George
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.EnglishCEIPdeSigeiro
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and stepobaje godwin sunday
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17Celine George
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17Celine George
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfTechSoup
 
How to Filter Blank Lines in Odoo 17 Accounting
How to Filter Blank Lines in Odoo 17 AccountingHow to Filter Blank Lines in Odoo 17 Accounting
How to Filter Blank Lines in Odoo 17 AccountingCeline George
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxMYDA ANGELICA SUAN
 

Último (20)

Diploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdfDiploma in Nursing Admission Test Question Solution 2023.pdf
Diploma in Nursing Admission Test Question Solution 2023.pdf
 
How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17How to Make a Field read-only in Odoo 17
How to Make a Field read-only in Odoo 17
 
HED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdfHED Office Sohayok Exam Question Solution 2023.pdf
HED Office Sohayok Exam Question Solution 2023.pdf
 
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptxPractical Research 1: Lesson 8 Writing the Thesis Statement.pptx
Practical Research 1: Lesson 8 Writing the Thesis Statement.pptx
 
What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?What is the Future of QuickBooks DeskTop?
What is the Future of QuickBooks DeskTop?
 
NOTES OF DRUGS ACTING ON NERVOUS SYSTEM .pdf
NOTES OF DRUGS ACTING ON NERVOUS SYSTEM .pdfNOTES OF DRUGS ACTING ON NERVOUS SYSTEM .pdf
NOTES OF DRUGS ACTING ON NERVOUS SYSTEM .pdf
 
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptxPISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
PISA-VET launch_El Iza Mohamedou_19 March 2024.pptx
 
CAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptxCAULIFLOWER BREEDING 1 Parmar pptx
CAULIFLOWER BREEDING 1 Parmar pptx
 
Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.Drug Information Services- DIC and Sources.
Drug Information Services- DIC and Sources.
 
How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17How to Add Existing Field in One2Many Tree View in Odoo 17
How to Add Existing Field in One2Many Tree View in Odoo 17
 
The Singapore Teaching Practice document
The Singapore Teaching Practice documentThe Singapore Teaching Practice document
The Singapore Teaching Practice document
 
How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17How to Add a New Field in Existing Kanban View in Odoo 17
How to Add a New Field in Existing Kanban View in Odoo 17
 
Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.Easter in the USA presentation by Chloe.
Easter in the USA presentation by Chloe.
 
General views of Histopathology and step
General views of Histopathology and stepGeneral views of Histopathology and step
General views of Histopathology and step
 
Prelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quizPrelims of Kant get Marx 2.0: a general politics quiz
Prelims of Kant get Marx 2.0: a general politics quiz
 
How to Solve Singleton Error in the Odoo 17
How to Solve Singleton Error in the  Odoo 17How to Solve Singleton Error in the  Odoo 17
How to Solve Singleton Error in the Odoo 17
 
How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17How to Use api.constrains ( ) in Odoo 17
How to Use api.constrains ( ) in Odoo 17
 
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdfMaximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
Maximizing Impact_ Nonprofit Website Planning, Budgeting, and Design.pdf
 
How to Filter Blank Lines in Odoo 17 Accounting
How to Filter Blank Lines in Odoo 17 AccountingHow to Filter Blank Lines in Odoo 17 Accounting
How to Filter Blank Lines in Odoo 17 Accounting
 
Patterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptxPatterns of Written Texts Across Disciplines.pptx
Patterns of Written Texts Across Disciplines.pptx
 

Amul

  • 2. ROLL NO. NAME OF MEMBERS 134 SUNEET HEREKAR 121 ANIKET SALVI TOPIC NAME Introduction, History Growth Rate & Business Model, Diverse Product Mix 128 SANDESH BHIRADE 98 MANISHA MORE 124 RACHIT JAJOO 101 PRAGATI KEDAR The 3 C’S Model Mix… Product for every one Amul Competitors AMUL – PRODUCT PORTFOLIO SWOT Analysis BCG Matrix & The BCG Growth- Share Matrix 4 P’s of marketing,Advertisement,Reasons For Success, Amul is going globally,Conclusion
  • 5. WE WILL MISS YOU MILK MAN OF INDIA THANK YOU FOR GIVING US HAUSLA, PRAGATI AND ANAND REST IN PEACE TO HONORABLE DR. VERGHESE KURIEN BY OUR GROUP MEMBERS
  • 6. Introduction History Growth Rate & Business Model Diverse Product Mix The 3 C’S Model Mix… Product for every one Amul Competitors Amul – product portfolio SWOT Analysis BCG Matrix & The BCG Growth- Share Matrix 4 P’s of marketing Advertisement Reasons For Success Amul is going globally Conclusion
  • 7. Formed in 1946, is a dairy cooperative movement in India with 250 liters of milk per day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. •A brand name AMUL is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). •The brand name Amul means “AMULYA” (suggested by a quality control expert in Anand). This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”.
  • 8. •Amul has spurred the white revolution of India, which has made India the largest producer of milk and milk products in the world and the White Revolution has finally created a billion-dollar brand. •Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world , which is matter of proud for Gujarat and whole India. •Amul has more than 150 chilling centers in various villages. •Dr. Varghese Kurien, former chairman of the GCMMF – the man behind the success of Amul.
  • 9. Annual Turnover Of Rs 4300 Crore (2006-07) Rs 10,000-crore mark over the next three years. Four decades to become Rs 2,000-crore entity But, the turnover doubled to over Rs 4,300 crore within nine years from 1999 to 2007 Annual Turnover 10000 10000 INR Crores 8000 6000 4300 4000 2000 2000 0 1946 1999 2007 2008 Time Frame 2009 2010
  • 10.   Every day Amul collects 7 million liters of milk from 2.6 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods to over 500,000 retail outlets across the country. Its supply chain one of the most complicated in the world. Raw Milk Condensed Packaged Milk Dried Ghee Butter Cream Ice cream Beverages Skimmed Milk Powder
  • 12. •Defending against Mahananda, Vijay, Milma & other co-operative milk brands •Customers extremely satisfied •Moved from loose milk to •packaged milk •Ready to try more products •Improved socio-economic conditions •Aggressive moves against Britannia, Nestle, Mother Dairy and Kwality Competitor Customer Company •Largest milk brand in Asia •More than 30 dairy brands •Market leader in ghee & butter •Very strong supply chain •Enjoys Fine reputation •Quality with Affordability
  • 13. o Amul never forget its “primary customer” - Amul collects 7 million liters of milk from 2.6 million formers(many ittiterate) o Product for youth - Amul launches Chocolate milk under brand name “AMUL KOOL KOKO” targeting the youth o Product for diabetic people -India’s First pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics
  • 14. oProduct for the health conscious - Amul Launched “low fat, low cholesterol bread spreads” oProduct for the price sensitive India - Low Priced Amul Ice Creams and affordable ‘sagar’ whitener oProduct for the urban class - Amul launched emmental, gouda and pizza mozzarella cheese
  • 16. Category Butter Milk Powder Cheese Ice- Cream Sweets Chocolate Drink Chocolate Market Share Market Position 85% 1 40% 1 50% 24.75% (HUL-28.22%, Mother Diary- 8.66%) 1 2 50% 1 90% 1 10% (Cadbury- 70%) 3
  • 17. Largest food brand in India & Asia High Quality, Low Price Introduced TQM World’s Largest Pouched Milk Brand Annual turnover of 4300Crore(2006-07) strength Highly Diverse Product Mix Robust Distribution Network Strong dependency on weak infrastructure & completely dependent on villages for its raw materials Risks of highly complex supply chain system weakness Short self life of its Products Alliance with third parties who do not belong to the organized sector
  • 18. Penetrate international markets Diversify product portfolio to entre new products categories and expand existing categories like processed foods, chocolates etc. Use internet to sell its products Opportunities Competitors- Hindustan lever, Nestle, Britannia and Local players Stiff competitions from MNC’s in butter Threats Growing price of milk and milk products Ban on exports of milk powder The yield of India cattle still much lower than other dairy countries.
  • 19.  BOSTON CONSULTING GROUP (BCG) MATRIX is developed by “ BRUCE HENDERSON” OF THE BOSTON CONSULTING GROUP IN THE EARLY 1970’s.  According to this technique, businesses or product are classified as low or high performers depending upon their market growth rate and relative market share.
  • 20. It is a portfolio planning model which is based on the observation that a company’s business units can be classified in to four categories:  Stars  Question marks  Cash cows  Dogs   It is based on the combination of market growth and market share relative to the next best competitor. 20
  • 21. Star are leaders in business. They also require heavy investment, to maintain its market share. It leads to large amount of cash consumption and cash generation. Attempts should be made to hold the market share otherwise the star will become a CASH COW.
  • 22. Most businesses start of as question marks. They will absorb great amounts of cash if the market share remain unchanged, (low). Question marks have potential to become ater and eventually cash cow but can also become a dog. Investment should be high for question marks
  • 23.     They are foundation of the company and often the star of yesterday. They generate more cash than required. They extract the profits by investing as little cash as possible. They are located in an industry that is mature, not growing or declining.
  • 24. Dogs are the cash traps. Dogs do not potential to bring in much cash. Number of dogs in the company should minimized. Business is situated at a declining stage.
  • 25. High Amul IceCream Amul cheese Amul chocolate Business growth rate Low Amul butter Amul chocolate drink High Low Relative Market Share
  • 28. Cost of milk. Labor cost. Packaging cost. Processing cost. Advertisement cost. Transportation cost. Sales promotion cost. Taxes etc.
  • 29.     Uses of variety of media to communicate. Most famous in bill board Amul Butter girl is one of the longest run ad Campaign using like Amul star voice of India.
  • 35. Product diversification Use updated Technology Easy Availability Test & Trust Promotions Success factor of Amul Pricing Strategy
  • 36. GCMMF has signed an agreement with Wal-Mart to stock its shelves with products under its Amul brand name. Amul processed cheese, pure ghee, shrikhand, Nutramul, Amul’s Mithaee Gulab Jamuns are few of the products marketed in US markets. 50% of Americans being medically obese & if Amul is really looking to capture the hearts of the 2nd and 3rd of Indians, offering low-fat versions of its brands, would make a lot of commercial sense. Hence targeting the large Indian community in the US markets with its niche products like Mithai, Packaged ready to eat foots market, it can definitely expand its market to a large extent. Overseas markets- Mauritius, UAE, Bangladesh, Australia, China, Singapore, Malaysia , Nepal, Pakistan, Hong Kong and a few South African countries. Fresh plans of flooding the markets of Japan & Srilanka. Tie up with Glaxo to sell baby food…
  • 37. Amul can try out the following ideas: I) Amul can venture out on new products like Toned milk, Condensed milk that can be used for sweets, Baby food products, II) There are certain product like Amul basundi, gulab jamoon, chocolates etc which are not as popular as Amul ice cream. Amul must try to understand the cause of this through thorough market research and work on improving these products III) Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by advertising through the media via cable channels and newspapers. Sponsoring shows in TV, sports events can be of great help.