2. 1
Dairy Industry-India
• Milk and Milk Products
• ‘OYSTER’ of Global Dairy Industry
• Size of the Industry- More
than million dairy
farmers,96000 local dairy
cooperatives,170 milk
producers cooperative union,
15 state cooperatives.
• Annual Output in the year 2014-15 was 130 MT and this might grow up to 200 MT in 2022
• Contributes about Rs. 115970 crores to the national economy (source: indianmirror.com)
• Growing at the rate of 5% per annum
• Employs approximately 8.47 million people on a yearly basis (71% women)
• 75-80% of the Indian Dairy market is still unorganized.(Source: CARE Report )

3. 1
Source: NDDB and Ministry of Animal Husbandry
Figures Relating to Indian
Market
Milk Product Mix
Source: Indianmirror.com

4. 2
History/Timelin
e
Sardar
Vallabhbhai
Patel
Morarji Desai
Dr. KurienLal Bahadur
shastri
Founded co-operative1946
1000 tons - 960200 tons2010
2009
Stood 21 in the top
21 global milk
processing company
1967
Amul Mascot
formed
Start of White
Revolution
1965
Dr. Kurein taken1950

5. 3
missio
n
Satisfy taste and
nutrition
requirement of
customers and
offer quality
products that
provide best
value for money
to provide
more and
more
satisfaction
to the
farmers, their
customers,
employees
and
distributors.visio
n
Tagline
The
taste
of
india
Sloga
n
Utterly
Butterly
Deliciou
s

6. 4
• November 26,1921.Calicut,kerala
• Graduated in physics, B.E, m.S
• Farmer-owned & controlled
business.(Educated)
• Father of white revolution in india
• Automatic milk bulk vending system (m/s
cososupo,mexico)
• Key player not only in amul but also
anand milk federation union limited,
national dairy development board and
institute of rural management anand.
• Padma bhusan , vibhushan, PADMA sri.
Leadershi
p Style

7. 5
Pest Analysis
 Delicencing of dairy sector 1991
 Section 4A of NDDB gives
exemption for income tax act
 100% FDI allowed
 Export restriction ( Milk powder
was banned for exports in 2012 )
 cut in import duties of milk and
milk products
POLITICAL
 Automation process , technological
HACCP & ISO TQM
 Net enabled kiosks
 Ecommerce GIS
 innovation in cold chain
technology
 National Diary research industries
technological Lifestyle- Fast food culture carters
more demand for ice-cream,
cheese etc.
 Culture–custom of morning tea ,
more accustomed to milk and milk
products
 Demographics–growing youth
population, more health
consciousness and huge children
population.
SOCIA
L
 NDDB gives loan at 0% interest
rate and also development grants
at lower interest rates
 India high GDP growth rate
implies increase in per capita
income of people and thus more
consumption of food items.
ECONOMICAL

8. 6
SWOT ANALYSIS

9. 7
BCG MATRIX

10. 8
Segmentatio
nCustomer Based Segmentation
Children WomenTeenage
r
Health
Conscious

11. 9
Positionin
g
Emotional components –
campaign
Amul has carefully cultivated
its family based image.
Descriptive factor – The butter is now a
family product and has a homely image.
Positioned itself as a butter
to used in one’s daily meal.
Value for money – Best quality
Product.

12. 10
Strategic decision taken to build the
brand
Pricing
Technology
Quality
Product portfolio
Distribution network

13. 11
Competitive landscape

14. 12
KEY SUCCESS FACTORS
 LOW COST PRICE STRATEGY
 JUST IN TIME INVENTORY STRATEGY
 ALL BRANCH DEDICATED VEHICLE
OPERATION
 UMBRELLA BRANDING
 LOGISTICS, DISTRIBUTION AND SALE OF
PRODUCTS IS DONE BY THRID PARTY
 ONE OF THE MOST COMPLICATED SUPPLY
CHAIN IN THE WORLD

15. 13
• 50-46 conflict
• famous for Polka Dotted Frock but was not the
initial dress of mascot.
• 4000 amul butter hoarding till date.
• The ad jingle “utterly butterly delicious” was
sung by a kindergarten girl.
• Amul is India's first brand introducing pro-
biotic wellness ice cream and sugar free
delights for diabetics.
• Amul was planning to launch bottled water
under the name “narmada neer” but gave up
the plan.
• 26 November is celebrated as national milk
day.
• Guinness book of world record award for the
longest running campaign (50 Yrs).
Did You
Know

16. 14
Recommendatio
ns
• Focus on retail expansion in Indian cities, towns and villages –
increase branded Amul parlours to capture the consumer attention
and keep the competition at bay
• Amul can venture into offering low-fat versions of its products as
it would help capture the hearts of second and third generation
Indians in US & Global Market
• Amul can venture out on new products like dairy based sweets,
baby food products
• Amul must try to understand the cause of certain products like
Amul basundi, gulab jamoon, and chocolates etc not being very
popular. Amul need to take up thorough market research and
work on improving these products
• Though Amul’s hoardings are a huge success, it can penetrate
even better in the rural areas by advertising actively through the
media viz cable channels and newspapers. Sponsoring more
shows on TV, sports events can be of great help.