LARGEST BRAND & BUSINESS IN INDIA

PRESENTED BY AMULYA GROUP

How it all started

Amul ("priceless" in Sanskrit.) The brand name "Amul," from the Sanskrit "Amoolya," (meaning Precious) was suggested by a quality control expert in Anand formed in 1946, is a dairy cooperative in India. Mr. Michael A. Jackson, CEO/President, ABG Mr. Kshitij Shrivastav, Manager, ABG, v Amul Dairy and GCMMF

It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.8 million milk producers in Gujarat, India. Amul is based in Anand , Gujarat and has been an 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, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand .
Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1700 million (200910) .

Currently Unions making up GCMMF have 2.9 million producer members with milk collection average of 9.10 million litres per day

.Besides India, Amul has entered overseas markets such as Maurituis, UAE,USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but now it has fresh plans entering the Japanese markets. Other potential markets being considered include Sri Lanka. Dr.Verghese Kurien, former chairman of the GCMMF, is recognised as a key person behind the success of Amul.

Achievements of GCMMF

2.8 million milk producer member families 13,759 village societies 13 District Unions 8.5 million liters of milk procured per day Rs. 150 million disbursed in cash daily GCMMF is the largest cooperative business of small producers with an annual turnover of Rs. 53 billion The Govt. of India has honoured Amul with the Best of all categories Rajiv Gandhi National Quality Award. Largest milk handling capacity in Asia Largest Cold Chain Network 48 Sales offices, 3000 Wholesale Distributors, 5 lakh retail outlets Export to 37 countries worth Rs. 150 crores Winner of APEDA award for nine consecutive years

MILESTONE

1973 Registration of milk union under Gujarat Co-op. Act,1962. 1975 Milk Union Administration was taken over by Gujarat Dairy Development Corporation(GDDC) 1979 Milk Chilling Plant of 30,000 LPD capacity commissioned at Godhra, by GDDC. 1982 Tech. Input Services namely Animal Health & Artificial Insemination started under OF-II. 1983 The Administration of District Co-op. Milk Union was handed over to the elected Board, by GDDC. 1984 The chilling plant capacity was expanded from 30,000 to 60,000 kg per day. Ghee packing

Contd..

1985 The milk processing capacity of plant was expanded from 60,000 kg to 1,00,000 kg per day. The Powder Plant having capacity of 10 MT per day was commissio 1993 Dairy Herd Improvement Programme Actions(DIPA), a field progeny testing programme launched in collaboration with Baroda & Sabar Milk Unions under the technical guidance of NDDB. 1994 Milk Union got registered under Milk & Milk Product order (MMPO), Govt. of India. A Milk Chilling Plant at Chopada(Lunawada) commissioned to process 50,000 kg milk per day. 1995 Liquid Milk Marketing in brands of Amul Gold & Amul Shakti started through GCMMF. 1996 First consignment of Amul Ghee exported to Dubai through GCMMF.

Contd.

1997 Milk Union received Udyog Ratna Award.Milk Union started production of Table Butter under Amul Brand.Milk Union received National Productivity Award. 1998 The then Chief Minister of Gujarat Honble Keshubhai Patel laid foundation stone for establishing Milk Chilling Centre at Limadi(Ta: Zalod). 1999 The Commercial Production of Panchamrut Goras initiated. The Commercial Production of Amul Gulab Jamun Mix started. 2000 The Milk Union obtained ISO:9001 & HACCP certification from Quality Assurance Service, (QAS),Australia. 2001 Limadi Milk Chilling Centre having capacity to process 30,000 kg per day commissioned.

Contd..

2002 Initiation of Shivrajpur Bulk Milk Chilling Unit, having the capacity of 1000 LPD. 2003 The Milk Chilling Capacity of Chopada Chilling Centre was doubled from 50,000 kg per day 2004 Panchmahal Cattle Feed Factory having capacity of 100 MT per day, inaugurated by Honble Chief Minister of Gujarat Shri Narendrabhai Modi. 2005 The Milk Union started installing Bulk Milk Cooling Unit at Village Dairy Co-operative. Milk Union got Recognition Certificate in linking tradition & technology for Dairy Farmers by World Bank, Washington DC.

Contd

2006 The Milk processing capacity of the Milk Unions Plant expanded from 2,00,000 kg per day to 4,00,000 kg per day.
2007 Started implementing Fertility Improvement Programme (FIP) under technical guidance and financial support from GCCMMF Ltd;Anand 2008 The milk unions peak procurement crossed 5.5 lakh kgs of mik per day. 2009 Modified DIPA-a field progeny testing programme implemented with the help of NDDB.

Sales Strategy
Marketing Mix
Product Dairy and cooking Price Low pricing strategy

Marketing mix Place Rural and urban market International Market Promotion Advertisements

Intelligent Marketing

One of the most conservative FMCG entities , GCMMF spends a mere 1 per cent of its turnover on promotions. Amul butter GIRL is one of the longest running ad campaigns in thr country for 41 years. Itelligent marketing of milk, ice cream and butter milk.

DEFENCE Strategy
Tetra packs to Beverages Exposed to a brand

Segmentation
For teenagers

Targeting
Changing retail environment

Promotion

AMUL FOOD FESTIVAL THE CHEF OF INDIA CONTEST AMUL MAHARINI CONTEST SLOGAN LIKHO DISINYLAND DEKHO CONTEST ADVERTISEMENT SPONSERED

EXPANSION TO FOREIGN SHORES

AMUL ICE CREAM

AMUL PASTA [ ready to eat ]

4 ps

PRODUCT PASTA PRICE Low pricing strategy PLACE AMUL outlet, Retail outlet PROMOTION Advertisement

STP

Segmentation Rural & urban area Targeting College goers & Office goers [ any age , middle & high class ] Positioning The brand ,healthy & hygienic, less time consuming

Conclusion

Yes the sales strategy relay work There is an ample scope in the low priced segment as also in other categories. AMUL has the opportunity to capture the more evolved young & children who are open to new products provided they meet their excepations.