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LARGEST BRAND & BUSINESS IN INDIA

LARGEST BRAND & BUSINESS IN

INDIA

LARGEST BRAND & BUSINESS IN INDIA

PRESENTED BY AMULYA

GROUP

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

  • Registration of milk union under Gujarat

1973

Co-op. Act,1962.

  • Milk Union Administration was taken over

1975

by Gujarat Dairy Development Corporation(GDDC)

  • Milk Chilling Plant of 30,000 LPD

1979

capacity commissioned at Godhra, by GDDC.

  • Tech. Input Services namely Animal Health

1982

& Artificial Insemination started under OF-II.

  • The Administration of District Co-op. Milk

1983

Union was handed over to the elected Board, by GDDC.

  • The chilling plant capacity was expanded

1984

from 30,000 to 60,000 kg per day. Ghee packing

Contd…… ..

Contd …… ..  1985 The milk processing capacity of plant was expanded from 60,000 kg
  • 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.

  • Liquid Milk Marketing in brands of Amul Gold & Amul

1995

Shakti started through GCMMF.

  • First consignment of Amul Ghee exported to Dubai through

1996

GCMMF.

Contd……….

  • Milk Union received Udyog Ratna Award.Milk Union

1997

started production of Table Butter under Amul Brand.Milk

Union received National Productivity Award.

  • The then Chief Minister of Gujarat Hon‟ble Keshubhai

1998

Patel laid foundation stone for establishing Milk Chilling

Centre at Limadi(Ta: Zalod).

  • The Commercial Production of „Panchamrut Goras

1999

initiated. The Commercial Production of Amul Gulab Jamun

Mix started.

  • The Milk Union obtained ISO:9001 & HACCP

2000

certification from Quality Assurance Service, (QAS),Australia.

  • Limadi Milk Chilling Centre having capacity to

2001

process 30,000 kg per day commissioned.

Contd…… ..

  • Initiation of Shivrajpur Bulk Milk Chilling

2002

Unit, having the capacity of 1000 LPD.

  • The Milk Chilling Capacity of Chopada

2003

Chilling Centre was doubled from 50,000 kg per day

  • Panchmahal Cattle Feed Factory having

2004

capacity of 100 MT per day, inaugurated by Hon‟ble 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………

Contd ………  2006 The Milk processing capacity of the Milk Union‟s Plant expanded from 2,00,000
  • 2006

The Milk processing capacity of the Milk Union‟s

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

  • The milk union‟s peak procurement crossed 5.5 lakh

2008

kgs of mik per day.

  • Modified DIPA-a field progeny testing programme

2009

implemented with the help of NDDB.

Sales Strategy

Marketing Mix Product Dairy and cooking Price Low pricing strategy Marketing mix Place Rural and urban
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.

Intelligent Marketing  One of the most conservative FMCG entities , GCMMF spends a mere 1
Intelligent Marketing  One of the most conservative FMCG entities , GCMMF spends a mere 1

DEFENCE Strategy

Tetra packs to Beverages Exposed to a brand

Segmentation

For teenagers

Segmentation For teenagers

Targeting

Changing retail environment

Promotion

Promotion  AMUL FOOD FESTIVAL  THE CHEF OF INDIA CONTEST  AMUL MAHARINI CONTEST 
  • AMUL FOOD FESTIVAL

  • THE CHEF OF INDIA CONTEST

  • AMUL MAHARINI CONTEST

  • SLOGAN LIKHO DISINYLAND DEKHO CONTEST

  • ADVERTISEMENT

  • SPONSERED

Promotion  AMUL FOOD FESTIVAL  THE CHEF OF INDIA CONTEST  AMUL MAHARINI CONTEST 
  • EXPANSION TO FOREIGN SHORES

 EXPANSION TO FOREIGN SHORES

AMUL ICE CREAM

AMUL ICE CREAM
AMUL PASTA [ ready to eat ]

AMUL PASTA [ ready to eat ]

AMUL PASTA [ ready to eat ]
AMUL PASTA [ ready to eat ]

4 p‟s

  • 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.