Amul

 Essay regarding Amul

Offered

by:

DIVYA BODDU

09020242007

SIIB MASTER OF BUSINESS ADMINISTATION - STOMACH

BIRTH OF

AMUL

• 1929

ü Peston EdulPolson proven Polson Style

Dairy by Anand to manufacture chausser,

ghee and casein.

• 1944

ü Inauguration of Bombay City and county

Corporation Dairy Supply. Monopoly rights

were awarded to Polson to get Procuring

milk from Kaira.

• 1946

ü KDCMPUL formed to counter fermage by

Polson's Dairy (Anand)

And therefore did GCMMF and manufacturer Amul

correspondingly

andit Jawaharlal Nehru, Indira Gandhi, Morarji Desai yet others at th

Amul Dairy products, Anand

[ today ]

AMUL

FACTFILE

• Type: Cooperative

• Headquarters: Anand, India

• Key persons: Chairman, GCMMF - P. G.

Bhatol

• Industry: Dairy Products

• Revenue: INR 67. 14 billion, $15. 04 billion

USD (‘08-'09)

• Personnel: 735 personnel of Marketing

Arm. However , actual pool incorporate 2 . eight

million dairy producers

• Website: www.amul.com

• CRISIL assigned " AAA/Stable/P1+" to the

AMUL LOGO

PORTE

R'S 5

PRESSURE

S

several C'S UNIT

et

om

r

Co

e

mp

st

Cu

r

that

o

kita, Vijaya, Milma, and other cooperative milk brands

üAre incredibly satisfied

t Britannia, Nestle, Mother Dairy products, Kwality üMoved from loose milk to package

üReady to make an effort more goods

üImproved socio-eco conditions

Firm

üLargest dairy brand in Asia

üMore than 35 dairy brands

üMarket leader in ghee and chausser

üVery strong supply string

üEnjoys good reputation

üQuality with affordability

AMUL'S SUCCESS

Sales Turnover

1994-95

1995-96

1996-97

1997-98

1998-99

1999-00

2000-01

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

2007-08

2008-09

Rs ( , 000, 000 )

11140

13790

15540

18840

22192

22185

22588

23365

27457

28941

29225

37736

42778

52554

ALL OF US $ ( in mil )

355

400

450

455

493

493

500

500

575

616

672

850

1050

1325

67113

1504

AMUL'S SUCCESS

q GCMMF bags APEDA AWARD for

11th year in a row [‘06-'07]

queen Amul Pro-Biotic Ice-cream Gets

The International Dairy

Federation Marketing Honor At

Globe Dairy Peak [2007]

q Ramkrishna Bajaj National Quality

Merit [2003]

q Amul - The Taste Of India (GCMMF)

Gets International Cio 100

Award For Ingenuity

[2003]

AMUL'S PURPOSE

FOR SUCCESS

SOLID SUPPLY STRING

LOW COST TECHNIQUE

DIVERSE ITEM MIX

GOOD DISTRIBUTION NETWORK

TECHNOLOGY AND e - INITIATIVES

COMPANY VALUE OF AMUL

State Marketing Federation

Most dairies within a State (GCMMF in Gujarat)

twenty two State Federations in India

A

N

A

N

D

Section Milk Digesting Unions

Every region in the condition

doze district unions in Gujarat

168 unions across India

Town Co-operative Communities

All villages within a district

72, 774 villages in India

Milk Producers

P

A

T

T

E

R

N

SBU S OF AMUL

BCG MATRIX OF

AMUL

ITEM

PORTFOLIO

PROVIDERS

RENDERED

ØVeterinary Services

ØPelleted Cows Feed

ØEducation upon Animal Husbandry

ØFacilities for Artificial Insemination

ØGenetic improvement of native

cattle

AMUL'S STP

• Segmentation

ü Customer based

ü Industry structured

ü Not too easy

• Targeting

ü Amul parlours

• Placing

ü A mass industry player, zero premium

offerings

ü USP – Quality with affordability

ü " Amul” while " Flavor of India” - creating

value

ü New offerings for health-conscious and

INTEL

MARKETINGTOPICALS

• One of the most

conservative FMCG

entities — GCMMF —

spends a mere 1%

of their turnover about

promotions.

• Amul butter girl is 1

of the lengthiest run advertisement

campaigns inside the

country for 43

years!!!

ROTATIONAL

PROMO

STRATEGY

Ø Amul Ice-cream 1996

Ø Category re-visited in 1999

Ø Amul Dairy products in 2001

Ø Amul Masti Chaas in 2004-05

Ø Nutramul and Kool Kafe 5 years ago

Ø AmulKoko — cool chocolate drink in

2009

VARIOUS OTHER

PROMOTIONAL

STRATEGIES

AMUL'S SUPPLY

CHAIN

AMUL PARLOURS

• " Amul Utterly...