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  • Presented By:: Virendra Thanekar. Prakash Ravindran. Vishal Sonawane

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    The document provides information about Amul, India's largest dairy cooperative. It discusses that Amul was formed in 1946 in Anand, Gujarat as a cooperative brand owned by milk producers. Amul has expanded to include multiple dairy plants producing products like milk, butter, cheese and more. It also discusses Amul's vision, production process, distribution network, marketing strategies and SWOT analysis.

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    The document provides information about Amul, India's largest dairy cooperative. It discusses that Amul was formed in 1946 in Anand, Gujarat as a cooperative brand owned by milk producers. Amul has expanded to include multiple dairy plants producing products like milk, butter, cheese and more. It also discusses Amul's vision, production process, distribution network, marketing strategies and SWOT analysis.

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    Attribution Non-Commercial (BY-NC)
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    Download as pptx, pdf, or txt
    920 views31 pages

    Presented By:: Virendra Thanekar. Prakash Ravindran. Vishal Sonawane

    Uploaded by

    vishalvriksh123
    The document provides information about Amul, India's largest dairy cooperative. It discusses that Amul was formed in 1946 in Anand, Gujarat as a cooperative brand owned by milk producers. Amul has expanded to include multiple dairy plants producing products like milk, butter, cheese and more. It also discusses Amul's vision, production process, distribution network, marketing strategies and SWOT analysis.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    of 31

    Presented By:

    Virendra thanekar.
    Prakash Ravindran.
    Vishal Sonawane.
    HISTORY OF AMUL
     The brand name "Amul" ("priceless" in Sanskrit).

    Formed in 1946, is a dairy cooperative in India.

    AMUL is based in Anand, Gujarat.

    A part of the Gujarat Cooperative Milk Marketing


    Federation (GCMMF)

     Birth of Amul and development of India’s Dairy

    Cooperative
    Vision of Amul
     To serve the interests
    of the milk producers.

     To provide quality
    products that offer the
    best value to consumers
    for money spent.
    Plants of Amul
     First plant is at ANAND, which engaged in the manufacturing of
    milk, butter, ghee, milk powder, flavored milk and buttermilk.
     Second plant is at MOGAR, which engaged in
    manufacturing chocolate, nutramul, Amul Ganthia and
    Amul lite.
    Third plant is at
    Khatraj, which
    engaged in producing
    cheese.

    Today, twelve dairies


    are producing different
    products under the
    brand name Amul.
    Today Amul dairy is
    no. 1 dairy in Asia and
    no. 2 in the world
    Establishment of corporate society
     Milk producer becomes member only after he
    agrees to sell milk to that co-operative.
     Each society has milk collection unit where
    farmers bring there milk.
     Today almost 1million farmers are there into
    village milk producers society.
     Milk sold is 6.3 million liters per day.
    Production process
    MILK-O-TESTER

    electronic weighing scale


    Steps of Production Process

    1. Collection of Raw Milk 7. Quality Check

    2. ELECTRONIC MILK TEST 8. Packaging Process

    3. METHYLINE BLUE REDUCTION TEST9. Storage

    4. The dairy fixes the proportion of SNF & FAT

    5. Pasteurizing and Standardizing

    6.Separation Process
    Distribution channel
    DISTRIBUTION NETWORK

     300 stock keeping units.

     46 sales offices.

     3,000 distributors.

     1,00,000 retailers with refrigerators.

     5,00,000 non-refrigerated retail outlets.


    Various Amul milk forms
    Amul Marketing in Rural Sector in India

     Advertisements on Aakashwani

    Road Shows

    Hoardings
    AMUL POSTERS
    SWOT Analysis

    Strengths Weaknesses

    •Largest food brand in India •Risks of highly complex supply


    •High Quality, Low Price chain system
    •World's Largest Pouched Milk Brand •Strong dependency on weak
    •Annual turnover of US $1504 million infrastructure
    •Highly Diverse Product Mix •Alliance with third parties who
    •Robust Distribution Network do not belong to the organized
    sector

    Opportunities Threats

    •Penetrate international markets •Competitors - Hindustan Lever,


    •Diversify product portfolio to Nestle and Britannia
    enter new product categories •Still competition from MNCs in
    and expand existing categories butter
    like processed foods, chocolates •Growing price of milk and milk
    etc products
    •Ban on export of milk powder
    Customer Based Market Segmentation
    Amul Kool
    Chocolate Milk
    Kids Nutramul Energy
    Drink
    Amul Kool Milk
    Shake

    Women Amul Calci +

    Utterly Delicious
    Pizza
    Youth Amul Emmental
    Cheese
    Amul Cheese
    Spreadsv
    Amul Lite
    Calorie Conscious Sagar Skimmed
    Milk Powder
    Amul Lite Slim and
    Trim Milk

    Nutramul
    Health Conscious Amul Shakti Health
    Food Drink
    Industry Based Market Segmentation

    Ice-cream Manufacturers

    Restaurant/Food Chains

    Coffee Shop Chains

    Milk
    Temples

    Bakery & Confectionaries

    Pizza Retailers

    Snacks Retailers

    Butter/Cheese/Ghee
    Competitors of Amul

     CHITALE DAIRY (1939)

     KATRAJ DAIRY (1960) VS AMUL (1946)

     GOKUL (1963)
    Amuls initiative in rural areas

     Insurance against natural calamities.

     Establish telecenters and enhance technology in


    villages.

     To purchase all milk that member farmers produced.

     To sell liquid milk at affordable prices so as to serve


    a large number of consumers
    Telecenter
    Research Methodology
    “Research Methodology” is a system of models, procedures
    and techniques used to find the results of a research problem.

    Sampling :-

    Age Group: 18-60 years Sample size: n = 200


    Occupation: No Bar Gender: Both Male & Female
    Residence: Mumbai (City and Suburbs)
    Income: No Bar
    Religion/Caste/ Ethnicity: No Bar
    Marital Status: No Bar
    Data Collection

    The data collection was through primary data by personally


    conducting the surveys all over Mumbai face to face. This
    questionnaire is predefined by students of RGCMS and also Prof.
    Vaishali. During this phase, the contact with the respondent was
    made, questionnaire was administered, the data was recorded.
    DATA ANALYSIS
    1. No. of distributors storing Amul milk.
    Answer No. Of Percentage
    respondents
    Yes 15 30%

    No 35 70%

    2. Size of Amul milk packets retailers preferred to store.

    Amul Milk packets No. of respondents


    250ml 0
    500ml 32
    1Ltr 23
    5Ltr 0
    3. Reason for Amul milk not stored by distributors and retailers.

    Answer No. of respondents


    Absence of packaging date 10
    Low margin 15
    No replacement for leakage 25

    4. Retailers and distributors satisfied with Amul milk.

    Answer No. of respondents Percentage

    Yes 34 68%

    No 16 32%
    5. Awareness among retailers and distributors about different sales
    promotional activities for Amul milk.

    Activities Aware Not aware

    Price off 34 16

    Free samples 15 35

    Credit facility 10 40

    Advertisement 45 5

    P-O-P Displays 41 9

    Coupons 44 6
    6.Consumers expectation from Amul milk
    Attribute Respondents

    Good quality 27

    Clear packagin 10

    Availability 13

    7. Ratings from distributors of Amul milk


    Why Amul??
    Physique : Taste, Personality :
    Quality Simple, Indian

    Reflection : Self-Image :
    Value Oriented Proud Indian, Fun loving
    Findings
     Low profit margin almost all retailers are not interested in
    selling Amul milk.

     All retailers get Amul milk from company selected distributors.

     More of the activities were not communicated by distributors.


    Distributors are taking the advantage of such activities.

     Cxs were complaining about the packaging especially packaging


    date bcoz Amul dnt print packaging date on pouch.
    Suggestions and Recommendations
     Company should start printing packaging date on milk pouch.

     Consider on the supply of product in the peak season.

     250 ml milk pouch should make available to retailers for selling,


    because lower income family has intention to buy small pouch
    milk.

     Incentives & schemes should be given to the retailers.

     Provide reasonable Margin to retailers as compared to competitors,


    this motivates them to promote company’s milk and milk products
    Thank
    You………….!

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