Amul The Taste of India
Amul The Taste of India
History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a dairy
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.
Success!!
Amul Butter, Milk Powder, Ghee, Amulspray, Cheese, Chocolates, Shrikhand, Ice cream, Nutramul, Milk and Amulya
organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.
Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.
Facts
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 200809): Milk collection (Daily Average 2008-09): Milk Drying Capacity: Cattle feed manufacturing Capacity: 13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million liters per day 3.05 billion liters 8.4 million liters 626 Mts. per day 3500 Mts. per day
RAW MILK
pasteurization
Competitive Rivalry
yis
High due to
Bargaining Power of Suppliers is low because the suppliers Are rural milk producers
SWOT Analysis
Strengths
Largest food brand in India High Quality, Low Price World's Largest Pouched Milk Brand Annual turnover of US $1504 million Highly Diverse Product Mix Robust Distribution Network
Weaknesses
Risks of highly complex supply chain system Strong dependency on weak infrastructure Alliance with third parties who do not belong to the organized sector
Opportunities
Penetrate international markets Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc
Threats
Competitors - Hindustan Lever, Nestle and Britannia Still competition from MNCs in butter Growing price of milk and milk products Ban on export of milk powder
Amul Calci +
Utterly Delicious Pizza Amul Emmental Cheese Amul Cheese Spreadsv Amul Lite Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk
Health Conscious
Restaurant/Food Chains
Milk
Temples
Pizza Retailers
Snacks Retailers
Butter/Cheese/Ghee
Advertisements
AMUL is well known for its innovative hoardings. Find below a
few:
Advertisements
Amul never forgot its primary customer - Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate) Product for youth - Amul launched Chocolate milk under brand name of Amul Kool Koko targeting the youth
Product for diabetic people - Indias First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics
conscious
-
Product for the urban class - Amul launched emmental, gouda and pizza mozzarella cheese
10 years back, Amul took a shot at bottled water through Jaldhara which was produced by NDDB. However the venture failed owing to less demand for packaged water in market. The product was abandoned. Now Amul is all set to re-launch bottled water NARMADA NEER
The 3 Cs
Defending against Mahananda, Vijay, Milma & other co-operative milk brands Aggressive moves against Britannia, Nestle, Mother Dairy and Kwality
Competitor Customer
Customers extremely satisfied Moved from loose milk to packaged milk Ready to try more products Improved socio-economic conditions
Company
Largest milk brand in Asia More than 30 dairy brands Market leader in ghee & butter Very strong supply chain Enjoys Fine reputation Quality with Affordability
Amul Chocolate
Low
Low
Growth Phase
Inadequate Success Failed new brands Excessive discounts 10% Market share Tough competition by Market Leaders Cadbury (70%), Nestle
Decline
Sales
Introduction
Phase Amul Milk, Amul Fruit and Nut
Decline Sales
New Brands Rejoice, Kite Bite, Nuts about you Sugar Free Choco Zoo
Thank You !!
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