Amul The Taste of India

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

A brand name managed by Gujarat Co-operative Milk Marketing
Federation(GCMMF)

Jointly owned by 2.79 million milk producers in Gujarat

Spurred the White Revolution of India, which has made India the
largest producer of milk and milk products in the world.

Overseas markets - Mauritius, UAE, USA, Bangladesh, Australia,
China, Singapore, Hong Kong and a few South African countries
Amul The Taste of India
Dr Verghese Kurien, former chairman of the GCMMF -the man
behind the success of Amul.

Has a 15% market share in the Rs 15,000 crore milk category, and
a 37% share in the Rs 900 crore organized ice-cream segment.
S
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Robust Supply Chain
Low Cost Strategy
Diverse Product Mix
Strong Distribution
Network
Technology and e-
initiatives
Kids
-Amul Kool
-Chocolate Milk
-Energy Drink
-Millk Shake
Customer Based Product
Women
Amul Calci +
Customer Based Product
Youth
-Utterly Delicious Pizza
-Amul Emmental Cheese
-Amul Cheese Spreads
Customer Based Product
Calorie
Conscious
-Amul Lite
-Sagar Skimmed Milk
Powder
-Amul Lite Slim and
Trim Milk

Customer Based Product
Health
Conscious
-Nutramul -Amul Stamina
-Amul Shakti Health Food Drink
Customer Based Product
RAW
MILK
Packaged Milk
-Ice cream
-Beverages
Dried
-Skimmed Milk
Powder
Condensed
-Ghee
-Butter
-Cream
Innovative Advertisements
AMUL is well known for its innovative hoardings
Innovative Advertisements
Strengths
Largest food brand in India
High Quality, Low Price
World's Largest Pouched
Milk Brand
Highly Diverse Product Mix
Robust Distribution
Network

Weaknesses
Perishability
Risks of highly complex
supply chain system
Advertisement and
promotional activities
Strong dependency on weak
infrastructure
Availability of product and
services in peak seasons.

SWOT Analysis
Opportunities
Untapped Rural Market
Penetrate international
markets
Tie-ups with various food
chain


Threats
Competitors - HUL, Nestle
and Britannia
Unorganized sectors of milk
vendors
Growing price of milk and
milk products
Ban on export of milk
powder

SWOT Analysis
What more can Amul do?
To improve further Amul can try out the following
ideas:

Tie-ups with local suppliers to increase
production and local procurement of milk

Promotion of other products like Amul basundi,
Gulab jamoon, choclates etc which are not as
popular as Amul ice cream and butter.

What more can Amul do?
Focus on rural India by advertising through the
media viz cable channels and newspapers.
Sponsoring shows in TV, sports events can be of
great help.

Aggressive marketing should be done in order to
stop the growth of competitors like Cream Bell,
Kwality Walls, Mother Dairy, Gokul

THANK YOU