Amul ppt
- 2. The largest food brand in India and world's Largest Pouched Milk Brand ‘Amul’ is a brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). This name has its origin in the Sanskrit word "Amoolya," (meaning Priceless) and was actually suggested by an employee of Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)
- 3. The Gujarat Cooperative Milk Marketing Federation Ltd, Anand (GCMMF) is the largest food products marketing organisation of India and is the apex organization of the Dairy Cooperatives of Gujarat. With a turnover of INR 67.11 billion GCMMF has created an economic network that links millions of consumers in India and abroad.
- 4. 2.8 million village milk producers, A cooperative system that includes 13,141 Village Dairy Cooperative Societies (VDCS) at the village level, Further affiliated to 13 District Cooperative Milk Producers’ Unions at the District level and GCMMF at the State level.
- 5. Condition of dairy farmers Plea of dairy farmers and role of Sardar Vallabh Bhai Patel Formation of first District Co-operative ‘Kaira’ Formation of ‘GCMMF’
- 6. There was exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand (in Kaira District of Gujarat) and Polson Dairy . Other problems faced by dairy farmers in Gujrat.
- 7. Unfair trade practices and minimal returns angered dairy farmers. So under the leadership of Tribhuvandas Patel dairy farmers approached Sardar Vallabh Bhai Patel for a solution.
- 8. Thus the first District Cooperative was established to collect and process milk in the District of Kaira in 1946. Milk collection was also decentralized and village level cooperatives were established to organize the marginal milk producers in each of these villages. The brand Amul was formally registered on December 14th1946
- 9. Later on with the help of Dr. Verghese Kurien and Shri H M Dalaya this revolution spread to most of the districts in Gujrat. Thus GCMMF came into being in the year 1973. Initially, the brand name Amul was with Kaira district dairy cooperative, but later they decided to give it to GCMMF
- 10. The father of the White Revolution, Dr. Verghese Kurien and the World Food Prize & the Magsaysay Award winner, is responsible for the grand success of brand ‘Amul’.
- 13. In a recent survey, GCMMF ranked amongst the top ten FMCG firms in the country AMUL rated the second most recognized brand in India amongst all Indian and MNC offerings
- 14. What makes AMUL successful ???
- 15. Objective : ◦ Deliver profitable and equitable returns to a large number of farmers for a long period of time Additional objective ◦ Develop the supplier over the long term through social change.
- 16. Raw milk Condensed ->Ghee, butter, cream Packaged Milk ->Ice cream and beverages Dried Milk ->Skimmed milk powder Pasteurization Amul’s Supply chain is one of the most complicated in the world
- 17. 1. • High collection rate of milk 2. •Required increasing membership with more village societies 3. •Better Cattle management- Better milk yield 4. •Ensure cost to farmers and high quality to customer at low prices
- 18. Consumers- Limited Purchasing power Modest consumption levels of milk Low –cost price strategy Products affordable & attractive
- 19. Dry and cold warehouses to buffer inventory Transactions on an advance demand draft basis Just-in-time inventory strategy improves dealers' return on investment (ROI) All branches -dedicated vehicle operations.
- 20. Common brand for most product categories produced by various unions: liquid milk, milk powders, butter, ghee, cheese, cocoa products, sweets, ice-cream and condensed milk Avoided inter-union conflicts Opportunity for the union members to cooperate in developing products.
- 21. Unions' core activity -milk processing and the production of dairy products. Marketing efforts , brand development - By GCMMF Logistics of milk collection, distribution of dairy products, sale of products through dealers and retail stores, provision of animal feed, and veterinary services –By Third Parties
- 22. Large number of organisations and entities in the supply chain GCMMF and the unions play a major role in achieving control Interlocking control - The board is drawn from the heads of all the unions, and the boards of the unions comprise of farmers elected through village societies The federation handles the distribution of end products and coordination with retailers and the dealers.
- 23. Small group activities or quality circles at the federation TQM program at the unions Improvement programs across to a large number of members and the implementation rate is consistently high For example, every Friday, Meeting without fail, between 10.00 a.m. and 11.00 a.m – to discuss quality concerns Village societies becoming individual improvement centres
- 24. 1)Quality • No brand can survive long if it’s quality is not equal or exceed customer expectations. • Incase of food product hygienic, taste, bacteriological & organoleptic standard –main essence. 2)Value for money • Customers get more than what they pay. • Keep price fair & do best to ensure that retailers don’t gain at the expense of customer.
- 25. 3)Availability Brand available when and where customers want. Amul has nation’s finest distribution network. 4)Service Committed to total quality.
- 26. “Perspective of the product mix of a company”
- 27. Bread spreads Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter Delicious Margarine Pure Ghee Sweets Amul Shrikhand & Amrakhand Amul Mithaee Khoya Gulabjamaun Amul Basundi 27
- 28. Milk Powders Amul Full Cream Milk Powder Amulya Dairy Whitener Sagar Skimmed Milk Powder Sagar Tea and Coffee Whitener Sweetened Condensed Milk Amul Mithaimate Fresh Milk Amul Taaza Toned Milk 3% fat Amul Gold Full Cream Milk 6% fat Amul Shakti Standardised Milk 4.5% fat Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk 28
- 29. Curd Products Yogi Sweetened Flavoured Dahi (Dessert) Amul Masti Dahi (fresh curd) Amul Lite Dahi Amul Prolife probiotic Dahi Amul Masti Spiced Butter Milk Amul Lassee Chocolate & Confectionery Amul Fruit & Nut Chocolate Amul Bindazz Amul Rejoice Amul kesar
- 30. Amul Ice creams Vanilla Royale Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple) Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae) Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic)
- 31. Milk Drink Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate, Butterscotch) Amul Kool Cafe Amul Kool Koko Health Beverage Amul Shakti White Milk Food
- 32. India’s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics Low Priced Amul Ice Creams made Kwality Walls life difficult. 32
- 33. Aug 25 2007 Amul launches Chocolate milk under brand name of ‘Amul Kool Koko’. This is targeted at teenagers and youths. 33
- 34. Nov 11, 2007 Amul in Multinational Arena With Snack Launch: “Munch Time”. Flavors: Masala , Mint and Tomato New Product Activity. Nov 26, 2007 Amul Launches “Fresh Paneer” (Free From Any Harmful Chemicals) Flank Attack—Expanding its Cheese Segment. Current market share 65%. 34
- 35. Cheese Spreads Specific Vs General “Amul Processed Cheese Vs Cheese Spread” USP: Cheese spread is highly accepted spread for regular use. Milk Drinks “Nutramul Energy Drink Vs Amul Kool” 35
- 36. Changing retail environment Striking out on its own, with Amul Outlets or parlors to deliver consumers total brand experience Launched in 2002, there are now 400 Amul parlors across the country, which contributed 3% to the brand’s total turnover last year. High profile locations: Amul parlors are today present on campuses of Infosys, Wipro, IIM-A, IIT-B, Temples, Metro rail and railway stations in Gujarat.
- 37. The First Advertising Strategy1966 sees the creation of the Amul girl by Sylvester daCunha of the ASPAdvertising agency as a rival to the Polson . In 1967 the first hoarding was put up in Mumbai with the Amul girl. The tag line of “Utterly Butterly Delicious” came out in October of 1967. The first Topical ad came out in 1969 at the beginning of the Hare Rama Hare Krishna movement. One of the most conservative FMCG entities — GCMMF — spends a mere 1% of its turnover on promotions. Amul butter girl is one of the longest run ad campaigns in the country for 43 years. Entered in the Guinness Book Of World Records for being the longest running campaign ever.
- 38. Amul Cyber Store Amul in Social Networking Amul Indulges in Second Life marketing – Advergaming Amul Parlors
- 42. Amul envisages that the dairy cooperatives of Gujarat will have a group turnover of Rs. 27000 crores by the year 2020. This will be a three-fold increase over its current group turnover of approx. Rs. 9600 crores. Milk production in milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at an annual growth rate of 4%. Amul will create fresh avenues for growth by tapping the rising demand for new value-added products. Special emphasis will be given to strengthening their presence in the large market for liquid milk, in metropolitan cities. Plan to double to processing capacity of dairy plants to 20.7 million kg per day, by 2020. This would include multi-fold capacity expansion for major product categories including milk powders, Ice-cream, paneer, cheese, ethnic sweets, curd, ghee and other dairy products.
- 43. Strength •Demand profile •Flexibility of product mix •Technical manpower •Trust enjoyed by its products •Strong cooperative organization •Introduced TQM Weakness •Logistics of procurement •Competition •Short self life of its products •Completely dependent on villages for its raw material •Salaries offered is less compared to competitors Opportunities •Value addition •Export potential •Used internet to sell its products •Introduced hybrid products in the market •Exploring foreign markets Threat •Milk vendors, the un-organized sector •Strong competition from MNCs • Competition from private dairies and local milk suppliers • The yield of Indian cattle still much lower than other dairy countries
- 44. Thank you