PRESENTATION

ON
ROLL NO. NAME OF MEMBERS TOPIC NAME

134 SUNEET HEREKAR Introduction, History

121 ANIKET SALVI Growth Rate & Business Model, Diverse Product
Mix

128 SANDESH BHIRADE The 3 C’S Model

Mix… Product for every one

98 MANISHA MORE Amul Competitors

AMUL – PRODUCT PORTFOLIO
SWOT Analysis
124 RACHIT JAJOO BCG Matrix & The BCG Growth- Share Matrix

101 PRAGATI KEDAR 4 P’s of marketing,Advertisement,Reasons For Success,

Amul is going globally,Conclusion
 WORLD’S
LARGEST
POUCHED
MILK
WORLD’S
BRAND
BIGGEST
VEGETARIAN
CHEESE
BRAND
 WE WILL MISS YOU MILK MAN OF INDIA
THANK YOU FOR GIVING US HAUSLA, PRAGATI AND ANAND
REST IN PEACE TO HONORABLE DR. VERGHESE KURIEN BY OUR GROUP MEMBERS
Introduction
History
Growth Rate & Business Model
Diverse Product Mix
The 3 C’S Model
Mix… Product for every one
Amul Competitors
Amul – product portfolio
SWOT Analysis
BCG Matrix & The BCG Growth- Share Matrix
4 P’s of marketing
Advertisement
Reasons For Success
Amul is going globally
Conclusion
Formed in 1946, is a dairy cooperative movement in India with 250 liters of
milk per day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’
UNION.
•A brand name AMUL is managed by Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF).
•The brand name Amul means “AMULYA” (suggested by a quality control
expert in Anand). This word derived form the Sanskrit word “AMULYA” which
means “PRICELESS”.
•Amul has spurred the white revolution of India, which has made India the
largest producer of milk and milk products in the world and the White
Revolution has finally created a billion-dollar brand.
•Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world , which is
matter of proud for Gujarat and whole India.
•Amul has more than 150 chilling centers in various villages.
•Dr. Varghese Kurien, former chairman of the GCMMF – the man behind
the success of Amul.
Annual Turnover Of Rs 4300 Crore (2006-07)
Rs 10,000-crore mark over the next three years.
Four decades to become Rs 2,000-crore entity But, the turnover doubled to
over Rs 4,300 crore within nine years from 1999 to 2007
Annual Turnover 10000
10000

8000
INR Crores

6000
4300
4000
2000
2000

0
1946 1999 2007 2008 2009 2010
Time Frame
 Every day Amul collects 7 million
liters of milk from 2.6 million
Raw
farmers (many illiterate), converts
Milk
the milk into branded, packaged
products, and delivers goods to over
500,000 retail outlets across the
country.
Packaged
Condensed Dried
Milk
 Its supply chain one of the most
Ghee Skimmed
complicated in the world. Butter Ice cream
Milk
Cream Beverages
Powder
 Amul Butter,
 Milk Powder,
 Ghee,
 Amulspray,
 Cheese,
 Chocolates,
 Shrikhand,
 Ice cream,
 Nutramul,
 Milk and Amulya

11
•Defending against Mahananda, •Customers extremely satisfied
Vijay, Milma & other co-operative
•Moved from loose milk to
milk brands •packaged milk
•Ready to try more products
•Aggressive moves against •Improved socio-economic
Britannia, Nestle, Mother Dairy conditions
and Kwality
Competitor Customer

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
o Amul never forget its “primary customer”
- Amul collects 7 million liters of milk from 2.6
million formers(many ittiterate)

o Product for youth

- Amul launches Chocolate milk under brand
name “AMUL KOOL KOKO” targeting the youth

o Product for diabetic people

-India’s First pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics
oProduct for the health
conscious
- Amul Launched “low fat, low
cholesterol
bread spreads”

oProduct for the price

sensitive India
- Low Priced Amul Ice Creams and
affordable ‘sagar’ whitener

oProduct for the urban class

- Amul launched emmental,
gouda and pizza mozzarella cheese
Category Market Share Market Position

Butter 85% 1
Milk Powder 40% 1
Cheese 50% 1
24.75% (HUL-28.22%,
Ice- Cream Mother Diary- 8.66%) 2
Sweets 50% 1
Chocolate Drink 90% 1
Chocolate 10% (Cadbury- 70%) 3
 Largest food brand in India & Asia High
Quality, Low Price
Introduced TQM
World’s Largest Pouched Milk Brand Annual strength
turnover of 4300Crore(2006-07)
Highly Diverse Product Mix
Robust Distribution Network Strong dependency on weak infrastructure
& completely dependent on villages for its
raw materials
Risks of highly complex supply chain
system
Short self life of its Products
weakness
Alliance with third parties who do not
belong to the organized sector
 Penetrate international markets
Diversify product portfolio to entre new products
categories and expand existing categories like
processed foods, chocolates etc.
Use internet to sell its products
Opportunities

Competitors- Hindustan lever, Nestle, Britannia and

Local players
Stiff competitions from MNC’s in butter

Threats Growing price of milk and milk products

Ban on exports of milk powder
The yield of India cattle still much lower than other
dairy countries.
 BOSTON CONSULTING GROUP (BCG) MATRIX is developed by “ BRUCE
HENDERSON” OF THE BOSTON CONSULTING GROUP IN THE EARLY 1970’s.

 According to this technique, businesses or product are classified as low or

high performers depending upon their market growth rate and relative
market share.
It is a portfolio planning model
which is based on the
observation that a company’s
business units can be classified
in to four categories:
 Stars
 Question marks
 Cash cows
 Dogs

 It is based on the combination

of market growth and market
share relative to the next best
competitor.
20
Star are leaders in business.
They also require heavy investment, to maintain its market
share.
It leads to large amount of cash consumption and cash
generation.
Attempts should be made to hold the market share
otherwise the star will become a CASH COW.
Most businesses start of as question marks.
They will absorb great amounts of cash if the market share
remain unchanged, (low).
Question marks have potential to become ater and eventually
cash cow but can also become a dog.
Investment should be high for question marks
 They are foundation of the company and often the star of yesterday.
 They generate more cash than required.
 They extract the profits by investing as little cash as possible.
 They are located in an industry that is mature, not growing or declining.
Dogs are the cash traps.
Dogs do not potential to bring in much cash.
Number of dogs in the company should minimized.
Business is situated at a declining stage.
 High Amul Ice-
Cream

Amul cheese
Amul chocolate
Business
growth rate Amul butter

Low Amul chocolate drink

High Low
Relative Market Share
Cost of milk.
Labor cost.
Packaging cost.
Processing cost.
Advertisement cost.
Transportation cost.
Sales promotion cost.
Taxes etc.
 Uses of variety of media to communicate.
 Most famous in bill board
 Amul Butter girl is one of the longest run ad
 Campaign using like Amul star voice of India.
MOVIES
 Product Use updated
diversification Technology

Easy
Promotions
Availability

Success
Pricing
Test & Trust factor of Strategy
Amul
GCMMF has signed an agreement with Wal-Mart to stock its shelves with products under
its Amul brand name. Amul processed cheese, pure ghee, shrikhand, Nutramul, Amul’s
Mithaee Gulab Jamuns are few of the products marketed in US markets.

50% of Americans being medically obese & if Amul is really looking to capture the hearts of
the 2nd and 3rd of Indians, offering low-fat versions of its brands, would make a lot of
commercial sense. Hence targeting the large Indian community in the US
markets with its niche products like Mithai, Packaged ready to eat foots market, it can
definitely expand its market to a large extent.

Overseas markets- Mauritius, UAE, Bangladesh, Australia, China, Singapore, Malaysia ,

Nepal, Pakistan, Hong Kong and a few South African countries.
Fresh plans of flooding the markets of Japan & Srilanka.
Tie up with Glaxo to sell baby food…
Amul can try out the following ideas:
I) Amul can venture out on new products like Toned milk,
Condensed milk that can be used for sweets, Baby food products,

II) There are certain product like Amul basundi, gulab jamoon, chocolates etc
which are not as popular as Amul ice cream. Amul must try to understand the
cause of this through thorough market research and work on improving these
products

III) Though Amul’s hoardings are a huge success, it can penetrate even better
in the rural areas by advertising through the media via cable channels and
newspapers. Sponsoring shows in TV, sports events can be of great help.
THANK YOU…
ANY QUESTION??