Food Processing

ENTERPRISE ANALYSIS DESK RESEARCH

Presentation by
ARUNRAJ KS
ARUNKUMAR PP
HARI SR
MANJUBASHINI NB
VIJAYPRAKASH G
VISALATCHI S

Retail

The Organization Structure of Amul is divided into two

parts:
External Organization Structure.
Internal Organization Structure.

ORGANIZATION
STRUCTURE

Economic
Aspect

SocioCultural
Aspect

Source: Amuls website

The Following is the Internal Organization Structure of Amul:

Chairman

Managing Director

General Manager

Asst. General Manager

Finance
Department

Personnel
Department

Production
Department

Marketing
Department

S&P
Department

GEOGRAPHICAL SPREADS
High

Medium

Low

AMULS EXPORTS

HEAD OFFICE

Gujarat Cooperative Milk Marketing FederationLtd.

Amul Dairy Road,
P B No.10, Anand - 388 001,
Gujarat, India.

AMULS PLANTS
Anand plant

Mogar plant

Khanjari plant

khatraj plant

CERTIFICATIONS

Amul has been the first dairy in India to get accredited

with certification of ISO 2200:2005 & ISO 9001 for its
operations and plants.

CUSTOMER BASED MARKET

SEGMENTATION
Kids

Women

Calorie conscious

Youth

Health conscious

INDUSTRY BASED MARKET

SEGMENTATION
Ice-cream Manufacturers

Restaurant/Food Chains

Coffee Shop Chains

Milk

Temples

Bakery & Confectionaries

Pizza Retailers

Snacks Retailers

Butter/Cheese/Ghee

PRODUCT DIVERSIFICATION
Dairy

Non-dairy

Amul
pasteurized
processed cheese
Amul cheese
spreads
Amul emmentel
cheese
Amul pizza
mozzarella
cheese
Gouda cheese

Amul pure ghee

Amul cooking
butter
Amul malai paneer
Utterly delicious
pizza
Masti dahi

Amul ice cream

Amul Shrikhand
Amul mithai
gulabjamun
Amul chocolates
Amul lassi
Amul basundi

Nutramul
Amul shakti
health food
drink

Margarine
Amul butter
Amul lite
Delicious
table.

Amul kool
milkshake
Nutramul
energy drink
Amul kool
flavoured
bottled milk
Amul Masti
spiced
buttermilk
Amul kool
thandai.

Amul spray
infant milk
food
Amul instant
full cream
powder
Sagar
skimmed milk
powder
Sagar tea,
coffee whitener
Amul dairy
whitener

Amul fresh milk

Amul gold milk
Taza double toned
milk
Amul lite slim and
trim milk
Amul fresh cream
Amul shakti
toned milk
Amul
calciplus

MARKET SHARE
Category

Market Share

Market Position

Butter, Ghee

85%

Milk Powder

40%

Cheese

50%

Ice-cream

24.75% (HUL28.22%, Mother

Dairy- 8.66%)

Sweets

50%

Chocolate Drink

90%

Chocolate

10% (Cadbury 70%)

Amul Product Portfolio in Graph

100%

Market Share

90%
80%

Market share

70%
60%
50%
40%
30%

Market Share

20%
10%
0%
Products

19

MARKET SHARE IN INDIA

Product Category

Market Share in India

Butter

90%

Cheese

80%

Ice-cream

40%

Pouched Milk

25%

Source: The Economic Times, Feb. 12, 2012

FUTURE GROWTH
Product Category

Indian Market Size 2015

(estimation)

Branded Pouched Milk

50,000 cr. INR

Branded Butter

1200-1400 cr. INR

Branded Cheese

400-500 cr. INR

Branded Ice cream

1500 cr. INR

Flavored Milk

300 cr. INR

PROMOTION
Uses a variety of media
Most famous is billboard campaign
Word of mouth

22

ADVERTISING AGENCY
Sylvester Da Cunha

Eustace Fernandez

THANK YOU!