A CASE

STUDY

DAYALBAGH EDUCATIONAL
INSTITUTE

Submitted
By:Deepak
Bansal

Over*AMUL stands forview

Anand Milk Union Limited.
*AMUL means Priceless in Sanskrit.
*AMUL is the No. 1 dairy brand in India.
*It has a multi dimensional impact on the rural
economy and the society.
*Amul products packed in consumer packs & bulk
packs are exported to countries like : USA,
Australia, China, Singapore, UAE, Bangladesh,
Mauritius, Hong Kong and other South African
countries.

History of Amul

Amul (Anand Milk Union Limited), formed in 1946, is a dairy

cooperative movement in India.

It is managed by Gujarat Co-operative Milk Marketing Federation

Ltd. (GCMMF).

AMUL is based in Anand, Gujarat and has been a sterling 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..

Amul has spurred the White Revolution of India. It is also the

world's biggest vegetarian cheese brand.

Reasons for success

Robust Supply
Chain
Low Cost Strategy

Success!!
Success

Diverse Product Mix

Strong Distribution Network

Technology and e-initiatives

Facts about co-operative

Members:-

13 district cooperative
milk producers' Union

No. of Producing
members:-

2.79 million

No. of Village
Societies:-

13,328

Total Milk handling

capacity:-

11.22 million litres per

day

Milk Collection (2013

14)
Milk Collection daily
average (2013 14)

Amul Business
Model
Raw Milk
Pasteurization

Condensed

Packaged Milk

Dried

Butter
Ghee
Cream

Ice Cream
Beverages

Skimmed
Milk
Powder

SWOT Analysis
Strengths

Weaknesses

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

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

Threats

Penetrate international markets

Diversify product portfolio to enter
new product categories and
expand existing categories like
processed foods, chocolates etc

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

Consumer Based Market Segementat

Kids
Women
Yout
h
Calorie Concious
Health Concious

Amul Kool Chocolate Milk

Nutramul Energy Drink
Amul Kool Millk Shake

Amul Calci +

Utterly Delicious Pizza

Amul Emmental Cheese
Amul Cheese Spreads

Amul Lite
Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk

Nutramul
Amul Shakti Health Food Drink

Industry Based Market Segementat

Ice-cream
Manufacturers

Food
Chains

Coffee Shop
Chains

Temples

Bakery &
Confectionary

Pizza Retailers

Snack Retailers

Mix Product for every one

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

Mix Product for every one

Product for the health conscious
Amul Launched low fat, low cholesterol
bread spreads
-

Product for the price sensitive India

Low Priced Amul Ice Creams and affordable sagar

whitener

Product for the urban class

- Amul launched emmental, gouda and pizza
mozzarella cheese

The 3 Cs
Defending against Mahananda,
Vijay, Milma & other co-operative
milk brands
Aggressive moves against
Britannia, Nestle, Mother Dairy
and Kwality
Competitor

Amul Product Portfolio

Corporate Social Responsibility

The AMUL Way.
CSR sensitive business philosophy.
* To serve the interests of milk producers and
* To provide quality products to consumers as
value for money.
CSR orientation to Distributors and Retailers.
CSR oriented to Staff.

CSR- Other Activities

Encourage women to participate in Dairy co-op societies.

To develop and enhance leadership qualities among Wome

Amuls member unions organised 3 self managing leadersh

Workshops at PRAJAPITAS, BHRAMAKUMARIS & Mt. Abu.
3100 women participated in this programme.
Organisation of AMUL YATRA in ANAND.

Thank you !