Professional Documents
Culture Documents
INTRODUCTION
The Kaira District Co-operative Milk Producers Union Limited, popularly known as Amul Dairy is formed in the year 1946 a US$ 2.2 billion turnover institution (2010-11). It is a institution built up with a network of over 15,712 Village Co-operative Societies and 500,000 plus members Managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today has 3 million milk producer members in India .
Amul is one of the largest producer of milk and milk products in the world. The chairman of the organization is Dr. V Kurien
Members: No. of Producer Members: No. of Village Societies: 13 district cooperative milk producers' Union 2.79 million 13,328
Total Milk handling capacity: 11.22 million litres per day Milk collection Total: Milk collection (Daily Average: Milk Drying Capacity: Cattlefeed manufacturing Capacity: 3.05 billion litres 8.4 million litres 626 Mts. per day 3500 Mts per day
AMUL PLANTS
1.First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk. 2.Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, and Amul lite. 3.Third plant is at Kanjari, which produces cattelfeed. 4.Fourth plant is at Khatraj, which is engaged in producing cheese.
BRAND ELEMENTS
Character / Mascot Name Logo
Brand Element
URL Jingle
Tagline/ Slogan
1. 2. 3. 4. 5.
6.
Keller Brand Elements Model Brand Name: Amul is the acronym of Anand Milk Union Limited. The Logo: The Tagline / Slogan: The taste of India The Jingle: Utterly, butterly, delicious ..Amul. The Character / Mascot: The Amul moppet has been the mascot of Amul since 1967, sporting a young girl in red polka dot frock with 'utterly butterly delicious jingle. The URL: www.amul.com
MOTTO The main motto of AMUL is to help farmers. Farmers were the foundation stone of AMUL. The system works only for farmers and for consumers, not for profit. The motto of AMUL is to provide quality products to the consumers at minimum cost. The goal of AMUL is to provide maximum profit in terms of money to the farmers. VISION Vision of AMUL is to provide and vanish the problems of farmers (milk producers). The AMUL apparition was to run the organization with cooperation of four main parties, the farmers, the representatives, the marketers, and the consumers. QUALITY POLICY They have motivated and devoted work force who are committed to produce wholesome and safe foods of excellent quality to remain market leaders through deployment of quality management system, state of art technology innovation and eco- friendly delightment of customer and betterment of milk producer
Cheese Range
Fresh Milk
Milk Powders
Milk Drink
Curd Products Pure Ghee Sweetened Condensed Milk Mithaee Range (Ethnic Sweets) Ice-cream Chocolate & Confectionery Health Drink Brown Beverage
Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee, Amul Yoghurt Amul Pure Ghee, Sagar Pure Ghee Amul Mithaimate
Amul Shrikhand, Amul Mithaee Gulabjamuns, Avsar Ladoos Sundae Range, probiotic sugarfree Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, Amul Bindass Stamina Instant Energy Drink Nutramul Malted Milk Food
Collection Chain
Supply Chain
Storing the milk
The Network
Available in over 5 lakh outlets in a network of around 4000 distributors
47 depots with dry and cold warehouses to buffer inventory of all its products Milk is procured from the villages and collected at Village Cooperative Societies (VCS), from there the milk is taken to manufacturing units where the milk is processed into various products. The products are then transporters to the company Depots located in various parts of the country. The products are then sent to Wholesale Distributors (WD) and from there to the retailers.
MU 1
MU...n
VCS 1
VCS n
Village 1
Village n
Up-stream flow
Milk is taken to VCS by farmers by bicycles Transportation of milk from the co operatives to the manufacturing units through trucks equipped with tankers to carry milk
Distribution channel
GCMMF Head office
Manufacturing
First leg
Depot...1
Depot...n
Second leg
WD 1
WD n
Third leg
Retail 1
Retail...n
Downstream flow
Second leg
Depots to WDs Transport through insulated 3 and 5 MT TATA 407 s
Third leg
WDs to retailers Transport through rickshaws or bikes
MILK-O-TESTER
TWIN OBJECTIVES
value proposition to a large customer base by providing milk and other dairy products at low price
Diversification Strategy
Developing markets for its high value products by graduating customer segments from low value products
Improvement Programs
Employees of the GCMMF meet every Friday between 10 to 11 am to discuss quality issues at a depot. Every meeting has a Purpose, Agenda and Limit (PAL).
Coordination
GCMMF ensures the distribution of final products by coordinating with retailers and dealers Unions take care of the supply side of things such as monitoring milk collection, supplying animal feed, educational activities; all ensuring that the product reaches the consumer in time.
The strategy, design and practices in AMUL s network are strongly driven by the objective of establishing and operating an efficient supply chain from milk production and procurement to product delivery to customers. Management of this network is built around two key elements 1.Coordination of the diverse elements of the network and 2.Use of appropriate technology that includes product, process and information technology and managerial practices and systems.
Training for farmers and their families emphasizing the need for good health care for not only cattle during its pregnancy and feeding but also for expecting and feeding mothers and the whole family. This effort has brought about a significant social change towards such issues in villages that have cooperative milk societies. Retail Census: GCMMF undertakes a census of all retail outlets (over 500,000) to evaluate customer perceptions and distribution efficacy of their network. This is being done by wholesalers in their respective territories at their own cost. This information is used for policy deployment exercise.
Promotional Activities
Advertisement strategy
Emotional touch: Since 1967 amul product mascott has been the very recoginazable amul girl showing up on hoadrings and products wrappers with the equally recognizable tagline The utterly butterly delicious amul . Through this Amul Girl amul cerated emotional touch with the consumers. Advertisement as per the situation: Amul focuses more and more on effective advertising. They advertise their product to co-relate amul girl with current scenerio. Some examples are: contd .
Through all the events taking place in the country, Amul always had a reply to it. It always remains up to date with current affairs. The first escalator in Mumbai in 1979 is celebrated with a slogan Automatically Amul
When the city witnissed a power shortage, the amul girl said take a cut for power.
Communication Strategies: Amul mainly uses indirect action advertising to create a long term relationship with the consumer & never adopted aggressive selling practices. Mainly two type of communication strategy was adopted by Amul.
Media Platform: Amul has used following medial platform for creating a high brand equity. 1. Broadcast Media: Television 2. Non Broadcast Media: Cinema- amul.tv.com
3. Print Media: Newspapers, General interest Magazines 4. Internet or Social Media: Independent websites, Portals, CSR activities. 5. Outdoor Media: Hoarding / Billboards
Fun Loving
Cheerful
Reliable
Healthy
Point of Comparison
Points of parity Product itself Packaging (Size) Cost Points of disparity Quality National Presence First mover
Exports
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years.
Bulk Packs
Amul Full Cream Milk Powder
Amul UHT Milk (Long Life) Amul Taaza Full Cream Milk Amul Skimmed Milk Powder
Amul Pure Ghee Amul Fresh Cream Amul Mithaee Gulabjamun Kool Beverages Amul Nutramul Brown Beverage Flavoured Milk Butter Milk Amul Fresh Cream Lassee Amul Kool Beverages Amulspray
Flavoured Milk Amul Butter Amul Shrikhand Butter Milk Amul Cheese Lassee
Amulspray Amul Butter Amul Shrikhand Amul Cheese Amul Malai Paneer Amul Ice Cream
Amul Malai Paneer Amul Ice Cream Bulk Packs Amul Skimmed Milk Powder Amul Full Cream Milk Powder
SWOT ANALYSIS
Technical manpower Demand Margins Problem in distribution Perishability Competition
SWOT
Indian origin
creating feeling of oneness in the mind of the customers.
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