PRELUDE PUBLIC SCHOOL

AGRA
PRESENTATION ON
AMUL INDIA

SUBMITTED TO: PRESENTED BY:

MR. RAVI
MADHAV MITTAL
PRABHAKAR
XI -B

FOUNDER
OF
AMUL
INDIA

FO U N D ER O F AM U L IN D IA
Verghese Kurien(26 November 1921 9 September

2012) was anIndiansocial entrepreneur who is

known as theFather of White Revolution in Indiafor
hisOperation Flood, the world's largest agricultural
development programme.This transformed India
from a milk-deficient nation to the world's largest
milk producer, surpassing the United States of
America in 1998,with about 17 percent of global
output in 201011, which in 30 years doubled milk
available to every person.Dairy farming became
India's largest self-sustaining industry.He also
made India self-sufficient in edible oils taking on the
powerful and entrenched oil supplying lobby.

He founded major institutes such as

Anand Milk Federation Union Limited,
National Dairy Development Boardand
Institute of Rural Management Anand. As the founding
chairman of the Gujarat Co-operative Milk Marketing Federation
(GCMMF), Kurien was responsible for the creation and success
of theAmulbrand of dairy products. A key achievement at
Amul was the invention of milk powder processed from buffalomilk abundant in India as opposed to that made from cow-milk
in the then major milk producing nations.This led Prime
MinisterLal Bahadur Shastrito appoint him the founderchairman ofNational Dairy Development Board(NDDB) in 1965,
to replicate Amul's "Anand model" nationwide.He is regarded
as one of the greatest proponents of the cooperative
movement in the world, his work having lifted millions out of
poverty in Indiaand outside.

ABBREVIATIO N /FULL FO RM

AMUL
A ANAND
M MILK
U UNION
L LIMITED
Hence, (ANAND MILK

UNION LIMITED

PO IN TS TO BE CO VERED IN TH IS TO PIC
Company profile
mission & vision
Competition & market share
Objectives
marketing mix

AM U L
Type co-operative
Founded in 1946
Headquarters Anand ,India
Industry dairy
Key people - Gujarat Cooperative Milk

Marketing Federation Ltd. (GCMMF)

Products - milk and related product
Revenue - $ 1 billion
Employee 2.41 million milk producer
Slogan The Taste Of India..

CO M PAN Y PRO FILE

Amul Ice Cream was launched on

10th March, 1996 in Gujarat.

In 1997, Amul ice creams entered
Mumbai followed by Chennai in 1998
and Kolkata and Delhi in 2002.
Nationally it was rolled out across
the country in 1999.
In January 2007, Amul introduced
SUGAR FREE & ProLife Probiotic
Wellness Ice Cream, which was a

VISIO N AN D M ISSIO N O F
AM UL
Vision..

Amul s vision is to provide more and more

satisfaction to the farmers, employees and
distributers
Mission
We at GCMMF (Gujarat Co-operative milk Marketing
Federation) endeavor to satisfy the tasteand
nutritional requirements of the customers of the
world, through excellence in marketing byour
committed team. Through co-operative
networking, we are committed to offering quality
products that provide best value for money.

D IVERSE PRO D U CT M IX
Amul Butter
Milk Powder
Ghee
Amulspray
Cheese
Chocolates
Shrikhand
Ice cream
Nutramul
Milk and Amulya

M ARKET SH ARE
AMUL Ice cream is among the Asiaa

top 10 Ice cream brands.

In a short span of 6 years, Amul Ice
Cream has become No.1 Ice Cream
brand in the country. Amul ice cream
is now the only national brand and
other Ice Cream brands are regional.
Our position in the market: Amul
No.1 brand in India: Amul has
achieved a market share of 38% (4.5

CO M PETITIO N

TH E 4 PS O F M ARKETIN G

PRO D U CT
Description

Utterly delicious ice cream made from fresh

milk available in a wide range of flavours and
packs.
Product Features
Best Ingredients: Fresh milk, superior fruits &
nuts. No Differentiation in Quality Standards
of Consumer & Catering/ Institutional Packs
Prolife & SUGAR FREE Probiotic: Made from
Fresh Milk (Real Milk, Real Ice cream

M IX PRO D U CT FO R EVERY O N E
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.

M IX PRO D U CT FO R EVERY O N E
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

PRICE
Penetration pricing
value pricing
Vanilla 100gm ice cream Rs.20
Competitor: Mother Diary, vadilal ,

cream bell.
Low-cost price strategy core
philosophy of providing ice cream at
a basic, affordable price to appeal
the common masses

PLACE:A G LO BAL D ISTRIBU TO R

GCMMF is India's largest exporter of

Dairy Products
APEDA Award
Excellence in Dairy Product Exports
for the last 9 years

PRO M O TIO N
ADVERTISING
fresh and innovative".
The clean, emotion-based ads.
Amul ads -creative, apt for the

current situation.
The Amul ads are one of the longest
running ads based on same theme
1% of its turnover on promotions.

AM U L G RO W TH

SW O T AN ALYSIS O F AM U L

HOW AMUL TURNED

INDIA INTO THE
WORLDS
LARGEST MILK
PRODUCER

Amulis one of Indias mosticonicbrands.

Its a dairy cooperative based in the
town of Anand, in Gujarat state and
was born out of the so-called
white revolution which turned India
into the worlds largest milk producing
country. The company is most known
for butter and milk, but produces
dozens of products from frozen yogurt
to paneer. With $2 billion in revenue,
the brand is as recognizable across
India as Coca-Cola and has recently
begin exporting products to the Indian

H ow the w orkers w ork ?

Anyone in the state of Gujarat is able to

join the cooperative provided they own at

least one cow. In doing so, that farmer is
granted one vote toward electing what is
known as a Village Dairy Cooperative
Society a hyperlocal group who manage
milk collection at the village level and pay
farmers on the spot for their milk. The
village society is the lowest of three tiers
of management which continues to the
district and state level.

W hat is the econom ic im pact ?

Village societies run small collection shops which
purchase milk from farmers twice a day. They
are seldom more than a kilometer from the
actual cows and pay out about $1 a day for a
typical cows output. This may not seem like
a princely sum, but given that most small
farmers consider their cows to be a strictly an
on the side business, that money can make a
substantial difference in their lives even if
they only own one or two cows. The $1 per day
sum is also after expenses GCMMF offers
basic veterinary care and nutrition to cows.

W hat is the IT angle ?

SAPs Enterprise Resource Planning technology
has been implemented at the higher levels
of GCMMF to improve the efficiency of
transporting milk from thousands of
collection points to a central facility as well
as product manufacturing and distribution
including general monitoring of the
enterprise. With three million farmers
making at least two transactions a day at
thousands of collection facilities, you can
imagine how complex things get.

O BJECTIVES
To capture the large share of the

market.
To provide max. customer
satisfaction. Continue product
modification and improvement effort
to increase customer beefit and
reduce cost.
To meet the highest international
standards of quality.
To expand production capacity.