V PRESENTATION ON

FMCG Ȃ FOOD

PRESENTED BY:
RAJIV JAIN
RAHUL VERMA
RITESH RAJPUT
ROOPAK SAHU
ë



V The Indian FMCG sector with a market size of US$13.1
billion is the fourth largest sector in the economy.

V FMCG Sector is expected to grow by over 60% by 2010. That

will translate into an annual growth of 10% over a 5-year
period.
V It has been estimated that FMCG sector will rise from
around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010.
V Hair care, household care, male grooming, female hygiene,
and the chocolates and confectionery categories are
estimated to be the fastest growing segments.
 |
 ë
V AMUL

V Britannia

V Nestle

V HUL

V Cadbury

V Mother Dairy
Y 


V AMUL means è
è in Sanskrit. The brand name
"Amul," from the Sanskrit "Amoolya," was suggested
by a quality control expert in Anand.

V Amul products have been in use in millions of homes

since 1946.

V Amul a leading food brand in India with a Turnover:

Rs. 52.55 billion in 2007-08
V Formed in 1946, is a dairy cooperative movement in India.

V A brand name managed by Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF)
V Spurred the White Revolution of India, which has made
India the largest producer of milk and milk products in the
world.
V Overseas markets - Mauritius, UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong and a few South
African countries

V Dr Verghese Kurien, former chairman of the GCMMF -the

man behind the success of Amul.
 Y ë
V Milk Drinks
V Powder Milk
V Fresh Milk
V Cheese
V For Cooking
V Chocolate
  

 




Dairy Non
Dairy
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V 4 ps
 Y
List of Products Marketed
V Bread spread :Amul Butter,Amul Lite ,Amul Cooking Butter

V Cheese Range: Amul Pasteurized Processed Cheddar

Cheese,Amul Processed Cheese Spread,Amul Pizza (Mozarella)
Cheese

V Desserts:Amul Shrikhand ,Amul Amrakhand,Amul Mithaee

Gulabjamuns

V For Cooking:Amul Pure Ghee,Sagar Pure Ghee,Amul Cow

Ghee,Amul Malai Paneer
V
V Powder Milk:Amul Infant Milk Formula 1 ,Amul Infant
Milk Formula 2 ,Amulspray Infant Milk Food

V Amul Ice creams:Royal Treat Range,Nut-o-Mania

Range,Utsav Range

V Chocolate & Confectionery:Amul MilkChocolate,Amul

Fruit & Nut Chocolate

V Milk Drink:Amul Kool Flavoured MilK.

V Health Beverage:Amul Shakti White Milk Food

 Y
V Thisincludes list price, discount, allowance, and credit terms.
The prices of products of AMUL are also decidedby the GCMMF.
The GCMMF conducts the market survey to check the validity
and feasibility of prices in
V the market and accordingly decides the prices of AMUL
products.
However, the price is inclusive of several elements like,
ȈCost of milk.
Ȉ Labour cost.
ȈProcessing cost.
ȈPackaging cost.
ȈAdvertising cost.
ȈTransportation cost.
ȈSales promotion costs.
ȈTaxes etc.
  Y
V AMUL has developed federation and AMUL parlors
located in several part of country.

V The GCMMFhandles the works relating to managing

of stocks and distributors in country. Thus GCMMF
look after thedisbursement of product to the various
marketing channels
 | 
V Given this wide product portfolio, Amulǯs approach is to
promote its brands in a rotational cycle of two to three
years.

V After ice-creams were launched in 1996, the category was

re-visited in 1999, in order to improve availability of the
product and make it affordable.

V Uses a variety of media to communicate ,Most famous is

billboard campaign
V Below-the-line activity has grown too Ȅ such as the Amul
food festival, which has been held for the last four year
between October and December in about 50,000 retail
outlets.

V The Chef Of India promo invites hotel chefs to come up

with recipes using as many Amul products as possible, and
is conducted at city, state and national level.
ë  
DISTRIBUTION
STRATEGIES


 


Company

Dealer Franchisee

Wholesaler

Retailer

Shopkeeper

Consumers
|ëY 

 w

Ȉ Available in over 5 lakh outlets in a
network of around 4000 distributors

Ȉ 47 depots with dry and cold warehouses

to buffer inventory of all its products

Ȉ Advance demand draft basis from

wholesale dealers
 m



V Every day Amul collects 7 million litres of milk from 2.6
million farmers (many illiterate), converts the milk into
branded, packaged products, and delivers goods to over
500,000 retail outlets across the country.

V Its supply chain one of the most complicated in the world.

  

V Indirect connection between Producers and
Consumers

V Could not forecast productivity accurately and timely

V No direct connectivity between zonal, regional,

member dairies and head office
 


 
V In 1994, decided on IT for competitive edge

V Studied its existing functions and operations and

formulated an IT plan.

V Aligned the Information strategy with business strategy

  


V Automatic Milk Collection System Units (AMCUS)

V CEO of Amul Mr. B.M. Vyas said dzAmul is not a food

company ,It is an IT company in the food business.dz

V Initially AMCUS was installed free of cost to convince

farmers
V Enterprise-wide integrated application system (EIAS).

V Covers market planning, advertising and promotion,

distribution network planning, stock control, sales and
accounting, budgetary control, quality control
management and co-operative service management.

V Each Amul office was connected by e-mail and all send a

daily report on sales & inventory to main system.
V Geographic Information System (GIS)

V Helps in getting zone wise data used for sales and

distribution planning.

V Includes farmer-member census and animal census

data.

V Helps in monitoring veterinary health

Thankǥ.U