Amul

Analysis of Amul Company

1. PRESENTED BY Name Roll No. 1) Vaibhav Balkrushna Thorat 57 2) Sumedh Sunil Sawaji 49 3) Sanskruti Deelip Keche 48 4) Sanket Rajesh Gupta 47 5) Saket Sunil Sahare 46

2. Enterprise History and Background Amul  was founded in 1946 in Anand , Gujarat with a mission to stop the exploitation of the farmers by middlemen. Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which is jointly owned by more than 3.6 million milk producers of Gujarat. Amul has spurred the white revolution of India, which has made India the largest producer of milk and milk products in the world and the white revolution has finally created a Billion-Dollar brand. Today Amul dairy is No-1 dairy in Asia and No-2 in the world, which is matter of proud for Gujarat and whole India. Amul has more than 150 chilling centers in various villages. The Amul corporative was created by Dr Verghese Kurien , who is also known as the Father of the White Revolution in India.

3. Vision, Mission and Values Vision “ Amul’s vision is to provide more and more satisfaction to the farmers, employees and distributers” Mission GCMMF endeavour to satisfy the taste and nutritional requirements of the customer of the world through excellence in the marketing by the committed team . Through cooperative networking, they are committed to offer quality product that provides best value for money . Values Customer Orientation Give customers a good, fair deal. Great customer relationships take time. Do not try to maximize short term profits at the expense of the building those enduring relationships.

4. Founder of the Enterprise Dr. Verghese Kurien was the founder of the Amul Company. He was the Chairman of the GCMMF (Gujarat Cooperative Milk Marketing Federation Ltd), an apex cooperative organization, based in the Anand town of Gujarat , India . Awards: Padma Vibhushan ( 1999),Padma Bhushan ( 1966),Padma Shri (1965 ), and many more. Dr. V erghese Kurien 26 th Nov 1921 to 9 Sept 2012

5. Organisational Details Of Amul The Key People of Amul Shri . Ramsinh Prabhatsinh Parmar Chairman Rupinder Singh Sodhi Managing Director Head Office of Amul : Anand , Gujarat, India.

6. Geographical Footprints of Amul

7. CSR Activities Rural Sanitation Campaign Tribhuvandas Foundation Amul Scholarships Blood Donation Dairy Demonstration Farm Tree Plantation

8. The Brand Journey The brand name Amul means “ AMULYA ”. This word derived form the Sanskrit word “ AMULYA ” which means “ PRICELESS ”. 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.

9. The SWOT Analysis of Amul Strengths Largest food brand in India & Asia High quality , low price Introduced TQM World’s Largest Pouched milk brand Annual turnover of 41000 crores (2018-19 ) Highly diverse product mix Robust distribution network Weaknesses Strong dependency on weak infrastructure & completely dependent on villages for its raw materials Risks of highly complex supply chain system Short self life of its Product Alliance with third parties who do not belong to the organized sector Opportunities Penetrate international markets Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc. Use internet to sell its products Threats Competitors - Hindustan Lever, Nestle, Britannia and local players Stiff competition from MNCs in butter Ban on export of milk powder The yield of India cattle still much lower than other dairy countries.

10. Top 5 Competitors of Amul PRODUCTS BRANDS COMPETITING BUTTER BRITANNIA,NESTLE BABY FOOD NESTLE,HEINZ ICE CREAMS KWALITY WALLS,VADILAL,HUL CURD MOTHER DAIRY, SUDHA DAIRY MILK ADDITIVES CADBURY

11. Amul’s Market Share Over the last one year, leading dairy Amul has further strengthened its market leadership by eating into shares of rival brands, Britannia & Co. While Amul’s all-India volume share rose to 71% during the period from March 2017 to Feb 2018 from 64% in the previous year. Britannia’s volume share declined to 17% from 20% and Go’s share shrunk to 6% from 10% respectively.

12. Productwise Market Share of Amul

13. Financials The Gujarat Cooperative Milk Marketing Federation Ltd., which markets Amul milk and dairy products, reported a 13% increase in turnover to Rs 33,150 crore in the year ended March 31. The Amul group's turnover exceeded Rs 45,000 crore , which is also 13% higher than last year. The Amul Fedaration has achieved a compound growth rate of more than 17.5% for the past nine years. Amul Federation expects at least 20% GACR growth during the next 5 years, chairman, Ramsinh P Parmar said

14. Contd..

15. Sales Turnover of Amul for last 10 Years

16. Market and Marketing The Marketing Mix of Amul : Product • Dairy Products • Cooking Products Price • Low Pricing Strategy ( Economical, Affordable) Place • Rural & Urban Market • International Market Promotion • Advertisements (TV, Radio, Hoardings, You-Tube etc.)

17. Segmentation Wide range of product categories caters to consumers across all market segments. For example, Amul Kool is targeted at children, while teenagers prefer Kool Café, as it has a cool imagery associatedwith it. Also segmented as per KIDS, YOUTH, HEALTH, CONSCIOUS, WOMEN, CALORIECONSCIOUS.

18. Advertisements: AMUL is well known for its innovative hoardings . Some of the latest ads of Amul are: 150 th Birth Anniversary of Mahatma Gandhi. Sourav Ganguly elected as a president of BCCI.

19. Market and Marketing (contd..) Product Line of Amul BREADSPREADS CHEESE MITHAEE UHT MILK PURE GHEE INFANT MILK RANGE MILK POWDERS SWEETENED CONDENSED MILK FRESH MILK CURD PRODUCTS AMUL ICECREAMS AMUL CHOCOLATES

20. Digital Side of Amul Presence in E-commerce: Amul have B2B as well as B2C Ecommerce Business Model. Amul Products- Just a Click Away! – AMUL Online App Amul started providing its products online through its website and mobile app. The entire structure(website and app) supported by Infibeam’s BuildaBazaar platform. BuildaBazaar is a SaaS -based Platform, which provides hordes of digital services needed to run a successful online business. Be it payment gateway integration, Logistics support, customer service support, inventory and order management or simply put end-to-end e-commerce services. AmulOnline offers cash on delivery option along with other payments options like Debit card or Credit card and Net Banking.

21. Digital side(contd..) Presence on Social Media The brand is active on two major social network Facebook and Twitter. The brand uses its trademark Amul girl to create content on various trending affairs nationally and internationally. Amul has been very interactive on Facebook and keeps users hooked by various competitions. For example – It launched a campaign ‘Meme You’ to urge fans to create meme to spread the message “Eat milk with every meal”.

22. Amul on Social Sites

23. Governance Selfless leadership and dedicated professional – Key to success Achievements: GCMMF received APEDA Awards for 16 years continuously. GCMMF received Bronze Trophy at the Indian Marketing Awards – 2014. GCMMF – Finalist in World Beverage Innovation Awards – 2014. Forbes India leadership Award – 2015. GOLDEN PEACOCK ECO-INNOVATION AWARD 2016. IMC Ramakrishna Bajaj National Quality Performance Excellence Trophy-2018. World Dairy Innovation Award- 2018. Trading issues: Legal notice was issued to Google India Pvt Ltd. Case was filed for using brand name. K Rathnam was blamed for his alleged involvement in fraud .

24. Governance(contd..) Cooperative Governance External environment: Government policies Regulatory framework Taxation Internal environment: Organizations structure Byelaws : 1) Membership 2) Management committee

25. Findings Products of Amul are properly segmented that everyone can use their products. Advertisements of Amul especially hoardings updated weekly on recent topics in the trends, and attracts the customer attention. Amul has spread almost in every part of the country.

26. Conclusion Amul has risen from Indian soil and it remains Indian in every sense. Amul has the opportunity to capture the more evolved young adults and children who are open to new products provide d they meet their expectations. Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by advertising through the media.

27. Thank You..!