Amul – The Taste of India• Formed in 1946, is a dairy cooperative movement in India.

• A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)

• Jointly owned by 2.79 million milk producers in Gujarat

• Spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world.

• Overseas markets - Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries

Amul – The Taste of India• Dr Verghese Kurien, former chairman of the GCMMF -the man

behind the success of Amul.

• Has a 15% market share in the Rs 15,000 crore milk category, and a 37% share in the Rs 900 crore organized ice-cream segment.

SUCCES

S

Robust Supply Chain

Low Cost Strategy

Diverse Product Mix

Strong Distribution Network

Technology and e-initiatives

Kids -Amul Kool-Chocolate Milk

-Energy Drink-Millk Shake

Customer Based Product

Women Amul Calci +

Customer Based Product

Youth-Utterly Delicious Pizza-Amul Emmental Cheese-Amul Cheese Spreads

Customer Based Product

Calorie Conscious

-Amul Lite-Sagar Skimmed Milk Powder

-Amul Lite Slim and Trim Milk

Customer Based Product

Health Conscious

-Nutramul -Amul Stamina-Amul Shakti Health Food Drink

Customer Based Product

RAW MILK

Packaged Milk

-Ice cream-Beverages

Dried-Skimmed Milk Powder

Condensed-Ghee-Butter-Cream

Innovative AdvertisementsAMUL is well known for its innovative hoardings

Innovative Advertisements

Strengths• Largest food brand in India • High Quality, Low Price• World's Largest Pouched

Milk Brand• Highly Diverse Product Mix• Robust Distribution

Network

Weaknesses• Perishability• Risks of highly complex

supply chain system• Advertisement and

promotional activities• Strong dependency on weak

infrastructure• Availability of product and

services in peak seasons.

SWOT Analysis

Opportunities• Untapped Rural Market• Penetrate international

markets• Tie-ups with various food

chain

Threats• Competitors - HUL, Nestle

and Britannia• Unorganized sectors of milk

vendors• Growing price of milk and

milk products• Ban on export of milk

powder

SWOT Analysis

What more can Amul do?To improve further Amul can try out the following ideas:

• Tie-ups with local suppliers to increase production and local procurement of milk

• Promotion of other products like Amul basundi, Gulab jamoon, choclates etc which are not as popular as Amul ice cream and butter.

What more can Amul do?• Focus on rural India by advertising through the

media viz cable channels and newspapers. Sponsoring shows in TV, sports events can be of great help.

• Aggressive marketing should be done in order to stop the growth of competitors like Cream Bell, Kwality Walls, Mother Dairy, Gokul

THANK YOU