AMUL DAIRY CO OPERATIVE

HistoryGujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization.

Over five decades ago, the life of an average farmer in Kheda District was equal anywhere else in India. The income was derived almost entirely from seasonal crops.

Gradually, the awareness dawned on the farmers with motivation from then nationalist leaders Sardar Vallabhbhai Patel , Monarji Desai and local farmer, freedom fighter Tribhovandas Patel, that the exploitation by the trader could be checked only if they marketed their milk themselves.

India ranked amongst milk producing countries in the world in 1946.

Amul (Anand Milk Union Limited), was formally registered on December 14, 1946. It is one of the best examples of co-operative achievement in the developing economy.

The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless.

The Amul revolution was started as awareness among the farmers.

Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day.

Amul has spurred the "White Revolution of India", which has made India one of the largest milk producers in the world.

Comparing Prices Of AMUL and CADBURY:

ProductAMUL (Rs.)CADBURY (Rs.)Dry fruit Choco Crunch (pack of 20pcs)80100

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SALES PROMOTION

PUBLIC RELATIONS

ProductAgentsWholesalerRetailer

Distribution Chart

Amuls Products ProfileAmul products:Milk PowderMilk,Butter,Ghee,Cheese,Curd,Chocolate,Ice-Cream,Cream,Shrikhand,Paneer,Gulab Jamuns,And Many Others.

PRODUCTS RANGEBread Spreads (3 var)Milk Drinks (10 var)Powder Milk (5 var)Fresh Milk (7 var)Cheese (5 var)Ghee (2 var)Sweets (3 var)Ice-Cream (several var)Edible oil (9 var) Health Drinks Mineral WaterFruit Drink Sub-Brand Name:

Liquid Milk: Amul,SAGAR Milk Powder: Amulspray, SAGARCoca Products: Amul,Nutramul Edible Oils: Dhara,LokdharaMineral Water: Jal Dhara Fruit Drinks: Safal

CompetitorsChocolates: Cadbury and NestleCurd: Nestle and Mother Dairy Flavoured milk: Britannia and Nestle Butter: Britannia and NestleIce-Cream: HLL and Mother DairyCheese: Britannia Baby Food: Nestle and HeinzUHT: Nestle and Britannia

Comparison with Competitors Amul Milk

Largest pouched milk brand in the world. Most hygienic liquid fresh milk available in the market.Processed with a technology called UHT (ULTRA HIGH TEMPERATURE),UHT milk(180 days) or pasteurized.Recently launched amul CALCI+ Contains high amount of calcium.Main rival is mother Dairy in india.

Amul CheeseAmul is worlds biggest vegetarian cheese brand.Amul cheedar the top selling brand in india 50% share of the market.Cheese spreads 90% share of the market.Amul is exporting cheese to the middle East, USA,Singapore,Honkong,Bhutan,nepal and Srilanka.

Amul Chocolates

Market share: roughly 10% compared with 70% of leader cadbury.Amul is reworking its strategies in chocolates to push up the sales.

Amul Ice-CreamTop position: market share of amul ice-cream- 38% share against the 9% market share of hll.Only national brand. Currently it offers selection of 220 products.2007 introduced probiotic ice-cream first in india.Amul pro-biotic ice-cream gets no.1 award(2007) at worlds Dairy Summit

ROLE OF AMUL CO-OPERATIVE IN RURAL ECONOMYPast Condition:Life of farmers in the Kaira district of Gujarat was as miserable.Erratic climatic conditions, lack of proper infrastructure and the continuous exploitation of strong middlemen Sell their products at throwaway price.

Formation Of Amul:Started with a cooperative movement in Anand in the 1940s Pattern of cooperative farming which is collectively owned, operated and controlled by the farmers.

Benefits To Rural PeopleIncome generation

Agricultural diversification

Female empowerment

Assured employment

White revolution

Technical Inputs, Management support and Advisory services

Milk by-product

Cattle: From stumbling blocks to building blocks

Bring prosperity and economic development to rural India

Increase in populationIncrease in household consumptionDairy important for rural womenAgriculture dominant sector

Competitive advantage

Innovation at every step

Recruitment and retention of HRSelf motivating work environment

GlobalizationChanges in demand Increase in competitionBetter QualityStable priceLatest technologyDevelopment of HR

Dairy Demonstration ProjectSuvarna Jayanti Gram Swarojgar Yojana Amul Parlours

Amul Pioneer in use of technology Purpose of agreementDuration of agreementWork to be done by IBM

Objective of mission 2020Long term planningBeneficial for stakeholdersIncrease in turnoverIncrease in Milk productionIncrease in processing capacity

?How to achieve mission 2020 New product developmentExpanding marketsConsumer awareness Creative Marketing

What is second life?Amuls strategyBenefits of 2nd life