Amul means “Priceless”

World’s Largest Pouched milk brand

Managed by GCMMF

Exists since 1946

India’s largest Food brand

Introduction to AMUL

Mission and Vision

Mission 2020

• Dairy cooperatives of Gujrat turnover of Rs.27000 crores by the year 2020

The vision

• To liberate our farmers from economic oppression and lead them to prosperity

Objectives

• To ensure that the maximum share of consumer’s rupee goes back to the milk producers.

GCMMF TODAY

Sales Turnover Rs.9700 crore (2010-11)

5000+ Wholesale Dealers

5.5+ Lac Retailers

Modern Format Stores

Overseas Operations in 41 countries

Major COMPETITORS of

PhysiqueTaste,

Quality

Reflection

Value-Oriented

CultureCo-

operative, Sociable

Self-Image

Proud Indian, Fun

Loving

WHY AMUL?

Personality

Simple Indian

Maintain Quality & Low pricing strategy

Robust & Vast Distribution Channel

Investment in IT infra, Mkt strategies

First Mover Advantage, So Everybody knows that AMUL is taste of INDIA

WHY is AMUL SUCCESSFUL TODAY?

1. QUALITY

2. VALUE FOR MONEY

3. AVAILIBILITY

4. SERVICE

STRATEGICAL PILLERS OF AMUL

S W TO

SWOT ANALYSIS

S

Largest food brand in India

High Quality, Low Price

World's Largest Pouched Milk Brand

Annual turnover of Rs. 9700 crore

Highly Diverse Product Mix

Robust Distribution Network

Enhanced Milk Production capacity

Vast resources

Advanced Technical Equipment manpower capacity

Increasing purchase power

StrengthsSWOT ANALYSIS

Weaknesses

W

Risks of highly complex supply chain system

Strong dependency on weak infrastructure

Alliance with 3rd parties who do not belong to the organized sector

Indian Roads specially for logistics facility

Perishability of products

Erratic power supply

Lack of proper Infrastructure; warehousing, Trained manpower

SWOT ANALYSIS

Opportunities

O

Increase the Penetration in international markets

Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc

innovations in product development, packaging and presentation

IT support

Presence only in Vegetation Food Market, can launch range of non-veg items

SWOT ANALYSIS

Threats

T

Milk vendors, the un-organized sector

Threat of Competitors

Still competition from MNCs in butter

Growing price of milk and milk products

Ban on export of milk powder

Milk adulteration

Low profit margin to Retailer, risk of switching brand

SWOT ANALYSIS

STARAmul butter

Amul tazzaUTHAmulya dairy

whitner

???????????Amul chocolateAmul masti dahi

Amul lassiMithaimate

CASH COWMozarella cheeseAmul pizza baseAmul tazza fresh

milk

DOGInfant milk

rangeAmul shakti

Nutramul

BCG Matrix

OBJECTIVE

A. Primary Objective

• To find size of retail network of Amul Taaza and Amul Gold in specific areas of Badlapur city or penetration level of Amul Milk in Badlapur city.

• To find the problems faced by retailers in selling and storing.• To collect the information about the competitors

B. Secondary Objective

• To organize sale promotional activities to improve milk sales.• To generate and secure consumer awareness.

SEVERAL FINDINGS

Low profit margin, almost all retailers are

not interested in selling Amul milk

All retailers get Amul milk from

company selected

distributors

More of the activities were

not communicated by distributors

Amul dont print packaging date

on pouch

• Company should start printing packaging date on milk pouch.

• Consider on the supply of product in the peak season.

• 250 ml milk pouch should make available to retailers for selling, because lower income family has intention to buy small pouch milk.

• Incentives & schemes should be given to the retailers.

• Provide reasonable Margin to retailers as compared to competitors, this motivates them to promote company’s milk and milk products

Suggestions and Recommendations

•••••••••••••••••••••••••••••••••• THANK YOU

Prepared By:MANOJ MAWALE

Internal Guide: Corporate Guide: Prof. Rashmi Belwal Mr. Swapnil Thikekar