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    The Taste of India

    Uploaded by

    Shobha Saini
    The document summarizes the history and operations of Amul, an Indian dairy cooperative. Formed in 1946, Amul is managed by the Gujarat Cooperative Milk Marketing Federation and has made India the largest producer of milk and milk products in the world. Amul has a robust supply chain stretching from small suppliers to large markets. It has achieved great success due to its low cost strategy, diverse product portfolio, strong distribution network, and use of new technologies. Amul enjoys leading market shares in products like butter, cheese, and milk powder.

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    The Taste of India

    Uploaded by

    Shobha Saini
    93 views16 pages
    The document summarizes the history and operations of Amul, an Indian dairy cooperative. Formed in 1946, Amul is managed by the Gujarat Cooperative Milk Marketing Federation and has made India the largest producer of milk and milk products in the world. Amul has a robust supply chain stretching from small suppliers to large markets. It has achieved great success due to its low cost strategy, diverse product portfolio, strong distribution network, and use of new technologies. Amul enjoys leading market shares in products like butter, cheese, and milk powder.

    Original Description:

    Porter's five principle analysis for Amul, India

    Original Title

    Amul

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    The document summarizes the history and operations of Amul, an Indian dairy cooperative. Formed in 1946, Amul is managed by the Gujarat Cooperative Milk Marketing Federation and has made India the largest producer of milk and milk products in the world. Amul has a robust supply chain stretching from small suppliers to large markets. It has achieved great success due to its low cost strategy, diverse product portfolio, strong distribution network, and use of new technologies. Amul enjoys leading market shares in products like butter, cheese, and milk powder.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    93 views16 pages

    The Taste of India

    Uploaded by

    Shobha Saini
    The document summarizes the history and operations of Amul, an Indian dairy cooperative. Formed in 1946, Amul is managed by the Gujarat Cooperative Milk Marketing Federation and has made India the largest producer of milk and milk products in the world. Amul has a robust supply chain stretching from small suppliers to large markets. It has achieved great success due to its low cost strategy, diverse product portfolio, strong distribution network, and use of new technologies. Amul enjoys leading market shares in products like butter, cheese, and milk powder.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 16

    The Taste of India

    Evolution of the company


    Formed in 1946 by Dr. Verghese Kurien
    It has found in Gujarat.
    Brand name taken from Sanskrit word Amoolya means
    Precious
    Full name Anand milk Producers Union ltd.
    Managed by GCMMF (Gujarat Cooperative Milk Marketing
    Federation)
    Amul has spurred the White Revolution of India, which has
    made India the largest producer of milk and milk products
    in the world.
    Vision And Mission
    Vision
    Amuls Vision is to provide more satisfaction
    to the farmers, their customers, employees
    and distributers.
    Mission
    We, the motivated and dedicated workforce at
    Amul are committed to produce wholesome
    and
    safe foods of excellent quality to remain marke
    t leader
    through development of quality management
    system, state of art technology, innovation
    and eco-friendly operations to achieve
    delightment of customers and milk
    producers.
    Location of Amul
    Amul headquarters is located at Gujarat in a
    district called Anand.
    Reasons for Successs
    Robust Supply Chain
    The vast and complex supply chain Hierarchical network of cooperatives
    Stretches from small suppliers to large fragmented markets
    Low Cost Strategy
    Amul adopted a low-cost price strategy to make its products
    affordable and attractive to consumers by guaranteeing
    them value for money
    Diverse Product Mix
    Amul Butter, Milk Powder, Ghee,
    Amulspray, Cheese, Chocolates,
    Shrikhand, Ice cream,
    Nutramul, Milk and Amulya
    Strong Distribution Network
    Amul products are available in over 500,000 retail outlets across
    India through its network of over 3,500 distributors.
    47 depots with dry and cold warehouses to buffer inventory of the
    entire range of products.
    Technology and e-initiatives
    New products
    Process technology
    Complementary assets to enhance milk production
    E-commerce.
    Success!!
    GCMMF Over View
    GCMMF: Gujarat Cooperative Milk Marketing Federation

    GCMMF is India's largest food products marketing organization.
    It is a state level apex body of milk cooperatives in Gujarat
    which aims to provide remunerative returns to the farmers and
    also serve the interest of consumers by providing quality
    products which are good value for money.

    CRISIL, India's leading Ratings, Research, Risk and Policy
    Advisory company, has assigned its highest ratings of
    "AAA/Stable/P1+" to the various bank facilities of GCMMF.

    The Amul Model
    The Amul Model of dairy
    development is a three-
    tiered structure with the
    dairy cooperative
    societies at the village
    level federated under a
    milk union at the district
    level and a federation of
    member unions at the
    state level.



    Breadspreads Amul Butter, Amul Lite, Delicious Table Margarine
    Cheese Range
    Amul Pasteurized Processed Cheddar Cheese, Amul
    Processed Cheese Spread, Amul Pizza (Mozarella)
    Cheese,Amul Emmental Cheese, Amul Gouda Cheese,
    Amul Malai Paneer (cottage cheese), Utterly Delicious
    Pizza
    Fresh Milk
    Amul Gold Full Cream Milk 6% fat, Amul Shakti
    Standardised Milk 4.5% Fat, Amul Taaza Toned Milk 3%
    fat,Amul Slim & Trim, Amul Cow Milk
    UHT Milk Range
    Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk,
    Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk,
    Amul Fresh Cream
    Milk Powders
    Amul Full Cream Milk Powder, Amulya Dairy Whitener,
    Sagar Skimmed Milk Powder, Amulspray Infant Milk
    Food, Sagar Tea and Coffee Whitener
    Milk Drink
    Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool
    Koko,Amul Kool Millk Shaake, Amul Kool Chocolate
    Milk,Nutramul Energy Drink
    Range of Products
    Health Drink Stamina Instant Energy Drink
    Brown
    Beverage
    Nutramul Malted Milk Food
    Curd Products
    Amul Masti Dahi (fresh curd), Amul Masti
    Spiced Butter Milk,Amul Lassee, Amul
    Flaavyo Yoghurt
    Pure Ghee Amul Pure Ghee, Sagar Pure Ghee
    Sweetened
    Condensed
    Milk
    Amul Mithaimate
    Mithaee Range
    (Ethnic
    Sweets)
    Amul Shrikhand, Amul Mithaee Gulabjamuns,
    Amul Basundi,Avsar Ladoos
    Ice-cream
    Sundae Range, probiotic,,sugarfree and
    probiotic
    Chocolate &
    Confectionery
    Amul Milk Chocolate, Amul Fruit & Nut
    Chocolate, Amul Chocozoo, Amul Bindass,
    Amul Fundoo
    Range of Products cont.
    Financial performance
    Sales Turnover Rs (million) US $ (in million)
    2002-03 27457 575
    2003-04 28941 616
    2004-05 29225 672
    2005-06 37736 850
    2006-07 42778 1050
    2007-08 52554 1325
    2008-09 67113 1504
    2009-10 80053 1700
    2010-11 97742 2172
    2011-12 116680 2500
    2012-13 137350 2540
    Growth of 17.72 per cent to reach Rs.13735.15 crores ( Rs.137.35 billion).
    Operational Performance
    Members
    17 District Cooperative Milk
    Producers' Unions (16
    Members & 1 Nominal
    Members)
    No. of Producer Members 3.18 Million
    No. of Village Societies 16,914
    Total Milk handling capacity
    per day
    16.8 Million litres per day
    Milk Collection (Total - 2012-
    13)
    4.66 billion litres
    Milk collection (Daily Average
    2012-13)
    12.7 million litres
    Cattlefeed manufacturing
    Capacity
    5890 Mts. per day
    Sales Turnover -(2012-13)
    Rs. 13735 Crores (US $ 2.54
    Billion)
    Competitive
    rivalry is low due
    to other brands
    not available
    Threats of new
    entrants are
    moderate as there
    are very low entry
    barriers
    Bargaining
    power of
    Suppliers are
    low as suppliers
    are rural milk
    producers
    Bargaining power
    of customers is
    high because of
    various
    competitors
    Threats of
    substitutes are
    high because of
    availability of
    other products
    Porters 5 Forces Analysis
    I
    C
    E

    C
    R
    E
    A
    M

    LIQUID FRESH
    MILK
    P
    I
    Z
    Z
    A

    COMPETITION
    Market Share
    Amul owns 85 percent share in butter
    market
    75 percent in cheese share market.
    Amul is the market leader in Cheese, with
    65-66% share.
    It also has 88% market share in butter,
    63% share in infant milk and 45% market
    share in dairy whitener.
    Amul also enjoys a 26% share in the
    packaged milk market.
    Thank
    You

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