Entrepreneurship Management

Amul Case Study

Simran Basantani PF2123-E311

Rohan Jain PF2123-E298

Mitali Anjara PF2123-E331

Inderpreet Singh Hundal PF2123-E316

A.Sreesh PF2123-E300
 AMUL CASE STUDY

1) What are the key success factors for Amul model?

Ans: - Amul (Anand Milk Union Ltd) which is flagship brand of GCMMF (Gujrat
Cooperative Milk Marketing Federation) is one of the best recognised milk Producer in
India.
The key success factors which led to the success of Amul Model are:
First mover advantage: Indians largest marketer in milk products (started white
revolution in India)
Three tires ‘Co-operative society model: where people did get together and pool
resources to grow in the market. The people who pool these resources are the
members of this society only
Providing quality products to consumer at reasonable prices: The main aim of
Amul was to give fair price to consumer and also to give good quality milk products
to its consumer.
Competitive returns to farmers
Positive social changes: Bringing positive change in the society by improving the
quality of life of the farmers & repsenting the economic freedom of farmers
Innovative Marketing approach
Powerful branding
Efficient supply chain System
Diversified product portfolio
Middleman Elimination
Professional management
Utilizing resources in the most profitable manner
Because of all these reasons Amul has actually changed the entire milk procurement process
in India and has spurred the White Revolution in India.
2. Is it possible to Replicate the Amul model across India?
Ans: In order to replicate the model like Amul across India Strategies of Amul has to be
followed such as:
The Amul model eliminates middlemen and helps farmers take control of their
destiny: Being in direct touch with the end users will help one provide the product at
the affordable price since it eliminates the cost of middleman
Expansion Strategies of Amul
The Business strategies of Amul : Amul was founded to make the lives of farmer
easier and so did they do.
There are basically three steps :
Milk Procurement
Milk Processing
Milk Packaging
The Growth of Amul
The Branding & Advertisements: They have a unique branding strategies-
AMUL tried to accept the recent trends and always put forward an effort to create an
interesting viral advertisement regarding the recent trends and news.
Professional management
One needs to have like Amul where they can make maximum utilization of resources to
make it profitable. Also, if anyone comes with an intention to develop India in the real sense
they can develop a three-tier model. By taking into consideration the cooperative structure
they need.! This statement inferes more about how farmers where benefited through the
initiative taken by amul by developing a three-tier cooperative structure.

3. Comment on the statement “the cooperative movement has given farmers the courage
to dream, hope and live.”
Ans 3.
Farmers gained self-assurance since they were in charge of procurement, processing, and
marketing.
Farmers were better able to connect with the work because the complete infrastructure was
set up at the village level.
Also, because the milk supplied in the market is of good quality and at a reasonable price,

Farmers were given a stable market, which enhanced their standard of living.

Farmers were able to dream bigger after securing a stable market for their produce.