AMUL-TASTE OF INDIA

GROUP 7: SECTION B
DEVENDRA SINGH RATHORE
SHASHI RANJAN SHARMA
RISHI NATH BHARGAVA
VAIBHAV SINGH
SHAILY OSTA
Introduction

 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.
Introduction

 Overseas markets- Mauritius ,UAE, Bangladesh, Australia ,China ,Singapore ,Hong Kong
and a few South African countries.
 Fresh plans of flooding the markets of Japan & Sri Lanka.
 Dr. Verghese Kurien, former chairman of the GCMMF-the man behind the success of
AMUL.
 Has a % markets share on the Rs 15,000 crore milk categories ,and a 37% share in the Rs
900crore organized ice-cream segment.
VISION AND MISSION AMUL

 VISION
 Amul’s vision is to provide more and more satisfaction to the farmers, employees and
distributers
 MISSION
 We at GCMMF (Gujarat Co-operative milk Marketing Federation) endeavour to satisfy the
taste and nutritional requirements of the customers of the world, through excellence in
marketing by our committed team. Through co-operative networking, we are committed to
offering quality products that provide best value for money.
Product Portfolio

 BREADSPREADS- Amul Butter, Amul Lite Low Fat Breadspread,

 PURE GHEE- Amul Pure Ghee , Amul Cow Ghee , Milk PowdersEdit , Amul Full Cream
Milk Powder
 SWEETS- Amul Shrikhand & Amrakhand , Amul Mithaee Khoya Gulabjamaun , Amul
Basundi keshar ,etc.
 FRESH MILK-Amul Taaza Toned Milk 3% fat , Amul Gold Full Cream Milk 6% fat ,
Amul Shakti Standardised Milk 4.5% fat ,etc.
 CURD PRODUCTS-Yog Sweetened Flavoured Dahi (Dessert) , Amul Masti Dahi (fresh
curd), Amul Lite Dahi ,etc.
Product Portfolio

 AMUL ICECREAMS-Vanilla Royale , Royal Treat Range (Butterscotch, Rajbhog, Malai

Kulfi), Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted
Almond) ,etc.
 CHOCOLATE & CONFECTIONERY-Amul Milk Chocolate , Amul Fruit & Nut
Chocolate , Dark chocolate ,etc.
 MILK DRINK-Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom,
Rose, Chocolate, Butterscotch) , Amul stamina ,etc.
 HEALTH BEVERAGE-Amul Shakti White Milk Food.
EXPORT PRODUCTS

 Consumer Packs
 Amul UHT Milk (Long Life)
 Amul Gold Extra Cream Milk
 Amul Taaza Full Cream Milk
 Amul Slim and Trim Milk
 Amul Pure Ghee
 Amul Mithaee Gulabjamun
 Nutramul Brown Beverage
 Amul Fresh Cream
 Amul Kool Beverages
 Flavoured Milk
SWOT ANALYSIS
STRENGTHS
• Very high market share in ice cream
• Excellent brand equity
• Excellent quality management
• Strong distribution network
• Good product portfolio
• Strong Supply chain
• Rural presence
WEAKNESSES
• Cost of Operations -Amul’s operation is
huge. And so is the cost. Plus the sector is
such that maintaining margins becomes
difficult day by day.
• Chocolates – Amuls expansion to chocolate
has failed and hardly any product of Amul
chocolates is selling in the market. Amul
needs further products to expand its product
line and increase bottom line.
OPPORTUNITIES
SWOT ANALYSIS
• Export – Amul can export its
product to other countries thereby
increasing its turnover and margins
exponentially.
• Concentrate more on chocolate
market – Amul has a no
advertisement policy which creates a
problem for its foray into additional
products. Amul should in fact have
separate SBU’s and concentrate
more on increasing its product line
through chocolates or other such
products.
THREATS
• Increasing competition in Ice cream
segment – Many players, local and
international, are entering the ice
cream market thereby taking away
share of wallet from Amul. Kwality
walls, Naturals, London dairy,
Havmor, Arun ice cream, Vadilal,
Ramani, are some of the few brands
who are directly in competition with
Amul.
•  
• Concentrate more on chocolate
market – Amul has a no
advertisement policy which creates a
problem for its foray into additional
products. Amul should in fact have
separate SBU’s and concentrate
more on increasing its product line
through chocolates or other such
products.
PEST ANALYSIS OF AMUL
P-political
Since the budget range is decontrolled,
no political effects are envisaged.
S-social
• Per capita consumption expected to
increase ± fashion.2) Increasing gifts
culture ± increased in demand.   economy
• Lower cholesterol than Mithais (sweet
meat) ± substitute demand
E-economical
Increasing per capita income resulting
in higher disposable income2) Growing
middle class/urban population ±
increase in demand.3) Low cost of
production ± better penetration.
T-technology
Will have to reinforce technology to
international levels once India is a free
Michael Porter’s Five-Force Analysis
 
 According to Porter (1980) a firm must be analysed in relation to its industry. Factors
outside the industry tend to influence all the industry’s firms in the same way and are thus
not as important to study.
 To a large extent, industry structure governs the strategies open to the firms. The
profitability and attractiveness of an industry is dependent of the level of competition.
Competition in an industry originates from industry structure and goes well beyond the
behaviour of individual competitors.
 According to Porter, each industry has a potential profitability and the profitability for the
firms is dependent on the competitive forces in the industry. Porter identifies five
competitive forces that derive from the ambition to obtain as large share of the profitability
as possible. The five forces are the foundation of the five-force model.
Interbak Capabilities and Strenghts
CORPORATE STRATEGY FOR AMUL

 It should consider strengthening its supply chain, through including more Milk Unions,
offering higher prices to farmers and expanding distribution network regionally (especially
South India where it is not a strong player) and globally.
 there is a need to increase productivity, as well as to convert part of surplus production to
value-added products to reduce dependence on imports.