Amul

The Taste of India

Operations Diversity
& Distribution & Growth

History Competition
& Challenges

Marketing
 The ‘Utterly Butterly Delicious’ Story!

DECENTRALIZATIONi
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DR VERGHESE 3-TIER SYSTEM
KURIEN
EXPLOITATI
ON
02 04

03 05
01
3-Tier Co-operative Structure
 3-Tier Co-operative Structure

Collecting milk 1
at village level

2
Send to processing plant
for segregation,
gradation and packaging

Distribution channel
spread across the state.
3-Tier Co-operative Structure
 Distribution Channels
15%
Protects the interests
of agricultural Milk Procurement + Milk
producers Processing + Milk Packaging

Eliminate the need

for middlemen
5%

Esteem for cash Distribution Network

80%

Farmer’s Profit
 Distribution Channels

• Eliminate the need for

middlemen

• Esteem for cash

• Protects the interests of

agricultural producers
 What makes Amul’s advertising campaigns unique?

“Moment marketing”, and longest running Complete freedom to daCunha

ad campaign Communications

Well-versed commentator on
politics, economy, sports &
Amul girl has withstood the test of entertainment
time

Tonality: funny, intelligent, &

witty with a quirky sense of
humor

Painstakingly hand-painted ads

 What makes Amul’s advertising campaigns
unique?

• “Moment marketing”, and longest running ad campaign

• Amul girl has withstood the test of time

• Painstakingly hand-painted ads

• Complete freedom to daCunha Communications

• Well-versed commentator on politics, economy, sports & entertainment

• Tonality: funny, intelligent, & witty with a quirky sense of humor

Advertising
smile-posts
for all ages
 DIVERSIFICATION – Why needed?

• Liberalization of
the Indian
economy

• Not entirely
demand driven
 Use of Technology
& Growth in numbers

• Integration of complex supply Sales Turnover (in million USD)

chain through Tech
6000

5000
• 10x transformation in the last
two decades 4000

3000
• Record 33 new products in a
quarter 2000

1000
• Several awards for continuous
innovation 0
5 7 9 1 3 5 7 9 1 3 5 7 9 1
4 -9 6-9 8-9 0-0 2-0 4-0 6-0 8-0 0-1 2-1 4-1 6-1 8-1 0-2
9 9 9 0 0 0 0 0 1 1 1 1 1 2
19 19 19 20 20 20 20 20 20 20 20 20 20 20
 Competitors, Issues and Challenges

IceCream Market Share

40%
35% 38%

30%
25%
20%
20%
15% 16%
10% 12%
5% 8%
6%
0%
AMUL Kwality Vadilal Mother Cream Regional
Wall’s Dairy Bell Players

Chocolate: 3-5 %
Market Share
 Challenges during the Pandemic

• Inter-state Transport & Lack of

Challenges Packing Material Supply
• Social Distancing

• Milk Procurement increased by

Performance 14%
• Growth increased by 2%
 The Secret Recipe!

Competitive Pricing Rs 5 to Innovation

Quality Rs 1100

Value Brand
Preposition Name &
Promotion
Dense Efficient & Diverse
Distribution large-scale Consumer
Network Operation Base
Diverse Product Profit &
Products Usability Revenue

10000 dealer,
10 L retailers 10-12 product Profit turn-over
every quarter B-C & B-B 39,248 crore
 Acceptance Stakeholders

T
Profit X Quantity
Investment

T = Time (1946 -2022)

Service Driven Trust Factor

THANK YOU