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SUBMITTED TO:
Mr.VIJESH JAIN
• Amul Butter
Cheese Range:
Pure Ghee:
Milk Powders:
Fresh Milk:
Curd Products:
Amul Icecreams:
Brown Beverage:
Milk Drink:
Health Beverage:
Business OBJECTIVES
AMUL’s Journey towards Excellence
The essences of AMUL’s efforts were as follows:
• It combined market and social development in an
emerging economy. It recognized the inter-
linkages between various environments that
governed the lives of marginal milk farmers and
the unmet needs of consumers. It also changed
the supply chain paradigm in order to reduce the
cost to the consumer while increasing the return
to the supplier.
Threats
1. The major threat is from other companies who
hold the majority share of consumers in Indian
market i.e. Cadburys and Nestle.
2. There exists no brand loyalty in the chocolate
market and consumers frequently shift their
brands
AMUL’s business strategy is driven by its
twin objectives
(i) long-term, sustainable growth to its
member farmers, and
(ii) Value proposition to a large customer
base by providing milk and other dairy
products a low price. Its strategy, which
evolved over time, comprises of
elements described below.
Simultaneous Development of Suppliers and
Customers:
Cost Leadership:
Financial Strategy:
Marketing
• Inter-locking Control
Inter-locking Control
Each Village Society elects a chairperson and a
secretary from amongst its member farmers of good
standing to manage the administration of the VS.
Nine of these chairpersons are elected to form the
Board of Directors of the Union. The Chairperson of
the Union Board is elected from amongst these
members. The managing director of the Union, who
is a professional manager, reports to the
chairperson and the board. All chairpersons of all
the Unions form the Board of Directors of GCMMF.
The managing director of GCMMF reports to its
Board of Directors. Each individual organization, the
Union or GCMMF, is run by professional managers
and highly trained staff.
• Improvement Programs
Another intriguing feature about Amul is that it
constantly encourages improvement programs. For
instance, all employees of the GCMMF meet every
Friday between 10 to 11 am to discuss quality
issues at a depot, department or branch. Every
meeting has a Purpose, Agenda and Limit (PAL) and
such meetings are held in the village societies,
union and at the wholesellers’ level too.
• Constant Innovation:
Constant innovation is another typical trait of Amul.
However, the cooperative ensures that the
sequence and product mix of high value brands is
consistent with Amul’s philosophy of low pricing and
affordability. For instance, when Amul entered the
Pizza business, the price of a pizza was, at Rs 30
was much lesser than what the other players
charged.
Product Strategy of Amul
2007
Amul launches Chocolate milk under brand
name of ‘Amul Kool Koko’.
Product Repositioning
Powdered Milk
Cheese Spreads
Specific Vs General
“Amul Processed Cheese Vs Cheese Spread”
USP:
Cheese spread is highly accepted spread for regular
use.
Milk Drinks
“Nutramul Energy Drink Vs Amul Kool”
Product Design Strategy
AM U
Value Marketing Strategy