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Establish in 1946 by Kaira District Cooperative Milk Producers' Union Limited (known as Amul) "Amul," from the Sanskrit "Amoolya, Anand Milk Union Limited. Two village cooperatives and 250 ltrs of MPD. 1948, 400 farmers joined increased 5,000 ltrs. White Revolution of India
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Convert surplus milk into milk powder and butter. Setting Up of Gujarat Cooperative Milk Marketing Federation (GCMMF) Objective Sustained growth Effective management Umbrella branding strategy Tagline The Taste Of India 1967, Mascot- Amul baby Amul has entered overseas markets.
Condensed
Butter Ghee Cream
The distribution network dry and cold warehouses cash transactions throughout the supply chain JIT improves dealers' return on investment (ROI) Umbrella brand common brand for most product categories Alum's sub-brands , edible oil products - Dhara, mineral water - Jal Dhara brand while fruit drinks - Safal Third party service providers core is milk processing , production of dairy products logistics of milk collection, distribution of dairy products, sale of products through dealers and retail stores
Achievements of the Dairy Cooperatives in India till 2003-04 Reach Milk production Marketing Innovation Macro Impact Achievements of Operation Flood, 19702002
AMUL A DAIRY CO-OPERATIVE It began with two village cooperatives and 250 liters of milk per day GCMMF is largest food company in INDIA EMPOWERMENT
Social Economic Political
An Excuse to Expand
Bombay Milk Scheme could not absorb the extra milk produced by the KAIRA UNION in winter. The production was 2.5 times more in Winter than in Summer. No Assured Market, Sell to Mid-man again, Etc Need for Change (Innovation required) Butter and milk powder was the only way to save the day!!!
BREAD BUTTER
Amul Butter
From 1948. Made from fresh cream by modern butter making machines. Made from Butter, salt & natural colour. Meets AGMARK standards.. 86% Market Share.. Number 1 position in market.
Amul Lite
Market Share..80% and 1st Position. Low-fat, low- calorie, low- cholesterol.. Certified by AGMARK.. Help to maintain slip-trim shape.. Vitamin A & D.for vision & healthy skin..
MILK DRINK
Amul kool
Flavored milk.. Kesar, Elaichi, Rose, Mango and Stawbery.. Substitute for coke and pepsi..
It contains Milk Solids, Common Salt, Spices and Condiments.. 180 days shelf life
Powder MILK
FRESH MILK
Amul buttermilk
Produced in very hygienic and clean atmosphere.. "Chhas" (Gujarat & MP), "Mattha" (UP & Delhi), "Tak" (Maharashtra), "Ghol" (Bengal).. for better digestion..
DERSRTS
Ice Creams
Market leader with 38% market share, HLL has 9%market share and Vadilal and Mother Dairy 7% market share each..
Amul Shrikhand
Number 1 position in the market. 50% Market share.
Cheese
NUTRAMUL
Market share 15% and Market position 4th
Nutramul lost out on its consumer base due to other dynamic players such as Boost, Complan, Horlicks and Bournvita. Its earlier position as a strength and energy provider was usurped by Boost.
Amul Chocolate
Amul Chocolate Market share 10% Market position 3rd Cadbary Market share 70% Market position 1st