amul
DESCRIPTION
TRANSCRIPT
AMUL
Guided By:-Prof. Yuvrajsinh RaolProf A.S.Modi
Developed By:- Patel Jinal P. (55) Patel Saurabh V. (39) Patel Gayak N. (63) Patel Ravi J. (47)
History
• The Kaira District Co-operative Milk Producers' Union Ltd. was registered on December 1, 1946, in the small town of Anand (in Kaira District of Gujarat).
• The Kaira Union which had the brand name of Amul with it since 1955, transferred it to Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)
• AMUL means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand.
History (Cont…)
• Impressed with the success of the dairy cooperative, Prime Minister Lal Bahadur Shastri, during his visit to Anand in 1964, asked Dr. Kurien to replicate the Anand pattern of cooperative dairying at Amul, all over India.
• Thus, the National Dairy Development Board (NDDB) was formed and the programme, Operation Flood launched.
History (Cont…)
• Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is credited with the success of Amul.
Todays Development
• The GCMMF is the largest food products marketing organisation of India.
• Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India.
• Today Amul handles 2.5 million litres of milk per day and process 100 MTs of milk powder daily in Gujarat.
Todays Development (Cont…)
• These cooperatives collect on an average 9.4 million litres of milk per day.
• The turnover of GCMMF (AMUL) during 2010–11 was 97.74 billion (US$1.85 billion)
Achievements of GCMMF• 3.1 million milk producer member families• 15,760 village societies• 15 District Unions• 9.4 million liters of milk procured per day• 150 million (US$2.84 million) disbursed in cash daily• GCMMF is the largest cooperative business of small producers
with an annual turnover of 53 billion (US$1 billion)• The Govt. of India has honoured Amul with the “Best of all
categories Rajiv Gandhi National Quality Award”.• Largest cold chain network• 48 Sales offices, 5000 wholesale distributors, 7 lakh retail outlets• Export to 37 countries worth 150 crore (US$28.35 million)
AMUL PRODUCTS
AMUL CompetitorsProduct s/Brands CompetitorsButter Britannia, NestleCheese BritanniaBaby Food Nestle, HeinzDairy Whitener Segment Britannia, NestleIce creams HULChocolates & Confectionaries Cadbury, NestlePizza Pizza Hut, Dominos, Nirulas Frozen PizzaCurd Nestle, Mother Dairy
Ultra High Treated Milk Britannia, NestleSweet Condensed Milk NestlePaneer BritanniaMilk Additives Cadbury, Smithkline BeechamFlavored Milk Britannia, Nestle
Market StrategiesDeveloping Demand
• Limited purchasing power, modest consumption levels • A low-cost price strategy products
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
Sales Turnover Rs.(in Millions)
1994-95 11140
1995-96 13790
1996-97 15540
1997-98 18840
1998-99 22192
1999-00 22185
2000-01 22588
2001-02 23365
2002-03 27457
2003-04 28941
2004-05 29225
2005-06 37736
2006-07 42778
2007-08 52554
2008-09 67110
2009-10 80050
2010-11 97440
2011-12 116680
Turnover Chart
1994
-95
1996
-97
1998
-99
2000
-01
2002
-03
2004
-05
2006
-07
2008
-09
2010
-110
20000
40000
60000
80000
100000
120000
140000
Rs.(in Millions)
Rs.(in Millions)