The Taste of India

Amul to pump in Rs 5,000 crore in next

three years

NEWS

COMPANY PROFILE Name AMUL

Revenue US$3.1 billion (2013–14)Founded 1946

Type Cooperative

Industry Dairy/FMCGHeadquarters Anand (Gujrat)

Founder Dr. Verghese Kurien

Area served India (51 plants)Products Milk Products

Website www.amul.com

INTRODUCTION Amul – Anand Milk Udyog Limited. AMUL (Derived from sanskrit word “Amulya”

which means “Priceless”) Today it is no.1 dairy in Asia and no.15th in world.

(No. 1 is Dairy Farmers Of America) Dr. Verghese Kurien, the former chairman of

GCMMF- the man behind success of Amul.Key people:• MD - R.S Sodhi• CFO – Rakesh Shukla

Why they will invest?

For new setupsFor UpgradationFor the expansion of turnoverFor the expansion of revenueFor the expansion of export.

Business Model Of Amul

Milk producer Village Dairy cooperative District milk cooperative GCMMF Finally to the comsumer.

Target Markets and customers

Kids

Youth

Women

Calorie Conscious

Health Conscious

Amul kool, Chocolates, Milk, Nutramul energy drink, Ice-

cream

AMUL CALCI+

Utterly delicious pizza cheese spread, Amul butter, etc

Amul lite, Amul lite slim & trim Milk powder etc.

Nutramul, Amul shakti health food drink.

Export ProductsAmul UHT Milk (Long Life)

Amul Gold Extra Cream MilkAmul Taaza Full Cream MilkAmul Slim and Trim Milk

Amul Pure GheeAmul Mithaee GulabjamunNutramul Brown BeverageAmul Fresh Cream

Contd... Amulspray Amul Butter Amul Shrikhand Amul Cheese Amul Malai Paneer Amul Ice CreamAmul Kool Beverages– Flavoured Milk– Butter Milk– LasseeCountries- USA,Quatar Behrain,Afghanistan, Nepal, Bangladesh,Sri Lanka, Australia,Malasiya,Hong Kong etc.

Sales turnover of Amul in US$ million (1994-2012)

200

1800

2200

2000

1600

1400

1200

1000

800

600

400

94-9

595

-96

10-1

111

-12

96-9

797

-98

98-9

999

-00

01-0

202

-03

03-0

404

-05

05-0

606

-07

07-0

808

-09

09-1

0

94-9

5

Sales Turnover Of Amul

Competitors Of Amul Butter

Britannia, Nestle Cheese

Britannia Baby Food

Nestle, Heinz Dairy Whitener Britannia, Nestle Ice-cream

HUL, Mother-dairy Chocolates & Confectionaries

Cont...Cadbury, Nestle

CurdNestle, Mother-dairy

Sweet Condensed MilkNestle

Paneer Britannia

Flavored Milk Britannia, Nestle

MARKET SIZE

Category,Market Share,Market Position

BUTTER-85%,1MILK POWDER-40%,1CHEESE-50%,1ICE-CREAM-24.75% (HUL 28.22%),2SWEET-50%,1CHOCOLATE DRINK-90%,1CHOCOLATE-10% (Cadbury 70%),3

Top 10 Dairy Companies In India AMUL (GUJRAT) MOTHER DAIRY (DELHI) KARNATAKA CO-OPERATIVE MILK FEDERATION

(KARNATAKA) KWALITY LIMITED (NEW DELHI) AAVIN (TAMIL NADU) MILMA (THIRUVANANTHAPURAM) OMFED (ORISSA) DUDHSAGAR DIARY (GUJRAT) AP DAIRY (ANDHRA PRADESH) DYNAMIX DAIRY (MAHARASHTRA)

Promotion Strategy Of Amul

Amul India has never spent more than 1% of its budget on advertising and promotion.

A cute girl usually dressed in a polka dot dress is generally appear in the adds.

The ads by Amul is designed as a series of hoardings with designs relating to day-to-day issues.

Amul has sponsor many television shows for its promotion of product like, Amul-Star voice of India, Amul- Masterchef, etc.

Advertisements

SOURCES

http://en.wikipedia.org/wiki/Amul http://www.amul.com/ http://indiamicrofinance.com/indian-dairy-industry-report-2014-pdf.

html http://economictimes.indiatimes.com/industry/cons-products/food/

amul-to-pump-in-rs-5000-crore-in-next-three-years/articleshow/46301125.cms

http://www.thehindubusinessline.com/companies/amul-to-pump-in-rs-5000-cr-in-next-3-years/article6913177.ece

http://timesofindia.indiatimes.com/business/india-business/Amul-to-pump-in-Rs-5000-crore-in-next-3-years/articleshow/46301150.cms

https://www.google.co.in/search?q=market+share+of+dairy+companies&biw=1366&bih=662&tbm=isch&imgil=FX2zp_qlY4g