project report 0n amul
TRANSCRIPT
Amul means “Priceless”
World’s Largest Pouched milk brand
Managed by GCMMF
Exists since 1946
India’s largest Food brand
Introduction to AMUL
Mission and Vision
Mission 2020
• Dairy cooperatives of Gujrat turnover of Rs.27000 crores by the year 2020
The vision
• To liberate our farmers from economic oppression and lead them to prosperity
Objectives
• To ensure that the maximum share of consumer’s rupee goes back to the milk producers.
GCMMF TODAY
Sales Turnover Rs.9700 crore (2010-11)
5000+ Wholesale Dealers
5.5+ Lac Retailers
Modern Format Stores
Overseas Operations in 41 countries
PhysiqueTaste,
Quality
Reflection
Value-Oriented
CultureCo-
operative, Sociable
Self-Image
Proud Indian, Fun
Loving
WHY AMUL?
Personality
Simple Indian
Maintain Quality & Low pricing strategy
Robust & Vast Distribution Channel
Investment in IT infra, Mkt strategies
First Mover Advantage, So Everybody knows that AMUL is taste of INDIA
WHY is AMUL SUCCESSFUL TODAY?
S
Largest food brand in India
High Quality, Low Price
World's Largest Pouched Milk Brand
Annual turnover of Rs. 9700 crore
Highly Diverse Product Mix
Robust Distribution Network
Enhanced Milk Production capacity
Vast resources
Advanced Technical Equipment manpower capacity
Increasing purchase power
StrengthsSWOT ANALYSIS
Weaknesses
W
Risks of highly complex supply chain system
Strong dependency on weak infrastructure
Alliance with 3rd parties who do not belong to the organized sector
Indian Roads specially for logistics facility
Perishability of products
Erratic power supply
Lack of proper Infrastructure; warehousing, Trained manpower
SWOT ANALYSIS
Opportunities
O
Increase the Penetration in international markets
Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc
innovations in product development, packaging and presentation
IT support
Presence only in Vegetation Food Market, can launch range of non-veg items
SWOT ANALYSIS
Threats
T
Milk vendors, the un-organized sector
Threat of Competitors
Still competition from MNCs in butter
Growing price of milk and milk products
Ban on export of milk powder
Milk adulteration
Low profit margin to Retailer, risk of switching brand
SWOT ANALYSIS
STARAmul butter
Amul tazzaUTHAmulya dairy
whitner
???????????Amul chocolateAmul masti dahi
Amul lassiMithaimate
CASH COWMozarella cheeseAmul pizza baseAmul tazza fresh
milk
DOGInfant milk
rangeAmul shakti
Nutramul
BCG Matrix
OBJECTIVE
A. Primary Objective
• To find size of retail network of Amul Taaza and Amul Gold in specific areas of Badlapur city or penetration level of Amul Milk in Badlapur city.
• To find the problems faced by retailers in selling and storing.• To collect the information about the competitors
B. Secondary Objective
• To organize sale promotional activities to improve milk sales.• To generate and secure consumer awareness.
SEVERAL FINDINGS
Low profit margin, almost all retailers are
not interested in selling Amul milk
All retailers get Amul milk from
company selected
distributors
More of the activities were
not communicated by distributors
Amul dont print packaging date
on pouch
• Company should start printing packaging date on milk pouch.
• Consider on the supply of product in the peak season.
• 250 ml milk pouch should make available to retailers for selling, because lower income family has intention to buy small pouch milk.
• Incentives & schemes should be given to the retailers.
• Provide reasonable Margin to retailers as compared to competitors, this motivates them to promote company’s milk and milk products
Suggestions and Recommendations