PRESENTED BY:Shilpi Shrivastava Shruti Tiwari Shweta Chaturvedi Trapti Kushwah

CONTENT

Introduction History Founder Awards and certification Product Mission Promotion

Targeting Expansion plan Vision Conclusion Bibliography

Introduction
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India.

THE COMPANY

Amul means priceless in Sanskrit Since 1946 Market leaders for Amul butter Turnover of 25 billion Amul is a symbol for
High quality at reasonable prices Genesis of a vast co-operative network Triumph of indigenous technology Farmers organization

Founder Of The Amul Company

Dr Verghese Kurien, the Chairman of the GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd), an apex cooperative organisation, based in the in Anand town of Gujarat, India.

White Revolution. (1966)

Verghese Kuriens Amul experiment in Gujarat soon blossomed into the much larger Operation Flood, spread over 23 states, 170 districts and 90,000 village cooperatives. It changed India from an importer to the world's largest milk producer and exporter.

AWARDS
GCMMF bags APEDA AWARD for 11th year in a row. Amul Pro-Biotic Ice-cream gets No.1 Award at world dairy summit. Ramkrishna Bajaj National Quality Award 2003. Recivede International Cio 100 Award for Resourcefulness. Rajiv Gandhi National Quality Award 1999.

Awards & certification

ISO 9000-HACCP certified plants : All Amul Ice cream plants are ISO 9000-HACCP certified. Amul is in the process of getting ISO 22000 (Improved version) certification for all its plants. No. 1 in Quality : Amul is ranked No.1 ice cream in quality by INSIGHT (MayJune, 2002).

LONGEST RUNNING CAMPAIGN EVER

For 40 odd years the Utterly Butterly girl has managed to keep her fan following intact GUINESSBOOK of world record From the Sixties to the Nineties and to the 21st century Many believe that the charm lies in the catchy lines

Product

Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese For Cooking Chocolate

Amul Products Diversification

Dairy Non Dairy

Mission
Mission2020 :- dairy co operatives of Gujarat turnover of Rs.27000 crores by the year 2020.

1.3

Amul Plants

1 st A n a n d P l a n t

2 nd M o g a r P l a n t

3 r d k a n j a r i P l a n t & 4 t h k h a t ra j

1. Collection of RAW Milk

12,22,000 ltrs of Milk collected Everyday Then sent to lab, separated from raw milk & Sent it to various cold storages @ Ahmedabad

2. Electronic Milk Test

With the help of EMT content of FAT and SNF (solid No Fat) is checked Then send it to Pasteurization

Electronic Weighing Scale

GCMMF TODAY
Sales Turnover Rs.9700 crore (2010-11) 5000+ Wholesale Dealers 5.5+ Lac Retailers Modern Format Stores Overseas Operations in 41 countries

Targeting

Changing Retail environment Young and Children High profile location likeAmul are today present on campuses of Infosys parlor, Wipro, IIM-A, IIT-B, Temples, Metro Rail and Railways station Diabetes customer

Expansion plan

Tie up with the Wal-Mart and, It has promised to keep Amul brand on their shelves in US

Export is in 41 countries, now planning to export to Japan

Plan to open 10000 Amul parlor by the end of the 2014

Vision
Liberate our farmers from economic oppression and lead them to prosperity.

SWOT ANALYSIS
Technical manpower Demand Margins Problem in distribution Perishability Competition

Flexibility in market Export potential

Milk vendors Competition

LIQUID FRESH MILK

ICE CREAM

PIZZA

COMPETITION

A PRODUCT WHICH HAS HUNDREDS OF TAGLINES

If we go back to January this year, there was the announcement of the impending launch of Indias smallest (and the worlds cheapest) car. The headline says whether you agree or not (referring to the controversy about whether the car was good for India or not)

Pau Bhaji is a popular

Indian snack - basically a kind of sandwich with a potato filling. Hence the line SLAP IT ON(BUTTER)

Ads

Conclusion

Product Improvisation Advertisement in Rural Areas Liquidity And Working Capital Must be High Supply Chain Must Be Strengthen Venture In Fruits & Vegetables Nullifying Threats & Weakness

Bibliography

Google search engine WWW.amul.com Amul adds.