PRESENTATION ON

PRODUCT MIX STRATEGY

OF

BY GROUP 2
 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)

•It is based in Anand town of Gujarat and has been a sterling example of
a co-operative organization's success in the long term.

•AMUL means "priceless" in Sanskrit. The brand name "Amul," from

the Sanskrit "Amoolya," was suggested by a quality control expert in
Anand.

•Amul products have been in use in millions of homes since 1946.

•Dr Verghese Kurien is recognised as the man behind the success of

Amul.
 Gujarat Cooperative Milk Marketing
Federation
• Gujarat Cooperative Milk Marketing Federation (GCMMF) is
India's largest food products marketing organization.

• Provides remunerative returns to the farmers and also serve

the interest of consumers by providing quality products which
are good value for money.

•GCMMF is India's largest exporter of Dairy Products. It has been

accorded a "Trading House" status.

•GCMMF has received the APEDA Award from Government of

India for Excellence in Dairy Product Exports for the last 11 years.
 GCMMF Today
Members: 13 district cooperative milk
producers' Union
No. of Producer Members: 2.9 million
No. of Village Societies: 15,322
Total Milk handling capacity: 13.07 million litres per day
Milk collection (Total - 2009-10): 3.32 billion litres
Milk collection (Daily Average 2009- 9.10 million litres
10):
Milk Drying Capacity: 647 Mts. per day
Cattlefeed manufacturing Capacity: 3740 Mts per day
AMUL SALES TURNOVER
 AMUL Business Model

Objective :
Deliver profitable and equitable returns to a large number of farmers for a long period
of time

Additional objective:
Develop the supplier over the long term through social change.
 AMUL Business Model

RAW MILK

pasteurization

Condensed
Packaged Milk
Dried
Ghee Skimmed Milk
Ice cream
Butter Powder
Beverages
Cream
 SWOT Analysis
Strengths:
• Demand profile

• Margins

• Flexibility of product mix

• Availability of raw material

• Technical manpower

• Enhanced Milk Production

• Transportation

• Vast resources
Weaknesses:
• Perishability

• Lack of control over yield

• Logistics of procurement

• Erratic power supply

• Underdeveloped systems

• Lack of proper implementation

• Infrastructure
Opportunities:
"Failure is never final, and success never ending”.
Dr Kurien, is a clear example of ‘never ending success’.
If dairy entrepreneurs are looking for opportunities in India, the following areas must
be tapped:
• Competition-innovative products.

• Value addition-potential areas(khoa, yoghurt and infant foods)

• Export potential- exporting to Bangladesh, Sri Lanka, Nigeria, and the

Middle East

• Markets- expanding both at the domestic and international front.

• IT support- Software is now available for project formulation

Threats
• Milk vendors, the un-organized sector

• Infestation

• Quality

• Exploitation

• Subsidy by Western Nations

• Creation of Non Tariff Barriers by Developed

Nations
Competition
 PRODUCT

Products Marketed:
• Bread spreads
• Cheese Range
• Mithaee Range (Ethnic sweets)
• UHT Milk Range
• Pure Ghee
• Infant Milk Range
• Milk Powders
• Sweetened Condensed Milk
• Fresh Milk
• Curd Products
• Amul Icecreams
• Chocolate & Confectionery
• Brown Beverage
• Milk Drink
• Health Beverage
 AMUL PRODUCT MIX

Amul Product Portfolio

Dairy Non
-diary

Fresh Milk

Milk Drinks & Veg. Oils

Desserts
. Oils
Snacks  
Bread Veg

Spreads
Instant
Cheese products Food

Instant Food
 Product Mix- Width

BREAD SPREAD CHEESE DESSERT

BUTTER SHREDDED PIZZA CHEESE AMUL

SHRIKHNAD(MANGO
SAFFRON)
LOW FAT BREAD SPREAD EMMENTAL CHESE AMUL AMARKHAND
Product Mix Length

COOKING BUTTER GOUDA CHEESE AMUL MITHAII

GULABJAMUN

MALAI PANEER (Frozen AMUL MTHAI

Tinned) GULABJAMUN MIX

Mozarella Cheese AMUL KULFI MIX

 Product Mix- Width

COOKING HEALTH DRINK MILK DRINK POWDER MILK FRESH MILK

Nutramul AMUL COOL AMUL INFANT AMUL FRESH

Amul/Sagar Pure MILK SHAKE MILK FOOD MILK
Ghee
AmulShakti AMUL KOOL AMUL FULL AMUL GOLD
HealthFoodDrink CREAM MILK MILK
AmulMalaiPaneer
AMUL KOOL SAGAR AMUL TAZA
CAFE SKIMMED MILK DOUBLE
Product Mix Length

TONNED MILK
MithaiMate
KOOL KOKO SAGAR TEA AMUL FRESH
COFFEE CREAM MILK
Pro‐bioticDahi
NUTAMUL AMULYA DAIRY AMUL SHAKTI
ENERGY DRINK WHITNER TONED MILK
MastiDahi
AMUL KOOL AMUL CALCI +
FLAVORED
BOTTLED MILK
AMUL MASTI AMUL BUTTER
SPICED MILK MILK
Product Depth
The depth of a product mix refers to how many variants are offered of each product in the line
e.g.

Amul’s Product Depth

Name of Product Variants Price

Amul Butter 100g Pack Rs. 25
Amul Butter 500g Pack Rs. 122

Delicious Table Margarine 100g Pack Rs. 13

Delicious Table Margarine 500g Pack Rs. 60

Amul Lite Lowfat 200g Tub Rs. 32

Breadspread
 Line Stretching
Product line covers a certain part of the total possible range. Line stretching occurs
when a company lengthens its product line beyond its current range. The company
can stretch its line down market, up-market or both ways.

Amul has been introducing products with consistent value addition but never left the
core philosophy of 
“Providing milk at a basic, affordable price”
 
 CONCLUSION
• Amul is a well known brand and a market leader in dairy
products. It has maximum market share in milk, butter and
cheese which are its core products.

• Quality is the dominating factor which influences

consumers to buy Amul products.

•Today Amul is a symbol of many things. They are:

- High-quality products sold at reasonable prices.
- The genesis of a vast co-operative network.
- The triumph of indigenous technology.
- The marketing savvy of a farmers' organisation.
- Proven model for dairy development.