Final Project of Amul
Final Project of Amul
Final Project of Amul
History
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. Over five decades ago, the life of an average farmer in Kheda District was equal anywhere else in India. The income was derived almost entirely from seasonal crops. Gradually, the awareness dawned on the farmers with motivation from then nationalist leaders Sardar Vallabhbhai Patel , Monarji Desai and local farmer, freedom fighter Tribhovandas Patel, that the exploitation by the trader could be checked only if they marketed their milk themselves. India ranked amongst milk producing countries in the world in 1946.
Amul (Anand Milk Union Limited), was formally registered on December 14, 1946. It is one of the best examples of co-operative achievement in the developing economy. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. The Amul revolution was started as awareness among the farmers. Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Amul has spurred the "White Revolution of India", which has made India one of the largest milk producers in the world.
ADVERTISING
SALES
PROMOTION
PUBLIC
RELATIONS
Distribution Chart
Product
Agents
Wholesaler
Retailer
Amul products:
Milk Powder Milk, Butter, Ghee, Cheese, Curd, Chocolate, Ice-Cream, Cream, Shrikhand, Paneer, Gulab Jamuns, And Many Others.
PRODUCTS RANGE
Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese Ghee Sweets Ice-Cream var) Edible oil Health Drinks Mineral Water Fruit Drink
Sub-Brand Name:
Liquid Milk: Amul,SAGAR Milk Powder: Amulspray, SAGAR Coca Products: Amul,Nutramul Edible Oils: Dhara,Lokdhara Mineral Water: Jal Dhara Fruit Drinks: Safal
Competitors
Chocolates: Curd: Flavoured milk: Butter: Ice-Cream: Cheese: Baby Food: UHT:
Cadbury and Nestle Nestle and Mother Dairy Britannia and Nestle Britannia and Nestle HLL and Mother Dairy Britannia Nestle and Heinz Nestle and Britannia
Largest pouched milk brand in the world. Most hygienic liquid fresh milk available in the market. Processed with a technology called UHT (ULTRA HIGH TEMPERATURE),UHT milk(180 days) or pasteurized. Recently launched amul CALCI+ Contains high amount of calcium. Main rival is mother Dairy in india.
Amul Cheese
Amul is worlds biggest vegetarian cheese brand. Amul cheedar the top selling brand in india 50% share of the market. Cheese spreads 90% share of the market. Amul is exporting cheese to the middle East, USA,Singapore,Honkong,Bhutan,nepal and Srilanka.
Amul Chocolates
Market share: roughly 10% compared with 70% of leader cadbury. Amul is reworking its strategies in chocolates to push up the sales.
Amul Ice-Cream
Top position: market share of amul ice-cream- 38% share against the 9% market share of hll. Only national brand. Currently it offers selection of 220 products. 2007 introduced probiotic ice-cream first in india. Amul pro-biotic ice-cream gets no.1 award(2007) at worlds Dairy Summit
Past Condition:
Life of farmers in the Kaira district of Gujarat was as miserable. Erratic climatic conditions, lack of proper infrastructure and the continuous exploitation of strong middlemen Sell their products at throwaway price.
Formation Of Amul:
Started with a cooperative movement in Anand in the 1940s Pattern of cooperative farming which is collectively owned, operated and controlled by the farmers.
Income generation
Agricultural diversification
Female empowerment
Assured employment
White revolution Technical Inputs, Management support and Advisory services Milk by-product Cattle: From stumbling blocks to building blocks Bring prosperity and economic development to rural India
in population Increase in household consumption Dairy important for rural women Agriculture dominant sector
Increase
Globalization
Changes
in demand Increase in competition Better Quality Stable price Latest technology Development of HR
Dairy Demonstration Project Suvarna Jayanti Gram Swarojgar Yojana Amul Parlours
Amul Pioneer in use of technology Purpose of agreement Duration of agreement Work to be done by IBM
Objective of mission 2020 Long term planning Beneficial for stakeholders Increase in turnover Increase in Milk production Increase in processing capacity
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How to achieve mission 2020
Expanding markets
Consumer awareness
Creative Marketing