amul (1) (2)
TRANSCRIPT
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PEST AnaLysis Of the FMCG Sector
Political
Tax Structure
: Complicated tax structure, high indirect tax, lack of uniformity,high octroi& entry tax and
changing tax policies.
Infrastructure Issues:
Performance of FMCG is very much depended on governmentspending on Agricultural
Infrastructure, Power, and Transportation Infrastructure.
Regulatory Constraints:
Requirement for multiplicity of permits and licenses forvarious states, prevailing outdated labor
laws, Cumbersome and lengthy exportprocedures, confusing and time consuming subsidy
availing procedures
Policy framework:
Approval related to investment of FDI into Retail sector (single-brand retail &multi-brand retail,
License rules in setting up of Industry, Changes inStatutory Minimum Price (SMP) of
commodities and Priority sector classification ofIndustries.
Economical
GDP Growth:
Growth of the industry is consistent with the Indian economy
Inflation:
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Inflationary pressures alter the purchasing power of money. This has adirect impact on consumer
spending and business investment
Consumer Income:
Increase in incomes is largely an outcome of economic growthacross sectors. Over the past few
years, India has seen increased economic growth,with a continuing and substantial impact on
consumer disposable incomes enablinggood growth for the FMCG sector.
Private Consumption:
The Indian economy, unlike other economies, has a veryhigh rate of private consumption (61%)
Urbanization:
India has 70% of its population living in rural areas. With risingurbanization, more people will
have exposure to modern products and brands andthus shift to branded and packaged goods and
products.
Social
Change in consumer Profile:
Rapid urbanization, increased literacy and rising percapita income, have all caused rapid growth
and change in demand patterns,leading to an explosion of new opportunities. Around 45 per cent
of the populationin India is below 20 years of age and the young population is set to rise further.
Change in Lifestyle:
Changing Lifestyle of Indian consumers has led to focus onpremium products among IndianFMCG players.
Rural focus:
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As market is getting saturated, companies are focusing on rural areafor penetration, by providing
consumers with bite-sized or single-use packs
.
Technology
Adoption of ERP, Supply Chain Optimization tools and Business Intelligence Toolswill help
FMCG companies to integrate business processes across the enterprise,suppliers and customers.
With the level of competition and sluggish growth mostFMCG corporates are looking at IT to
reduce costs in the supply chain, and flattenthe bottom lineMarketing and advertising through
mobile and social media platform
COMPANY OVERVIEW
INTRODUCTION
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The
word Amul is derived from the Sanskrit word Amulya meaning invaluable. The co-operative is
also sometimes referred to as Anand Milk Union Limited .
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers
in Gujarat.
Amul spurred India's White Revolution, which made the country the world's largest producer of
milk and milk products. In the process Amul became the largest food brand in India and has also
ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973 – 2006), is
credited with the success of Amul.
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HISTORY
The Birth of Amul
It all began when milk became a symbol of protest
Founded in 1946 to stop the exploitation by middlemen
Inspired by the freedom movement
The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the
state of Gujarat in western India. The exploitative trade practices followed by the local trade
cartel triggered off the cooperative movement. Angered by unfair and manipulative practices
followed by the trade, the farmers of the district approached the great Indian patriot Sardar
Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their ownco-operative, which would have procurement, processing and marketing under their control.
In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel.
Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and
Tribhuvandas Patel, they formed their own cooperative in 1946.
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just
two village dairy co-operative societies and 247 litres of milk and is today better known as Amul
Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas
Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien,who was
entrusted the task of running the dairy from 1950.
The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach should
become the basis of a National Dairy Development policy. He understood that the success of
Amul could be attributed to four important factors. The farmers owned the dairy, their electedrepresentatives managed the village societies and the district union, they employed
professionals to operate the dairy and manage its business. Most importantly, the co-operatives
were sensitive to the needs of farmers and responsive to their demands.
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At his instance in 1965 the National Dairy Development Board was set up with the basic
objective of replicating the Amul model. Dr. Kurien was chosen to head the institution as its
Chairman and asked to replicate this model throughout the country.
THE ORGANIZATION
Gujarat Cooperative Milk Marketing Federation
GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products
marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims
to provide remunerative returns to the farmers and also serve the interest of consumers by
providing quality products which are good value for money.
CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned itshighest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.
Members: 13 District Cooperative Milk Producers'
Unions
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No. of Producer Members: 3.03 million
No. of Village Societies: 15,712
Total Milk handling capacity: 13.67 million litres per day
Milk collection (Total - 2010-11): 3.45 billion litres
Milk collection (Daily Average
2010-11):
9.2 million litres
Milk Drying Capacity: 647 Mts. per day
Cattlefeed manufacturing Capacity: 3690 Mts per day
Sales Turnover (2010-11) Rs. 9774 Crores (US $ 2.2 billion)
Amul Ice Cream
AMUL ICE CREAM is made from Milk and Milk products, Sugar, Stabilizers &
Emulsifiers. It composes of milk fat, total solids, sugar,
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acidity, protein etc. Calories present are per 100 ml -196.7 kcal Various verities of Ice Cream can
be made from the basic mix by addition of required amount of permissible colors and flavour.
Dry fruits and nuts would be used for making premium varieties of Ice Cream. Various flavors of
Amul ice-cream are as follows:-
Vanila, Strawberry, Pineapple, Orange, Rose, Mango, Chocolate, Honey-Dew-Melon, Tutti
Frutti, Litchi, Kesar Pista, Kaju Draksh, Butterscotch, Chocochips, Rajbhog and Cashew Break.
Introduction
GCMMF is presently the market leader in almost all dairy product category i.e. Butter, Milk
Powders, Infant Milk food, Cheese, Cheese Spreads, Milk, Paneer, Dahi etc. We, at Amul,
promise to our highly esteemed consumer, an association in an unwritten contract to satisfy his
taste and nutritional requirements by offering them VFM (Value for Money) products whose
quality is hard to match. The core of the Amul Brand is something that is genetically implanted
in the very fabric of its construction. We endeavour to delight our customers without fleecing
them. For us there is no difference between the terrific rich and the woebegone.
Amul Ice Cream: Present Status:
AMUL Ice cream is among the Asia’a top 10 Ice cream brands.
In a short span of 6 years, Amul Ice Cream has become No.1 Ice Cream brand in the
country. Amul ice cream is now the only national brand and other Ice Cream brands are
regional.
Our position in the market: Amul No.1 brand in India: Amul has achieved a market
share of 38% (4.5 times larger than nearest competitor).
Amul Ice-cream : "Real Milk Real Ice-cream"
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The punch line for Amul Ice Cream is “Real Milk Real Ice Cream” as we offer the best quality
product made of real milk and milk fats and not vegetable oil (frozen dessert). Recipe used for
Amul Ice Cream is on the line of Super Premium Ice Cream i.e. 35% creamier and tastier than
any other ice cream available in India.
Process
The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of
member unions at the state level.
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Establishment of a direct linkage
between milk producers and
consumers by eliminating
middlemen
Milk Producers (farmers) control
procurement, processing and
marketing
Professional management
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Success factor of AMUL ice cream
• Price differential
• Quality of products
• Taste
• Brand name
Vision & Mission statement of AMUL
VISION:
Ami l ’ s v i s i on i s t o p r ov i de mor e and mor e s a t i s f ac t i on t o t he f a r me
rs , t he i r c us t o me rs , employees and distributers
MISSION:
we the motivated and dedicated workforce at amul are committed to produce wholesome
ands a f e f oods o f exce l l en t qua l i t y t o r ema i n mar ke t l eade r t h r ough development of qualitymanagement system, state of art technology, innovation and
eco-friendly operations to achievedelightment of customers and milk producers
Environmental analysis
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SWOT ANALYSIS
SWOT Analysis
Strength
1. Good product range include various flavors, party packs, sticks,
cones etc
2. Good quality and packaging, and good advertising
3. Amul is one of the most respected top-of-the-mind brands
4. Also launched probiotic and sugarfree icecreams
5. Offers over 200 products across India
Weakness
1. Growing competition form international and other brands means
limited market share
2. Limited international presence as compared to leading global brands
Opportunity
1. High End ice-cream to tap the higher income group also
2. Tie-up with food chains, restaurants
3. Mobile vans for better visibility
Threats
1. Kulfi in rural markets
2. Local ice creams and sweet dishes
3. Health conscious people refraining from sweets
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Customer profile:
Targeted customers of amul icecream are as follows:
Kids
Womens
Youth
Calorie consciousHealth conscious
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Supplier of Amul Ice cream
Global Environment:-
GCMMF has signed an agrement with Wal-Mart to stock its shelves with
products under its amul brand name. Amul processed cheese, pure ghee,
shrikhand, Nutramul, Amul’s Mithaee Gulab Jamuns are few of the products
marketed in US markets.
50% of Americans being medically obese & if Amul is really looking to
capture the hearts of the 2nd and 3rd of Indians, offering low-fat versions of its
brands, would make a lot of commercial sense. Hence targeting the large
Indian community in the US markets with its niche products like Mithai,
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Packaged ready to eat foots product, it can definitely expand its market to a
large extent.
Overseas markets – Mauritius, UAE, Bangladesh, Australia, Chinas,
Singapore, Hong Kong & Few South African Countries,
Fresh plans of flooding the markets of Japan & Srilanka,
Tie up with Glaxo to sell baby food
Strategic decisions taken to build the brand
The strategic decisions that developed Amul as a brand can be classified in the following broad
categories:
1. Technology
2. Pricing
3. Quality
4. Product Portfolio
5. Distribution Network
1. Technology Strategy:The technology, packaging and Amul’s approach to marketing is based on the changing taste
buds of the consumers. The technology strategy is characterized by four distinct components:
new products process technology complementary assets to enhance milk production e-
commerce .Few dairies of the world have the wide variety of products produced by the Gujarat
Cooperative Milk and Marketing Federation (GCMMF) network. Village societies are
encouraged through subsidies to install chilling units.
Automation in processing and packaging areas is common, as is Hazard Analysis Critical
Control Point (HACCP) certification. Amul actively pursues developments in embryo transfer
and cattle breeding in order to improve cattle quality and increase in milk yields. GCMMF was
one of the first FMCG (fast-moving consumer goods) firms in India to employ Internet
technologies to implement business to consumer (B2C) commerce. Today customers can order a
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variety of products through the Internet and be assured of timely delivery with cash payment
upon
Receipt.Another e-initiative underway is to provide farmers access to information relating to
markets, technology and best practices in the dairy industry through net enabled kiosks in the
villages. GCMMF has also implemented a Geographical Information System (GIS) at both ends
of the supply chain, i.e. milk collection as well as the marketing process. Farmers now has better
access to information on the output as well as support services while providing a better planning
tool to marketing personnel.
2. Pricing Strategy
At the time Amul was formed, consumers had limited purchasing power, and modest
consumption levels of milk and other dairy products. Thus Amul adopted a low-cost price
strategy to make its products affordable and attractive to consumers by guaranteeing them valuefor money.
3. Quality
Amul has not changed its core values – give the best quality product to the customer. A key
source of competitive advantage has been the enterprise's ability to continuously implement best
practices across all elements of the network: the federation, the unions, the village societies and
the distribution channel (TQM activities). A regular Friday meeting is conducted that has its pre-
set format in terms of Purpose, Agenda and Limit (PAL) with a process check at the end to
record how the meeting was conducted. Similar processes are in place at the village
Societies, the unions and even at the wholesaler and C&F agent levels as well. Examples of
benefits from recent initiatives include - o reduction in transportation time from the depots to the
wholesale dealers, o improvement in ROI of wholesale dealers, implementation of Zero Stock
Out through improved availability of products at depots and implementation of Just-in-Time in
finance to reduce the float Kaizen at the unions have helped improve the quality of milk in terms
of acidity and sour milk. (Undertaken by multi-disciplined teams, Kaizen are highly focused
projects, reliant on a structured approach based on data gathering and analysis.) For example,
Sabar Union's records show a reduction from 2.0% to 0.5% in the amount of sour milk/curd
received at the union.
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4. Enhance Product Portfolio
Amul’s strategy of umbrella branding has also helped establish its brand firmly in people’s
minds. The network follows an umbrella branding strategy. Amul is the common brand for most
product categories produced by various unions: liquid milk, milk powders, butter, ghee, cheese,
cocoa products, sweets, ice-cream and condensed milk.
5. Distribution Network
Amul products are available in over 500,000 retail outlets across India through its network of
over 3,500 distributors. There are 47 depots with dry and cold warehouses to buffer inventory of
the entire range of products. GCMMF transacts on an advance demand draft basis from its
wholesale dealers instead of the cheque system adopted by other major FMCG companies. This
practice is consistent with GCMMF's philosophy of maintaining cash transactions throughout thesupply chain and it also minimizes dumping.
Wholesale dealers carry inventory that is just adequate to take care of the transit time from the
branch warehouse to their premises. This just-in-time inventory strategy improves dealers' return
on investment (ROI). All GCMMF branches engage in route scheduling and have dedicated
vehicle operations.
Ice Cream Industry in India. The ice cream market in India has witnessed a steady growth over the last few decades. The
growth in the Ice cream industry has been primarily due to a strong distribution network and a
good cold chain infrastructure. The ice cream market in India is divided into the branded market
and the grey market or the unbranded market. The branded market is currently 100 million liters
per annum valued at ` 800 crores. The grey market consists of small local players and cottage
industry players.' Currently the ice cream industry in India is worth ` 2,000 crores. The per capita
consumption of ice cream in India is about 300 ml, as compared to the world average of 2.3 liters
perannum.
Statistics for the market share held by the top ice cream brands in India for the year 2008-09 are
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as follows; Amul topped the list, with a market share or 38%, followed by Kwality Walls at 14%,
Vadilal at 12% and Mother Diary at 8%. Below is a graphical representation of the market share
held by the top ice cream brands in India for the year 2008-09.
- See more at: http://business.mapsofindia.com/top-brands-india/top-ice-cream-brands-in-
india.html#sthash.kqQn7OwA.dpuf
7.1 Marketing Strategies
Following are some of the marketing strategies which can be adopted by Amul to gain grasp a
lions’ share in retail segment:
1) Amul can make its hold in the market more strongly if it provides deep freezer on
installment basis or give the freezer on credit basis.
2) The Company needs to improve their packaging material quality. Packaging is one of the
main areas of disagreement with the ice cream distributors because the packaging of the
ice cream creates problem with caring and forwarding. Consumers have suggested that
plastic containers can be easily handled.
3) Incentive based trading with retailers should be initialized upon.
4) Amul needs to strengthen its supply chain management so that there is no problem in the
distribution network of Amul.
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5) Sales promotional activities like game shows, contests, in shop promotions in malls
should be increased and publicized properly. Amul also needs to have tie ups with
various branded stores like Reliance fresh, More, Food marts etc.
6) Amul should focus on having tie ups with malls, different catering institutions, hotels,single screen theatres etc
7) Brand upliftment of Amul ice creams is the need of the day. For this Company should use
Brand ambassador which attracts each age segment as also Amul should publicize itself
through better TV Ads and advertising through electronic media like Internet, Mobile,
FM channels etc
8) Amul must introduce tricycles at strategic traffic points and at public places. This will not
only increase sales but also increase Amul’s Visibility.
9) Amul should make some immediate changes in its policies regarding the damage and
replacement of the ice creams.
Recent Articles in Newspaper
Amul adopts green tech for its chocolate plant
TNN Aug 21, 2013, 04.11AM IST
VADODARA/ANAND: Amul chocolates will be manufactured with green technology. The
Kaira District Co-operative Milk Producers Union Limited (KDCMPUL) popularly known as
Amul Dairy has adopted low carbon technology at the Amul chocolate plant at Mogar in Anand
district.
The technology commissioned by the dairy co-operative is first of its kind in Gujarat. The district
dairy union's initiative comes after its green initiatives involving lakhs of farmers to plant over
312 lakh saplings to make Green Gujarat and its green project at Virar in Maharashtra - the first
of its kind in country's dairy sector.
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Amul to spread bakery business; new plant for cookies on menu
Madhvi Sally, ET Bureau Aug 8, 2013, 04.47AM IST
(Amul plans to expand its…)
NEW DELHI: Amul, the country's biggest dairy brand, plans to expand its fledgling bakery
products business and will soon build a plant that can produce 20 tonnes of cookies a day, a top
official said.
"We are looking at a 40% annual growth for cookies, buns and bread that accounted for over 20
crore," Rahul Kumar, MD of the 2,800-crore Amul Dairy, told ET. "Unlike other brands which
use butter flavour we are using 26% Amul butter in our cookies which consumers will like," he
added.
Learning
Current scenario in FMCG sector Of India.
The Industry overview of the Amul.
The Diversified products offered by the Amul
Distributing Network of Amul Dairy products
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The strategy adopt based on the market customer and vendor.
The main factors that hamper the growth of this industry include the lack of cold storage chains, irregular
supply of electricity, and poor infrastructure for storage and transportation. Another major challenge that
manufacturers face is the fact that ice cream is perceived as a luxury food product by the Indian governmentand taxed accordingly, whereas many countries do not even have a tax on ice cream and consider it as a
normal food item. State governments have imposed a high VAT (Value-Added Tax) on ice creams,
additionally; a one% excise duty was also added in the last Union Budget; which makes it extremely difficult
for an industry that survives on wafer thin margins. The Indian cold storage logistics chain is very poor,
which is an issue since ice cream is a highly perishable product. Erratic and poor electricity supply in most
regions of India poses a threat too.
Another issue that manufacturers have to deal with is the large number of unorganised players who offer
cheaper products of very low quality. The rising price of milk and allied products is a hindrance as
manufacturers need to constantly raise their prices to combat this. Vadilal, in the past year, has increased
prices twice; there is a probability of another increase in the next few months.
Conclusion:
Amul means different things to different people .
To a milk producer – A life enriching experienceTo a consumer – Assurance of havingwholesome milk To a mother – A reliable source of nourishment for her child To the
country– Rural development and self reliance
threats of New Entrants
Economies of Scale: GCMMF enjoys economies of scale, which isdifficult to match by any other competitor. It is because of this reason thatno regional competitor has grown to a national level.
Cost and Resource advantages: Amul dairy is co-operative society.That means “cooperation among competitive” is the fundamentalprinciple.Amul dairy is managed under the norms of GCMMF and market theproducts under thebrand name „Amul‟, which has a very good reputationat domestic and international level. Here, the rawmaterial procurement isvery difficult for the new entrants. Consequently Capital requirement isalsohigh. Still new entrants are emerging such as domestic andinternational players. So the threats of newentrants are moderate.
bargaining power of buyers
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Cost of switching to competitor brands: The switching of brands isseen very much in products such as ice cream, curd, milk powders,milkadditives etc. but it can be seen comparatively less in liquid milk category.Even if the buyers shift tothe other brands of milk, the value that they getis less than they would get from consuming Amul.
Large no. of buyers: Milk is a necessity product and hence is a massproduct. It has a considerable share of the rupee spentby any Indian.Moreover the buyers are spread evenly over the country and do not haveany bargainingpower.
Rivalry among competitors
Demand for the product: The demand of the products of GCMMF isincreasing at a very healthy rate. To stand against therivalry GCMMF iscoming with a wide range of products.
Nature of Competitors: In different business category GCMMF facescompetition from different players. In the Milk powder category it facescompetition from Cadbury & Nestle, in the chocolate category also I facescompetitionfrom Cadbury & Nestle. While in the ice cream market it facescompetition from Kwality Walls Max andHavmor. In butter and chesses it faces competition from Britannia. Moreover in almost all categoriesthereis presence of local retailers and processors and milk vendors. Rivalryintensifies as each of the
competitors has different lines and this would inturn depend on the importance the line holds for thecompetitor
Threats Of Substitute
Availability of attractive priced substitutes: Different substitutes areavailable for different category of products. There is ample availability of lowpriced substitutes from local vendors and retailers. This is a frontwhere GCMMF is still finding hard tocombat