amul brand presentation

8/9/2019 Amul Brand Presentation

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AMUL- THE TASTE

OF INDIA

byKIRAN GOPAL


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Amul was formally registered on December 14, 1946.

The brand name Amul, sourced from the Sanskrit wordAmoolya, meanspriceless. It was suggested by a quality

control expert in Anand and it was chosen because it

was a perfect acronym forAnand MilkUnion Limited.


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The Amul revolution was started as awareness

among the farmers. It grew and matured into a

protest movement that was channeled towards

economic prosperity.


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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

organization, Gujarat Co-operative Milk Marketing

Federation Ltd. (GCMMF), which today is jointly

owned by some 2.6 million milk producers in

Gujarat.


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Amul is the largest food brand in India and

world's Largest Pouched Milk Brand with an

annual turnover of US $1050 million (2006-07)

Amul has 2.6 million producer members with

milk collection average of 10.16 million liters per

day.

It is one of the best examples of co-operative

achievement in the developing economy.


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AMUL is based in Anand, Gujarat and has been

a sterling example of a co-operative organization's

success in the long term.

Amul has spurred the White Revolution of India. It

is also the world's biggest vegetarian cheese brand.


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Every day Amul collects 447,000 litres of milk from

2.12 million farmers (many illiterate), converts the

milk into branded, packaged products, and delivers

goods worth Rs 6 crore (Rs 60 million) to over

500,000 retail outlets across the country.


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Dr Varghese Kurien

former chairman

and founder of theGCMMF, is

recognized as the

man behind thesuccess of Amul..


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GCMMF: Gujarat Cooperative Milk MarketingFederation

GCMMF markets and manages the Amul brand


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Parthi Bhatol, Chairman of Banas dairy, was

re-elected as the Chairman of Gujarat

Cooperative Milk Marketing Federation

(GCMMF), which owns Amul brand.


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GCMMF is India's largest food products marketing

organization. It is a state level apex body of milk

cooperatives in Gujarat

It aims to provide remunerative returns to the

farmers.

And to serve the interest of consumers by providing

quality products, which are good value for money.


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CRISIL, India's leading Ratings, Research,Risk and Policy Advisory company, has

assigned its highest ratings of

"AAA/Stable/P1+" to the various bank

facilities of GCMMF.

In September 2007, Amul emerged as the

leading Indian brand according to a surveyby Synovate to find out Asia's top 1000

Brands.


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MEMBERS : 13 district

Cooperative

milk producers union

No. of Producer Members : 2, 79 million No. of Village Societies : 13,328

Total Milk handling capacity : 11.22 million liters per

day

Milk collection (Total 2008-09) : 3.05 billion liters

Milk collection (Daily Average

2008-09) : 8.4 million liters

Milk Drying Capacity : 626 Mts .per day

Cattle feed manufacturing

Capacity : 3500 Mts per day


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Milma in kerala

Vijaya in Andhra Pradesh

Aavin in Tamil Nadu

K.M.F ( Nandini ) in Karnataka

Sudha in Bihar


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Omfed in Orissa

National Dairy Development Board (NDDB)

(with its Mother Dairy and Sugam brands).

With Amul entering the sports drink market,

its rivals now include Coca Cola and Pepsi

Co.


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There are no: of dairy products which is

produced by AMUL.

The product range includesMilk Powders, Milk,

Butter, Ghee, Cheese, Chocolate, Ice cream,

Shrikhand, Paneerr, Gulab Jamuns, Basundi,

Nutramul brand and others.


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Innovative hoardings from Amul


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It has a 15% market share in the Rs15,000

crore milk category, and a 37% share in the

Rs900 crore organized ice-cream segment.

The market share of Amul is 38% share

against the 9% market share of HLL, thus

making it Four times larger than its

closest competitor.


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They have changed the packaging,

technology and approach to marketing

based on the changing taste buds of our

consumers it is a marketing strategy they

adopt


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Amul is the largest food brand in India

with an annual turnover of US $1524

million (2008-09) and sales turnover

of US $1504 million (2008-09)


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Every brand will have a positive point which

is said to be as the strength of it, with the help of which

they can with stand the market

wide range of products

affordable price, high quality

effective ad campaign Diversification

Brand image

Distribution network


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Weakness are those which have negative

impact on the performance of the brand

Strong dependency on weak infrastructure

Risks of highly complex supply chain system

Alliance with third parties who do not belong to

the organized sector


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Opportunities are those which we have to

exploit by mean of exploring it..

Export good in segment market

sports drink new market

penetrate International market


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Threats they are the draw backs or the fear

of a brand

Population of milch animal

strong competition from Indian and Internationalbrands

difficulty to expand

growing price of milk and milk products

shortage in supply of milk


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ISO 9000-HACCP certified plants: All Amul Ice

Cream plants are ISO 9000-HACCPM 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 in qualityby INSIGHT


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[VOICE], a consumer organization based in Delhi

said in its publication that provides the best value

for money as far as price is concerned


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amul brand presentation

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