Success Stories - Amul & Biocon

Success Stories

Presented By: Puneet Mahajan CU Jammu 1500712

A Brief History

• Formed in1946 ,is dairy co-operative movement in India.

• A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)

• Jointly owned by 2.6 million milk producer in Gujarat.

• Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world.

• Overseas market Mauritius, UAE, USA, Bangladesh, Australia.

• Dr. Varghese Kurien former chairman of GCMMF is the man behind the success of Amul.

AMUL means “priceless” in Sanskrit. The brand name “Amul”, from the

Sanskrit “Amoolya”, was suggested by a quality control expert in Anand.

• The Tagline / Slogan: “The taste of India”

• The Jingle: Utterly, butterly, delicious…..Amul

• The Character / Mascot: The Amul moppet has been the mascot of Amul since 1967, sporting a young girl in red polka dot

frock with 'utterly butterly delicious’ jingle.

Value Preposition• Functional – Quality, Variety of products, Range

of Products.

• Emotional – It attracts people Emotionally with launching various products like Energy Drinks, Sugar free Products for health conscious people.

• Economical – The Price of Amul Products is Equivalent to its quality. The fresh products which Amul deliver in reasonable prices is one of the Economical Propositions of Amul.

• USP – Quality with Affordability• USP of Amul is its “TASTE”

The Place Strategy• Amul has very strong marketing channel.

• The GCMMF has a network of more than 3500 distributers and more than 5 lakh retail outlets.

• More than 2.8 million farmers of 12 districts are operational

• Amul has 47 depots

Collection ChainSupply Chain

Weighing the milk

Determination of fat content

Calculation of the purchase price

Storing the milk

Processing the milk

Distributing the milk

Amul Strategy

Farmers

VillageCooperativeSocieties (withChilling Units)

VillageCooperativeSocieties(without ChillingUnits)

LocalRestaurants/Other Milk relatedbusinesses

Milk Sold toVillage &Local Residents

Milk ProcessingUnion &Warehouses

Warehouses

Wholesalers/C&S

Retailers Home DeliveryContractors

CONSUMERS

NetworkServices* VeterinaryServices* AnimalHusbandry* AnimalFeed Factory* Milk CanProducers* AgricultureUniversity* Rural MgmtInstitute* TruckingFacilities

Chilling Plants

CONSUMERS

AMUL SUPPLY CHAIN

Promotion• Amul Maharani contest: In this contest questions

about Amul are asked..

• AMUL sponsored the Singing Competition AMUL Star Voice of India, Music ka maha mukabla

• MASTERCHEF INDIA

• Amul has portrayed its image as a symbol of dairy products. Amul is one of the leading food brand of INDIA and also a proven model for dairy development.

• Amul has maintained its identity with its MASCOT and also with its tagline “Amul the taste of INDIA”

• It is one of the most trusted brand of India in dairy products. With its taste, quality and value oriented services.

The Amul Range

Product Range Brand Name

Liquid Milk (nine varieties)Milk Powders (five varieties)ButterGhee (two varieties)Bread SpreadCheese (three varieties)Cocoa Products (two varieties)Sweets (three varieties)Ice Cream (several varieties)Condensed MilkEdible Oil (nine varieties)Mineral WaterFruit Drinks

Panel E: Number of BrandsLiquid Milk: AMUL, SAGARMilk Powders: Amulspray,AMUL, SAGAR, Amulspree,AmulyaCocoa Products: AMUL,NutramulEdible Oils: Dhara, LokdharaMineral Water: Jal DharaFruit Drinks: Safal

Physique : Taste, Quality

Personality :Simple, Indian

Self-Image :Proud Indian, Fun loving

Reflection :Value Oriented

Culture :Co-operative, Sharing

Relationship :Sociable

WHY AMUL IS ?

• Biocon has made failure a part of its risk management strategy.

• Mazumdar-Shaw says, “The important thing is to learn from that failure and give it another go.”

• But she warns, “You might finally have to give up.”

• Like in the case of the protein fusion experiment, if the third approach in the protein fusion program had not worked, Biocon was ready to give it up.

Building alliances and partners

• Partnerships – both for marketing and research - are an integral part of Biocon’s strategy.

• Some of its partners include Mylan, Amylin, IaTRICa Inc, Vaccinex, Pfizer and Optimer.

• To make partnerships work, the most important thing to do is to have a clear set of expectations from each other with very clear descriptions of roles and responsibilities.

Split Business Technique• Divided their business into 3 units that are

collaborative with each other and at the same time they are individual in nature.

• SYNGENE{Pre-clinical Discovery}• CLINIGENE{Clinical Development}, and • BIOCON{Commercialization}

SBT has lead to…

• Scope of R&D and Manufacturing operations increases.

• Facilitates new product discovery.

• Driving more innovation.

• Accelerate growth.

• Facilitate the delivery of product in time.

Thank you….