8/7/2019 Final AMUL TASTE OF INDIA (1)
1/20
AMUL TASTE OF INDIA
PRESENTED BY
IIPM BATCH C1
DEEPIKA IYYAPPAN
NEELAM
DEEPIKA PATEL
8/7/2019 Final AMUL TASTE OF INDIA (1)
2/20
INTRODUCTIONAMUL (ANAND MILK UNION LIMITED)y Formed in 1946,is also known as C0-OPERATIVE
MOVEMENT IN INDIA. it is managed by y Gujarat co-operative milk marketing
federation ltd.(GCMMF).V ISION:liberate our f armers f r om economic oppressi on and lea d them
to pr os perity
MISSION: dairy co-operative of Gujarat turnover of Rs 27000 cores by the year 2020.
8/7/2019 Final AMUL TASTE OF INDIA (1)
3/20
AN OVERVIEWy Members: 13 district cooperative milk producers' Union
y No. of Producer Members: 2.79 million
y
No. of Village Societies: 13,328
y Total Milk handling capacity: 11.22 million litres per day
y Milk collection (Total - 2008-09): 3.05 billion litres
y Milk collection (Daily Average 2008-09): 8.4 million litres
y Milk Drying Capacity: 626 Mts. per day
y Cattlefeed manufacturing Capacity: 3500 Mts per day
8/7/2019 Final AMUL TASTE OF INDIA (1)
4/20
G OALS & OBJECTIVES .y Goal ::T o maxi m ize sh are holder s value, i.e. the w eal th
of the m ilk p roducer s/ far mer s
y Obj ec tive s:: No t to maxi m ize the p rofi t of GC MMF , ra ther p ro vide the be st p rice for the far mer s for their
m ilk. Since by the by-laws, a maximum of 12 % on the paid
share capital is paid to them as the dividend
So the price given to the suppliers is not a cost but integral...
8/7/2019 Final AMUL TASTE OF INDIA (1)
5/20
G ROWTH OVER THE YEAR
Collect as much as 195 lac kg perday.(19.5)million of milk in the peak flushseason.Dairy has organized over 10,000 village co-
operatives .Everyday dairy collects 4,47000 liters of
milk .Dairy sells 400 tones of cattle everyday.
8/7/2019 Final AMUL TASTE OF INDIA (1)
6/20
8/7/2019 Final AMUL TASTE OF INDIA (1)
7/20
F UTURE G ROWTH P LA NS .Milk shed areas will increase to 231 lack kg per day.Expansion of the distribution networkCreative marketingConsumer educationProduct innovationTapping the rising demands for the new value added
productsAmul plans to double the processing capacity of the dairyplant to 20.7 million kg per day by 2020
8/7/2019 Final AMUL TASTE OF INDIA (1)
8/20
PROCE SS ING UNIT OF AM UL PRODUCT S PROCE SS ING UNIT OF AM UL PRODUCT S
8/7/2019 Final AMUL TASTE OF INDIA (1)
9/20
MA NAG EM ENT F UNCTION
Determine goals orobjective
Policy formingFormation of plansCo-ordination and
communication
Top management buildsand maintaining relationshipwith the outside public
8/7/2019 Final AMUL TASTE OF INDIA (1)
10/20
MA RKET S HARE AND S TATUS
BU TTER 85%MILK POWDER 40%CHEESE 50%ICE CREAM 24.75%
SWEETS 50%CHOCO-DRINK 90%CHOCOLATE 10%
8/7/2019 Final AMUL TASTE OF INDIA (1)
11/20
LEVEL OF MA NAG EM ENT..
TOP MIDDLE LOWERLEVEL LEVEL LEVELM.D :09 D.M :004 A :70G.M:02 AM : 022 JR A:36AGM :02 S :036 A GRADE 0066M :14 DY S :047 B GRADE 0072
C GRADE 0206D GRADE 0239
E GRADE 0174F GRADE 0090G GRADE 1049
8/7/2019 Final AMUL TASTE OF INDIA (1)
12/20
Employee Retention.
Em pl o yee Retenti on is a pr ocess in w hich the
em pl o yees are encourage d to remai nw ith the orga nizati on
for maxim um peri od of time or un til the
com pleti on of pr oject.
8/7/2019 Final AMUL TASTE OF INDIA (1)
13/20
MA RKETING M IX
Product:Dairy productsCooling products
PriceLow pricingstrategy
Place:
Rural MarketUrban marketInternationalMarket
Promotion:
Advertisement
1% on promotion
Amul Butter girl is thelongest running adcampaign in country for41 years.
Agreement signed withWall Mart
8/7/2019 Final AMUL TASTE OF INDIA (1)
14/20
S WOT ANAL Y S ISS trength
W ide range of productsAffordable priceDistribution network
DiversificationEffective AD Campaign
W eakness:Need to focus on other product as
wellImprove on road transport
infrastructure
Opportunity:Export segmentS port s drink new marketEntry in retailingPackaged sweets market
Threats:Increasing populationIncreasing requirementAdulterationDifficult to expandPopulation of milch animal
8/7/2019 Final AMUL TASTE OF INDIA (1)
15/20
PRODUCT S TRATEG Y..
Pr oduct Positi onin g strategy Pr oduct re-positi onin g strategy
Pr oduct ov erla p strategy Pr oduct Design strategy Pr oduct Eliminati onDiv ersi f icati on Strategy
8/7/2019 Final AMUL TASTE OF INDIA (1)
16/20
8/7/2019 Final AMUL TASTE OF INDIA (1)
17/20
Promotion
8/7/2019 Final AMUL TASTE OF INDIA (1)
18/20
OUR PRODUCT S .!!!!
8/7/2019 Final AMUL TASTE OF INDIA (1)
19/20
OPPURTUNITIE S IN AM UL
8/7/2019 Final AMUL TASTE OF INDIA (1)
20/20