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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