Amul- The Taste Of India 121655
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Presented by : DIVYA BODDU 09020242007 SIIB MBA - AB
BIRTH OF AMUL • 1929 ü Peston EdulPolson established Polson Model Dairy at Anand to manufacture butter, ghee and casein. • 1944 ü Inauguration of Bombay Municipal Corporation Milk Supply. Monopoly rights were awarded to Polson for Procuring milk from Kaira. • 1946 ü KDCMPUL formed to counter exploitation by Polson’s Dairy (Anand) And so did GCMMF and brand Amul correspondingly
andit Jawaharlal Nehru , Indira Gandhi , Morarji Desai and others at th
Amul Dairy , Anand [ today ]
AMUL FACTFILE
• Type :Cooperative • Headquarters: Anand, India • Key people: Chairman, GCMMF - P. G. Bhatol • Industry :Dairy Products • Revenue :INR 67.11 billion, $15.04 billion USD (‘08-’09) • Employees :735 employees of Marketing Arm. However, real pool consist of 2.8 million milk producers • Website: www.amul.com • CRISIL assigned "AAA/Stable/P1+" to the
AMUL LOGO
PORTE R’S 5 FORCE S
3 C’S MODEL et
om
r
Co
e
mp
st Cu r
it
o
anda, Vijaya, Milma, and other cooperative milk brands üAre extremely satisfied t Britannia, Nestle, Mother Dairy, Kwality üMoved from loose milk to package üReady to try more products üImproved socio-eco conditions
Company üLargest milk brand in Asia üMore than 30 dairy brands üMarket leader in ghee and butter üVery strong supply chain üEnjoys fine reputation üQuality with affordability
AMUL’S SUCCESS Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Rs ( million ) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554
US $ ( in million ) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325
67113
1504
AMUL’S SUCCESS q GCMMF bags APEDA AWARD for 11th year in a row [‘06-’07]
q Amul Pro-Biotic Ice-cream Gets The International Dairy Federation Marketing Award At World Dairy Summit [2007]
q Ramkrishna Bajaj National Quality Award [2003]
q Amul - The Taste Of India (GCMMF) Receives International Cio 100 Award For Resourcefulness [2003]
AMUL’S REASON FOR SUCCESS
ROBUST SUPPLY CHAIN LOW COST STRATEGY DIVERSE PRODUCT MIX STRONG DISTRIBUTION NETWORK
TECHNOLOGY AND e - INITIATIVES BRAND VALUE OF AMUL
State Marketing Federation All dairies in a State (GCMMF in Gujarat) 22 State Federations in India
A N A N D
District Milk Processing Unions Every district in the state 12 district unions in Gujarat 170 unions all over India
Village Co-operative Societies All villages in a district 72,774 villages in India
Milk Producers
P A T T E R N
SBU S OF AMUL
BCG MATRIX OF AMUL
PRODUCT PORTFOLIO
SERVICES RENDERED ØVeterinary Services
ØPelleted Cattle Feed
ØEducation on Animal Husbandry
ØFacilities for Artificial Insemination
ØGenetic improvement of indigenous cattle
AMUL’S STP • Segmentation ü Consumer based ü Industry based ü Not so easy
• Targeting ü Amul parlours
• Positioning
ü A mass market player, no offerings ü USP – Quality with affordability ü “Amul” as “Taste of India” - creating value ü New offerings for health conscious and
INTEL MARKETINGTOPICALS • One of the most conservative FMCG entities — GCMMF — spends a mere 1% of its turnover on promotions.
• Amul butter girl is one of the longest run ad campaigns in the country for 43 years!!!
ROTATIONAL PROMOTION STRATEGY Ø Amul Ice-cream 1996 Ø Category re-visited in 1999 Ø Amul Cheese in 2001 Ø Amul Masti Chaas in 2004-05 Ø Nutramul and Kool Kafe in 2006 Ø AmulKoko — cold chocolate drink in 2009 •
OTHER PROMOTIONAL STRATEGIES
AMUL’S SUPPLY CHAIN
AMUL PARLOURS • "Amul Utterly Delicious" parlours. • Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. • Prominent
SUPPLY CHAIN ADD-ONS • ERP initiatives ‘94 • Tata Consultancy Services • Implementation project - Enterprise- wise Integrated Application System (EIAS). • AMCUS – automate milk producers logistics. • Zonal offices, regional offices and member’s dairies -VSATs • Geographic Information Systems (GIS) • IIM A supplemented Amul’s IT - Dairy Information System Kiosk(DISK). • www.amul2b.com • Plans to introduce Internet banking services and ATMs
PRICING -AMUL • Decided by the GCMMF by conducting market
• Price is inclusive of several elements like, ü Cost of milk. ü Labour cost. ü Processing cost. ü Packaging cost. ü Advertising cost. ü Transportation cost. ü Sales promotion costs. ü Taxes etc.
TASTE OF COMPETITION
T.O.C
T.O.C – STRATEGIES • Ice cream: Amul parlours; launched “Fundoo” to combat HUL’s Max • Pizza: Launched ready to cook pizza “Utterly delicious” • Butter: Protect market share with price • Curd: Alignment with other milk coops
AMUL - NDDB TWIST • • •
1st sparks – Aug ‘02
Mother Dairy cuts prices in butter war with Amul [‘05]
•
NDDB -free sugar with its milk. GCMMF- discount on vanilla ice cream against purchase of Amul milk [Mar ‘06]
•
GCMMF sold 2,000 tons skimmed milk powder to Mother Dairy [Mar ‘06]
•
Amul-Rs 30 off on vanilla ice cream after returning the 30 empty pouches of Amul milk.[’06]
•
NDDB plans to import 10,000 MT skimmed milk powder to meet the domestic demand. [Sep ‘09]
•
NDDB - 6,000 litre of milk @ Rs 330 per kilo fat to milk pourers (MPs) @ Surendranagar [ Oct ‘09]
FINANCE MATTERS ! • Capital structure • Working capital • Sources of capital ü Federation ü Fix deposit of society ü Interest from bank like SBI, BOB, ü Share Capital of AMUL
•
WEAKNESSES & THREATS • Less control over milch yield • Cannot accommodate transport delays (perishables) • Dependence on poor infrastructure for supply (roads, electricity etc) • Increasing population , increasing requirement • Adulteration • Saturation point not far away • Unorganized players • Other dairy co-operative societies • Competitors are companies, not bound by inherent obligations of cooperatives
AMUL GOES GLOBAL • U.S.A, Nepal, South Africa, Kenya, Bhutan, Bangladesh, Thailand, Australia, and Gulf countries etc • Prospective markets- Russia, UAE, Japan, Sri Lanka • Agreement with Wal-mart • Agreement with Glaxo • Amul’sgrowth rate in international market : ~34%
•
• Product improvisation -Amul basundi, gulab jamun, chocolates etc. • Advertising – Cable channels, newspapers etc. • Strengthen liquidity and working capital • Supply chain add-ons • Venture into processed fruits and
THANK YOU
BIRTH OF AMUL • 1929 ü Peston EdulPolson established Polson Model Dairy at Anand to manufacture butter, ghee and casein. • 1944 ü Inauguration of Bombay Municipal Corporation Milk Supply. Monopoly rights were awarded to Polson for Procuring milk from Kaira. • 1946 ü KDCMPUL formed to counter exploitation by Polson’s Dairy (Anand) And so did GCMMF and brand Amul correspondingly
andit Jawaharlal Nehru , Indira Gandhi , Morarji Desai and others at th
Amul Dairy , Anand [ today ]
AMUL FACTFILE
• Type :Cooperative • Headquarters: Anand, India • Key people: Chairman, GCMMF - P. G. Bhatol • Industry :Dairy Products • Revenue :INR 67.11 billion, $15.04 billion USD (‘08-’09) • Employees :735 employees of Marketing Arm. However, real pool consist of 2.8 million milk producers • Website: www.amul.com • CRISIL assigned "AAA/Stable/P1+" to the
AMUL LOGO
PORTE R’S 5 FORCE S
3 C’S MODEL et
om
r
Co
e
mp
st Cu r
it
o
anda, Vijaya, Milma, and other cooperative milk brands üAre extremely satisfied t Britannia, Nestle, Mother Dairy, Kwality üMoved from loose milk to package üReady to try more products üImproved socio-eco conditions
Company üLargest milk brand in Asia üMore than 30 dairy brands üMarket leader in ghee and butter üVery strong supply chain üEnjoys fine reputation üQuality with affordability
AMUL’S SUCCESS Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09
Rs ( million ) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554
US $ ( in million ) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325
67113
1504
AMUL’S SUCCESS q GCMMF bags APEDA AWARD for 11th year in a row [‘06-’07]
q Amul Pro-Biotic Ice-cream Gets The International Dairy Federation Marketing Award At World Dairy Summit [2007]
q Ramkrishna Bajaj National Quality Award [2003]
q Amul - The Taste Of India (GCMMF) Receives International Cio 100 Award For Resourcefulness [2003]
AMUL’S REASON FOR SUCCESS
ROBUST SUPPLY CHAIN LOW COST STRATEGY DIVERSE PRODUCT MIX STRONG DISTRIBUTION NETWORK
TECHNOLOGY AND e - INITIATIVES BRAND VALUE OF AMUL
State Marketing Federation All dairies in a State (GCMMF in Gujarat) 22 State Federations in India
A N A N D
District Milk Processing Unions Every district in the state 12 district unions in Gujarat 170 unions all over India
Village Co-operative Societies All villages in a district 72,774 villages in India
Milk Producers
P A T T E R N
SBU S OF AMUL
BCG MATRIX OF AMUL
PRODUCT PORTFOLIO
SERVICES RENDERED ØVeterinary Services
ØPelleted Cattle Feed
ØEducation on Animal Husbandry
ØFacilities for Artificial Insemination
ØGenetic improvement of indigenous cattle
AMUL’S STP • Segmentation ü Consumer based ü Industry based ü Not so easy
• Targeting ü Amul parlours
• Positioning
ü A mass market player, no offerings ü USP – Quality with affordability ü “Amul” as “Taste of India” - creating value ü New offerings for health conscious and
INTEL MARKETINGTOPICALS • One of the most conservative FMCG entities — GCMMF — spends a mere 1% of its turnover on promotions.
• Amul butter girl is one of the longest run ad campaigns in the country for 43 years!!!
ROTATIONAL PROMOTION STRATEGY Ø Amul Ice-cream 1996 Ø Category re-visited in 1999 Ø Amul Cheese in 2001 Ø Amul Masti Chaas in 2004-05 Ø Nutramul and Kool Kafe in 2006 Ø AmulKoko — cold chocolate drink in 2009 •
OTHER PROMOTIONAL STRATEGIES
AMUL’S SUPPLY CHAIN
AMUL PARLOURS • "Amul Utterly Delicious" parlours. • Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat. • Prominent
SUPPLY CHAIN ADD-ONS • ERP initiatives ‘94 • Tata Consultancy Services • Implementation project - Enterprise- wise Integrated Application System (EIAS). • AMCUS – automate milk producers logistics. • Zonal offices, regional offices and member’s dairies -VSATs • Geographic Information Systems (GIS) • IIM A supplemented Amul’s IT - Dairy Information System Kiosk(DISK). • www.amul2b.com • Plans to introduce Internet banking services and ATMs
PRICING -AMUL • Decided by the GCMMF by conducting market
• Price is inclusive of several elements like, ü Cost of milk. ü Labour cost. ü Processing cost. ü Packaging cost. ü Advertising cost. ü Transportation cost. ü Sales promotion costs. ü Taxes etc.
TASTE OF COMPETITION
T.O.C
T.O.C – STRATEGIES • Ice cream: Amul parlours; launched “Fundoo” to combat HUL’s Max • Pizza: Launched ready to cook pizza “Utterly delicious” • Butter: Protect market share with price • Curd: Alignment with other milk coops
AMUL - NDDB TWIST • • •
1st sparks – Aug ‘02
Mother Dairy cuts prices in butter war with Amul [‘05]
•
NDDB -free sugar with its milk. GCMMF- discount on vanilla ice cream against purchase of Amul milk [Mar ‘06]
•
GCMMF sold 2,000 tons skimmed milk powder to Mother Dairy [Mar ‘06]
•
Amul-Rs 30 off on vanilla ice cream after returning the 30 empty pouches of Amul milk.[’06]
•
NDDB plans to import 10,000 MT skimmed milk powder to meet the domestic demand. [Sep ‘09]
•
NDDB - 6,000 litre of milk @ Rs 330 per kilo fat to milk pourers (MPs) @ Surendranagar [ Oct ‘09]
FINANCE MATTERS ! • Capital structure • Working capital • Sources of capital ü Federation ü Fix deposit of society ü Interest from bank like SBI, BOB, ü Share Capital of AMUL
•
WEAKNESSES & THREATS • Less control over milch yield • Cannot accommodate transport delays (perishables) • Dependence on poor infrastructure for supply (roads, electricity etc) • Increasing population , increasing requirement • Adulteration • Saturation point not far away • Unorganized players • Other dairy co-operative societies • Competitors are companies, not bound by inherent obligations of cooperatives
AMUL GOES GLOBAL • U.S.A, Nepal, South Africa, Kenya, Bhutan, Bangladesh, Thailand, Australia, and Gulf countries etc • Prospective markets- Russia, UAE, Japan, Sri Lanka • Agreement with Wal-mart • Agreement with Glaxo • Amul’sgrowth rate in international market : ~34%
•
• Product improvisation -Amul basundi, gulab jamun, chocolates etc. • Advertising – Cable channels, newspapers etc. • Strengthen liquidity and working capital • Supply chain add-ons • Venture into processed fruits and
THANK YOU
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