...have led to its success. Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food Products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serves the interest of consumers by providing quality products which are good value for money. Amul (Anand Milk-producers Union Limited), formed in 1946, is a dairy cooperative movement in India. The brand name Amul was derived from the Sanskrit word “Amulya” which means priceless and it is managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterlingexa mple of a co-operative organization's success in the long term. Amul’s Business Model : Amul followed a unique business model, which aimed at providing ‘value for money’ products to its consumers, while protecting the interests of the milk producing farmers who were its suppliers as well as its owners. The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy Cooperative Society at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk Federation at the State level. As milk was a perishable items, Amul bought all the milk offered by the milk producer, made timely payment and shared the...
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...MUKE ENTERPRISE 2012 Business Plan [We are on the brink of penetrating a lucrative market in a rapidly growing industry. The Kenyan dairy industry is the single largest agricultural sub-sector, larger even than tea. And Kenyans love milk. They consume more of it than almost anyone else in the developing world. We have an innovative idea that will bridge the gap between supply and demand of milk. We intend to introduce MILK DISPENSERS in highly populated areas of Nairobi. These machines will not only improve availability of milk in Nairobi suburbs but also avail it 24 hours a day and at a cheaper price. We intend to reliably provide quality milk to our customers in hygienic conditions and provide an easy payment method. ] Contents Executive Summary 4 1.1 Objectives 4 1.2 Mission 5 1.3 Keys to Success 5 Milk Distribution Company Business Plan 6 2.1 Competitive Comparison 6 2.2 Technology 6 2.3 Future Services 6 2.4 Target Market Segment Strategy 7 SWOT Analysis 7 3.1 Strengths 7 3.2 Weaknesses 7 3.3 Opportunities 8 3.4 Threats 8 Marketing Strategy 8 4.1 Marketing Expenses 8 4.2 Pricing Strategy 9 4.3 Promotion Strategy 9 4.4 Positioning Statement 10 Sales Strategy 10 5.1 Strategic Alliances 10 5.2 Sales Forecast 11 Financial Plan 11 6.1 Projected Profit and Loss 11 6.2Pro Forma Profit and Loss 12 Executive Summary The dairy industry is the single largest agricultural sub-sector, larger even...
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...reminder for the deadlines and understanding the urgency of sometime extending the same. Table of Contents Chap.No. | Topics | Page No. | CHAPTER 1 | INDUSTRY & COMPANY PROFILE | 5 | CHAPTER 2 | PRODUCT SPECIFICS | 13 | CHAPTER 3 | SUPPLY CHAIN | 25 | CHAPTER 4 | PRODUCT PROMOTION | 32 | CHAPTER 5 | DATA ANALYSIS | 35 | CHAPTER 6 | MAJOR COMPETITORS | 40 | CHAPTER 7 | Challenges faced by Amul | 43 | | Conclusion | 45 | | References | 46 | | Annexure | 47 | EXECUTIVE SUMMARY In today’s competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market. The information regarding the activities of competitor’s existing in the market so that we can plan our each activity according to that. It is also necessary to retain the existing customers apart from attracting the new customers. 1.1Title: “The project focuses on the integrated marketing strategy behind AMUL with the longest running ad-campaign.” 1.2Organization: “Amul ,...
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...happy farmers: The California Milk Advisory Board’s marketing and strategic planning success story. The actions of the California dairy industry over the past 20-plus years exemplify how an industry’s long term prospects can be dramatically transformed by 1) a well done strategic plan at a critical juncture; 2) solid ensuing marketing strategies and tactics that are creatively and consistently executed over time; and 3) additions to infrastructure (both production capacity and knowledge dissemination programs) that support the strategic plan. The many noteworthy aspects of the Real California Cheese (RCC) program include: • • • • • The research that went into development of the long-term strategy How well the tactics implemented the strategy The thoroughness of the plans and pervasive attention to detail The consistency of execution over an extensive period of time The stellar long-term results The Strategic Plan 1 In 1982, faced with declining fluid milk consumption and a surplus of milk at the farm level, the California Milk Advisory Board (CMAB), a promotional board that is an instrumentality of the California Department of Food & Agriculture and represents all California dairy families, hired the Stanford Research Institute (SRI) to conduct a comprehensive analysis of the growth options for the California dairy industry. The CMAB executes generic promotional programs for all California dairy products made from cow’s milk through advertising and public relations programs...
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...chocolates are the most inevitable indulgence of all times. In the realm of advertising, the business of chocolate marketing stands at a figure of Rs.145 crore. And with that kind of money, the space becomes all the more interesting to watch out for, more so for the marketers. If we continue to let the numbers do the talking for sometime, we will get to know some dark chocolaty facts, like, Cadbury leads the Indian Chocolate market with a 70% share of the choco-pie, while Nestle occupies only 25% of the choco chunk. Interestingly, even with less than half of the former’s share, Nestle appears as the second leader in the entire arena and hence becomes the second pivotal player in the market. But that’s not the reason why they become this issue’s anointed marketers at war. In fact they have attained the status for being aggressive marketers of their respective chocolate variants for a consistently long duration without fail. An attack from one side has rarely gone unnoticed and not being retaliated with utmost valour from the counterpart. So let’s look at the events based on the 4Ps of marketing that lead to the culmination of this war, if at all, it has reached to one. PRODUCT The very first element of the 4Ps of Marketing – ‘Product’ – is nothing less than weapons for the companies. Going by that logic, Cadbury’s armoury comprises of Dairy Milk (their flagship product), Dairy Milk Fruit & Nuts, Dairy Milk...
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...had taken place before. From the encouragement of freedom fighter Sardar Vallabvai Patel, the exploited dairy farmers from Kaira District formed Kaira District Cooperative Milk Producers Union Ltd. The cooperative was formed with two societies and the initial daily collection of milk was a mere 250 liters. This was the Anand model which later adapted to the brand name Amul. Amul is the flagship brand of India’s largest food company the Gujarat Cooperative Milk Marketing Federation (GCMMF). Since the suppliers (dairy farmers) were also the owners of Amul, The Company’s primary focus was protecting the interests of the farmers and providing its customers with products that were value for money. Amul bought all the milk that the farmers produced so that they didn’t have to incur any losses. They shared the profits generated from the sales of milk and milk products and encouraged the farmers to produce more milk with better quality by using modern day techniques which in turn lowered the costs of the farmers. Since GCMMF sold all its products under only one brand name “Amul”, it helped Amul save a lot of money on advertising products under different brand names. The GCMMF spent just 1% of their turnover on advertising campaigns which would have increased to 6-7% if they had adopted to different brands for different products. The GCMMF also sold certain products like milk, ghee etc. under a different brand name Sagar which was sold locally and didn’t need advertisement. Right...
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...means quality. It means value for money. It means availability. And it means service.” Varghese Kurien, Chairman GCMMF1 Introduction C op y Gujarat Cooperative Milk Marketing Federation (GCMMF), the largest food company in India, recorded a turnover of Rs 2882 crore ($ 0.65 bn) in 2003-04. Its flagship brand ‘Amul’ was the market leader in butter, whole milk, cheese, ice cream and dairy whitener. GCMMF was the largest cooperative movement in India with 2.2 million milk producers of Gujarat organized in 10,552 cooperative societies. GCMMF collected 5 million litres of milk per day from its shareholders who owned 3.2 million buffaloes, one million cows and 0.3 million crossbred cows. The Federation’s extensive marketing network comprised 3000 distributors and 500,000 retailers spread across the country. ot Background Note D o N Amul’s genesis was linked to the freedom movement in India. Sardar Vallabhbhai Patel, an eminent Indian freedom fighter encouraged the dairy farmers from the Kaira district in Gujarat to form a cooperative to counter the ‘exploitatively’ low prices offered for their milk by the monopoly milk supplier of the area, Polson’s Dairy. The dairy farmers met in Samarkha (Kaira district, Gujarat) on the 4th of January 1946, and decided to set up a milk producers’ cooperative that would deal directly with the Bombay...
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...Cadbury Dairy Milk Chocolate Cadbury Dairy Milk chocolate is one of the major success stories of the Cadbury business and one of the world's most famous chocolate brands. The new milk chocolate was introduced to the British market in 1905 and, with its unique flavour and texture, quickly became the market leader. Milk chocolate was first made by Cadbury in 1897 by blending milk powder with the basic chocolate ingredients of cocoa butter, cocoa mass and sugar. . Launched in 1905, Cadbury proudly boasted that its new milk chocolate was not only "as good as," but better than the European milk chocolate. With its now-famous glass and a half of full-cream milk in every 200gms, it contained far more milk than any previously known chocolate. The special flavours produced when fresh milk, cocoa mass and sugar are cooked together in the first stages of the chocolate crumb making process give Cadbury Dairy Milk its unique taste. Cadbury Dairy Milk blocks comes in a range of sizes suitable for all ages and occasions - from a quick snack, a self-indulgent treat, something to share with family or friends or a gift. Cadbury Dairy Milk is sold with a similar design worldwide - the centerpiece of all packaging is the iconic "glass and a half " image showing the famous glass and a half of pure full cream milk flowing into a delicious chunk of Cadbury Dairy Milk chocolate. Consumer Needs it Fills Basically Cadbury chocolates are tasty, satisfactorily and sometimes healthy. One...
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...Amul Brand Basket Brand Amul owned and managed by Gujarat Cooperative Milk Marketing Federation (GCCMF) has 123 brands listed under its name. Liquid milk however contributes to 40% of the Amul’s revenues. Amul Products Market Share The brand positions itself as a brand of both masses and classes, unlike competitors like Nestle. Gujarat Co-operative Milk Marketing Federation (GCMMF), owners of Amul brand of milk and dairy products, posted sales of Rs 11,670 crore for the year ended March 2012, almost 55% more than Nestle India’s Rs 7,541-crore sales. Amul owns 85 percent share in butter market and 75 percent in cheese share market. It may be mentioned here that Amul is the market leader in Rs 600 crore cheese market in India with 65-66% share. It also has 88% market share in butter, 63% share in infant milk and 45% market share in dairy whitener. Amul also enjoys a 26% share in the 25,000-crore packaged milk market. With expected growth rate of 20 percent, 12% growth rate can be attributed to price rise and another 8 percent to rise in demand for dairy products. Amul Production Facilities One of the best known examples of policy success in India has been the “successful implementation of white revolution” and equally celebrated is the role of the brand in making this event a big success. From two diary cooperatives and 250 litres of milk per day to a network of 31 lakh dairy farmers, who are members of more than 15,000 village co-operatives. (Source:http://www.firstpost...
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...BSB 126 MARKETING PLAN {MAY 2015} 1. SITUATION ANALYSIS 1.1. Strengths Lewis Road Creamery operates as an artisan dairy producer with strong reputation for producing quality products Recognised as an award winning manufacturer of premium dairy products Organically produced milk Successfully co-branded with Whittaker’s chocolate 1.2. Weaknesses Import taxes, fees and charges will apply to trans-Tasman freight (Australian Government, 2015) meaning an increase to an already premium priced product Production is limited to 1000 litres per week, creating a supply and demand issue (Quartz, 2014) 1.3. Opportunities Import issue could create an opportunity to establish a factory in Tasmania with a similar climate to New Zealand and with approximately 430 dairy farms able to provide the Jersey Cow milk needed to produce the chocolate milk (Dairy Australia, 2012) Opportunity to introduce a Whittaker’s white chocolate flavour The oligopolistic Australian flavoured milk market is dominated by iced coffee products so the opportunity exists for something a bit different available in supermarkets 1.4. Threats Flavoured milk products in Australia are primarily produced by commercial dairies such as Parmalat (Oak, Breaka & Rush), their pricing is competitive and their products are saturated in most retail outlets across the nation. LEWIS ROAD CREAMERY FRESH CHOCOLATE MILK Page 1 of 7 BSB 126 MARKETING...
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...means quality. It means value for money. It means availability. And it means service.” Varghese Kurien, Chairman GCMMF1 Introduction C op y Gujarat Cooperative Milk Marketing Federation (GCMMF), the largest food company in India, recorded a turnover of Rs 2882 crore ($ 0.65 bn) in 2003-04. Its flagship brand ‘Amul’ was the market leader in butter, whole milk, cheese, ice cream and dairy whitener. GCMMF was the largest cooperative movement in India with 2.2 million milk producers of Gujarat organized in 10,552 cooperative societies. GCMMF collected 5 million litres of milk per day from its shareholders who owned 3.2 million buffaloes, one million cows and 0.3 million crossbred cows. The Federation’s extensive marketing network comprised 3000 distributors and 500,000 retailers spread across the country. ot Background Note D o N Amul’s genesis was linked to the freedom movement in India. Sardar Vallabhbhai Patel, an eminent Indian freedom fighter encouraged the dairy farmers from the Kaira district in Gujarat to form a cooperative to counter the ‘exploitatively’ low prices offered for their milk by the monopoly milk supplier of the area, Polson’s Dairy. The dairy farmers met in Samarkha (Kaira district, Gujarat) on the 4th of January 1946, and decided to set up a milk producers’ cooperative that would deal directly with the Bombay...
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...Story of Mother Dairy Research Paper prepared by: • Rajeev Ranjan Post Graduate Diploma in Management, Jaipuria institute of Management, Noida Mobile: 09350864084 Email: rajeevranjan99@gmail.com • Rahul Bangabash Post Graduate diploma in Management, Jaipuria Institute of Management, Noida Mobile: 09953550067 Email: rahulbangabash@yahoo.co.in Emerging Trends in Business Strategy 2 A Success Story of Mother Dairy ABSTRACT Emerging Trends in Business Strategy A Success Story of Mother Dairy By Rajeev Ranjan Rahul Bangabash From chronic shortages of milk, India has emerged today as the largest producer of milk in the world nearing 100 million tonnes. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. The effective milk market is largely confined to urban areas, inhabited by over 25 per cent of the country's population. An estimated 50 per cent of the total milk produced is consumed here. By the end of 2007, the urban population is expected to increase by more than 100 million to touch 864 million in 2007 a growth of about 40 per cent. The expected rise in urban population would be a boon to Indian dairying.Presently, the organized sector both cooperative and private and the traditional sector cater to this market. In this booming period Mother Dairy is looking to take advantage of the opportunities which are in galore available for all milk manufacturers....
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...Branding a Commodity: A Case Study Analysis of got milk? Samantha White-Hauser I. Introduction One will hardly ever find someone who has not seen the popular advertisements of famous actors, athletes, or musicians sporting a mustache adorned with got milk?. This campaign was an extremely recognizable, but marketers could have done more to make got milk? even more profitable. Got milk? was notable to marketing because of the complexities that come with branding a whole commodity instead of a branded product. Although the marketers were successful in increasing the sales, they were not successful in some aspects— consumers lacked mind share, the milk deprivation approach creates negative associations with consumers, the humor was not relatable to all audiences, and too many organizations were involved in the creation of the marketing plan. If the marketers consolidated the number of parties involved in the creation of got milk?, stopped using the milk deprivation approach in their advertisements they would have created more meaningful and profitable advertisements. II. Background The got milk? marketing plan that was implemented in the 1990s was unique for a couple of reasons that focused on the lack of a brand product. Branding a commodity is different because there are too many decision makers, their budget is small, the process to create that budget is long, market share is more difficult to measure across multiple brands, and commodities are influenced by that...
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...The Birth of Amul * It all began when milk became a symbol of protest * Founded in 1946 to stop the exploitation by middlemen * Inspired by the freedom movement The seeds of this unusual saga were sown more than 65 years back in Anand, a small town in the state of Gujarat in western India. The exploitative trade practices followed by the local trade cartel triggered off the cooperative movement. Angered by unfair and manipulative practices followed by the trade, the farmers of the district approached the great Indian patriot Sardar Vallabhbhai Patel for a solution. He advised them to get rid of middlemen and form their own co-operative, which would have procurement, processing and marketing under their control. In 1946, the farmers of this area went on a milk strike refusing to be cowed down by the cartel. Under the inspiration of Sardar Patel, and the guidance of leaders like Morarji Desai and Tribhuvandas Patel, they formed their own cooperative in 1946. This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began with just two village dairy co-operative societies and 247 litres of milk and is today better known as Amul Dairy. Amul grew from strength to strength thanks to the inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed professionalism of Dr Verghese Kurien,who was entrusted the task of running the dairy from1950. The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach...
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...A Term Paper on Tetra Pak Submitted to: Kashfia Ahmed Senior Lecturer, Dept. of Business Administration, East West University Submitted By: 1. Chowdhury Ishita Israt (2009-1-10-198) 2. Md. Faisal Hasan (2009-1-10-289) TETRA PAK COMPANY PROFILE Name: Tetra Pak Type: Private Industry: Food packaging Founded: Lund, Sweden (1951) Company's Countries: Tetra Pak announced particularly strong growth in China, Southeast Asia, Eastern Europe and Central and South America. Company's activity fields: food packaging and processing Vision: We commit to make food safe and available, everywhere Mission: We work for and with our customers to provide preferred processing and packaging solutions for food. We apply our commitment to innovation, our understanding of consumer needs and our relationships with suppliers to deliver these solutions, wherever and whenever food is consumed. We believe in responsible industry leadership, creating profitable growth in harmony with environmental sustainability and good corporate citizenship Motto: PROTECTS WHAT’S GOOD Business & Market: Tetra Pak operates globally through 40 market companies, which are subsidiaries to Tetra Pak International SA, doing business in over 170 countries Because of the low relative cost of its end products, the developing world has been an important market for Tetra Pak from the start. Tetra Pak has particularly strong growth in China, Southeast Asia, Eastern Europe and Central and South...
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