...AMUL “THE BRAND OF INDIA” A Marketing Study Report An insight into the integrated marketing strategy behind the iconic Indian brand with the longest running ad-campaign. ACKNOWLEDGEMENT We would like to express the deepest appreciation to our Project guide and mentor Dr. S K Jain, Delhi School of Economics, who has the attitude and substance of a genius: he convincingly conveyed a spirit of adventure in regard to project, and an excitement in regard to teaching. Without his guidance and persistent help this project would not have been possible. We express our warm thanks to all the group members who worked as a team and helped each other through the project for consistent enthusiasm and encouragement. We are indeed grateful to entire Department of Commerce for providing the best of help to complete the project by constant 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...
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...ACKNOWLEDGMENT A lot of guidance and support was needed to complete this report. It was a Work in which, I have seen the external world with same eyes but in different perception. I would like to express my deep sense of gratitude to Mr. Vishal Goel for giving me the opportunity as they proved to be a constant source of inspiration providing unstained support at all stages of the project work. Acknowledgement must be given to honorable Director Mr. Sanjeev Gupta (IMR Ghaziabad) who provided me a proper guidance to do the Research project and attain the standard. Lastly, I would like to thank my parents for being the guiding force through all the phases of my life. Doing my project on this topic was a wonder opportunity for me, for it instilled in me a great deal of confidence and ability to work hard and thereby face challenges. Vikas Kr Gupta P.G.D.M 3rd sem I M R Ghaziabad 3 ...
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...1. INTRODUCTION 1.1 DISTRIBUTION Distribution is the process of making a product or service available for use or consumption by a consumer or business user, using direct means, or using indirect means with intermediaries. 1.2 DISTRIBUTION CHANNEL It is the chain of businesses or intermediaries through which a good or service passes until it reaches the end consumer. A distribution channel can include wholesalers, retailers, distributors and even the internet. Channels are broken into direct and indirect forms, with a "direct" channel allowing the consumer to buy the good from the manufacturer and an "indirect" channel allowing the consumer to buy the good from a wholesaler. Direct channels are considered "shorter" than "indirect" ones. Goods and services often pass to consumers through multiple channels. While increasing the number of ways in which a consumer can find a good has the potential to increase sales, it also creates a complex system that can make distribution management difficult. In addition, the longer the distribution channel the less profit a product manufacturer might get from the sale. Distribution channels are probably the most visible aspect of any company’s marketing efforts. A recent estimate puts the number of retail out lets in India at 5 million. The retail industry provides livelihood to more than 15 million people in the country. If one included in this the number of distributors, wholesalers, agents including the army of life insurance agents,...
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... AMUL [pic] Company Info Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word Amulya, meaning invaluable. The co-operative is also sometimes referred to by the unofficial backronym: Anand Milk Union Limited. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has also ventured into markets overseas. Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is credited with the success of Amul. The GCMMF is the largest food products marketing organization of India. It is the apex organization of the Dairy Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. These cooperatives collect on an average 9.4 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless laborers and include a sizeable population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL) during 2010–11...
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...on the business model and marketing mix of Amul which have led to its business success. Amul’s business model was nothing like that 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...
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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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...White Revolution of India - ‘Operation flood’ a program started by National Dairy Development Board (NDDB) in 1970 made India the largest producer of the milk in the world. This program with its whopping success was called as ‘The White Revolution’. The main architect of this successful project was Dr. Verghese Kurien, also called the father of White Revolution. In 1949 Mr. Kurien joined Kaira District Co-operative Milk Producers’ Union (KDCMPUL), now famous as Amul voluntarily leaving a government job of dairy engineer. Kurien has since then built this organization into one of the largest and most successful institutions in India. The Amul pattern of cooperatives had been so successful, in 1965, then Prime Minister of India, Shri Lal Bahadur Shastri, created the National Dairy Development Board (NDDB) to replicate the program on a nationwide basis citing Kurien’s “extraordinary and dynamic leadership” upon naming him chairman. Operation Flood: The Operation Flood was completed in three phases: Phase I (1970-79):- During this phase 18 of the country’s main milk sheds were connected to the consumers of the four metros viz. Mumbai, Delhi, Chennai and Kolkata. The total cost of this phase was Rs.116crores. The main objectives were, commanding share of milk market and speed up development of dairy animals respectively hinter lands of rural areas. Phase II (1981–1985):- The management increased the milk sheds from 18 to 136; 290 urban markets expanded the outlets...
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...business model and marketing mix of Amul which 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...
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...Branding strategies of amul 15990 views A project report on distribution ch... 9203 views Amul report 7231 views Amul ppt Presentation - largest foo... 46869 views amul brand strategy 14279 views report Amul 9215 views SUMMER INTERNSHIP PROJECT ON AMUL 13149 views Amul final pdf 4610 views Amul: the brand building challenge 18094 views Amul Mithaimate Analysis Report 546 views Amul2 8828 views Amul Facts 1923 views Related M ore Branding strategies of amul 15990 views Follow Like A project report on distribution channel and demand of amul beverages in hubli 9203 views Like Amul report 7231 views Like Amul ppt Presentation - largest food brand in India & Asia 46869 views Like amul brand strategy 14279 views Like report Amul 9215 views Like S UMMER INTERNS HIP PROJECT ON AMUL 13149 views Like Amul final pdf 4610 views Like Amul: the brand building challenge 18094 views Like Amul Mithaimate Analysis Report 546 views Like Amul2 8828 views Like Amul Facts 1923 views Like Amul 810 views Like 61908377 amul-ppt 7022 views Like Amul mithaimate 766 views Like Amul 3793 views Like S mp 07-the-brand-buildingchallenge-amul-v1-0-120512122115phpapp02 915 views Like 49905429 brand-audit-amul 15555 views Like Amul final 1246 views Like (AMUL) 2338 views Like Amul sudarshan 228 views Like Amul 1918 views Like amul 2742 views Like Amul ppt...
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...2013 IMT Ghaziabad (DCP Batch – 2013-15) A Marketing Audit Report on - AMUL A Marketing Audit Report on - AMUL Executive Summary In this particular research, we have put an effort to understand the product and the marketing policy and activities of Amul and buying behaviour of the consumers with respect to Amul products. We discuss its mission, objectives and analyse the marketing strategies of the organization. Marketing policy includes interest-creating activities such as advertising, personal selling, publicity and direct marketing. Amul’s marketing activities include mainly hoardings and television advertisements and also a little on the internet. Moreover we also do a SWOT analysis and discuss our findings. A market research is also included which discusses how people perceive Amul as a brand and what has made Amul such a successful brand. Finally we conclude and recommend some suggestions which can help Amul continue in such a fruitful manner and enjoy success in the long run. Table of Contents INTRODUCTION TO THE ORGANISATION 3 Situational Analysis 4 Market Summary 4 SWOT Analysis 5 Competitors: 5 Product offering: 6 Keys to success: 7 Marketing Strategy 8 The Amul Model 8 Mission 9 Marketing Objectives 9 Financial Objectives 9 Market Segmentation 10 Market Targeting 10 Market Positioning 10 Strategy Summary 11 Marketing Mix 12 Product 12 Amul Pricing...
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...6( For C,D & F Div’s only) Amul – Transcending Barriers Amul is the name derived from the Sanskriti word “Amulya,” which means invaluable. Formed in 1946, it is a brand name managed by an Indian co-operative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which in 2012 is jointly owned by 3.03 million milk producers in Gujarat, India. Amul is based in Anand, Gujarat and has been a successful example of co-operative organization. Amul spurred the white Revolution in India, which in turn made India the largest producer of milk, and milk products in the world. It is also the world’s largest vegetarian cheese brand. Amul is the largest food brand in India and world’s largest pouched milk with an annual turnover of US $2.2 billion (2010-11). GCMMF is the largest food products marketing organization of India. Over the last five and a half decades, dairy co-operatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. These co-operatives collect on an average 9.4 million liters of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless laborers and include a sizeable population of tribal folk and people belonging to the scheduled castes. Currently, the Unions making up GCMMF have 3.1 million producer members with milk collection average of 9.10 million liters per day. Besides India, Amul has entered overseas markets such...
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...A Project Report on AMUL’S SUPPLY CHAIN MANAGEMENT Submitted By : SRIRAM MUKUND DINESH M INDEX 1) INTRODUCTION TO AMUL . . . . . . . . . . . . . . . . . . . . . . 3 2) STRATEGIES OF AMUL . . . . . . . . . . . . . . . . . . . . . . . . . 5 3) AMUL’S SUPPLY CHAIN MANAGEMENT . . . . . . . . . . 6 4) GCMMF’S SUPPLY CHAIN . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 5) E- SUPPLY CHAIN MANAGEMENT OF AMUL . . . . . . . . . . .13 6) AMUL CYBER STORE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 7) BENEFITS OF E-SCM . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19 8) FUTURE PLANS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20 9) BIBLIGRAPHY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 [pic] Introduction ➢ The Kaira District Co-operative Milk Producers Union Limited, popularly known as Amul Dairy is a US $ 500 million turnover institution. It is a institution built up with a network of over 10000 Village Co-operative Societies and 500,000 plus members. ➢ Formed in the year 1946 Amul is the leading food brand in India. ➢ Amul initiated the dairy co-operative movement in India and formed an apex co-operative organization called Gujarat co-operative Milk Marketing Federation (GCMMF) and today 70,000 villages and 200 districts...
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...GCMMF Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food product marketing organization with annual turnover (2013-14) US$ 3.0 billion. Its daily milk procurement is approx. 13.18 million lit per day from 17,025 village milk cooperative societies, 17 member unions covering 31 districts, and 3.23 million milk producer members. It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL', which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Its success has not only been emulated in India but serves as a model for rest of the World. It is exclusive marketing organization of 'Amul' and 'Sagar' branded products. It operates through 53 Sales Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such networks in India. Its product range comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc. GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. Many of our products are available in USA, Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. For the year 2009-10, GCMMF has been awarded "Golden Trophy"...
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...CONTENTS Sl. NO | Topic | Page Number | 1 | Introduction to Amul | 3 | 2 | Customer – Survey | 4 | 3 | Customer – Special case | 5 | 4 | Collaborative, Competition – Wholesaler, Dealer perspectives | 7 | 5 | Collaborative, Competition – Company salesperson perspectives | 8 | 6 | Collaborative – Company’s operations and advertisements | 11 | 7 | Our learnings | 15 | 8 | Online references | 16 | INTRODUCTION About Amul: Amul was formally formed on December 14, 1946. The brand name was derived from the Sanskrit word ‘Amoolya’, which means priceless. But some cite the name as an acronym Anand Milk Union Limited. Amul products have been used in millions of home since then. Today Amul is a symbol of high quality delivered at a reasonable price, of the creation of a vast co-operative network, of a triumph of the white revolution. And it serves as an established model for dairy development. In the early 1940s, the main sources of earning of the farmers of the Kaira district were selling of milk and farming. During that time, there was a high demand of milk in Bombay. It was mainly supplied by Polsen dairy limited which had a monopoly and was privately held. Those traders used to decide on the prices of milk and the farmers had no say in that. But the exploitation became intolerable and the farmers collectively requested Sardar Vallabhai Patel. He told them to establish a co-operative union, as an alternative to supplying milk to private traders. Morarji Desai...
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...Amul to invest Rs 2,500 cr to raise milk processing capacity The cooperative is looking to raise the capacity by 2020, which will require an investment of about Rs 2,500 crore, Sodhi added. By: PTI | New Delhi | Published:May 4, 2016 2:11 pm Dairy major GCMMF, which sells products under the Amul brand, is planning to invest about Rs 2,500 crore to raise its milk processing capacity to more than 38 million litres per day in the next four years. “There has been rise in milk demand across the country and therefore, we are planning to raise our milk processing capacity by another 10 million litres per day from current capacity of 28.1 million litres per day (mltpd),” Gujarat Co-operative Milk Marketing Federation (GCMMF) Managing Director R S Sodhi told PTI. The cooperative is looking to raise the capacity by 2020, which will require an investment of about Rs 2,500 crore, Sodhi added. “As of now, we are looking to establish one plant each for milk processing in Kolkata and Mumbai and two more plants in Gujarat. Besides this, we have plans to raise the capacity in few existing plants, ” he said. The cooperative has about 60 various processing plants, of which 40 are in Gujarat only. About 50 per cent of Amul’s turnover comes from milk sale only, commodity business contributes 5-7 per cent and the rest comes from value-added products segment. Besides milk, the cooperative is focusing on value-added products like cheese and has raised cheese producing capacity three times to 120 tonnes...
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