AMUL DAIRY CO OPERATIVE

History

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. Over five decades ago, the life of an average farmer in Kheda District was equal anywhere else in India. The income was derived almost entirely from seasonal crops. Gradually, the awareness dawned on the farmers with motivation from then nationalist leaders Sardar Vallabhbhai Patel , Monarji Desai and local farmer, freedom fighter Tribhovandas Patel, that the exploitation by the trader could be checked only if they marketed their milk themselves. India ranked amongst milk producing countries in the world in 1946.

Amul (Anand Milk Union Limited), was formally registered on December 14, 1946. It is one of the best examples of co-operative achievement in the developing economy. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. The Amul revolution was started as awareness among the farmers. Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Amul has spurred the "White Revolution of India", which has made India one of the largest milk producers in the world.

Comparing Prices Of AMUL and CADBURY:

Product AMUL (Rs.) CADBURY (Rs.)
100

Dry fruit Choco 80 Crunch (pack of 20pcs)

ADVERTISING

SALES

PROMOTION
PUBLIC

RELATIONS

Distribution Chart
Product

Agents

Wholesaler

Retailer

Amuls Products Profile

Amul products:
Milk Powder Milk, Butter, Ghee, Cheese, Curd, Chocolate, Ice-Cream, Cream, Shrikhand, Paneer, Gulab Jamuns, And Many Others.

PRODUCTS RANGE

Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese Ghee Sweets Ice-Cream var) Edible oil Health Drinks Mineral Water Fruit Drink

(3 var) (10 var) (5 var) (7 var) (5 var) (2 var) (3 var) (several

(9 var)

Sub-Brand Name:
Liquid Milk: Amul,SAGAR Milk Powder: Amulspray, SAGAR Coca Products: Amul,Nutramul Edible Oils: Dhara,Lokdhara Mineral Water: Jal Dhara Fruit Drinks: Safal

Competitors

Chocolates: Curd: Flavoured milk: Butter: Ice-Cream: Cheese: Baby Food: UHT:

Cadbury and Nestle Nestle and Mother Dairy Britannia and Nestle Britannia and Nestle HLL and Mother Dairy Britannia Nestle and Heinz Nestle and Britannia

Comparison with Competitors

Amul Milk

Largest pouched milk brand in the world. Most hygienic liquid fresh milk available in the market. Processed with a technology called UHT (ULTRA HIGH TEMPERATURE),UHT milk(180 days) or pasteurized. Recently launched amul CALCI+ Contains high amount of calcium. Main rival is mother Dairy in india.

Amul Cheese

Amul is worlds biggest vegetarian cheese brand. Amul cheedar the top selling brand in india 50% share of the market. Cheese spreads 90% share of the market. Amul is exporting cheese to the middle East, USA,Singapore,Honkong,Bhutan,nepal and Srilanka.

Amul Chocolates

Market share: roughly 10% compared with 70% of leader cadbury. Amul is reworking its strategies in chocolates to push up the sales.

Amul Ice-Cream

Top position: market share of amul ice-cream- 38% share against the 9% market share of hll. Only national brand. Currently it offers selection of 220 products. 2007 introduced probiotic ice-cream first in india. Amul pro-biotic ice-cream gets no.1 award(2007) at worlds Dairy Summit

ROLE OF AMUL CO-OPERATIVE IN RURAL ECONOMY

Past Condition:
Life of farmers in the Kaira district of Gujarat was as miserable. Erratic climatic conditions, lack of proper infrastructure and the continuous exploitation of strong middlemen Sell their products at throwaway price.

Formation Of Amul:
Started with a cooperative movement in Anand in the 1940s Pattern of cooperative farming which is collectively owned, operated and controlled by the farmers.

Benefits To Rural People

Income generation

Agricultural diversification

Female empowerment

Assured employment

White revolution Technical Inputs, Management support and Advisory services Milk by-product Cattle: From stumbling blocks to building blocks Bring prosperity and economic development to rural India

in population Increase in household consumption Dairy important for rural women Agriculture dominant sector

Increase

Competitive advantage Innovation at every step Self motivating work environment

Recruitment and retention of HR

 Globalization

Changes

in demand Increase in competition Better Quality Stable price Latest technology Development of HR

Dairy Demonstration Project Suvarna Jayanti Gram Swarojgar Yojana Amul Parlours

Amul Pioneer in use of technology Purpose of agreement Duration of agreement Work to be done by IBM

Objective of mission 2020 Long term planning Beneficial for stakeholders Increase in turnover Increase in Milk production Increase in processing capacity

New product development

?
How to achieve mission 2020

Expanding markets

Consumer awareness

Creative Marketing

What is second life? Amuls strategy Benefits of 2nd life