1

AMUL (INDUSTRY ANALYSIS)

MUTHU VAIRAVAN S
NIRMAL LAKSHMAN L M
TAMIL MANI S
VENKATESH V K
 2
Contents

Industry facts
GCMMF- overview
Company profile - vision statement
Amul product portfolio
Amul market share product category
Competitive analysis
Customer based market segmentation
SWOT
BCG matrix
Reasons for success
 3
GCMMF - An Overview

Year of Establishment : 1973

Members : 17 District Cooperative Milk Producers' Unions
No. of Producer Members : 3.23 Million
No. of Village Societies : 17,025
Total Milk handling capacity per day : 23.2 Million litres per day
Milk Collection (Total - 2013-14) : 6.2 billion litres
Milk collection (Daily Average 2013-14) : 16.9 million litres
Sales Turnover -(2013-14) : Rs. 22972 Crores (US $ 3.5 Billion)
 4
Industry Facts

India is the worlds largest producer of dairy products by

volume, accounting for more than 13% of worlds total
milk production
As the country consumes almost all of its own milk
production, India was neither an active importer nor an
exporter of dairy products prior to year 2000.
From 2001, India has become a net exporter of dairy
products and after 2003 Indias dairy import has dipped
while exports have increased at a fast rate
 5
COMPANY PROFILE

Type : Cooperative
Industry : Dairy
Founder : Verghese Kurien
Key People : Chairman, Jethabhai P.Patel
Headquarters : Anand, Gujarat India
 6
VISION STATEMENT

Amuls vision is to provide more and more

satisfaction to the farmers, their customers,
employees and distributors
 7
Amul product portfolio
 8
Amul Market share product category
Competitive Analysis
CUSTOMER BASED MARKET SEGMENTATION

Amul Kool Chocolate Milk

Nutramul Energy Drink
Kids Amul Kool Millk Shaake

Women Amul Calci +

Utterly Delicious Pizza

Youth Amul Emmental Cheese
Amul Cheese Spreadsv

Amul Lite
Calorie Conscious Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk

Nutramul
Health Conscious Amul Shakti Health Food Drink

SWOT ANALYSIS
Strengths
Largest food brand in India
High Quality, Low Price
World's Largest Pouched
Milk Brand
Annual turnover of (US $ 3.5
Billion)
Highly Diverse Product Mix
Robust Distribution Network
Weakness
Risks of highly complex
supply chain system
Strong dependency on
weak infrastructure
Alliance with third parties
who do not belong to the
organized sector
11
Threats
Opportunities Competitors -
Penetrate international Hindustan Lever, Nestle
markets
and Britannia
Diversify product
Still competition from
portfolio to enter new MNCs in butter
product categories and Growing price of milk
expand existing categories and milk products
like processed foods, Ban on export of milk
chocolates etc powder
 12
BCG matrix
 13
REASONS FOR SUCCESS

Robust Supply chain

Low cost strategy
Strong Distribution network
Technology and e-initiative
 14
GROWTH RATE

GROWTH RATE

2015-2016

2014-2015
TURN OVER(IN CRORES)

2013-2014

2012-2013

0 5000 10000 15000 20000 25000

 15
RECENT PRINT AD
 16
CONT..,
 17
CONT.,
 18

THANK YOU