Strategies for rural

marketing
Presented by- Group v & group vi
SBUs of AMUL
 BCG matrix for SBUs of AMUL
STAR ??????
Amul butter Amul chocolate
Amul tazzaUTH Amul masti dahi
Amulya dairy whitner Amul lassi
Mithaimate

CASH COW DOG

Mozarella cheese Infant milk range
Amul pizza base Amul shakti
Amul tazza fresh milk Nutramul
 Amul
Sales Turnover US $ (million)
• Amul is the largest food brand in 1994-95 355
India with an annual turnover of US 1995-96 400
$1068 million (2007-08) 1996-97 450
•Currently Amul has 3.11 million 1997-98 455
producer members with milk 1998-99 493
collection average of 6.04 million 1999-00 493
litres/day. 2000-01 500
•Amul is the largest producer of milk 2001-02 500
and milk products in the world. 2002-03 575
2003-04 616
2004-05 672
2005-06 850
2007-08 1068
 Amul Strategy

Supply Chain
Collection Chain

Weighing the milk Storing the milk

Determination of fat content Processing the milk

Calculation of the purchase price Distributing the milk

AMUL SUPPLY CHAIN
Farmers

Village Village Local Milk Sold to

Cooperative Cooperative Restaurants/Other Village &
Societies Societies (with Milk related Local Residents
(without Chilling Chilling Units) businesses
Units)

Network Milk Processing Chilling Plants

Services Union &
* Veterinary Warehouses
Services
* Animal Warehouses
Husbandry
* Animal
Feed Factory
* Milk Can Wholesalers/C&S
Producers
* Agriculture Retailers Home Delivery
University Contractors
* Rural Mgmt
Institute
* Trucking CONSUMERS CONSUMERS
Facilities
 AMUL INFRASTRUCTURE IN RURAL INDIA
Members:
Number of Producer Members:
Number of Village Societies:
Total Milk Handling Capacity:
Total Milk Collection:
Daily Average Milk Collection
Milk Drying Capacity:
Cattle feed Manufacturing Capacity
Sales Turnover:
2 district milk producing units
2.5 million
11,962
9.91 million litres per day
. 2.28 billion litres
6.3 million litres
511 metric tons per day
2340 metric tons per day
US $868 million
Amul Marketing in Rural Sector in India

 Advertisements on Aakashwani

Road Shows
Advertisements on Aakashwani

Hoardings Posters
 AMUL INICIATIVE IN DEVELOPING RURAL RETAILING

 Insurance against natural calamities

 Establish telecenters and enhance

technology in villages

 To charge for each service provided to the

supplier

 To purchase all milk that member farmers

produced

 To sell liquid milk at affordable prices so as

to serve a large number of consumers

 To develop and deliver services that will

improve lives of people in the network

 To hire professional managers, to run the

federation and unions, whose values
included upliftment of rural poor.
 CONCEPT Behind Rural Retailing

The Management Paradigm: “Anand Pattern”

•Inspiring Leadership and

Consuming Values
• Building Networks
• Coordination for
Competitiveness
• Technology for
Effectiveness
Amul infrastructure in rural india
• No. of producer member- 3.11 million
• No. of villege society – 11962
• Total milk handeling capacity – 9.91
million litre per day
 E-INITIATIVE
• Implementation of GIS( Geographical
information system)
• DASK( Dairy information & service kiosk)
data analysis for improving
productivity from cattle
Farmers with facility to place order for goods
and service offered by different agency in
the dairy sector & collaborates with the
firm.
Service offered at this centre are-
• Information service related to dairing.
• Access to multi media database on
innovations captured by SRISHTI from all
the village over Gujrat.
• Communication facility as like-email, fax,
net
• Banking center for payment for the farmers
by using the milk cards.
 Amul ‘s IT Roadmap
• Uses automated milk collection system
units for collection of milk.
• Use data analysis software for forecasting
milk production.
• All zonal, regional, and member diaries
connected through internet.
•
Market development stretgies:
 Diversification stretgies
• Identified the working class women as a
new segment & introduced easy to cook
stuffed paratha, matar paneer & paneer
pakora.
• Price will be 12 Rs. For 200ml ,less then
competitor as 60 Rs for same.