A MUL –T HE T ASTE OF INDIA

Submited by – Anshu Garg

Apurva Narang
Ayush Garg
ABBREVIATION/FULL FORM
 AMUL
 A –ANAND
 M –MILK
 U –UNION
 L –LIMITED
Hence,
(ANAND MILK UNION LIMITED)
 P OINTS TO BE COVERED IN THIS
TOPIC
 Introduction to company
 Vision & mission
 Products
 Production process
 Plant layout
 Plant location
 Raw material supplier
 Inventory control
 Supply chain management
 Sales and distribution channel
 A MUL….
FOUNDER: DR.VERGHESE KURIEN
 Type – co-operative
Founded in – 1946
Headquarters – Anand, Gujarat ,India
Industry – dairy
Key people - Gujarat Co o pe rat i v e Milk Marketing
F e d e r a t i o n Ltd. (GCMMF)
Products - milk and related product
Revenue - $ 4 . 1 billion
Employee – 3.6 million milk producer
Slogan – The Taste Of India..
 COMPANY

PROFILE…
Amul Ice Cream was launched on 10th March,
1996 in Gujarat.

 In 1997, Amul ice creams entered Mumbai

followed by Chennai in 1998 and Kolkata and
Delhi in 2002. Nationally it was rolled out
across the country in 1999.

 In January 2007, Amul introduced SUGAR

FREE & ProLife Probiotic Wellness Ice
Cream, which was a first in India.
 VISION AND MISSION
OF AMUL
Vision…….. Amul s vision is to provide
more and more satisfaction to the farmers, employees
and distributers

Mission…… We at GCMMF (Gujarat

Co-operative milk Marketing Federation) endeavor to
satisfy the tasteand nutritional requirements of the
customers of the world, through excellence in marketing
byour committed team. Through co-operative
networking, we are committed to offering quality
products that provide best value for money.”
PRODUCTS
PRODUCTION
PROCESS
OF
ICECREAM
 MARKET SHARE
 AMUL Ice cream is among the Asia’a top
10 Icecream brands.

 In a short span of 6 years, Amul Ice Cream

has become No.1 Ice Cream brand i n t h e
country. Amul ice cream is now the only
national brand and other Ice Cream brands are
regional.

 Our position in the market: Amul No.1

brand in India: Amul h a s a c h i e v e d a
ma rk e t s h a re of 38% (4.5 times larger than
nearest competitor).
 COMPETITORS
Kwality Wall’s Va d ila l

Mother D a ir y C re a m Bell
T HE 4 P’ S OF M ARKETING
MIX… PRODUCT FOR EVERY ONE
 Amul never forgot its
“primary customer”
- Amul collects 447,000 ltrs of milk
from 2.12 million farmers (many
illiterate)

 Product for youth

- Amul launched Chocolate milk under
brand
name of ‘Amul Kool Koko’ targeting the
youth

 Product for diabetic people

- India’s First Pro-Biotic Wellness Ice
cream &
Sugar Free Delights For Diabetics

www.pptmart.com
MIX… PRODUCT FOR EVERY ONE
Product for the health
conscious
- Amul Launched “low fat, low
cholesterol
bread spreads”

Product for the pr i ce

sensitive India
- Low Priced Amul Ice Creams and
affordable ‘sagar’ whitener

Product for the urban class

- Amul launched emmental,
gouda and pizza mozzarella cheese
 P RICE…
 Penetration pricing
 value pricing
 Vanilla 100gm ice cream –Rs.20
 Competitor: Mother Diary, vadilal , cream
bell.
 Low-cost price strategy core philosophy of
providing ice cream at a basic, affordable price
to appeal the common masses
 PLACE: A GLOBAL DISTRIBUTOR…
 GCMMF is India's largest exporter of
DairyProducts
 APEDA Award

 Excellence in Dairy Product Exports for the

last 9 years
 P ROMOTION
…
 ADVERTISING
 fresh and innovative".
 The clean, emotion-based ads.
 Amul ads -creative, apt for the current situation.
 The Amul ads are one of the longest running ads
basedon same theme
 vying for the Guinness records
 1% of its turnover on promotions.
 OBJ ECTIVES
 To capture the large share of the market.
 To provide max. customer satisfaction.
 Continue product modification and improvement
effort to increase customer beefit and reduce cost.
 To meet the highest international standards
of quality.
 To expand production capacity.
PLANT LOCATION
AND
PLANT LAYOUT
Factors that amul management keeps in mind during facility location
layout

The location of an industry is determined by taking into consideration the following factor:

• Primary Factors:
– Supply of raw materials
– Nearness to the market
– Transport Facilities
– Supply of Labour
– Availability of power
– Supply of Capital

• Secondary factors:

(1)Proximity to customers:AMUL Management during facility location analysis keeps in mind the
proximity of ta r get custo mer sand ta r get mar ket, so th at th e ta r get custo mer can be a
ppr oached easily to outlets.

(2)Policies of management: AMULmanagerialpolicies relate to future volume of production and

expansion, size of the plant, integration of production processes;facilities to employees,sales and
marketing policies and purchasing policies etc.

(3)Plant location: Location of a plant greatly influences the layout of the plant. Topography, shape,
climate conditions, and size of the site selected will influence the general arrangementof the layout
and the flow of work in and out of the building.
PRODUCTION
PROCESS OF
ICECRAM
PLANT LAYOUT
RAW MATERIAL
AND
SUPPLIERS
15
 SUPPLY
CHAIN
MANAGEMENT
INVENTORY CONTROL
TECHNIQUE
 SALES AND
DISTRIBUTION
CHANNEL
 DISTRIBUTION

 GCMMF coordinated with various unions to get

a
regular supply of milk and dairy products.

 The processed milk and dairy products were procured

from district dairy unions and distributed through
third party distributors.

 To ensure quality and timely deliveries, GCMMF and

the district unions had several mechanisms in place.

 The unions monitored the supplies of milk and th33e

distribution of finished products.
 DIRECT RETAILING
 Amul has recently entered into direct
retailing through "Amul Utterly Delicious"
parlors created in major cities.

 Amul has plans to create a large chain of

such outlets to be managed by
franchisees throughout the country.

 More than 2000 parlor with a turnover of

Rs. 29220 crores.

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