presentation on amul india limited
TRANSCRIPT
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COMPANY PROFILE
AMUL is the brand of GCMMF [ Gujarat Co-
operative Milk Marketing Federation Ltd.]- a
dairy cooperative in the western India
Through its innovative practices, has led India tobecome the worlds largest milk producer.
Gujarat Cooperative Milk Marketing Federation
(GCMMF) is India's largest food products
marketing organisation. It is a state level apex
body of milk cooperatives in Gujarat 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
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ESTABLISHMENT OF AMUL:-
The birth of Amul at Anand provided the impetus to the cooperativedairy movement in the country.
The Kaira District Cooperative Milk Producers Union Limited wasregistered on December 14, 1946.
The first modern dairy of the Kaira Union was established at Anand(which popularly came to be known as AMUL dairy after its brandname).
In 1973, the Gujarat Co-operative Milk Marketing Federation wasestablished. The Kaira District Co-operative Milk Producers UnionLtd. which had established the brand name AMUL in 1955 decidedto hand over the brand name to GCMMF (AMUL).
This was possible due to the leadership of the founder Chairman ofAMUL, Tribhuvandas Patel and the vision of the father of the WhiteRevolution, Dr. Verghese Kurien who worked as a professionalmanager at AMUL
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ACHIEVEMENTS OF GCMMF
2.8 million milk producer member families
13,759 village societies
13 District Unions
10.16 million liters of milk procured per day
Rs. 150 million disbursed in cash daily GCMMF is the largest cooperative business of small producers
with an annual turnover of Rs. 53 billion
The Govt. of India has honoured Amul with the Best of allcategories Rajiv Gandhi National Quality Award in 2001
Largest milk handling capacity in Asia
Largest Cold Chain Network 48 Sales offices, 3000 Wholesale Distributors, 5 lakh retail
outlets
Export to 37 countries worth Rs. 150 crores
Winner of APEDA[Agricultural and Processed Food ProductsExport Development Authority (India) award for nine
consecutive years
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GCMMF (AMUL) has the largest distribution network forany FMCG company.
It has nearly 50 sales offices spread all over the country,more than 3,000 wholesale dealers and more than
5,00,000 retailers. AMUL is also the largest exporter of dairy products in the
country. The major markets are USA, West Indies, andcountries in Africa, the Gulf Region, and [SAARC]SAARCneighbours
, Singapore, The Philippines, Thailand,
Japan and China. AMUL is available today in over 40 countries of the world.
In September 2007, Amul emerged as the leading Indianbrand according to a survey by Synovate to find out Asia'stop 1000 Brands.
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AWARDS TO AMUL
AMUL PRO-BIOTIC ICE-CREAM GETS NO. 1 AWARD AT
WORLD DAIRY SUMMIT
Sh VK Singh, IAS, Managing Director, Punjab Cooperative Dairy Federation accepting2007 IDF Marketing Award from Sh Jim Begg, President, International DairyFederation for Amul Prolife Probiotic Ice Cream on 3rd Oct2007 at World DairySummit, Dublin, Ireland. Sh VK Singh had kindly accepted award on behalf ofGCMMF."
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GCMMF BAGS APEDA AWARD FOR 11TH YEAR IN A ROW
GCMMF has bagged award for excellent performance in exports of dairy products
for the year 2006-07 from Agricultural and Processed Food ExportsDevelopment Authority (APEDA), Minister of Commerce, New Delhi. GCMMF haswon the award for 11th time. The award was received by Mr. Raveen Choudhary,our AGM (Z-I), Delhi, from Hon'ble Minister of Commerce, Shri Kamalnath, in aglittering ceremony held at Siri Fort Auditorium on 3rd June, 2008
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RAMKRISHNA BAJAJ NATIONAL QUALITY AWARD-2003
The Gujarat Co-operative Milk Marketing Federation Ltd. has emerged as
the top scorer in the service category of the prestigious IMC Ramkrishna
Bajaj National Quality Award - 2003. The Certificate of Merit was
presented at a glittering ceremony held at Mumbai on March 11 by the
Governor of the Reserve Bank of India, Dr. Y. V. Reddy.
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Amul (ANAND MILK UNION LIMITED)
Type Cooperative
Industry Dairy
Founded 1946
Headquarters Anand, India
Key peopleChairman, Kaira District Cooperative Milk
Producers' Union Limited. (KDCMPUL)
Products See complete products listing.
RevenueINR (Indian Rupee) 67.11 billion,
$1.33billion USD (in 2008-09)
Employees
735 employees of Marketing Arm. However,
real pool consist of2.8 million milk
producers
Website www.amul.com
AMUL AT ANAND
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AMUL PLANT AT ANAND
Headquarter of AMUL INDIA LIMITED
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PRODUCTS OF AMUL INDIA LIMITED
Breadspreads
y Amul Butter
y Amul Lite Low Fat Breadspread
y Amul Cooking Butter
y Delicious Margarine
Pure Ghee
y Amul / Sagar Pure Ghee
Milk Powders
Condensed Milk
Amul Mithaimate / Mithai
Amul Shrikhand & Amrakhand Amul Basundi
Fresh Milk
Amul Icecrems
Chocolate & Confictionary
Milk Drinks
Health Drinks
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PRODUCTS OF AMUL
BREADSPREADS
Amul LITE And Amul Delicious
Low Cholertrol Items
Amul Butter
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MILK DRINKS
Amul Kool Millk Shaakes In
Mango and Strawberry Flavour
Millk Shaakes In Small
Packing
Amul Kool Drinks in Elachi and in
Different Flavour also
Amul Kool Caf Flavour
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DRINKS FOR KIDS
Nutramul Energy Milk Amul Kool Chocolate Flavour
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AMUL CHILL DRINKS
Amul Kool KOKO Flavour Amul Kool THANDAI
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AMUL POWER MILK
Amul Spray Infant Milk Food
Amul Instant Full Cream
Milk Powder
Sagar Skimmed Milk Powder
Amul Dairy Whitener
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AMUL FRESH MILK
Amul Fresh Milk
Amul Buttermilk
Amul Gold Milk
Amul Calci+ Milk
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AMUL CHEESE
Amul Pasteurised Processed Cheddar Cheese
Amul Cheese Spread
Amul Emmental Cheese
Amul Pizza Mozzarella cheese
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AMUL FOR COOKING
Amul Pure GheeAmul Cooking Butter
Amul Malai PaneerAmul Masti Dahi
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Desserts
Amul Ice Creams
Premium Ice Cream made in various varieties
and flavours with dry fruits and nuts.
Amul Shrikhand
A delicious treat, anytime.
Amul Mithaee Gulab Jamuns
Pure Khoya Gulab Jamums...best served piping
hot.
Amul Chocolates
The perfect gift for someone you love.
Amul Basundi Amul Yogi Yoghurt
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COMPETITION
The success of Amul resulted in similar organizations
being setup by state governments throughout India,
most of which had reasonable success. Examples are
Milma in Kerela, Vijaya in Andhra Pradesh, Aavin in
K.M.F(Nandini) in Karnataka, Sudha in Bihar,Omfed in Orissa, Saras in Rajasthan, Parag in Uttar
Pradesh, Verka in Punjab, Aanchal in uttaranchal,
Vita in Haryana and others
Other co-operative rivals of Amul include National
Dairy Development Board (NDDB) (with its Mother
Dairy and Sugam brands). With Amul entering the
sports/energy drink [nutramul]market, its rivals now
include Cadburys , GSK ,Coca Cola and PepsiCo
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In the Icecream market AMUL faces tough
competition from local Ice cream brands as well
as national brands like Vadilal.
But in the competition AMUL is biting all his
competitors by providing best quality products.
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Strengths
Established Brand Name
Caters To All Segments
Wide DistributionNetwork
Core Competency in Milk
Weakness
Low Margin to RetailersPrice to Milk Producerscomparatively Low
Threats
Low Barriers of Entry
in the MarketIntense Competition inEvery Segment
Growing Bargaining
Power of Customers
Opportunities
Fewer Competition Inthe Outskirts of India
Amul Parlors
Scope for FurtherDifferentiation
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ADVERTISEMENT
AMUL GIRL THE FACE OF AMUL
Amul girl can be traced back to 1967.
First hoarding of Amul came up in Bombay (now
Mumbai)
The man behind the Amul girl, SylvesterDaCunha
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TOPICAL ADVERTISEMENTS
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ADVERTISEMENT THROUGH FACEBOOK
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THE ROAD AHEAD
Going by the mission:
y GCMMF endeavour to satisfy the taste and nutrition
requirements of the customers of the world through
excellence
y To offer quality products which offer the best value
for money to the consumer through cooperative
networking.
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