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MARKET RESEARCH & MARKET

PENETRATION OF AMUL DAIRY PRODUCT


IN RETAIL & HORECA SEGMENT

Dissertation Submitted to the


D.Y. Patil University
In partial fulfillment of the requirements for the
Award of the Degree of
MASTERS IN BUSINESS ADMINISTRATION

Submitted by:
Rutu Rajan Chougule
(MBACORE017016)

Research Guide:

Dr.Roshani Sawant
School of Management
D.Y. Patil University
CBD Belapur, Navi Mumbai
January 2019
DECLARATION

I hereby declare that the dissertation “MARKET RESEARCH &


MARKET PENETRATION OF AMUL DAIRY PRODUCT IN
RETAIL & HORECA SEGMENT” submitted for the MBA Degree at
D.Y. Patil University’s School of Management is my original work and
the dissertation has not formed the basis for the award of any degree,
associate ship, fellowship or any other similar titles.

Place: Navi Mumbai

Date:

Signature of the Student


Certificate

This is to certify that the dissertation entitled “Market research &


market penetration of Amul dairy product in retail & HORECA
segment” is the bona fide research work carried out by Mr.Rutu
Chougule, student of MBA, at D.Y. Patil University’s School of
Management during the year 2013-2015 ,in partial fulfilment of the
requirements for the award of the Degree of Master in Business
Management and that the dissertation has not formed the basis for the
award previously of any degree, diploma, associateship, fellowship or
any other similar title.

Dr.Roshani Sawant

(Dr. R. Gopal,
Director,School of Management,
D.Y. Patil University)

Place: Navi Mumbai


Date:
Plagiarism Report
Market Research & market Penetration Of Amul Dairy Product In
Retail and HORECA segment

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ACKNOWLEDGEMENTS

In the first place, I thank the D. Y. Patil University, School of


Business Management, Navi Mumbai for giving me an
opportunity to work on this project. I would also like to thank
Dr. Roshani Sawant, Assistant Professor, School of
Management, D.Y. Patil University, Navi Mumbai for given
me her valuable guidance for the project. Without her help it
would have been impossible for me to complete the project.
gratefully acknowledge the regular support from Mr. Atul,
Senior Manager- Operations who in spite of being
extraordinarily busy with his duties, took time out to hear,
guide and keep us on the correct path and allowing us to carry
out our project at their esteemed organization and extending
during the training.I would be failing in my duty if I do not
acknowledge with a deep sense of gratitude the sacrifices made
by my parents and thus have helped me in completing the
project work successfully.

Place: Navi Mumbai

Date:

Signature of the student


Preface
While searching for a suitable topic for the MBA Dissertation, I happened to meet a person
from the Retail Sector, who suggested to me the topic on the Retail Sector of India. During the
course of the discussion, it transpired that the problems that this sector faces is with respect to
foreign Direct Investment, supply chain aspects and the intense competitive scenario in future say
2010 -2017.The topics having aroused my curiosity, discussions were held with several people in
the retail sector to understand the veracity of the above thought process and also understand the
real issues plaguing the industry.All these aspects then resulted in the development of the project
report titled MARKET RESEARCH & MARKET PENETRATION OF AMUL DAIRY
PRODUCT IN RETAIL & HORECA SEGMENT. It is strongly hoped that this project covers not
only the various requirements of the project study but also of the industry.

Signature of the Student


TABLE OF CONTENTS
Page
Chapter No Title No

A List of Tables 10

B List of Figures 13

C List of Abbreviations 14

Executive Summary 16

1 Introduction 20

1.1 Introduction 21

1.2 Need for study 18

1.3 Objective of study 18

1.4 Scope of study 18

1.5 Hypothesis Testing -

1.6 Chapter Scheme adopted(briefing of all chapters) -


Company /organization 26
profile(Name,address,location,vision,mission,brief
history, organizational chart, products or service profile
2. and awards and achievement)

3 Review of Literature 100

3.1 Books -

3.2 Articles -

3.3 Journals -

4 Research Methodology 104


4.1
Research Design 104

4.2 Sample size 105

Sampling design 105


4.3
Tools for data collection 108
4.4
Limitations of the research 109
4.5

5 Data Analysis and Interpretation 110

6 Findings ,Suggestions and Conclusions 114

Reference Section- Bibliography 116

117
Annexure/Questionnaire/ Details of Field Research
A. List of Tables

Point No Topic Page


No
1.1 Top 10 container ports in the world 2017 5
1.2 Comparison between 2016-17 9
1.3 Delays related to vessel 20
1.4 About the Container 39
1.5 Travel Time Consumption 43
1.6 Frequency Comparison 45
1.7 Fare Comparison 45
1.8 Comfort Comparison 47
1.9 Reliability Comparison 47
1.10 Energy Consumption Comparison 48
5.1 Position Held 80
5.2 Gender of Respondent 81
5.3 Age of Respondent 81
5.4 Qualification 82
5.5 Fare Feedback 83
5.6 Tenure served 84
5.7 Types of Product 85
5.8 Delivery rating 86
5.9 Shipping Document Rating 87
5.10 Review of Import Export Activity 88
5.11 Types of Cargo Deal 88

10
5.12 Finance Related Problems 89
5.13 Infrastructure Problems 90
5.14 Area of Improvement 91
5.15 Billing Process 92
5.16 Redressal Departments 94
5.17 Innovation Creativity 95

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B. List of Figures

Fig No. Topic Page No


1.1 Major ports in India 6
1.2 DP World Terminals in world 7
1.3 Hand Held Device 15
1.4 Deliveries for MSK 16
1.5 Twist lock 17
1.6 Electronic Delivery Order 40
2.1 Organizational Structure 52
3.1 Porters 5 Force Model 68
5.1 Position Held 80
5.2 Gender of Respondent 81
5.3 Age of Respondent 82
5.4 Qualification 83
5.5 Fare Feedback 83
5.6 Tenure served 84
5.7 Types of Product 85
5.8 Delivery rating 86
5.9 Shipping Document Rating 87
5.10 Review of Import Export Activity 88
5.11 Types of Cargo Deal 88
5.12 Finance Related Problems 90
5.13 Infrastructure Problems 91

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5.14 Area of Improvement 92
5.15 Billing Process 93
5.16 Redressal Departments 94
5.17 Innovation Creativity 95
6.1 Potholes on Road 98

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C. List of Abbreviations

MUL ANAND MILK UNION LIMITED


RGNQA RAJIV GANDHI NATIONAL QUALITY AWARD
IRMA INSTITUTE OF RURAL MANAGEMENT
APO AMUL PREFERRED OUTLET
CSA COMPETITIVE SUSTAINABLE ADVANTAGE

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MARKET RESEARCH & MARKET
PENETRATION OF AMUL DAIRY PRODUCT
IN RETAIL & HORECA SEGMENT

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Executive Summary
This project, in brief, covers market penetration of various Amul products in
Retail and HORECA segment.I started my summer internship on 02nd of May, and
during the internship, I had visited the Retail segments along with sales for 1st one
month and was assigned to do market research in South Mumbai zone. First one
month of May I spent on various activities such as Visiting the retailers with a
salesperson, finding out the product range they keep, Competitors analysis and
Margins offered.

After one-month work, we had a monthly review at Fort office of Amul, and there
we allotted with the new project i.e. Identifying market demand of Amul Diced
Mozzarella cheese and Amul Diced Cheddar cheese. After preparing a questionnaire
and finding of the technicalities of the product our team started visiting HORECA
Hotels, Restaurants, Caterers) in South Mumbai region. I opt to visit different
HORECA in Chembur, Ghatkopar & Tilak Nagar area.Amul has justified its
undisputed leadership in foods business by creating 6000 Amul Preferred Outlets in a
record time which exclusively sells a broad range of Amul products. It has been
possible due to high brand equity and tremendous Consumer support.

Amul has been a household brand in India over decades, and still, it continues to
grow with the turnover of Rs. 27043 Crores this year. It is widely growing amongst its
dairy product as well as ice cream segment. Being the market leader, still, Amul faces
some difficulties in launching new product launch, the threat from competition who are
giving high margins and schemes on their product ex. Nestle, Danone, Govardhan, etc.

In today’s competitive world while entering the market, it is essential to have


good knowledge of the potential of a particular market. The information regarding
the activities of competitor’s existing in the market so that we can

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plan each activity according to that. It is also necessary to retain the existing
customers apart from attracting the new clients..Working with Amul has been a
great learning as it introduced to various aspects including Sales, How the
distribution channel works, pitching to Distributors, Retailers and Horeca
segment was great learning.The Project is a concern with the market analysis &
Market Penetration of Amul dairy product in Retail & HORECA sectors of
South Mumbai region from 02nd May 2017 to 30th June 2017.

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Title

“MARKET RESEARCH ANALYSIS & MARKET PENETRATION OF AMUL


DAIRY PRODUCTS IN SOUTH MUMBAI”.

Objective
1. To find the size of retail as well as HORECA network of Amul Dairy product in
South Mumbai region.
2.To find the problems faced by retailers in selling and storing.

3.To find the problems encountered by HORECA in Using and storage

4.To collect the information about the competitors in HORECA and Retail.

Scope of Project
 The study carried out in South Mumbai region, so its scope is mainly
limited to South Mumbai area.
 It gives information about the size of the retail & HORECA network.
 It provides information about the services offered by the distributor to their
retailer & Horeca Clients.
 It provides information about the services offered by the distributor to their
retailer & Horeca Clients.
 It gives information about the competitors products.
 It will serve consumer in a better manner
 It provides suggestions to the company to improve their products sales
 It comprises information about the sales promotion activities to improve the
sales.
 It will help to do the Gap Analysis and overcome it through a different
approach.

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Limitations of the study


Since all the customers do not widely use all the products, it 's hard to draw
realistic conclusions based on the survey.

There was no way to assess the reliability of the outlets and parlors.
Whatever they said had to be assumed to be truth.

Interpretation of data may vary from individual depending on the particular
understanding the product features of the company

Limited time available for interviewing the respondents. As a result of this, it was
not possible to gather full information about the respondents.

When I interviewed Retailers and Restaurant managers, sometimes they are not
aware of the new TVC ad as compare to the old one.

As summer training is going under summer season, many of the shops were
close as people often go on vacations

Sometimes the problem which I face is language problem for which I have to make
them understand.

Non-cooperative approach and rude behavior of the respondents.

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Introduction about the Industry

Fast-moving consumer goods (FMCG) or consumer packaged goods (CPG) are


products that are sold quickly and at relatively low cost. Examples include non-durable
goods such as soft drinks, toiletries, over-the-counter drugs, processed foods and many
other consumables. In contrast, durable goods or major appliances such as kitchen
appliances are generally replaced over a period of several years.

Many fast-moving consumer goods have a short shelf life, either as a result of high
consumer demand or because the product deteriorates rapidly. Some FMCGs, such as
meat, fruits and vegetables, dairy products, and baked goods, are highly perishable.
Other goods, such as alcohol, toiletries, pre-packaged foods, soft drinks, chocolate,
candies, and cleaning products, have high turnover rates. The sales are sometimes
influenced by some holidays and season. Packaging is critical for FMCGs.

Though the profit margin made on FMCG products is relatively small (more so for
retailers than the producers/suppliers), they are generally sold in large quantities; thus,
the cumulative profit on such products can be substantial. FMCG is a classic case of
low margin and high-volume business. Ecommerce emerged as the highest paying
industry for senior and mid-level talent with CTC of Rs 34 lakh and Rs 13 lakh,
respectively. The consumer durables market is expected to reach US$ 12.5 billion in
2015 and US$ 20.6 billion by 2020. Urban markets account for the major share (65 per
cent) of total revenues in the consumer durables sector in India.

The FMCG sector has grown at an annual average of about 11 per cent over the last
decade. The overall FMCG market is expected to increase at (CAGR) of 14.7 per cent
to touch US$ 110.4 billion during 2012-2020, with the rural FMCG market anticipated
to increase at a CAGR of 17.7 per cent to reach US$ 100 billion during 2012-2025.Food
products is the leading segment, accounting for 43 per cent of the overall market.
Personal care (22 per cent) and fabric care (12 per cent) come next in terms of market
share.

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Introduction of the company

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative


movement in India.

It is a brand name managed by an apex cooperative organization, Gujarat Co-operative


Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million
milk producers in Gujarat, India.AMUL is based in Anand, Gujarat and has been a sterling ex
ample of a co-operative organization's success in the long term.It is one of the best examples
of co-operative achievement in the developing economy.Amul has spurred the White
Revolution of India, which has made India the largest producer of milk and milk products in
the world.It is also the world's biggest vegetarian cheese brand.Amul is the largest food brand
in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million
(2006-07).

Currently Amul has 2.6 million producer members with milk collection average of 10.16
million liters per day.The brand name Amul means “AMULYA”. This word derived from the
Sanskrit word “AMULYA” which means “PRICELESS”. A quality control expert in Anand
had suggested the brand name “AMUL”.Amul products have been in use in millions of homes
since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul
Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India.Amul means "priceless" in Sanskrit. The brand name
"Amul" from the Sanskrit "Amoolya" was suggested by a quality expert in Anand. Variants,
all meaning priceless are found in several Indian language. Amul products have been in use in
millions of homes since 1946. Amul Butter, Amul Milk Powder, amul Ghee, Amul Spray,
Amul Cheese, Amul chocolates, Amul Shrikhand, Amul Ice cream, Nutranmul, Amul Milk
and Amulya have made Amul a leading food brand in India. Gujarat Cooperative Milk
Marketing Federation Ltd. (GCMMF), is India's largest food product marketing Organization
with annual turnover (2016-17) US$ 4.1 billion. Its daily milk procurement is approx. 18
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million lit per day from 18,549 village milk cooperative societies, 18-member unions covering
33 districts, and 3.6 million milk producer members. It is the Apex Organization of the Dairy
Cooperatives of Gujarat, popularly known as 'AMUL’, 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. Its success has not only been emulated in India but serves as
a model for rest of the World. It is exclusive marketing Organization of 'Amul' and 'Sagar'
branded products. It operates through 56 Sales Offices and has a dealer network of 10000
dealers and 10 lakh retailers, one of the largest such networks in India. Its product range
comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream,
Paneer, chocolates, and traditional Indian sweets, etc.GCMMF is India's largest exporter of
Dairy Products. It has been accorded a "Trading House “status. Many of our products are available
in USA,

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Gulf Countries, Singapore, The Philippines, Japan, China and Australia. GCMMF has
received the APEDA Award from Government of India for Excellence in Dairy Product
Exports for the last 16 years. For the year 2009-10, GCMMF has been awarded "Golden
Trophy" for its outstanding export performance and contribution in dairy products
sector by APEDA. In 2013-14, GCMMF took giant strides in expanding its presence in
International markets. Amul’s presence on Global Dairy Trade (GDT) platform in
which only the top six dairy players of the world sell their products, has earned respect
and recognition across the world. By selling milk powders on GDT, GCMMF could not
only realize better prices as per market demand but it also firmly established Amul in
the league of top dairy players in world trade.

For its consistent adherence to quality, customer focus and dependability,


GCMMF has received numerous awards and accolades over the years. It received the
Rajiv Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF
bagged India's Most Respected Company Award instituted by Business World. In 2003,
it was awarded the The IMC Ramkrishna Bajaj National Quality Award - 2003 -
certificate of merit- for adopting noteworthy quality management practices for logistics
and procurement. GCMMF is the first and only Indian organization to win topmost
International Dairy Federation Marketing Award for probiotic ice cream launch in
2007. For the innovations, GCMMF has received AIMA-RK Swamy High Performance
brand award 2013 and CNN-IBN Innovating for better tomorrow award in 2014. World
Dairy Innovation Awards- 2014 for Best Marketing Campaign - "Eat Milk with Every
Meal". For the tree plantation activity GCMMF has received seven consecutive Good
Green Governance award from Srishti during 2007 to 2013.

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The Amul brand is not only a product, but also a movement. It is in one way, the
representation of the economic freedom of farmers. It has given farmers the courage to
dream. To hope. To live.

GCMMF - An Overview

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food


products marketing organization. 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.

Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) is the largest


Organization in FMCG industry engaged in marketing of milk & dairy products under
the brand names of AMUL and SAGAR with an annual turnover exceeding Rs 5000
Crores.

GCMMF is a unique organization. It's a body created by Farmers, managed by


competent professionals serving a very competitive and challenging consumer market.
It is a true testimony of synergistic national development through the practice of
modern management methods.

Vision:

GCMMF will be an outstanding marketing organization, with specialization in


marketing of food and dairy products both fresh and long life with customer focus and
IT integrated. The network would consist of over 100 offices, 7500 stockiest covering
at least every Taluka. Headquarter is servicing nearly ten lakhs outlets with a turnover
of Rs.10, 000 Cr and serving several co- operatives. GCMMF shall also create markets
for its products in neighboring countries.

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Mission:

We at GCMMF endeavor to satisfy the taste and nutritional requirements of the


customer of the world through excellence in the marketing by our committed team.
Through co-operative networking, we are determined to offer the quality product that
provides the best value for money.

Year of Establishment 1973

18 District Cooperative Milk Producers'


Members
Unions

No. of Producer Members 3.6 Million

No. of Village Societies 18,549

Total Milk handling capacity per


30 Million liters per day
Day

Milk Collection (Total - 2016-17) 6.44 billion liters

Milk collection (Daily Average


17.65 million liters
2016-17)

Cattle feed manufacturing


7800 Mts. per day
Capacity

Sales Turnover -(2016-17) Rs. 27043 Crores (US $ 4.1 Billion)

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HISTORY.

The Amul revolution was started as awareness among the farmers. It grew and matured into a
protest movement that was channeled towards economic prosperity.The Kiara District Co-
operative Milk Producers' Union Limited (KDCMPUL) began pasteurizing milk for the
Bombay Milk Scheme in June 1948.By the end of 1948, more than 400 farmers joined in more
Village Society, and the quantity of milk handled by one Union increased from 250 to 5,000
liters a day.Meanwhile, Dr. Verghese Kurien, fed up being at the government creamery in
Anand, Gujarat, which held no challenge, volunteered to help Shri Tribhovandas Patel, the
Chairman of KDCMPUL, in setting up a processing plant. This marked the birth of AMUL in
1946.

The success of Amul was instrumental in launching the White Revolution that resulted in
increased milk production in India. It is officially termed as Operation Flood by Amul. The
breakthrough technology of spray-drying and processing buffalo milk, developed by Mr. H.M.
Dalaya, was one of the key factors that contributed to the Revolution.Over six decades ago the
life of a farmer in Kaira was very much like that of farmers anywhere else in India. His income
was derived almost entirely from seasonal crops. Many poor farmers faced starvation during
off-seasons. Their income from milch buffaloes was undependable. The milk marketing system
was controlled by contractors and middlemen. As milk is perishable, farmers were compelled
to sell their milk for whatever they were offered. Often they had to sell cream and ghee at a
throwaway price.

They were in general illiterate. But they could see that the system under
which contractors could buy their produce at a low price and arrange to
sell it at huge profits was just not fair. This became more noticeable when
the Government of Bombay started the Bombay Milk Scheme in 1945.
Milk had to be transported 427 kilometers, from Anand to Bombay.

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The Government found it profitable; Polson’s kept a good margin. Milk contractors
took the biggest cut. No one had taken the trouble to fix the price of milk to be paid
to the producers. Thus, under the Bombay Milk Scheme the farmers of Kaira District
were no better off ever before. They were still a t the mercy of milk contractors.
They had to sell their milk at a price the contractors fixed. The discontent of the
farmers grew. They went in deputation to Sardar Patel, who had advocated farmers’
co-operatives as early as 1942.
Sardar Patel reiterated his advice that they should market their milk through a co-
operative society of their own. This co-operative should have its own pasteurization
plant. His advice was that the farmers should demand permission to set up such a
co-operative. If their demand was rejected, they should refuse to sell their milk to
middlemen.

The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon
spread to Anand's neighborhood in Gujarat. Within a short span, five unions in other
districts – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set up. To
combine forces and expand the market while saving on advertising and avoid
competing against each other, the GCMMF, an apex marketing body of these district
cooperatives, was set up in 1973. The Kaira Union, which had the brand name Amul
with it since 1955, transferred it to GCMMF.

In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.

In June 2013, it was reported that the Kaira District Cooperative Milk Producers
Union Limited, better known as Amul Dairy, had signed a tripartite agreement to
start a dairy plant in Waterloo village in upstate New York. The plant will initially
manufacture paneer and ghee. Amul will use an existing dairy plant owned by New
Jersey-based NRI Piyush Patel for manufacturing. The plant is strategically located,
as it close to supply centres from where raw ma terial is procured, and is near New
Jersey, which has a large Indian population.

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DR. VERGHESE. KURIEN, FATHER OF WHITE REVOLUTION

Dr. V. Kurien was Born on 26 November 1921 & died on 9 September 2012. He was Also
known “MILKMAN OF INDIA”. Dr. Kurien, was the architect of India';s White Revolution,
which helped India emerge as the largest milk producer in the world. Founder Chairman of the
National Dairy Development Board (NDDB) from 1965 to 1998, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), from 1973 to 2006 and the Institute of Rural
Management (IRMA) from 1979 to 2006, his professional life has been dedicated to
empowering the Indian farmers through co-operatives. Dr. Kurien has helped to lay the
foundation of democratic enterprises at the grass roots. He believed that by placing technology
and professional management in the hands of the farmers, the standard of living of the people
in the rural areas at the most all the backward People. .

The cooperative movement, he helped to create became a model not only for India, but for
developing countries throughout the world. The Operation Flood Programme, of which Milk
Producers'; Cooperatives were the central plank, emerged as India largest rural employment
programme and unleashed the larger dimension of dairy development. Dr. Kurien was the
undisputed 'Milkman'; of India. Born on November 26, 1921 at Kozhikode, Kerala, he
graduated in Science from the Loyola College in 1940 and obtained hisdegree in Engineering
from the Guindy College of Engineering in Chennai. After a stint at TISCO, Jamshedpur, he
obtained the Govt. of India's scholarship to study Dairy Engineering. After some specialized
training at the Imperial Institute of Animal Husbandry & Dairying, Bangalore, he left for the
United States where he completed his Master’s degree in Mechanical Engineering with Dairy
Engineering as a minor subject from the Michigan State University in 1948.

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The first Dairy Co-operative Union in Gujarat was formed in 1946 with 2 Village Dairy Co-
operative societies as its members. The number of member societies has now increased to
16,100, with 3.2 million members pouring milk every day- twice a day. Today, the Billion
Dollar GCMMF has emerged as the India's largest integrated dairy products manufacturing and
marketing organization.

NDDB, formed by the efforts of Dr. Kurien ensured replication of Amul Model across India.
Thereby, it played an instrumental role in increasing the milk production of India significantly.
India's milk procurement has increased from 20 million metric tonnes per year in the 60s to
122 million metric tonnes in 2011.

His work has received tremendous national and international recognition. The Govt. of India
conferred on him the "Padma Vibhushan", the second highest honour in the land next only to
Bharat Ratna. He is also the recipient of the World Food Price, the Ramon Magsaysay award
for Community Leadership, the Carnegie - Waterer World Peace Prize and the International
Person of the Year award from the U.S.

Dr. Kurien's main contribution has been in designing of systems and institutions, which enable
people to develop themselves, as he believed the development of man can best be achieved by
putting in his hands the instruments of development. He believed that the greatest assets of this
country, were its people and he dedicated his life to the task of harnessing the power of the
people in a manner which promoted their larger interests.

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How DrKurien’s business wisdom built the Amul brand

The success of Amul is no accident. It was DrKurien’s understanding of how brands work, of
the importance of building brands, of the focus on quality, value for money and customer
centricity as a bedrock of all that Amul did, which has made Amul the Best that it is. Consider
these pearls of wisdom from DrKurien culled from speeches that he made as chairman of the
Gujarat Co-operative Milk Marketing Federation over the years. “For the Consumer, Amul
simply means ‘Value for Money’ and Quality as it should be. Our brand name touches an
emotional chord with her: Amul means a range of superior products, consumed by every age
group, and a favorite in every part of our diverse land. Amul makes each bite that much more
special because in our humble way, we care for feelings that are truly “Indian”.”

Amul was founded on a sound business model: providing quality products to consumers at an
affordable price. The Pundits have described our model as “value for money” and it has been
adopted by a number of companies. While imitation may be flattery, most other organizations
fail to understand that “value for money” is not just about low prices – it means offering the
best quality products at the most reasonable price”. Marketing professionals from any company
would give an arm and a leg to be able to make a statement like this. How many brands,
worldwide, can claim that their brand ‘touches an emotional chord’ with the consumer? How
many companies have products that are ‘consumed by every age group’? DrKurien’s vision,
and his deep understanding of how brands operate, can be further understood from this
statement: “I have always been a firm believer of the dictum that ‘Brand is power’. A
cooperative without a “brand” can never aspire to survive — let alone thrive — while marketing
commodities in today’s competitive environment. Only by nurturing its marketing skills and
building solid brands can cooperatives make their own growing space in the market. And we
must never forget that quality and value are the foundation for successful brands.” In one line,
Kurien encapsulates all that brand gurus have tried, over the years, to say in books, lectures and
speeches: “Never forget that quality and value are the foundation for successful brands”. It is
this belief that results in the happy situation where consumers are unable to remember a bad
experience with a single brand from the Amul stable. It is the promise of Amul’s products that
lift them from being mere products in a category and raise them to the level of brands. How
different can Amul’s core products, milk and butter, be

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from other milk and butter brands? Milk will taste (more or less) the same, irrespective of which
branded Terpak carton one buys, and butter will taste (more or less) the same, irrespective of
the logo on the carton. Yet, the consumer, at the moment of truth, when standing in the shop
aisle, chooses Amul over the competition. That’s a result of having received, over the decades,
good quality and great value for money. That is trust in a brand. The ultimate prize that a
marketing company can hope to win. By the mid-1990s, liberalization had entered India and
India saw an end to the era of monopolies, and Amul was no different. By 2000, India was a
happy hunting ground for many multinationals, who made a beeline for our shores. “An
expanding market inevitably attracts increasing competition. Today, every product category
sees new entrants in our business. Competition may be from existing companies entering new
categories or from new companies. Our experience and marketing prowess has enabled us to
maintain a formidable distance between our competitors and us. However, there is no room for
complacency. We must not only maintain our lead, we must increase it,” Kurien said in 2001.
There are also so many Indian companies that failed to understand the dynamics of the new
India and found themselves unable to halt the slide from being market leaders to also-rans.
Kurien saw to it that, first, the changes were acknowledged and understood and that
complacency was no option. His words have the hallmark of a fighter from the private sector –
“we must not only maintain our lead, we must increase it.” The Indian business press has rarely
referred to DrKurien as a management guru. But how different is DrKurien’s statement from
the famous quote by former Intel CEO Andy Grove, when he said, “Only the paranoid
survives”? It was Kurien who taught Amul to be paranoid – and, consequently, not just survive,
but grow, grow and grow. Now, Amul will have to deal with a future without the aid of
DrKurien. Perhaps they would do well to draw from another bit of advice from him, namely
this statement, made in 2004: “The key to retaining our competitive advantage lies in keeping
focused on the basic business principles:

Be Customer-Driven
& Adapt quickly to the changing environment.
& Anticipate change and act today to meet tomorrow’s challenges.”

Forget about Amul. Whatever marketing company you work for, look beyond Amul’s ads and
try and understand what DrKurien did to help make Amul one of the greatest brands built in
India; try and understand how he dealt with changes in government policy, the liberalization
of the economy and the emergence of competition in category after category.

31
EXTRA ORDINARY STORY OF AMUL

Every day Amul collects 447,000 liters of milk from 2.12 million farmers (many
illiterate), converts the milk into branded, packaged products, and delivers goods worth Rs 6
crore (Rs 60 million) to over 500,000 retail outlets across the country. Its supply chain is easily
one of the most complicated in the world. If we are visit to any Amul or Gujarat Cooperative
Milk Marketing Federation (GCMMF) office a photograph of Mahatma Gandhi will be missing
but we can certainly see one particular photograph showing a long line of Gujarati women
waiting patiently for a union truck to come and collect the milk they have brought in shining
brass matkas. This makes the farmers or the member of the organization of the organization
how to prevent the milk from souring. Hence, Amul takes various initiatives to make the farmer
or the producer understand how to provide service to the consumers with the only resource
available with them i.e. milk a perishable one. The prominent display of picture states the
message”

NEVER FORGET YOUR CUSTOMER. IF YOU DON’T SUCCESSED IN


CERTAIN”

At the time Amul was formed, consumers had limited purchasing power, and
modest consumption levels of milk and other dairy products. Being a co-operative organization
Amul adopted a low-cost price strategy to make its products affordable and attractive to
consumers by guaranteeing them value for money. Amul also introduced higher value products.
Beginning with liquid milk, Amul enhanced the product mix through the progressive addition
of higher value products while maintaining the desired growth in existing products.

The Taste of India – these four words are more than what the common man may think of these
– a mere slogan. Advertising people call this corporate positioning. But jargon apart these four
words lend meaning to Amul's never ending crusade; they reinforce Amul's commitment of
taking quality food products right down to the rural man, products, the common man otherwise
would have never afforded. It was Amul that first made chocolate affordable to the 'aam admi',
then followed the same with Ice Cream, pizza and a range of value-added products. Who would
have thought that a tailor in Azamgarh or a traveling salesman in Barabanki, UP would be
digging into a cup of Amul Ice Cream on a hot day.

32
THE STORY OF – AMUL BUTTER GIRL.

Eustace Fernandes, the creator of the Amul girl. Fernandes is best remembered as a
cartoonist and an illustrator and was living a retired life for some time. The Amul as one
moppet has featured in hoardings for almost 48 years, making it the longest running of in
ad campaign ever in the world. The hoardings displayed one-liners that constituted as one
a veritable commentary on contemporary political and social events, with each week after
Featuring a new theme.
The iconic Amul girl, which turns 43 this year, is all set to enter the Guinness Book of World as
Records for being the longest running campaign in the world.
Way back in 1966, the Amul account was given to the advertising agency called Advertising in
and Sales Promotion (ASP). The team of Sylvester da Cunha, Eustace Fernandes, Usha Kartik
and Marie Pinto worked on the Amul account at that point of time. The ad became a rage with
tagline 'Utterly butterfly delicious Amul' - and the rest, they say, is history.Fernandes worked
on the Amul account for three years till 1969 and then the team of talent such Usha Katrak, K
Kurian, Eustace Fernandes and Radha started Radeus Advertising in 1974.As a matter of fact,
the word Radeus originated from the first three letters of Radha and Eustace.Edited from an
article by Mini Varma published in The Asian Age on March 3, 1996.The moppet who put Amul
on India's breakfast table 50 years after it was first launched, Amul's sale figures have jumped
from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes
even close to it. All because a thumb-sized girl climbed to the hoardings and put a spell on the
masses.

33
It all began in 1966 when Sylvester daCunha, then the managing director the advertising
agency,ASP, clinched the account for Amul butter. The butter, which had been launched in
1945, in had a staid, boring image, primarily because the earlier advertising agency which
was in charge for of the account preferred to stick to routine, corporate ads.In India, food was
something one couldn't afford to fool around with. It had been taken too be the seriously, for
too long. Sylvester daCunha decided it was time for a change of image.The year Sylvester
daCunha took over the account, the country saw the birth of a campaign whose
charm has endured fickle public opinion, gimmickry and all else. The Amul girl who lends herself
so completely to Amul butter, created as a rival to the Polson butter girl. This one was cute, as in
village belle, clothed in a tantalizing choli all but covering her upper regions.
"Eustace Fernandez (the art director) I decided that we needed a girl who would worm her way
into a housewife’s heart. And why better than a little girl?" says Sylvester daCunha. And so, on
it came about that the famous Amul Moppet was born.

“We ran a couple of ads that created quite a furor," says Sylvester daCunha. "The Airlines is
one really angered the authorities. They said if they didn't take down the ads, they would stop
supplying Amul butter on the plane. So ultimately, we discontinued the ad," he says laughing.
Then there was the time when the Amul girl was shown wearing the Gandhi cap. The high
command came down heavy on that one. The Gandhi cap was a symbol of independence,
they couldn't have anyone not taking that seriously. So, despite their reluctance the
hoardings were wiped clean. "Then there was an ad during the Ganpati festival which said,
Ganpati Bappa More Ghya (Ganpati Bappa take more). The Shiv Sena people said that if
we didn't do something about removing the ad they would come and destroy our office. It
is surprising how vigilant the political forces are in this country. Even when the Enron ads
(Enr On / Off) were running, Rebecca Mark wrote to us saying how much she liked them."
There were other instances too. Heroin Addiction, Amul's little joke on Hussain had the artist
ringing the daCunhas up to request them for a blow up of the ad. "He said that he had seen the
hoarding while passing through a small district in UP. He said he had asked his assistant to take
a photograph of himself with the ad because he had found it so funny," says Rahul da Cunha in
amused tones. Indians do have a sense of humour, afterall.From the Sixties to the Nineties, the
Amul ads have come a long way. While most people agree that the Amul ads were at their peak
in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them.
Where does Amul's magic actually lie? Many believe that the love charm lies in the catchy
lines. That we laugh because the humour is what anybody would enjoy.

34
GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION.

35
GUJARAT COOPERATIVE MILK MARKETING FEDERATION.
(GCMMF)

Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food
product marketing organization with annual turnover (2013-14) US$ 3.0 billion. Its daily work
milk procurement is approx. 13.18 million lit per day from 17,025 village milk cooperative
societies, 17-member unions covering 31 districts, and 3.23 million milk producer members.
It is the Apex organization of the Dairy Cooperatives of Gujarat, popularly known as 'AMUL',

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. Its success has not only been
emulated in India but serves as a model for rest of the World. It is exclusive to be with

marketing organisation of 'Amul’ and 'Sagar' branded products. It operates through 53 Sales &
Offices and has a dealer network of 10000 dealers and 10 lakh retailers, one of the largest such
networks in India. Its product range comprises milk, milk powder, health beverages, ghee, whey
butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading
House “status. Many of our products are available in USA, Gulf Countries, Singapore, The
Philippines, Japan, China and Australia. GCMMF has received the APEDA Award from
Government of India for Excellence in Dairy Product Exports for the last 13 years. For the
year 2009-10, GCMMF has been awarded "Golden Trophy" for its outstanding export
performance and contribution in dairy products sector by APEDA. In 2013-14, GCMMF took
giant strides in expanding its presence in International markets. Amul’s presence on Global
Dairy Trade (GDT) platform in which only the top six dairy players of the world sell their

products, has earned respect and recognition across the world. By selling milk powders & many
on GDT, GCMMF could not only realize better prices as per market demand but it also firmly
established Amul in the league of top dairy players in world trade.

For its consistent adherence to quality, customer focus and dependability, GCMMF has received
numerous awards and accolades over the years. It received the Rajiv Gandhi National Quality
Award in 1999 in Best of All Category. In 2002 GCMMF bagged India's Most Respected Company
Award instituted by Business World. In 2003, it was awarded the The IMC Ramkrishna Bajaj
National Quality Award - 2003 for adopting noteworthy quality management practices for logistics
and procurement. GCMMF is the first and only Indian organisation to win
36
topmost International Dairy Federation Marketing Award for probiotic ice cream launch in
2007. For the innovations, GCMMF has received AIMA-RK Swamy High Performance brand
award 2013 and CNN-IBN Innovating for better tomorrow award in 2014. For the tree
plantation activity GCMMF has received seven consecutive Good Green Governance award
from Srishti during the year 2007 to 2013.The Amul brand is not only a product, but also a
movement. It is in one way, the representation of the economic freedom of farmers. It has
given farmers the courage to dream which we can hope to live.

GCMMF Today:

GCMMF is India's largest food products marketing organisation. GCMMF markets and
manages the Amul brand. From mid-1990's Amul has entered areas not related directly to its
core of the business Its entry into ice Cream was regarded as successful due to the large
market share it if was able to capture within a short period of time - primarily due to the price
differential and the brand name It also entered the Pizza business, where the base and the
recipes were made available to restaurant owners who could price it as low as 30 rupees per
pizza when the other players were charging upwards of 100 rupees.In September 2007, Amul
emerged as the leading Asian brand according to a survey by the name Synovate to find out
Asia's top 1000 Brands.

Collection of milk:

Every day Amul collects 447,000 liters of milk from 2.12 million farmers (many
illiterate), converts the milk into branded, packaged products, and delivers goods worth
Rs 6 crore that (Rs 60 million) to over 500,000 retail outlets across the country. Its
supply chain is easily one of the most complicated in the world. How do managers at
Amul prevent the milk from there? Souring? Walk in to any Amul or Gujarat
Cooperative Milk Marketing Federation (GCMMF) office, and you may or may not see
a photograph of Mahatma Gandhi, but you will certainly see one particular photograph.
It shows a long line of Gujarati women waiting patiently for a union truck to come and
collect the milk they have brought in shining brass matkas. As such the picture is always
prominently displayed.

37
MEMBER UNIONS OF GCMMF

1.Kaira District Cooperative Milk Producers' Union Ltd., Anand.

2. Mehsana District Cooperative Milk Producers' Union Ltd, Mehsana.

3. Sabarkantha District Cooperative Milk Producers' Union Ltd., Himatnagar.

4. Banaskantha District Cooperative Milk Producers' Union Ltd., Palanpur.

5. Surat District Cooperative Milk Producers' Union Ltd., Surat.

6. Baroda District Cooperative Milk Producers' Union Ltd., Vadodara.

7. Panchmahal District Cooperative Milk Producers' Union Ltd., Godhra.

8. Valsad District Cooperative Milk Producers' Union Ltd., Valsad.

9. Bharuch District Cooperative Milk Producers' Union Ltd., Bharuch.

10.Ahmedabad District Cooperative Milk Producers' Union Ltd., Ahmedabad.

11.Rajkot District Cooperative Milk Producers' Union Ltd., Rajkot.

12.Gandhinagar District Cooperative Milk Producers ‘Union Ltd., Gandhinagar.

13.Surendranagar District Cooperative Milk Producers' Union Ltd., Surendra agar.

14Amreli District Cooperative Milk Producers Union Ltd., Amreli.

15.Bhavnagar District Cooperative Milk Producers Union Ltd., Bhavnagar.

16.Kutch District Cooperative Milk Producers' Union Ltd., Ajar.

17. Junagadh District Cooperative Milk Producers' Union Limited, Junagadh

38
CRISIL Rating for GCMMF

Gujarat Co-operative Milk Marketing Federation Ltd


Rating Reaffirmed

Total Bank Loan Facilities Rated Rs.5689 Million

Long Term Rating CRISIL AAA/Stable(Reaffirmed)

Short Term Rating CRISIL A1+(Reaffirmed)

Milk Purchase Price

Effective Year / Date Per Ltr. Price for 7% FAT and 9% SNF
(Rs.)

2012-13 34.68

2013-14 39.47

2014-15 43.34

2015-16 42.50

39
Organization structure:

It all started in December 1946 with a group of farmers keen to free themselves from
intermediaries, gain access to markets and thereby ensure maximum in returns for their
efforts.Based in the village of Anand, the Kaira District Milk Cooperative Union (better known
as amul) expanded exponentially. It joined hands with other milk cooperatives, and the Gujarat
network in now covers 2.12 million farmers, 10,411 village level milk collection centers and
fourteen as such district level plants (unions) under the overall supervision of GCMMF.

There are similar federations in other states. Right from the beginning, there was recognition in
that this initiative would directly benefit and transform small farmers and contribute to the edge
development of society. Markets, then and even today, are primitive and poor in infrastructure.
Amul and GCMMF acknowledged that development and growth could not be left to market if
forces and that proactive intervention was required. Two key requirements were identified.

The first, that sustained growth for the long term would depend on matching supply and
demand. It would need heavy investment in the simultaneous development of suppliers
and consumers.
Second, that effective management of the network and commercial viability would
require professional managers and technocrats.

To implement their vision while retaining their focus on farmers, a hierarchical network of
cooperatives was developed, which today forms the robust supply chain behind GCMMF’s
endeavors the vast and complex supply chain stretches from small suppliers to large fragmented
markets. Management of this network is made more complex by the fact that GCMMF is directly
responsible only for a small part of the chain, with a number of third-party players (distributors,
retailers and logistics support providers) playing large roles. Managing this supply chain
efficiently is critical as GCMMF's competitive position is driven by low consumer prices
supported by a low-cost system.

40
Introducing higher value products:

Beginning with liquid milk, GCMMF enhanced the product mix through the progressive addition of
higher value products while maintaining the desired growth in existing products and the goods. Despite
competition in the high value dairy product segments from firms such as Hindustan unit Lever,
Nestle and Britannia, GCMMF ensures that the product mix and the sequence in which is Amul
introduces its products is consistent with the core philosophy of providing milk at a best basic,
affordable price.

Umbrella brand:

The network follows an umbrella branding strategy. Amul is the common brand for most product
categories produced by various unions: liquid milk, milk powders, butter, ghee, cheese, cocoa &
products, sweets, ice-cream and condensed milk.

Amul’s sub-brands include variants such as Amulspray, Amulspree, Amulya and Nutramul. The
edible oil products are grouped around Dhara and Lokdhara, mineral water is sold under the way
Jal Dhara brand while fruit drinks bear the Safal name.

By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union conflicts
but also created an opportunity for the union members to cooperate in developing products.

Managing the supply chain:

Even though the cooperative was formed to bring together farmers, it was recognized that
professional managers and technocrats would be required to manage the network effectively
and make it commercially viable.

Coordination:

Given the large number of organizations and entities in the supply chain and decentralized
responsibility for various activities, effective coordination is critical for efficiency and cost
control. GCMMF and the unions play a major role in this process and jointly achieve in
the desired degree of control.

41
Buy-in from the unions is assured as GCMMF’s board approves the plans. The board is
drawn from the heads of all the unions, and the boards of the unions comprise of farmers
elected through village societies, thereby creating a situation of interlocking control.

The federation handles the distribution of end products and coordination with retailers
and the dealers. The unions coordinate the supply side activities.

These include monitoring milk collection contractors, the supply of animal feed and
other supplies, provision of veterinary services, and educational activities.

Managing third party service providers:

From the beginning, it was recognized that the unions' core activity lay in milk processing
and the production of dairy products. Accordingly, marketing efforts including brand
development were assumed by GCMMF. All other activities were entrusted to third parties.
These include logistics of milk collection, distribution of dairy products, sale of products of
through dealers and retail stores, provision of animal feed, and veterinary services.

It is worth noting that a number of these third parties are not in the organized sector, and
many are not professionally managed with little regard for quality and service.

Technology and e-initiatives:

GCMMF's technology strategy is characterized by four distinct components: new products,


process technology, and complementary assets to enhance milk production and e-commerce.

Few dairies of the world have the wide variety of products produced by the GCMMF network.
Village societies are encouraged through subsidies to install chilling units. Automation in
processing and packaging areas is common, as is HACCP certification. Amul actively pursues
developments in embryo transfer and cattle breeding in order to improve cattle quality and
increases in milk yields. GCMMF was one of the first FMCG (fast-moving consumer goods)
firms in India to employ Internet technologies to implement B2C commerce.

42
Today customers can order a variety of products through the Internet and be assured
of delivery with cash payment upon receipt.

Another e-initiative underway is to provide farmers access to information relating to markets,


technology and best practices in the dairy industry through net enabled kiosks in the villages.

GCMMF has also implemented a Geographical Information System (GIS) at both ends of
the supply chain, i.e. milk collection as well as the marketing process.

Farmers now have better access to information on the output as well as support services
while providing a better planning tool to marketing personnel.

7 Important Marketing Rules followed By Amul:

Never Underestimate the customer.


Shatter the demand curve.
Create a ladder of genuine benefits (technical,functional,emotional).
Escape innovate, elevate quality, deliver a flowless experience.
Extend the price range and positioning of the brand.
Customize your value chain to deliver the benefit ladder.
Use influence marketing, seed your success through brand positioning.

43
External Organization Structure

External Organization Structure is the organization structure that affects the


organization from the outside.
The following is external organization chart of Amul.

State Level Marketing Federation

District Milk Product Union Ltd

Village Milk Product Union Ltd

Villagers

As we know, GCMMF is the unit of Gujarat Milk Marketing Federation, which is a


co-operative association. The villagers of more than 10000 villages of Gujarat are
the basis of this structure. They all make village milk producers union, district level
milk producers union and then established a state level marketing federation. The
structure is line relationship, which provides the easy way to operate. It also
provides better communication between two stages.

44
Internal Organization Structure
The following is internal organization chart of Amul:

Production and operation management is planning, organizing, staffing, directing


and controlling of all the production system that portion of an organization that
converts inputs into products and services. In general production system takes
raw material, personnel, machines, buildings and other resources and produce
goods and services.
The core of production system is its conversion subsystem wherein workers; raw
materials are used to convert inputs into products and services. This

45
production department is at heart of the firm, as it can produce low-cost products
and superior quality in timely manners.
Thus, there arises the tremendous need of giving due importance to this department as a
whole and a strong concrete base being foundation pillars of a manufacturing
organization if the intention is to succeed domestically and globally.

46
Milk Processing

The entire process of milk can be divided into following steps:

47
Distribution Network:

Most producers work with marketing intermediaries to bring their products to market.
The marketing intermediaries make up a marketing channel also called distribution
channel. Distribution channels are sets of interdependent organizations involved in the
process of making a product or service available for use or consumption.
The Head Office of GCMMF located at Anand. The entire market divided into 5 zones.
The zonal offices located at Ahmadabad, Mumbai, New Delhi, Kolkata, and Chennai.
Moreover, there are 49 Depots located across the country, and GCMMF caters to 13
Export market.

Distribution channels are probably the most visible aspect of any company’s marketing efforts.
A recent estimate puts the number of retail out lets in India at 5 million. The retail industry of
provides livelihood to more than 15 million people in the country. If one included in this that
number of distributors, wholesalers, agents including the army of life insurance agents, trans,
warehouse keepers, and all other entities involved in the distribution of products and services to
the end consumers.

“Distribution channels are sets of interdependent organizations involved in the process


of making a product or service available for use or consumption”.

Intermediaries are required to smoothen the flow of goods and services by engaging
themselves in sorting function. The sorting function performed by the intermediaries
includes

Breaking down a heterogeneous supply into separate stocks that are relatively homogeneous
in it called ‘sorting out’.

Bringing similar stocks from a number of sources together into a larger homogeneous
supply called ‘accumulation’.

Building up of an assortment of products for resale in association with eath other


called ‘assorting’.

48
Distribution channel strategy:

The major domains across which distribution strategy is framed includes

Setting distribution objectives in terms of the customer requirements.


Organizing the activities so that the responsibility of performing the activities is the
shared among the entities that are meant to perform these activities.
Developing policy guidelines for the smooth functioning of the channel on a day to day
basis.

In the wake of increasingly complicated supply chains, distribution network design plays a key
role in controlling the cost of doing business. And in a world of shrinking margins, controlling
the cost of doing business can be the factor that puts you ahead of your competitors.

Strategic Productivity Enhancement

GCMMF and Milk Unions have identified the gaps which are hindering the efforts of improving
milk productivity and therefore have envisioned integrated intervention to achieve objectives in
of higher milk productivity and production, titled Strategic Productivity Enhancement of that in
Programme. The concept of this programme is designed with an aim to develop a genetically with
improved animal with high productivity. It initiates with the selection of proper animals, to deal
pure breed cows and buffaloes with high genetic potential by adopting Pure Breeding Program.
Accordingly, 14968 Superior animals having high productivity have been identified under the
programme and their better progeny will be obtained by using 100% pure bull semen. In line with
our objective, during the year we have received the first lot of imported progeny tested Pure HF
semen doses. To further develop the genetic potential of these calves we have planned the Calf
Rearing Programme. Around 45730 calves have been registered under Calf Rearing Programme.

49
The Path of Innovation…

Moving further ahead on the path of innovation, there plan is to enhance & widen our product
portfolio, based on demand and expectations of our loyal consumers. Using insights from there
consumer research and learning from the experience of dairy industry across the world, we will
introduce innovative products customized as per requirement of specific segments of consumers.
In terms of process innovations, we will continue to leverage heavily on information technology
across the entire value-chain of dairy business, seamlessly linking our farmer members in the
17000 villages of Gujarat to millions of consumers across the country. Another following life of
dimension of technological innovation that we plan to emphasize on will be to enhance towards
productivity per animal, with the ultimate objective of increasing milk production as well as in
reducing cost of milk production.

During the year 2014-15, they have plan to continue with there growth trend and will target
at least 21% growth to exceed turnover of Rs. 22000 crores. ‘AMUL’ also plan to further
expand the milk procurement network to cover almost the entire region of Saurashtra.
‘AMUL’ there acknowledged and appreciate the tremendous trust that Indian consumers
have placed on them, over the last six decades.

A zero level of the channel also called a direct marketing channel consists of a
manufacturer selling directly to the final customers. A one level channel contains one
selling intermediary such as the retailer to the final customers. A two-level channel two
intermediaries are typically wholesaler and retailer. A three-level channel is a wholesaler,
retailer, and jobber in between.
GCMMF has an excellent distribution. It is Amul's distribution channel which has made
it so attractive than its competitor. GCMMF’s products like milk and dairy products are
perishable. It becomes that much important for them to have a proper distribution

50
Distribution Chart

We can see from above figure that GCMMF distribution channel is simple and clear. The
products change hands for three times before it reaches to the final consumer. First of all
the goods are stored at the Agents end who are mere facilitators in the network. Then the
products are sold to wholesale dealers who then sell to retailers, and then the product
finally reaches the consumers.

Products

Agents

Wholeseller

Retailer

Consumer

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District Cooperative Milk Producer's Union
(Dugdh Sangh)
The main functions of the union are:

1. Procurement of milk from the village milking societies of the district,


2. Arranging transportation of raw milk from the VDCS i.e.
(Village Dairy Cooperative Societies) to the Milk Union,
3. Providing input services to the producers like veterinary care, artificial insemination
services, cattle-feed sales, mineral mixture sales, fodder and fodder seed sales,
4.
Conducting training on cooperative development, animal husbandry and dairying for milk
producers and conducting skill development and leadership development training for
VDCS staff and Management Committee members,
5. Providing management support to the VDCS along with supervision of its activities.
6. Selling liquid milk and milk products within the district
7. Process milk into milk products as per the requirement of State Marketing Federation.
8.Decide on the prices of milk to be paid to milk producers as well on the prices of support
services provided to members.

Impact of the "Amul Model"

The effects of Operation Flood Programme are appraised by the World Bank in an evaluation
report. It has been proved that an investment of Rs. 20 billion over 20 years under Operation
Flood in the 1970s and 80s has contributed in increase of India’s milk p roduction by 40 million
metric tonnes (MMT), i.e., from about 20 MMT pre-Operation Flood to more than 60 MMT at
the end of Operation Flood.

Thus, an incremental return of Rs. 400 billion annually have been generated by an investment
of Rs. 20 billion over 20 years. India’s milk production continues to increase and now stands
at 90 MMT. Despite this fourfold increase in production, there has not been a drop in the prices
of milk during the period while production has continued to grow.

52
The Amul model has helped India to emerge as the at milk producer in the world.
More than 15 million milk producers pour their milk in 1,44,500 dairy cooperative
societies across the country. Their milk is processed in 184 District Co-operative
Unions and marketed by 22 State Marketing Federations, ensuring a better life for
millions.

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Sales Turnover

Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1225

2008-09 67113 1504

2009-10 80053 1700

2010-11 97742 2172

2011-12 116680 2500

2012-13 137350 2540

2013-14 181434 3024

2014-15 207330 3410

2015-16 229720 3500


54
2016-17 270850 4100

55
Growth Chart

Rs (million)
300000

250000

200000

150000

100000

50000

Amul’s Secret Of Success

The system succeeded because it provides an assured market at remunerative prices


for producers' milk besides acting as a channel to `market the production enhancement
packages.What’s more, it does not disturb the agrosystem of the farmers, and It also
enables the consumer access to high-quality milk and dairy products. Contrary to the
traditional system, when the middlemen cornered the profit of the business, the system
ensured that the profit goes to the participants for their socio-economic upliftment and
the common good.
Looking back on the path traversed by Amul, the following features make it a pattern
and model for emulation elsewhere.

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Amul has been able to:

Produce an appropriate blend of the policy maker’s farmer’s board of management


and the professionals: each group appreciating its rates and limitations.

Bring at the command of the rural milk producers the best of the
technology and harness its fruit for betterment.

Provide a support system to the milk producers without disturbing their agro-
economic systems.

Plough back the profits, by prudent use of men, material, and machines, in the rural
sector for the common good and betterment of the member producers.

Even though growing with time and on the scale, it has remained with the
smallest producer members. In that sense, Amul is an example par excellence,
of an intervention for rural change.

The Union looks after policy formulation, processing, and marketing of milk,
provision of technical inputs to enhance milk yield of animals, the artificial
insemination service, veterinary care, better feeds and the like - all through the village
societies. The union and cooperation of people brought Amul into fame i.e. AMUL
(ANAND MILK UNION LIMITED), a name which suggests THE TASTE OF
INDIA.

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Competition:
PRODUCTS MAJOR COMPETITORS

Cheese and Butter Range Britannia cheese, Mother Dairy Cheese,

Govardhan, Kraft, Neutralite

Mithai Range (Ethnic sweets) Haldirams

Milk Range Mother Dairy, Nestle, Aarey, Gokul

Amul Ice-creams Quality Walls, Mother Dairy, Pastonjee,

Vadilal

Chocolates & confectionery Cadbury, Nestle, Parle

Dahi Mother Dairy, Gowardhan, Danone

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RANGE OF PRODUCTS.

Bread spreads:

Amul Butter.
Amul Low Fat Bread Spread.
Amul Cooking Butter.

Cheese Range:

Amul Pasteurized Processed Cheddar Cheese.


Amul Processed Cheese Bread Spread.
Amul Pizza Mozarella Cheese.
Amul Shredded Pizza Cheese
Amul Emental Cheese.
Amul Gouda Cheese.
Amul Malai Paneer (cottage cheese)
Utterly Delicious Pizza

Mithaee Range (Ethnic sweets):

Amul shrikhand (Mango, Saffron, Pistachio, Cardamom)


Amul Amrakhand
Amul Mithai Gulabjamun.
Amul Mitahi Gulabjamun Mix.
Amul Mitai Kulfi Mix.
Avsar Ladoos

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(ULTRA HIGH TEMPERATURE) UHT- Milk Range:

Amul Shakti 3% fat Milk


Amul Taaza 1.5% fat Milk.
Amul Gold 4.5%Fat Milk.
Amul Lite Slim & Trim Milk 0% Fat Milk.
Amul Shakti Toned Milk
Amul Fresh Cream.
Amul Snowcap Softy Mix

Pure Ghee:

Amul Pure Ghee.


Sagar Pure Ghee.
Amul Cow Ghee

Infant Milk Range:

Amul Infant Milk Formula 1 (0-6 months)


Amul Infant Milk Formula 2 ( 6 months above)
Amul Spray Infant Milk Powder.

Milk Powders:

Amul Full Milk Cream Powder.


Amulya Dairy Whitener.
Sagar Skimmed Milk Powder.
Sagar Tea & Coffee Whitener.

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Sweetened Condensed Milk:

Amul Mithaimate Sweetened Condensed Milk.

Fresh Milk:

Amul Taaza Tonned Milk 3% Fat.


Amul Gold Full Cream Milk 6% Fat.
Amul Shakti Standardised Milk 4.5% fat
Amul Slim & Trim Double Toned Milk 1.5% fat
Amul Saathi Skimmed Milk 0% fat
Amul Cow Milk

Curd Products:

Yogi Sweetened Flavoured Dahi (Dessert)


Amul Masti Dahi.
Amul Masti Spiced Butter Milk
Amul Lassee

Amul Ice-creams:

Royal Treat Range

Butterscotch, Rajbhog, Malai Kulfi

Nut-o-Mania Range

Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond

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Nature's Treat

Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra
Mantra, Fresh Pineapple
Sundae Range

Mango, Black Currant, Sundae Magic, Double Sundae


Assorted Treat

Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta

Utterly Delicious

Vanila, Strawberry, Chocolate, Chocochips, Cake Magic

Chocolate & Confectionery:

Amul Milk Chocolate


Amul Fruit & nut Chocolate.

Brown Beverage:

Nutramul Malted Milk Food.

Milk Drink:

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron, Cardamom, Rose,


Chocolate)
Amul Kool Cafe

Health Beverage:

Amul Shakti White Milk Food

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30

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65
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Amul — Business Model

CONDENSED
GHEE

RAW
MILK

DRIED PACAKGE
SKIMME D
D
MILK
MILK

Every day Amul Collects 7 million liters of milk from 2.6 million formers, converts the
milk into branded, packed products and delivers goods to over 5,00,000 retail outlets across
the country.Its supply chain one of the most complicated in the world.

REASON FOR SUCCESS

Robust Supply Chain.

Low Cost Strategy.

Diverse product mix: - Amul Butter, Ghee, Milk Powder , Cheese, Chocolate, Shrikhand,
Ice Cream, Amulspray, Milk, Nutramul And Amulya.

Strong Distribution network

Technology And E-Initiatives

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PROPER CHANNEL FOR AMUL PRODUCTS.

“AMUL BRAND’’ is known for the Proper Working Strategy & Distribution Channel Of all
its Products, Starting from the Milk Producers to the End Consumer. As it is known for the
varied Range of Products the Distribution Channel is Properly Maintained in such a Manner
that the End Consumer Comes up With a Satisfactory Smile After Trusting & Using “AMUL
BRAND’’.

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‘AMUL BAKERY’ - A NEW INVENTION FROM AMUL BRAND
TAKING A BOOST TOWARDS SUCCESS.

AMUL BAKERY evolve a marketing philosophy that reflects the needs of the
consumer. With products designed keeping both health and taste in mind, AMUL BAKERY
appeals to both health-conscious mothers and fun-loving kids. The great tradition of taste and
nutrition is consistent in every pack on the store shelves, even today. The value- for- money
positioning allows people from all classes and age groups to enjoy amul bakery products to the
fullest.

Amul, the country's biggest dairy brand, plans to expand its fledgling bakery products business
and will soon build a plant that can produce 20 tonnes of cookies a day, a top official said.

"We are looking at a 40% annual growth for cookies, buns and bread that accounted for over
20 crore," Rahul Kumar, MD of the 2,800-crore Amul Dairy said that, "Unlike other brands
which use butter flavour we are using 26% Amul butter in our cookies which consumers will
like," he added.

The dairy cooperative has been selling cookies in chocolate, multigrain, butter and coconut
varieties for two years in the Anand region catering to neighboring markets of Ahmedabad and
Vadodara in central Gujarat. It currently has a manufacturing capacity of 15-20 tonnes of
cookies a month, which it says is not enough to meet demand.

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The company will set up an automated plant at Mogar in Anand within a year, Kumar said.
"We have received good response and feel that we can capitalize on distribution network of the
federation that is experienced dealing with perishable products," he said.

Six months ago, Gujarat Cooperative Milk Marketing Federation (GCMMF) decided to brand
and pack cookies attractively for the Anand market.

RS Sodhi, managing director at GCMMF, however, said the cooperative is in no hurry to take
its non-dairy business national.

Despite becoming 20-crore portfolio for Amul Dairy, its diversification in cookies is yet to
catch the attention of established players such as ‘Parle Products’ (maker of Hide & Seek and
Milano), Britannia (Good Day) and ITC (Sunfeast).

A range of bakery items, including bread, bun and toast, is also on the menu of Kaira District
Co-operative Milk Producers' Union, an important member of GCMMF. Currently, the union
is conducting a pilot run for the products at its facility at Mogar.

According to sources, the union has lined up investments to the tune of Rs 12 crore for setting
up a manufacturing facility with a capacity to produce of 1,00,000 bread packets a day, which
may be enhanced later. It will manufacture biscuits and cakes subsequently.

"The biscuit and bakery items project will go on floors after one or two years," said Rahul
Kumar, managing director, Kaira District Cooperative Milk Producers' Union.

Besides, GCMMF is there with two awesome milk shakes in three different tastes such as
mango, strawberry and banana Which are Ruling the Tongue of Younsters in the Market.

"Awareness about natural taste and wellness is on the rise among people. After the response to
flavored milk, butter milk, lassi, Cool Cafe and Cool Coco, we are going to launch Amul milk
shake in three different varieties with taste of fruits" said R S Sodhi, chief general manager,
GCMMF.

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AMUL ICE CREAM

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HISTORY OF AMUL ICE CREAM

Amul Ice Cream was launched on 10th March, 1996 in Gujarat. The portfolio consisted of
impulse products like sticks, cones, cups as well as take home packs and institutional/catering
packs. Amul ice cream was launched on the plat form of ‘Real Milk. Real Ice Cream’ given
that it is a milk company and the wholesomeness of its products gives it a competitive
advantage.

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.

It has combated competition like Walls, Mother Dairy and achieved the No 1 position in the
country. This position was achieved in 2001 and it has continued to remain at the top.

Today the market share of Amul ice cream is 38% share against the 9% market share of HLL,
thus making it 4 times larger than its closest competitor.

Not only has it grown at a phenomenal rate but has added a vast variety of flavours to its ever
growing range. Currently it offers a selection of 220 products. Amul has always brought
newness in its products and the same applies for ice creams.

In January 2007, Amul introduced SUGAR FREE & ProLife Probiotic Wellness Ice

Cream, which was a first in India. This range of SUGAR FREE, LOW FAT Diabetic Delight
& ProLife Probiotic Wellness Ice Cream is created for the health conscious.

Amul’s entry into ice creams is regarded as successful due to the large market share it was able
to capture within a short period of time – due to price differential, quality of products and of
course the brand name.

While growing at a phenomenal pace, Amul has always taken care to offer delectable flavours
to all age groups across the society. Over the years, Amul has added diverse flavours to its
range of ice creams so that one can have variety of choices.

Amul offers a selection of almost 220 products with flavours ranging from exotic Honey
Banana to Kesar Pista and many more.
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Manufacturing Units of Amul Ice Creams In ‘INDIA’...

1.Mother Dairy – Bhat, India. 5. India Diary Products Ltd. – Kolkata, India.

2. Banas Diary - Palanpur, India. 6. Vidya Diary – Anand, India.

3. Dudhmansagar Diary – Manesar, India. 7. Vasundhara Diary – Tarapur, India.

4. Baroda Diary – Varodara, India.

SOME IMPORTANT FACTS THAT WHY WE CHOOSE AMUL ICE CREAM.

1.VALUE FOR MONEY.

To offer our customers the best quality ice cream at the best price.

2. REAL MILK REAL ICE CREAM.

They offer the finest products made out of real milk. By advertising ‘Real Milk. Real Ice
Cream’ they have established Amul to be a dairy based ice cream and have succeeded in
achieving leadership.

3. ONLY DAIRY BASED ICE CREAM.

Other ice cream brands use vegetable fat instead of milk fat as the main ingredient. Vegetable
fat based ice cream is known as Frozen Dessert. It is the most expensive ingredient being three
times cheaper than milk fat. Amul Ice Cream is the only brand to use Milk Fat making it the
non-rival dairy based ice cream.

Also, dairy based ice creams contain Vitamins A, D, E and K. A child can eat a cup of ice
cream which is equal to a glass of milk.

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The same is not true for Frozen Desserts.

Satellite Dairies

Among satellite dairies we achieved considerable growth in Kolkata market which is very
encouraging. At Kolkata on an average we sold 5.30 lakh litre milk daily besides Ice-Cream,
Flavoured Milk and Curd. Though we have retained a major share of Kolkata market, efforts
are to further increase the sales volume in the same Manner.

At Pune and its surrounding markets we are selling packed Milk, Butter Milk and Curd.
Despite tough competition; I am happy to note that we have been able to improve our market
share.

I am glad to inform you that at Mumbai we have started milk packing from our own most
modern automated plant operating with Robot system which is the first ever such effort in
India. The present capacity of this plant is 10 lakh litres per day (LLPD) which can be
expanded to 20 LLPD. We have started manufacturing of Ice-cream also at this plant.

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AMUL PALOURS:-

Amul "Utterly Delicious" Parlours:-

Amul has recently entered into direct retailing through "Amul Utterly
Delicious" parlors created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai,
Hyderabad and Surat. Amul has plans to create a large chain of such outlets to be managed by
franchisees throughout the country. We have created Amul Parlours at some prominent
locations in the country, which are run by the company or its wholesale dealers:

1. Delhi Metro Rail Corporation


2. The Somnath Temple
3. National Institute of Design
4. Infosys Technologies in Bangalore, Mysore & Pune
5. Wipro campus in Bangalore
6. Ahmedabad Municipal Corporation

"Amul Utterly Delicious" parlours are an excellent business opportunity for


investors, shopkeepers and organizations. In order to come closer to the customer, Amul have
decided to create a model for retail outlets, which would be known as "Amul Preferred
Outlets"(APO).

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STRENGTH.

1.High brand equity and top of the mind brand.

2. Strong network of over 3 million milk producers.

3. World’s largest manufacturer of pouched milk.

4. India’s largest food brand, trusted for its quality.

5.Number of popular milk products like ice cream, ghee, butter, paneer, dahi, milk, etc.

6.Products available at affordable price.

7.Market leader in butter segment.

8.Responsible for white revolution in India.

9. Successful advertising and marketing campaigns.

10.Strong network of Amul retail outlets, stalls and parlours.

11.A popular mascot in the Amul girl.

12. Amul has its base in India with its butter and so can easily promote chocolates without
fearing for loses.

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WEAKNESSES

1. There are various big players in the chocolate market, which acts as major
competitors restricting their growth.
2. Lack of capital invested as compared to other companies.
3. Improper distribution channel in India.
4. Strong competition from international & domestic players in the ice cream segment
means limited market share.

OPPORTUNITIES.

1. There is a lot of potential for growth and development as huge population stay in
rural market where other companies are not targeting.
2. The chocolate market is at growth stage with very less competition so by introducing
new brand and intensive advertising there can be a very good scope in future.
3. Rise in purchasing power of Indian people.

THREATS.

1. The major threat is from other companies who hold the majority share of consumers
in Indian market i.e. Cadburys and Nestle.
2. There exists no brand loyalty in the chocolate market and consumers frequently shift
their brands.
3. New companies’ entering in Indian market like Fantasia fine poses lot problems for Amul.
4. Strong competition from international players.
5. Economic slowdown and inflation.

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MICHAEL PORTER’S 5 FORCE MODEL DEVELOPED FOR
“AMUL”

The Porter's Five Forces tool is a simple but powerful tool for understanding where power lies
in a business situation. This is useful, because it helps you understand both the strength of your
current competitive position, and the strength of a position you're considering moving into.

Conventionally, the tool is used to identify whether new products, services or businesses have
the potential to be profitable. However it can be very illuminating when used to understand the
balance of power in other situations.

1. THREAT OF NEW ENTRIES. As Amul is ruling the Market since many years with a
strong Costumer centric Approach. Our Market is as such Open without any Barriers there are
more chances of New Products & Companies getting entered in the Market.

2. COMPETITIVE RIVALRY. It plays a major role in due to Other Brands like Nestle,
Mother Diary, who have also established themselves with a Strong brand Power in the Market
which are also the Local Players which gives a tough competition to Amul in a Proper
Competitive Way.

3. BARGAINING POWER OF SUPPLIERS. The Bargaining of Suppliers are very Low


who belongs to the Rural side who are weaker in adapting the product bargaining power &
different Strategies used.

4. BARGAINING POWER OF CUSTOMERS. As in open Market Customers has their own


desire & own willingness to purchase a product of a particular quality & brand. Amul also have
there own Competitors ruling customers mind due to there key importance.

5. THREAT OF SUBSTITUTES Availability of other products as substitutes causes a threat


to the existing Products there in the market.

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MARKETING & SALES PROMOTION STRATEGY

Looking at the current Indian marketing scenario, “AMUL” is moving back in time.
An expert says that in the evolution of marketing, before the marketing concept became
popular, there is a selling concept which states that "customers and businesses, if left alone will
ordinarily not buy enough of the organizations products. The organization must therefore
undertake an aggressive selling and promotion effort" In this present scenario, it is true that
companies will survive only if there is a super efficient sales force. The reasons are that
increasingly every product is being commoditized and there is an increase in the power of
retails, information explosion that has given the consumer an unusual power. This has ensured
that without an efficient sales force companies cannot survive.

Even when companies focus on sales effort, concept like segmentatio n should not be
overlooked. For example, there has been lot of effort on increasing credit card usage in India.
Credit card now comes free for life and sales people are just selling credit cards like chocolates.
Is it not wise to look at whether the consumer wants a credit card? Does he like to use one?
Does he have the ability to pay back? Recently a news channel showed a mutual fund agent
giving discounts to a client from his brokerage. What does that mean? It simply means that we
are not practicing marketing. We are just selling....

Many business gurus’ are saying that,” customers are the god or king of the market”. It
can be understood from the fact that the customer is not the king as the companies want the
consumer to be loyal. The real fact is that no company regard customer as the king. Everyone
in the market cares about the money. Marketing is creating and exchanging goods of value
between company objectives are achieved in that process. So what is happening now is this
exchange process. Marketers tried to attract customers by treating them well and thus came the
cliche “customer is the King". It is only economics in play. It is now the choice of the customer
that whether he wants himself to be treated as a king (and pay for it).

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After realizations of the big issue Amul stated to make the marketing and sales
promotion strategy to overcome the problem. Amul is the largest co-operative movement in
India with 2.2 million milk producers organized in 10,552 co-operative societies in 2003-2004.
The country's largest food company, Amul, is the market leader in butter, whole milk, cheese,
ice cream, dairy whitener, condensed milk, saturated fats and long-life milk. Amul follows a
unique business model, which aims at providing 'value for money' products to its consumers,
while protecting the interests of the milk-producing farmers who are its suppliers as well as its
owners. Despite being a farmers' co-operative, Amul has given multinationals a run for their
money. In butter, cheese and saturated fats, Amul has remained the undisputed market leader
since its inception in 1955, by offering quality products at competitive prices. In other
categories, Amul has nullified its late mover disadvantage through aggressive pricing, better
quality, innovative promotion, and superior distribution.

Market Share

The brand positions itself as a brand of both masses and classes, unlike competitors like Nestle.
Gujarat Co-operative Milk Marketing Federation (GCMMF), owners of Amul brand of milk
and dairy products, posted sales of Rs 11,670 crore for the year ended March 2012, almost 55%
more than Nestle India’s Rs 7,541-crore sales.

Amul owns 85 percent share in butter market and 75 percent in cheese share market. It may be
mentioned here that Amul is the market leader in Rs 600 crore cheese market in India with 65-
66% share. It also has 88% market share in butter, 63% share in infant milk and 45% market
share in dairy whitener. Amul also enjoys a 26% share in the 25,000-crore packaged milk
market.With expected growth rate of 20 percent, 12% growth rate can be attributed to price
rise and another 8 percent to rise in demand for dairy products.

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WHAT STRATEGIES IS BEING USED BY “AMUL” TO KEEP THERE NO.1
POSITION IN THE MARKET???

AMUL PRODUCTS LIKE MILK, BUTTER, CHEESE, ICE CREAM & MANY
MORE ARE MOREOVER CUSTOMER CENTRIC SINCE FROM LAST 68 YEARS.

Category Market Share Market Position

BUTTER 85% 1

CHEESE 75% 1

ICE CREAM 38% 1

CHOCOLATE 20% 3

SWEETS 50% 2

As shown in the above table Amul butter is one of the product which is holding
the first position the reason behind it is as such the customers who are known as the king of
Market has made the butter more popular, Instead of competitors of competitors like mother
diary, nestle, Amul Butter is one of the product which is liked & tasted by almost all the Indian
families the reason behind as such is Amul butter is most commonly used in every household.
Amul is made from butter common salt and permitted natural color. It is been marketed from
last from 4 decades. Amul butter composes of fresh cream, milk fat, moisture, salt as well as
curd in specific proportions. Low pricing strategies & trying to cater the low middle class
people in the market.

Launching a puffed-rice centered bar Launched milk / chocolate confectionery


Planning to enter value- added segments. Amul Chocolate made of nutritious taste & tries cope
with all the age group. As the market share holding power is low, the company is trying to
make some innovations regarding the taste & packaging making it more tasty & attractive to
attract more customers.

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Amul Cheese is the one of the brand which is almost liked & tasted by every
individuals. As such of butter the cheese made by amul is not being available in all the parts of
the country, To cater large number of customers amul is all set to make an institutional market.
By which the sales will be almost similar to the other products.

Amul ice cream ruling the market with the first position from many years. The reason
behind this catering No.1 position is the awesome taste delightful flavours & affordable price
with right quantity & quality. Due to its proper justified advertisements & packaging the amul
ice cream is able to hold the No.1 position in the market.

Amul Milk handling the biggest empire of selling Milk 10 million litres per day has
always been on the way of developing the rural side. To hold there position in front of there
competitors like Mahananda, Aarey, Gokul, Amul is on the urge on emphasizing on the price
and develop the entire Market.

Amul Sweets standing on the second most position providing the products like Amul
shrikhand (Mango, Saffron,Pistachio,Cardamom), Amul Amrakhand, Amul Mithai
Gulabjamun, Amul Mitahi Gulabjamun Mix, Amul Mitai Kulfi Mix, Avsar Ladoos. Want to
come up with some other sweet items which can attract more customers because the products
they provide already exist in the market.

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4PS OF AMUL COMPANY: -

a) PRODUCT: -
Tracks consumer needs & their changing lifestyles, & accordingly
develops products to suit their needs. Product quality plays a paramount role & so does
packaging. Amul ice cream has wide range of variety that consists of more than hundred
flavors available in the market including 20 new flavors, which is introduced in
summer. As ice cream is an impulsive purchase item so, its sale depends mostly on
availability and variety.

b) PRICING: -

The main USP of Amul brand is its low pricing. It hits at the transnationals
by reducing its prices on its product portfolio. The competitive advantage is its “backward
integration” strategy, which helps substantially in cost reduction. The price of Amul ice cream
is very less compared to its competitors. In novelty item the price of the flavors varies from
Rs.2 to Rs22. The pricing strategy of Amul is, to target each income group of the society. The
cheaper price of ice cream is meant for targeting the people with low income. Along with the
low-income group Amul is also targeting medium as well as the premium segment by providing
different flavors at different prices.

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c) PLACE: -
Any food company requires a dedicated cool chain network. Amul boasts of
the largest cold chain network (18000 refrigerators) in India, as compared to any other
company. It is surprising to note that it sells pizzas in rural markets too! The distribution
of the ice cream in Delhi is done through exclusive Amul outlets situated in various
locations. In Delhi, Amul has eleven distributors who supplies ice cream to more than
3000 outlets. These eleven distributors are responsible for their respective areas.

d) PROMOTION:-
Amul spends very less on its advertising budget, but spends it very
effectively. It has the power of an umbrella brand Amul, which is highly respected
brand name & enjoy the trust of 1000 million households. Thanks to its brand mascot,
the Amul girl, the co-operative has been able to get away with spending just one per
cent of its revenues on advertising. In contrast, its competitors spends anywhere
between 7 to 10 per cent on advertising. Amul positioning is “Value for Money”. It
uses the services of Da Cunha Associates & FCB Ulka for its advertising efforts. Amul
is a well-established brand name of GCMMF. For promotion of the ice cream the
company gives advertisement in newspaper and magazines. It gives glow sign board to
every retailers and also makes wall paintings on there request. Amul uses their punch
line ---“Real milk real ice cream” for the promotion.

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Amul Production Facilities

One of the best-known examples of policy success in India has been the “successful
implementation of white revolution” and equally celebrated is the role of the brand in making
this event a big success.

From two diary cooperatives and 250 litres of milk per day to a network of 31 lakh dairy
farmers, who are members of more than 15,000 village co-operatives.

Milk producers sell their produce to village co-operatives, which is affiliated to district milk
co-operative union and then in turn to the state level milk marketing federation. A network of
8000 distributers makes Amul products available at over 4 lakh retail outlets in India.

PRODUCTION OF “AMUL PRODUCTS” TOOK A HIKE...

The year under review has witnessed tremendous demand in Amul products. All the products
like Milk Powder, Butter, Flavoured Milk, Chocolate, Ice-cream, Paneer, Ghee, Cheese, etc.
have shown increased demands. Amul have been able to produce quality products meeting
international standard adopting latest technologies satisfying customers world over. At Anand
the production of Butter, Milk Powder and Ghee have witnessed an increase of 12%, 15% and
38% respectively. The Khatraj Cheese Plant production witnessed 12% increase and we have
taken up production of value added products and successfully developed new variety Edem
Cheese. The whey powder of world class quality produced at our plant has been accepted well
in the market. The whey powder production at our Whey Drying Plant at Khatraj indicated an
increase of 14% compared to last year. The Bakery Plant has witnessed significant increase in
production of Bread, Toast, Bun, Chocolate & Butter Cookies. During the year we have
produced 940 MT Amul PRO which is three times more than last year. Our production of
Delicious/Amul Lite witnessed growth of 12% & 10% respectively. There has been significant
demand at West Bengal markets and we have produced 39.50 lakh litres Ice-cream and 45 lakh
litres of Flavoured Milk to cater to this market. Increased demand and acceptance of our
products in West Benga l markets gives us further confidence to make more efforts to sell more
in this market.

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Amul’s Marketing Strategy

In order to maintain costs at lower levels, Amul India has never spent more than 1% of its
budget on advertising. However it has still been successful in creating the same impact, it
created 60 years ago through its simple yet appealing ad campaigns.

Talk about universally recognizable Brands grown in India, and one prominent contendor is
the Amul mascot, a cute and chubby girl usually dressed in a polka dot. Over 45 years of
existence, the brand has always given a fresh flavour to Amul Mascot.

The Amul Girls and its new Witty avatar was the brain child of Sylvester da Cunha, the
managing director of the advertising agency AS. The ads were designed as a series of hoardings
with designs relating to day-to-day issues.

Amul Dairy Cooperatives, on the occasion of completing its 50 years of advertising, launched
a book called ‘Amul India’.

POINTS WHICH DESCRIBE MARKETING POWER OF “AMUL”

The moppet who put Amul on Indias breakfast table50 years after it was first launched, Amuls
sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997.
No other brand comes even close to It. All because a thumb-sized girl climbed on to the
hoardings and put a spell on the masses.TheAmul girl was the brainchild of SylvesterdaCunha,
the managing director of the advertising agency . The ads were designed as a series of hoardings
with designs relating to day-to-day issues.
The brand recall for the Amul girl is phenomenal across India today. And the biggest reason
for this is the topical nature of the ads.TheAmul ads have witty one- liners which capture
relevant events that have caught the fancy of the nation.

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Not only this, very innovatively AMUL presented its new brand strategy—
The utterly butterly girl to come alive! On Mumbai, Dec 29, 2000: After becoming
everyone’s favorite little "utterly butterly delicious" girl through print and television ads, the
Amul Butter Girl came alive .The search for an Amul Butter Girl and an Amul Cheese Boy
ended in January 2000, when the Gujarat Cooperative Milk and Marketing
Federation(GCMMF) announced the real life Amul Butter Girl and Amul Cheese Boy through
a national Amul Surabhi search contest.Acknowledged GCMMFs assistant general manager
RS Sodhi: ``The contest was meant to generate enthusiasm among students in every village and
town. This also helped Amuls brand building exercise.

AMUL PRODUCT PACKAGING.


Amul’s Marketing Strategies were always been customer centric. Thus, it is kept in mind that
the packaging of all Amul products appeal to the emotional side of the consumers.

USE OF EXPRESSION
For example, the human facial expression of delight on the cheese variant packing reveal the
pleasure people derive from consuming cheese & cheese products.

INFORMATION
Also, the need to highlight the nutrient value & best possible use of the product is an important
feature of all Amul products packaging.

PROTECTION
Recently Amul has focused largely upon capturing the branded tetra pack market with,
variants that would last for over 2 weeks to three months even without refrigeration.
For Example:- Amul Moti, a new variant toned milk is priced a little higher than the fresh milk
pouch. The UHT (ULTRA HIGH TEMPERATURE) treated milk is then packed in five layered
special pouch to increase its self-life to 90 days.

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WHAT ARE TRIVIAL STRATEGIES???

When AMUL was formed, consumers had limited purchasing power & modest consumption
levels of milk & other dairy products. thus, AMUL adopted: -
Low-Cost Price strategy was adopted to make the product affordable & alluring to consumers
by guaranteeing them value for money.
The main aim of Amul is to provide quality products to the consumers at minimum cost.
The goal of Amul is to provide maximum profit in terms of money to the farmers.

Low cost of production of AMUL: - Milk production is scale insensitive and labor intensive.
Due to low labor cost, cost of production of milk is significantly lower in AMUL. Moving
consumers to loosen milk to packaged milk and gradually move them up the value chain (tetra
pack to beverages) Being exposed to a brand , it is natural for a customer to use more products.
1. Product Positioning Strategy
2. • India’s first Pro –biotic Wellness Ice cream& sugar free delights for diabetics.
3. • Amul launches FreshPaneer “free from harmful chemicals”.
4. • Low priced Amul Ice creams made Kwality Walls life hell.

Effective Segmentation Wide range of product categories caters to consumers across all
market segments.
Eg:-Amul Kool is targeted at children, teenagers prefer Kool Café as it has a cool imagery
associated with it. Segmentation is not as easy as in Curd and low fat products due to mixed
audiences. Eg:- Ghee , Butter & Cheese In India, the most used spread is Ghee, than butter ,
cheese , low fat butter , margarin, cheese spread & mozzarella cheese.
Changing the Retail Environment Striking out on its own with AMUL outlets or parlours to
deliver consumers total brand experience. Product Repositioning Amul marketed bottled water
named “Jaldhara”due to its less potential in the market and launched “ Narmada Neer”

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The three-tier "Amul Model”

The Amul Model is a three-tier cooperative structure. This structure consists of a dairy
cooperative society at the village level affiliated to a milk union at the district level which in
turn is federated into a milk federation at the state level. Milk collection is done at the village
dairy society, milk procurement and processing at the District Milk Union and milk and milk
products marketing at the state milk federation. The structure was evolved at Amul in Gujarat
and thereafter replicated all over the country under the Operation Flood programme. It is
known as the ‘Amul Model’ or ‘Anand Pattern’ of dairy cooperatives.

The main functions are:-

Collection of surplus milk from the producers of the village and payment based on
quality and quantity,

Providing support services to the members like veterinary first aid, artificial
insemination services, cattle-feed sales, mineral mixture sales, fodder and fodder seed
sales, conducting training on animal husbandry and dairying,

Selling liquid milk for local consumers of the village,

Supplying milk to the District Milk Union.

VILLAGE
LEVEL

STATE DISTRICT
LEVEL LEVEL

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FUTURE PLANS OF “AMUL” TO ACHIEVE THE PATH OF SUCCESS…

Amul's on a roll these days, with the Indian dairy industry going through what R.S. Sodhi calls
a "golden phase." The brand has seen a compounded annual growth rate of 20% over the last
five years and the supply of milk has been rising to meet demand, albeit with a steady increase
in procurement prices, which suits GCMMF, since it is owned by producer co-operatives. "Our
strategy can be summarized in three words - expand, expand, expand," says Sodhi. "We have
set a turnover target of Rs 30,000 crore for 2018, which is very achievable. But first we need
to invest in increasing milk procurement, processing capacities and distribution."

Amul's milk producer unions are putting their money where the milk is, with capital
investments of Rs 3,000 crore. The Kheda district union recently inaugurated a new plant in
Virar, near Mumbai, and is setting up another processing facility in Kolkata. The Sabarkantha
district union has invested in Rohtak, while the Banaskantha union is investing in creating
capacities in Faridabad and Kanpur.

While butter will continue to be made in Gujarat, Amul is decentralizing capacities for other
value-added products. To market the increased volume, it is expanding the reach of Amul's
distribution network, which has traditionally tended to be focused on the larger cities. "We
want to be able to reach towns with a population of less than 20,000. After all, the same TV
ads are seen there as in the cities. Disposable incomes are rising and people there can afford to
buy an Amul ice cream cone or a bottle of Kool," says Sodhi.

After the big success of Masti buttermilk, Kool milk shakes - recently repackaged in coffee, as
well as traditional flavours like elaichi, kesar, rose and thandai - are Amul's next big thing.
Sodhi believes that it will be value added products like Kool, rather than plain milk, which will
lead the way in rural markets. But dairy products require refrigeration and the biggest challenge
to distribution in the hinterlands is extending the cold chain. Devendra Shah, chairman of Parag
Milk Foods, which owns the Go brand, has been wrestling with this problem for some time and
says: "There is demand, but the impediment is the high freight cost to this large geography,
fractured cold chain and large number of retailers to be serviced in the chain."

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As the market leader, Amul is set to lead the way. For one, it is investing in setting up new
company-owned depots in smaller towns. For example, Kharagpur, which was earlier under
Asansol, now has a depot of its own and so does Aurangabad, which was fed from Pune.
Second, it has introduced a new layer in the distribution channel called a 'super distributor',
who operates at district level and supplies to sub-distributors at the taluka level. "We have
already appointed 250 super distributors, each with 50 subdistributors. Business from these
areas has increased by 15% already," Sodhi.

On the procurement side, Sodhi believes an increase in profit margins for the dairy farmers is
crucial to keeping up supply, especially in an industrialized state like Gujarat. "Dairy farming
is still a back-of-the- house enterprise in our country, so the costs are not high. But the young
generation of farmers needs to be motivated with adequate profits if they are to continue with
this activity. They have many options, including industrial jobs. I think that will a challenge as
we go forward," he says.

Amul has come full circle. From selling village-procured milk to the cities, it is now selling
value added dairy products back to the villages. It's a symbol of how rural India has changed
and developed. Bharat, it seems, is getting a taste of India.

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Corporate Social Responsibility, “The Amul Way”

Corporate social responsibility (CSR) has been defined as the “commitment of business to
contribute to sustainable economic development working with employees, their families, the
local community, and society at large to improve their quality of life, in ways that are both
good for business and good for development.”

Indeed, a very tough task. Most businesses would certainly flounder in not being able to achieve
at least one or many of those expectations. But AMUL has shown the way. CORPORATE
SOCIAL RESPONSIBILITY-THE AMUL WAY CSR-sensitive Business Philosophy To
serve the interests of milk producers and To provide quality products to consumers as value for
money. CSR-orientation To Distributors & Retailers CSR-oriented To Staff.

AMUL RELIEF TRUST A devastating earthquake hit Gujarat on 26th January 2001. The
epicenter of the quake was located in Kutch district. GCMMF formed a specific organization
named “Amul Relief Trust” in 2001 with a donation of Rs. 50 Millions for reconstruction of
the school buildings damaged in the earthquake. The Trust reconstructed 6 schools damaged
by the earthquake.

Green Gujarat Tree Plantation Campaign The milk producers of Gujarat Dairy Cooperatives
are conducting mass tree plantation drive every year on Independence Day for last three years

. The idea is "one member five tree (2009). The entire plantation activity is coordinated at all
the three tiers of Anand pattern - at village, district and state level dairy cooperatives
CSR undertaken by Amul Encourages woman to participate in dairy co-op societies. To
develop and enhance leadership skills and qualities among women. Amul’s member unions
organized three self managing leadership workshops at PRAJAPITA, BRAHMAKUMARIS,
MOUNT ABU. 3100 women participated in this programme. Organization of AMUL YATRA
in Anand .Amul has been also implementation with TSC (TOTAL SANITATION
CAMPAIGN) to improve the sanitation at village level. There aim is to Complete the built up
of 6882 toilets over 73 societies. They are also on the urge of providing interest free Loans to
the Farmers.

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GREEN GUJARAT TREE PLANTATION CAMPAIGN BY MILK
PRODUCERS OF DAIRY COOPERATIVES
Amul Coops plant more than 311.98 lakh trees.
Milk Producer members of Gujarat Dairy Cooperatives- better known as AMUL have been
celebrating the nation's Independence Day in a novel manner by planting lakhs of saplings
across Gujarat and have taken up an ambitious plan to save the environment by planting trees,
making India green and thereby reducing the effects of global warming. The milk producers of
Gujarat Dairy Cooperatives are conducting mass tree plantation drive every year on
Independence Day for last five years. In last five years (2007 to 2011) the milk producers have
planted around 311.98 lakhs trees). The most striking feature of these entire programmes was
that it has been initiated by milk producer members of the dairy cooperatives. The unique fact
about the programme was that the milk producer members took up the oath to protect tree
saplings till it survives and grows into tree.

Over the years, due to intensive agriculture and dairying various natural resources are getting
consumed at faster pace in Gujarat state of India. The state level apex body of dairy farmers in
Gujarat gave a serious thought in this direction and discovered a novel idea for giving back to
nature. The idea was "one member one tree" plantation on our 60th Independence Day - 15th
August 2007.To put this idea in to the practice a design team constituting of representatives of
member unions were formed. The team accepted the idea by heart and immediately decided to
spread it among farmer members of village dairy cooperative societies. Then the idea was
communicated to farmer members and they all welcomed it and enthusiastically agreed to
implement the idea.

For smooth implementation of the idea, the design team chalked out the road map for various
activities. Execution teams were formed at district union level to give final shape and put the
plan in action. Village level coordinators were identified and they were trained to streamline
activity of tree plantation. Various awareness materials were prepared. Through various
communication media farmer members were made aware of benefits of tree plantation and tree
plantation activity scheduleThe entire plantation activity was coordinated at all the three tiers
of Anand pattern - at village, district and state level dairy cooperatives. On 15th August, 2007,
after the flag.

93
hoisting ceremony, each member took an oath to plant saplings and ensure that they grew in to
trees. Then individually they planted sapling on their own at their identified locations like their
farm, near their home, on Farm bunds, etc. They have taken necessary care to ensure that this
sapling survives and they also reported regarding the survival to village level coordinator and
district milk unions after five months. In this way, 18.9 lakh trees were planted on 15th August
2007.

This was just the beginning. Henceforth, the Village Dairy Cooperative Societies of Gujarat as
a mark of respect for our nation decided to conduct such event on every Independence Day and
accepted 15th August (Independence Day) as a"Green Revolution Day by

Afforestation to Protect Mother Earth from Pollution, Climate change and Global
Warming".

But all this required immaculate planning and execution. An action plan of tree plantation
programme was drawn up months back in advance. After the identification of the chief
coordinator for each district milk union, the organization of a task force for the programme was
put in place. Roles and responsibilities were assigned to each member and area of operation
allocated. After preparing the overall action plan, each union issued a circular to the Dairy
Cooperative Societies regarding the programme and arranged meetings with the societies
covered. At the village level, coordinators were identified in respect of the villages to be
covered and the number of saplings required. Along with logistical arrangements direct contact
was established with different agencies for receipt of saplings. Pointwise methodology for
implementation of tree plantation programme on such a mass scale is as following.

In year 2009 and in year 2010, in mass tree plantation programme around 84.24 and 83.5 lakhs
tree saplings were planted respectively. The programme was conducted on "One member,
Five tree" basis. Further, this year 2011 around 72.6 lakhs trees were planted, the
programme was carried out as per the same process and procedures followed in last year.

Hence, in last five years, milk producers of GCMMF planted around 311.98 lakhs tree
saplings in 21 districts of Gujarat. By doing so, milk producers of Gujarat Dairy Coope
datives have shown their concern, awareness and commitment for betterment of
environme nt.Yearwise details of tree plantation and survival of tree saplings planted is as
under.

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Sr. Year of tree No. of trees planted No. of trees Survived Survival
No plantation (in lakhs) (in lakhs) percentage
1 2007 18.90 11 58
2 2008 52.74 26 49
3 2009 84.24 38 45
4 2010 83.5 39 47
5 2011* 72.6 34 47
Total 311.98 148.122 47

This effort to provide green cover to the earth was also acknowledged when the state level

apex body of Gujarat Dairy Cooperatives - GCMMF received four successive prestigious

"SRISHTI's G-Cube Award"-2007, 2008, 2009 and 2010 for Good Green Governance in
the "Service Category".

Further, "Amul Green" movement has also been awarded by International Dairy Federation for
best environment initiative in the "sustainability category" during the 4th Global Dairy
Conference held at Salzburg Congress Center, Austria on 28th April, 2010.

It has been estimated that when one tree is cut, in monetary terms there is loss or Rs. 33 lakhs
(Oxygen worth of Rs. 5.3 lakhs, Land Fertility of Rs. 6.4 lakhs, Rs. 10.5 lakh for reduction of
pollution of atmosphere and Rs. 5.3 lakh towards Flowers / Fruits and habitation to birds -
animals). But the benefits that accrue to mankind when a tree is planted cannot be measured in
money and is priceless.

The producer members of GCMMF have really set an example for all the cooperatives and
other institutions to turn India green in the era of Global warming and environmental crisis.

When 3 million dairy farmers of Gujarat have planted more than 311.98 lakh trees in just five
years and are planning to plant more trees every year, they are doing an invaluable - truly Amul
- service to the society.

In an era of global warming, Amul is contributing its share in making Gujarat lush green. In
this way, the milk producers of Gujarat are ushering in a silent revolution of greening Gujarat.

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“Amul” has Competitive sustainable advantage (CSA) over its competitors

Amul’s CSA lies in its procurement part, the ability to collect 7 million liters of milk
from 2.6 million formers, convert them into goods worth Rs 6 crore and

distribute them to 5,00,000 retailers across country, is not easy. No other dairy in
India has such a sustainable procurement network.

Managing the large-scale supply chain of Amul which begins from milk producer
and ends with supply to customer from retailer is very critical job. It requires lot of

dedication and hard work from all members of the corporation and also distributors
and retailers across country.
Intelligent Marketing of Amul.

One of the most conservative FMCG entities GCMMF-Spends a mere 1% of its


turnover on the promotions.

Amul butter girl is one of the longest run ad campaigns in the country for 41 years.

Intelligent marketing of milk, ice cream and butter milk.

GCMMF (AMUL) Beats Recession, Achieves, A Turnover Of Rs. 6700Crores (June


05, 2009)

Entered in the Guinness Book of World Records for being the longest running
campaign Ever.

Providing a product that works as claimed, is accompanied by decent


service, and is delivered on time.

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ADVERTISEMENT DONE BY “AMUL” TO PROMOTE THERE
BRAND.

In 1966, Amul hired Sylvester daCunha, then managing director of the


advertising agency AS to design an ad campaign for Amul Butter. daCunha designed a
campaign as series of hoardings with topical ads, relating to day-to-day issues.It was popular
and earned a Guinness world record for the longest running ad campaign in the world. In the
1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar had been involved with
sketching the Amul ads; the latter rejected the trend of using celebrities in advertisement
campaigns. Dabholkar credited chairman Verghese Kurien with creating a free atmosphere that
fostered the development of the ads.

Despite encountering political pressure on several occasions, daCunha's agency


has made it a policy of not backing down. Some of the more controversial Amul ads include
one commenting on the Naxalite uprising in West Bengal, on the Indian Airlines employees
strike, and one depicting the Amul butter girl wearing a Gandhi cap.

Its advertising has also started using tongue- in-cheek sketches starring the
Amul baby commenting jovially on the latest news or current events. The pun in her words has
been popular. The Amul ads are one of the longest running ads based on a theme, now vying
for the Guinness records for being the longest running ad campaign ever.

Since 1967 Amul products' mascot has been the very recognizable "Amul baby"
(a chubby butter girl usually dressed in polka dotted dress) showing up on hoardings and
product wrappers with the equally recognizable tagline Utterly Butterly Delicious Amul. The
mascot was first used for Amul butter. But in recent years in a second wave of ad campaign for
Amul products, she has also been for other product like ghee and milk. She is probably one of
the most enduring mascots in the world.

Amul being a perfect in Promoting there Products through various Campaigns,


uplifting some or the other social issues, Issues which can create an awareness among the
people about a particular topic is being picked up by ‘AMUL’.

For them promoting there brand is little more easy through media as such like
being the Main Sponsors & Associate Sponsors for various Reality Shows & Programs.

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SOME POPULAR HOARDINGS PUT FORTH BY AMUL.

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Latest Amul hoarding pays homage to Dev Anand

Known for its creative campaigns, this butter brand has yet again come up
with something that touches your heart and soul

The recent Amul ad that pays tribute to the late legend has opted for a caption that’s a famous
song from his movie Hum Dono (1962). Summarising the vivacious veteran’s life in just one
line – Main Zindagi Ka Saath nibhata chala gaya, the creative team behind the campaign
couldn’t have come up with a better idea. As Dev saab has and always will be remembered
as an evergreen person, the hoarding doesn’t fail to mention the most prominent aspect of his
personality, his liveliness, by labelling themselves as the ‘evergreen butter’. The ad is sure to
take you back to the black and white era , wherein everything was as soulful and indigenous
as the hearty Dev Anand. We appreciate the brand’s initiative of coming up with a concept
that venerates the most exuberant man of Indian cinema without sounding buttery, however
ironic it may sound. And the creative tinge in the poster makes it all the more interesting, just
the way a typical Amul hoarding has been since ages.

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REVIEW OF LITERATURE

Amul : A Cooperative with a Brand


Dr. Ritesh Dwivedi, Lecturer, Amity School of Rural Management,
Amity University, Sec-
125, NOIDA.
Abstract
This paper describes success story of a cooperative institution (AMUL) which has touched the
level of excellence as top corporate players. Cooperative has farmers as members and they
used to sell their milk collectively under cooperative framework to maximize profits and
increase bargaining power. Profitability of a cooperative is heavily depends upon maintaining
balance between farmer’s ownership in cooperative and professional management. Objective
of this paper is to review the AMUL story, derive core practices responsible behind the success
of Amul and find how branding has played a role in AMUL’s phenomenal growth. In AMUL’s
case Marketing strategy and Branding have been the mantras of success as AMUL Brand is
one of the super brands of Indian market and it has established its contract with customers
showcasing its higher quality standards, justified and correct pricing strategy & product
availability in every part of India. This paper is based on secondary data collected through
different websites, magazines and newspapers. Importance of a strong brand has been focused
and Amul branding strategy has been discussed with brief description of market share of
different Amul products. This paper has been divided in Introduction, Evolution of
Cooperative, Brand Building, Range of Products and Conclusion. It has been emphasized that
Cooperative always stands strong if democratic, participatory, and efficient management
have been developed to run it. At the end, it has been concluded that Amul stands profitable at
same time competitive due to three strong practices namely Branding, matching supply and
demand and professional management.Introduction Amul represents a fantastic success story
before us and it shows, cooperatives can be an integral part of economic growth in developing
nations. It has been established from the case of Amul that government can be an important
catalyst, policymaker and moreover a support institution
but should not be a market player in itself. In every cooperative segment government
interference should not be as it hampers the institution building and obviously decision making
process also. Daily milk sale is an essential part of India’s farmer’s income having cows/
buffaloes. Before Amul, entire process starting from collection of the milk upto selling it and
collecting payments was infected with inefficiency and unfairness. Role of middlemen was so
strong that farmers had to sell their milk on their prices. In these conditions, farmers were so
much exploited and on the other hand, there was no alternative option rather than forming
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farmer’s own cooperative. Amul has organized over 10,000 village cooperatives, designed and
implemented multiple interventions along the value chain. Together these cooperatives bring
thousands of liters of milk to market daily, which makes them the leading player in the Indian
milk industry.
Evolution of Cooperative AMUL was formed in 1946 and this brand name has been managed
by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) which is jointly owned
by 2.6 million milk producers in Gujarat. GCMMF is India’s largest food products marketing
organization. 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 consumer by providing quality
products which are good value for money.
White Revolution of India was a historic success because AMUL business concept was part of
it. Every day, AMUL collects 447,000 litres of milk from 2.12 million farmers (many
illiterate), converts the milk into branded, packaged products, and delivers goods worth Rs 6
crore (Rs 60 million) to over 500,000 retail outlets across the country. Today, AMUL is a
world player because of its high quality products, vast co-operative network, indigenous
technology, marketing strategy & member farmer’s belief. Amul has transformed the process
for millions of small farmers by using an automatic, computerized collection system which
reduces the time for weighing, quality testing and payment processing from a few hours with
payment days later, to five minutes and immediate payment. Each day, milk is collected no
more than 10 miles from the farmer, with this nationwide, decentralized, collection process.
Amul developed a computerized quality testing machine, which makes the process transparent
and fair to the farmer, and buys
exclusively from women—a decision which has increased the status of the women, while
developing a positive brand image for India's largest food products business. AMUL is a name
widely recognised and respected, not just in cities and towns, but in villages as well. AMUL is
a company that strongly pushes itself as an Indian company. For its own sake it works well
because it relies extremely heavily on domestic sales. One reason that AMUL is the giant it is
because as said earlier it’s built on the back of a co-operative movement. It encourages women
and farmers to collect milk from their cows and pass it on to them for a price. That way it has
been able to morally empower them. The flipside of the same movement has been a very
strong source as the starting point to AMUL’s supply chain. By managing milk supplies from
the cattle farmer and sending it straight to the factory, it’s been able to eliminate the
middleman. This gives AMUL an edge over its competitors. They used this strong supply chain
for maximising their market share and also, started making such consumer products that have
traditional market. They always anticipated the right type of product at the right time. Most of
these products remain to be products derived from milk like butter, cheese, packaged milk
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beverages, chocolates; etc. Brand building of Amul Advertising of AMUL has been excellent
till today as they know the pulse of a common Indian as well as modern youth. Certainly it has
helped that those responsible for keeping the AMUL name in the public eye have used
considerable imagination. ‘The taste of India’ campaign has proved to be a trend setter. In
today’s world the brand name serves in as a contract towards a common consumer. It is the
assurance to the buyer that her specifications will be met. It is the seller’s assurance that quality
is being provided at a fair price. You have to renew constantly your brand to use it as a contract.
When the brand fails to meet the customer’s expectations then the contract loses its value or
we can say that faith of consumer dips. AMUL has constantly reviewed its marketing and
branding strategy that it’s contract with
consumers never dishonored. It is also a fact that when AMUL first thought of exporting to
West Asia and even to the United States, it was because of the loyalty of AMUL customers
who, even when far from home, still craved our ‘taste of India’. Survival of the brand depends
upon its quality and if it does not equal or exceed what the buyer expects the sell drops. Quality
is a vital ingredient of a good brand. Remember the “core benefits” – the things consumers
expect. These must be well,consistently. While selling food product, the brand must always
represent the highest hygienic & bacteriological standards. Taste characteristic and it should
be just delicious. A customer will be always satisfied a lot if he gets gets what he pays for.
AMUL has always cared for common consumer and supplies far better qulity product than
others. The price tag of AMUL products have always focused to increase its market share and
certainly not at the cost of exploiting the consumers. Even when adverse conditions have
reduced supplies of products like butter, AMUL have resisted the common practice of raising
prices, charging what the market would bear. Availablity is another important criteria for
increasing the sale. If company spends a lot to create a positive brand image but the distribution
network is unable to supply the customer who wants to buy it, then the whole campaign can
fail like anything. Over the years, AMUL have built what is probably the nation’s finest
distribution network. It reaches hundreds of cities and towns through a cold chain that not
only ensures that products are available, but they reach the customer at the farthest end of the
country with the same quality. AMUL used not only TV campaigns but also road and poster
campaigns. That’s why it has very deep reach in rural / urban areas of the country.
Occasionally, companies can commit some mistakes – or, its customer may think they have
made a mistake. But progressive marketing strategy always says that customer is always right.
AMUL have very efficient complaint redressal system. They always listen to customer
complaint and correct it as it can be. For more than fifty years, AMUL has served its consumer
with higher degree oof commitment. Established as a super brand of India, AMUL means
quality, value for money, availability and
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service.
Amul range of Products AMUL defending its turf has changed retail environment, striked out
on its own, with AMUL Outlets or parlours to deliver consumers total brand experience.
Launched in 2002, there are now 400 AMUL parlours across the country, which contributed
3% to the brand’s total turnover last year. AMUL parlours are today present on campuses of
Infosys, Wipro, IIM-A, IIT-B, Temples, Metro rail and railway stations in Gujarat. AMUL is
the largest milk brand in Asia, marketing more than 30 different brands of dairy products like
cheese, ice-cream, condensed milk, ready-to-eat pizza, beverages etc. AMUL Kool and Kool
Café are doing well. AMUL has done well defending itself against names like Mahananda,
Vijay, Milma and other co-operative milk brands and also against FMCG and F&B brands like
Britannia, Nestle and Mother Dairy. AMUL has largest chunk of market share of mare than 86
% . AMUL has introduced a number of diverse range of varied products like cooking butter,
low fat butter etc along its main product.
Hence covering all the segments in which a competitor can enter, thus creating strong barriers
and in turn playing offence to defend its market position AMUL ice creams has 24.75 % market
share in caparison to Mother Dairy share of 8.66% & the market leader HUL- kwality walls
share of 28.22%. AMUL is constantly engaged in deriving its counter strategy to grow its
market share. AMUL has offered Pro-biotic Ice-creams for health concious individuals. This
can be a promising product to keep family healthy and strong. The
product was launched with this in view. AMUL chocolate market share is merely 10 %
compared with 70 %share of the market leader, Cadbury. AMUL is reworking its strategy in
the chocolate category to push its chocolate product sales. AMUL's strategy is to identify the
market gaps and fill them suitably.

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Research Methodology

“Market research is the systematic design, collection, analysis, and reporting of data
and finding relevant to a specific marketing situation facing the company.”
An active marketing research involved five steps:

Defining the Problem and


Research Objective

Developing the Research Plan

Collecting the Inform ation

Present the Finding

Analyzing the Information

KEY STEPS INVOLVED IN MARKETING RESEARCH:


Defining the Marketing Problem to be tackled and identifying the market
research problem participating in the task.

A.Background
1.Purpose or Objective of Marketing Research Tracking
2 Identify the problem.
3.Information requirement & Source of Information

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B. Research Methodology
4.Sampling
5.Field Work
6.Research Limitations

C. Measures or Primary Tabulation, Analysis & Interpretation D.


Findings, Conclusion & Suggestion

Every day when we open the newspaper or see T.V. channels we bombarded with the
advertisements, designed by the marketer that draws the customer’s brain in the
organization.
Ad tracking, also known as post-testing or ad effectiveness tracking is in-market
research that monitors a brand’s performance including brand and advertising
awareness, product trial and usage, and attitudes about the brand versus their
competition.
Depending on the speed of the purchase cycle in the category, tracking can do continuously
(a few interviews every week), or it can be “pulsed,” with interviews conducted in widely
spaced waves (ex. every three or six months). Interviews can either be carried out with
separate, matched samples of consumers or with a single (longitudinal) panel that
interviewed over time. Since the researcher has information on when the ads launched, the
length of each advertising flight, the dollars spent, and when the interviews conducted, the
results of ad tracking can provide information on the effects of advertising.

A. Background

1. Purpose or Objective of Marketing Research & Market Penetration


To Consumer awareness and perception analysis for new TVC Dairy products

To understand the consumers’ awareness level, perception about Amul Product


advertisements especially new TVC of Amul Dairy Product

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The purpose of ad tracking is generally to provide a measure of the combined effect of
the media weight or spending level, the effectiveness of the media buy or targeting, and
the quality of the advertising executions or creative. Advertisers use the results of ad
tracking to estimate the return on investment (ROI) of advertising and to refine
advertising plans. Sometimes, tracking data are used to provide inputs to Marketing Mix
Models which marketing science statisticians build to estimate the role of advertising, as
compared to pricing, distribution and other marketplace variables on sales of the brand.
Related Sub Objectives-

To know the relationship of sales with Market Penetration.

To understand awareness of people towards New Amul Dairy Product.

To know in which segment Dairy products are mostly like/preferred.

To know which are the local competitors of Amul

know the preference of Amul Dairy Products in comparison to Other


major competitive brands.

To know the factors which affect consumer’s buying behavior


to purchase the Amul Dairy Products.

2.Research Problem

Increase the awareness level of AMUL Dairy Product

To find the performance of AMUL MILK vis-à-vis other Brands.

To know the consumer psyche and their behavior towards AMUL Dairy
Product.

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3. Information requirement & Source of Information

First, I had to know about all the competitors present in the Dairy
Products.

segment (Reputed and well-established brands as well as Local brands).

Before going for the survey, I had to know the comparative packs and prices
of all the competitors existing in the market.

Since Dairy is a product that attracts everyone hence, I had to trace the market
and segment it, which mainly deals with people of various age groups.

As Amul Dairy Products advertisements primarily done through hoardings but


on television, the ad is being telecasted timely and at the proper time or not.

Information on when the Products launched, the length of the money spent,
and when the interviews conducted.

B. Research Methodology or Research Design


1.SAMPLING
1) Sampling Technique Non-probability sampling
2) Sample Unit Horeca which buy Amul Diced
Mozzarella and Cheddar Cheese and
Butter
3) Sample size 20 respondents
4) Method Direct interview through the
questionnaire.
5) Method for calculation: Software-Excel
6) Data analysis method Graphical method.
7) Area of survey South Mumbai Region

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2. Field Work- Method Used For Data Collection

Questionnaire was prepared to keep the objective of research in mind.

Questions were asked to respondents as regards to their willingness to


purchase Amul Diced Mozzarella and Cheddar Cheese and butter.

The help of questionnaires conducted direct interviews, to get accurate


information.

To get the correct information I had to approach the purchase manager and the
Chefs of the Hotels & The Restaurants.

It is a Herculean task to understand Market Penetration, as the definition


suggest, “the extent to which a product is recognized and bought by customers
in a particular market”.

To collect accurate information I visited Garden, Temple, Superstores,


Malls, each question was filled personally by the respondents and checked
properly.

Managers & Chefs in HORECA were not willing to answer when they were
contacted between 12.00 pm to 3.00 pm, the time when most of the Hotels &
Restaurants packed.

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3.Research Limitations

Limited time available for interviewing the respondents. As a result of this, it was
not possible to gather full information about the respondents.

When I interviewed purchase managers and chefs, sometimes they are not
aware of Amul Diced Mozzarella and Cheddar Cheese.
As summer training is going under summer season so sometimes
people are less interested in answering the questionnaire.

Sometimes the problem which I face is language problem for which I have to make
them understand.
Non-cooperative approach and rude behavior of the respondents.

If the respondent's answer does not fall between amongst the options given,
then it will turn up to be a biased answer.

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Data Analysis

1.If HORECA use Amul product or not?

HORECA AREA If they use amul product or not ?

Adarsh Hotel Chembur Yes


Royal Orchid Chembur No
Vaishali Garden Chembur Yes
Saroj Chembur No
Moksha Hotel Chembur Yes
LE café Chembur Yes
Sadguru Chembur Yes
Sadguru Chembur Yes
LFive Pestam sagar Yes
Tresstalk Pestam sagar No
Cafe holypipe Pestam sagar Yes
Navgraha Pestam sagar Yes
Achija Ghatkopar Yes
Gurukripa Ghatkopar Yes
Mi Favorito Ghatkopar Yes
Food and Taste Theory Ghatkopar No
Bombay Burger Chembur Yes
SP. Burger Chembur No
Taste buds Mulund Yes
Kirti Mahal Mulund Yes

Usage

25%
Yes
No
75%

Interpretation:
As per this graph, 95 retailers use Amul product in HORECA and are
satisfied with Amul Products Quality and Service.

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2.If Yes then how do they purchase? Is it from the distributor or any other
mode?

What is the source from


HORECA AREA where do you get Amul
Products?
Adarsh Hotel Chembur Retailers
Royal Orchid Chembur
Vaishali Garden Chembur Retailers
Saroj Chembur
Moksha Hotel Chembur Modern Trade
LE café Chembur Modern Trade
Sadguru Chembur Retailers
Sadguru Chembur Retailers
LFive Pestam sagar Retailers
Tresstalk Pestam sagar
Cafe holypipe Pestam sagar Retailers
Navgraha Pestam sagar Modern Trade
Achija Ghatkopar Modern Trade
Gurukripa Ghatkopar Modern Trade
Mi Favorito Ghatkopar Retailers
Food and Taste Theory Ghatkopar
Bombay Burger Chembur Retailers
SP. Burger Chembur
Taste buds Mulund Retailers
Kirti Mahal Mulund Retailers

Distribution

33% Retailers

67% Modern Trade

Interpretation:
As per this graph, 33% orders from Retailers rest buy from Modern trade and
rest 67% buy from Retailers.

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3.If they don't use Amul products then which companies product they use?

Which is the most preferable brand


HORECA AREA of packaged dairy products that you
stock?
Adarsh Hotel Chembur
Royal Orchid Chembur Nutralite
Vaishali Garden Chembur
Saroj Chembur Local
Moksha Hotel Chembur
LE café Chembur
Sadguru Chembur
Sadguru Chembur
Pestam
LFive
sagar
Pestam
Tresstalk Local
sagar
Pestam
Cafe holypipe
sagar
Pestam
Navgraha
sagar
Achija Ghatkopar
Gurukripa Ghatkopar
Mi Favorito Ghatkopar
Food and Taste
Ghatkopar Dairy Craft
Theory
Bombay Burger Chembur
SP. Burger Chembur Gowardhan
Taste buds Mulund
Kirti Mahal Mulund

Competitiors
Amul
10%
5% Nutralite
5%
5% Dairy Craft

75% Gowardhan
Local

Interpretation:
As per this graph, 75% are customers of Amul and other brands

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4.What is the main reason they do not use Amul’s Product?
Why do you not use Amul
HORECA AREA
products?
Adarsh Hotel Chembur
Royal Orchid Chembur Margin
Vaishali Garden Chembur
Saroj Chembur Scheme
Moksha Hotel Chembur
LE café Chembur
Sadguru Chembur
Sadguru Chembur
Pestam
LFive
sagar
Pestam
Tresstalk Margin
sagar
Pestam
Cafe holypipe
sagar
Pestam
Navgraha
sagar
Achija Ghatkopar
Gurukripa Ghatkopar
Mi Favorito Ghatkopar
Food and Taste
Ghatkopar Service
Theory
Bombay Burger Chembur
SP. Burger Chembur Quality
Taste buds Mulund
Kirti Mahal Mulund

Non users Problems


Quality
5% 5%

10% Service
5% Margin

75% Scheme
uses

Interpretation:
As per this graph, 75% are happy with Amul and 25% buys other brands.

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SUGGESTIONS & RECOMMENDATIONS.

Amul can venture out on new products like Toned milk, Condensed milk that can be
used for sweets, Baby food products,There are certain product like Amul basundi, gulab
jamoon, chocolates etc which are not as popular as Amul ice cream. Amul must try to
understand the cause of this through thorough market research and work on improving these
products Though Amul’s hoardings are a huge success, it can penetrate even better in the rural
areas by advertising through the media via cable channels and newspapers. Sponsoring shows
in TV, sports events can be of great help.Focus on retail expansion in Indian cities, towns and
villages – increase branded Amul parlours to capture the consumer attention and keep the
competition at bay.Amul can venture into offering low-fat versions of its products as it would
help capture the hearts of second and third generation Indians in US & Global Market.Amul
can venture out on new products like dairy based sweets, baby food products.Salesmen should
be given the responsibility to handle the retailer’s grievances Orders by the retailers should be
executed in a proper manner to avoid irregular availability. Promotion activities should take
into consideration in two different ways:-

a) Company should associate themselves with social events,


b) Company should use electronic as well as print media for their advertisement.

There have been a lot of complaints about replacement policy of Amul. Amul should try to
improve its replacement policy and make it somewhat liberal.Innovative schemes like
Privilege cards giving discount on successive purchases may be introduced to make a
customer brand loyal to Amul.

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CONCLUSION: -

GCMMF that owns Amul , Asia’s largest milk brand realized that with the changing lifestyle
& increased awareness about health issues , there has been a discernable shift towards health
based drinks from carbonated drinks. To utilize the potential of flavoured milk, butter milk &
other milk-based beverages that have an age old tradition in India. By identifying the targeted
teenagers & youth , who were biggest consumers of colas & aerated drinks. The New
variants of the brand were advertised through major national channels with special focus on
youth oriented TV channels like MTV & Cartoon Network . By identifying the trend &
introducing variants , Amul has been emerged as the fastest growing brand in non-carbonated
soft drinks category. Compared to the distribution network of other brand of beverages to the
Amul, it has to improve their network properly and make product available to the customer
and also handle the customer problem if any. Company has to maintain a good relationship
with the retailers by giving better margin, schemes/discounts.

Amul plans to be a leader in food business. This 3458 crore co-operative is planning to enter
in restaurants, ready-to-eat curries etc. it also plans to launch ready to drink coffee and tea. The
plan of this co-operative is to make Amul, India’s best-known food brand and also to garner a
sizable marketplace in 30 countries wherein its products are exported to. The brand should not
be known in milk, butter & cheese but as a food brand. Its numerical target, a turnover in excess
of Rs. 10000 crores by 2018.

In words of Dr, verghese Kurien, chairman (GCMMF). Amul is a brand that is trustworthy of
1000 million Indians. Why should it be seen only as a brand label for butter? Hope, its
competitors are listening!

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BILOGRAPHY

www.amul.com
www.indiadairy.com

http://marketingpractice.blogspot.com
http://www.fmcgmarketers.blogspot.com

http://www.indianfoodindustry.net
www.ibef.org

Stockyconsole.com

Studentscouncilhelp.com

BOOKS :

I TOO HAD A DREAM-Verghese Kurien


50 years of advertising – Amul India

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Survey Questions.

1. HAVE YOU EVER USED ANY OF THE AMUL PRODUCT?

YES 40 98%
NO 0 0%

2. Which Product Do You Prefer Mostly?

Amul Ice Cream 18 44%


Amul chocolate 2 5%
Amul Butter 13 32%
Amul Cheese 5 12%

3. Which of the Following Product do you Feel is more Popular?

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Amul Butter. 35 85%
Amul Cheese 5 12%

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4. Do You Feel that Amul Ice Cream is Really the Best Compared to Vadilal &
Kwality Walls?

YES 28 68%
NO 12 29%

5. Have you ever visited Any of the Amul Parlour?

YES 30 73%
NO 10 24%

6. Have You ever gone through any of the Amul Campaign?

YES 10 24%
NO 30 73%

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7. Have you ever tried AMUL UHT (ULTRA HIGH TEMPERATURE) Milk?

YES 8 20%
NO 32 78%

8. Have you ever tried the following royal treat range of Amul ice cream?

Raj bhog 7 17%


Malai Kulfi 13 32%
Keasr Pista 16 39%
Anjeer Ice cream 4 10%

9. Which is the Best Milk to Prefer After Amul

Mahananda 9 22%
Gokul 20 49%
Aarey 10 24%
Nestle 1 2%

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10. Do You feel that the Celebrities Should be Involved in Promoting Amul Products?

YES 14 34%
NO 26 63%

11. Do You Feel That The Amul Products Can Be Consumed Through All
The Generation People?

YES 35 85%
NO 5 12%

12. Whom Do You Feel Is The Strong Competitor in Front Of Amul?

Nestle 18 44%
Mother Diary 20 49%

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