ROLE OF CO-OPERATIVE

INSTITUTION

PRESENTED BY-

AMIT
SUNNY KUMAR
SHASHANK RAYAR
RAVIN SINGH
PRATIMA
YOGESH

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Amul

The Taste of India

AMUL

means priceless

Today

amul is a symbol of
many things

Multi-dimensional

impact
on rural economy and society

Amuls

birth is indelibly
freedom movement in India.

linked

to

the

The

first Amul cooperative was the result

of a farmers.
Sardar

farmers.

Vallabhbhai Patel vision to organise

in 1946 - two societies collected 250

lures of milk.

Competed with Polsons to supply milk to Bombay.

1952 - Bombay Government terminated Polsons

contract and signed with AMUL.
Established

1955

- Dairy and milk powder plant was

established with aid from the United Nations
Children's Fund (UNICEF).

1960

- AMUL pioneered production of milk

powder and baby food from buffalo milk.

AMUL

- meets producer demand for critical

inputs,
veterinary
services,
artificial
insemination and feed.

Today AMUL members supply more than 1

million lures of milk per day.

AMUL sells 400 tonnes of cattle feed every

Gujarat

Cooperative
Milk
Marketing
Federation (GCMMF) is India's largest food
products marketing organization.
Amul

initiated
movement.
Today,

the

dairy

co-operative

this movement is being replicated in

70,000 villages in over 200 districts in India.

Amul

Dairy has organized over 10,000

village cooperatives.
Rise

in export of Amul products.

Every

milk.

day Amul collects 4,47,000 litres of

Today,

173 milk producers cooperative

unions and 22 federations play a major role

PRODUCTS OFFERED BY AMUL

The Marketing Mix

Product
Dairy Products
Cooking Products

Price
Low Pricing
Strategy

Place
Promotion
Rural & Urban Market Advertisements
International Market

Intelligent Marketing
One of the most conservative FMCG
entities, GCMMF spends a mere 1% of its
turnover on promotions.
GCMMF has written and re-written rules of
the game.
Amul butter girl is one of the longest
running ad campaigns in the country for 41
years.
Intelligent marketing of milk, icecream and

Promotion
Uses a variety of media to communicate
Most famous is billboard campaign
The endearing polka dressed girl and pun at
various issues increased brands fan following.

SWOT ANALYSIS
Technical manpower
Demand
Margins

Problem in distribution
Perishability
Competition

Flexibility in market
Export
potential

Milk vendors
Competition

Three tier AMUL Model

Establishment of a direct linkage

between milk producers and
consumers by eliminating
middlemen
Milk Producers (farmers) control
procurement, processing and
marketing
Professional management

Market share of AMUL

Products

USP Quality with Affordability

USP of Amul is its TASTE

AMUL moves towards Rural

Market
as stated by M.K. Gandhi India lives in villages

70% of population in India lives in

rural area. Also known as bottom of
the pyramid.
It created an opportunity for
companies like Amul .
Amul derives 70% of sales from rural
area.

Strategies to support rural

farmers
Amul initiated in developing rural retailers by :

insurance against natural calamities

establish telecenters and technology in villages in India

to purchase all milk produced from member farmer.

provide best price to the member farmer for the milk

produced .

PRODUCT DEVELOPMENT

Cooperative system

Profitability

Committed to the farmers

DISTRIBUTION NETWORK

300 stock keeping units,

46 sales offices,

3,000 distributors,

1,00,000 retailers with refrigerators and

5,00,000 non-refrigerated retail outlets...

Vision :liberate our farmers from economic

oppression and lead them to prosperity
Mission 2020: dairy cooperatives of Gujarat
turnover of Rs. 27000 crores by the year
2020
Objective: is to ensure that the maximum
share of the consumers rupee goes back to
the milk producers

AMULS Philosophy

Trustworthy of 1,000 million Indians

Also known for food brand