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` Before coming of Amul, Polson Dairy was working in

Anand. Farmers and milk producers were delivering
milk to this dairy .

` Polson dairy was supplying milk to Bombay city .

Because of distance , season , middlemen and profit
oriented view of the company , the profit of farmers
was very less .

` Amul was the result of the realization that they could

pool up their milk and work as a cooperative.
 J m m
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` Amul was formally registered in
Dec 1946 .
` The brand name AMUL sourced
from Sanskrit word ³Amoolya´
which means ³priceless´.
` AMUL [ Anand Milk Union
Limited ] is the product of co-
operative movement in India .
` The Amul Pattern has
established itself as a unique
appropriate mode for rural
development .
` 62 years after it was firstly
launched, Amul sales figures have
jumped from 1000 tons a year
in 1966 to over 25000 tons a
Year in 2008 .

` Sales figure of rupees 11140

millions in 1994-95 to rupees
52554 millions in 2007-08. In
India no other brand in milk
related products came even close
to it.

` Dr. Verghese Kurien, former

chairman of the GCMMF is
recognised as the man behind
the success of Amul .
 
m 
m


` The nineties brought in some
winds of change.

` In the Beverage business the

scene had changed from one of
shortages of self sufficiency.

` In 1994, to facilitate the above

information GCMMF decided to
introduce the concept of Total
Quality Management (TQM) with
its twin pillars of customers focus
and continuous improvement.

J

1) 
Ë Amul Butter
Ë Amul Lite
Ë Delicious Table Margarine

2)  
Ë Amul Kool Millk Shaake
Ë Amul Kool
Ë Amul Kool Café
Ë Kool Koko
Ë Nutramul Energy Drink
Ë Amul Kool Chocolate Milk
Ë Amul Kool Flavoured Bottled Milk
Ë Amul Kool Flavoured Tetra Pack
Ë Amul Masti Spiced Buttermilk
Ë Amul Kool Thandai

3) J

Ë Amul Spray Infant Milk Food
Ë Amul Instant Full Cream Milk
Powder
Ë Sagar Skimmed Milk Powder
Ë Sagar Tea Coffee Whitener
Ë Amulya Dairy Whitener
4) 
Ë Amul Fresh Milk
Ë Amul Gold Milk
Ë Amul Taaza Double Toned Milk
Ë Amul Lite Slim and Trim Milk
Ë Amul Fresh Cream
Ë Amul Shakti Toned Milk
Ë Amul Calci+

5) 
Ë Amul Pasteurised Processed
Cheese
Ë Amul Cheese Spreads
Ë Amul Emmental Cheese
Ë Amul Pizza Mozzarella Cheese
Ë Gouda Cheese
6) 



Ë Amul / Sagar Pure Ghee
Ë Cooking Butter
Ë Amul Malai Paneer
Ë Utterly Delicious Pizza
Ë Mithai Mate
Ë Masti Dahi

*   
Ë Amul Ice Creams
Ë Amul Shrikhand
Ë Amul Mithaee Gulab Jamuns
Ë Amul Chocolates
Ë Amul Lassee
Ë Amul Basundi

8)   
Ë Nutramul
Ë Amul Shakti Health Food Drink
 
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` First is quality.

` Second, the contract requires value for

money.

` The third element of the contract is

availability.

` The fourth part of the contract is service.

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Ë Customer orientation
Ë Commitment to producers
Ë Integrity
Ë Cooperation
Ë Excellence
Ë Leadership
Ë Quality
Ë Innovation
Ë Growth orientation ± new products
Ë Belongingness
Ë Pride in organization
Ë Employee satisfaction
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ë External Organization Structure

ë Internal Organization Structure

 

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Ë The Indian market is dominated by a large number of small local
and regional players. There are an estimated 150 manufacturers in
the organized segment, which accounts for 30-35% of sales and
about 1000 units in the unorganized segments of the market.

Ë Amul combats competition from its competitors by providing

quality products at a price which its customers value. Along with
good quality products and reasonable price the packaging is also
very good.
 m4J

Ë GCMMF is India's largest exporter of Dairy Products. It has been
accorded a "Trading House" status. GCMMF has received the
APEDA Award from Government of India for Excellence in Dairy
Product Exports for the last 9 years.
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Ë The products are exported to 18 countries namely, USA, Kuwait,

Qatar, UAE, Yemen, Bahrain, Muscat, Saudi Arabia, Tanzania,
Madagascar, Sri Lanka, Singapore, Nepal, Bangladesh, Nepal
Thailand and Australia.
 5



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` Amul produces those products which have highly concern to

people¶s health like milk and milk related products .

` Amul is the oldest milk marketing federation in India .

` It showed how a cooperative organization can achieve so much

success. It sets unique examples in the country.

` Amul Brand is so much popular and reputed that almost every

one knows about the company and its products.
` Customers show faith and trust over Amul¶s products.

` Amul started its journey with one product that was Milk but now is
a multiproducts corporation .

` Amul has various products range . It produces milk , milk related

beverages , ice creams , health drink , chocolates etc.

` People have so much trust on Amul that if company launches new

products even if people want to use the products . They show interest
and faith in it .

` Amul Believes in quality and recognizes the value of important

things . So Amul has the oldest ad compaign in the country .
2 5m
m

` Today many multinational companies are coming with innovative

ideas and are making their strategies according to situation. But some
how Amul is following old traditions.

` Retailers say that their margin is very less .Other brands provide them
much margins.

` Company does not often give schemes.

` People are not fully aware of Amul Beverages. Company is not much
old in the field of beverages so the consumption is not existing as
much it should be.

` Advertisement of some beverages like Butter Milk , Amul Kool

Bottle etc is not sufficient.
` Other competitors are going for aggressive marketing
approach but here Amul is little bit slow.

` Retailers ask for refrigerators because other competitors don¶t

allow them to keep Amul¶s products in their refrigerators.

` Replacement of the old product is big problems.

` No proper visit of salesmen.

` No one often comes for feed back about the products .

Lack of new technology in research and development .

` Products demand is more but supply is less .

3)
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` Beverage Market is very huge and people have much concern to their health .
So they go for milk related products.

` Traditionally Indians like milk related beverages .

` Customer needs better taste , nutrients so Amul can add many customers by
bringing improvement in these two things .

` During summers people want to drink any beverage once or more than once .
So opportunity of market is very high.

` People need change and many time they donot show loyalty to a particular
brand so Amul must have concern to people¶ choice .

` Today many experts, spiritual, yoga Gurus are advocating for traditional or
milk related drinks like milk , Butter milk etc and criticizing soft drink . so
Amul has opportunity to make a large market with meeting to customers taste
and demand .
4)  m


` Competition is very tough in the market .

` If competitor has already made better image and hold in a particular

segment then it becomes very tough to change the things .

` Quality and price both wise competitors are giving fight to Amul and
at some places competitors are dominating.

` Price plays important role .

` Retailers are much loyal to those companies which give big margin
and favourable schemes .
` In Delhi Amul has competition with Mother Dairy , Paras , Saras ,
Gagan etc. Mother Dairy is showing much care . so those customers
who are consuming others companies¶ products don¶t easily change
their choice unless somethings special is added in new product.

` If retailer has any dispute to Amul¶s products or services then he

starts promoting and keeping other companies¶ products .

` Still many people drink milk beverages like Butter Milk , Lassi etc
in a Shop where these are prepared before them .
 
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Ë Amul has two agencies that look after its entire range of products
namely FCB Ulka and Da Cunha.

Ë FCB Ulka looks after a broad range of products namely, Amul Lite
Breadspread, Amul Shrikhand, Amul Chocolates, Amul Paneer.

Ë Da Cunha looks after the Amul butter. Da Cunha also prepares the
very popular Amul butter billboard campaigns, which we see at
various locations.




6m m
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Ë Appropriate blend

Ë Best of the technology

Ë Support system

Ë Plough back the profits

Ë Intervention for rural change

 m 
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Ë Amul

Ë Mother Darily¶s

Ë Nestle
 



Ë ³THE BEST THING THAT AMUL IS DONE IS KEPT
INNOVATIVE´.

Ë Chesses

Ë Ice-creams

Ë Flavor Milk

Ë Ghee

Ë Dhai,ect
Ë On other hand Nestle and Cadbury are more in chocolates.

Ë Nestle is working Slim Milk .

Ë Nestle has now launch mineral water.

  mJ

Ë To achieve and maintain competitive advantage, innovation
in product design and delivery are increasingly essential.

Ë To innovate at each stage in value chain ± production,

procurement, processing, marketing and branding.

Ë To devise more effective ways of attracting and retaining

skilled human resources.

Ë To provide them an adequately self-motivating work

environment that draws the best out of them on a sustained
basis.
  m
m!m
Ë Global demands and changes.

Ë Foreign affiliations.

Ë Competition.

Ë Liberalisation.

Ë Changing values.
Ë Urban shifting.

Ë Changing interests.

Ë Adoption of latest technology.

Ë Production according to international standards with foremost

quality.

Ë Increase need for R&D.

Ë To keep the prices steady and reduce production and maintenance

expenses.
 



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