MARKET INTEGRATION

ON AMUL

AMUL
Symbol of many things: Of high-quality products sold at reasonable prices.
Of developing and co-ordinating a vast cooperative network.

Of making a strong business proposition out of

serving a large number of small and marginal
suppliers.

Of the triumph of indigenous technology.

Of the marketing savvy of a farmers' organisation.

AMULS BUSINESS STRATEGY

TWIN OBJECTIVES

long-term,
value proposition to a
sustainable
large customer base
growth to its
member farmers by providing milk and

other dairy products

a low price

How Kurien transformed AMUL

from a dream into a major
industrial entity ???
A network of plants,
cooperative societies,
research centers,
An institute for training future managers in rural management,
secondary services like veterinary/artificial insemination
expertise/feed factory

 It realized that in order to achieve their objectives, it had

T he y co mbined ma rke t and so cia l dev e lopme nt why ???

to benefit a large number of people both suppliers and

consumers.

world-class deployment of technological resources and

R&D.

Better leveraging of scarce resources.

SWOT
Indian origin

creating feeling of oneness in the mind of the

customers.

manufactures only milk and milk products

purely vegetarian

providing quality confidence

aiming at rural segment

large area of loyal customers

FIRST
MOVERS
ADVANTAGE

INDIAS FIRST PROBIOTIC WELLNESS

ICE CREAM &
SUGAR FREE
DELIGHTS FOR
DIABETICS.

FORWARD INTEGRATION
Amul launches Chocolate milk
under brand name of Amul
Kool Koko.
Amul Launches Fresh
Paneer (Free From Any
Harmful Chemicals)
Expanding its Cheese
Segment.
Current market share

65%.

PRODUCT
REPOSITIONING
Amul marketed bottled water product
named JALDHARA but due to less
potential in the market it turned
PR out to be
OD
UC
blunder.
T
EL
Now Amul is all set to launch bottled IMINA
TI O
N
water NARMADA NEER.

MARKET PENETRATION STRATEGY

Amul is set to build up 10,000 `Amul Parlours'

across the country

Amul trying to acquire a shelf in the yet to come

Wal-Mart.

Market Development Strategy

Amul is now shifting its focus from urban to

rural markets and smaller towns.

Amul is capturing the market of diabetic and

health conscious people through sugar free
ice-cream, which is a variation of an
existing product

Amul is also increasing its market base for

milk through a new version the Amul Tazaa.
Tazaa is the long-life version of milk which
has a longer shelf life as compared to
normal fresh milk.

Product Development Strategy

Amul-Cool (milk based cool drink)
and Amul-Kool caf

Stamina the instant energy whey

based sport drink has been launched

Packaged
buttermilk is
aimed to be
another noncarbonated cool
drink in the
Amul Cool
range

Diversification Strategy

Concentric Diversification
Strategy
Introducing two pro-biotic
Ice cream ranges, Amul Sugarfree and
Amul Profile

Identified the working class women as a

new segment and has introduced frozen
easy to cook stuffed parathas, matar
paneer and paneer pakoras which makes
them easy to cook quality tasty food in
less time.

Conglomerate Diversification
Strategy
Priced at only Rs 12 for 200ml which will be
lower than its competitors whose price ranges
around 60 to 75 Rs.

Horizontal Diversification
Strategy
Newer products with newer technologies
Order the food through the internet

Coordination
GCMMF ensures the distribution of final products
by coordinating with retailers and dealers

Unions take care of the supply side of things

such as monitoring milk collection, supplying
animal feed, educational activities; all ensuring
that the product reaches the consumer in time.

Enterprise- wise Integrated

Application System (EIAS).
Automatic Milk Collection System units (AMCUS)
VSATs for seamless exchange of information.
using Geographic Information Systems (GIS) for
business planning

Opted for the .coop domain to position its brand in a

distinct way
FIRST
MOVERS
ADVANTAGE

 Amul is a great brand. It has not only been a great dairy products brand
but it has also been a source of income and livelihood to many people in
the state of Gujrat in India... this is something which other brands fail to
do. They build their own brands with all strategies and plans but fail to do
much for the community. One of the many, many reasons why Amul is a
great brand.
I say it gently... and it releases an adrenaline rush... Its name.. sacred
and sanctified... its taste... beyond every sense... its Indian-ness... a
martyr anyday I know... my Lovemark. Its wit.. its knowledge of my
country... its love for all I love... I salute my Lovemark... my Amul!