Académique Documents
Professionnel Documents
Culture Documents
Total Milk handling capacity per day 28 Million litres per day
Source: http://www.amul.com/m/organisation
Then and Now
Today, GCMMF is Indias largest food products marketing
organisation. It is jointly owned by about 36 lakh
farmers from 18,000 villages who are members of the
17 unions.
Marginal farmers, landless labourers and tribals
comprise more than 70 per cent of the number.
It is mandatory for GCMMF to buy all the milk that
farmers bring in and at the highest rate possible;
on an average, about 18 million litres of milk is procured
per day
As a Brand
The Amul brand reaches about 1 million retailers through
a wide-ranging network of 10, 000 dealers.
Amuls butter divisions advertisements recorded in
Guiness Book of World Records for longest running ads
since 1967.
Amul Girl Everyones favorite.
On rumors during
Bombay riots
First time Ladies
Special introduced in
Mumbai
Commenting on other
brands.
..and sometimes
even on itself !!
To Sum Up: Success Factors
Efficient Supply chain
Three-tier cooperative structure
Highly perishable commodity
Value for Money | No Compromise on Quality
Relationship: Social Self Image Proud Indian
Constant Innovation and Diverse Portfolio Of
Products
The Amul Advertising Campaign
Competitiors
Many players, local and international, are entering the
ice cream market.
Kwality walls, Naturals, London dairy, Havmor, Arun ice cream,
Vadilal, Ramani, are some of the few brands who are directly
in competition with Amul.
Competition in stiff across 273 SKUs by National,
regional and International Brands
Advts
https://www.youtube.com/watch?v=135vEh_mhfo
https://www.youtube.com/watch?v=3crUmG3gl5U
https://www.youtube.com/watch?v=rD3hIzmGVvc
Utterly Butterly Thanks !!