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Why AMUL?

The roots of program Mission to stop the exploitation


of the farmers by middlemen.
Managed by Gujrat Co-operative Milk Marketing Fed.
Ltd. (entity jointly owned by more than 3.6 million milk
producers across Gujrat)
Timeline
Farmers (milk suppliers) from Anand, Gujarat had
approached Sardar Vallabhai Patel and Morarji Desai for
guidance, and the cooperative was formed in 1946.
The Objected to the arbitrary fixing of the price of milk
by the Polson dairy, which had complete rights to supply
milk to Bombay under the Bombay Milk Scheme. The
city got its milk, the Polson dairy prospered and the
middlemen took their share; but the farmers suffered.
Result -> Milk Strike
Success
Government officially recognized the Kaira Union as the milk
supplier to Bombay.
Shri Tribhuvandas Patel, Verghese Kurien and HM Dalaya led the
cooperative movement.
New machinery was bought and milk procurement increased from
200 litres in 1948 to 20,000 litres in 1952.
A large part of the dairys success was thanks to Dalayas
path-breaking discovery of a method of producing skimmed
milk powder from buffalo milk.
Important breakthrough because the farmers in the region
depended on buffalo milk and excess milk could be processed into
powder.
Success Replication
In 1965, the National Dairy Development Board (NDDB) was
established at Anand. Operation Flood Started.
The system, known as the Anand Pattern, operates at three levels.
A dairy cooperative society at the village level is responsible for collecting
the milk;
The District Milk Union to which the village dairy is affiliated procures and
processes the milk;
TheState milk federation markets the milk and milk products.

Every personal to be selected by farmers.


80-85% profits to be distributed back to farmers.
Some stats
Year of Establishment 1973
18 District Cooperative Milk
Members
Producers' Unions
No. of Producer Members 3.6 Million
No. of Village Societies 18,545

Total Milk handling capacity per day 28 Million litres per day

Milk Collection (Total - 2015-16) 6.2 billion litres

Milk collection (Daily Average 2015-


16.97 million litres
16)

Cattlefeed manufacturing Capacity 7800 Mts. per day

Sales Turnover -(2015-16) Rs. 22972 Crores (US $ 3.5 Billion)

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.

Brand Amul is already present in over 50 countries.

In India, it has 7,200 exclusive parlours. (2014)


Branding: Amul Girl
Cleverly designed to add a tinge of nationalism to an
essentially rural revolution.
The (original) Amul Girl was created by Sylvester
daCunha (daCunha Communications) to counter the
Polson dairy girl.
The tubby little mopet in the familiar polka-dotted dress
has helped in increasing the brand recall for AMUL.
Despite courting occasional controversies, AMUL Girl
campaign is often described as one of the best Indian
advertising concepts.
First Amul Girl hoarding in 1966.
During Annaz Hazare
Lokpal Movement

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 !!

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