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INTRODUCTION
Amul is an Indian dairy cooperative, placed at Anand in the state of Gujarat, India.
It Formed in 1946,
The Dr. VergheseKurien, founder-of company amul and this brand is control by
cooperative body, Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF),
It is India's largest food product marketing organization with annual turnover (2017-
18) US$ 4.5 billion
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF),
It made the country the world's largest suppliers of milk and milk products.
In the process Amul became the biggest food brand in India and has ventured into markets
overseas.
PRESENT
R S Sodhi, present managing director of GCMMF said that the federation target to
achieved the turnover of Rs 22,000crore,in.the.financial.year.2017-18.
The cooperative giant has record its highest ever progress of 51 per cent in
the last two years,
The yield grow from Rs 8,005 crore to Rs 20,733 crore during the last 5 years, It shows a
accumulate average grew from rate of (CAGR) of 21 percent.
MISSION
Amul now aiming a Rs 50,000-crore turnover in the next 5 years.
REASON FOR SUCCESS
SUCCESS
Swarnjayanti Gram
Swarozgar Yojana (SGSY)
of The Government of India
(Ministry of Rural
Development) on their
Special Project on
“Improving Socio-economic
Conditions of BPL Families
of Kheda District
DAIRY DEMONSTRATION
FARM{2012}
Amul has come out with
various schemes to increase
cattle holding per farmer
thereby their income.
AMUL SCHOLAR {2013}
BLOOD DONATION{2014
. Blood donation camps are organized regularly in rural areas through Village Dairy
Co-operative Societies.
RURAL SANITATION CAMPAIGN{2015}
Amul Dairy has launched a novel scheme for total rural sanitation and set a target
for itself whereby not a single milk producer will attend to nature’s call in the open.
Amul Leadership Workshops {2018}
Encourages woman to participate in dairy co-op societies. Amul‟s member unions
organized three self managing leadership workshops at
PRAJAPITA,BRAHMAKUMARIS,MOUNTABU. 3100 women participated in
this programme.
CORPORATE GOVERNANCE
Corporate Governance refers to the way a corporation is governed. It is the technique by
which companies are directed and managed. It means carrying the business as per the
stakeholders’ desires. It is actually conducted by the board of Directors and the concerned
committees for the company’s stakeholder’s benefit. It is all about balancing individual
and societal goals, as well as, economic and social goals.
CRM is a term that refers to practices, strategies and technologies that companies
use to manage and analyze customer interactions and data throughout the customer
lifecycle, with the goal of improving customer service relationships and assisting in
customer retention and driving sales growth.
Tim Ehrens
Need and Importance of CRM:
1. Better service to customers
2. Customization of market offerings:
3. Reduction in the customer defection rate
4. Increase and improvement in long-term relationships
5. Building and maintaining corporate image:
CRM IN AMUL
Amul is the most successful Indian brands in the FMCG industry. Amul in the past
years was known for creating white revolution in India and now it has made India
the largest producer of milk and milk products all across the world. which today
markets its business with more than 750 employees with jointly 3.6 million milk
producers in Gujarat alone.As they use customer relationship measures
METHODS OF CRM USED IN AMUL
SPONSORSHIP FOR AWARDS AND OLYMPICS
TALENT PROMOTIONS THROUGH EVENTS
CONSTANTS FEEDBACK FROM DISTRIBUTORS
PUBLIC AWARNESS CAMPAIGNS
WORLD MILK DAY CELEBRATIONS
IN- STORE INTERACTIVE CELEBRATIONS ON FESTIVALS
INFORMATION TECHNOLOGY INTEGRATION
MOBILE APP FOR CONSUMERS
MOBILE APP FOR CONSUMERS
Morning walks to the nearest milk booths may soon become a thing of the past as dairy
majors like Amul plan to launch mobile applications to reach out to consumers directly.
In any case, major dairy players like Amul and Mother Dairy are already selling through e-
grocers like BigBasket and Grofers to woo busy urban consumers.
Amul milk collection software provides a centralized system to connect all dairy farmers of
India.
AMCS automates the traditional milk collection process while it performs operations like
milk quality testing and analysis, and is installed at Village Cooperative Societies
This leads to time saving since over 1000 producers enter a village cooperative each day and
increased transparency.
Enterprise-wide Integrated Application Systems were used to align various sub software
systems in place.
MARKETING STRATEGY
The typical customers of Amul belong to the Sec B and Sec C segment wherein they
are either middle class or lower class. Amul in general uses mass marketing and
therefore it targets these 2 classes majorly
The main challenges to effectively achieving Amul’s vision are
Highly fragmented, small scale supplier base
Low income consumers
Lack of infrastructure
Milk is a highly perishable good
Lack of capital
AMUL VARIOUS SOCIAL MEDIA PLATFOEM
MS VIBHA TIWARI
ENTREPRENUERSHIP
BUSINESS OWNERSHIP
Amul is an Indian dairy cooperative, placed at Anand in the state of Gujarat, India.
It Formed in 1946, The Dr. VergheseKurien, founder-of company amul and
this brand is control by cooperative body, Gujarat Cooperative Milk Marketing
Federation Ltd. (GCMMF), is India's largest food product marketing organization with
annual turnover (2017-18) US$ 4.5 billion
NAME OF ENTREPRENEUR
DR VERGHESE KURIEN
He went from helping farmers repair their machinery to revolutionizing the Indian dairy
industry by scripting Operation Flood,
A cooperative movement that turned India from a net importer of milk into one of the world’s
two largest producers today.
Not for nothing was Verghese Kurien (left) called the Milkman of India,
Though his vision was a simple one of offering thousands of small dairy farmers centralised
marketing and quality control facilities
PRODUCTS AND COMPETITORS
MONTHLY PRODUCTION TARGET
This Polish proverb that rightly says, ‘If the farmer is poor then so is the whole country.’
It was Sardar Vallabhbhai Patel, Tribhuvandas Patel and Dr Verghese Kurien who must’ve understood what
this quote meant and took certain measures to stop the exploitation of the farmers Milk Producers had to travel
long distances to deliver milk to the only dairy, the Polson Dairy in Anand
Often milk went sour as producers had to physically carry the milk in individual containers, especially in the
summer seasonMilk is a commodity that has to be collected twice a day from each cow/buffalo.
In winter, the producer was either left with surplus / unsold milk or had to sell it at very low prices.
Moreover, the government at that time had given monopoly rights to PolsonDairy (around that time Polson
was the most wellknown butter brand in the country) to collect milk from Anand and supply it to Bombay city
in turn.
India ranked nowhere amongst milk producing countries in the world because of its limitations in Angered by
the unfair and manipulative trade practices, the farmers of Kaira District approached
DR VERGHESE KURIEN
He went from helping farmers repair their machinery to revolutionizing the Indian dairy industry by scripting
Operation Flood,
A cooperative movement that turned India from a net importer of milk into one of the world’s two largest
producers today.
DR RUCHIKA YADAV
STREES MANAGEMENT
STRESS
reported an 8% increase in turnover at Rs 29,220 crore for the financial year ended
March 31, 2018.
Its branded consumer products registered growth of 14% over the previous year,
with products such as cheese, butter, milk beverages, paneer, cream, buttermilk and
dahi having expanded 20-40%.
The group turnover of Amul brand has crossed Rs 41,000 crores which is 10%
higher than last year
MARKETING STRATEGIES
Developing demand
Limited purchasing power, modest consumption levels
A low Cost price strategy products.
Umbrella brand
Common brand for most products categories
Efficient
The Amul
Supply
Girl (The
chain
AmulAdvert
ising
Campaign)
Innovation
Why a AMUL CHOLATE FAILED
Lack of importance
Lower number of variants
Low relative cost of promotion
Low differentiation (the category
does not have anything much to offer
in terms of a real difference in taste or
texture.)
Focus on a regional hub
Competition
Current News and Digital Trend
Current News
AMUL federation has now integrated its countrywide operations through successful
implementation of the "Enterprise-wide Integrated Application System".
They believe that introduction of similar integrated ERP systems at their Member
Unions will help us ensure that the IT revolution serves their members better.
Their Federation is among the Top 100 IT Users in the country. Currently, there are
more than 3,000 computers installed in our village societies, which support the
Automated Milk Collection System.
Their goal is to install computers in all our village societies and to integrate them
with their respective unions.
TYPES OF INFORMATION
Descriptive Information
Diagnostic Information
Skills Consulting & Training Company, providing tailored made programs in several areas in business
of Free flow of information between staff , it is easy for us to contact each other any time, any where , visit
employee input is valuable and ideas taken seriouly
management style is decentralized
Management information systems (MIS), produce fixed, regularly scheduled reports based on data
extracted and summarized from the firm’s underlying transaction processing systems
Decision Support Systems (DSS)
Enterprise Resource Planning (ERP) facilitates the flow of information between all
business functions inside the boundaries of the organization
EXAMINE CURRENT STATUS OF COMPANIES EXTERNAL INFORMATION
SYSTEM
INTERNET SERVICES
Amul use transparent network of
distribution in online. In this the growth
is depend on their automatic milk
procurement which provide both online
and offline services
CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
The objectives of consumer behaviour analysis are mostly consumer researches are
undertaken to find out the attitudes of the consumer about a product.
Their preferences, likes and dislikes which lead to the further modernization of the
sales strategies by the marketer.
Researches can be conducted to find out the percentage of people using a certain
product or facility (a pager or mobile phone).
Researchers may also like to know the types of consumers and their demographic
characteristics for a particular product.
They may also like to experiment with new promotional campaigns, and since these
campaigns require a lot of expenditure, they may do researches to be sure of the
campaign’s success, before the final launch of the campaign.
AMUL FIVE STAGES OF CONSUMER DECISION MAKING PROCESS
SCOPE OF AMUL
. Amul Plans To Expand From Dairy Products, Now Moving On To Fruits And
Vegetables
Amul plans innovative programmes to make dairy industry
Amul eyes near Rs 50,000-cr group turnover in fiscal 2018-19; to grow at 20%,
says MD R S Sodhi
Amul targets premium ice creams in the south, plans to take on rivals
CUSTOMER BASED MARKET SEGMENTATION
KIDS
Amul calci+
WOMEN
Utterly delicious pizza amul pizza
cheese
YOUTH Amul cheese spread
HEALTH
CONSCIOUS
Natmul, Amul shakti Health Food Drink
GRAPHIC REPRESENTATION OF CONSUMER BEHAVIOUR TOWARDS AMUL
PRODUCTS
MOST FAVOURED OF CONSUMER MOST FAVOURED PRODUCT
AMUL 45
40
35
30
PERCENTAGE
25
20
15
10
5
0
ICE MILK MILK
BUTT CHEE SHRIK PANN
MILK CREA GHEE DAHI KOOL BUTT KHOA POW
ER SE HAND IER
M ER DER
Series 1 42.5 25 16.67 5 3.33 1.67 3.33 1.67 0.883 3.33 0.83 0.83
PRODUCT” 30
25
20
15
10
5
0
Effective
comparatively change in the quality of
advertisement other ideas
low price taste products
sysyem
Series 1 21.67 2.5 45.83 28.33 1.67
•Factor which affect the most
50
40
Axis Title
30
20
10
0
EASY
QUALITY BRAND IMAGE PRICE OTHERS IDEAS
AVAILABILITY
Series 1 52.5 30.83 4.17 10 2.5
Refers to the employment of several strategies that make it easier for search engines
like Google to index your website and serve it up to people looking for the
information it offers.
The result of SEO is organic traffic—visitors who come to your website by clicking
on it in search results.
There are two types of SEO that help to improve your website’s ranking: on-page
SEO and off-page SEO
MARKETING STRTEGY
BCG MATRIX
FINDING
As we know amul is one of largest brand in asia which benefit millions of people
and farmers,Here are some of reason what makes amul so special
Its physique: Taste,Quality
Relationship: Sociable
Reflection: Value oriented
Personality: simple and indian taste
Culture: co-operative,Sharing
Self-image: Proud indian,Fun loving
These are some of reason of WHY AMUL IN INDIA?
SUGGESTION
Amul can venture out on new products like toned milk condensed milk that can be
used for sweerts,Baby foof products.
There are certain products like amul basundi ,gulab jamoon,choclate etc which are
not as popular as amul ice crean Amul must try to understansd the cause of this
through market research and work on improving these products
Though Amul hoarding are a huge success,it can penetrate even better in the rural
areas by advertising through the media viz cable chnnels and newspapers,sponsoring
shows in TV sports events can be of great help.
CONCLUSION