STRATEGIC MANAGEMENT PRESENTATION ON

Presented To: Prof. Mahesh Soni

Presented By: Geetika Jadhav Jagriti Singh Juhi Naik Poorva Rampalliwar

ABOUT AMUL
Started as a part of Operation Flood. Founded by Dr.Verghese Kurian, the father of White Revolution. Derived from Amulya which means Invaluable Managed by an Indian cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Based in Anand, (Gujarat)

BUSINESS MODEL
1. 2. 3. 4. 5.
o o o o o o o

Value Proposition Delivering a sense of Indian-ness Best Quality at reasonable prices. Providing maximum reach to the customers. Value for money. Products catering to the taste buds of every segment of consumer: Bread Spreads Pure Ghee Milk Powders Sweetened Condensed Milk Sweets Fresh Milk Curd Products.. Etc.

CUSTOMER SEGMENTS
The products come in the category ranging from kids to elderly people. They have successfully lived up to their tagline The Taste of India by including the choice of each and every customer segment in their product category. From chocolates to probiotic drinks, Amul has made its presence felt in every segment.

CUSTOMER RELATIONSHIP
Amul has established Customer Relationship through emphasising on its Indian Roots. Under this head AMUL does a lot of sponsorship shows they use lot of mediums like advertisements, Hoardings, Newspapers, TV shows And many more to create awareness in the public and to make proper relation with customer. Also it has launched certain innovative measures to strengthen their CRM: 1. Amul Vidya Shree Awards 2. Amul Mascot

CHANNELS
Farmer Village Co-Operative Society

Manufacturer
Depots (45 in Number) Whole sellers (3600) Retailers (450000) Customers

KEY ACTIVITIES
1. 2. 3. 4. 5. 6. 7. Collecting milk from the villagers Processing Cost Implementation Delivering it to the depots Making it reach to the customer Advertisements Customer feedbacks and suggestion

KEY PARTNERS
1. 2. 3. 4. 5. Milk producer members Village dairy co-operatives District milk co-operative unions State co-operative milk marketing federation GCMMF- Gujarat co-operative milk marketing federation limited. 6. Retailers.

KEY RESOURCES
1. 2. 3. 4. 5. 6. Raw Material (Milk) for processing. Village Co-operation Manufacturing Units Collection Depots Inventory Storage facility Effective supply chain.

COST STRUCTURE
1. 2. 3. 4. 5. 6. 7. 8. Cost of milk Labor cost Processing cost (Highest) Packaging cost Transportation Cost Advertising cost (1% of total cost) Supplier cost- bulk milk coolers. Dry and cold warehouses to buffer inventory

REVENUE STREAMS
1. Value added is more than the cost, so wealth maximisation strategy works best. 2. Amul Parlours generate a revenue of 250 cr INR 3. Exports of the product generate a revenue of 500 cr INR 4. Retention of surplus to fund growth and development. 5. Limited/ no credit, i.e., all transactions are essentially cash only. 6. Just-in-time inventory strategy improves dealers' return on investment (ROI)

BUSINESS MODEL CANVAS

1. 2. Milk producer members Village dairy cooperatives District milk cooperative unions State cooperative milk marketing federation GCMMFGujarat cooperative milk marketing federation limited. Retailers
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5. 6. 7.

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Collecting milk from the villagers Processing Cost Implementation Delivering it to the depots Making it reach to the customer Advertisements Customer feedbacks and suggestion

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3.

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5.

2. 3. 4. 5. 6.

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Raw Material (Milk) for processing. Village Cooperation Manufacturing Units Collection Depots Inventory Storage facility Effective supply chain

4. 5.

Delivering a sense of Indian-ness Best Quality at reasonable prices. Providing maximum reach to the customers. Value for money. Products catering to the taste buds of every segment of consumer:

Sponsorship shows, they use lot of mediums like advertisements, Hoardings, Newspapers, TV shows

Products catering to the likes and choices of all segments of customers.

Intensive distribution strategy. Maximising reach to every customer

Amul Parlours generate a revenue of 250 cr INR Exports of the product generate a revenue of 500 cr INR

1. 2. 3. 4. 5. 6.

Cost of processing. Labour cost Manufacturing cost Transportation cost Advertising CRM

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