AMUL

4. Introduction
To
Amul

6. History
Of
Amul
“White Revolution”

7. KAIRA DISTRICT CO-OPERATIVE
MILK PRODUCERS UNION
Sardar Vallabai Patel adviced Farmers
250 Litres per Day
In 15 Nov 1954 , Dr.Rajendra Prasad
laid foundation of Milk Powder
Factory with help of UNICEF
Shri Pandit Jawaharlal Nehru open
Amul dairy on 20 Nov 1955
Dr. Verghese Kurien, Founder of AMUL

9. GUJARAT CO-OPERATIVE MILK MARKETING
FEDERATION LIMITED – GCMMF – 1973
Members 17 district cooperative union
No. of Producer Members 3.03 million
No. of Village Societies 15,760
Total Milk handling capacity 13.67 million litres per day
Milk collection (Total – 2010-11) 3.45 billion litres
Milk collection (Daily Average 2010-11) 9.2 million litres
Milk Drying Capacity 647 Mts. per day
Cattle feed manufacturing Capacity 3690 Mts. per day

10. Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
2007-08 52554 1325
2008-09 67113 1504
2009-10 80053 1700
2010-11 97742 2172

11. Some of the major dairy cooperative federations
• Andhra Pradesh Dairy Development Co-operative Federation Ltd
(APDDCF)
• Bihar State Co-operative Milk Producers Federation Ltd (COMPFED)
• Gujarat co-operative Milk Marketing Federation Ltd (GCMMF)
• Haryana Dairy Development Cooperative Federation Ltd. (HDDCF)
• Himachal Pradesh State Cooperative Milk Producers Federation Ltd
(HPSCMPF)
• Karnataka Cooperative Milk Producers Federation Ltd (KMF)
• Kerala State Cooperative Milk Marketing Federation Ltd (KCMMF)
• Madhya Pradesh State Cooperative Dairy Federation Ltd (MPCDF)
• Maharashtra Rajya Sahkari Maryadit Dugdh Mahasangh (Mahasangh)
• Orissa State Cooperative Milk Producers Federation Ltd (OMFED)
• Pradeshik Cooperative Dairy Federation Ltd (UP) (PCDF)
• Punjab State Cooperative Milk Producers Federation Ltd (MILKFED)
• Rajasthan Cooperative Dairy Federation Ltd (RCDF)
• Tamilnadu Cooperative Milk Producers Federation Ltd (TCMPF)

12. VISION &
MISSION OF
AMUL

13. Vision :
Liberate our farmers from economic
oppression and lead them to prosperity.
The taste of India is to be a part of everyone's life.
Mission :
Dairy cooperatives of Gujarat turnover of Rs.
27000 crore by the year 2020.
Expansion of distribution network, creative
marketing, consumer education and product
innovation.
Objective:
To ensure that the maximum share of the
consumer’s rupee goes back to the milk
producers.

14. PLANTS
Of
Amul

18. CEO &
BOARD OF
AMUL

19. CEO of
AMUL
P G Bhatol
GCMMF

22. 1) Product is lasting distinctiveness from
competitor's product.
2) Products have perishable distinctiveness
from competitor's product.
3) Products have little distinctiveness from
competitor's product.

23. ADVERTISING
PUBLIC
RELATIONS
SALES
PROMOTIONS

24.  BANNERS
TELEVISION AD
NEWS AD
POSTERS

25. Re-
purchase
Trial
Preference
Liking
Knowledge
Awareness
80% of Targeted
Population
60% of Awareness
40% of Knowledge
20% of Liking
10% of Preference
5% of Trial
As per the consumer responses hierarchy model.
The calculation are like below.

27. PRODUCTS
Of
Amul

28. BREAD SPREADS
CHEESE RANGE
MITHAEE RANGE
PURE GHEE
UHT MILK RANGE
INFANT MILK RANGE
MILK POWDERS
FRESH MILK
SWEETENED CONDENSED MILK
AMUL ICE CREAMS
CHOCOLATE AND CONFECTIONERY
BROWN BEVERAGES
MILK DRINK
HEALTH BEVERAGE
READY TO SERVE SOUPS

30. BRITANNIA
NESTLE
HEINZ
HLL
MOTHER DIARY
DOMINOS
PIZZA-HUT
CADBURY

31. AWARD &
ACHIEVEMENT OF
AMUL

32. Amul receives Green Globe Foundation Award
Dr. V.Kurien honoured with Life Time Achievement Award
GCMMF receives Srishti's G-Cube Award - 2010
Amul Bags International Dairy Federation Award
Amul Bags Srishti G-cube Award For Good Green Governance -
2009
Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy
Summit
Ramkrishna Bajaj National Quality Award - 2003
Qimpro Gold Standard Award - 2003
Amul - The Taste Of India (GCMMF) Receives International
CIO 100 Award For Resourcefulness
Rajiv Gandhi National Quality Award - 1999

33.  White Revolution movement is being replicated
in70,000 villages in over 200 districts in India.
Amul Dairy has organized over 10,000village
cooperatives.
Rise in export of Amul products.
Every day Amul collects 4,47,000 litres of milk.
Today, 173 milk producers cooperative unions
and 22 federations play a major role.
Overseas Markets –MAURITIUS, UAE,USA,HONG
KONG,CHINA, BANGLADESH,SINGAPORE,SOUTH
AFRICA,JAPAN & SRILANKA

34. CORPORATE
SOCIAL
RESPONSIBILITY

35. Amul Relief Trust :
Chairmanship of Dr. V. Kurien in 2001 with a donation of
Rs. 50 Millions for reconstruction of the school buildings damaged in the 2001
earthquake in the Kutch area.

36. GREEN GUJARAT TREE PLANTATION :
The milk producers of Gujarat Dairy Cooperatives are
conducting mass tree plantation drive every year on Independence Day for last five years.
In last five years (2007 to 2011) the milk producers have planted around 311.98 lakh trees.
"Green Revolution Day by Afforestation to Protect Mother Earth from Pollution,
Climate change and Global Warming".
Sr. No
Year of tree
plantation
No. of trees
planted (in
lakhs)
No. of trees
Survived (in
lakhs)
Survival
percentage
1 2007 18.90 11 58
2 2008 52.74 26 49
3 2009 84.24 38 45
4 2010 83.5 39 47
5 2011* 72.6 34 47
Total 311.98 148.122 47

39. REFERENCE WEBSITES :
WWW.AMUL.COM
WWW.WIKIPEDIA.COM
WWW.SLIDESHARE.COM
WWW.SCRIBD.COM
WWW.WIKIANSWER.COM
WWW.YAHOOANSWER.COM
SEARCH ENGINE :
WWW.ASK.COM
WWW.GOOGLE.COM
WWW.BING.COM

40. Subject:StrategyManagement
Source:Internet
Faculty:M.Iswarya
Type:PPT
Slides:40
RollNo: 91340
Name:Puspatharan.P
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