3. DAIRY INDUSTRY IN INDIA
• Dairy Cooperatives account for the major share of
processed liquid milk (around 20%)
• 170 Milk Producers’ Cooperative Unions spread
across 22-state cooperative dairy federation.
• Leading brands- Amul (GCMMF), Vijaya (AP), Verka
(Punjab), Saras (Rajasthan), Nandini (Karnataka),
Milma (Kerala) and Gokul (Kolhapur).
• Products : Pouched Milk, Butter, Cheese, Ice-
cream, Flavoured Milk, Ghee, Lassi.
4. Amul
1973 2011 2012-17
Roadmap for
Situation Analysis 2012-17
5. Amul’s Profile
The Amul Model of dairy development is a three-
tiered structure with the dairy cooperative
societies at the village level federated under a
milk union at the district level and a federation of
member unions at the state level.
Establishment of a direct linkage between milk
producers and consumers by eliminating
middlemen
Milk Producers (farmers) control procurement,
processing and marketing
Professional management
The Amul model has helped India to emerge as
the largest milk producer in the world. More than
13 million milk producers pour their milk in 1,
28,799 dairy cooperative societies across the
country. Their milk is processed in 176 District
Co-operative Unions and marketed by 22 State
Marketing Federations, ensuring a better life for
millions.
Source: Amul’s website
12. 4I’s of Amul
Improvement
in Rural
Economy
Impact
Indigenous
Immovation
(Imitation,
Innovation)
Idea
13. Competition
Category Business Environment Competition Growth
Pouched Milk Huge Investment Required ; Mother Dairy 6%
Unorganized sector
Flavored Milk Very high growth Mother Dairy, Nandini 25%
Milk powder High Price ; Export Opportunities Nestle, Britannia 10%
Baby Food Huge Margin, Single Major Player Nestle (95% share) 10%
Ghee Home-made preferred Unorganized market 9%
Butter Consumers increasing favoring low- Britannia 7%
fat varieties
Cheese Opportunities in rural market Britannia, Dabur 15%
Ice Cream Competitive Kwality Walls, Vadilal, Mother Dairy 12%
Paneer Market penetration possible Amul is the only national player 8%
having >50% share of organized
market.
Flavored Yogurt New category and gaining quick Nestle, Danone, Cocoberry 22%
acceptance, considered as a
premium product
Lassi Good preference for unorganized Few organized players, Mother Dairy 13%
sector etc. Major competition is
restaurants.
14. Trends in Competition
Mother Dairy Co-operative roots; strong in NCR
Parag Dairy Fast Growth rate. More than 10%
Nestle Old player; have future plans in dairy segment
HUL Big player with financial muscles
Britannia Strong in cheese market
16. Trends
• According to Assocham, milk production in India
is likely to reach 190 million tons by 2015 with an
annual turnover of INR 5 lakh crore.
• PE firms could take an interest in private dairies;
supply of capital for expansion
• Brand wars – A+ with Nestle and more.
• Increase in capacity required (current = 9+ million
liters per day)
17. Perceptual Map: Guiding Factor
Societal Impact
Continue/Enter
Discontinue / Do Not Enter
Economic Impact
18. Ansoff Matrix Analysis
Product
Existing New
Market Penetration Product Development
Existing Fat Free Dessert
Fresh Milk
Cooking Chocolate
Ghee, Milk Powders
Markets Soups
Ice Cream
Lassi, Diabetic Products,
Healthy products
New Market Development Diversification
South East Asia and
South East Asia and
Middle East with products like
Middle East with products like
Sterilized Paneer, Cow Ghee,
Srikhand, Paneer & Butter Confectionery items
21. Brand Positioning
• Shift in Focus - Youth
• Amul butter girl – witty topical ads – has been
largely successful. Longest running campaign –
should be continued
• Sponsoring Netherlands in the cricket world cup
• F1 race
• Amul Cafes
• Recently, it re-launched its theme song
(leveraging digital media).
22. Future Roadmap
•Promote sub-branding within the AMUL brand to target high-end
customers
• Shift in focus on youth to be continued
• Go for ‘product development’ using premium products
•Gain greater control over the distribution channel in major markets to
counter threats from upcoming retail formats
•Emphasize Brand Management
•Creation of Strategic Business Units based on distribution channels
23. Future Roadmap
• Increase capacity to (triple) to drive down the prices
• Focus on inbound logistics and outbound logistics to improve the
margins
• Increase dealers from 5000 to 10,000. Retailers from 10 lacs to 12.5
lacs (Uniform increase)
• Focus on Flavored milk and yogurt market. Target 40+% market
share.
• Increase organized market from 15% to 40% (5% every year)
• Increase the number of parlors from 6000 to 12,000. Number of
cafes to 400; Number of stalls at railway stations from 177 to 350
• Product development – Diabetic products. Exit Chocolate market
• Revenue growth from $2.2 bn. To $ 5 bn. in next five years