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SALES AND DISTRIBUTION MANAGEMENT
ASSIGNMENT ON
AMUL MALAI PANEER
UNDER THE GUIDANCE OF:
Prof. Chumki Chatterjee
Submitted by-
Abhilash Paul
Srimon Das
Souvik Bose
Suhasini Mishra
Vikash Pandey
Madhu Shree Jalan
INTRODUCTION
Formed in 1946, is a dairy cooperative movement in India. A brand name
managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).
Jointly owned by 2.6 million milk producers in Gujarat spurred the White
Revolution of India, which has made India the largest producer of milk and milk
products in the world. Overseas markets - Mauritius, UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong and a few South African countries
Fresh plans of flooding the markets of Japan & Sri Lanka. Dr Verghese Kurien,
former chairman of the GCMMF -the man behind the success of Amul. On 10
Aug 2006 Parthi Bhatol was elected chairman of GCMMF.The white revolution
has finally created a billion-dollar brand. The brand name Amul means
“AMULYA” (suggested by a quality control expert in Anand). This word
derived from the Sanskrit word “AMULYA” which means “PRICELESS”.
Amul has spurred the white revolution of India, which has made India the
largest producer of milk and milk products in the world and the White
Revolution has finally created a billion-dollar brand. Today Amul dairy is No.
1 dairy in Asia and No. 2 in the world, which is matter of proud for Gujarat and
whole India. Amul has more than 150 chilling centers in various villages.
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 has a 15% market share in the Rs 15,000 crore
milk category, and a 37% share in the Rs 900 crore organized ice-cream.
Business Model
RAW MILK
Condensed
Package Milk Dried
Ghee
ice Cream Skimmed Milk
Butter
Paneer Powder
Cream
Every day Amul collects 7 million liters of milk from 2.6 million farmers (many
illiterate), converts the milk into branded, packaged products, and delivers
goods to over 500,000 retail outlets across the country. Its supply chain one of
the most complicated in the world.
Amul Growth Rate
Annual Turnover of 4300Crore (2006-07) Rs 10000Crore mark in 2010
Five decade to became Rs 2000Crore entity but the turn over doubled to over Rs
4300Crore within nine years form 1999-07.
Annual Turnover 10000
10000
8000
INR Crores
6000
4300
4000
CAGR
2000 32%
2000
0
1946 1999 2007 2008 2009 2010
Time Frame
Amul Business Strategy
Developing demand
Limited purchasing power, modest consumption levels
A low-cost price strategy products
The distribution network
Dry and cold warehouse
Cash transaction throughout the supply chain
JI T improves dealers returns on investments (ROI)
Umbrella brand
common brand for most product categories
Alum's sub-brands , edible oil products - Dhara, mineral water - Jal Dhara
brand while fruit drinks – Safal
Third party service providers
core is milk processing , production of dairy products
logistics of milk collection, distribution of dairy products, sale of
products through dealers and retail stores
SWOT ANALYSIS OF AMUL
Strengths
Largest food brand in India & Asia High Quality, Low Price.
Introduced TQM.
World’s Largest Pouched Milk Brand Annual turnover of
4300Crore(2006-07).
Highly Diverse Product Mix.
Robust Distribution Network
Weakness
Strong dependency on weak infrastructure & completely dependent on
villages for its raw materials
Risks of highly complex supply chain system
Short shelf life of its Products
Alliance with third parties who do not belong to the organized sector
Opportunities
Penetrate international markets
Diversify product portfolio to entre new products categories and expand
existing categories like processed foods, chocolates etc.
Use internet to sell its products
Threats
Competitors- Hindustan lever, Nestle, Britannia and Local players
Stiff competitions from MNC’s in butter
Growing price of milk and milk products
Ban on exports of milk powder
The yield of India cattle still much lower than other dairy countries.
• Wide range of product categories caters to consumers across all market
segments. For example, Amul Kool is targeted at children, while
teenagers prefer Kool Café, as it has a cool imagery associated with it.
• Segmentation is not as easy in curd and low fat products, due to mixed
audiences, various culinary applications, eg. ghee, butter and cheese.
“In India, the most used spread is ghee, then butter, cheese, low fat butter,
margarine, cheese spread and mozzarella cheese.
• Changing retail environment
• Striking out on its own, with Amul Outlets or parlours to deliver
consumers total brand experience
• Launched in 2002, there are now 400 Amul parlours across the country,
which contributed 3% to the brand’s total turnover last year.
High profile locations: Amul parlours are today present on campuses of
Infosys, Wipro, IIM-A, IIT-B, Temples, Metro rail and railway stations in
Gujarat.
• A mass market player, no premium offerings
• USP – Quality with affordability
• Up against niche players – value addition to customers
• Sheer size and scale of operation
• New offerings for health conscious and vibrant India
Butter - Britannia and Nestle
Cheese - Britannia, Nestle and Heinz
Ice creams - HLL
Curd - Nestle and Mother Dairy
Amul Malai Paneer - Mother Dairy
AMUL MALAI PANEER
It started with the name Amul Paneer was not just paneer but was ‘malai paneer
connoting:-
The vital quality of paneer its ingredient.
Made from rich cream.
A grainy texture that absorbs better (and is not rubbery)
Technologically it is equivalent to cream cottage cheese of western products. It
is available in already cut cubes form which saves preparation time of
housewives as well as reduces losses due to crumbling. The best quality Malai
paneer with quality assurance of Amul is the
Higher fat contain (26-27%) and lower moisture compared to
lose paneer available in market.
Richer, softer, butter, paneer made out of fresh milk.
PACKAGING
The packaging was technologically designed to seal in the freshness of
paneer. The pack graphics portrayed an appetising shot of a paneer dish,
“paneer pea’s masala”. The pack’s shelf appeal was aimed at giving it a
premium feel.
The communication task for Amul Malai paneer was to drive home the point it
being soft, rich and creamy.
COMPETITOR
Only national brand of paneer available in India since 1997.
Later Mother Dairy
Britannia
COMMERCIALIZATION
The Amul paneer TV commercial was centred on the great taste of
paneer which is so good that it even helps an amnesia patients recover his lost
memory.
The TV commercialization was supported by limited press advertising during
the launch phase. Amul malai paneer as per Amul corporate values was also
price attractively post launch researches have shown that the brand has gained
high trail. The TV commercial has been remembered and liked with Amul
Malai paneer GCMMF has managed to open up yet another large opportunity
for the Amul brand to take its message into more homes: “The taste of India
Rural”.
ADVERTISEMENT
Interpretation- The advertisement shows, a man and his memory is lost. So the
doctor says to his family member to remind him something by bringing a thing
near to his heart. The wife’s mind strikes about Amul Malai Paneer. Easy to
cook and healthy to eat.
Interpretation- The person looks at the food and Amul Malai Paneer. His
memory Comes back just in few seconds.
Interpretation- Amul Malai Paneer is so fresh and natural that it always feels
like home while eating this dish. Even if a person is missing the taste of
homemade food can have Amul Malai Paneer to live the memories of taste of
homemade food.
Sales Figure-
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
Year of Establishment 1973
17 District Cooperative Milk Producers' Unions (16 Members &
Members
1 Nominal Members)
No. of Producer Members 3.18 Million
No. of Village Societies 16,117
Total Milk handling capacity
13.67 Million litres per day
per day
Milk Collection (Total - 2011-
3.88 billion litres
12)
Milk collection (Daily Average
10.6 million litres (peak 13 million)
2011-12)
Milk Drying Capacity 647 Mts. per day
Cattlefeed manufacturing
3690 Mts. per day
Capacity
Sales Turnover - (2011-12) Rs. 11668 Crores (US $2.5 Billion)
WEBLIOGRAPHY
www.google.com
http://www.scribd.com
http://www.docstoc.com
www.amul.com
