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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



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