1. Presented by:
ANKUR CHANDRA
MAYANK PARASHAR
DHEERAJ KHATWANI
Amul
HARSH JAIN Sales &
MOHIT SHARMA Distribution Study
RAJAT .

2. Overview
• The Brand „Amul‟ is owned by The Gujarat Cooperative Milk Marketing
Federation.
• GCMMF is Largest Food Products Marketing organization of India, with
a revenue of $1.5 Billion.
• It links 2.8 Million Village Milk producers and 13,141 Cooperative
Societies across 13 Districts to milk and dairy consumers across India.
• White revolution of India was an initiative under the Umbrella of Amul.
• Amul sells its products around the world in 40 countries.

3. Key Elements of Business Model
• Operations that are low cost, high quality and high efficiency
(Competitive Edge).
• Strict margins at retail and distribution ends, utilizing economies of
scale to remain competitive.
• High Sharing of profits with Farmers, to develop long-term
relationships with them.

4. Product Classification
D I L
Dairy Products
Ice Cream
Butter
Cheese Liquid Milk
VHT
Frozen Paneer
Kool

5. Amul has a wide range of products:
Cheese
Powder Milk For Cooking
· Amul Pasteurised
· Amul Spray Infant Milk · Amul/Sagar Pure
Processed Cheese
Food Ghee
· Amul Cheese
· Amul Instant Full Health Drinks · Cooking Butter
Spreads
Cream Milk Powder · Amul Malai Paneer
· Amul Emmental · Nutramul
· Sagar Skimmed Milk · Utterly Delicious
Cheese
Powder · Amul Shakti Pizza
· Amul Pizza Health Food
· Sagar Tea Coffee · Mithai Mate
Mozzarella Cheese Drink
Whitener · Masti Dahi
· Gouda Cheese
· Amulya Dairy Whitener · Pro-Biotic Dahi
Product
·
AMUL Portfolio
Bread Spreads Milk Drinks Fresh Milk Desserts
· Amul Butter · Amul Kool Milk Shaake · Amul Fresh Milk · Amul Ice Creams
· Amul Lite · Amul Kool · Amul Gold Milk · Amul Shrikhand
· Delicious Table · Amul Kool Cafe · Amul Taaza Double · Amul Mithaee
Margarine · Kool Koko Toned Milk Gulab Jamuns
· Nutramul Energy Drink · Amul Lite Slim & · Amul Chocolates
· Amul Kool Chocolate Milk Trim Milk · Amul Basundi
· Amul Kool Flavoured · Amul Fresh Cream · Amul Yogi Yoghurt
Bottled Milk · Amul Shakti Toned
· Amul Kool Flavoured Milk
Tetra Pack · Amul Calci+
· Amul Kool Masti Spiced · Amul Buttermilk
Buttermilk
· Amul Lassee
· Amul Kool Thandai

6. The Supply Chain
Dairy cooperative society at
village level
Milk union at district level
Milk federation at state level

8. Village Dairy Cooperative Society
(VDCS)
• Collection of surplus milk & payment based on quality & quantity.
• Providing support services to the members.
• Selling liquid milk for local consumers of the village.
• Supplying milk to the
District Milk Union

9. Member Unions or Depots
• Procurement of milk from the VDCS
• Providing input services to the producers.
• Conducting training on Cooperative development
• Providing management support & regular supervision to the VDCS.
• Establish Chilling Centers & Dairy Plants for processing the milk.
• Selling liquid milk & milk products within the District.
• Process milk into various milk & milk products.
• Decide on the prices of milk to be paid to
milk producers.

10. Corporate Office Functions
• Marketing of milk & milk products
• Establish distribution network
• Arranging transportation from the Milk Unions to the market.
• Creating & maintaining a brand
• Providing Technical Inputs, management support & advisory services.
• Decide on the products to be manufactured at various Milk Unions (product-
mix)
• Conduct long-term Milk Production, Procurement, Processing & Marketing
Planning
• Conflict Resolution & keeping the entire structure intact

11. Procurement Network
• An average of 1,000 Farmers sell milk at a Local Cooperative society.
• Each Farmer has plastic cards for identification.
• The Identification Number is fed into a computer.
• The milk is then weighed and the fat content of the milk is measured
by an electronic fat testing machine.
• The Computer then calculates the amount due to a farmer on the basis
of the fat content in the milk.
• The value of the milk is then printed out on a slip and handed over to
farmer who collects the payment at adjacent window.

12. Policies
• Regarding Rural market: No different policy for Rural Market.
• Differential Prices: Most of the Amul product has lower prices in state
of Gujarat due to less transportation cost.
• Unused Milk: Milk, once, supplied to retailer is not taken back. Retailer
uses the unused milk after “Best before” date for making other dairy
products such as Paneer, etc.

13. Sales Forecasting
• Retailer Forecasting.
• Backend Data.
• Festivals and Special Occasions.
• Seasonal demand.

14. Distribution and Dealers
Distribution Channel – From the manufacturing units to the retailers.
• Amul products are available in over 800,000 retail outlets across India
through its network of over 5,000 distributors.
• First Leg – From manufacturing units to Depots: Amul has 65 depots
across major cities of India.
• Second Leg – From Depot to Wholesale Dealers: Amul has a network
of over 5000 distributors . The margins offered to the distributors
range between 3-5%.On every crate there is a margin of Rs 5.5 .No
volume discounts to distributors, prices are fixed.
• Third Leg - This is the flow of good from WD‟s to retailers, a beat plan
is prepared and transportation is done on auto-rickshaws, rickshaws
and bicycles.

15. Distributors : Rohit and Co. (Ghatkopar , Tilak Nagar, Vidyavihar)
Day • Different schedules for both Tetra pack and pouch milk
Schedule
• Sales (in value and volume), Gross Profit, Net Profit
Profit • Expenses – Staff , Rent (warehouse + delivery vans)
Margins and
Expenses
, Electricity Bills
Man Power • Staff and Roles
and • Cold Storage and warehouses : FIFO
storage
facility
• 1 day long “Product Launch Conference”
Training and • Motivation : Amul-The Brand
Motivation

16. Communication &
Advertising
• Corporate campaign: The Taste of India
• Amul butter girl is one of the longest run ad campaigns in the
country (44 years!!!)
• Umbrella Branding
• Institutional Advertising
• Promotion budget
• Mere 1% of its turnover

17. Communication &
Advertisements
• Controversial issues and Social Messages
• Amul Greetings
• Newsletter and publication
• Competitions , Recipes, Cricket Rankings

18. Outdoor • Hoardings/billboard
Broadcast • Television
Non-broadcast • Cinema
• Newspaper
Print • General interest magazine
Media
• Independent website
Internet • Social Networking Sites

19. BILLBOARD ADS

21. Thank you for your
Patience