amul final report 2012.docx
TRANSCRIPT
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Galvanising Amul Sales
CAPSTONE fnal REPORT
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INDEX
Topics Pg No.
1. Executive summary 4
2. Project objective 4
3. Dairy Inustry In Inia !
4. Introuction to "mu# $
!. %&'T "na#ysis '( "mu# )
$. 'bj 1* business port(o#io ana#ysis 11
+. 'bj2* ,orecasting esire gro-t rate 2/
0. 'bj 3* strategies to acieve reuir gro-t rate 22
a. Prob#em (ace*
i #oba#iation 22
ii 5ompetition 22
iii cost increase 23
b. gro-t (actors
i prouction yie# 2!
ii supp#y cain 2$
iii sa#es an istribution 20
iv exports 2)
v price reuction 31
vi prouct innovation 32
vii mar6eting7 av an pac6aging 33
). bib#iograpy 3!
EXE58TI9E %8::";
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"mu# is a unique example of cooperative which has successfully established itself in dairy
products market which is quite commendable. Amul is the largest co-operative movement in
India with 2.8 million milk producers organied in !"#$$2 co-operative societies and 2.!$ billion
turnover in 2"!"-2"!!. %he country&s largest food company# Amul# is the market leader in butter#
whole milk# cheese# ice cream# dairy whitener# condensed milk# saturated fats and long life milk.
Amul follows a unique business model# which aims at providing &value for money& products to its
consumers# while protecting the interests of the milk-producing farmers who are its suppliers as
well as its owners. 'espite being a farmers& co-operative# Amul has given multinationals a run
for their money.
'uring the financial year 2"!"-!!# ()**+ registered impressive topline growth of 22.!,#
achieving turnover of s. //0 crore. %his performance is even more remarkable# when viewed
from the perspective that the organiation was able to achieve ! billion dollar turnover in the
11rd year of its formation while it took only ust four more years to add another ! billion dollarto its turnover. %urnover of ()**+ registered )A( of 21, during the last 0 years. 'uring
the year 2"!"-!!# ()**+ paid s. 810$ crore to its 1" lakhs farmer members. 3ayout to
farmers also registered 21, )A( in last 0 years.
4o# through this proect we attempt to do the portfolio analysis of the wide range of products# and
its 456% analysis to find out the current status of A*7. +urther suggest the growth strategies
for the potential products to galvanie its sales to 2"#""" in $ years from //0 crore.
Project objective9
%he proect:s obective is
%o analye business portfolio of each product line.
%o forecast the desired year by year growth rate required to achieve target of s. 2"#"""
cr in $ years
%o suggest strategies to achieve the above mentioned growth rate.
Dairy inustry in Inia
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'uring the pre-independence era# public and private agencies dominated the dairy industry#
although government policy did not favour any one organiational form. ;arly efforts to organie
dairying along cooperative lines were made immediately after the enactment of the )ooperative
4ocieties Act# !!2. %he present day allabhbhai 3atel. %he dairy farmers of the then ?heda 'istrict of (uarat organied themselves
to form a dairy cooperative in order to directly undertake sale and processing of milk collected
from member dairy farmers of the district.
%he government of India took some steps to improve the quality of milch animals and their
productivity through the ?ey >illage 4cheme. 'uring the two decades between !$! and !/"#
milk production grew by barely ! per cent annually# while per capita milk availability declined
by an equivalent amount.
'uring the !="s# various state governments tried different strategies to develop dairying#
including establishing dairies run by their own departments# setting up cattle colonies in urban
areas# and organiing milk schemes. Almost invariably# dairy processing plants were built in
cities rather than in the milk sheds where milk was produced. %his urban orientation to milk
production led to the establishment of cattle colonies in *umbai# )alcutta# and *adras. %he
obective was to meet the demand for milk and milk products in big cities through improvements
in milk collection# processing# and distribution.
%he 6peration +lood @6+ programme implemented by the Bational 'airy 'evelopment Coard
@B''C from !/" to != played the key role in bringing about the transformation in dairy
development in the country. %he 6+ programme established milk producers: cooperatives invillages and made modern technology available to them. %he broad obectives were to increase
milk production @Da flood of milkD# augment rural incomes# and transfer to milk producers the
profits of milk marketing that were hitherto enoyed by well-to-do middlemen.
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INT;'D85TI'N* ":8=
Amul was set up in !0= and its full form is Anand *ilk- producers 7nion td. It is an
organisation which focuses on the promotion of the interests of its members in accordance with
the principles of co-operation.
Amulfollowed a unique business model# which aimed at providing &value for money& products
to its consumers# while protecting the interests of the milk-producing farmers who were its
suppliers as well as its owners. Amul bought all the milk offered by the milk producer# made
timely payment# and shared with the producers the profit generated from marketing the milk and
milk products under the Amul brand name.
%he management of the brand name is done by the (uarat )o- operative *ilk *arketing
+ederation td @()**+ which is a cooperative organiation.
=ocation*
Amul is located in town Anand which is in the state of (uarat and it has set up itself as a model
for development in the rural areas. +or Amul Crand has started the evolution 5hite of India
which has helped to make the country the biggest manufacturer of milk and its by products in the
whole world. Amul has around 2.8 million producer members and the total capacity for handling
milk is around !".!= million liters every day. %he brand&s capacity for milk drying is around $0
*ts. each day and its capacity for cattle feed manufacturing is about 2=0" *ts each day
>ac6groun note*
Amul&s genesis was linked to the freedom movement in India. 4ardar >allabhbhai 3atel# aneminent Indian freedom fighter encouraged the dairy farmers from the ?aira district in (uarat toform a cooperative to counter the &exploitatively& low prices offered for their milk by themonopoly milk supplier of the area# 3olson&s 'airy. %he dairy farmers met in 4amarkha @?airadistrict# (uarat on the 0thof Eanuary !0=# and decided to set up a milk producers& cooperativethat would deal directly with the Combay government# the final buyer of their milk. %his was theorigin of the Anand model.
Initially# when the Combay government refused to deal with the cooperative# the farmers called astrike. %he government finally relented when Combay went without milk for a fortnight. %he
successful union registered itself as the ?aira 'istrict )ooperative *ilk 3roducers& 7nion td.@?)*37# Anand# in (uarat in 'ecember !0=.
7nder the chairmanship of %ribhuvandas 3atel @3atel# the ?aira 7nion# headquartered in Anand#began with two milk societies# and a daily milk collection of 2$" litres. 5hen it startedoperations# the cooperative included two tiers. At the base was the primary village dairycooperative society @')4 of milk producers. 4everal such village cooperatives together formedthe district milk producers& union at the second level# which was entrusted with procurement and
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processing of milk. Cy appointing qualified technologists and professional managers# thecooperatives helped the farmers to leverage modern management practices and technology.>arghese ?urien&s @?urien association with ?)*37 began soon after the inception of thecooperative
Port(o#io*
Amul is the biggest brand in the pouched milk sector in the world and in India it is the biggestfood brand. Amul&s range of products includes milk# ghee# milk powders# curd# ice cream# paneer#cream# chocolate# cheese# butter# and shrikhand.
In butter# cheese and saturated fats# Amul has remained the undisputed market leader since itsinception in !$$# by offering quality products at competitive prices. In other categories# Amulhas nullified its late mover disadvantage through aggressive pricing# better quality# innovativepromotion# and superior distribution
%he various brands of Amul&s bread spreads are Amul ite# Amul Cutter# and 'elicious %able*argarine.
%he Crand Amul&s milk drinks are sold under various names such as Amul ?ool# Amul
?ool )afe# ?ool ?oko# Amul ?ool )hocolate *ilk# and Amul *asti 4piced Cuttermilk.
Amul&s powder milk is sold under many names like Amulya 'airy 5hitener# 4ugar
%ea )offee 5hitener# 4ugar 4kimmed *ilk 3owder# and Amul Instant +ull )ream *ilk3owder.
%he brand&s cheese is also sold under various names such as (ouda )heese# Amul
)heese 4preads# and Amul ;mmental )heese.
Amul Crand&s desserts are sold under many names like Amul Casundi# Amul assee#
(ulab Eamun *ix# Amul 4hrikhand# and Amul Ice )reams.
>usiness mar6ets*
Amul exports its products to various countries such as 74A# Australia# *auritius# )hina# Fong?ong# 4ingapore# 7A;# and Cangladesh
'rganiation structure9
%he cooperative model pioneered by Amul - a union of primary village dairy cooperatives- cameto be known as the DAnand patternD cooperative system. It was a three-tier structure thatcomprised village societies# district level dairy unions and a state level federation.
;ach tier was economically independent of the others and comprised representatives electedfrom the tier below it. %he organiations at each level were governed by their own bylaws# and
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were managed by democratically elected boards. %he primary milk producers democraticallygovern this entire federal cooperative structure to ensure that the higher-tier organiations servethe purpose of the lower levels and that the gains at all levels flow back to the milk producers insignificant measure.
7nder the Anand 3attern structure# individual farmers are oined in village-level dairycooperative societies @')4# which are oined to form district-level unions# which in turn areoined in state-level marketing federations. In each state# the Anand 3attern features9
decentralied milkproductionby the small milk producersG
milkprocurementby the village-level dairy cooperative societiesG
centralied milkprocessingby the district-level unionsG and
marketingof milk and milk products by the state-level federation.
%he value added at the procurement and processing stages can be realied by the cooperativesonly through control over marketing# which is therefore an essential requirement for success. Incontrast# many dairy cooperatives worldwide end up as suppliers of raw material to privatecompanies that own the brands and control marketing. Cy cutting out the need for middlemen inprocuring and selling milk# the Anand 3attern cooperatives have helped to reduce seasonal pricevariations and have enabled the farmers to enoy the fruits of their labour instead of surrenderingmost of the profit to corrupt and exploitative middlemen.
Pricing*
Amul&s philosophy had all along been to deliver value for money to its customers. 'espite beingpriced economically# Amul maintained its product quality.
Distribution*
()**+&s formidable distribution network comprised 1"" stock keeping units# 0= sales offices#1#""" distributors# !""#""" retailers with refrigerators# an !8#"""-strong cold chain# and $""#"""non-refrigerated retail outlets
"v an sa#es promotion*
6ver the years# Amul&s advertising philosophy had been Dto be simple# fresh and innovativeD. %heclean# emotion-based ads refrained from using hi-tech special effects# and aimed at maintainingthe perfect balance between the traditional and the modern...
=oo6ing aea*
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%he liberaliation of the dairy industry in !! had seen a number of multinational players likeCritannia# e Con# 'abon and Fi-ife enter the sector.
Analysts wondered whether a co-operative with limited financial means could stand up to themight of these *B)s# and if its low pricing strategy would continue to stay relevant. *B)s like
3ia Fut# 'omino&s# Findustan ever imited and )adbury had also become competitors. Amulhad proved its detractors wrong and firmed up ambitious growth plan
'bjective 1* >8%INE%% P';T,'=I' "N"=')4. Average collection of 8.0 million litres per day and affiliated to !1 'istrict)o-op *ilk producers union. All dairies are I46 ""!-2"""# I46 22"""# FA))3 certified.
4pecial features9 Amul milk is the most hygienic liquid milk available in the market. it is
pasteurised in state-of-the-art processing plants and pouch-packed to make it conveniently
available to consumers.
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Proucts*A*7 fresh milk# A*7 (old milk# A*7 %aaa 'ouble %oned milk# A*7 ite
4lim and %rim milk# A*7 4hakti %oned milk# A*7 )alciH# A*7 fresh cream
%&'T "na#ysis:
4trengths* 5orld:s largest pouched milk brand# (ood quality and affordable pricing#
(ood product mix# 'iverse range of products# (ood distribution network# A*7:s brand
image#
5eakness* Fighly complex supply chain# 'ependence on suppliers @farmers who are not
a part of the organied sector
6pportunities* 3enetrate international market# rural market# huge potential for expansion#
Bew product launches
%hreats* Intense competition from Critannia# Bestle# *other 'airy# ocal )ooperatives#
ising prices of milk# outh do not relate to milk as a hap drink# ising prices of
production of milk like unavailability of cattle feed
;ecommenations
A*7 could expand to rural markets. As the disposable income in rural India is increasing there
is increasing demand for value-added food products.
3romotions through %> and radio channels which reach the rural areas. A*7 could expand to
emerging markets of small towns. A*7 could introduce new products.
"mu# :i#6 Drin6s
Introuction*Amul is all set to further consolidate its position in the beverages market with the
introduction of milk shake under brand name Amul is all set to further consolidate its position in
the beverages market with the introduction of milk shake under brand name Amul ?ool *ilk
4hake in 0 exciting flavors Canana# *ango# 4trawberry and Cadam. Amul ?ool *illk 4hake#
targeted at youth J teenagers# is the balanced blend of best quality fruit solids @Canana# *ango#
4trawberry and goodness of milk. 3riced at s. 22K- for a 22" ml. in convenient J stylish worldclass )an packing.
Proucts9 %he Crand Amul&s milk drinks are sold under various names such as Amul ?ool# Amul
?ool )afe# ?ool ?oko# Amul ?ool )hocolate *ilk# and Amul *asti 4piced Cuttermilk# Fealth
'rinks.
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%&'T "na#ysis
%trengt* oo prouct range7 oo avertising an pac6aging
'pportunity* Pet bott#es7 Tie?ups -it co##eges@institutions7 ;ep#acement (or aerate
rin6s7 create consumer a-areness (or ea#t rin6s
&ea6ness* Not enoug bran visibi#ity
Treats* %o(t rin6s as inirect competition 7 Aarey ;nergy *ilkK assi# *% *ilk#
ocal *ilk brands
;ecommenation@ana#ysis*
%he market for health food drinks is a whopping ="#""" tonnes# and traditionally# the market for
white beverages is much larger than for cocoa-based drinks. ()**+ is eyeing !" per cent
volume share of the market within " days of launch and becoming the market leader in thiscategory within three years. %he plans appear ambitious since the white health food drink
market# estimated to be at s "" crore# is already saturated and kids @the main target consumers
prefer brown beverages that contain cocoa. Also# the health food drink industry# as a whole#
appears to be facing a slowdown# the market leader in the white health food drink category# had
to be relaunched last year with the new positioning as a drink for youth against the earlier thrust
on convalescents# and other brands in the white drinks category also appear to be facing a tough
market.Amul 4hakti is being positioned as a milk food that has Dreal milk for real nourishmentD
and it has to l provide the brand mass media support to create consumer awareness.
Ice cream* Area# mi#6 ice cream
Introuction9 the target segment of this product is Luality conscious children and adults and has
positioned itself as 3remium Ice )ream made in various varieties and flavors with dry fruits and
nuts. >arious verities of Ice )ream can be made from the basic mix by addition of required
amount of permissible colors and flavors
Proucts9 vanilla royal# royal treat range# nature:s treat# assorted treat# utterly delicious# sundae
range# nut-o-mania%&'T ana#ysis9
4trength9 (ood product range# good quality and packaging
5eakness9 Bot enough brand visibility# ess advertising
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6pportunity9 Figh ;nd ice-cream# %ie-up with food chains# *obile vans for better visibility
%hreat9 ?ulfi in rural markets# ocal ice creams and sweet dishes
5ompetitors9 ?wality 5alls# Caskin obbins# >adilal
;ecommenation@ ana#ysis9
If there is any provision of installments to purchase freeer then many customer can be
attracted to keep Amul ice cream because many customer are not able to invest huge amount
of !$#""" M 2"#""" at a time.
*arket in this sector is not exploited much by any other competitors so# it:s the favorableopportunity for the company to initiate and take the lead and capture the market by giving
some relaxations to the customer.
As there are various colonies in this sector# thus pushcarts can also be introduced in this
sector to increase the penetration
>;E"D %P;E"D* Autter#y butter#y e#icious amu#
Introuction9 most trusted butter brand# aunched in !$$# butter was one of the first milk
products offered by Amul. It was also the first time Amul successfully challenged the hegemonyof an established brand. Amul&s earliest competitor# 3olson had been the monopoly milk supplier
to the Combay *ilk 4cheme. Amul displaced 3olson to emerge as the undispute d leader in the
butter market. It targets Fealth and quality conscious people of ower# middle and upper class.
Proucts9 Amul Cutter# Amul ite ow +at Cread spread# Amul )ooking Cutter
%&'T ana#ysis9
4trength9 )reative advertising with Amul Caby# Figh brand presence# Figh visibility# ;xcellent
product quality and trusted name# Affordable price
5eakness9 4ome people don:t prefer butter form cow:s milk and prefer local homemade butter
6pportunity9 4maller packages# Bo frills packaging for rural customers at lower cost
%hreats9 ocal butter manufacturers# ow +at ow cholesterol butters like Butalite
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5ompetitors9 Critannia 'airy butter# Bestle Cutter
;ecommenation@ana#ysis9
Amul has used the hoardings and advertising to perfection. %aking cues from new films#
celebrities# the creative:s are fun to watch. *ore over Amul has sticked with the creativemessages throughout. %he Amul brand is that they have been consistent over the communication
campaign and brand strategy. A*7 has positioned itself as BTaste o( IniaCand have ensured
that their communication is in line with their positioning strategy. %he Amul girl who lends
herself so completely to Amul butter# created as a rival to the 3olson butter girl. %hus creating a
creative and positioned as leader now it:s time to plan to enter into foreign market by spending
the amount on J' and trying to reduce prices by maintaining the same quality and image
which will help it to face competition and enter into other market at competitive prices.
5eese*
Introuction9 ()**+ launched processed cheese in !$ followed by cheese powder in the
early !/"s. It pioneered the market for processed# branded cheese. ()**+ developed the
technology to make cheese from buffalo milk. 5orld over it is made from cow milk. ()**+
has a wide range of products in the processed cheese segment. Its cheese business grew at !8,
in 2""$-2""=. ()**+ exports cheese to the tune of ="" tons# making it the largest cheese
exporter in the country. Its 743 is quality.
Proucts9 Amul 3asteuried 3rocessed )heddar )heese #Amul 3rocessed )heese 4pread# Amul
3ia @*oarella )heese# Amul 4hredded 3ia )heese# Amul (ouda )heese# Amul *alai3aneer @cottage cheese# +roen# efrigerated and %inned #utterly 'elicious 3ia# Amul
;mmental )heese
%&'T ana#ysis*
4trength9 )reative advertising# Figh brand presence# Figh visibility# ;xcellent product qualityand trusted name
5eakness9 ow product rangeK taste
6pportunity9 4maller packages# Bo frills packaging for rural customers at lower cost# Bewer
tastesKvarieties# %ie up with restaurantsKfood chainsKpia parlors
%hreats9 (rowing market share of other players
5ompetitors9 Critannia )heese# Critannia Industries# 'ynamix 'airy Industries @''I#
Firanandani# ;%A and *etro.
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;ecommenation@ ana#ysis* %he Amul brand represents &value for money& to the Indian
consumer and its cheese portfolio is competitively priced and of assured quality. %he company
has been aggressively marketing its cheese products# to the extent of even moving away from its
umbrella brand strategy and introducing a new mascot# the Amul )heese Coy. 5hen low cost
pias were introduced# ()**+ adopted an innovative and successful strategy of increasing
sales of an elitist product @cheese by reducing the price of another elitist product @pias.
;specially since 2""$# the company has focused on expanding its already strong distribution
network to smaller cities as cheese demand has rapidly expanded beyond the large metros.
5oco#ates* Ataste o( Inia
Introduction9
Amul is known for quality and affordability.)hocolate market is estimated to be around !$""crore @A) Bielson growing at !8-2", per annum. %he per capita consumption of chocolate in
India is 1"" gram compared with !. kilograms in developed markets. Amul entered in
chocolates segment in !/". 6ver /" per cent of the consumption takes place in the urban
markets. %he target segment is Luality conscious children and adults and positions itself as %aste
of India by giving them quality products
Proucts* *ilk )hocolate# +un doo *ilk )hocolate# 'ark )hocolate# +ruit J But# Almond bar
%&'T ana#ysis*
4trength9 (ood product range# (ood quality and packaging
5eakness9 Bot enough brand visibility# ess advertising
6pportunity9 %ie-ups with celebrities# 4pecial occasion packages
%hreat9 ocal sweet dishes
5ompetitors*)adburys# Bestle# *ars@with all its child brands
;ecommenations@ "na#ysis*
Amul shouldeuvenate and strengthen the existing brands by extending its reach to semi-urban
and rural markets. 4ell its products through &non?traitiona#& outlets like music stores@such as
*usic 5orld# ma##s# reno-ne boo6storesand popular appare# out#ets@such as 3antaloons
and 5ills 4port boutiques.
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DE%%E;T%
Introuction* 'eserts market in India is growing at around )A( of !1-!$,. Amul has very
less contribution from this category towards its profit @$ ,. %he company is trying to change itsmarketing strategy and try to fill the (aps available by launching new products and spending on
its J' so that it can improve the quality and produce at less prices which help it to give
compete with local players
Proucts* amul mithaee mate# gulab amun# shrikhand# kulfi mix# amul basundi# asvar ladoo#amarkhand#amul flaayyo yoghurt.
%&'T "N"=
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3roducts9 Amul (hee# 4agar (hee @made from fresh cream# Amul ellow@)ow (hee
"mu# paneer*
Amul is the market leader in the organied sector for milk products with over $", market share.
3resently it is the only national brand that makes paneer right now. In 2"" they opened a newstate of the art manufacturing facility at ?hatra near *ehmedabad which increased its
manufacturing capacity from !""" to 8""" tonnes per year thus increasing the shelf life of the
paneer and also will help reach farther areas. %o reach the economies of scale the whey powder
produced as by product has been planned to be used to produce health supplement powder.
%he basic product features are9-
It is the most convenient form of paneer which is rich in proteins.
It has high fat and low moisture than loose paneer available in market.
3aneer has smooth# uniform texture and softness.
%&'T ana#ysis*
4trength* Crand name# Availability# 3resence in dice form
5eakness* Bo advertisement# eplacement problems7 ack of awareness7 ack of coordination
between distributors and retailers7 uneducated salesmen
6pportunities* Availability blocks paneer of $""gm and !kg# 3oor coordination and distribution
of local brands.
%hreat9 )ompeting brands @5arana >iaya# ;merging brands @nestle# mother dairy paneer
Dai
'ahi or )urd plays a key role in the Indian diet and in preparation of delicious dishes. It is ideal meal
accompaniment and is delicious as well as nutritious by itself too. It is also used to marinate veg. and non-
veg. dishes. 'ahi is well known for its nutritive values.
Proucts* *asti 'ahi# Amul 3robiotic 'ahi# Amul +lavvyo ogurt
%&'T ana#ysis*
4trengths* Crand name# Availability in various sies
5eakness* ack of advertisement7 imited availability of Amul yogurt#ack of awareness of probiotic
'ahi7 ack of coordination between distributors and retailers7 7neducated salesmen7 Fighly perishable
6pportunity* 3oor coordination and distribution of local brands.
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%hreats* )ompetitive Crands available @Critannia# *other dairy# Bestle# 3eople prefer dahi from local
milkmen
"mu# Pia
Amul currently sells about 1#$"" tonnes of cheese annually# which translates into a /" percent market
share. 6f this tonnage# moarella cheese - the semi-soft# high-moisture# unripened variety used for pia
making - accounts for roughly /""-8"" tonnes. Amul has targeted opening 1#""" pia retail franchise
outlets all over the country by the year&s end. %his is expected to boost the company&s annual sales of
moarella cheese alone by more than 0#""" tonnes.
ecommendationK analysis9
Amul was successfully able to launch the 3ia# Amul had an advantage with regard to 3ricing too but the
product failed due to the following reasons. %he problem it had was of winning the trust of the consumer
over the quality and freshness of the 3ias as they were froen and were manufactured quite a few daysback. 3ackaging# tastes and franchisee model were also questionable.
"mu# %oup
%F; (uarat )o-operative *ilk *arketing +ederation @()**+#rolled out a range of heat-and-serve
soups. Interestingly# the heat-and-serve soups were sold under the brand name *asti# and not Amul.
*asti soup was introduced in two flavors - hot J sour and tomato N to begin with# and is likely
to be extended to vegetable and sweet corn flavors subsequently. ()**+ is producing the
soups in its (andhinagar *other 'airy facility.
Po-ere :i#6
A*7A
Amulya# a premium 'airy 5hitener from the house of Amul is the favourite choice of all %ea
and )offee lovers across India. Ideal for preparing %ea# )offee# 4weets# )urd# )akes and 6ther
*ilk Cased 3roducts.
A*7 *I? 43A
Amulspray is an Infant *ilk 4ubstitute and falls under %he Infant *ilk 4ubstitutes# +eeding
Cottles and Infant +oods @egulation of 3roduction# 4upply and 'istribution Act !2.
4A(A 4?I**;' *I? 365';
4agar 4kimmed *ilk 3owder @4pray 'riedis made from 4kimmed *ilk. 4agar 4*3 is a non-fat
# protein rich milk powder
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"mu# Proucts in te >5 :atrix*
%trategy to :ar6et items in uestion mar6s*
*asti'ahiKassiK*ithai range9
a. Amul needs to build up a chain of retail outlets for exclusively Amul products. *other 'airy is doing very well
in 'elhi and Faryana with that mode of supply chain
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b. %here is no marketing focus on these products. %he 7tterly Cutterly 'elicious is focused only on the butter. In
fact Amul is synonyms with butter and milk which are its cash-cows. %he marketing and consumer awareness
now needs to shift to other products if Amul wishes to increase the market share of the same.
c. 3oor media marketing through printKtelevisionKonline. Amul needs to improve its consumer reach. It needs
to come out of the 7tterly Cutterly 'elicious shell.
d. Amul needs to adopt stronger and scalable marketing campaigns. 4ponsoring for sports can enhance its brand
awareness from being a lot cost daily need products to upscale luxurious or nutrient rich supplementary items.
,uture strategy (or Dogs proucts
9a.the availability of infant milk range is very poor for Amul products# it should be improved
'bjective 2* To (orecast te esire year by year gro-t rate reuire toacieve target o( ;s. 2/7/// cr in ! years
%he A*7 cooperative is a unique example which has managed to not only sustain itself for so
long# but also mark itself as the status of world:s leading milk producer and achieve a current
turnover of //0 crore. (iven below are the sales and growth rates of past 8 years.
years 20042005
2006
2007
2008
200
20!0
20!!
sales "in#rs$ 288!
222
%77%
4277
5255
67!!
8005
774
gr&'() "*$ 5 !+4 2
!%+4
22+ 27+7
!+%
22+!
Fowever# it is unclear whether A*7:s strategy and practices that have worked well for longcan maintain this growth traectory in a changing environment with globaliation and increased
competition. 4o# to double its sales and achieve the desired target of 2"#""" crore in next five
years# A*7 will have to maintain growth rate of !$ , as per our calculation below.
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,+- . P+-/"!g$1(
P+- " in Rs#rs$ 774
,+- "in Rs+Crs$ 20000
years"($ 5
*gr&'()"g$ !5+%62065
'bjective 3* To suggest strategies to acieve te above mentione gro-t rate.
Te -or# eman (or airy proucts is gro-ing by app. 0 per annum an te projecte
eman is o( 1)/ mi##ion tons o( mi#6 by 2/1!. %o7 to acieve tat7 te mi#6 prouction as
to gro- by oub#e te current gro-t A4
4o we understand that there is huge demand potential# and thus# there should not be much
problem for A*7 to double its revenue in the next $ years# provided it maintains a growth rate
of !$.0 , per annum. Cut maintaining the growth rate of !$.0 , is also a great challenge
@5hich is lower than current growth rate of 22,. %he main reason behind this increased growth
rate is the sudden price rise which happened because of the inflation post recession and not
because of volume growth.. Fere are some problems it will have to find solution to9
#oba#iation* 5ith the opening up of the economy preferential treatments of
yesteryears are no more available to the dairy cooperatives. %hey are now required to
compete in the open market. %he terms of the 5orld %rade dictates removal of all
safeguards put in place earlier to protect the dairy industry from unfair outside
competition. As a result# gradually internationaliation of our dairy business is takingplace. %his transformation demands the A*7 to improve its performanceG be it in
marketing or quality of products or governance. 4ome suggested areas of improvement
are9
5ompetition9 since the gap between demand and supply is large# there is huge potential
for dairy industry to grow. %his will attract many other players to enter the market# or the
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existing players to expand# and take advantage of the increasing demand to make huge
profits and grow. 4o# A*7 needs to capture this growth opportunity and cater to more
and more growing needs of milk and milk products# before this great opportunity is
captured by another player.%his can only be done if it expands it wings to other parts of the country as well. Cesides
catering to domestic dairy needs# it also has a scope of increasing its revenue by capturing
global market. %o achieve this# A*7 can leverage its brand value and experience in
milk products category.%he maor players in Indian dairy industry and their markt shares are9
(uarat )ooperative *ilk *arketing +ederation 12.$,?erala )ooperative *ilk *arketing +ederation ./,*other 'airy +ruit J >egetable 3vt. td. .=,6thers 08.!,
Bestle India td# although having a small market share currently# is showing a high
growth rate of around 21, giving tough competition to A*7.As a competitor ?)**+ is a maor threat so a comparison between growth rates of the
two companies can give a clear picture regarding two companies.
ear GC33, C33,
Gr&'() ra(e Gr&'() ra(e
20042005 5 =.
$
0
2
0
/
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20052006 !+4 7+5870
20062007 2 4+24680!
20072008 !%+4 6+%85542
2008200 22+ !4+57!2!
20020!0 27+7 !+6%!4
Apart from this various competitors include the manufacturers who produce products
which could replace milk like soft drink manufacturers etc.
Increasing cost #eaing to price rise
a Decreasing prouctivity9 In recent years there have been constant draughts and thus a
decrease in productivity of agricultural products leading to a mismatch between the demand and
supply of these agricultural products needed for Amul:s production process. %his is easily
apparent from the fact that the headline food inflation touched 2", during 2"!"-!!.
b %teep price rise o( catt#e (ee ingreients9 Increase in cost of agricultural products has led to
increase in cattle feed ingredients prices like prices of de-oiled rice bran which constitutes 2$-
1$, of cattle feed have increased from s 1081K*% in 2""$-"= to s. =18"K*% in 2""-!" @81,
increase# prices of molasses which constitutes !"-!2, of cattle-feed have increased from s.
1$0=K*% in 2""$-"= to s. 8008K*% in 2""-!" @!18,increase# prices of apeseed extraction
which constitutes !"-!2, of cattle-feed have increased from s. $!0!K*% in 2""$-"= to s.
!!/8!K*% in 2""-!" @!1!, increase# prices of ice 3olish which constitutes !"-!2, of cattle-
feed have increased from s. $=!2K*% in 2""$-"= to s. =1"K*% in 2""-!" @/2, increase#
prices of Eowar which constitutes !"-!2, of cattle-feed have increased from s. $!8K*% in
2""$-"= to s. !$/K*% in 2""-!" @$$, increase. %he price rise in these raw materials has
been particularly severe in the last year with prices increasing in the range of 2$-1$,. %his has
put tremendous cost burden on the milk producers.
c Taxes* %he government is contemplating introduction of uniform (4%@(oods and 4ervice
%axes across the country. Cut then there are various products like Caby milk food# butter# ghee#
cheese# ice cream etc. which have with changing environment become products of mass
consumption# but the government is keen on putting >A%@>alue Added %ax at !2.$, in all states
on these products leading to extra burden on consumers of these products due to higher prices.
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%hus categoriing dairy products in the category of 0, >A% will promote demand for dairy
products and thus promote nutrition.
4econdly the milk cooperatives are taxable under highest income tax bracket of 1", Hcess#
although it is related to agricultural production.
overnment po#icies9 After a decrease in prices throughout the world earlier due to recession#
there had been a continuous rise in prices recently which brought speculation of high growth
rates. %he butter prices doubled in a year and whole milk powder and skimmed milk powder
prices also increased by more than ",. 6n the domestic front however# dairy farmers now face a
real squeee from both the frontsG higher cost of production and threat of subsidised imports
flooding our dairy markets. 5hen International prices of milk commodities increased to
unprecedented levels during 2""/# (overnment banned exports of these commodities# which has
later been revoked while withdrawing the export incentives provided on exports of these
commodities# thus effectively closing the door on exports of milk commodities and not providing
the dairy farmers an opportunity to reap higher rates. Bow in order to contain high inflation of
food products in the country# (overnment has completely removed import duty on 1"""" *%milk powder and !$""" *% of Cutteroil K Cutter with effect from *arch 2"!". %his will
eopardise the returns of milk producers of the country while allowing developed nations to dump
their excess commodities backed by heavy subsidies.
'ata monitor report for the forecasted growth of Indian 'airy Industry
r growth ,
2"" - !1.,
2"!" - !".0,
2"!! - .,
2"!2 - 8.2,
2"!1 - /.",
2"!0 - =.=,
%his data suggests that growth in milk production in next 1-0 years is expected to slow down.
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4o# to overcome above mentioned roadblocks in front of A*7 to reach a revenue level of
2"#""" cr# it needs to address following problems timely and efficiently. 6nly by addressing
these factors# A*7 will be able to keep competition at bay# and offer milk and dairy products at
competitive prices.
! P;'D85TI'N etter yie# by ybri anima#s* )rossbreeding local animals with breeds fromCritain which would result in animals with better yield. Artificial Insemination (AIshould be started in key >illages as a part of planning process also crossbreedingscheme at state level could be promoted for relatively high yield. froen semen
technology in collaboration with foreign countries like 4witerland known for highlactating animals and carrying high quality technological know how can also becarried out for better quality milk with higher yield.
C. Improve catt#e (ee an (oer* As feed constitute /" per cent of the cost of milk#reducing the cost of feed while ensuring its nutritive value contributes significantly inimproving income of milk producers. Animal Butrition 3rogramme Amul has helpeda long way the dairy farmers sustaining their dairy farming and has significantlyhelped farmers to overcome economic losses due herd health problems# reducedreproductive efficiency# infertility etc.
But AMUL needs to further improve the quantity and quality to feed the increasingcattle. 4ince it cannot be completely dependent on pastures to provide fodder# 4upply
of regular balanced cattle feed has to be ensured. %he production capacity of the plant
manufacturing following products9 Amuldan @Cypass 3rotein +eed# )alf 4tarter#
*ilk eplaced# *ineral *ixer# *edicated +eed# 7rea *ineral *olasses Clock
should be increasedto as much as $",. In order that the feeds supplied to the farmers
are cost effective raw materials are procured during seasons from all over India. Cut
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instead of being dependent on suppliers for cattle feed, AMUL can integrate
backards and enter into cattle feed business, like its competitor !"MM#, and
thus reduce cost and dependency$ In future AMUL can increase its capacity and
generate cattle feed for revenue from outside$
5. ,armers*a$ Increasing productivity is long-term plan. As the milk prices have increased# the
earnings of farmers have gone up and so they see a bright future in the business.
%oday# with about 1" lakh farmers# on an average every farmer has at least two
cattle. 5ith rise in income# many of them are looking buy more animals or cross-
breed cattle.%ven if every farmer adds one cattle, the milk production ill increase
by &', hence in the long term the milk productivity ill increase$
+ +or a section of its membership# dairy activity is a stepping-stone for upward
mobility in the society. 4uch members move on to other occupations after
raising their economic position through milk production. As a result# A*7 isunable to realie the full benefits of its long-term strategy# and finds new
members @mostly marginal farmers to replace those who have higher
potential and capacity. 4o, AMUL should come up ith certain programs
hich enable the development of farmers, hile they are engaged ith dairy
farming activity, so that they do not have to move to another occupation for
development.
'. Improve operations9 * Amul should try to improve its technology like Ferringbone
and 3arlour Analyser# *ilking 3ipeline etc. to fasten the processing time and increase
its production and capture the (ap between demand and supply and over increasingits exports to other part of the countries
;. Expan airy (arms in #ong run to oter parts as -e##9 the unorganied sector of
the dairy accounts to as much as $",. 4o A*7 should make efforts to expand itself
to other states beside (uarat and thus increase the milk procurement# its processing
capacity and market share by covering the vast unorganied sector into itself.
2 %8PP=< 5F"IN* Increasing the production capacity will address only a part of the
problem# as a maor problem lies in supply chain and logistics maorly because of theperishable nature of the product and it has become a maor concern since local brands# aretaking over. fresh milk. @it forms " , of the total revenue generated by all productlines. %here are several ways it can improve its supply chain and cater to even distantparts of the country# despite its perishable nature. %hese are9
a Improving Tecno#ogy*. %he information technology and total qualitymanagement came together to help the ()**+ to gain control on the
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c since the existing markets have already become saturated due topresence of many competitors# manufacturing plants in the east at placeslike 6rissa etc will help capture ne- mar6ets easily as the supply can bemade timely and at low cost.
%he manufacturing plants should be located in all the four ones vi. N';TF@Faryana where demand is the highest# E"%T@6rissa where supply is low andsince disposable income is also low# products can be offered cheap # %'8TF@?arnataka covering maor markets where the demand for milk products is high.+rom these locations# supply can be made throughout the country.
1 %"=E% "ND DI%T;I>8TI'N* 4ales of Amul has been undergoing a constant growthin all categories achieving average sales volume of 18.1" 3' @lakh litres per day in
pouch milk category.%he 4ales growth in value terms is 12, from existing markets only.Amul has achieved number one status in pouch milk sales in 'elhi for the year 2"!"-!!.5ith this achievement# Amul *ilk has emerged as the largest selling brand of milk in allmaor metro markets of 'elhi# *umbai# ?olkata and Ahmedabad.
In case of retail Amul is growing at a tremendous rate such that in the financial year2"!"-!! their overall retail sales accounted for 0, of total revenue of Amul in the year.%his was achieved through their $""" retail outlets called Amul parlours# with 1""" ofthem been started in the same financial year. 4uch a huge growth which cannot bematched by other competitors was made possible because of high brand equity# greatconsumer pull and sales effort.
Amul range of products continues to penetrate deeper and deeper across the countrysimultaneously through their four distribution highways created with specialistdistributors handling ambient milk products# chilled milk products# fresh milk productsand froen products. %his unique combination of managing distribution highways hasbeen their huge competitive advantage.
'istributors are considered to be *arketing *anagers of +ederation in true sense. %odevelop 4elf eadership amongst each individual distributor# a maor initiative called4'3 @4elf eadership 'evelopment 3rogramme has been implemented in the year2""-!".
a. >etter margin to retai#ers an istributors* ;ven the company can do some
collaboration with the existing manufacturers of 3ia:s like 3ia Fut# 'ominos:#
Caskin obin:s and other local retailers which can help it to push its product and
make enormous profits by spending much on the advertisement rather by paying
handsome margins to the retailer:s and distributors which will be win-win
situation.
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b. >etter co# storage (aci#ity to tem* %hough company is already providing the
good cold storage facility and refrigerator:s to help them with a problem of
perishability and storage of goods which make the deals attractive for retailer:s
and can easily be ready to store and display its products at prime locationc. ;ep#acement o( #ea6e or expire proucts* %he one of the main reasons the
retailer:s and the other middlemen face while supplying of the milk products is
the durability of the same. Apart even the leakage problem makes the same more
difficult. %hus providing assurance of eplacement of leaked or expired products
can help them to move forward towards storing the proper stock of products
network increase in urban and rural areas
0 EXP';T%* 'uring the year 2"!"-!!# Amul was able to achieve the exports turnover ofs. 8 )rores. %his had been achieved in spite of ban by (ovt. of India on exports ofmilk powder since +ebruary 2"!!. %his figure looks significant but if we try comparing it
with annual sales turnover of s. #//0.2/ crores @s. /./0 billion registering aquantum growth of 22.!, its forms a portion of ust about !, showing a great potentialto grow and enhance further. Cut now a question arises is to how to increase thecontribution of exports towards the profit.
a As per data monitor report# Eapan is the maor importer of milk and dairyproducts# while Bew Oealand is the largest exporter. 3roduction wise India holdsthe top position# followed by 7.4. since most of the milk produced in India isconsumed domestically# only a small part is exported. If A*7 manages toincrease its production# exports to other countries like Eapan will give highrevenue growth. And relative proximity of India to Eapan will also give it anadvantage in respect of exports.
b ,oreign co##aboration9 If we look into ()e #urren( manua#(uring lan( &
Amul is resen( &nly in Gu9ara(+ Kaira District Co-operative Milk Producers
Union Limited (KDCMPU), a part of GCMMF, said tat plans are afoot to
esta!lis its o"n manufacturin# plant in te U$ to produce dair% products
like #ee and paneer initiall%& 'ere is #reat potential in urope and U$ for
mul products& Plans are afoot to esta!lis our o"n manufacturin# facilit% in
te U$, initiall% to start "it manufacturin# #ee and paneer,* KDCMPU
Cairman, +amsin Parmar said in a statement& part tis "ill also elp
tem to !rin# te unor#anied sector under tem and "iden teir presence
and even reduce teir risk of over dependence over farmers of Guarat onl%&
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%hus if we see in above mentioned table the 5orld milk production in 2"!! is forecast to growby 2 percent to /28 million tonnes. *uch of the anticipated expansion is likely to accrue in Asia#where India# the world:s largest milk producing country# is expected to witness an output rise of$ million tonnes to !2!./ million tonnes. ising domestic demand is the main engine stimulatinggrowth in the country# as India is largely absent from the international market for dairy products
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we can sayK imply the continuous need to capture the growing market by one or the other way:s #before we are taken over by any other country.
c Tecno#ogica# joint venture* Amul can even get the technology and can increase
its market presence by taking a route of foreign collaboration or %akeover of anyexisting company there. If we look upon the existing presence of Amul we have
the given below places where the Amul products are easily available. %hus taking
over the existing route further will not only help to increase its profit but can also
can mark its presence all over the world.
Apart from all this even foreign ;ntry will help Amul to explore the different places and
launch different products according to the need of the place n taste which not only help to solve
its problem of perishability of its product due to which the main drawback of its in logistics and
supply chain can be solved by reducing its expense on distribution.
! P;I5E ;ED85TI'N*
a Export o( e?oi#e ca6es9 %he de-oiled cakes are a source of cattle feed which are of high
nutritional value for the cattle. As such in such a time when inflation is at its peak and
expenditure on cattle feed is becoming a tough aspect to handle# government should
discourage export of de-oiled cakes such that availability of nutritious fodder in India is
increased.b Increasing te capacity o( eac p#ant9 this could lead to better fulfilment of overall demand
and also would lead to economies of scale leading to cost reduction.c 'perationa# costs*these could be reduced through ?aien # i.e. constantly working towards
achievement of more efficient methods of production methodology.d >ac6-ar Integration*like their maor competitor ?)**+ does# they could integrate
backward to produce fodder for animals such that the acquisition costs are reduced and also
better controls could be kept over the quality such that overall cost of milk production could
be reduced.
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e >etter tecno#ogy*7se of better technologies in production and also technologies to increase
production like artificial insemination# cross breeding etc. would lead to more efficient
production with more yield at lesser costs.f >etter supp#y cain (unction* %he supply chain could be centrally integrated to develop
better control and efficient logistics could thus be developed through use of ;3 technology#
which could thus lead to overall cost reduction in supply and distribution management due tosynergy between different part of the supply chain cycle.
g :ore manu(acturing p#ants* at strategic locations i.e. the places where the target customers
are located can reduce the cost involved in distribution process by a maor portion leading to
cost reduction.h :ore retai# out#ets* would mean that the margins lost to middlemen i.e the distributors#
dealers would come to Amul. As such better margins and so prices can be reduced for the end
customers.
= P;'D85T INN'9"TI'N9 :%he dull and conservative image associated with Amul
products has to be rubbed off the minds of the youth. 4o the P2-billion brand should nowwork on pack designs# product positioning and event promotions to target the !8-22 agegroups# which forms $!, of Indian consumers.%o continue the story of success @It took )) years for brand Amul to touch *+billionturnover, but India-s largest food brand has added another billion in .ust four yearsAmul should redesign and redevelop its 4trategy to face the continuous increase in cut Mthroat competition.
a. A*7 should constantly do the research and development of its existingproducts# and come up with new food products as it has done in past by
introducing 3ia. It should conduct market research and study about customer:sexpectations and its tastes.
b. A*7 parlours have been quite successful in India so the numbers should beconstantly increasing# adding more exciting features constantly.
c. mu#ti?cuisine uic6?service ca(es* Eoining the race with Cig *ac and others toopen quick-service restaurants @L4s# Asia&s largest dairy products brand# Amulcan open cafes-cum-restaurants across India
d. Amul brand should expand its footprint by diversifying into healthy food market.Amul is going the franchisee-model way to set up these outlets. ()**+ shouldalso plans to open such cafes in %amil Badu# *aharashtra# ?arnataka# (uarat andother 4tates to cater to the youth segment.
/ :";GETIN7 "D9E;TI%E:ENT 7 P"5G"IN* *arketing strategy of Amul
should be focussed to stress upon various aspects of Crand building and awareness of
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products. Also special attention has to be put to stress upon the Cusiness to business
marketing model of Amul and to fight competition special competitive strategies need to
be laid down.a ,ining ne- mar6ets* to keep the growth rate of the company alive and
working. %he company need to look into new markets and sources of
consumption of milk and milk products to keep increasing the demand. %he
following are a few ideas to increase demand at various places.
b %coo#s9 the consumption in schools can be increased by opening "mu# mi#6
par#ours near scoo#sor opening vending machines in school canteens.
c un ce#ebrity riven mi#6 a-areness rive to increase consumption of milk
amongst school children.d Amul can tie up -it various scoo#sto include milk and milk products in the
school children:s midday meal.
e Fea#t eucators an scoo# nurses programmeswill help in instructing theschool children about the ways to stay healthy and the benefits of including milk
in their diet# and replacing aerated drinks by milk based drinks in their meals.
f &a## posters could help increase attention of students towards the benefits of
having milk and how milk can help them build lean muscles# strengthen bones#
and improve skin.
g ;estaurants9 *ost restaurants across the country do not serve milk based drinks
in their meals and is never included in their menu.
A study relates that milk only constitutes 1-$, of drinks consumption inrestaurants and hence milk and milk based products should be promoted in
restaurants for consumption as a survey relates that customers are open to milk
consumption during their meals out and consider flavoured milk as a delicacy
amongst others. %hus Amul can tie up with various restaurants to serve the
purpose of increasing availability of milk products at maximum places.
h 5ombo mea#s at (ast (oo joints9 ust like the combo meals at restaurants like
*c'onald:s give offers like burger and 3epsi combo meal# now food with amul
drinks can be offered too to increase sales by volume.
i %uggestive se##ing# which involves servers asking customers if they&d like to order
milk with their meal# and point-of-purchase materials also helped increase milk
sales.
5e can offer milk tastings to promote milk varieties.
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k 3romote the products in retail super stores like more and reliance fresh by
mentioning milk and milk product:s nutritional value could lead to increase in
consumption. +urthur kiosks can also be laid inside supermarkets on the same line
which would lead to increase in sales as families today are aware and more
interested in maintaining family health.
l Increasing availability of milk everywhere through vending machines# glass
doored see through displayrefrigerators# milk shops and keeping milk and milk
products as an option to choose from amongst various other options will lead to
increased demand of milk products.
m "ttractive pac6aging* the packaging of milk and milk products should be made
more attractive to attract the attention of the consumers.
n oo-i## eve#opment* Amul:s goodwill has been developed over a period of
time by their working for social cause like the Q(;;B A*7 (;;B IB'IARwhich was a sustainable ecological development campaign and is a great success
ill now. %he idea was %ree 3lantation by milk producer members of 'airy
)ooperatives on every Independence day and it started in the year 2""/.
%here were cleanliness drives conducted at village level for a cleaner and
healthier rural India. +or this every year# (andhi Eayanti was celebrated as a red
tag day./uch campaigns should carried out all over India and not only 0u.arat
such that a goodill of Amul is developed in the entire country.
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%&'T "N"=
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9a#ue aition*%here is a phenomenal scope for innovations in product development#
packaging and presentation. (iven below are potential areas of value addition9
o 4teps should be taken to introduce value-added products likeshrikhand# ice
creams#paneer, khoa# flavored milk# dairy sweets# etc. %his will lead to a greater
presence and flexibility in the market place along with opportunities in the field ofbrand building.
o Addition of cultured products like yoghurt and cheese lend further strength - both
in terms of utiliation of resources and presence in the market place.
o A lateral view opens up opportunities in milk proteins through casein# and other
dietary proteins# further opening up export opportunities.
o et another aspect can be the addition of infant foods# geriatric foods and
nutritionals.
Export potentia#*;fforts to exploit export potential are already on. Amul is exporting to
Cangladesh# 4ri anka# Bigeria# and the *iddle ;ast. +ollowing the new (A%% treaty#opportunities will increase tremendously for the export of agri-products in general anddairy products in particular
,oreign 5o##aborations an Hoint 9entures *In order to enter the other parts of the
world and solve the problem of the technology and perishability he can enter into E>:sor+oreign collaboration with some company in other countries.
Treats*
5ompetition* 5ith so many newcomers entering this industry# competition is becoming
tougher day by day. Cut then competition has to be faced as a ground reality.
ro-t in prouction amu# is 27
Indiais gro-ing at 4.
:i#6 venors7 te un?organie sector*%oday milk vendors are occupying the pride of place inthe industry. 6rganied dissemination of information about the harm that they are doing to
producers and consumers should see a steady decline in their importance. %he Indian dairyindustry# following its delicensing# has been attracting a large number of entrepreneurs. Cut theirsuccess in dairying depends on factors such as an efficient yet economical procurement network#hygienic and cost-effective processing facilities and innovativeness in the market place
%he study of this %&'Tanalysis shows that the
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ability to take risks# innovative approach @in product lines and marketing and values @ofqualityKethics.
>I>=I';"PF