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Food Processing

Presentation by

ARUNRAJ KS

ARUNKUMAR PP

HARI SR

MANJUBASHINI NB

VIJAYPRAKASH G

VISALATCHI S

Retail

ENTERPRISE ANALYSISDESK RESEARCH

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The Organization Structure of Amul is divided into two

parts:

External Organization Structure.

Internal Organization Structure.

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ORGANIZATION

STRUCTURE

Economic

Aspect

Socio-

CulturalAspect

Source: Amuls website

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The Following is the Internal Organization Structure of Amul:

Chairman

Managing Director

General Manager

Asst. General Manager

Finance

Department

Personnel

Department

Production

Department

Marketing

Department

S & P

Department

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GEOGRAPHICAL SPREADS

High

Medium

Low

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AMULSEXPORTS

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HEAD OFFICE

Gujarat Cooperative Milk Marketing FederationLtd.Amul Dairy Road,

P B No.10, Anand - 388 001,

Gujarat, India.

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AMULSPLANTS

Anand plant Mogar plant

Khanjari plant khatraj plant

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CERTIFICATIONS

Amul has been the first dairy in India to get accreditedwith certification of ISO 2200:2005 & ISO 9001 for its

operations and plants.

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CUSTOMER BASED MARKET

SEGMENTATION

Kids

Women

Calorie conscious

Youth

Health conscious

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INDUSTRY BASED MARKET

SEGMENTATION

Milk

Butter/Cheese/Ghee

Ice-cream Manufacturers

Restaurant/Food Chains

Temples

Bakery & Confectionaries

Pizza Retailers

Snacks Retailers

Coffee Shop Chains

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PRODUCT DIVERSIFICATION

Dairy Non-dairy

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Amul

pasteurizedprocessed cheese

Amul cheese

spreads

Amul emmentel

cheese

Amul pizzamozzarella

cheese

Gouda cheese

Amul pure ghee

Amul cooking

butterAmul malai paneer

Utterly delicious

pizza

Masti dahi

Amul ice cream

Amul ShrikhandAmul mithai

gulabjamun

Amul chocolates

Amul lassi

Amul basundi

Nutramul

Amul shakti

health fooddrink

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MargarineAmul butter

Amul lite

Delicious

table.

Amul koolmilkshake

Nutramul

energy drink

Amul kool

flavoured

bottled milkAmul Masti

spiced

buttermilk

Amul kool

thandai.

Amul sprayinfant milk

food

Amul instant

full cream

powder

Sagarskimmed milk

powder

Sagar tea,

coffee whitener

Amul dairy

whitener

Amul fresh milkAmul gold milk

Taza double toned

milk

Amul lite slim and

trim milk

Amul fresh creamAmul shakti

toned milk

Amul

calciplus

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MARKET SHARE

Category Market Share Market Position

Butter, Ghee 85% 1

Milk Powder 40% 1

Cheese 50% 1

Ice-cream 24.75% (HUL-28.22%, MotherDairy- 8.66%)

2

Sweets 50% 1

Chocolate Drink 90% 1

Chocolate 10% (Cadbury -70%)

3

l

d f l h

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0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% Market Share

Market Share

Products

AmulProduct Portfolio in Graph

Marketshare

19

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MARKET SHARE IN INDIA

Product Category Market Share in India

Butter 90%

Cheese 80%

Ice-cream 40%

Pouched Milk 25%

Source: The Economic Times, Feb. 12, 2012

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FUTURE GROWTH

Product Category Indian Market Size 2015(estimation)

Branded Pouched Milk 50,000 cr. INR

Branded Butter 1200-1400 cr. INR

Branded Cheese 400-500 cr. INR

Branded Ice cream 1500 cr. INR

Flavored Milk 300 cr. INR

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PROMOTION

Uses a variety of media

Most famous is billboard campaign

Word of mouth

22

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ADVERTISING AGENCY

Sylvester Da Cunha Eustace Fernandez

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THANK YOU!