business model of amul
DESCRIPTION
TRANSCRIPT
IntroductionIntroduction
• The “Bottom of the Pyramid” Structure.
• Founded by Dr. Verghese Kurien : Father of white revolution in India
• Successful “value for money” strategy.
• A successful cooperative society that always take care of the farmers and loyal customers.
Value PropositionValue Proposition
• Tangible-product portfolio.
Continued….Continued….
• Intangible- Reliability
• Trademark
• It is easily found at all retail outlets
• Amul Have applied for it’s Amul girl as a trade mark
Value NetworkValue Network
• 5lakhs retail outlet, 3500 distibutors,47 depots5lakhs retail outlet, 3500 distibutors,47 depots
• 25lakhs producer member & over 12000 village 25lakhs producer member & over 12000 village societies.societies.
• Channel structure: farmer-manufacturer-Channel structure: farmer-manufacturer-distributor-retailer-consumerdistributor-retailer-consumer
• Liquid milk distributed by vendorsLiquid milk distributed by vendors
• Co-operative development programsCo-operative development programs
Competitive StrategyCompetitive Strategy
• Matching demand and supply.
• Vast and complex supply chain.
• Developing demand.
• Introducing higher value products.
• Umbrella Branding Strategy.
• e-initiative strategy.
Sales TurnoverSales Turnover
***Source: http://www.amul.com/organisation.html
Market Share(%) of GCMMF (AMUL brand) in Market Share(%) of GCMMF (AMUL brand) in Various Product CategoriesVarious Product Categories
***Source: Business Today
GCMMF’s Supply ChainGCMMF’s Supply Chain
***Source: IIM(A), Working Paper No. 2002-05-06
The Supply-Demand LinkagesThe Supply-Demand Linkages
***Source: IIM(A), Working Paper No. 2002-05-06
Thank YouThank You