E-Com Case Study Amul
E-Com Case Study Amul
E-Com Case Study Amul
T.Z.A.S.P.MANDAL’S
S.Y.B.Sc.(IT)
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INDEX
1. Introduction
2. History
3. Success Story
4. Current Status
5. List of Products
6. Annual Turnover
7. Achievements
8. Awards
9. Implementation of E-Commerce
10. Future Plans
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INTRODUCTION
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HISTORY
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foundations of a modern dairy industry in India were thus laid since India had
one of the largest buffalo populations in the world.
Dr. Verghese Kurien, the World Food Prize and the Magsaysay
Award winner, is the architect of India’s White Revolution, which helped India
emerge as the largest milk producer in the world.
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Cooperative Milk Marketing Federation is India's largest food products
marketing organisation. The 13 district cooperative milk producers' union today
prides to have 2.79 million members handling 11.22 million litres of milk per
day. The total milk production in 2008-2009 was 3.05 billion litres.
Today, Amul is among the largest food brands in India and world's
largest pouched milk brand with an annual turnover of $1,504 million (2008-
09).Its product range offers a god variety - milk powders, milk, butter, ghee,
cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns,
basundi, Nutramul brand.Besides India, Amul has forayed into markets in
Mauritius, the United Arab Emirates, the United States of America, Bangladesh,
Australia, China, Singapore, Hong Kong and some of the South African
countries.Amul has thus revolutionised lives in rural India and made a mark for
itself in the global arena.
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CURRENT STATUS
GCMMF is India's largest food products marketing organisation.
It is a state level apex body of milk cooperatives in Gujarat, which aims to
provide remunerative returns to the farmers and also serve the interest of
consumers by providing affordable quality products. GCMMF markets and
manages the Amul brand. From mid-1990s Amul has entered areas not related
directly to its core business. Its entry into ice cream was regarded as successful
due to the large market share it was able to capture within a short period of time
- primarily due to the price differential and the brand name. It also entered the
pizza business, where the base and the recipes were made available to restaurant
owners who could price it as low as 30 rupees per pizza when the other players
were charging upwards of 100 rupees
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LIST OF PRODUCTS
1. Breadspreads:
Amul Butter
Amul Lite Low Fat Breadspread
Amul Cooking Butter
Cooking Butter
2. Pure Ghee:
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3. Cheese Range:
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4. Fresh Milk:
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6. Mithaee Range (Ethnic sweets):
Amul Basundi
7. Milk Powders:
Mithai Mate
Sweetened Condensed Milk - Free flowing
and smooth texture. White to creamy color
with a pleasant taste.
9. Curd Products:
Amul Lassee
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Amul Shakti White Milk Food
Amul Chocolates
The perfect gift for
someone you love.
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ANNUAL TURNOVER
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Cattlefeed manufacturing 3500 Mts per day
Capacity:
ECONOMIC GROWTH
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ACHIEVEMENTS
Amul has been ranked at No. 21 in the world based on the milk
production during the year 2007. With the stellar growth pace that it has set,
Amul is likely to be move up the rankings this year. The other dairy businesses
included in the ranking are Fonterra, Campina & Friesland, Dairy Farmers of
America, Arla Foods, Dean Foods, etc. The hard work and determination, use of
cutting-edge technology and highest quality standards right from the beginning
helped Amul make strong inroads in the market place. Achievements of Amul
Company are listed below:
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AWARDS
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"Sh VK Singh, IAS, Managing Director, Punjab Cooperative Dairy
Federation accepting 2007 IDF Marketing Award from Sh Jim Begg, President,
International Dairy Federation for Amul Prolife Probiotic Ice Cream on 3rd Oct
2007 at World Dairy Summit, Dublin, Ireland. Sh VK Singh had kindly
accepted award on behalf of GCMMF. "It’s another triumph for brand Amul.
After emerging as India’s topmost brand, it has gone to win one of the world’s
most prestigious awards – The International Dairy Federation Marketing Award
(2007) for Amul pro-biotic ice-cream launch.
GCMMF is the first and the only Indian organization to receive the
2007 IDF Marketing Award which covered three categories – Nutri-marketing,
Innovation and Marketing Communication. Amul Pro-biotic Ice-cream received
the award in the Nutri-marketing category. In January 2007, for the first time in
India and the world GCMMF introduced the Amul range of Pro-biotic and sugar
free ice-creams aimed at the health- conscious and diabetic. Probiotics are live
beneficial culture which, when administered in adequate amounts, confer a
beneficial health effect on the host. They help in digestion, especially of milk
sugar (lactose). They improve the immune system, build stronger bones and are
effective in controlling travelers’ diarrhoea. They also help in the prevention of
formation and growth of colon cancer.
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GCMMF was the first organization in the country to launch Pro-
biotic food. In order to educate consumers and trade about the benefits of Pro-
biotic ice- cream, GCMMF ran extensive advertising and direct marketing
campaigns during the year.
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Amul - The Taste Of India (GCMMF) receives International CIO
100 Award For Resourcefulness
Rajiv Gandhi
National Quality Award
- 1999
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After creating ripples in the market whether it be with a Rs. 20/-
Pizza or with a "real" Ice Cream, Amul has done it again. But this time, it is not
only for new product launches or giving a tough fight to best of the food
companies in extremely competitive segments, it has now topped as the winner
of the "Best of All" Rajiv Gandhi National Quality Award for the year,
1999.
IMPLEMENTATION OF E-COMMERCE
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FUTURE PLANS
Amul has recently entered into direct retailing through "Amul Utterly
Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda,
Delhi, Mumbai, Hyderabad, and Surat. Amul has plans to create a large chain of
such outlets to be managed by franchisees throughout the country. We have
created Amul Parlours at some prominent locations in the country, which are
run by the company or its wholesale dealers:
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