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