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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!
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