Abstract

Amul is the largest co-operative movement in India with 2.2 million milk producers organised in 10,552 co-operative societies in 2003-2004. The country’s largest food company, Amul, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. Amul follows a unique business model, which aims at providing ‘value for money’ products to its consumers, while protecting the interests of the milk-producing farmers who are its suppliers as well as its owners. Despite being a farmers’ co-operative, Amul has given multinationals a run for their money. In butter, cheese and saturated fats, Amul has remained the undisputed market leader since its inception in 1955, by offering quality products at competitive prices. In other categories, Amul has nullified its late mover disadvantage through aggressive pricing, better quality, innovative promotion, and superior distribution

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Amul's marketing strategy, Gujarat Co-operative Milk Marketing Federation (GCMMF), Amul ice cream, Amul butter girl, Amul milk, Amul cheese, Varghese Kurien, Amul pricing strategy, Amul''s advertising strategy, Amul pizzas, Value for money, Three tier structure, India's largest food company