Amul: The Taste of India

By--------- Virendra

Gupta VV Virendra Gupta

Hemant Gurav Mahesh Ghuge

Sachin Ghode

Nitin Tandure

Topics

• Introduction• Product• Price• Place• Promotion

Brief Introduction

• Kaira District Cooperative Milk Producers’ Union Limited - Anand Milk Union Limited

• Formed in 1945, co-operative movement in India.• Managed by Gujarat Co-operative Milk Marketing Federation(GCMMF).• Started with 250 lit/day to present 8.4 million lit/day• 2.79 million milk producer in Gujarat.• US $ 1504 million turnover institution• Largest milk handling capacity in Asia• Largest cold chain network• Overseas market Mauritius, UAE, USA, Bangladesh,

Australia,etc.• Dr. Verghese Kurien- Father of white revolution

Marketing Mix of AMUL BUTTER

Product

AMUL BUTTER : ‘UTTERLY BUTTERLY DELICIOUS’ Launched by AMUL in 1945.market leader during the last 4 decades with 86% market shareIngredients:Butter, Common Salt, permitted natural color- Annatto Composition:Milk Fat 80% Moisture 16% Salt 2.5% Curd 0.8% Calorific Value:720 kcal./100g Special Features: Made from fresh cream by modern continuous butter making machines. Marketed in India since 4

decades. Product Specification:Meets AGMARK standard and BIS specifications No.IS:13690:1992Product Packaging:first company to launch Butter in an International pack“single serving” “low priced” and “convenient application and disposal”

Meets AGMARK standards and BIS specifications

Amul lite butterLow fat butter

Product

Price

• Penetration pricing • value pricing• 100gm – Rs.23• Competitor: Mother Diary, Nestle, Britannia• Low-cost price strategy core philosophy of

providing butter at a basic, affordable price to appeal the common masses

PLACE: A Global Distributor

• GCMMF is India's largest exporter of Dairy Products

• APEDA Award• Excellence in Dairy Product Exports for the last

9 years

Channel• Online (Internet):• Amul cyber store• Icecrem cyber store• Direct retailing through "Amul Utterly Delicious" parlours :• Major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad• and Surat.• Retailers:• Currently online are Chennai and Calcutta• Chennai, Kolkata, Nasik, Jalgaon, Aurangabad, Delhi, Raipur, Jodhpur,• Udaipur, Pune, Siliguri / Durg, Kota.• Wholesalers:• Producer Co-operatives: This type of distribution organization is formed• by agricultural producers for selling their produce in the local market.• Network of over 3,500 distributors

Coverage

• India:• Covering 13,000 villages benefiting 2.7 million farmers• Collection 447,000 liters of milk/day from 2.12 million

farmers .• Delivery of goods to over 500,000 retail outlets across the• country• Members: 13 district cooperative milk producers' Union• No. of Producer Members: 2.7 million• No. of Village Societies: 13,141• International Markets:• Available in over 40 countries.

Location• The major markets are the US, West Indies, countries in Africa, the Gulf region,• Singapore, the Philippines, Thailand, Japan and China.• Some Amul Parlours in the country run by the company or its wholesale• dealers:• Delhi Metro Rail Corporation• The Somnath Temple• National Institute of Design• Infosys Technologies in Bangalore, Mysore & Pune• Wipro campus in Bangalore• L.J. College, Ahmedabad• Ahmedabad Airport• Surat Municipal Corporation• Delhi Police

Promotion

• ADVERTISING• fresh and innovative".• The clean, emotion-based ads.• Amul ads -creative, apt for the current

situation.• The Amul ads are one of the longest running

ads based on same theme • vying for the Guinness records• 1% of its turnover on promotions.

Promotion Continued…..

• Outdoor Media : Hoarding/Billboards• Broadcast Media : Television• Print Media : Newspaper,General interest

Magazine• Internet : Independent Websites,Portals.• Social Networking Sites : eg Orkut• Promotion by events.

DIRECT MARKETING

RURAL MARKETING

THANK YOU…