Amul Final 2003 Version

8/8/2019 Amul Final 2003 Version

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About AmulProduct mix of Amul.Analysis of product width, length & depth.Consistency of products.Influence of Customer on product.Core, tangible & augmented products.Suggestions.


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AMUL has the largest distribution network among anyFMCG company.

It has nearly 50 sales offices spread all over the country,more than 3,000 wholesale dealers and more than5,00,000 retailers.AMUL is also the largest exporter of dairy products in thecountry.AMUL is available today in over 40 countries of the world.


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AMULAMUL

Type Cooperative

Founded 1946

Headquarters nand, India

Key people Chairman, Gujarat Co-operative Milk Marketing Federation Ltd.(GCMMF)

Industry DairyRevenue INR (Indian Rupee) 67.11 billion, $1.33 billion USD (in 2008-09)

Employees 73 employees of Marketing rm.

Website www.amul.com


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MembersMembers 13 dist cooperative milk producers union13 dist cooperative milk producers union

No of producer membersNo of producer members 2.79 million2.79 million

No of village societiesNo of village societies 1332813328

Total milk handling capacityTotal milk handling capacity 11.22 million liters /day11.22 million liters /day

Milk collection ( TotalMilk collection ( Total --20082008--2009)2009) 3.05 billion liters3.05 billion liters

Milk collection (daily average 2008Milk collection (daily average 2008- - 09)09) 8.4 million liters8.4 million liters

Milk drying capacityMilk drying capacity 626 Mts. Per day626 Mts. Per day

Cattle feed manufacturing capacityCattle feed manufacturing capacity 3500 Mts. Per day3500 Mts. Per day


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B readspreads

Milk powder Sweetenedcondensedmilk

sweets Cheese Fresh milk

Amul Butter Spray infantMilk food

AmulMithaimate

AmulShrikhand &Amrakhand

Amulpasteruisedprocessedcheese

Amul TaazaToned Milk

Amul Lite Amul fullcream milkpowder

AmulMithaeeGulabjamaun

Amul Cheesespreads Amul GoldFull CreamMilk

AmulCooking

butter

Sagarskimmed milk

powder

AmulBasundi

Amulemmental

cheese

Amul ShaktiStandardised

MilkMargarine Sagar Tea

coffeewhitener

Goudacheese

Amul Slim &Trim DoubleToned Milk

Amulya Dairywhitener

Amul PizzaMozerellacheese

Amul SaathiSkimmedMilk

PPR R OODDUUCC

T T

L L II

N NE E

L L E E

N NGG

T T HH

P R O D U C T P R O D U C T -- M I X W I D T H M I X W I D T H


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Curd products Chocolate &

confectionary

B rown

beverage

Health

beverage

Milk drink

Yogi SweetenedFlavoured Dahi

Amul Fruit &Nut Chocolate

NutramulMalted MilkFood

Amul ShaktiWhite MilkFood

Amul KoolFlavoured Milk

Amul MastiSpiced ButterMilk

Amul Bindazz Amul Kool Cafe

Amul Masti Dahi Amul Rejoice Amul Kool Koko

Amul Lite Dahi Amul kesar

Amul Prolifeprobiotic Dahi

Amul Lassee

P R O D U C T P R O D U C T - - M I X W I D T H M I X W I D T H P

R

OD

U

C

T

L

I

N

E

L E

N

G

T

H


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Analysis

AMU L as g t its l gr ct l gt i fr s ilkic cr a s.

AMU L ca g f r x a sii s rts ri k,

Suggestions

AMUL can increase itsproduct width along healthdrinks, milk drink & sweets.More diversification in freshmilk like toned milk

especially for infants, oldpeople.Low cholesterol & low sugarfor diabetic & heartpatients.


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ANALYSIS:

AMUL comes in all sizesfrom 3g pouch of Amulyamilk powder to 7.5 kg of amul mithaimate.

Srikhand & ice creamscomes in almost all flavors.

SUGGESTIONS:

Cheese spread & pizzacomes only as 200 gpackage. Depth can beincreased.


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The basic component of all the products in theproducts line is MILK.The brand name AMUL is being promoted inthe sale of each product.


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Amul never forgot its primarycustomer- Amul collects 447,000 litres of milk

from 2.12 million farmers (manyilliterate)

P roduct for youth

- Amul launched Chocolate milk underbrand name of Amul Kool Koko

targeting the youth.

P roduct for diabetic people

- India s First Pro-Biotic Wellness Icecream & Sugar Free Delights For

Diabetics


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P roduct for the healthconscious

- Amul Launched low fat, lowcholesterol bread spreads

P roduct for the pricesensitive India- Low Priced Amul Ice Creams andaffordable Sagar whitener

P roduct for the urban class

- Amul launched emmental,gouda and pizza mozzarella cheese


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Brand Advertisements.

Suppliers milk.College students & Kids Ice creams &Chocolates.Doctors & health care centers Infant foods,Probiotic ice creams.


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AMUL is well known for its innovative hoardings.


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CORE P RODUCTSMilk, Butter, Cheese

TANGIB LEP RODUCTS

VALUE QUALITY

PACKING TASTE

AUGMENTED P RODUCTS

PRIDE

FFER AVAILABLE

VARIETY

The taste of

India .


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Amul marketed bottled water product namedJALDHARA but due to less potential in the market

it turned out to be blunder.

Product OverlapPowdered Milk

ealth and price Conscious.

SAGAR Vs Amulya .USP:

Sagar is affordable whitener for health consciousone.


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Cheese Spreads

Specific Vs GeneralAmul Processed Cheese Vs Cheese Spread

USP:

Cheese spread is highly accepted spread forregular use.Milk Drinks

Nutramul Energy Drink Vs Amul Kool


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To improve further Amul can try out the followingTo improve further Amul can try out the followingideas:ideas:

Amul can venture out on new products like toned milk, condensed milkthat can be used for sweets & baby food products.There are certain products like Amul Basundi, Gulab jamun, chocolates etcwhich are not as popular as Amul ice-cream. Amul must try to understand

the cause of this through market research & work on improving theseproducts.Through Amul s hoardings are a huge success, it can penetrate evenbetter in the rural areas by advertising through the media, cable channels& newspapers, Sponsoring shows in TV, sports events can be great help.


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Thank you

Amul Final 2003 Version

Documents

Transcript of Amul Final 2003 Version