Project presented by marketing head Chaitali .P.Dhopatkar

ACKNOWLEDGEMENT

I would like to thank Professor Mr.Mahajan Samant who gave the opportunity to make this project through which I gained valuable information on the topic Amul. I would also like to thank all my friends & family for helping & making the project successful . I would like to thank lot of people without whose cooperation & support working on this project would not have been so pleasurable & interesting.

HISTORY Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat India. The word AMUL is derived from the Sanskrit word AMULYA(अमू�ल्य), meaning INVALUABLE . The co-operative is sometimes referred to as Anand Milk Union Limited.

Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat.

Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products.In the process Amul became the largest food brand in India and has ventured into markets overseas.

Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul.

Amul pichku

pepper

Chilly flakes

choclate

S- SEGMENTATION

T-TARGETING

P-POSITIONING

SEGMENTATION

GEOGRAPHIC

CITY SIZE

India and other

countries

Metro cities and

towns

REGION

DEMOGRAPHIC

AGE INCOME

Everyone

As per packaging

SEGMENTATION

PSYCHOLOGICAL

LIFESTYLE

All types OF

attitudes

Every personality can

have it

ATTITUDES CULTURE CLASS

All types of

culture

From lower

class to upper class

SOCIOCULTURAL

Target Audience

AMULpichku

Working class

Youth

Health conscious

Kids

SWOT Analysis

Strength

1. Creative advertising with Amul Baby print ads2. High brand presence and visibility3.Availability of Amul butter is good with large distribution network through retails, kirana stores, local distributors etc.4.Excellent product quality and trusted name5. Affordable price and variable packaging

Weakness

1. Some people don’t prefer butter form cow’s milk and prefer local homemade butter

Opportunity

1. Smaller packages for instant consumption2.No frills packaging for rural customers at lower cost3. Tie-ups with corporates, hotels, resort chains etc

Threats

1. Local butter manufacturers2.Low Fat Low cholesterol butters like Nutalite3. Reduction in consumption by health conscious people

POSITIONING

AMUL-The Healthy Taste Of India

 Don’t worry have pichku, when you are in hurry.

Low Calorie Butter 

Quick Bhi,Healthy Bhi 

Carry everywhere,Taste anywhere  

PRODUCT

Basically Amul was first to launch butter in market

Amul butter holds 86% of market share.

Contents:- butter, common salt, permitted natural colour.

Amul butter has 720 kal/100gm but amul pichku buter has only 420 kal/100gm.

Hence first time Amul is launching low kal butter in the form of amul pichku.

More exciting part is Amul is also launching butter with various flavours such as pepper, chilly flakes & choclate.

PRICING

• 50 gm = Rs 15

• 100 gm = Rs 35

• 200 gm = Rs 60

• 500 gm = Rs 105

PROMOTIONSchools, colleges

Malls

Creative advertisements

Giving small pichku bottles free with other Amul products

Media, radio, hoardings, news papers, food magazines

Tie up with catering services in Railways and other transport

PLACE

It will be launch in major metro cities like MUMBAI,BANGLORE,PUNE,KERLA,etc.

Besides that it will be also launch in some small villages.

DISTRIBUTION CHANNEL

GUJRATMANFACTURER

AMULDISTRIBUTORS

WHOLESALERS

RETALERS

FINALLYCONSSUMERS

?(amul pichku)

Stars(amul butter)

Cash cows Dogs

BCG’S Model Of AMUL

MARKET SURVEY

WOULD YOU PREFER LOW CALORIE BUTTER

YESNO

WOULD YOU PREFER FLAVOUR BUTTER

YESNOMAY BE

SWOT Analysis

• Strength• 1. Creative advertising with Amul’s ad girl through

animation• 2. High brand presence and visibility• 3.Availability of Amul butter is good with large distribution

network through retails, kirana stores, local distributors etc.• 4.Excellent product quality and trusted name• 5. Affordable price and variable packaging• Weakness• 1. Some people don’t prefer butter form cow’s milk and

prefer local homemade butter

SWOT Analysis cont

Opportunity1. Smaller packages for instant consumption2.No frills packaging for rural customers at lower cost3. Tie-ups with hotels, resort chains,catering services, local butter manufacturers.Threats1.Specially low Fat Low cholesterol butters like Nutralite2. Reduction in consumption by health conscious people3.Amuls original butter packaging

FORECASTING

• According to response which AMUL products have got.I am sure that consumers will like Amul low calorie and flavoured butter also.

• AMUL butter is consumers favourite butter.Only,health conscious consumers prefer other low calorie butter. Targeting such consumers AMUL is launching low calorie butter with different flavours.

• Hence, I am sure this product will do well in market.

PLANNING

THANK YOU FOR BEING WONDERFUL AUDIENCE