AMULThe Taste of India

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GROUP-5

GROUP MEMBERS:-

SATYAJIT PATHAK 42(A)DHAVAL KANERIA 16(A)ANUJ KAINTH 60(A)BIJESH KUMAR YADAV 12(A)ABHISHEK BANERJEE 01(A)ANIRUDH KUMAR SHARMA 05(A)

AMUL……………ITS NOT JUST A COMPANY OR A BRAND………..

IT’S A REVOLUTION…….

WHITE REVOLUTION

AMUL -- A REVOLUTION

Gujarat Cooperative Milk Marketing

FederationIndia's largest food products marketing

organisation.State level apex body of milk

cooperatives in Gujarat.Provides remunerative returns to the

farmers.Serve the interest of consumers by

providing quality products which are good value for money.

GCMMF…….. Members: 13 district cooperative milk producers' Union No. of Producer Members:2.6 million No. of Village Societies:12,792 Total Milk handling capacity:10.16 million litres per day Milk collection (Total - 2006-07):2.38 billion litres Milk collection (Daily Average 2006-07):6.5 million litres Milk Drying Capacity:594 Mts. per day Cattlefeed manufacturing Capacity:2640 Mts per day

SALES FIGURESSales Turnover Rs (million) US $ (in million)1994-95 11140 3551995-96 13790 4001996-97 15540 4501997-98 18840 4551998-99 22192 4931999-00 22185 4932000-01 22588 5002001-02 23365 5002002-03 27457 5752003-04 28941 6162004-05 29225 6722005-06 37736 8502006-07 42778 1050

TURNOVER

Every day Amul collects 447,000 litres of milk from 2.12 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods worth Rs 6 crore (Rs 60 million) to over 500,000 retail outlets across the country. Annual turnover of Rs 37.74 billion (2005-2006) is the biggest diary product company in India.

AMUL SUCCESS STORY:-

1)It advertising, Quality, Trust, Pricing, Availabilty, Packing or combination of one or more factors.

2) Strong, efficient and low cost supply chain - buying directly from farmer cooperatives.

3) Efficient, effective and widespread distribution of their products.

4) Strong marketing as their ads have shown.

5) Their low labor costs yet a committed labor force.

6) Wide range of dairy products. This gives the end-consumer a wide variety of products. This, perhaps, also helps in production. For instance, if a product is not selling in the targetted quantities, production can be diverted to some extent to another product that is selling.

Ads OF AMUL

AMUL GOLD

Customer Delivered Value Chaino Monetary Cost : Medium

o Time Cost : Low

o Energy Cost : Low

o Psychic Cost : Low

o Service Value : Medium

o Image Value : High

o Product Value : Medium to High

o Personnel Value : Medium.

VALUE CHAIN ANALYSISVALUE CHAIN ANALYSIS

CUSTOMER

OPERA-TIONS

OUTBOUNDLOGISTICMARKETING

& SALES

CUSTOMERSERVICE

INBOUND LOGISTIC

PROCUREMENT

HUMANRESOURSEMANAGEM-ENT

TECHNOLOGY

FIRM INFRASTRUCTURE

Primary Activities

Support Activities

SEGMENTATION GEOGRAPHIC :o City Or Urban : Urban, Sub Urban.

DEMOGRAPHIC :o Age : All Age Group.

o Income : 5000 +.

o Social Class : Upper Lower to Upper Upper.

BEHAVIORAL :o User Status : Regular User.

SEGMENTATION BEHAVIORAL :o Usage Rate : Medium to Heavy User.

o Benefits : Quality

o Loyalty Status : Medium

o Readiness Stage : Aware

TARGET AUDIENCE Those Who Want High Quality milk withEasily Availability.

PRODUCT HEIARACHY

o Need Family -- Health.

o Product Family -- Pasteurized.

o Product Class -- Milk.

o Product Line -- Whole Milk.

o Product Type -- Amul Gold or Mother Dairy.

o Item -- Amul.

PRODUCT LEVEL

Core Benifit -- Health

Basic Product -- Packaged white liquid

Expected Need -- Quality

Augmented -- Image

POSITIONINGo Image Positioning

VALUE PREPOSITIONo A high quality milk which is easily

available

BUYING BEHAVIOURo Habituated buying behavior

PRICING STRATEGY

High value strategyAmul gold

Quality

Price

High

Medium

Low

Low Medium High

AMUL BUTTER

Customer Delivered Value Chain Butter

o Monetary Cost : Medium

o Time Cost : Low

o Energy Cost : Low

o Psychic Cost : Low

o Service Value : Medium

o Image Value : High

o Product Value : Medium to Higho Personnel Value : Medium.

SEGMENTATION BUTTER GEOGRAPHIC :o City Or Urban : Urban, Sub Urban.

DEMOGRAPHIC :o Age : 6 - 40 Years

o Income : 10000 +

o Social Class : Middle Class, Upper Middle, Upper Upper.

BEHAVIORAL :o User Status : Regular User.

SEGMENTATION BUTTER BEHAVIORAL :o Usage Rate : Medium User.

o Benefits : Quality and Taste.

o Loyalty Status : Strong.

o Readiness Stage : Aware, Informed.

TARGET AUDIENCE Those Who Want Quality butter withTaste and easily availability.

PRODUCT HIERARCHY

Need Family -- Health

Product Class -- Butter

Product Line -- Salted Butter.

Product Type -- Amul Butter / Brittania

Item -- Amul Butter

POSITIONING:IMAGE POSITIONING

VALUE PREPOSITION:A high quality and tasty butter which is easilyavailable.

BUYING BEHAVIOUR: HABITUAL BUYING BEHAVIOUR

PRICING STRATEGY

High Value StrategyAmul Butter

Quality

Price

High

Medium

Low

Low Medium High

PRODUCT LIFE CYCLE

It is now in growth stage.

BRANDINGUmbrella Branding

THANK YOU

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