BY,SOUMYA

AMUL INDIA

INTRODUCTION…Formed in 1946 is a dairy cooperative movement

in India

A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)

Jointly owned by 2.79 million milk producers in Gujarat

Spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world.

Overseas markets - Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries

Fresh plans of flooding the markets of Japan & Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF -the man behind the success of Amul.

Has a 15% market share in the Rs 15,000 crore milk category, and a 37% share in the Rs 900 crore organized ice-cream segment.

Every day Amul collects 8.4 million liters of milk from 2.79 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods to over 500,000 retail outlets across the country.

MARKETING MIX…Product Dairy Products Cooking ProductsPrice Low Pricing StrategyPlace Rural & Urban Market International MarketPromotion Advertisements

STRATEGY…1. Product Positioning Strategy-

Low price Amul Ice - Creams made Kwality walls life hell.Chocolate milk was launched ‘Amul Kool koko’

2. Product Re-Positioning Strategy-Jaldhara – Narmada Ne

3. Product Overlap Strategy – Amul Processed Cheese Vs Cheese Spread Nutramul Energy Drink Vs Amul Kool

4. Product Design Strategy – Use of Utterly – Butterly Girl since 1967

5. Product Elimination – Eliminated Jaldhara – bottled water

6. Diversification Strategy – Dairy Products Fresh Milk, Milk Drinks & Desserts, Bread Spreads, Cheese

Products

COMPETITORS…BRITTANIANESTLEHLLCADBOURYMOTHER DAIRY

Cheese Cooking Desert Health Drinks

•Amul pure ghee•Amul cooking butter•Amul malai paneer•Utterly delicious pizza•Masti dahi

•Amul ice cream•Amul Shrikhand•Amul mithai gulabjamun•Amul chocolates•Amul lassi•Amul basundi

•Amul pasteurized processed cheese•Amul cheese spreads•Amul emmentel cheese•Amul pizza mozzarella cheese•Gouda cheese

•Nutramul•Amul shakti health food drink

Amul

Product Diversification

Other Promotional Strategies

Amul STAR Voice of India Amul Master Chef India Amul Seraphim Amul Maharani Bano Contest Amul Chote Ustaad Amul Music Ka Maha Muqabla Amul Food Maha Challenge.

Cafe Amul is a Casual Dining Restaurant in a pleasant ambience which offers scrumptious delicacies in pizzas, burgers , sandwiches, sundaes etc.

What is ?

World’s Largest pouched

milk brand

Largest food

brand in India

CONCLUSION…Amul has risen from Indian soil and it remains Indian

in every sense.There is ample scope in the low priced segment as

also in other categories. There are a significant number of retailers who are

currently stocking more than two brands. Amul has the opportunity to capture the more

evolved young adults and children who are open to new products provided they meet their expectations.

THANK YOU!!!!