AMUL-KRUNAL FINAL

8/7/2019 AMUL-KRUNAL FINAL

1/31

Marketing Strategy

The management process

Formulate plans & strategies

Implement marketing programme

Control all marketing activities

Planning provides the basis for

integrated marketing strategy.


2/31

Marketing Strategy Planning planning is deciding in

advance what to do, how to do & who

is going to do it?

It is the first function in management to be

performed in the management process.

Planning is analytical thought processwhich covers

Analysis of the situation or environment

Assessment of the future opportunities

& threats

Determination of objectives & goals

Selection of best strategy to achieve

objective.


3/31

Marketing Strategy

Planning & control are twinmanagement function.

Without planning controlling cant be

accomplished.

In general practice, planning-actioncontrol is a continuing cycle &

these functions are difficult to

separate.


4/31

Marketing Strategy

ROLEOF BUSINESS PLANNING Business planning enables management to

establish most favorable relation between

the organization & the environment.

The major task of managerial leadership is

that of integrating all elements ofmarketing mix to accomplish marketing

objectives.

The success of business depends on

Ample resources in the enterprise (input)

Fulfilling needs of the customer

(customer satisfaction-output)


5/31

Strategy

An enterprise must have at least twomajor broad objectives-

1.To do the right things

2.To do the things right.

Strategic planning reflects the first

objective while planning reflects

the second.


6/31

Strategy Strategy of a company is designed in

such a way that it matches with

Future environmental marketing

Opportunity

Capabilities of companies human and

material resources Top management values and beliefs

Desired social economic objectives


7/31

Planning

Environmental scanning

External Environment

Business environment is scanned to secure up

to date information on opportunities and threats

revealed by the changing environmental forces

such as customers, customer needs, competition,

economic, social, political ecology and

technology

Internal Environment Marketers must also have adequate knowledge

of internal situation through self analysis

on corporate strengths and weakness.

There should be happy marriage between the

company resources and company opportunities

so that the marketer can accomplish the

corporate goals

Marketing information and research enables

business to scan the external environment.

Sales audit and cost analysis enable to study

internal environment


8/31

Strategic Corporate

Planning Defining corporate mission

The statement of basic purpose offers

customer oriented answers to few

questions.

E.g. What is our business?

Who is our customer?What is our goal?

The mission focuses the

attention on the fundamental customer needs.

Example of mission

Telecommunication

Xerox

Cosmetic company


9/31

Strategic Marketing

Planning

Segmentation and Target marketing

1)In a new company segmentation enables

the company to identify potential target market

2)Firm has to ascertain sales forecast in its

target markets Marketing Mix

A distinctive marketing mix is prepared

to satisfy target market demand and attain

marketing objectives for each target market

It helps to build best integration of

product, price, promotion and distribution strategies


10/31

Annual Marketing Plan

Annual marketing plan is a short

term, covering 1 year

Each marketing plan incorporates

strategies and tactics relating to

the marketing mix for a particulartarget market

Overall corporate mission, corporate

objectives and corporate strategies

are determined by top corporate

managements under business

planning


11/31

Portfolio analysis BCG Matrix a popular approach to

planning, called portfolio analysis was

found in USA by the Boston Consulting

Group.

This method identifies the companys SBU &

places & places these on matrix thatconsiders market growth & market share.

Four business types can be distinguished :

1.Stars

2.Cash cows

3.Question marks

4.Dogs


12/31


13/31

Amul was formally registered on December 14, 1946.Amul was formally registered on December 14, 1946.

The brand name Amul, sourced from the Sanskrit wordThe brand name Amul, sourced from the Sanskrit word

Amoolya, means priceless. It was suggested by aAmoolya, means priceless. It was suggested by a

qualityquality

control expert in Anand and it was chosen because itcontrol expert in Anand and it was chosen because it

was a perfect acronym for Anand Milk Unionwas a perfect acronym for Anand Milk UnionLimited.Limited.


14/31

IntroductionIntroduction

Amul (Anand Milk Union Limited)Amul (Anand Milk Union Limited), formed in, formed in

1946, is a1946, is a dairydairy cooperativecooperative movement inmovement in IndiaIndia..

It is aIt is a brand namebrand name managed by an apexmanaged by an apex

cooperative organisation, Gujarat Cocooperative organisation, Gujarat Co--operativeoperative

Milk Marketing Federation Ltd. (GCMMF),Milk Marketing Federation Ltd. (GCMMF),

which today is jointly owned by some 2.6which today is jointly owned by some 2.6

million milk producers inmillion milk producers in GujaratGujarat, India., India.


15/31

ProductProduct

Bread SpreadsBread Spreads

Milk DrinksMilk Drinks

Powder MilkPowder Milk Fresh MilkFresh Milk

CheeseCheese

For CookingFor Cooking

ChocolateChocolate


16/31

Amul Products DiversificationAmul Products Diversification

The image cannot be displayed. Your computer may not haveenough memory to open the image, or the image may have beencorrupted. Restart your computer, and then open the file again. Ifthe red x still appears, you may have to delete the image and theninsert it again.

Dairy NonDairy


17/31

Amul Plant at AnandAmul Plant at Anand


18/31

DIVERSIFICATIONDIVERSIFICATION

Seeking unfamiliar products or markets or both inSeeking unfamiliar products or markets or both inthe pursuits of growth.the pursuits of growth.

Secrets of Amuls Diversification Philosophy:Secrets of Amuls Diversification Philosophy:

Progressive addition of higher value productsProgressive addition of higher value products

while maintaining the desired growth in existingwhile maintaining the desired growth in existingproducts.products.

Amul introduced products with consistent valueAmul introduced products with consistent value

addition but never left the core philosophy ofaddition but never left the core philosophy of

providing milk at a basic, affordable priceproviding milk at a basic, affordable price


19/31

BENEFITS OFBENEFITS OF

DIVERSIFICATIONDIVERSIFICATION1.1. HiHigh Growthgh Growth

2.2. Expansion of networkExpansion of network

3.3.

Advantage of each underline objectivesAdvantage of each underline objectives

1.1. HiHigh Growthgh Growth

2.2. Expansion of networkExpansion of network

3.3.

Advantage of each underline objectivesAdvantage of each underline objectives


20/31

Business ModelBusiness Model

Every day Amul collects 7 million of milk from 2.6million

farmer (many illiterate), Convert there milk into branded,

package products and delivery good to over 500,000 retailoutlet across the India

Its supply chain one of the most complicated in India


21/31

Raw Milk

Condensed

Ghee Butter Milk

Packaged Milk

Ice Cream

Beverages

Dried

Skimmed Milk

Powder


22/31

What are the SegmentationWhat are the Segmentation

Wide range of product categories caters toWide range of product categories caters to

consumer across all market segment. forconsumer across all market segment. for

example, Amul kool as target at children,example, Amul kool as target at children,

while teenager prefer kool cafwhile teenager prefer kool caf

Low price range to High rangeLow price range to High range


23/31

TargetingTargeting

Changing Retail environmentChanging Retail environment

Young and ChildrenYoung and Children

High profile location likeHigh profile location likeAmul are todayAmul are todaypresent on campuses of Infosys parlor, Wipro,present on campuses of Infosys parlor, Wipro,

IIMIIM--A, IITA, IIT--B, Temples, Metro Rail andB, Temples, Metro Rail and

Railways stationRailways station

Diabetes customerDiabetes customer


24/31

PromotionPromotion

Uses of variety of media to communicateUses of variety of media to communicate

Most famous in bill boardMost famous in bill board

The enduring polka dressed girl pun at various issuesThe enduring polka dressed girl pun at various issues

increase brands fanincrease brands fan Every festival some thing they bringingEvery festival some thing they bringing

The chief of India promo invites hotel chefs to come upThe chief of India promo invites hotel chefs to come up

with recipes using many Amul products as possible,with recipes using many Amul products as possible,

and is conducted at city, state and national level.and is conducted at city, state and national level.


25/31

Intelligent MarketingIntelligent Marketing

One of the most conservative FMCG estimativeOne of the most conservative FMCG estimative

GCMMF spends a mere 1% of its turnover onGCMMF spends a mere 1% of its turnover on

promotionpromotion

GCMMF has written and reGCMMF has written and re--written rules of the gamewritten rules of the game Amul Butter girl is one of the longest run addAmul Butter girl is one of the longest run add

campaigns in country for 41yearscampaigns in country for 41years

Campaign using like Amul star voice of IndiaCampaign using like Amul star voice of India


26/31

CompetitionCompetition

BritanniaBritannia

NestleNestle

HLLHLL CadburyCadbury

Mother DairyMother Dairy


27/31

CURRENT MARKETCURRENT MARKET

SHARESSHARES


28/31


29/31

Some Tv AddSome Tv Add


30/31

ConclusionConclusion

Using very good Strategy for selling the product .Using very good Strategy for selling the product .

For all segment of Products are availableFor all segment of Products are available


31/31

THANKTHANK

YO

UYO

U

AMUL-KRUNAL FINAL

Documents

Transcript of AMUL-KRUNAL FINAL