BEST-Amul Saahil Final

7/29/2019 BEST-Amul Saahil Final

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Kalpesh surve 162Meera nayak 151

Dimple java 143

Sachin vernekar 165

Poorva adarkar 121

Ivy d`souza 131

Saahil ledwani 147

Group Members


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F o u n d e r of a m u l

November 26, 1921 at

Kozhikode, Kerala

in India.

He is also known as the


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I N T R O D U C T I O N The brand name Amul means AMULYA. This word derived form the

Sanskrit word AMULYA which means PRICELESS.

In the year 1946 the first milk union was established. This union was started with250 liters of milk per day.

The union was known as KAIRA DISTRICT CO-OPERATIVE MILK

PRODUCERS UNION. This union selected the brand name AMUL in 1955.

Shri Pandit Jawaharlal Nehru,

the prime minister of India

declared it open at Amul dairy

on November 20, 1955.


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G.C.M.M.F. Means

GUJARAT CO-

OPERATIVE MILK

MARKETING

FEDERATION LTD.

Gujarat Cooperative MilkMarketing Federation

(GCMMF) is India's largest

food products marketing

organization.


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Products


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Sales Turnover Rs (million) US $ (in million)

1994-95 11140 355

1995-96 13790 400

1996-97 15540 450

1997-98 18840 455

1998-99 22192 493

1999-00 22185 493

2000-01 22588 500

2001-02 23365 500

2002-03 27457 575

2003-04 28941 616

2004-05 29225 672

2005-06 37736 850

2006-07 42778 1050

2007-08 52554 1325

2008-09 67113 1504

2009-10 80053 1700

Sales turnovers


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INDIAN ENVIRONMENT

Packaging in IndiaPackaging Strategy


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Market leader

100 gm

500 gm

Munna packs of 25 gm

Airlines packs

Exp. date

Mfg. date

Positioning

Size of

the

packs

Dates on the

packs

Protection

Ingredients

Attractive & Innovative

Economy

Packaging cont


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Amul have developed a special packaging for the products to be

marketed in the United States, complete with Nutritional Information,

Toll free No., Barcode and other information stipulated by the US

Laws.

Products:

Packaging global

environment

USA


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Packagingin US

Language

Climate &Protection

fromdamage

Colour

Size ofthe

product

Global

environment


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MARKETING MIX

Product:

Dairy products

Cooling products

Price

Low pricing

strategy

Place:

Rural Market

Urban market

International

Market

Promotion:

Advertisement

1% on promotion

Amul Butter girl is

the longest running

ad campaign incountry for 41

years.

Agreement

signed with Wall

Mart


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Amul is well known for its innovative hoarding

Amul has two agencies that look after the range of products namely :

FCB Ulka

Da Cunha

Socio-cultural

Advertising strategy


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Advertising as persocial environment

Advertisement done with funny slogans and hoardings.


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NDIA

NewspaperAdvertisement

TelevisionAdvertisement

Hoardings

Sponsoring

Advertising As/

LEGAL environment

INDIA


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OnlineAdvertisement& Internet Sites

Leaflets &Television

Magazineadvertisement

Advertising as/

GLOBAL

environmen..

USA


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Amul adopted a low-cost price strategy to make its products affordable and

attractive to consumers by guaranteeing them value for money.

The success of this strategy is well recognized and remains the main plank

of AMUL's strategy even today.

Pricing Strategy adopted globally


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Affordable Price Quality Competition

Pricing policy

(POLITICAL &

LEGAL).

INDIA


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Pricing strategy

Cost Competition DemandIncentivesoffered by

Government

Pricing

USA


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Product Size Price (India) Pice (USA)

Amul Butter 100 gm pack Rs. 25 US $ 1.00

Amul Butter 500 gm pack Rs. 122 US $ 5.00

Delicious Table

Margarine

100 gm pack Rs. 13 -

Delicious Table

Margarine

500 gm pack Rs. 62 -

Amul lite 200 gm pack Rs. 32 -

Pricing Cont


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Quality Certifications

GLOBALLY


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STP Segment People who need and consume

bakery and dairy products

Target Group Middle and upper middle class

families, especially kids

Positioning Indias leading manufacturer of

premium quality and healthy biscuits, bakery

and dairy products. And available at every

store


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Product Overlap

Situation where company

decides to compete

against its own brands.

Amul Processed Cheese Vs Cheese

Spread

SAGAR Vs Amulya Powered Milk

Nutr-amul Energy Drink Vs Amul Kool


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DIVERSIFICATION STRATEGY

Dairy NonDairy


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Value Marketing Strategy

Providing a product that works asclaimed, is accompanied by decentservice, and is delivered on time.

Commitment to quality.Value for money

The generation for awareness.

Fostering Of Loyalty


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R & D and Future strategy

R & D Increase taste and Quality of the products

Diversified products

Eco Friendly packaging

Future Strategy To be the number one in milk product

Spread business in World Wide

Adopting the technology as required


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aSWOT Analysis

Strong Dependencyon weakinfrastructure. Complete

dependent onvillages for rawmaterials

Competitors- Britannia,

NestleHindustan Liver and

local player

Growing prize of milk andmilk products

Largest foodbrands in IndiaHigh Quality

Use internet tosell its products Exportspotential-Bangladesh,Nigeria, srilanka& middle east


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MARKET SHARE


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MARKET SHARE AND STATUS

BUTTER 85%

MILK POWDER 40%

CHEESE 50%

ICE CREAM 24.75%

SWEETS 50%

CHOCO-DRINK 90%

CHOCOLATE 10%


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MARKET OVERVIEW..

India is both the worlds largest producer and

of dairy products.

Total size of the dairy market is 234,600 crores,

growing at 5% and dominated by increasing

consumption and sale of milk.

The market that converts milk to value-added

products like dahi, yoghurt, cheese and dairy basedbeverages is growing strongly, albeit from a narrow

and small base of around ` 11,000 crores


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Competitors

Britannia

NESTLE

Mother dairy

Aarey


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According to porters generic model, we feel AMUL falls

under the diffentiation category as , AMUL divided its

product portfolio into two distinct categories: "health andwellness" and "delight and lifestyle. This clearly states that

it believes in product uniqueness while having a broad

market.


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Amul means different things to different people.

To a milk producerA life enriching experience

To a consumer-Assurance of having wholesome milk

To a mother-A reliable source of nourishment for

her childTo the country-Rural development and self reliance

Conclusion


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BEST-Amul Saahil Final

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