Presented by,Presented by,NagendraNagendra

Prakash P.VyasPrakash P.Vyas33rdrd sem sem

IntroductionIntroduction

Amul (Anand Milk Union Limited)Amul (Anand Milk Union Limited), , formed in 1946, is a formed in 1946, is a dairydairy cooperativecooperative movement in movement in IndiaIndia. It is a . It is a brand namebrand name managed by an apex cooperative managed by an apex cooperative organisation, Gujarat Co-operative Milk organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), Marketing Federation Ltd. (GCMMF), which today is jointly owned by some which today is jointly owned by some 2.6 million milk producers in 2.6 million milk producers in GujaratGujarat, , India.India.

ProductProduct

Bread Spreads Bread Spreads Milk Drinks Milk Drinks Powder Milk Powder Milk Fresh Milk Fresh Milk Cheese Cheese For Cooking For Cooking ChocolateChocolate

                                                                                                                                  

Amul Product’s Amul Product’s DiversificationDiversification

BENEFITS OF BENEFITS OF DIVERSIFICATIONDIVERSIFICATION

1.1. HiHigh Growth gh Growth

2.2. Expansion of networkExpansion of network

3.3. Advantage of each underline Advantage of each underline objectivesobjectives

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 retail outlet across the India

Its supply chain one of the most complicated in India

Raw Milk

Condensed

Ghee Butter Milk

Packaged Milk

Ice Cream Beverages

Dried

Skimmed Milk Powder

What are the SegmentationWhat are the Segmentation

Wide range of product categories Wide range of product categories caters to consumer across all market caters to consumer across all market segment. for example, Amul kool as segment. for example, Amul kool as target at children, while teenager target at children, while teenager prefer kool caféprefer kool café

Low price range to High rangeLow price range to High range

TargetingTargeting

Changing Retail environmentChanging Retail environment Young and ChildrenYoung and Children High profile location like—Amul are High profile location like—Amul are

today present on campuses of Infosys today present on campuses of Infosys parlor, Wipro, IIM-A, IIT-B, Temples, parlor, Wipro, IIM-A, IIT-B, Temples, Metro Rail and Railways stationMetro Rail and Railways station

Diabetes customerDiabetes customer

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 The enduring polka dressed girl pun at

various issues increase brands fanvarious issues increase brands fan Every festival some thing they bringingEvery festival some thing they bringing The chief of India promo invites hotel The chief of India promo invites hotel

chefs to come up with recipes using chefs to come up with recipes using many Amul products as possible, and is many Amul products as possible, and is conducted at city, state and national conducted at city, state and national level.level.

Intelligent Marketing Intelligent Marketing

One of the most conservative FMCG One of the most conservative FMCG estimative GCMMF spends a mere 1% of its estimative GCMMF spends a mere 1% of its turnover on promotion turnover on promotion

GCMMF has written and re-written rules of GCMMF has written and re-written rules of the gamethe game

Amul Butter girl is one of the longest run ad Amul Butter girl is one of the longest run ad campaigns in country for 41years campaigns in country for 41years

Compaigh using like Amul star voice of IndiaCompaigh using like Amul star voice of India

AdsAds

Some Tv AddSome Tv Add

Competition Competition

Brittania Brittania NestleNestle HLLHLL Cadboury Cadboury Mother DairyMother Dairy

Conclusion Conclusion

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

For all segment of Product’s are For all segment of Product’s are available available

Thank….UThank….U