Transcript
Submitted by : - Kunal Suhail Akshay Rahul Shalik Sutapa
Anand Milk Union Limited - AMUL
“Priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," (meaning Precious) was suggested by a quality control expert in Anand, formed in 1946 , managed by Gujarat Co-operative Milk Marketing Federation Ltd.
To end unfair and manipulative trade practices Sardar Vallabh bhai patel advised the farmers to form cooperative society in1940 to procure milk from the farmers, process the milk and sell it in Bombay to customers & remove the mediators.
The Cooperative was further developed & managed by Dr. V Kurien along with Shri H M Dalaya .
GCMMF is India's largest food products marketing organisation
A pattern similar to the Anand’s Pattern was built in other states of India , We known as Operation Flood.
The Brand Name Amul
GCCMMF : An overview
• Members:13 district cooperative milk producers' Union
• No. of Producer Members:2.79 million
• No. of Village Societies:13,328
• Total Milk handling capacity:11.22 million litres per day
• Milk collection (Total - 2008-09):3.05 billion litres
• Milk collection (Daily Average 2008-09):8.4 million litres
• Milk Drying Capacity:626 Mts. per day
• Cattlefeed manufacturing Capacity:3500 Mts per day
Amul Plants
• First plant is at ANAND, which engaged in the manufacturing of milk, butter, ghee, milk powder, flavored milk and buttermilk.
• Second plant is at MOGAR, which engaged in manufacturing chocolate, nutramul, Amul Ganthia and Amul lite
• Third plant is at Kanjari, which produces cattelfeed.
• Fourth plant is at Khatraj, which engaged in producing cheese
Business Vision
– Long-term, sustainable growth to its member farmers
– Value proposition to a large customer base by providing milk and other dairy products at low price.
Amul Products
• Bread Spreads
• Cheese Range
• Mithaee Range
• UHT Milk Range
• Pure Ghee
• Infant Milk Range
• Milk Powders
• Fresh Milk
• Curd Products
• Ice cream , Chocolate & Confectionary
• Milk Drink
• Health Bevearge
• Image of Desi Brand in consumer’s mind
• TOM - 100% brand recall ( Amul Moppet )
• Brand Amul is synonymous to Trust
• Aggressive pricing & Known for quality products.
• Umbrella Brand Strategy
• Inadequate distribution setup
• Lack of capital investment as compared to other competition
• Not cashed on Spoiler strategy
• Go rural is the key to success
• Diversification - Umbrella Branding
• Amul parlour
• More work needed on Health platform
• Threat from MNCs
•
StrengthsStrengths WeaknessesWeaknesses
ThreatsThreatsOpportunitiesOpportunities
Market Development Strategy
• Shifting its focus from urban to rural markets and smaller towns. In 2005, Amul has added 900 new stores all across small towns to increase its reach.
• Capturing the market based on health platform - Diabetic and health conscious people through sugar free ice-cream, which is a variation of an existing product.
• Expanding markets by entering into smaller towns, thereby increasing its market base for the existing products.
• Amul is also increasing its market base for milk through a new version – the Amul Tazaa. Tazaa is the long-life version of milk which has a longer shelf life as compared to normal fresh milk. This product is highly picking up in the domestic and export market.
Amul Ads
• Most famous in bill board
• The enduring polka dressed girl pun at various issues increase brands fan– Use of Utterly-Butterly Girl: – Using since 1967.– Entered in the Guinness Book Of World Records for being the longest running
campaign ever
The Famous Ads
• By Setting up of Amul Parlours' across the country during the year. These stores will sell the entire product range of Amul products, in addition to the existing retail network for ice cream, milk and other products.
• Try to get more and more customers through a more intensive distribution. Opening more stores at Highways, Railway stations, Airports, Bus stations, Schools, Colleges, and Industrial Canteens etc.
• Try to find place in various upcoming retail chains ( Carrfeures, Hyper City , Wal Mart )
• Diversification under Umbrella brand & explore to cover new platforms.
- Product for Kids , Men , Women- “ Me Indian “- Explore more on Health Platform- May be on Environment platform
• Continuing the same Amul Masscot & Ad campaign in future will make the brand association stronger
• Amul girl can be used as a property in cartoon channels - Just like Walt disney does .
Market Strategy – Recommendation from team
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