Project presented by marketing head
Project presented by marketing head Chaitali .P.Dhopatkar
ACKNOWLEDGEMENT
I would like to thank Professor Mr.Mahajan Samant who gave the opportunity to make this project through which I gained valuable information on the topic Amul. I would also like to thank all my friends & family for helping & making the project successful . I would like to thank lot of people without whose cooperation & support working on this project would not have been so pleasurable & interesting.
HISTORY Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat India. The word AMUL is derived from the Sanskrit word AMULYA(अमू�ल्य), meaning INVALUABLE . The co-operative is sometimes referred to as Anand Milk Union Limited.
Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat.
Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products.In the process Amul became the largest food brand in India and has ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul.
Amul pichku
pepper
Chilly flakes
choclate
S- SEGMENTATION
T-TARGETING
P-POSITIONING
SEGMENTATION
GEOGRAPHIC
CITY SIZE
India and other
countries
Metro cities and
towns
REGION
DEMOGRAPHIC
AGE INCOME
Everyone
As per packaging
SEGMENTATION
PSYCHOLOGICAL
LIFESTYLE
All types OF
attitudes
Every personality can
have it
ATTITUDES CULTURE CLASS
All types of
culture
From lower
class to upper class
SOCIOCULTURAL
Target Audience
AMULpichku
Working class
Youth
Health conscious
Kids
SWOT Analysis
Strength
1. Creative advertising with Amul Baby print ads2. High brand presence and visibility3.Availability of Amul butter is good with large distribution network through retails, kirana stores, local distributors etc.4.Excellent product quality and trusted name5. Affordable price and variable packaging
Weakness
1. Some people don’t prefer butter form cow’s milk and prefer local homemade butter
Opportunity
1. Smaller packages for instant consumption2.No frills packaging for rural customers at lower cost3. Tie-ups with corporates, hotels, resort chains etc
Threats
1. Local butter manufacturers2.Low Fat Low cholesterol butters like Nutalite3. Reduction in consumption by health conscious people
POSITIONING
AMUL-The Healthy Taste Of India
Don’t worry have pichku, when you are in hurry.
Low Calorie Butter
Quick Bhi,Healthy Bhi
Carry everywhere,Taste anywhere
PRODUCT
Basically Amul was first to launch butter in market
Amul butter holds 86% of market share.
Contents:- butter, common salt, permitted natural colour.
Amul butter has 720 kal/100gm but amul pichku buter has only 420 kal/100gm.
Hence first time Amul is launching low kal butter in the form of amul pichku.
More exciting part is Amul is also launching butter with various flavours such as pepper, chilly flakes & choclate.
PRICING
• 50 gm = Rs 15
• 100 gm = Rs 35
• 200 gm = Rs 60
• 500 gm = Rs 105
PROMOTIONSchools, colleges
Malls
Creative advertisements
Giving small pichku bottles free with other Amul products
Media, radio, hoardings, news papers, food magazines
Tie up with catering services in Railways and other transport
PLACE
It will be launch in major metro cities like MUMBAI,BANGLORE,PUNE,KERLA,etc.
Besides that it will be also launch in some small villages.
DISTRIBUTION CHANNEL
GUJRATMANFACTURER
AMULDISTRIBUTORS
WHOLESALERS
RETALERS
FINALLYCONSSUMERS
?(amul pichku)
Stars(amul butter)
Cash cows Dogs
BCG’S Model Of AMUL
MARKET SURVEY
WOULD YOU PREFER LOW CALORIE BUTTER
YESNO
WOULD YOU PREFER FLAVOUR BUTTER
YESNOMAY BE
SWOT Analysis
• Strength• 1. Creative advertising with Amul’s ad girl through
animation• 2. High brand presence and visibility• 3.Availability of Amul butter is good with large distribution
network through retails, kirana stores, local distributors etc.• 4.Excellent product quality and trusted name• 5. Affordable price and variable packaging• Weakness• 1. Some people don’t prefer butter form cow’s milk and
prefer local homemade butter
SWOT Analysis cont
Opportunity1. Smaller packages for instant consumption2.No frills packaging for rural customers at lower cost3. Tie-ups with hotels, resort chains,catering services, local butter manufacturers.Threats1.Specially low Fat Low cholesterol butters like Nutralite2. Reduction in consumption by health conscious people3.Amuls original butter packaging
FORECASTING
• According to response which AMUL products have got.I am sure that consumers will like Amul low calorie and flavoured butter also.
• AMUL butter is consumers favourite butter.Only,health conscious consumers prefer other low calorie butter. Targeting such consumers AMUL is launching low calorie butter with different flavours.
• Hence, I am sure this product will do well in market.
PLANNING
THANK YOU FOR BEING WONDERFUL AUDIENCE