amul ppt

By Chayanka kRashmi A DeshpandeRamesh Babu

Formed in 1946, is a dairy cooperative movement in India with 250 liters of milk per day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION.

A brand name AMUL is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

The brand name Amul means “AMULYA” (suggested by a quality control expert in Anand). This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”.

Amul has spurred the white revolution of India, which has made India the largest producer of milk and milk products in the world and the White Revolution has finally created a billion-dollor brand. It is also the world's biggest vegetarian cheese brand.

Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world. Amul has more than 150 chilling centers in various villages. Dr. Verghese Kurien, former chairman of the GCMMF – the man behind

the success of Amul

Mission 2020 Dairy cooperatives of Gujrat turnover of Rs.27000

crores by the year 2020 The vision To liberate our farmers from economic oppression and lead

them to prosperity Objectives To ensure that the maximum share of consumer’s rupee

goes back to the milk producers.

State Federation

District

Village

DECISION-MAKING

•Membership•Price paid to milk suppliers

•Price paid to village co-operative societies

•Price paid to district unions (fixed across unions)•Product mix and quantity

LEVEL MEMBERS

RAW MILK

DriedSkimmed Milk

Powder

Packaged Milk

Ice creamBeverages

Condensed

GheeButterCream

pasteurization

Milk

Butter/Cheese/GheeButter/Cheese/Ghee

Ice-cream Manufacturers

Restaurant/Food Chains

Temples

Bakery & Confectionaries

Pizza Retailers

Snacks Retailers

Coffee Shop Chains

KidsKids

WomenWomen

Calorie ConsciousCalorie Conscious

Health ConsciousHealth Conscious

YouthYouth

Amul Kool Chocolate MilkNutramul Energy DrinkAmul Kool Millk Shaake

Amul Calci +

Utterly Delicious PizzaAmul Emmental CheeseAmul Cheese Spreadsv

Amul LiteSagar Skimmed Milk PowderAmul Lite Slim and Trim Milk

NutramulAmul Shakti Health Food Drink

Amul never forgot its “primary customer”

- Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate)

Product for youth - Amul launched Chocolate milk under

brand name of ‘Amul Kool Koko’ targeting

the youth

Product for diabetic people - India’s First Pro-Biotic Wellness Ice

cream & Sugar Free Delights For Diabetics

Product for the health conscious

- Amul Launched “low fat, low cholesterol

bread spreads”

Product for the price sensitive India

- Low Priced Amul Ice Creams and affordable ‘sagar’ whitener

Product for the urban class - Amul launched emmental,

gouda and pizza mozzarella cheese

Bargaining Power of Customers is High because of

Various competitors

Threat of substitutes is high

because ofavailability of Other products

Threat of new entrantsIs high because

There are no entrybarriers

Competitive Rivalry

is High due to

Other brands and

Local players

Bargaining Power of Suppliers is low

because the suppliersAre rural milk

producers

Product s/Brands Competitors

Butter Britannia, Nestle

Cheese Britannia

Baby food Nestle, Heinz

Dairy Whitener Segment Britannia, Nestle

Ice creams HUL

Chocolates & Confectionaries Cadbury,Nestle

Pizza Pizza Hut, Dominos, Nirulas Frozen pizza

Curd Nestle, Mother Dairy

Ultra High Treated Milk Britannia, Nestle

Sweet Condensed Milk Nestle

Paneer Britannia

Milk Additives Cadbury, Smithkline Beecham

Flavored Milk Britannia, Nestle

What goes into the contract that is brand name 1)Quality-No brand survive long if it’s quality is not equal or

exceed customer expectations. Incase of food product hygienic, taste, bacteriological &

organoleptic standard ±main essence. 2)Value for money-customers get more than what they pay. Keep price fair & do best to ensure that retailers don’t gain at

the expense of customer. 3)Availabilty-Brand available when and where customers

want.Amul has nation’s finest distribution network. 4)Service-Committed to total quality

Product Positioning Strategy Product Re-Positioning Strategy Product Overlap Strategy Product Design Strategy Product Elimination Diversification Strategy Value Marketing Strategy Product Scope Strategy

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Placing a product in that part of the market where it will receive a favorable reception compared to competing products.

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India’s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics.

Low Priced Amul Ice Creams made Kwality Walls life hell.

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Flank Attack..Age Wise.. Aug 25 2007

Amul launches Chocolate milk under brand name of ‘Amul Kool Koko’.

This is targeted at teenagers and youths.

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Nov 11, 2007: Amul in Multinational Arena With Snack Launch: “Munch Time”.

Flavors: Masala , Mint and Tomato .

New Product Activity.

Nov 26, 2007 : Amul Launches “Fresh Paneer” (Free From Any Harmful Chemicals)Flank Attack—Expanding its Cheese Segment.

Current market share 65%.19

New CompetitionChange in consumer preferenceWrong original positioning

Amul marketed bottled water product named “JALDHARA” but due to less potential in the market it turned out to be blunder.

Now Amul is all set to launch bottled water “NARMADA NEER”.

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Situation where company decides to compete against its own brands.

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Powdered Milk Health and price Conscious.

“SAGAR Vs Amulya”.USP: Sagar is affordable whitener for health

conscious one.

Cheese Spreads Specific Vs General“Amul Processed Cheese Vs Cheese Spread”USP:Cheese spread is highly accepted spread for

regular use. Milk Drinks

“Nutramul Energy Drink Vs Amul Kool”22

Strengths•Modernization of traditional milk production•Robust distribution chain•Extensive cold storage system•Trust of producers & consumers both•Provision of services to cattle farmers•Presence in all milk product ranges•Value in quality & price•Trained graduates from reputed institutes

Weaknesses•Bound by dated legislation•Less control over milch yield•Cannot accommodate transport delays (perishables)•Dependence on poor infrastructure for supply (roads, electricity etc)

Opportunities•New product development•Increase in export of product range•Favourable changes in tastes and disposable income of consumers•Penetration into areas where SHGs etc have not entered•Capturing the segment which is tilting towards branded products

Threats•Unorganized players•Other dairy co-operative societies•Risk of contamination throughout channel•Competitors are companies, not bound by inherent obligations of co-operatives

“Whether to offer standard or customized products.”

Amul has offered a mix of both standard and customized products.

Use of Utterly-Butterly Girl: Using since 1967.Entered in the Guinness Book Of World Records for

being the longest running campaign ever.

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Product reaches the stage where continued support is no longer justified where performance is falling short of expectations, it is desirable to pull the product out of the market place.

“ It eliminated “JALDHARA” a decade ago as Bottled water product do not have potential customers”.

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Seeking unfamiliar products or markets or both in the pursuits of growth.

Secrets of Amul’s Diversification Philosophy:

Progressive addition of higher value products while maintaining the desired growth in existing products.

Amul introduced products with consistent value addition but never left the core philosophy of “providing milk at a basic, affordable price”

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High Growth Expansion of networkAdvantage of each underline objectives.

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Providing a product that works as claimed, is accompanied by decent service, and is delivered on time.

Commitment to quality.Value for moneyThe generation for awareness.Fostering Of Loyalty

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“Perspective of the product mix of a company”

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Uses of variety of media to Uses of variety of media to communicatecommunicate

Most famous in bill boardMost famous in bill board The enduring polka dressed girl pun The enduring polka dressed

girl pun at various issues increase brands faat various issues increase brands fa

Every festival some thing they Every festival some thing they bringingbringing

The chief of India promo invites hote The chief of India promo invites hote chefs to come up with recipes using chefs to come up with recipes using many Amul products as possible, many Amul products as possible, and is conducted at city, state

STAR

Amul butter

Amul tazzaUTH

Amulya dairy whitner

??????????????

Amul chocolate

Amul masti dahi

Amul lassi

Mithaimate

CASH COW

Mozarella cheese

Amul pizza base

Amul tazza fresh milk

DOG

Infant milk range

Amul shakti

Nutramul

Physique : Personality : Taste, Quality Simple, Indian

Culture : Relationship :

Co-operative, Sharing Sociable

Reflection : Self-Image : Value Oriented Proud Indian,

Fun loving

AMUL