Amul

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AMULTHE TASTE OF INDIA

PRESENTED BY-

AMITSINH VIHOL

(MBA PHARMA-I)

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World's Largest

Pouched Milk

Brand

World's Biggest

Vegetarian Cheese

Brand

Largest Food Brand And Business In India

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INTRODUCTION- AMUL

Formed in 1946, is a dairy cooperative movement in India. A brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Jointly owned by 2.6 million milk producers in GujaratSpurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. Overseas markets - Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries Fresh plans of flooding the markets of Japan & Sri Lanka.Dr Verghese Kurien, former chairman of the GCMMF-The man behind the success of Amul. The white revolution has finally created a billion-dollar brand(2.5 million US $).

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Product Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese For Cooking Chocolate

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AMUL Product’s DiversificationDairy Product Fresh milk Milk drinks and

desserts Bread spreads Cheese products

Non Dairy Product Veg. Oil Instant Food Snack

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Benefits Of Diversification

High Growth Expansion of network Advantage of each underline objectives

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Business Model Every day Amul collects13

million of milk from 3.18 million 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

RawMilk

Condensed

Ghee Butter Cream

Packaged Milk

Ice creamBeverages

Dried

SkimmedMilk

Powder

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AMUL defending its turf

Largest milk brand in Asia marketing more than 30 different brands of dairy products like cheese, ice-cream, condensed milk, ready-to-eat pizza, beverages etc.

Amul is the market leader in ghee and butter. Amul Kool and Kool Café doing well. Defending against names like Mahananda, Vijay,

Milma and other co-operative milk brands. Aggressive moves against FMCG and F&B brands

like Britannia, Nestle and Mother Dairy among others..

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Defense Strategy

Moving consumers from loose milk to packaged milk and gradually move them up the value chain (tetra pack to beverages, all available under the Amul brand)

A sound strategy likely to work. Being exposed to a brand, it is natural for a

customer to try more products Improving socio-economic condition of the

customer anchors the desire to enhance lifestyle

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Segmentation

Wide range of product categories caters to consumers across all market segments. For example, Amul Kool is targeted at children, while teenagers prefer Kool Cafe, as it has a cool imagery associated with it.

Segmentation is not as easy in curd and low fat products, due to mixed audiences, various culinary applications , eg. ghee, butter and cheese.

“In India, the most used spread is ghee, then butter, cheese, low fat butter, margarine, cheese spread and mozzarella cheese.

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Targeting Changing retail environment Striking out on its own, with Amul Outlets or

parlours to deliver consumers total brand experience

Launched in 2002, there are now 6000 Amul parlours across the country(10000 Cr annual sales)

High profile locations: Amul parlours are today present on campuses of Infosys, Wipro, IIM-A, IIT-B, Temples, Metro rail and railway stations in Gujarat.

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Positioning A mass market player, no premium offerings USP – Quality with affordability Up against niche players – value addition to

customers Sheer size and scale of operation New offerings for health conscious and vibrant

India –

Health and energy drinks

Stamina, a health drink made from milk with added vitamin C against Red Bull and Gatorade, milk better than cola.

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Positioning

Aimed at youngsters- Amul Cafe Ice-cream Probiotic and sugar-free variants

Chocolates sugar-free brand called Choco-Mini to target the

diabetic

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Promotion

Uses a variety of media to communicate Most famous is billboard campaign The endearing polka dressed girl and pun at

various issues increased brand’s fan following. Below-the-line activity has grown too — such as

the Amul food festival, which has been held for the last four year between October and December in about 50,000 retail outlets.

The Chef Of India promo invites hotel chefs to come up with recipes using as many Amul products as possible, and is conducted at city, state and national level.

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Intelligent Marketing

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

GCMMF has written and re-written rules of the game

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

Campaign using like Amul star voice of India.

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Competition

Brittania Nestle Cadboury Mother Dairy

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THANK YOU

“RIVERS” never Go “REVERSE”So try to Live Like A RIVER,Forgot your PAST and FOCOUS on your FUTURE.