Amul - The Taste of India


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Amul - The Taste of India

  1. 1. PRESENTATION ON AMUL Presented By: Priyanka Sharma
  2. 2. Content: Introduction History Production Process of Milk The Amul Model Consumer Based Products Segmentation Promotion Strategy Reasons for Success Facts and Figures SWOT Analysis Future Plans
  3. 3. Introduction: The brand name Amul means “AMULYA”. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. Amul products have been in use in millions of homes since 1946.
  4. 4. Founder Of The Amul Company  Dr. Verghese Kurien was the founder of the Amul Company.  He was the Chairman of the GCMMF (Gujarat Co- operative Milk Marketing Federation Ltd), an apex cooperative organization, based in the Anand town of Gujarat, India.
  5. 5. History: Formed in1946, is dairy co-operative movement in India. A brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products
  6. 6. White Revolution (1966):  Verghese Kurien’s Amul experiment in Gujarat soon blossomed into the much larger Operation Flood, spread over 23 states, 170 districts and 90,000 village cooperatives. It changed India from an importer to the world's largest milk producer and exporter.
  7. 7. About Amul: The Tagline/Slogan: “The Taste of India” The Jingle: Utterly, Butterly, Delicious…..Amul The Character/Mascot: The Amul moppet has been the mascot of Amul since 1967, sporting a young girl in red polka dot frock with 'utterly butterly delicious’ jingle.
  8. 8. Step 1:
  9. 9. Step 2:
  10. 10. Contd..
  11. 11. Contd..
  12. 12. Contd..
  13. 13. Advertisements  AMUL is well known for its innovative hoardings. Some of the Amul Hits are: Tension between the two Khans of Bollywood- March '09. Terrorists attack the Sri- Lankan cricketers in Lahore -Feb'09
  14. 14. Contd..
  15. 15. AMUL sponsored the Singing CompetitionAMUL Star Voice of India, Music ka Maha Mukabla.
  16. 16. Amul Sponsored Master Chef India- Kitchen Ke Superstar
  17. 17. Reasons for Success:  Robust Supply Chain  Low Cost Strategy  Diverse Product Mix  Strong Distribution Network
  18. 18. About Amul:
  19. 19. Amul – Product Portfolio:
  20. 20. GCMMF Turnover:
  21. 21.  SWOT ANALYSIS Strengths  SWOT ANALYSIS Weaknesses  SWOT ANALYSIS Opportunities  SWOT ANALYSIS Threats
  22. 22. SWOTANALYSIS Strengths:
  23. 23. SWOTANALYSIS Weaknesses:
  24. 24. SWOTANALYSIS Opportunities:
  25. 25. SWOTANALYSIS Threats:
  26. 26. Amul "Utterly Delicious" Parlours  Amul has recently entered into direct retailing through "Amul Utterly Delicious” parlours.
  27. 27. Amul to launch bottled water Narmada Neer  Brand Amul is all set to enter the bottled water segment. The company will process the water at its Vadodara facility. Earlier, Amul did market a bottled water Jaldhara, produced by the National Dairy Development Board, almost a decade ago.
  28. 28. What more can Amul do? Amul can venture out on new products like Toned milk, Condensed milk that can be used for sweets, Baby food products. There are certain products like Amul basundi, gulab jamoon, chocolates etc. which are not as popular as Amul ice cream. Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by advertising through the media.