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Marketing - Business Model Of Amul
 

Marketing - Business Model Of Amul

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Business Model of Amul

Business Model of Amul

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    Marketing - Business Model Of Amul Marketing - Business Model Of Amul Presentation Transcript

    • BUSINESS MODEL OF AMUL
      Anand milk union limited
    • Introduction
      The “Bottom of the Pyramid” Structure.
      Founded by Dr. VergheseKurien : Father of white revolution in India
      Successful “value for money” strategy.
      A successful cooperative society that always take care of the farmers and loyal customers.
    • Supply-demand linkages
    • What business are you in? your core offering?
      Taste of India
      Anything and everything to do with milk products
      May it be milk, butter, cheese, ice cream, chocolates
      Healthy milk products at affordable prices
    • Who is your competition?
      Other milk product manufacturers like Nandini in the south, Aarey in West, Mother Dairy in North, etc.
      Local Unorganized Milk suppliers(around 44% market share).
      “Energy” drinks, juices and colas
      Nestle, Britannia
      Home made products like butter/ ghee/ lassi etc.
    • Look across the conventional chain of buyers
      Customer: Housewife
      Consumer: All members of the family
      Customer: Restaurants
      Consumer: Customers coming to the restaurants
      • Amul not only looks at customers but at the consumers also, due to which they have come up with the products like Probiotic Dahi, Probiotic Ice creams at affordable prices.
    • look for piggy-backing across the supply chain
    • what happens before & after the point of transaction with your consumer?
      Conveying messages on the cartons/ packs.
      Health Tips on the packs like(you require a particular quantity of vitamins and minerals in a day and this pack satisfies a part of it.)
    • What else does your existing consumer base need?
      Opening up independent retailers/stores like Mother Dairy stores in New Delhi(one store per 3 kilometers)
      Milk Parlors – fresh milk shakes, sundaes, ice creams, flavored milkin various locations.
      Milk Biscuits, milk cookies.
      Entering in the area of nutrition powder like horlicks, bournvita etc.
      Amul can enter in the area of ready to eat food like maggi etc.
    • Thank You
      JaideepChawla
      AnjanaPanjwani
      Aditya Mahagaonkar
      AneelaBajpai
      SushantShetty
      RohitKhisty
      Ankita Singh