The document summarizes a marketing project presented by Chaitali P. Dhopatkar for Amul's new low-calorie butter product called "Amul pichku". It acknowledges those who helped with the project and provides background on Amul's history. It then discusses segmentation, targeting, positioning and the SWOT analysis for Amul pichku. Product details, pricing, promotion, distribution channels and sales forecasts are also summarized. The presentation concludes by thanking the audience.

1. Project presented by
marketing head
Chaitali .P.Dhopatkar

2. 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.

3. 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( ), 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.

4. Amul pichku
pepper
Chilly flakes
choclate

5. S- SEGMENTATION
T-TARGETING
P-POSITIONING

6. SEGMENTATION
GEOGRAPHIC
CITY SIZE
India and
other
countries
Metro
cities
and
towns
REGION
DEMOGRAPHIC
AGE INCOME
Everyone
As per
packaging

7. SEGMENTATION
PSYCHOLOGICAL
LIFESTYLE
All types
OF
attitudes
Every
personal
ity can
have it
ATTITUDES CULTURE CLASS
All types
of
culture
From
lower
class to
upper
class
SOCIOCULTURAL

8. Target Audience
AMUL
pichku
Working
class
Youth
Health
conscious
Kids

9. SWOT Analysis
Strength
1. Creative advertising with Amul Baby
print ads
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
Opportunity
1. Smaller packages for instant
consumption
2.No frills packaging for rural customers
at lower cost
3. Tie-ups with corporates, hotels, resort
chains etc
Threats
1. Local butter manufacturers
2.Low Fat Low cholesterol butters like
Nutalite
3. 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

10. 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.

11. PRICING
• 50 gm = Rs 15
• 100 gm = Rs 35
• 200 gm = Rs 60
• 500 gm = Rs 105

12. PROMOTION
Schools, 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

13. 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.

14. DISTRIBUTION CHANNEL
GUJRAT
M
A
N
F
A
C
T
U
R
E
R
AMUL
D
I
S
T
R
I
B
U
T
O
R
S
W
H
O
L
E
S
A
L
E
R
S
R
E
T
A
L
E
R
S
FINALLY
C
O
N
S
S
U
M
E
R
S

15. ?
(amul pichku)
Stars
(amul butter)
Cash cows Dogs
BCG’S Model Of AMUL

16. MARKET SURVEY
WOULD YOU PREFER LOW CALORIE BUTTER
YES
NO

17. WOULD YOU PREFER FLAVOUR BUTTER
YES
NO
MAY BE

18. 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

19. SWOT Analysis cont
Opportunity
1. Smaller packages for instant consumption
2.No frills packaging for rural customers at lower cost
3. Tie-ups with hotels, resort chains,catering services, local butter
manufacturers.
Threats
1.Specially low Fat Low cholesterol butters like Nutralite
2. Reduction in consumption by health conscious people
3.Amuls original butter packaging

20. 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.

21. PLANNING

23. THANK YOU FOR
BEING
WONDERFUL
AUDIENCE