Amul

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its about amul's success in india with effective marketing strategies to become largest cooperative.

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Amul

  1. 1. RURAL MARKETING<br />BY:---<br />SAURABH DABAR<br />COOPERATIVE REVOLUTION IN INDIA<br />
  2. 2. AMUL<br /><ul><li>Symbol of many things:-
  3. 3. Of high-quality products sold at reasonable prices.
  4. 4. Of developing and co-ordinating a vast co-operative network.
  5. 5. Of making a strong business proposition out of serving a large number of small and marginal suppliers.
  6. 6. Of the triumph of indigenous technology.
  7. 7. Of the marketing savvy of a farmers' organisation.</li></li></ul><li>TWIN OBJECTIVES<br />AMUL’S BUSINESS STRATEGY<br />
  8. 8. How Kurien transformed AMUL from a dream into a major industrial entity …???<br /><ul><li>A network of plants,
  9. 9. cooperative societies,
  10. 10. research centers,
  11. 11. An institute for training future managers in rural management,
  12. 12. secondary services like veterinary/artificial insemination expertise/feed factory </li></li></ul><li>They combined market and social development why…???<br />It realized that in order to achieve their objectives, it had to benefit a large number of people – both suppliers and consumers. <br />world-class deployment of technological resources and R&D.<br />Better leveraging of scarce resources. <br />
  13. 13.
  14. 14.
  15. 15. SWOT<br />
  16. 16.
  17. 17. AMUL has adopted the network model in early 1950s<br />
  18. 18. FIRST MOVERS ADVANTAGE<br />India’s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics.<br />
  19. 19. Forward Integration<br /><ul><li>Amul launches Chocolate milk under brand name of ‘AmulKool Koko’.
  20. 20. Amul Launches “Fresh Paneer” (Free From Any Harmful Chemicals)</li></ul>—Expanding its Cheese Segment.<br />Current market share 65%.<br />
  21. 21. Product Repositioning<br /><ul><li>Amul marketed bottled water product named “JALDHARA” but due to less potential in the market it turned out to be blunder.
  22. 22. Now Amul is all set to launch bottled water “NARMADA NEER”.</li></ul>PRODUCT ELIMINATION<br />
  23. 23. Market Penetration Strategy <br />Amul is set to build up 10,000 `AmulParlours&apos; across the country <br />Amul trying to acquire a shelf in the yet to come Wal-Mart.<br />
  24. 24. Market Development Strategy <br />Amul is now shifting its focus from urban to rural markets and smaller towns.<br />Amul is capturing the market of diabetic and health conscious people through sugar free ice-cream, which is a variation of an existing product<br />Amul is also increasing its market base for milk through a new version – the AmulTazaa. Tazaa is the long-life version of milk which has a longer shelf life as compared to normal fresh milk. <br />
  25. 25. Product Development Strategy <br />• Amul-Cool (milk based cool drink) and Amul-Kool café <br />• Stamina – the instant energy whey based sport drink has been launched <br />packaged buttermilk is aimed to be another non-carbonated cool drink in the Amul Cool range <br />
  26. 26. Diversification Strategy<br />Concentric Diversification Strategy<br />introducing two pro-biotic <br />Ice cream ranges, AmulSugarfree and Amul Profile<br /><ul><li>Identified the working class women as a new segment and has introduced frozen easy to cook stuffed parathas, matarpaneer and paneerpakoras which makes them easy to cook quality tasty food in less time. </li></li></ul><li>priced at only Rs 12 for 200ml which will be lower than its competitors whose price ranges around 60 to 75 Rs. <br />Conglomerate Diversification Strategy<br />
  27. 27. PRODUCT OVERLAP<br />
  28. 28. PRODUCT OVERLAP<br />
  29. 29. Newer products with newer technologies <br />Order the food through the internet <br />Horizontal Diversification Strategy<br />
  30. 30. AMUL’s Best Practices<br />Umbrella Brand Strategy<br />The GCMMF skillfully avoids inter-union conflicts through this strategy by giving every union and sub-brand the opportunity to contribute in the developing products. <br />Amul is the common brand for most of the product categories<br />
  31. 31. Improvement Programs<br />Employees of the GCMMF meet every Friday between 10 to 11 am to discuss quality issues at a depot.<br />Every meeting has a Purpose, Agenda and Limit (PAL).<br />
  32. 32. Constant Innovation<br />cooperative ensures that the sequence and product mix of high value brands is consistent with Amul’s philosophy of low pricing and affordability.<br />
  33. 33. Coordination<br />GCMMF ensures the distribution of final products by coordinating with retailers and dealers <br />unions take care of the supply side of things such as monitoring milk collection, supplying animal feed, educational activities; all ensuring that the product reaches the consumer in time.<br />
  34. 34. Enterprise- wise Integrated Application System (EIAS).<br />Automatic Milk Collection System units (AMCUS)<br />VSATs for seamless exchange of information.<br />using Geographic Information Systems (GIS) for business planning<br />Opted for the .coop domain to position its brand in a distinct way<br />FIRST MOVERS ADVANTAGE<br />
  35. 35. Amul is a great brand. It has not only been a great dairy products brand but it has also been a source of income and livelihood to many people in the state of Gujrat in India... this is something which other brands fail to do. They build their own brands with all strategies and plans but fail to do much for the community. One of the many, many reasons why Amul is a great brand.<br />I say it gently... and it releases an adrenaline rush... Its name.. sacred and sanctified... its taste... beyond every sense... its Indian-ness... a martyr anyday I know... my Lovemark. Its wit.. its knowledge of my country... its love for all I love... I salute my Lovemark... my Amul!<br />
  36. 36. THANKYOU…<br />

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