Brief Introduction• Kaira District Cooperative Milk Producers’ Union Limited - Anand Milk Union Limited• Formed in 1945, co-operative movement in India.• Managed by Gujarat Co-operative Milk Marketing Federation(GCMMF).• Started with 250 lit/day to present 8.4 million lit/day• 2.79 million milk producer in Gujarat.• US $ 1504 million turnover institution• Largest milk handling capacity in Asia• Largest cold chain network• Overseas market Mauritius, UAE, USA, Bangladesh, Australia,etc.• Dr. Verghese Kurien- Father of white revolution
ProductAMUL BUTTER : ‘UTTERLY BUTTERLY DELICIOUS’ Launched by AMUL in 1945.market leader during the last 4 decades with 86% market shareIngredients:Butter, Common Salt, permitted natural color- Annatto Composition:Milk Fat 80%Moisture 16%Salt 2.5%Curd 0.8% Calorific Value:720 kcal./100g Special Features: Made from fresh cream by modern continuous butter making machines. Marketed in India since 4 decades. Product Specification:Meets AGMARK standard and BIS specifications No.IS:13690:1992Product Packaging:first company to launch Butter in an International pack“single serving” “low priced” and “convenient application and disposal”
ProductMeets AGMARK standards and BIS specificationsAmul lite butterLow fat butter
Price• Penetration pricing• value pricing• 100gm – Rs.23• Competitor: Mother Diary, Nestle, Britannia• Low-cost price strategy core philosophy of providing butter at a basic, affordable price to appeal the common masses
PLACE: A Global Distributor• GCMMF is Indias largest exporter of Dairy Products• APEDA Award• Excellence in Dairy Product Exports for the last 9 years
Channel• Online (Internet):• Amul cyber store• Icecrem cyber store• Direct retailing through "Amul Utterly Delicious" parlours :• Major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad• and Surat.• Retailers:• Currently online are Chennai and Calcutta• Chennai, Kolkata, Nasik, Jalgaon, Aurangabad, Delhi, Raipur, Jodhpur,• Udaipur, Pune, Siliguri / Durg, Kota.• Wholesalers:• Producer Co-operatives: This type of distribution organization is formed• by agricultural producers for selling their produce in the local market.• Network of over 3,500 distributors
Coverage• India:• Covering 13,000 villages benefiting 2.7 million farmers• Collection 447,000 liters of milk/day from 2.12 million farmers .• Delivery of goods to over 500,000 retail outlets across the• country• Members: 13 district cooperative milk producers Union• No. of Producer Members: 2.7 million• No. of Village Societies: 13,141• International Markets:• Available in over 40 countries.
Location• The major markets are the US, West Indies, countries in Africa, the Gulf region,• Singapore, the Philippines, Thailand, Japan and China.• Some Amul Parlours in the country run by the company or its wholesale• dealers:• Delhi Metro Rail Corporation• The Somnath Temple• National Institute of Design• Infosys Technologies in Bangalore, Mysore & Pune• Wipro campus in Bangalore• L.J. College, Ahmedabad• Ahmedabad Airport• Surat Municipal Corporation• Delhi Police
Promotion• ADVERTISING• fresh and innovative".• The clean, emotion-based ads.• Amul ads -creative, apt for the current situation.• The Amul ads are one of the longest running ads based on same theme• vying for the Guinness records• 1% of its turnover on promotions.
Promotion Continued…..• Outdoor Media : Hoarding/Billboards• Broadcast Media : Television• Print Media : Newspaper,General interest Magazine• Internet : Independent Websites,Portals.• Social Networking Sites : eg Orkut• Promotion by events.