3. INTRODUCTION
AMUL is an Indian dairy cooperative .
INDUSTRY : Dairy /Fast –Moving Consumer Good (FMCG)
FOUNDED : 1946 ( By –Tribhuvandas Patel )
HEADQUARTERS : Anand ,Gujarat ,India
PARENT : Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF)
CHAIRMAN : Ramsinh Parmar, Kaira District Co-operative
Milk producers Union Limited.
WEBSITE : www.amul.com
BRAND NAME : “AMUL” is acronym of Anand Milk Federation
Union Limited .
LOGO :
SLOGAN : “ The Taste of India”
4. OVERVIEW
Year of Establishment : 1973
Members : 18 District Cooperative milk
Producers’ Unions
No. of Producer Members : 3.6 million
No. of village societies : 18,549
Revenue : ₹ 386 billion (FY 2020)
Total milk handling capacity : 30 millions per day
Milk collection : 17.65 million liters per day
Divisions : Banas Dairy ,Dudhsagar Dairy
5. SWOT ANALYSIS OF AMUL
Strength –
1. Strong brand image
2. Loyal customer base
3. Strong product portfolio
4. Strong supply and Distribution Network
Weakness –
1. Low popularity of chocolates ,ice-creams , Paneer etc.
2. Increasing cost of operations
6. Opportunities-
1. Potential of product line extension .
2. Potential to expand in small towns and other geographies .
3. Potential to increase awareness for other product
categories .
Threats –
1. Increased competition from local and global players in
different product categories .
7. COMPETITORS OF AMUL
Ice creams : HUL
Chocolates : Cadbury ,Nestle
Pizza : Pizza Hut ,Dominos,Nirulas Frozen Pizza
Curd : Nestle ,Mother Dairy
Ultra high Treated milk : Britannia , Nestle
Sweet condensed milk : Nestle
Paneer : Britannia
Milk Additives : Cadbury ,Smithkline Beecham
Flavored milk : Britannia , Nestle
8. MARKETING MIX OF AMUL
Product –
1. Best Ingredients
2. No differentiation in Quality Standards of consumer &
Catering /Institutional Packs
3. Prolife & Sugar free Probiotic
4. Made from Fresh Milk
Price –
1. Penetration Pricing
2. Value Pricing
3. Low-cost price strategy core philosophy of providing
ice cream at a basic ,affordable price to appeal the
common masses .
9. Place –
1. GCMMF is India’s largest exporter of Dairy products .
2. APEDA Award .
3. Excellence in Dairy product Exports for the last 9 Years .
Promotion-
1. ADVERTISING
2. Fresh and Innovative .
3. The clean ,emotion-based ads..
4. Vying for the Guinness records
5. 1% of its turnover on promotions .