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Marketing - Business Model Of Amul


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Business Model of Amul

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Marketing - Business Model Of Amul

  1. 1. BUSINESS MODEL OF AMUL<br />Anand milk union limited<br />
  2. 2. Introduction<br />The “Bottom of the Pyramid” Structure.<br /> Founded by Dr. VergheseKurien : Father of white revolution in India<br /> Successful “value for money” strategy.<br /> A successful cooperative society that always take care of the farmers and loyal customers.<br />
  3. 3. Supply-demand linkages<br />
  4. 4. What business are you in? your core offering?<br />Taste of India<br />Anything and everything to do with milk products<br />May it be milk, butter, cheese, ice cream, chocolates<br />Healthy milk products at affordable prices<br />
  5. 5. Who is your competition?<br />Other milk product manufacturers like Nandini in the south, Aarey in West, Mother Dairy in North, etc.<br />Local Unorganized Milk suppliers(around 44% market share).<br />“Energy” drinks, juices and colas<br />Nestle, Britannia<br />Home made products like butter/ ghee/ lassi etc.<br />
  6. 6. Look across the conventional chain of buyers<br />Customer: Housewife<br />Consumer: All members of the family<br />Customer: Restaurants<br />Consumer: Customers coming to the restaurants<br /><ul><li>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.</li></li></ul><li>look for piggy-backing across the supply chain<br />
  7. 7. what happens before & after the point of transaction with your consumer?<br />Conveying messages on the cartons/ packs.<br />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.) <br />
  8. 8. What else does your existing consumer base need?<br />Opening up independent retailers/stores like Mother Dairy stores in New Delhi(one store per 3 kilometers)<br />Milk Parlors – fresh milk shakes, sundaes, ice creams, flavored milkin various locations.<br />Milk Biscuits, milk cookies.<br />Entering in the area of nutrition powder like horlicks, bournvita etc.<br />Amul can enter in the area of ready to eat food like maggi etc.<br />
  9. 9. Thank You<br />JaideepChawla<br />AnjanaPanjwani<br />Aditya Mahagaonkar<br />AneelaBajpai<br />SushantShetty<br />RohitKhisty<br />Ankita Singh<br />