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  2. 2. Largest Food Brand And BusinessIn India 2
  3. 3. Formed in 1946, is a dairy cooperative movement in India.A brand name managed by Gujarat Co-operative MilkMarketing Federation Ltd. (GCMMF)Jointly owned by 2.6 million milk producers in GujaratSpurred the White Revolution of India, which has made Indiathe largest producer of milk and milk products in the world.Overseas markets - Mauritius, UAE, USA, Bangladesh,Australia, China, Singapore, Hong Kong and a few SouthAfrican countriesFresh plans of flooding the markets of Japan & Sri Lanka.Dr Verghese Kurien, former chairman of the GCMMF-Theman behind the success of Amul.The white revolution has finally created a billion-dollarbrand(2.5 million US $). 3
  4. 4. Product Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese For Cooking Chocolate 4
  5. 5. AMUL Product’s DiversificationDairy Product Non Dairy Product Fresh milk  Veg. Oil Milk drinks and  Instant Food desserts  Snack Bread spreads Cheese products 5
  6. 6. Benefits Of Diversification High Growth Expansion of network Advantage of each underline objectives 6
  7. 7. Business Model Raw Milk Every day Amul collects13 million of milk from 3.18 million farmer (many illiterate), Convert there milk into branded, package products Packaged Condensed Dried and delivery good to Milk over 500,000 retail outlet Ghee Skimmed across the India. Butter Ice cream Milk Cream Beverages Its supply chain one of the Powder most complicated in India 7
  8. 8. AMUL defending its turf Largest milk brand in Asia marketing more than 30 different brands of dairy products like cheese, ice- cream, condensed milk, ready-to-eat pizza, beverages etc. Amul is the market leader in ghee and butter. Amul Kool and Kool Café doing well. Defending against names like Mahananda, Vijay, Milma and other co-operative milk brands. Aggressive moves against FMCG and F&B brands like Britannia, Nestle and Mother Dairy among others.. 8
  9. 9. Defense Strategy Moving consumers from loose milk to packaged milk and gradually move them up the value chain (tetra pack to beverages, all available under the Amul brand) A sound strategy likely to work. Being exposed to a brand, it is natural for a customer to try more products Improving socio-economic condition of the customer anchors the desire to enhance lifestyle 9
  10. 10. Segmentation Wide range of product categories caters to consumers across all market segments. For example, Amul Kool is targeted at children, while teenagers prefer Kool Cafe, as it has a cool imagery associated with it. Segmentation is not as easy in curd and low fat products, due to mixed audiences, various culinary applications , eg. ghee, butter and cheese. ―In India, the most used spread is ghee, then butter, cheese, low fat butter, margarine, cheese spread and mozzarella cheese. 10
  11. 11. Targeting Changing retail environment Striking out on its own, with Amul Outlets or parlours to deliver consumers total brand experience Launched in 2002, there are now 6000 Amul parlours across the country(10000 Cr annual sales) High profile locations: Amul parlours are today present on campuses of Infosys, Wipro, IIM-A, IIT- B, Temples, Metro rail and railway stations in Gujarat. 11
  12. 12. Positioning A mass market player, no premium offerings USP – Quality with affordability Up against niche players – value addition to customers Sheer size and scale of operation New offerings for health conscious and vibrant India – Health and energy drinks Stamina, a health drink made from milk with added vitamin C against Red Bull and Gatorade, milk better than cola. 12
  13. 13. Positioning Aimed at youngsters- Amul Cafe Ice-cream Probiotic and sugar-free variants Chocolates sugar-free brand called Choco-Mini to target the diabetic 13
  14. 14. Promotion Uses a variety of media to communicate Most famous is billboard campaign The endearing polka dressed girl and pun at various issues increased brand’s fan following. Below-the-line activity has grown too — such as the Amul food festival, which has been held for the last four year between October and December in about 50,000 retail outlets. The Chef Of India promo invites hotel chefs to come up with recipes using as many Amul products as possible, and is conducted at city, state and national level. 14
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  20. 20. Intelligent Marketing One of the most conservative FMCG estimative GCMMF spends a mere 1% of its turnover on promotion. GCMMF has written and re-written rules of the game Amul Butter girl is one of the longest run ad campaigns in country for 41years. Campaign using like Amul star voice of India. 21
  21. 21. Competition Brittania Nestle Cadboury Mother Dairy 22
  22. 22. THANK YOU ―RIVERS‖ never Go ―REVERSE‖ So try to Live Like A RIVER, Forgot your PAST and FOCOUS on your FUTURE. 23