Primary Research on Amul Milk

1. Submitted by:
Anirudh Bansal (16DM027)
Dhenuka M Sharma (16DM066)

2. *Based in : Anand ,Gujarat, India
*Since 1946
*Managed by : The Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF)
*Almameter: Mr Verghese Kurien
*Birth of Amul:
*It all began when milk became a symbol
of protest
*White Revolution

3. *Amul PRO
* Ice-cream
*Basundi
*Kool Koko
*Butter
*Masti Buttermilk
*Buttermilk
* Milk
*Cheese
* Milk Powder
*Chocolate
*Mithai Mate
*Cream
*Paneer
*Curd
* Shrikhand
*Gulab Jamun
*Stamina Energy Drink

4. *Amul has grown from a turnover of Rs 8,000
crore to 23,000 crore in 6 years.
*Target : Rs 30,000 crore by 2017-18 (25%
growth in 2 years)
*Value Growth : 11%
*Volume Growth : 13 to 14%
*Plants in : Haryana, Uttar Pradesh, Madhya
Pradesh , Maharashtra, West Bengal ,
Rajasthan

5. *Low cost price strategy
*USP : Quality with affordability
*Type of Segments:
*Geographical
*Demographic
*Psychographic
*Behavioural

6. *Oligopolistic Market Structure
*Income groups :Low to medium &
Higher medium economy class
*Targets wide age range from 5-75
year olds
*An Indian brand producing superior
quality products

7. Positioning has derived from the object
attributes, competition, application, the
types of consumers involved, or the
characteristics of the product class..
*Attribute based positioning
*User based positioning
*Positioning based on product class

8. • Product
quality and
packaging is
extremely
important.
• Tracks
consumer’s
needs and
their
changing
lifestyles.
PRODUCT
• The USP of
AMUL is its
affordable
pricing
schemes.
• Backward
integration
strategy to
have cost
reduction.
PRICE
• Amul is proud
of India’s
largest cold
chain network.
• Amul sells
products like
Pizzas even in
rural markets.
PLACE
• The famous
Amul girl
takes care of
promotion
strategies.
• All the
products are
sold under
one umbrella
brand name.
PROMOTION

9. Competitive
Rivalry
(High)
Threat of
New Entry
(High-
moderate)
Buyer’s
Power
(High)
Threat Of
Substitution
(Moderate -
High)
Supplier’s
Power
(Negligible)

10. Strengths: High brand equity , Strong network , largest
manufacturer of pouched milk , Available at affordable price ,
Successful advertising & marketing campaigns , Strong retail
outlets network, mascot in the Amul girl, Strong Distribution
Network, Product Portfolio, Strong supply chain
Weaknesses: Cost of Operations, dependent on
village suppliers ,short self life products
Opportunities: International market, Goat’s Milk,
Diversify its products , online selling
Threats: Stiff competition, Growing price ,Ban on export of
milk powder, cattle still lower than other dairy countries

11. Process involved:
*Need recognition
*Information search
*Evaluation
*Purchase Decision
*Post Purchase Evaluation

13. To launch a new product, which is “Goat milk”
*highly remedial in curing Dengue disease
*Goat milk industry is growing by 15% every year
*Business opportunity in this season
*Through regression analysis 110713 cases are
expected
*Expected revenue : excess of 6.6 crore
*Potential location :bordering areas Delhi NCR
(UP and MP) (making it financially viable to
supply in different area of NCR)

14. *Suggestions for
improving their
sales

16. Amul meant different things to different people :
To a Milk Producer … A life enriching experience
To a Consumer … Assurance of having wholesome milk
To a Mother … A reliable source of nourishment for her child
To the Country … Rural Development and Self Reliance
THANK YOU !!