An in depth study of marketing strategy and success of Amul.

1. AMUL- TASTE OF INDIA

2. INTRODUCTION & HISTORY
• Amul was established in 1946
• Named as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCTS
UNION
• Amul is managed by Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF)
• The Amul brand name means “AMULYA” which means
“Priceless”
• Amul has started the White revolution in India. And made India
a largest producer of milk and milk products
• Dr. Verghese Kurien, the man behind the success of Amul
• the Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF),

3. REASONS FOR SUCCESS
SUCCESS
Strong Supply chain
Product Mix
Strong Distribution
Network
The Brand Value of Amul
Low Cost Strategy

4. AMUL GROWTH RATE
• Amul has reached turnover of 4300 Crore in 2006-07
• And Rs 10000 Crore marked in 2010

5. AMUL-BUSINESS MODEL
Every day Amul collects 7 million liters of milk from 2.6
million formers, converts the milk into branded, packed
products and delivers good to over 500000 retail outlets
across the country

6. SWOT ANALYSIS OF AMUL
Strength
Largest brand in India &
Asia
Largest Pouched Milk
Brand
High Quality, Low Price
Diverse Product Mix
Strong Distribution
Network
Weaknesses
 Strong dependency on
Villages for raw milk
 High complex supply chain
 Partnership with third party
who do not belong to this
sector
 Life of Products are too
Short

7. SWOT CONTINUED
Opportunities
Entered in International
Markets
Diversify product
portfolio like
chocolates , processed
food
Use internet to sell its
products
Threats
Competitors- Hindustan
Lever, Nestle
Competition from MNC
mainly in Butter
product
Ban of export of milk
powder
Growing price of Milk

8. AMUL-BCG MATRIX

9. TARGET CUSTOMER

10. CUSTOMER BASED MARKET
SEGMENTATION
Health
Conscious
Calorie
Conscious
Youth
Women
Kids
Amul Kool, Chocolate,
Milk, Amul cool Milk,
Energy drink
Amul Calci
Utterly Delicious Pizza,
Amul Pizza Cheese,
Amul Lite, Sagar
Skimmed, Amul lite slim,
Trim Milk
Nutramul, Amul shakti
Health Food Drink

11. AMUL COMPETITORS
Products/Brands Competitors
Butter Britannia, Nestle
Cheese Britannia
Baby Food Nestle, Heinz
Ice Creams HUL
Pizza Pizza Hut, Dominos, Nirulas
frozen pizza
Paneer Britannia
Curd Nestle, Mother Dairy

12. AMUL- MARKET POSITION
Category Market Share Market Position
Butter 85% 1
Milk Powder 40% 1
Cheese 50% 1
Ice Cream 24.75% 2
Chocolate 10% 3
Chocolate Drink 90% 1
Sweets 50% 1

13. AMUL- ADVERTISEMENT
STRATEGIES

14. INTELLIGENT MARKETING
 Amul spends a mere 1% of its turnover on promotions
and marketing.
Amul butter Girl is one of the longest run ad campaigns
in the country for 41 years since 1967.
Intelligent marketing of Milk, Ice cream and Butter
milk.
Amul beats Recession, Achieves, A Turnover of Rs 6700
Crores during 2009
Use of Cultural diversification for country wide
promotion of products

16. WHAT MORE CAN AMUL DO ?
To Improve further amul can try out following ideas:
 Introduction of new products like Toned milk,
Condensed milk used for baby food products and for
sweets
Products like Amul basundi, gulab jamoon etc which
are not so popular as other products should be with
drawn from market or can placed in new way
Amul hoardings are a huge success, but it should
also use electronic media for ads

17. WHY AMUL