Amul marketing strategy


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Amul marketing strategy

  1. 1. Presented by: B.Naresh AFB-2012/14004 K.Rajkumar AFB-2012/14013
  2. 2. A Brief History •Amul the co-operative registered on 1 December 1946 as a response to the exploitation of marginal milk producers by existing dairy, the Polson dairy. •Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhai patel under the leadership of local farmer leader Tribhuvandas patel. •A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF) •Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world. •Overseas market Mauritius, UAE, USA, Bangladesh, Australia. •Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973– 2006), is credited with the success of Amul. •In June 2013, it was reported that Amul Dairy, had signed a tripartite agreement to start a dairy plant in Waterloo village in upstate New York.
  3. 3. AMUL means “priceless” in Sanskrit. The brand name “Amul”, from the Sanskrit “Amoolya”, was suggested by a quality control expert in Anand.
  4. 4. What is AMUL? • World’s Largest pouched milk brand Largest food brand in India
  5. 5. VISION Amul’s vision is to provide more and more satisfaction to the farmers, their customers,employees and distributer
  6. 6. Mission “we the motivated and dedicated workforce at amul are committed to produce wholesome and safe foods of excellent quality to remain market leader through development of quality management system, state of art technology, innovation and eco-friendly operations to achieve delightment of customers and milk producers.”
  7. 7. STP • • • • • • Segment People who need milk and milk products for day to day use Target Group Lower, Middle and upper middle class families Positioning An Indian brand producing superior quality products
  8. 8. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. High brand equity and top of the mind brand Strong network of over 3 million milk producers World’s largest manufacturer of pouched milk India’s largest food brand, trusted for its quality Number of popular milk products like ice cream, ghee, butter, paneer, dahi, milk, etc. Products available at affordable price Market leader in butter segment Responsible for white revolution in India Successful advertising and marketing campaigns Strong network of Amul retail outlets, stalls and parlours A popular mascot in the Amul girl.
  9. 9. • 1.Low market share in chocolates segment 2.Strong competition from international & domestic players in the ice cream segment means limited market share. • Opportunity • 1.Introduce new products in the chocolate segment 2.To tap the untapped market, increase its reach in rural markets 3.Rise in purchasing power of Indian people
  10. 10. Threats • 1.Strong competition from international players 2.Economic slowdown and inflation
  11. 11. The moppet who put Amul on India's breakfast table When it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to It. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.
  12. 12. Some Creative Ads of AMUL
  13. 13. Amul ads, relating to day-to-day issues. These were popular and earned a Guinness world record for the longest running ad campaign in the world.
  14. 14. Moving consumers to loose milk to packaged milk and gradually move them up the value chain ( tetra pack to beverages ) 1. Product Positioning Strategy •India‟s first Pro –biotic Wellness Icecream & sugar free delights for diabetics. •Amul launches “ Fresh Paneer free from harmful chemicals. •Low priced Amul Icecreams made Kwality Wall „s life hell.
  15. 15. • 3. Effective Segmentation • Wide range of product categories caters to consumers across all market segments. Eg:- Amul Kool is targeted at childeren, teenagers prefer Kool Café as it has a cool imagery associated with it.
  16. 16. 4. Changing the Retail Environment Striking out on its own with AMUL outlets or parlours to deliver consumers total brand experience. 5. Product Repositioning Amul marketed bottled water named “Jaldhara” due to its less potential in the market and launched “ Narmada Neer” 6. Product Overlap • • Amul processed cheese vs. cheese spread Nutramul Energy Drink vs. Amul Kool
  17. 17. 7. Product Design Strategy “Whether to offer standard or customized products.”  Amul has offered a mix of both standard & customized products.  Use of Utterly-Butterly Girl:  Using since 1967.  Entered in the Guinness Book Of World Records for being the longest running campaign ever.
  18. 18. Product Diversification