1. Submitted By:-
Rakesh Chandra
joshi
FPG1517/035

2. Largest Food Brand And Business In India

3. INTRODUCTION OF THE COMPANY
• Established: 1946
• Headquarters: Anand, Gujarat, India
• Type: Cooperative
• Industry: Dairy/FMCG
• Founder: Dr. Verghese Kurien
• Parent Co: Gujarat Co-operative Milk Marketing Federation
(GCMMF)
• Employees: 750 employees of Marketing Arm. However, real pool
consist of 3.6 million milk producer members.
• Official Website: www.amul.com

4. PRODUCT LINE
• Amul Butter
• Amul Cheese
• Amul Ghee
• Amul Ice creams
• Amul Yoghurt
• Amul Kool, Lassi
• Amul Milk (Taaza, Gold, Moti)
• Amul Cream etc.

5. COMPETITORS
• Nestle
● Cadbury
• Mother Dairy
● Cream Bell
• Regional Competitors like Verka in Punjab, Saras in Rajasthan etc.

6. About the Project
• Two new products launched: Amul Milk Creamer
Amul Lactose Free Milk
• Create awareness about the products and take order.

7. Amul Liquid Creamer
• Amul Liquid Creamer is creamy milk with 25% total solids (9% fat
and 16% SNF).
• UHT treated Amul Liquid Dairy Creamer has a shelf life of 180
days.
• Alternative to milk powder
• Only competitor is D’electa by Nestle

8. Target Consumers
• Airlines
• Star Hotels like Taj, Radisson
• Other Hotels: Which provide in-room facility to prepare tea and
coffee.
 Premium Trains: Rajdhani & Shatabdi
 Offices: Any office that has a source of hot water such as an electric
kettle for preparing tea/coffee can be a target for Amul Liquid Dairy
Creamer

9. Marketing Mix
Product:
•Goodness of real milk
•Thick and Creamy Texture
•180 days shelf life
•Attractive/Affordable
Price
Price:
•Decent M.R.P of Rs 2.25
Place:
•Direct Distribution
through WDs to airlines,
railways, hotels, offices.
•MFS (Modern Format
Stores): Visibility to
generate trials
Promotion:
•Promotion on Online
Groceries
•Display at MFS’s
•Sampling at Hotels,
offices

10. Amul Lactose Free Milk

11. Amul Lactose Free Milk
• A new kind of product in its category.
• Particularly launched for Lactose Intolerant people.
• Natural sugar Lactose present in milk is already broken into
galactose and glucose.
• No competitor in India. First of its kind in the country.

12. Target Consumers
• People who have been suffering from indigestion after consuming milk are
the prime target consumer.

13. Marketing Mix
Product:
•Lactose Intolerant person
can get milk nourishment
•Storage in ambient
condition – no
refrigeration required
•No need to boil
•120 days shelf life
Price:
• Value for money
• A decent price of Rs 25
for 250 ml pack
Place:
•Modern Format Stores
•Chemist Shops
Promotion:
•Promotion on Online
Groceries
•Display at MFS’s
•Sampling at local shops,
wholesalers

14. RESEARCH METHOLOGY
• Store to Store promotion
• Visits to various targeted places
• Sampling was done to get feedback
• Feedback was taken from the dealers and hotel manager and order was
taken if they were interested.

15. Critical Analysis 1. Threat of New
Entrants:
•Amul faces less threat to
these products
Competitive Rivalry:
•Amul Milk Creamer has
only single rival which is
D’lecta by Nestle.
•Lactose Free Milk has no
rival because it is first of
its kind product in India.
Bargaining Power of
Suppliers:
•Low as suppliers have not
put faith in these two
products
•awareness in the customer
and supplier about the
products is negligible.
Bargaining Power of
Customers:
•High as rivals are present
and people have a lot of
choices
Threat of
Substitutes:
•High as substitutes are
available
•Threat of cannibalization Michael Porter Five
Forces Model

16. SWOT ANALYSIS
Strength:
• Amul Lactose free milk
enjoys first mover
advantage.
• Creamer is a better
replacement to milk
powder.
• Strong shelf life
Weakness:
• Strong hold of milk
powder.
• Target consumers
reluctant to put faith in
a new product.
• Lack of awareness
about Lactose Free Milk
Opportunities:
• Less competition.
• Opportunity to seize
maximum market share
due to the first mover
advantage they hold.
Threats:
• Low Price of milk
powders.
• Consumer preferences
towards juices.
• Presence of beverages
like Amul Lassi, Amul
Kool itself pose threat
to Lactose Free Milk.

17. FINDINGS
• Most of the complaints that they are not satisfied with the
company’s margin as the margin is very low compared with
the competitor’s product.
• Amul Lactose Free milk is not able to prove a successful
product because of the lack of knowledge of its health
benefits among the dealers as well as customers.
• There is delay in lead time.
• The retailers are not happy with the damage product
treatment given by then company. The retailers wish for the
replacement of the damaged products which the company
refuses to give.

18. SUGGESTIONS AND RECOMMENDATIONS:
• Amul Lactose Free milk should be placed in the category of
regular milk carton of 1 liter rather than 250 ml packs.
• Provide reasonable Margin to retailers as compared to
competitors.
• Company should improve the supply chain management.
• Amul should pay an equal attention to the hotel sectors as
well since the hoteliers have complaint of demand supply gap.
• Amul should pay an equal attention to the hotel sectors as
well since the hoteliers have complaint of demand supply gap.
• Amul Milk Creamer needs to keep its pricing at par with milk
powder initially to establish a customer base.