for stp of amul

2. • FORMED IN 1946, IS A DAIRY COOPERATIVE MOVEMENT IN INDIA.
• A BRAND NAME MANAGED BY GUJARAT CO-OPERATIVE MILK
MARKETING FEDERATION LTD. (GCMMF)
• SPURRED THE WHITE REVOLUTION OF INDIA, WHICH HAS MADE INDIA
THE LARGEST PRODUCER OF MILK AND MILK PRODUCTS IN THE
WORLD. HAS FINALLY CREATED A BILLION-DOLLAR BRAND.
• OVERSEAS MARKETS - MAURITIUS, UAE, USA, BANGLADESH,
AUSTRALIA, CHINA, SINGAPORE, HONG KONG AND A FEW SOUTH
AFRICAN COUNTRIES
• DR VERGHESE KURIEN, FORMER CHAIRMAN OF THE GCMMF -THE
MAN BEHIND THE SUCCESS OF AMUL.
INTRODUCTION

3. Raw
Milk
Condensed
Ghee
Butter
Cream
Packaged
Milk
Ice cream
Beverages
Dried
Skimmed
Milk
Powder
BUSINESS PROCESS
TIER-1: VILLAGE LEVEL CO-OPERATIVE
SOCIETY
TIER-2 : “UNION” – PROCESSING ,
PRODUCT,MANUFACTURING
TIER-3 : GCMMF- MARKETING STRATEGY

4. SEGMENTATION
SEGMENTATION IS ACCORDING TO
• NEED, UTILITY, LIFESTYLE, INCOME, TASTE
In India: GHEEBUTTER CHEESE LOW FAT
BUTTER MARGARINE  CHEESE SPREAD
MOZZARELLA CHEESE
AMUL BUTTER

5. • Changing retail environment
• Young & Children
• NRI
• Hygiene conscious people
• Diabetes Customer
• High Profile Locations: Infosys, Wipro, IIM,etc.
TARGET MARKET

6. • A MASS MARKET PLAYER, NO PREMIUM OFFERINGS
• USP – QUALITY WITH AFFORDABILITY
• UP AGAINST NICHE PLAYERS – VALUE ADDITION TO
CUSTOMERS
• NEW OFFERINGS FOR HEALTH CONSCIOUS AND
VIBRANT INDIA –
• HEALTH AND ENERGY DRINKS : SUBSTITUTE FOR
COLAS
AMUL COOL,CHAAS,AMUL KOOL CAFE A HEALTH
DRINK MADE FROM MILK
• ICE-CREAM
PROBIOTIC AND SUGAR-FREE VARIANTS
CHOCOLATES
SUGAR-FREE BRAND CALLED CHOCO-MINI TO
TARGET THE DIABETIC
POSITIONING
• TASTE OF INDIA

7. PROMOTION
• SUCCESSFULLYADVERTISED PRODUCTS WITHOUT USING ANY BIG BRAND
AMBASSADOR
• ADVERTING HAS CENTERED ON BUILDING A COMMON IDENTITY – HAPPY
HEALTHY CARTOON POLKA DRESSED GIRL
• USED JINGLE THAT REMAIN ON THE MINDS OF PEOPLE, EVOKING NATONAL
EMOTION- TASTE OF INDIA
• USES A VARIETY OF MEDIA TO COMMUNICATE
• BILLBOARD CAMPAIGN AT SAME LOCATION- DADAR TT
• AMUL FOOD FESTIVAL
• ADVIERISEMENT AT VARIOUS ISSUES INCREASED FAN FOLLOWING

15. AMUL AS BRAND
 ONE OF THE TOP TEN BRAND IN INDIA
 IMPACT WHEN IT CHANGE FROM SAGAR
 CONTROVERCY WITH AMUL MACHO
 BENEFIT WHILE LAUNCHING NEW PRODUCT

16. AMUL AS BRAND
• BRAND RECOGNITION
AMUL IS KNOWN IN WORDWIDE ONE
OF THE TOP TEN BRAND IN INDIA
• BRAND LOYALTY
EG. CURRENT MARKET SLACK MADE
CONSUMER TO WAIT FOR AMUL PRODUCTS
• BRAND PENETRATION
NOT ONLY BUTTER IT’S AMUL BUTTER
• BRAND RECALL
TOP BRAND FOR DAIRY PRODUCTS

17. AMUL’S
COMPETITORS
MILK
MAHANAND
MOTHER DAIRY
WARNA
BUTTER
&CHEESE
BRITANIA
NESTLE
CHOCOLATE
CADBURY
NESTLE
ICE CRÈAM
QUALITY WALLS
WADILAL
PESTONJI
CURD & GHEE
WARNA
NESTLE
GOWARDHAN
AMUL’S MAJOR COMPETITORS

18. COMPETATIVE STRATEGY
FOR MILK :- AMUL ALWAYS ON R&D ,THEY INTRODUCED TETRA PACK
AVAILABLE IN MARKET, NOW INTRO OF FLAVOURED MILK
BUTTER &:- SEGMENTED MARKET & INTRO OF PRODUCT LIKE SALTED
CHEESE BUTTER & LITE AS PER CONSUMER
CHOCOLETE:- TRY TO BE DIFFERENT THAN CAD & NESTLE
CURD & :- CAME WITH ATTRACTIVE PRICE WITH MORE EXPIRY PERIOD
GHEE
ICE CREAM :- GIVEN ATRACTIVE LOOK, AND MORE VARIETY AT
AFFORDABLE PRICE
FOOT ON EVERY SEGMENT OF MILK
PRODUCTION

19. MARKETING
 DEVELOPING MARKETS FOR ITS PRODUCT WITH PROPER
RESEARCH
 CONSUMER CENTRIC STRATEGY FOLLOWED
 EASY AVAILABILITY AT MARKET ,
 TRY TO GET B TO C BUSINESS BY USING MEANS LIKE INTERNET
 MAINTAINING A HEALTHY LEVEL OF CUSTOMER BASE FOR ITS
BASE PRODUCTS (LOW VALUE SEGMENT).
 CHANGE PRODUCT ACCORDING TO CONSUMERS
 INTELLIGENT MARKETING OF MILK, ICECREAM AND BUTTER
MILK.

20. STRATEGY WHILE NEW
PRODUCT LAUNCH
POST LAUNCH SURVEY
SURVEY AT THE TIME OF
LAUNCH
PRE LAUNCH SURVEY
ALTERATION,
CHANGES,
REVIESED
STRATEGY

21. STAMINA TO AMUL KOOL
STAMINA
A ENERGY
DRINK
AMUL KOOL
BETTER
SEGMENTATIO
N
VARIETY
POSITIONE
D AS COLD
DRINK
INNITIALY FAILED
GREAT SUCCESES
CHANGED TO

22. AMUL PREFFERD OUTLETS
APO
•AMUL’S OWN OUTLETS AT EVERY 1 KM
APO
PROTECTION
TO
RETAILERS
REDUCES
GAP
CONSUMER
S
AVAILABILITY CONTROL
ADVERTISIN
G
BETTER
MARKET
UNDERSTANDIN
G

23. WHY AMUL IS LEADER
• IT’S STRONG BRAND NAME
• HIGH LEVEL OF LOGISTICS
• BETTER DISTRIBUTION CHANAL
• COLD STORAGE FACILITY AT
DISTRIBUTER LEVEL
• PRODUCT AVAILABILITY IN MARKET
• BETTER INFRASTRUCTURE
• STRONG RELATIONSHIP WITH FARMERS
• CONTINIOUS R&D
• HEALTHY RELATIONSHIP WITH COSTOMERS

24. TOP 5 PREFFERD PRODUCT
FOR AMUL
1. AMUL MILK
2. AMUL GHEE
3. AMUL BUTTER
4. AMUL CHEESE
5. AMUL KOOL

25. EXPANSION TO FOREIGN
SHORES
• SIGNED AN AGREEMENT WITH WAL-MART TO STOCK ITS
SHELVES WITH PRODUCTS UNDER ITS AMUL BRAND
NAME.
• INTRODUCED LOW FAT VERSION FOR FOREGN
CONSUMERS
• INTRODUCED GREAT VARIETY TO CONSUMERS AS PER
THEIR TEST
• TARGETED NRI COMMUNITY IN US WITH
UNDERSTANDING THEIR LIFE –STYLE, LIKE READY
PACKING WITH PRODUCT LIKE MITHAI

26. A COMPANY INTENDS.....
 TO DELIGHT CUSTOMERS
 TO SATISFY STAKEHOLDERS
 TO GET MUTUAL BENEFITS
 TO SUSTAIN GROWTH
 TO BE GLOBAL LEADER
 TO GIVE WHEEL TO FARMERS

27. THANK YOU