Amul is a cooperative dairy brand in India that was started in 1946. [1] It provides livelihood to milk producers while selling high-quality dairy products at reasonable prices. [2] Amul transformed from a small cooperative into a major business by developing a vast cooperative network of milk collection centers and processing plants. [3] It combined both market and social development objectives by benefiting both suppliers and consumers.

1. RURAL MARKETINGBY:---SAURABH DABARCOOPERATIVE REVOLUTION IN INDIA

2. AMULSymbol of many things:-

3. Of high-quality products sold at reasonable prices.

4. Of developing and co-ordinating a vast co-operative network.

5. Of making a strong business proposition out of serving a large number of small and marginal suppliers.

6. Of the triumph of indigenous technology.

7. Of the marketing savvy of a farmers' organisation.TWIN OBJECTIVESAMUL’S BUSINESS STRATEGY

8. How Kurien transformed AMUL from a dream into a major industrial entity …???A network of plants,

9. cooperative societies,

10. research centers,

11. An institute for training future managers in rural management,

12. secondary services like veterinary/artificial insemination expertise/feed factory They combined market and social development why…???It realized that in order to achieve their objectives, it had to benefit a large number of people – both suppliers and consumers. world-class deployment of technological resources and R&D.Better leveraging of scarce resources.

15. SWOT

17. AMUL has adopted the network model in early 1950s

18. FIRST MOVERS ADVANTAGEIndia’s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics.

19. Forward IntegrationAmul launches Chocolate milk under brand name of ‘AmulKool Koko’.

20. Amul Launches “Fresh Paneer” (Free From Any Harmful Chemicals)—Expanding its Cheese Segment.Current market share 65%.

21. Product RepositioningAmul marketed bottled water product named “JALDHARA” but due to less potential in the market it turned out to be blunder.

22. Now Amul is all set to launch bottled water “NARMADA NEER”.PRODUCT ELIMINATION

23. Market Penetration Strategy Amul is set to build up 10,000 `AmulParlours' across the country Amul trying to acquire a shelf in the yet to come Wal-Mart.

24. Market Development Strategy Amul is now shifting its focus from urban to rural markets and smaller towns.Amul is capturing the market of diabetic and health conscious people through sugar free ice-cream, which is a variation of an existing productAmul is also increasing its market base for milk through a new version – the AmulTazaa. Tazaa is the long-life version of milk which has a longer shelf life as compared to normal fresh milk.

25. Product Development Strategy • Amul-Cool (milk based cool drink) and Amul-Kool café • Stamina – the instant energy whey based sport drink has been launched packaged buttermilk is aimed to be another non-carbonated cool drink in the Amul Cool range

26. Diversification StrategyConcentric Diversification Strategyintroducing two pro-biotic Ice cream ranges, AmulSugarfree and Amul ProfileIdentified the working class women as a new segment and has introduced frozen easy to cook stuffed parathas, matarpaneer and paneerpakoras which makes them easy to cook quality tasty food in less time. priced at only Rs 12 for 200ml which will be lower than its competitors whose price ranges around 60 to 75 Rs. Conglomerate Diversification Strategy

27. PRODUCT OVERLAP

28. PRODUCT OVERLAP