A brief research on Amul- the taste of India. IT starts with bit introduction on Amul and followed by its various Strategies adopted by Amul. It's STP analysis. And also about its various products and its competitiors and how it is performing

1. AMUL
SUBMITED BY: RUCHITA
JAIN RIYAZ MIRZA
ROCHAK SHARMA

2. TOPICS COVERED
 History
 Brand element
 Marketing strategies
 STP analysis
 Products and brand
 Competitors
 Profit and expansion

3. AMUL DAIRY IN ANAND

4. HISTORY
Gujarat Cooperative Milk Marketing
Federation (GCMMF) is India's largest food
products marketing organization.
The brand name Amul, sourced from the
Sanskrit word Amoolya, means priceless.
Amul (Anand Milk-producers Union
Limited)
It was formed in 1946, as a dairy cooperative
movement in India.

5.  It is connected with 13 district co-operative milk
marketing federation with different brand names like
Sumul, Vasundhara, Uttam, and Madhu, Gopal etc.
 Amul has spurred the White Revolution of India, which
has made India the largest producer of milk and milk
products in the world.
 Dr Verghese Kurien is recognized as the man behind the
success of Amul

6. BRAND ELEMENT
Brand
element
Name
Logo
Tag
line
Jingle
URL
Characte
r/Mascot
Name: Amul
Tag line : The ‘Real’ taste of India
Jingle: Utterly, butterly, Delicious…Amul
Character/Mascot: Sporting girl in Red polka dot frock
URL: www.amul.com

7. MARKETING STRATEGIES
 4 main marketing strategies:
 Quality
 Value for money
 Availability
 Service

8. STP ANALYSIS
• Customer based
• Industry basedSegmentation
• YouthTargeting
• Taste of India
• Offerings for Health conscious and
vibrant India
Positioning

9. PRODUCTS AND BRAND
 Butter
 Cheese
 Milk
 Curd
 Ice-cream
 Ghee
 Chocolates

11. COMPETITORS
Butter Nestle, Gowardhan, Mother India,
Britannia
Ice creams Kwality walls, Vadilal, Baskin Robins
Curd Nestle, Gowardhan, Danone
Ghee Britannia, Gowardhan
Chocolates Cadbury, Nestle

12. ATM(ANY TIME MILK)
 Amul has installed a "Any Time Milk" machine
dispenses a 300-ml pouch of fresh milk for Rs 10, at
Anand's Amul Dairy.
 Amul plans to install six such ATMs in Anand itself.
 According to Rahul Kumar, MD of Amul Dairy, Amul
wants to add a whole range of dairy products, which
could be dispensed through these machines.

13. PROFIT AND EXPANSION
 It expects to hit Rs 17,000-crore turnover
 Federation sources say that it pays dividend to all
shareholders which is calculated as price difference of
milk (difference between procurement and selling)
amounting to nearly Rs 500 crore.
 Amul expanded its distribution footprint to reach 1,200
new geographical markets with addition of 306 new
distributors, 65 new super-stockists and 900 new sub-
stockists.