The document provides an overview of Amul, a leading dairy cooperative in India, detailing its operational model, marketing strategies, and product range. It highlights Amul's innovative approach to marketing and its emphasis on affordability and quality to cater to various consumer segments. Additionally, it discusses Amul's expansion efforts in international markets, particularly in the U.S., and suggests areas for future growth, such as new product development and increased rural advertising.

1. INDIA IN GLOBAL BUSINESS
OPERATIONS
VENKATESH DAMODHARAN
I-YEAR MBA
SRI KRISHNA COLLEGE OF ENGINEERING AND
TECHNOLOGY

2. SELECTED COMPANY

3. ABOUT THE COMPANY
 TYPE : CO-OPERATIVE
 INDUSTRY : DAIRY/FMCG
 CURRENT CHAIMAN : JETHABHAI PATEL
 REVENUE : US$3.4 billion (2014–15)
 NO.OF.EMPLOYEES : 3.6 MILLION(2015)
 TAGLINE : ”THE TASTE OF INDIA”
SLOGAN : “UTTERLY BUTTERLY
DELICIOUS”

4. OPERATIONS OF AMUL
 Follows “THREE TIRE COOPERATIVE
STRUCTURE”
 Also called as “AMUL MODEL” or “AMUL
PATTERN” of diary cooperatives.

5. AMUL MODEL
Milk collection is done at the village dairy
society (VDC)
Milk procurement and processing at the
District Milk Union
Milk products marketing at the state milk
federation.

6. COLLECTION OF MILK BY VDC
 Collection of surplus milk from the producers of
the village and payment based on quality and
quantity
 Providing support services to the members like
veterinary first aid, artificial insemination
services, cattle-feed sales, mineral mixture sales,
fodder and fodder seed sales, conducting training
on animal husbandry and dairying
 Selling liquid milk for local consumers of the
village
 Supplying milk to the District Milk Union.

7. PROCUREMENT AND PROCESSING
 Milk procurement and processing is done by the DISTRICT
MILK UNION
 The procured milk is processed at various plants at
Cattle Feed Plant Kanjari
Khatraj Dairy
Kheda Dairy
Kolkatta Dairy
Pune Dairy
Punjab Dairy
Sikkim Dairy
Virar Dairy
USA Dairy

8. MARKETING BY STATE MILK FEDERATION
 Marketing of milk and milk products processed/manufactured by
Milk Unions
 Establish a distribution network for marketing of milk and milk
products
 Arranging transportation of milk and milk products from the Milk
Unions to the market
 Creating and maintaining a brand for marketing of milk & milk
products
 Decide on the prices of milk and milk products to be paid to Milk
Unions
 Decide on the products to be manufactured at Milk Unions and
capacity required for the same
 Arranging finance for the Milk Unions and providing them technical
know-how.

9. MARKETING OF AMUL
Continuously introducing the
INNOVATIVE products that meet the
aspirational needs of the consumers
Today available in over 40 countries.

10. S.T.P
 SEGMENT : PEOPLE WHO NEED MILK
AND MILK PRODUCTS FOR
DAY TO DAY USE
 TARGET GROUP : LOWER, MIDDLE & UPPER
MIDDLE CLASS FAMILIES
 POSITIONING : AN INDIAN BRAND
PRODUCING SUPERIOR
QUALITY PRODUCTS

11. LARGEST FOOD BRAND AND BUSINESS IN INDIA

12. THE MARKETING MIX
Product
• Dairy Products
• Cooking Products
Price
• Low Pricing
Strategy
Place
• Rural & Urban Market
• International Market
Promotion
• Advertisements

13. Health Conscious
Kids Women
Youth Calorie Conscious
13

14. Kids
I. Amul Kool
II. Chocolate Milk
III.Nutramul Energy Drink
IV. Amul Kool
V. Millk Shaake
14

15. Womens
Amul Calci
15

16. Youth
I. UtterlyDelicious
Pizza
II. Amul Emmental
Cheese
III.Amul Cheese
Spreads
16

17. Health Conscious
I. Nutramul
II.Amul Shakti Health
Food Drink
17

18. Calorie Conscious
I.Amul Lite
II.Sagar Skimmed
Milk Powder
III.Amul Lite Slim
and Trim Milk
18

19. SUCCESSFUL PRODUCT STRATEGY
1. Product Positioning Strategy-
 Low price Amul Ice - Creams made Kwality walls
life hell.
 Chocolate milk was launched ‘Amul Kool koko’
2. Product Re-Positioning Strategy-
 Jaldhara – Narmada Neer

20. 3. Product Overlap Strategy –
 Amul Processed Cheese Vs Cheese Spread
 Nutramul Energy Drink Vs Amul Kool
4. Product Design Strategy –
 Use of Utterly – Butterly Girl since 1967
5. Product Elimination –
 Eliminated Jaldhara – bottled water
SUCCESSFUL PRODUCT STRATEGY

21. 6. Diversification Strategy –
 Dairy Products
Eg: Fresh Milk, Milk Drinks & Desserts, Bread Spreads,
Cheese Products
 Non Dairy Products
Eg: Vegetable Oils , Snacks, Instant Food
SUCCESSFUL PRODUCT STRATEGY

22.  Given this wide product portfolio, Amul’s approach is
to promote its brands in a rotational cycle of two to
three years.
 After ice-creams were launched in 1996, the category
was re-visited in 1999, in order to improve availability
of the product and make it affordable.
 The focus shifted to cheese in 2001, Amul Masti
Chaas in 2004-05 (sales of Masti dahi grew by 25%),
Nutramul and Kool Kafe in 2006 and this year the
focus is on Amul Koko — cold chocolate drink
Promotion

23.  Uses a variety of media to communicate
 Most famous is billboard campaign
 The endearing polka dressed girl and pun at various
issues increased brand’s fan following.
Promotion

24.  Amul food festival, which has been held for the
last four year between October and December in
about 50,000 retail outlets.
 The Chef Of India contest invites people to come
up with recipes using as many Amul products as
possible. The recipe can be submitted on Amul’s
website.
 Slogan Likho Disneyland Dekho Contest
Promotion

25.  Amul Maharani contest: in this contest questions about Amul
are asked
Promotion

26. ADVERTISEMENTS
 AMUL is well known for its innovative hoardings. Find below a
few:
26

27. ADVERTISEMENTS
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28. GLOBAL MARKET OF AMUL

29. EXPANSION TO FOREIGN SHORES
 Considering the presence of a million Indian families in U.S,
Amul anticipated market at U.S
 GCMMF had signed an agreement with Wal-Mart to stock
its shelves with products under its Amul brand name. Amul
processed cheese, pure ghee, Shrikhand, Nutramul, Amul's
Mithaee Gulab Jamuns are few of the products marketed in
the US markets.
 50 per cent of Americans being medically obese, and Amul
is really looking to capture the hearts of the second- and
third-generation Indians by offering low-fat versions of its
brands, would make a lot of commercial sense.

30.  BRITTANIA
 NESTLE
 HUL
 CADBOURY
 MOTHER DAIRY
:

31. Butter
 Britannia
 Nestle
Cheese
 Britannia
Baby Food
 Nestle
 Heinz
Dairy Whitener Segment
 Nestle
 Britannia
Ice creams
 HLL
Chocolates &
Confectionaries
 Cadbury
 Nestle
Pizza
 Pizza Hut
 Dominos
 Nirulas Frozen pizza
Curd
 Nestle
 Mother Dairy
Ultra High Treated Milk
 Nestle
 Britannia
Sweet Condensed
milk
 Nestle
Cottage Cheese
(Paneer)
 Britannia
Milk Additives
 Cadbury
 Smithkline
Beecham
Flavored Milk
 Britannia
 Nestle

32. REASONS FOR SUCCESS
Robust Supply Chain
Low Cost Strategy
Diverse Product Mix
Strong Distribution Network
Technology and E-Initiatives.

33.  Amul has risen from Indian soil and it remains Indian in every
sense.
 There is ample scope in the low priced segment as also in other
categories.
 There are a significant number of retailers who are currently
stocking more than two brands.
 Amul has the opportunity to capture the more evolved young
adults and children who are open to new products provided they
meet their expectations.
CONCLUSION

34. To improve further Amul can try out the following ideas:
I) Amul can venture out on new products like Toned milk,
Condensed milk that can be used for sweets, Baby food
products,
II) There are certain product like Amul basundi, gulab jamoon,
choclates etc which are not as popular as Amul ice cream.
Amul must try to understand the cause of this through
thorough market research and work on improving these
products
III) Though Amul’s hoardings are a huge success, it can
penetrate even better in the rural areas by advertising through
the media viz cable channels and newspapers. Sponsoring
shows in TV, sports events can be of great help.
WHAT MORE CAN AMUL DO?
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35. Queries

36. EFFORT NEVER DIES