Gujarat Cooperative Milk Marketing Federation (GCMMF) owns the Amul brand. Amul was founded in 1946 in Anand, Gujarat as a dairy cooperative. It has grown to become the largest food brand in India. Amul has a wide distribution network of over 5000 distributors and 800,000 retail outlets across India. It sources milk from over 3 million milk producers and processes 10 million liters of milk daily. Amul uses a multi-level distribution system to transport products efficiently from manufacturing plants to retail outlets via depots and distributors.

1. PERSENTED BY :-
CHANDAN KUMAR
Muzaffarpur Bihar
SBS AHEMADABAD

2. COMPANY PROFILE:-
 COMPANY NAME:-GUJARAT COOPERATIVE MILK
MARKETING FEDERATION.
 BRAND NAME:-AMUL
 INDUSTRY TYPE:- DAIRY
 FOUNDED:-1946
 LOCATIN:-ANAND GUJARAT
AMUL

3. Place
• North Bihar
• Muzaffarpur.Motihari,Sitamadhi,vashali
POPULATION
• 200000 LK
• Rural population- 120000 lk,Urban-800000 lk
Address
• ABC Tower
• Shanti gali Muzaffarpur
Territory

4. Product Profile

5. Child
youth
Men, women
Patient
Old person
Consumer of Amul

6. Market share
butter, 90
cheese, 80
chee, 20
pouched milk, 25

8. Distributer and dealers
 Distributer and dealer :-Amul product are available in over
800,000 retail outlets across India through its network of 5000
distributors.
 FIST LEG :-from manufacturing units to depots, amul has 65 depots
across major cities of India
 SECOND LEG:-from depot to distributer amul has a network of over
5000 distributor .the margin offered to the distributers range between 3-
5%.
 THIRD LEG:-this is the flow good from WD to retailers best plan is
prepared and transportation is done on outoriakshus and other .

9. •
•
MILK PROCESSING PLANT
GCMMF WEARHOUSE
WHOLSEALER/DISTRIBUTER
RETAILER HOME DELIVERY CONTRACTOR
CUSTOMER
CUSTOMER
Amul outlets
Customer
Distribution channel

10. Media.
Most famous is billboard campaign.
The endearing polka dress girl and pun at
various issues increase bran fane following.
Amul food festival.
Slogan likho Disneyland dekho contest.
Amul maharani contest.
Amul sponsorship competition .
Promotion policy

11. MARGIN
Chee and butter WD Retailer
3 %
MRP
6%

12. POLICIES
 REGARDING RURAL MARKETING :- No different policy for
rural marketing
 DIFFERENTIAL PRICE:- Most of the amul product has lower price
in state of Gujarat due to less transportation cost but out the Gujarat add
the transportation cost and other taxes.
 UNUSED MILK:-Milk once, supplied to retailer is not taken
back, retailer uses the unused milk after ‘best before ’ date for making
other dairy products such as paneer, etc
 NO VOLUME DISCOUNT TO DISTRIBUTER, PRICE ARE FIXED.

13. Payment system
Amul do not sell its product to distributors on
credit.
The payment to the company is done by
distributor through account and the payment
to the distributers is also done through
cheque.

14. SR
NO
FEATURE ADVANTAGE BENEFITS
1 Quality differentiation Consumer love
quality
2 Calcium essential for strong bones and teethes
strong
strong bones
and teethes
3 Vitamin A Improve vision and keeps skin and
hair healthy
Better eyesight
and healthy
skin and hair
4 Phosphorous Important for healthy bones and
teeth
strong bones
and
teethes
5 Iron Stronger the bones It full fill the
daily 40% Iron
nutrition
requirement
FAB analysis