The document summarizes a marketing project presented by Chaitali P. Dhopatkar for Amul's new low-calorie butter product called "Amul pichku". It acknowledges those who helped with the project and provides background on Amul's history. It then discusses segmentation, targeting, positioning and the SWOT analysis for Amul pichku. Product details, pricing, promotion, distribution channels and sales forecasts are also summarized. The presentation concludes by thanking the audience.
2. ACKNOWLEDGEMENT
I would like to thank Professor Mr.Mahajan
Samant who gave the opportunity to make this
project through which I gained valuable
information on the topic Amul.
I would also like to thank all my friends &
family for helping & making the project
successful . I would like to thank lot of people
without whose cooperation & support working
on this project would not have been so
pleasurable & interesting.
3. HISTORY
Amul is an Indian dairy cooperative, based at Anand in the state
of Gujarat India. The word AMUL is derived from the Sanskrit
word AMULYA( ), meaning INVALUABLE . The co-operative is
sometimes referred to as Anand Milk Union Limited.
Formed in 1946, it is a brand managed by a cooperative body,
the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by 3 million milk
producers in Gujarat.
Amul spurred India's White Revolution, which made the
country the world's largest producer of milk and milk products.In
the process Amul became the largest food brand in India and has
ventured into markets overseas.
Dr Verghese Kurien, founder-chairman of the GCMMF for more
than 30 years (1973–2006), is credited with the success of Amul.
9. SWOT Analysis
Strength
1. Creative advertising with Amul Baby
print ads
2. High brand presence and visibility
3.Availability of Amul butter is good with
large distribution network through retails,
kirana stores, local distributors etc.
4.Excellent product quality and trusted
name
5. Affordable price and variable packaging
Weakness
1. Some people don’t prefer butter form
cow’s milk and prefer local homemade
butter
Opportunity
1. Smaller packages for instant
consumption
2.No frills packaging for rural customers
at lower cost
3. Tie-ups with corporates, hotels, resort
chains etc
Threats
1. Local butter manufacturers
2.Low Fat Low cholesterol butters like
Nutalite
3. Reduction in consumption by health
conscious people
POSITIONING
AMUL-The Healthy Taste Of India
Don’t worry have pichku, when you are in hurry.
Low Calorie Butter
Quick Bhi,Healthy Bhi
Carry everywhere,Taste anywhere
10. PRODUCT
Basically Amul was first to launch butter in market
Amul butter holds 86% of market share.
Contents:- butter, common salt, permitted natural colour.
Amul butter has 720 kal/100gm but amul pichku buter has only 420
kal/100gm.
Hence first time Amul is launching low kal butter in the form of
amul pichku.
More exciting part is Amul is also launching butter with various
flavours such as pepper, chilly flakes & choclate.
18. SWOT Analysis
• Strength
• 1. Creative advertising with Amul’s ad girl through
animation
• 2. High brand presence and visibility
• 3.Availability of Amul butter is good with large distribution
network through retails, kirana stores, local distributors etc.
• 4.Excellent product quality and trusted name
• 5. Affordable price and variable packaging
• Weakness
• 1. Some people don’t prefer butter form cow’s milk and
prefer local homemade butter
19. SWOT Analysis cont
Opportunity
1. Smaller packages for instant consumption
2.No frills packaging for rural customers at lower cost
3. Tie-ups with hotels, resort chains,catering services, local butter
manufacturers.
Threats
1.Specially low Fat Low cholesterol butters like Nutralite
2. Reduction in consumption by health conscious people
3.Amuls original butter packaging
20. FORECASTING
• According to response which AMUL products
have got.I am sure that consumers will like Amul
low calorie and flavoured butter also.
• AMUL butter is consumers favourite
butter.Only,health conscious consumers prefer
other low calorie butter. Targeting such
consumers AMUL is launching low calorie butter
with different flavours.
• Hence, I am sure this product will do well in
market.