Amul is India's largest dairy cooperative and milk producer. It collects milk from 2.6 million farmers every day and converts it into branded, packaged products. Amul has a diverse product portfolio including milk, butter, ghee, cheese, chocolate, and ice cream. It has a robust supply chain and distribution network of over 500,000 retail outlets across India. Amul pursues a low-cost strategy to make its products affordable and uses promotional campaigns like the iconic Amul girl advertisements to increase brand awareness. It faces competition from other dairy companies but maintains its market leadership through quality products and a strong farmer network.

2. Presented by …………..
Kavita choudhari 66
Krutadnya Digrajkar 67
Neelam Gaikawad 77
Pallavi Gore 78
Snehal Jawale 97

3. INTRODUCTION
Company
Largest milk producer30 multi brands Market
leader..in ghee & butter with more than 85 %
market share Very strong supply chain
Customers
Extremely satisfied Move From loose milk to
packaged milk & then to tetra pack

4. Amul –Business Model
 Every day Amul collects 7
million liters of milk from 2.6
million farmers (many
illiterate), converts the milk
into branded, packaged Pasteurization
products, and delivers
goods to over 500,000 retail
outlets across the country.

5. Defense Strategy
• Moving consumers from loose milk to packaged milk
and gradually move them up the value chain (tetra
pack to beverages)
• Being exposed to a brand, it is natural for a customer
to try more products

7. Robust Supply Chain
The vast and complex supply chain
Hierarchical network of co-operatives
Stretches from small suppliers to large fragmented
market

8. Low cost strategy
Amul adopted a low-cost price strategy to make its
products.
Affordable and attractive to consumers by
guaranteeing them value for money

9. Diverse product mix
Amul butter
Milk Powder
Ghee
Cheese
Chocolate
Shrikhand
Ice-cream
Nutramul
Milk

10. Strong Distribution Network
Amul products are available in over 5,00,000 retail
outlets across.
It has strong distributor network of over 3,500
throughout India
47 depots with dry and cold warehouses to buffer
inventory of the range of products.

11. SWOT Analysis
Strengths
Largest food brand in India
High Quality, low price
World’s largest pouched milk brand
Highly diverse product mix
Robust distribution network
Weaknesses
Risk of highly complex supply chain
Strong dependency on weak infrastructure
Alliance with third parties who do not belong to the
organized sector

12. Opportunities
International markets
Diversify product portfolio to enter new product
categories
Expand existing categories like processed food,
chocolates etc
Threats
Competitors
Growing prices of milk and milk products
Ban of exports of milk power

13.
4p’s of Amul
Pricing
Done market survey..to check viability and feasibility of the
market & then decide the Price. Price include(Cost of milk,
labour cost, processing cost, transport cost.ect..),
People
Strong supply chain
Product
wide range of product
like butter,chese, icecream,sweets,chocolate

14. Promotion
 Amul butter girl is the longest add campain for the
past 43 yrsAmul captures the headlines and shows in
such a way..that..the moment v see it its get capture
inour brainIt uses rotational promotions campains
Place
Strong supply chainMore than 400 amul parlorsFor
strong supply chain amul has bring e-
commerce(internet)

15. Competitors
Defined firm mahananda,
vijaya,
Aggressive moves against,
 Britannia,
Nestle

16. Advertisement strategy

17. Amul sponsored the singing competition Amul star voice of
India, ‘Amul music ka maha mukabla’

18. Such way they target the
customers

19. ConClusion
Middle Class Customer Population!
Domestic Consumption!
High Population!
The Finest Set Of Perfect Competition In World!
You May Not Purchase Software!
You May Not Purchase Cement!
You May Not Buy Clothes From A Retail Outlet!
You May Aside Automobiles!
But Soaps, Toothpastes, Tea, Coffee & So On Are Basic
Need For Us!
Thus FMCG Is On & On!!!!!!!!!!!!!!!

20. THANK
YOU