Sales & Marketing Alignment: How to Synergize for Success
Amul fmcg
1.
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
6.
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
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)
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!!!!!!!!!!!!!!!