Amul is a dairy cooperative in India that was formed in 1945. It is the largest food brand in India and handles over 8.4 million liters of milk per day from 2.79 million milk producers. Amul butter is their flagship product and has held over 86% market share for decades. Amul uses a penetration pricing strategy and distributes their products through a wide network of retailers, wholesalers, and cooperative unions to reach over 500,000 outlets across India and internationally. They invest 1% of turnover in creative advertising and promotions to build brand awareness and loyalty.

1. Amul: The Taste of India
By---------
Virendra Gupta VV Virendra Gupta
Hemant Gurav
Mahesh Ghuge
Sachin Ghode
Nitin Tandure

2. Topics
• Introduction
• Product
• Price
• Place
• Promotion

4. Brief Introduction
• Kaira District Cooperative Milk Producers’ Union
Limited - Anand Milk Union Limited
• Formed in 1945, co-operative movement in India.
• Managed by Gujarat Co-operative Milk
Marketing Federation(GCMMF).
• Started with 250 lit/day to present 8.4 million lit/day
• 2.79 million milk producer in Gujarat.
• US $ 1504 million turnover institution
• Largest milk handling capacity in Asia
• Largest cold chain network
• Overseas market
Mauritius, UAE, USA, Bangladesh, Australia,etc.
• Dr. Verghese Kurien- Father of white revolution

5. Marketing Mix of AMUL BUTTER

6. Product
AMUL BUTTER : ‘UTTERLY BUTTERLY DELICIOUS’
Launched by AMUL in 1945.
market leader during the last 4 decades with 86% market share
Ingredients:
Butter, Common Salt, permitted natural color- Annatto
Composition:
Milk Fat 80%
Moisture 16%
Salt 2.5%
Curd 0.8%
Calorific Value:
720 kcal./100g
Special Features:
Made from fresh cream by modern continuous butter making machines. Marketed in
India since 4 decades.
Product Specification:
Meets AGMARK standard and BIS specifications No.IS:13690:1992
Product Packaging:
first company to launch Butter in an International pack
“single serving” “low priced” and “convenient application and disposal”

7. Product
Meets AGMARK standards and BIS specifications
Amul lite butter
Low fat butter

8. Price
• Penetration pricing
• value pricing
• 100gm – Rs.23
• Competitor: Mother Diary, Nestle, Britannia
• Low-cost price strategy core philosophy of
providing butter at a basic, affordable price to
appeal the common masses

9. PLACE: A Global Distributor
• GCMMF is India's largest exporter of Dairy
Products
• APEDA Award
• Excellence in Dairy Product Exports for the last
9 years

10. Channel
• Online (Internet):
• Amul cyber store
• Icecrem cyber store
• Direct retailing through "Amul Utterly Delicious" parlours :
• Major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad
• and Surat.
• Retailers:
• Currently online are Chennai and Calcutta
• Chennai, Kolkata, Nasik, Jalgaon, Aurangabad, Delhi, Raipur, Jodhpur,
• Udaipur, Pune, Siliguri / Durg, Kota.
• Wholesalers:
• Producer Co-operatives: This type of distribution organization is formed
• by agricultural producers for selling their produce in the local market.
• Network of over 3,500 distributors

11. Coverage
• India:
• Covering 13,000 villages benefiting 2.7 million farmers
• Collection 447,000 liters of milk/day from 2.12 million
farmers .
• Delivery of goods to over 500,000 retail outlets across the
• country
• Members: 13 district cooperative milk producers' Union
• No. of Producer Members: 2.7 million
• No. of Village Societies: 13,141
• International Markets:
• Available in over 40 countries.

12. Location
• The major markets are the US, West Indies, countries in Africa, the Gulf
region,
• Singapore, the Philippines, Thailand, Japan and China.
• Some Amul Parlours in the country run by the company or its wholesale
• dealers:
• Delhi Metro Rail Corporation
• The Somnath Temple
• National Institute of Design
• Infosys Technologies in Bangalore, Mysore & Pune
• Wipro campus in Bangalore
• L.J. College, Ahmedabad
• Ahmedabad Airport
• Surat Municipal Corporation
• Delhi Police

14. Promotion
• ADVERTISING
• fresh and innovative".
• The clean, emotion-based ads.
• Amul ads -creative, apt for the current
situation.
• The Amul ads are one of the longest running
ads based on same theme
• vying for the Guinness records
• 1% of its turnover on promotions.

16. Promotion Continued…..
• Outdoor Media : Hoarding/Billboards
• Broadcast Media : Television
• Print Media : Newspaper,General interest
Magazine
• Internet : Independent Websites,Portals.
• Social Networking Sites : eg Orkut
• Promotion by events.

17. DIRECT MARKETING
RURAL MARKETING

18. THANK YOU…