Amul is India's largest dairy cooperative, founded in 1946. It has over 3.6 million milk producers as members and is the largest food brand in India. Amul controls over 65% of the domestic market share and has set up the largest dairy in India near Delhi with a processing capacity of 30 lakh litres per day. Amul offers a variety of milk products at affordable prices and has a wide distribution network across India and internationally in 40 countries. Its future plans include expanding processing facilities in Northeast India and opening 1,000 new outlets.

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Presentation by:
Aditya Adhane 17301

2. INTRODUCTION
AMUL Anand Milk Union Limited
Industry Dairy/Fast-moving consumer good
(FMCG)
Founded 1946 by Tribhuvandas Patel.
Rank No. 1 dairy in asia and No. 15 in
world
Headquarters Anand, Gujarat, India.
Number of employees 750 employees of Marketing Arm &
3.6 million milk producer members.
Parent GCMMF

4. Market share of Amul milk
 Amul has set up its largest dairy with a processing
capacity of 30 lakh litres a day (LLPD) at Dharuhera
in Haryana to serve the NCR market.
 No. 1 in Indian market.
 Eyeing higher market share, Amul sets up its largest
dairy near Delhi.
 65% of India market share.
 The Rs 80,000 crore milk business per year.
 Amul is now world's 13th largest dairy, posts 67%
revenue growth in FY16.

5. Growth Rate of Amul Milk

6. Competitors of Amul Milk
Britannia Industries
Nestle Ltd
Mother Dairy
Govardhan
Mahanand
• Local dairies
1. Chitale
2. Vikas Gold

7. Value proposition of Amul Milk
 Functional:- Quality, Variety of Products, Range of Products.
 Economical:- The price of Amul products is Equivalent to its quality.
The fresh products which Amul deliver in reasonable prices is one of
Economical Propositions of Amul.
 Product Availability:- Huge supply chain and distribution networks
across India.
 Amul is the only brand among its counterparts that has packaging
available for different target customers. No other brand in market has
such variants.

8. STP Strategy of Amul Milk
Segmentati
on
• Low fat milk
• Milk with fat
• AGE- FAMILY, EXCEPT CHILDREN BELOW 5
Targeting
• Considering the company's abilities compared to the competitors'
• Analyzing competitors on their resources and skills
Positioning
• Value for Money.
• Product availability.
• Brand Positioning statement: "The Taste of India", it has created value for
everyone in the value chain, be it a customer or the supply chain.

9. Marketing mix of Amul Milk
Product:
-Amul Diamond milk
-Amul Gold milk
-Amul Slim and Trim milk
-Amul Shakti milk
PRICE:
-Fair Price Strategy
-Affordable prices
PLACE:
-India-from Rural to Urban.
-Internationally in 40 Countries.
PROMOTION:
-Bill Boards and Hoardings
-Television
-News Papers
-E-Marketing
-Events
Marketing Mix

11. Future Plans of Amul milk
 Amul plans setting up processing unit in
Northeast.
 Amul to invest Rs3,000 crore by 2020 to fund
expansion.
 Amul plans to open 1,000 outlets this fiscal.
 Amul eyes Rs 50,000-crore turnover by 2020.