Amul is India's largest food brand and milk cooperative. It is known for its low prices and high quality products like milk, butter, cheese and ice cream. Amul pioneered cooperative dairy development in India through the Anand model. It uses effective branding strategies like innovative advertising featuring the Amul girl mascot, product diversification, and segmentation to appeal to consumers across segments. Amul's success is largely attributed to Dr. Verghese Kurien's vision of farmer-owned dairy cooperatives and competitive pricing to make dairy products accessible to all.
I have prepared that slides depend upon basics of marketing strategy and saw the 4p's of marketing mix of AMUL, BCG matrix and distribution strategy with its supply chain.I have also shown the competitive analysis and what is the competitor of AMUL brand.
A Study of the Sales and Distribution System at AMULRAJAT GARG
- Evolution of the dairy industry in India
- Milk Production and Consumption Patterns in India
- Prevalent Business Models in the Dairy Industry
- Major Players, Operating Margins, ROCE, Prices and Ratings
- Growth Drivers, Key Risks and Porters 5 Forces Analysis
- Analysis of Sales and Distribution Systems of AMUL at distributor, retailer and hypermarket level
- Comparison of Amul with Sanchi
- Recommendations
Advertorial and Segmentation Targeting Positioning (STP) Analysis of AMULSamiirr Ali
The presentation aims to provide an insight of an analysis to Advertisements of the brand 'AMUL' and understand its Segmentation, Target Market and Positioning.
Future recommendations to Amul Packaged milk for expansion in NCR Akash Tyagi
Amul is world's largest cooperative and milk producer in packaged milk category, but at this time it faces several issues despite an impeccable Supply chain. Tremendous competition posed by another sister cooperative Mother Dairy is posing supply problems, price variance and increased costs and lead times for Amul. We analyze the overall system and find certain possible solutions to the same.
To Download this presentation :- https://drive.google.com/open?id=1frXqauSVRYVDYSaC6RfVYGrkeobuQwaO
for more information contact me on instagram at :- @jigar__bheda
Amul ppt Presentation - largest food brand in India & AsiaAjay Kumar Gupta
This ppt presentation explain about Amul- Largest food brand in India and Asia. this is a in-depth analysis of GCMMF.
This ppt has been prepared during my PGDM.
I have prepared that slides depend upon basics of marketing strategy and saw the 4p's of marketing mix of AMUL, BCG matrix and distribution strategy with its supply chain.I have also shown the competitive analysis and what is the competitor of AMUL brand.
A Study of the Sales and Distribution System at AMULRAJAT GARG
- Evolution of the dairy industry in India
- Milk Production and Consumption Patterns in India
- Prevalent Business Models in the Dairy Industry
- Major Players, Operating Margins, ROCE, Prices and Ratings
- Growth Drivers, Key Risks and Porters 5 Forces Analysis
- Analysis of Sales and Distribution Systems of AMUL at distributor, retailer and hypermarket level
- Comparison of Amul with Sanchi
- Recommendations
Advertorial and Segmentation Targeting Positioning (STP) Analysis of AMULSamiirr Ali
The presentation aims to provide an insight of an analysis to Advertisements of the brand 'AMUL' and understand its Segmentation, Target Market and Positioning.
Future recommendations to Amul Packaged milk for expansion in NCR Akash Tyagi
Amul is world's largest cooperative and milk producer in packaged milk category, but at this time it faces several issues despite an impeccable Supply chain. Tremendous competition posed by another sister cooperative Mother Dairy is posing supply problems, price variance and increased costs and lead times for Amul. We analyze the overall system and find certain possible solutions to the same.
To Download this presentation :- https://drive.google.com/open?id=1frXqauSVRYVDYSaC6RfVYGrkeobuQwaO
for more information contact me on instagram at :- @jigar__bheda
Amul ppt Presentation - largest food brand in India & AsiaAjay Kumar Gupta
This ppt presentation explain about Amul- Largest food brand in India and Asia. this is a in-depth analysis of GCMMF.
This ppt has been prepared during my PGDM.
It is done where the company attempts to widen the scope of its business definition in such a manner that it results in serving the same set of customers. The alternative technology of the business undergoes a change.
Google company Profile
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Biggest Automotive Brand in India, know more about us. Click to view the company profile, also this sets a basic format of a company profile should look like. More fancy coffee tables and company profiles are also uploaded to cover all genres and presentation styles. Thanks
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A brief research on Amul- the taste of India. IT starts with bit introduction on Amul and followed by its various Strategies adopted by Amul. It's STP analysis. And also about its various products and its competitiors and how it is performing
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2. What is ?
World’s
Largest
pouched
milk brand
Largest
food
brand in
India
3. Abbreviations & Important
Terms
AMUL- Anand Milk Union Limited.
GCMMF- Gujarat Co-operative Milk
Marketing Federation Ltd.
FMCG- Fast Moving Consumers Goods
Dr. Verghese Kurien -Founder-
chairman of the GCMMF.
4. Introduction
“In today‟s brand strategies, the word „anticipation‟ becomes
more important than „prediction‟. We no longer havethe
luxury of being reactive, we need to address not only the
definite needs of consumers, but the unclear needs as well.” But
when it comes to our basic needs ,consumer wants to believe on
a single brand if it provides them full value of their money.
Such a brand which provides its customers a feeling of full
satisfaction is AMUL. The brand name Amul means
“AMULYA”. This word derived from the Sanskrit word
“AMULYA” which means “PRICELESS”. A quality control
expert in Anand had suggested the brand name “AMUL”.
5. Amul products have been in use in millions of homes since 1946. Amul
Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice
cream, Nutramul, Amul Milk and Amulya have made Amul a
leading food brand in India.
The Milk Cooperative companyAMUL is the sole indian brand & the
most popular brand in FMCG sector. Also , AMUL is ranked No.1
dairy brand not just in India but across the Asia Pacific regions &
competing with global brands like Dutch , Dumex , Anchor etc . It
was listed 4thIndia brands for 2009 & 2010 as well.
6. Research
This study comprises of Qualitative research work on various
Branding Strategies adopted by AMUL .It is all about exploring
issues understanding phenomena & answering questions. While
there‟s a whole industry involved in it persued qualitative research
also happens in nearly every workplace & study environment,
nearly everyday..
Among the traditional milk products, ghee is the only product, which
is currently marketed, in branded form. main ghee brands are
Sagar, MilkMan (Britannia), Amul (GCMMF), Aarey (Mafco Ltd),
Vijaya (AP Dairy Development Cooperative Federation), Verka (
Punjab Dairy Cooperative), Everyday (Nestle) and Farm Fresh
(Wockhardt).
7. Product line of AMUL
Bread spreads :- Pure Ghee :-
Amul Butter Amul Pure Ghee
Amul Lite Sagar Pure Milk Powders :- Sweets :-
Low Fat Bread Ghee Amul
spread Amul Cow Ghee Amul Full Shrikhand &
Amul Cooking Cream Milk Amrakhand
Butter Powder
Delicious Amul Mithaee
Margarine Amulya Dairy Khoya
Whitener Gulabjamaun
Sagar Amul Basundi
Skimmed Milk
Powder
Sagar Tea and
Coffee
Whitener
8. Fresh Milk :- Curd Products Amul Icecreams :-
:- Royal Treat Range (Butterscotch,
Amul Taaza Toned Rajbhog, Malai Kulfi)
Milk 3% fat Yogi
Sweetened Nut-o-Mania Range (Kaju Draksh, Kesar
Amul Gold Full Flavoured Pista Royale, Fruit Bonanza, Roasted
Cream Milk 6% fat Dahi (Dessert) Almond)
Amul Shakti Amul Masti Nature's Treat (Alphanso Mango, Fresh
Standardised Milk Dahi (fresh Litchi, Shahi Anjir, Fresh Strawberry,
4.5% fat curd) Black Currant, Santra Mantra, Fresh
Pineapple)
Amul Slim & Trim Amul Lite Dahi
Double Toned Milk
Sundae Range (Mango, Black Currant,
1.5% fat Amul Prolife Sundae Magic, Double Sundae)
probiotic Dahi
Amul Saathi
Skimmed Milk 0% Assorted Treat (Chocobar, Dollies,
Amul Masti
fat Frostik, Ice Candies, Tricone,
Spiced Butter
Chococrunch, Megabite, Cassatta)
Milk
Amul Cow Milk
Utterly Delicious (Vanila, Strawberry,
Amul Lassee
Chocolate, Chocochips, Cake Magic)
Amul Sugar Free Ice cream
9. The moppet who put Amul on India's breakfast table
50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a
year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close
to It. All because a thumb-sized girl climbed on to the hoardings and put a spell on
the masses.
The Amul girl was the brainchild of SylvesterdaCunha, the managing director of the
advertising agency AS. The ads were designed as a series of hoardings with designs
relating to day-to-day issues. The brand recall for the Amul girl is phenomenal
across India today. And the biggest reason for this is the topical nature of the
ads.The Amul ads have witty one-liners which capture relevant events that have
caught the fancy of the nation.
15. Not only this, very innovatively AMUL presented its new brand strategy--
The utterly butterly girl to come alive! On Mumbai, Dec 29, 2000: After
becoming everyone's favourite little "utterly butterly delicious" girl
through print and television ads, the Amul Butter Girl came alive!
The search for an Amul Butter Girl and an Amul Cheese Boy ended in
January 2000, when the Gujarat Cooperative Milk and Marketing
Federation(GCMMF) announced the real life Amul Butter Girl and Amul
Cheese Boy through a national Amul Surabhi search contest.
Acknowledged GCMMF's assistant general manager RS Sodhi: ``The
contest was meant to generate enthusiasm among students in every village
and town. This also helped Amul's brand building exercise.''
16. Trivial Strategies
At the time when AMUL was formed , consumers had limited purchasing power &
modest consumption levels of milk & other dairy products . thus AMUL
adopted:-
Low-Cost Price strategy
Low Cost Price Strategy was adopted to make the product affordable & alluring to
consumers by guaranteeing them value for money. The main aim of Amul is to
provide quality products to the consumers at minimum cost. The goal of Amul is
to provide maximum profit in terms of money to the farmers. Low cost of
production of AMUL: Milk production is scale insensitive and labour intensive.
Due to low labour cost, cost of production of milk is significantly lower in AMUL.
17. Moving consumers to 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 use
more products.
1. Product Positioning Strategy
• India‟s first Pro –biotic Wellness Icecream & sugar free
delights for diabetics.
• Amul launches “ Fresh Paneer “
free from harmful chemicals.
• Low priced Amul Icecreams made Kwality Wall „s life hell.
18. 3. Effective Segmentation
Wide range of product categories caters to consumers across all market
segments. Eg:- Amul Kool is targeted at childeren, teenagers prefer Kool
Café as it has a cool imagery associated with it.
Segentation is not as easy as in Curd and low fat products due to mixed
audiences, culnary applications. Eg:- Ghee , Butter & Cheese.
In India, the most used spread is Ghee, than butter , cheese , low fat butter ,
margarin, cheese spread & mozzarella cheese.
19. 4. Changing the Retail Environment
Striking out on its own with AMUL outlets or parlours to
deliver consumers total brand experience.
5. Product Repositioning
Amul marketed bottled water named “Jaldhara”
due to its less potential in the market
and launched “ Narmada Neer”
6. Product Overlap
• Amul processed cheese vs. cheese spread
• Nutramul Energy Drink vs. Amul Kool
20. Product Overlap (continued …)
Powdered Milk
Health & price conscious
Vs
Sagar is affordable whitener for .
health conscious one.
7. Product Design Strategy
“Whether to offer standard or customized products.”
Amul has offered a mix of both standard & customized products.
Use of Utterly-Butterly Girl:
Using since 1967.
Entered in the Guinness Book Of World Records for being
the longest running campaign ever.
22. Other Promotional
Strategies STAR Voice of India
Amul
Amul Master Chef India
Amulya Surabhi
Amul Maharani Bano Contest
Amul Chote Ustaad
Amul Music Ka Maha Muqabla
Amul Food Maha Challenge.
Cafe Amul is a Casual Dining
Restaurant in a pleasant
ambience which offers
scrumptious delicacies in
pizzas, burgers
, sandwiches, sundaes etc.
23. Conclusion
GCMMF that owns Amul , Asia’s largest milk brand
realized that with the changing lifestyle & increased
awareness about health issues , there has been a
discernable shift towards health based drinks from
carbonated drinks. To utilize the potential of flavoured
milk, butter milk & other milk based beverages that have
an age old tradition in India. By identifying the targeted
teenagers & youth , who were biggest consumers of colas
& aerated drinks. The New variants of the brand were
advertised through major national channels with special
focus on youth oriented TV channels like MTV & Cartoon
Network . By identifying the trend & introducing variants ,
Amul has been emerged as the fastest growing brand in
24. Suggesstions &
Recommendationscities, towns and
Focus on retail expansion in Indian
villages – increase branded Amul parlours to capture the
consumer attention and keep the competition at bay
Amul can venture into offering low-fat versions of its
products as it would help capture the hearts of second and
third generation Indians in US & Global Market
Amul can venture out on new products like dairy based
sweets, baby food products
Amul must try to understand the cause of certain products
like Amul basundi, gulab jamoon, and chocolates etc not
being very popular. Amul need to take up thorough market
research and work on improving these products
Though Amul’s hoardings are a huge success, it can
penetrate even better in the rural areas by advertising
actively through the media viz cable channels and
newspapers. Sponsoring more shows on TV, sports events
can be of great help.
25.
26. Referencess ……….
http://www.kotlermarketing.com/phil1.shtml
http://www.slideshare.net/SauravNishant/49905429-brandauditamul
http://www.slideshare.net/saurabhdabar/amul-2188985
http://www.authorstream.com/Presentation/Diptesh7375-507240-amul-
marketing-strategy/
http://www.authorstream.com/Presentation/flashsweta-99941-amul-education-
ppt-powerpoint/
http://www.scribd.com/doc/38200226/Amul-Project
http://www.scribd.com/doc/87424723/34/LIMITATIONS
http://www.scribd.com/doc/38200226/Amul-Project
http://www.scribd.com/doc/15652451/-Amul-project-by-rohit-
http://amul.com/
http://amul.com/products/butter.php
http://www.financialexpress.com/old/fe/daily/20000101/fst30059.html
http://www.scribd.com/doc/52993273/amul-branding
http://mediapanther.co.in/branding/amul-rocks/
http://strategicbrand.blogspot.in/2007/06/new-launch-amul-stamina-candy.html
http://www.slideshare.net/shotgunconcepts/building-and-selling-the-brand-
image
http://www.rediff.com/money/2005/sep/23spec.htm
http://www.isb.edu/isbinsight/ISBInsight_March2006.pdf
1999 Indian Express Newspapers (Bombay) Ltd.
Article by Mini Varma published in The Asian Age on March 3, 1996