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AMUL - India's largest food brand and the world's largest producer of dairy products, so what is the Strategic Management of Amul? and what made it so big?

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  1. 1. Strategic Management The Taste Of India Amul
  2. 2.  Promotional schemes  Online marketing  Corporate Social Responsibility  Threats from competitors  Popularity poll  Conclusion  Introduction  Mission and Vision  Current status  Origin  Products offered  Marketing strategy Overview
  3. 3. ► Indian Diary Cooperative ► Based at Anand in the state of Gujarat ► Managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) ► Spurred India’s White Revolution Introduction
  4. 4. MISSION - GCMMF endeavour to satisfy the taste and nutrition requirements of the customers, of the world through excellence in marketing by their committed team. Through co-operative networking, they are committed to offer quality products that provide best value for money. VISION - Amul’s vision is to provide more and more satisfaction to the farmers, their customers, employees and distributors. Mission and Vision
  5. 5.  India’s largest food brand  World’s largest producer of milk and milk products  Ranks 15 in Global Diary rankings  Has 750 employees of Marketing Arm and consist of 3.6 million milk producer members from 18,536 village milk cooperative societies, 17 member unions covering 33 districts  Annual turnover 2015-16 USD 4.6 Billion Current Status
  6. 6.  Registered on 1st December 1946  A response to exploitation of milk producers  Derived from a Sanskrit word "amulya", which means "priceless“  In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award  Took five decades to become India’s largest food brand Origin
  7. 7. Products offered
  8. 8. Products offered
  9. 9. Products offered
  10. 10.  Segmentation, Targeting and Positioning  Mass marketing principles  Middle class is targeted  Top of the mind positioning ► Competitive advantage  Supply chain  Wide product portfolio Marketing Strategy
  11. 11. ►Brand equity ►Competitive analysis ►Market analysis ►Customer analysis ►Price Marketing Strategy
  12. 12.  Promotion of products in a rotational cycle  Social media  Amul Butter Girl billboard ad campaigns  Amul food festivals  Various contests are held  Amul Maharani  Chef of India ► Sponsering various T.V. shows  Amul STAR voice of India  Master Chef Promotional Schemes
  13. 13.  Addressing social and political issues  Instant feedback  High engagement level  Content plan  Hit online, try offline Online Marketing
  14. 14.  Tribhuvandas Foundation  Amul’s green movement  Blood donation campaign  District rural development agency  Scholarships Corporate Social Responsibility
  15. 15. Threats Butter  Britannia  Nestle Cheese  Britannia  Go Ice Cream  Baskin Robbins  Naturals
  16. 16. Threats Pizza  Pizza hut  Dominos Curd  Danone  Mother Diary Chocolate  Cadbury Paneer  Britannia
  17. 17. A. Which brand would you prefer for dairy products? a. Nestle b. Britannia c. Mother Diary d. Amul B. Which brand’s advertisement have you seen the most? a. Nestle b. Mother diary c. Britannia d. Amul C. Which Amul product’s advertisement have you seen the most? a. Chocolates b. Ice creams c. Milk d. Butter D. Have you ever used the following Amul products? a. Amul lite b. Energy drink c. Breads d. chocolates Popularity Poll
  18. 18. ►Amul clearly a market leader ►True to its original vision ►Ways to improve  Change in promotional plan  Changes in social media content plan  Equal attention to all products  New marketing strategies Conclusion
  19. 19. Question?