Product Mix of Amul

Himanshu Ahire
13
Dhiraj Kakati
05
Executive Full Time PGDM! ( 2009-2010
)
Trimester
2
Symbiosis Institute of Management Studies
Symbol of “AMUL”(Anand Milk Union is a ring of four hands,
are coordinated
Ltd.) with each other. The actual meaning
which of this symbol
coordination of hand of Different People By Whom This Union is now at
is
The first hand Farmer, second hand of Processor, third hand of Marketer
top.
and
of fourth hand of Customer.It’s a joint efforts & productive team work
achieved success in all its new venture, how famous worldwide & known as
have
Objective 4
!
Introduction! 5

Product! 7

MARKETING 12
OBJECTIVES!
Product 12
STRATEGIES!
Product! 12

Place! 12

Price! 13

Promotion! 13

The different product for different 14

people!
Amul Product Mix! 15

Amul Product Portfolio! 15

Product-Width! 18

Product-length! 18

Product Depth! 18

Line stretching! 22

Conclusion! 22
OBJECTIVE

To understand the product mix strategy of Amul .

To
correlate
semester on Marketing Management.
the
findings
To
withgain
the an insight on the product range offered by Amul.
help of the
theoretical
concepts
that we
have been
taught
during this
 INTRODUCTIO
N

In the year
1946 the
day. In the
first milk
year 1955
CO-OPERATIVE
union was MILK PRODUCERSÕ UNION. This union selected the brand name AMUL in 1955.
AMUL was
established.
established.
This
The union name AMUL means ñAMULYAî. This word derived fromword
brand the Sanskrit
ñAMULYAî
In the year
was started
1946
which the
means
with 250
union was
ñPRICELESSî.
liters of milk
Amul
known
A quality as
per
products
KAIRA
controlAmul
Ghee,
have
DISTRICT
expert in
spray,
been in
Milk
Anand had
Amul
use in
and
suggested
Cheese,
Today
millions
Amulya
the brand
Amul is a
of
have
genesis of
name of
Chocolates,
symbol
homes
made
a vast
ñAMULî.
Amul
many
farmersÕ
since a
Amul
cooperative
Shrikhand,
things
organization.
of
1946.
leading
network,
PATTERNî). of
Amul
the
And high-
have
Ice a
Amul
food
the triumph
cream,
quality
proven
Butter,
brand
of
In the for
Nutramul,
products
model
Amul
in
indigenous
early
Amul
sold
dairy
milk. at
Milk
India.
technology,
40Õs,
reasonable
development
That
Powder,
(The
of
the the
limited,
prices,
(Generally
time of
Amul
total
marketing
main
which
the Kaira
known
there
the as
sale
savvy
sources
was is of a
a
ñANAND
was
district.
highThis
Rs.
of 6
privately
traders
demand
system
billion
earning
owned
used to
for
leads
word.
in milk to
for the
company
decide
in
exploitation
However,
2009).
farmers
and
the
appealed
held to
Bombay.
of
whenpoor the and
of Kaira
monopoly
prices
Sardar
The
illiterate
exploitation
advised the
district
over
of
Vallabhbhai
milkthe
main
became
farmers by
to
milk to private
werethe
supply
and
Patel, traders.
whoof Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-
supplier
the
intolerable,
sell private
the milk
farming
milk
farmers
was aat
of the
traders.
the
on
operation
their
farmers own
The
and
Bombay
were
leading
milk help.
were
by
and was
selling in
from
forced
activist
advised the farmers to form a society for collection of the milk.
Polson
frustrated.
establishing
Shri Desai
of
to
the
dairy
They
a
held
co- a
accept
freedom
Amul
collectively
operative
meeting
it
movement.
(Anand Milk
union,
at
managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).
without
Sardar
Union Patel
Instead of
Samarkha
uttering
Limited),
supplying
village
AMUL
in the is long
a single
formed
near The
based
term. inin
1946,
Amul isona
Anand,
dairy
4th
Gujarat
Pattern has
and
development.
cooperative
January
has been a
established
movement
1946. as
sterling
itself Hea
in
exampleItof a
India.
uniquely
is
co-operative
appropriate
organization's
model for
success
rural
Amul has
spurred
the White
Revolution
of India. It
is also the
Members 12 district cooperative milk producers' Union
world's
No. of Producer Members
biggest 2.36 million
vegetarian
No. of Village Societies 11,333
cheese
Total Milk handling capacity 6.9 million litres per day
brand.
Milk collection (Total – 2003-04) 1.81 billion litres
Milk collection (Daily Average 2003-04) 4.97 million litres
Milk Drying Capacity 511 metric Tons per day
Cattle feed manufacturing Capacity 2340 MTs per day
 PRODUC
T
ñA product is anything that can be offered to a market for attention , acquisition
or , use,
consumption that might satisfy a want or need ñ

A product is anything that satisfies a need or wants and can be offered in the exchange. A product
can be goods, service or idea. Without product there is no marketing. This includes product
variety, quality, product design, and brand name, sizes, warranties. AMUL produces and sell the
product i.e. milk; it has to plan its product very carefully so that the consumer gets only good
quality products.

RAW MILK

pasteurizatio
n

Condensed
Packaged
Dried
Milk
Ghee Skimmed
Ice
Powder Butter Milk
Beverages cream
Cream
List of Products Marketed

Bread spreads
Amul Butter Amul Lite Low Fat Breadspread Amul Cooking Butter

Cheese Range
Amul Pasteurized Processed Cheddar Cheese

Amul Processed Cheese Spread

Amul Pizza (Mozarella) Cheese

Amul Shredded Pizza Cheese

Amul Gouda Cheese

Amul Malai Paneer (cottage cheese), Frozen, Refrigerated and

Tinned

Utterly Delicious Pizza

Amul Emmental Cheese

Desserts
Amul Shrikhand (Mango, Saffron, Almond
Pistachio, Cardamom)

Amul Amrakhand

Amul Mithaee Gulabjamuns

Amul Mithaee Gulabjamun Mix

Amul Mithaee Kulfi Mix

Avsar Ladoos

Fresh Milk
Amul Shakti 3% fat Milk

Amul Taaza 1.5% fat Milk

Amul Ganthiya

Amul Gold 4.5% fat Milk

Amul Lite Slim-n-Trim Milk 0% fat milk

Amul Shakti Toned Milk

Amul Fresh Cream

Amul Snowcap Softy Mix

For Cooking

Amul Pure Ghee

Sagar Pure Ghee

Amul Cow Ghee

Amul Malai Paneer

Mithai Mate

Pro-biotic Dahi

Masti Dahi

Utterly Delicious Pizza

Powder Milk
Amul Infant Milk Formula 1 (0-6 months)

Amul Infant Milk Formula 2 (6 months above)

Amulspray Infant Milk Food

Amul Full Cream Milk Powder

Amulya Dairy Whitener

Sagar Skimmed Milk Powder

Sagar Tea and Coffee Whitener

Amul Ice creams

Royal Treat Range (Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti)

Nut-o-Mania Range (Kaju Drakshi, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi
Badam Kulfi, Shista Pista Kulfi)

Utsav Range (Anjir, Roasted Almond)

Simply Delicious Range (Vanilla, Strawberry, Pineapple, Rose, Chocolate)

Nature's Treat (Alphanso Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black Currant)

Sundae Range (Mango, Black Currant, Chocolate, Strawberry)

Millennium Ice cream (Cheese with Almonds, Dates with

Honey)

Milk Bars (Chocobar, Mango Dolly, Raspberry Dolly, Shahi

Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista
Kulfi)

Cool Candies (Orange, Mango)

Cassatta

Tricone Cones (Butterscotch, Chocolate)

Megabite Almond Cone

Frostik - 3 layer chocolate Bar

Fundoo Range - exclusively for kids

 SlimScoop Fat Free Frozen Dessert (Vanilla,
Banana, Mango, Pineapple)

Health Isabcool

Chocolate & Confectionery

Amul Milk Chocolate

Amul Fruit & Nut Chocolate

Brown Beverage
Nutramul Malted Milk Food

Milk Drink
Amul Kool Flavoured Milk

Health Beverage
Amul Shakti White Milk Food

Ready to Serve Soups

Masti Tomato Soup

Masti Hot & Sour Soup

 MARKETING
OBJECTIVES
•Identify & cater to emerging markets all over India

•Create awareness about the brand name and increase customer loyalty.

•Tackle the problem of imitation of design.

•Increase retailer satisfaction by providing better margins.

PRODUCT
STRATEGIES

Product

•Create
awareness
various brands.
about its
different
•Copy-write
brands
the
packaging
imitating
thereby the same.
design to
enabling the
preserve the
customer to
•Introduction
distinguishing
differentiate
of larger
benefits.
identity
between its
volume
barring
pouches in
•competitors
Different
line with
from
shapedrectangular shaped for Amul Gold, etc.
Tazaa,
economy
pouches for
packs to
its products
provide
for easy
large scale
identification,
buyers price
Place
e.g Square
shaped pouch
Place
for Amul
refers to
convenient
marketing
location. It
activities
involve several steps and the participation of multiple.
is the the
handles
that make
process
works of
AMUL hasproducts
developed federation and AMUL parlors located in several part of country. The GCMMF
moving
relating
availableto
products
managing
to
from
of the
stocks
consumers
disbursement of product to the various marketing channels.
producer
and
at the right
to the
distributors
time in a
consumer,
in country.
which
Thus may
GCMMF
look after
the
Price

It is the
value,
Pricing and
usually in
product
monetary
regarded
image are
terms
products,
closely
includes
that
partly
related.
list
sellers
because
by the of
Customers
price,
ask image
the
GCMMF.for in
will market
discount,
the pay a and accordingly decides the prices of AMUL products.
exchange
created
The
higher
allowanc
for the
through
GCMMF
price
e, andfor
However,
products the price is inclusive of several elements like,
advertising
conducts
well Ð
credit
theyother
and
the are
known,
terms.
¥Cost
offering.of milk.
promotions.
market
well Ð
The
This
survey to
prices of
check
¥ Labourthecost.
products
validity
of AMUL
and
¥Processing cost.
are also
feasibility
decided
of prices
¥Packaging cost.
in

¥Advertising cost.

¥Transportation cost.

¥Sales promotion costs.

¥Taxes etc.

The
GCMMF
price of milk and milk products.
considers
all these
cost
Promotion
aspects
and
Placesetrefers
them
to up
marketing
products
in pricing
activities
and
structure
used
techniques
to
activities
to decide
communicate
including
to
communicate
thedirectly with customers and potential customers.
positive,
advertisement,
or
selling
information
sale promotion,
indirectly
advertising.
AMUL
about an
public relation
expedite
The GCMMF
promotes
organization,
and personal
exchanges
however
its
its products
selling that are
in
usestarget basis attract the customer more.
through
creative
used to
market.
hoarding
newspaper, It
includes
for
T.V.; a
variety
advertising
hoarding of
in
etc.local
areas.
television is
Hoarding
the best
designed
media for on
the
 THE DIFFERENT PRODUCT FOR DIFFERENT
PEOPLE

Amul never forgot its ñprimary customerî

Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate)

Product for youth

Amul launched Chocolate milk under brand name of ïAmul Kool KokoÕ targeting the youth.

Product for diabetic people

IndiaÕs First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics

Product for the health conscious

Amul Launched ñlow fat, low cholesterol bread spreadsî

Product for the price sensitive India

Low Priced Amul Ice Creams and affordable ïsagarÕ whitener

Product for the urban class

Amul launched emmental, gouda and pizza mozzarella cheese

AMUL PRODUCT
MIX

Amul Product Portfolio

Amul mainly produces dairy product which falls under nondurable goods category but also
produces durable goods

Examples

Durable Goods :- Powders,Ready to Serve Soups

Milk

Non Durable Goods:- Fresh Milk,Cheese Range & Ice creams

Dairy Non
Dairy
 Product Mix -Width

Bread Spreads Cheese Desserts

Butter Shredded Pizza Cheese. AMUL Shrikhand (Mango,

Saffron, Almond Pistachio,
Cardamom)

Low Fat Bread Spread. Emmental Cheese. AMUL Amrakhand.

Cooking Butter. Gouda Cheese. AMUL Mithaee

Gulabjamuns.

Malai Paneer (cottage AMUL Mithaee

cheese) Frozen and Tinned. Gulabjamuns Mix.

Utterly Delicious Pizza. AMUL Mithaee Kulfi Mix.

Cooking Health Drink

Amul/SagarPureGhee Nutramul

AmulMalaiPaneer AmulShaktiHealthFoodDrink

MithaiMate

Pro‐bioticDahi

MastiDahi

UtterlyDeliciousPizza
 Milk Drinks Powder Milk Fresh Milk

AmulSprayInfantMilk
Amul Kool Millk Shaake AmulFreshMilk
Food

Amul Kool AmulInstantFullCream AmulGoldMilk

Milk

AmulKoolCafe SagarSkimmedMilk AmulTaazaDouble

Powder TonedMilk

KoolKoko SagarTeaCoffee AmulLiteSlimandTrim

Whitener Milk

NutramulEnergyDrink AmulyaDairyWhitener AmulFreshCream

AmulKoolFlavoured AmulShaktiTonedMilk
BottledMilk

AmulKoolFlavoured AmulCalci+
TetraPack

AmulMastiSpiced AmulButtermilk
Buttermilk

AmulLassee

AmulKoolThandai

Table 3
 Product-Width

The width of a product mix refers to the total number of items in the mix.

The total number of items are 8. ( bread spreads , cheese , desert, cooking,health drink, milk
Example:
drinks,powder milk & fresh milk

Product-length

The length of a product mix refers to the total number of items in the mix.

Example:

of AmulÕs Product mix is 42

The total Length

of AmulÕs Product mix is 8 ( No of lines)

The Total width

Hence the is ( Total Length / Number of lines) = 44/8 is less than 6

average product length

Product Depth

The depth of a product mix refers to how many variants are offered of each product in the line

AmulÕs Product Depth

Name of Product Variants Price

Amul Butter 100g Pack Rs. 25

Amul Butter 500g Pack Rs. 122

Delicious Table Margarine

100g Pack Rs. 13

Delicious Table Margarine

500g Pack Rs. 60

AmulLite Lowfat
200g Tub Rs. 32
Breadspread
Name of Product Variants Price

Amul Cheese 400g Tin (EOE) Rs. 117

Amul Cheese Slices 200g Pack Rs. 77

Amul Cheese Chiplets 200g Pack Rs. 66

Amul Cheese 1kg Block Rs. 233

Amul Cheese Spread 200g Tub Rs. 50

Amul Pizza Cheese 200g Pack Rs. 55

Amul Emmental Cheese400g Pack Rs. 160

Amul Gouda Cheese 250 g Rs. 115

Amul Gouda Cheese 1 kg Rs. 440

Amul Malai Paneer 200g Dice Pack Rs. 36

Amul/Sagar Pure Ghee 1 Litre Tin Rs. 265

Amul/Sagar Pure Ghee 500ml Pouch Rs. 125

Amul/Sagar Pure Ghee 2 Litre Tin Rs. 495

Amul/Sagar Pure Ghee 5 Litre Tin Rs. 1,225

Amul Pure Ghee 1 Ltr Refill Rs. 260

Amul/Sagar Pure Ghee 1 Ltr Pouch Rs. 242

Amul Shrikhand 500g cup Elaichi Rs. 53

Amul Shrikhand 500g cup Mango Rs. 55

Amul Shrikhand 500g cup Kesar Rs. 66

Name of Product Variants Price

Amul Shrikhand 500 g Badam Pista Rs. 61

Amul Mithaee Gulabjamun

1kg Tin Rs. 115

Amul Mithaee Gulabjamun

500g Tin Rs. 64

Nutramul 500g Refill Rs. 110

Amul Chocolates 35g Milk Rs. 15

Amul Chocolates 35g Fruit & Nut Rs. 16

Amul Almondbar 35g Rs. 15

Amul Chocozoo 232g Tin Rs. 125

Amul Chocozoo Tub 500 g Rs. 180

Amul Taaza Double Toned

1 Litre Tetra Rs. 35
Milk

Amul Taaza Double Tone

200 ml Tetra Rs. 9
Milk

Amul Tazza Toned Milk -

1 Litre Tetra Rs. 38
Nothern Eastern States

Amul Gold Milk 1 Litre Tetra Rs. 39

Amul Lite Skimmed Milk1 Litre Tetra Rs. 40

Amul CALCI + high calcium

1 Litre Brik Rs. 42
milk

M i t h a i m Sa w
t ee e t e n e d
400g Can Rs. 58
Condensed Milk
Name of Product Variants Price

Amulspray IMF 500 g Pouch Rs. 110

Amulspray IMF 500g Refill Rs. 111

Amulspray IMF 500g Tin Rs. 115

Amulspray IMF 1 kg Pouch Rs. 202

Amulspray IMF 1 kg Tin Rs. 222

Sagar Skimmed Milk Powder

500g Pouch Rs. 110

Amulya Dairy Whitener 500g Pouch Rs. 113

Amulya Dairy Whitener 500g Refill Rs. 114

Amulya Dairy Whitener 1 kg Pouch Rs. 227

Amul Shakti Health Food

500g Refill Rs. 115
Drink (Kesa Almond)

Amul Kool (Kesar, Elaichi,

200ml Bottle Rs. 12
Rose)

Amul Kool (Kesar, Elaichi,

200ml Tetra Rs. 12
Chocolate)

Amul Kool Kesar 250 ml can Rs. 25

Amul Kool Cafe 200 ml Glass Bottle Rs. 15

Amul Kool Cafe 250 ml Can Rs. 22

Amul Kool Cafe 200 ml Tetra Brik Rs. 15

Amul Kool Koko 250 ml Can Rs. 22

Amul Kool Millk Shaake

( M a n g So t, r a w b e&r r220
y ml Can Rs. 22
Badam)
 Name of Product Variants Price

Amul Kool Millk Shaake

180 ml Tetra Pack Rs. 15
(Mango & Strawberry)

Amul Fresh Cream 200 ml Tetra Brik Rs. 30

Amul Fresh Cream 1 Lit Tetra Brik Rs. 113

Amul Masti Spiced Butter

200ml Tetra Brik Rs. 10
milk

Amul Masti Spiced Butter

1 Litre Tetra Brick Rs. 35
milk

Amul Lassee(Rose) 200 ml Tetra Brick Rs. 12

Amul Basundi l Ltr Tetra Brick Rs. 103

Amul Mithai mate 400 g EOE can Rs. 58

Line stretching

Every companyÕs
covers
product
a certain
line part of the total possible range. Line stretching occurs
when a
company
down market, up-market or both ways.
lengthens
its
Amul is now
Example
product : aggressively adopting the down market stretch by introducing ( CHHOTA
line
AMUL,
beyondat
Priced
group.)
its
Rs.current
5 to
range.
take
Amul
The has
advantage
been
company
of the
ñProviding milk at a basic, affordable priceî
introducing
can
Bottom of
products
stretch its
This
the
with
line
summarizes
Conclusion
Pyramid
consistent
our
i.e. to
value
research
individual
addition
work
of lowon
marketing
but
AmulÕs
incomenever but we have only brought into context the above topic.
left the Mix.
Product
core are
There
philosophy
various
of
other
strengths of
AmulÕs