Kalpesh surve Meera nayak

162 151 143 165 121 131

Group Members

Dimple java Sachin vernekar Poorva adarkar Ivy d`souza

Saahil ledwani

147

F o u n d e r of a m u l
Name- Verghese Kurien Born- November 26, 1921 at Kozhikode, Kerala

Known- father of the White Revolution in India. He is also known as the Milkman of India.

INTRODUCTION
The brand name Amul means AMULYA. This word derived form the Sanskrit word AMULYA which means PRICELESS. In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. The union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION. This union selected the brand name AMUL in 1955. Shri Pandit Jawaharlal Nehru,

the prime minister of India declared it open at Amul dairy on November 20, 1955.

G.C.M.M.F. INTRODUCTION
G.C.M.M.F. Means GUJARAT COOPERATIVE MILK MARKETING FEDERATION LTD. Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization.

Products

Sales turnovers

Sales Turnover 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Rs (million) 11140 13790 15540 18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 80053

US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504 1700

Packaging in India Packaging Strategy

INDIAN ENVIRONMENT

Packaging cont

Positioning

Market leader

Protection

Ingredients
Size of the packs
100 gm 500 gm Munna packs of 25 gm Airlines packs

Attractive & Innovative

Dates on the packs

Exp. date Mfg. date

Economy

Packaging global environment USA

Amul have developed a special packaging for the products to be marketed in the United States, complete with Nutritional Information, Toll free No., Barcode and other information stipulated by the US Laws. Products:

Global environment

Language

Size of the product

Packaging in US

Climate & Protection from damage

Colour

MARKETING MIX
1% on promotion Amul Butter girl is the longest running ad campaign in country for 41 years. Agreement signed with Wall Mart

Product: Dairy products Cooling products Place: Rural Market Urban market International Market

Price Low pricing strategy Promotion: Advertisement

Socio-cultural Advertising strategy

Amul is well known for its innovative hoarding Amul has two agencies that look after the range of products namely : FCB Ulka

Da Cunha

Advertising as per
social environment Advertisement done with funny slogans and hoardings.

Advertising As/ LEGAL environment

NDIA

INDIA
Newspaper Advertisement

Television Advertisement

Hoardings

Sponsoring

Advertising as/ GLOBAL environmen..

USA
Magazine advertisement Leaflets & Television

Online Advertisement & Internet Sites

Pricing Strategy adopted globally

Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money. The success of this strategy is well recognized and remains the main plank of AMUL's strategy even today.

Pricing policy (POLITICAL & LEGAL).

INDIA

Affordable Price

Quality

Competition

Pricing Pricing strategy

USA

Cost

Competition

Demand

Incentives offered by Government

Pricing Cont

Product Amul Butter Amul Butter

Size 100 gm pack 500 gm pack

Price (India) Rs. 25 Rs. 122

Pice (USA) US $ 1.00 US $ 5.00

Delicious Table Margarine Delicious Table Margarine Amul lite

100 gm pack

Rs. 13

500 gm pack

Rs. 62

200 gm pack

Rs. 32

Quality Certifications GLOBALLY

 Segment People who need and consume bakery and dairy products Target Group Middle and upper middle class families, especially kids Positioning Indias leading manufacturer of premium quality and healthy biscuits, bakery and dairy products. And available at every store

STP

Product Overlap
Situation where company decides to compete against its own brands.
Amul Processed Cheese Vs Cheese Spread SAGAR Vs Amulya Powered Milk Nutr-amul Energy Drink Vs Amul Kool

DIVERSIFICATION STRATEGY
Non Dairy

Dairy

Value Marketing Strategy

Providing a product that works as claimed, is accompanied by decent service, and is delivered on time. Commitment to quality. Value for money The generation for awareness. Fostering Of Loyalty

R & D and Future strategy

R & D
Increase taste and Quality of the products Diversified products Eco Friendly packaging

Future Strategy
To be the number one in milk product Spread business in World Wide Adopting the technology as required

SWOT Analysis
Largest food brands in India High Quality

Strong Dependency

on weak infrastructure. Complete dependent on villages for raw materials

Use internet to Competitors- Britannia,

Nestle Hindustan Liver and local player Growing prize of milk and milk products

sell its products Exports potentialBangladesh, Nigeria, srilanka & middle east

MARKET SHARE

MARKET SHARE AND STATUS

BUTTER MILK POWDER
85% 40%

CHEESE
ICE CREAM SWEETS CHOCO-DRINK

50%
24.75% 50% 90%

CHOCOLATE

10%

MARKET OVERVIEW..
India is both the worlds largest producer and of dairy products. Total size of the dairy market is 234,600 crores, growing at 5% and dominated by increasing consumption and sale of milk. The market that converts milk to value-added products like dahi, yoghurt, cheese and dairy based beverages is growing strongly, albeit from a narrow and small base of around ` 11,000 crores

Competitors
Britannia NESTLE Mother dairy Aarey

According to porters generic model, we feel AMUL falls under the diffentiation category as , AMUL divided its product portfolio into two distinct categories: "health and wellness" and "delight and lifestyle. This clearly states that it believes in product uniqueness while having a broad market.

Conclusion

Amul means different things to different people. To a milk producer A life enriching experience To a consumer-Assurance of having wholesome milk To a mother-A reliable source of nourishment for her child To the country-Rural development and self reliance