MM PROJECT

GROUP 2
AMUL launched new Butter Biscuit
“Amul Butter Cookies”

Team Details:

Name Roll No Email ID

Akshay Tyagi PGP/05/054 akshayt05@iimamritsar.ac.in
Ankur Gupta PGP/05/056 ankurg05@iimamritsar.ac.in
Atharva Nirdesh PGP/05/060 atharvan05@iimamritsar.ac.in
Bodat Raj Ramesh PGP/05/063 rajb05@iimamritsar.ac.in
 EXECUTIVE SUMMARY
The cute girl with the polka-dot dress and half ponytail looks like the girl next door, but she’s a
superstar who gets away with making cheeky comments on anyone and anything in India. What’s
more, everyone loves her and looks forward to her next witticism. The Amul girl perfectly reflects
the persona of one of India’s most iconic brands. Anand Milk Union Limited or Amul is
an Indian cooperative dairy company, based at Anand in the state of Gujarat. Formed in 1948, it is
a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in Gujarat.
From the taste-conscious to the health conscious, the company has ensured it launches products
for every segment with great quality and at the right value. Amul has resisted the temptation of
creating multiple brands. This has ensured master brand equity leverage as well as a multiplier
effect at lower advertising spends. Its positioning as the “Taste of India” gives it the essence of
everything that stands for milky goodness made in India.
Amul has recently forayed into the Rs 25,000 Cr. Indian biscuit market with Amul butter cookies
and claims that its product is made out of 100% butter, while competition largely uses vegetable
oil and very little butter. The most powerful part of the Amul Butter Cookies pack is the presence
of the Amul-Girl in the front! The imagery is instantly recognizable as ‘the butter’ and directly
connotes ‘that famous’ butter being present in the biscuit.
India is the third largest producer of biscuits following United States and China. The biscuit market
of India is driven by factors such as increasing income of consumers, shift to premium biscuits,
more manufacturing facilities set up, growing health awareness, innovation in biscuits, attractive
packaging etc. The sector is expected to surpass the revenue figure of INR 400 billion by 2023.
The butter biscuit market is dominated by existing and well established players like Good day:
Britannia, Parle Biscuits, Unibic, Sunfeast etc. In terms of overall market share, Britannia has
market share of about 34 percent, Parle Products has share of about 29 percent and ITC has
approximately 18 percent share in the biscuits space. Amul at this point has a negligible market
share in the biscuits space.
The study will explore marketing penetration for the product and will try to evaluate it on different
parameters. It will also try to devise a marketing plan for the product. Apart from that the study
will look into the competition existing in the market.