Beruflich Dokumente
Kultur Dokumente
AMULmeans"priceless"wassuggestedbyaqualitycontrolexpertin
Anand.
Amulproductshavebeeninuseinmillionsofhomessince1946.
(Turnover:Intrillionsin2013-14).
TodayAmulisasymbolofmanythings.
-Ofhigh-qualityproductssoldatreasonableprices.
-Ofthegenesisofavastco-operativenetwork.
-Ofthetriumphofindigenoustechnology.
-Ofthemarketingsavvyofafarmers'organisation.
-Andofaprovenmodelfordairydevelopment.
HISTORY
Amulwasbornin1956.
Amulbutteradvertisingemergedin1965,enteringtheguinnessworld
records.
Advertisingandsalespromotion(ASP)bySylvesterDaCunhain1966.
AmulsfirstcampaignwasmadefortheTVinthemid-sixtiesanditwas
onlylatertheoutercampaignwasplanned.
PRODUCT PORTFOLIO
Segmentation
Widerangeofproductcategoriescatersto
consumersacrossallmarketsegments.Forexample,
AmulKoolistargetedatchildren,whileteenagers
preferKoolCaf,asithasacoolimageryassociated
withit.
Segmentationisnotaseasyincurdandlowfat
products,duetomixedaudiences,variousculinary
applications,eg.ghee,butterandcheese.
InIndia,themostusedspreadisghee,thenbutter,
cheese,lowfatbutter,margarine,cheesespreadand
mozzarellacheese.
Targetting
Changingretailenvironment
Strikingoutonitsown,withAmulOutletsor
parlourstodeliverconsumerstotalbrandexperience
Launchedin2002,therearenow400Amulparlours
acrossthecountry,whichcontributed3%tothe
brandstotalturnoverlastyear.
Highprofilelocations:Amulparloursaretoday
presentoncampusesofInfosys,Wipro,IIM-A,IITB,Temples,Metrorailandrailwaystationsin
Gujarat.
Positioning
Amassmarketplayer,nopremiumofferings
USPQualitywithaffordability
Upagainstnicheplayersvalueadditiontocustomers
Sheersizeandscaleofoperation
NewofferingsforhealthconsciousandvibrantIndia
Healthandenergydrinks
Stamina,ahealthdrinkmadefrommilkwithaddedvitamin
CagainstRedBullandGatorade,milkbetterthancola.
Aimedatyoungsters,pricedatRs12
Ice-cream
Probioticandsugar-freevariants
Chocolates
sugar-freebrandcalledChoco-Minitotargetthediabetic
Product
Price
Place
promotion
Mission Wethemotivatedanddedicated
workforceatamularecommittedtoproduce
wholesomeandsafefoodsofexcellentqualityto
remainmarketleaderthroughdevelopmentof
qualitymanagementsystem,stateofarttechnology,
innovationandeco-friendlyoperationstoachieve
delightmentofcustomersandmilkproducers.
Vision Amulhasavisiontoprovidemoreand
moresatisfactiontothefarmers,employeesand
distributors.
Tagline ThetasteofIndia.
THANK YOU..!!