Beruflich Dokumente
Kultur Dokumente
Limited)
The brand name Amul means “priceless”
Amul was founded in 14 December 1946 in
Anand, Gujarat
Dr. Verghese Kurien is the founder of amul
Amul is managed by the Gujarat Co-operative
Milk Marketing Federation Ltd.
First day production was 250 litres. And
today its 9.1 million litres per day .
Today Amul dairy is no.1 dairy in Asia and no
2 in the world .
Category:Food Products
Sector: Food & Beverages
Low cost strategy
Diverse product mix
Strong distribution network
Robust supply chain
Quality
Service
Availability
Every day amul collects 7 million of milk from
2.6 million farmer ,convert there milk into
branded package products and delivery good
to over 5 lakh retail outlets across the India
Tagline of Amul
The taste of India
Segment: People who need milk and milk
products for day to day use, kids ,health
conscious like amul shakti.
Weakness:
Non availability of customization
Less attractive packaging
Distribution problems
Creating awareness through internet promotions
Growth in this segment is high
enhancing distribution coverage
Threats:
Fierce competition from local brand
Low entry barrier
Less in new strategy plan and promotions
Products :
Amul Ice Creams has a lot of variants in
its product kitty to tempt its consumers like Kulfi,
cones, pack tubs, cups, sticks, choco bars and ice
candies.
Place :
Amul Ice Cream is available in most cities and towns
of India as its product has a Pan-India presence.
Amul Ice Cream has kept a market-
oriented pricing policy for selling its
products.
Promotions :
News paper
Sponsorship
Television, radio
Introduction stage:
MATURITY
The rest of the ice cream flavors are in the maturity
stage ranging from Ice Lickz to vanilla cup ice
creams.
The market share of Amul was declining since it was
facing stiff competition from its competitors in
major metro cities. In order to get back in the game
it introduced Prolife Probiotic and Epic ice creams.
The Amul girl advertising have often been described as one
of the best Indian Advertising concepts because of their
humour.