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 Parent Company:Amul (Anand Milk Union

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.

 Target Group: Lower, Middle and upper


middle class families, a mass market player .

 Positioning:Amul is an Indian brand


producing superior quality milk & dairy
products.
 Kwality wall’s
 Mother dairy
 Baskin and Robbins
 Vadilal
 Biggest sourcing base for milk
 39% of market share is in the national ice cream
market
 Penetration pricing strategy
 Reputation of high quality

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:

This stage in the cycle was the most expensive


for Amul for launching a new product. The size
of the market for the product was small, which
means the sales was supposed to be low. But
here in Amul it was increasing. Currently, the
new ice creams introduced by Amul Epic.
In the growth stage the brand had come up with ice
creams for the health conscious customers.
Sugar free, Amul Prolife Probiotic ice creams.

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.

 2000 - "Utterly butterly girl come alive" through television


ads with "Cheese boy"

 2007 - India's first pro-biotic wellness ice-cream delights for


diabetes

 "Fresh Paneer" free from harmful chemicals.

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