Submitted to: Prof.

Kamal gupta

Prepared by : Anuj Kumar Bajpai Deepak kumar Manoj Mishra Dushyant singh

HISTORY
Formed in 1946 Dairy Cooperative based in

Anand,Gujrat Brand name taken from Sanskrit word Amoolya means Precious Managed by GCMMF Reason for Establishment: Exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand.

Factors that made AMUL success

Product diversification Technology and Einitiatives

Robust Supply chain

Promotions: Topical

Amul
Mascot: Amul Baby

Availabilit y, VFM, Quality

Pricing Strategy

Product line ,Brands Varient of Amul

Product line Amul milk Bread spread

Cheese UHT milk

Beverage range

Icecream Paneer Dahi Ghee Milk powders Nutramul Mithai range Mithai mate Chocolates Fresh cream Pouch butter milk

Brand and varients Amul gold ,Amul taza Amul butter ,Amul lite ,Delicious table margarine ,Amul cooking butter Amul processed cheese ,Amul emmental cheese ,Amul gauda cheese ,Amul cheese spreads,Pizza mozzarella cheese Amul gold milk ,Amul taza,Amul calci,Amul lite milk Amul kool flavoured milk , Amul kool caf ,Amul kool koko,Amul kool milk shake,Amul stamina can,Nutramul energy drink ,Amul spiced buttermilk ,Amul kool Lassee,Amul prolife lassee,Amul prolife butter milk Amul ice cream (cone120ml,100ml,80ml,50ml),Cup(125ml,100ml,80ml,90ml,40ml),Plastic container (1 litre,750 ml,500 ml,125ml,100ml,80ml,60ml),stick(70ml,60ml,40ml),take home(Bulk packs(5 litre,4 litre),take home packs(2.2 litre,1.5 litre,1.25 litre,1 litre),combo packs (750ml+750 ml free) and family packs (500 ml,250 ml ) Amul malai paneer Amul masti dahi,Amul probiotic dahi,Amul flaavyo Amul ghee,Sagar ghee,Amul yellow(cow)ghee Amul spray ,Amulya ,Sagar skimmed milk powder,Sagar tea coffee whitener,Full cream milk powder Nutramul Amul shrikhand, Amul gulab jamoon,Amul basundi, Amul avsar ladoo Amul mithai mate Amul chocolate ,Amul chocozoo ,Chocolate syrup,Amul wafer chocolates,Amul rejoice resorted chocolates,Amul cooking chocolates, Amul fresh cream Amul pouch butter milk

Brand Portfolio

Sales turnover of Amul

YEAR 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2002-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 PRODUCTION(in million) 65 68 71.5 74.8 78 84.5 87.5 92 97 102.3 105.3 110.2 113.5 118 121.3 126.4 TURN OVER(in mollion) 13970 14280 14890 18576 20470 22120 22680 23590 25780 26890 28980 30790 30980 32560 34900 40980

3 Cs of AMUL
Company
Largest milk brand in Asia. It is no. 1 in Asia and no. 2 in the world Market leader(85%) in ghee and butter Very strong supply chain Quality with affordability Satisfied and Loyal Move from loose to packaged milk Improved socio-eco conditions of the customers, has changed their lifestyle and thus the scope for product innovation has increased.
Amul has to defend against Mahananda, Vijaya, Milma Aggressive moves against Britannia, Nestle, Mother Dairy, Kwality Amul has a competitive sustainable advantage. This lies in the procurement part Intelligent Marketing via "AMUL BABY"

Customer

Competitor

The Taste of India

Brand Logo Brand Name Brand Slogan

Brand Mascot: Amul Girl

AMUL Brand Elements

Brand Jingle

Factors which helped Amul to build Brand Image

Quality
Value for money Availability

Service

ADVERTISEMENT STRATEGY
Traditional Method: Focus on food products
Amul changed the way food products were communicated to the people in India. Focus on mother brand Amul, and not its products like butter, pizzas, or cheese.

Brand identity of Amul

PHYSIQUE Amul girl Slogan The taste of India the punch line PERSONALITY Innocent Patriotic RELATIONSHIP Socially evocative Friend CULTURE Indian values Cooperative

REFLECTI ON

Modern and stable

Social observer SELF-IMAGE

Socially responsible
Truly Indian Health-Conscious

Product Related Attributes of AMUL

Low cost, Availability of the products, Quality, Good taste, Topical i.e. associating the product with a recent happening, Distinctive packaging, Nutritious value, Delicious, Healthy, Hygiene, Pure, Flavor, Fresh, And reliable.

Competitors of Amul
Products Butter Cheese Baby Food Dairy Whitener Segment Ice Creams Chocolates and Confectionaries Pizza Curd Ultra High Treated Milk Sweet Condensed Milk Paneer Milk Additives Flavored Milk Competitors Britannia,Nestle Britannia Nestle,Heinz Britannia,Nestle HUL Cadbury,Nestle Pizza Hut,Dominos Nestle, Mother Dairy Britania, Nestle Nestle Brtiannia Cadbury, Smithkline Beecham Britannia, Nestle

The Amul model

Three-tiered structure
Establishment of a direct linkage between milk

producers and consumers by eliminating middlemen Milk Producers (farmers) control procurement, processing and marketing Professional management

Butter market in India

Traditional product, dominated by unorganized sector
Branded butter available - salted and unsalted Co-operatives dominate organized segment

Major brands (manufacturers) - Amul (GCMMF),

Vijaya (AP), Aavin (TN), Nandini (Karnataka) New Entrant: Britannia

Strategies for Amul

Maintain loyality of Reduce product depth Maintain relationship

customers Maintain relationship with dealers Focus more on mother brand Amul butter Better promotion compare to competitors

with suppliers Brand Ambassador Target health conscious customers

Thank You!