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    Amul Grp2

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    Harsha Ankareddy
    This 3-tier system consists of village dairy cooperatives affiliated with district-level milk unions, which are federated into state-level milk federations. Milk is collected at the village level, processed at the district level, and products are marketed at the state level. Known as the "Amul Model", this cooperative structure has helped India become the world's largest milk producer.

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    Amul Grp2

    Uploaded by

    Harsha Ankareddy
    71 views6 pages
    This 3-tier system consists of village dairy cooperatives affiliated with district-level milk unions, which are federated into state-level milk federations. Milk is collected at the village level, processed at the district level, and products are marketed at the state level. Known as the "Amul Model", this cooperative structure has helped India become the world's largest milk producer.

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    Amul_Grp2

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    This 3-tier system consists of village dairy cooperatives affiliated with district-level milk unions, which are federated into state-level milk federations. Milk is collected at the village level, processed at the district level, and products are marketed at the state level. Known as the "Amul Model", this cooperative structure has helped India become the world's largest milk producer.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    71 views6 pages

    Amul Grp2

    Uploaded by

    Harsha Ankareddy
    This 3-tier system consists of village dairy cooperatives affiliated with district-level milk unions, which are federated into state-level milk federations. Milk is collected at the village level, processed at the district level, and products are marketed at the state level. Known as the "Amul Model", this cooperative structure has helped India become the world's largest milk producer.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 6

    3 tier system

    This structure consists of a dairy


    cooperative society at the village
    level affiliated to a milk union at
    the district level which in turn is
    federated into a milk federation at
    the state level.
    Milk collection is done at the
    village dairy society, milk
    procurement and processing at
    the District Milk Union and milk
    products marketing at the state
    milk federation.
    This patter of amul is known as
    'Amul Model' or 'Anand Pattern.
    This model has helped India to
    emerge as the largest milk
    producer in the world.
    Question 2

    What according to you the marketing


    programmes different from its competitors?
    Marketing Mix
    Product:
    Amul has a very diverse
    product range in its
    marketing mix
    Tracks consumer needs
    & their changing
    lifestyles, & accordingly
    develops products to
    suit their needs. Product
    quality plays a
    paramount role & so
    does packaging.
    Amul has always been
    known for coming up
    with new innovative
    products for different
    customer segments
    Price:
    The main USP of Amul brand is its low pricing..
    The competitive advantage is its backward integration strategy, which helps
    substantially in cost reduction.

    Place:
    Has an enormous distributive channel which covers almost all parts of our country
    Any food company requires a dedicated cool chain network. Amul boasts of the largest
    cold chain network (18000 refrigerators) in India, as compared to any other company.
    Amuls whole model works on collecting the raw material in mass and then keep it
    chunking down into small and small size which finally reaches as a single unit to
    consumer.
    There are two distinct channels through which Distribution occurs in Amul. One is the
    acquisition channel which is in charge of gathering of Milk through dairy co-agents. The
    other is the distribution channel which is in charge of circulating the concluded item to
    the end clients
    Hence Amul is able to deliver it products to consumers at an affordable price
    Promotions
    The Amul girl.-one of longest and
    successful campaign with a promotional
    character
    Generally uses the current news
    scenario in their promotion that too in a
    little sarcastic manner which connects
    the user.
    Most of their promotion is mainly
    for butter. As Amul has always stand
    at the top edge so it doesnt spends
    more than 1% of its revenue on
    promotion because it would directly
    influence the cost of product.
    Amul online app to deliver products
    to e-commerce users. This app also
    has helped Amul in promoting their
    brand through different social media
    sites i.e. through digital marketing.
    STP : Positioning
    A Butter to be used in ones daily meal
    Targeting POP: it has a little more salt in it which
    A mass market player gives it that delicious flavour
    No premium offering POD: Brand
    USP: Quality with affordability caters the needs of middle to upper
    Helped to create its brand image in middle class customers
    Household sector
    The target audience is the regular Customer based segmentation
    middle class people. This is because Kids Amul kool ,chocolate,Amul milk ,Energy Drink
    higher end customers do have a lot of Youth-Amul pizza,Pizza cheese
    high end products as an alternative in Women-Amul Calci+
    ice cream. Calorie Conscious-Amul lite butter,skimmed milk
    However, for other products like powder
    Butter and cheese, both high end and Health conscious- Nutramul ,Amul shakti
    low end customers is the target Industry Based Segmentation:
    Milk: Ice cream manufacturers ,Food chains,
    coffeeshop chains
    Butter/cheese/ghee- Bakery ,Pizza and snack
    retailers

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