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    The Taste of India: By-Jayant Pallavi Divyasri Manika Nataraj Sreehar

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    singhbenipal93
    Verghese Kurien, known as the father of the White Revolution in India and the Milkman of India, was born in 1921 in Kerala. He established the first milk cooperative in India in 1946. The cooperative was later named Amul and officially launched in 1955. Amul is now India's largest food products company, with over 3 million milk producers as members. It handles over 11 million liters of milk per day and manufactures products like milk, butter, cheese, and ice cream. Amul focuses on quality, value for consumers, and increasing awareness of its brand.

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    The Taste of India: By-Jayant Pallavi Divyasri Manika Nataraj Sreehar

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    singhbenipal93
    38 views17 pages
    Verghese Kurien, known as the father of the White Revolution in India and the Milkman of India, was born in 1921 in Kerala. He established the first milk cooperative in India in 1946. The cooperative was later named Amul and officially launched in 1955. Amul is now India's largest food products company, with over 3 million milk producers as members. It handles over 11 million liters of milk per day and manufactures products like milk, butter, cheese, and ice cream. Amul focuses on quality, value for consumers, and increasing awareness of its brand.

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    AMUL

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    Verghese Kurien, known as the father of the White Revolution in India and the Milkman of India, was born in 1921 in Kerala. He established the first milk cooperative in India in 1946. The cooperative was later named Amul and officially launched in 1955. Amul is now India's largest food products company, with over 3 million milk producers as members. It handles over 11 million liters of milk per day and manufactures products like milk, butter, cheese, and ice cream. Amul focuses on quality, value for consumers, and increasing awareness of its brand.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    38 views17 pages

    The Taste of India: By-Jayant Pallavi Divyasri Manika Nataraj Sreehar

    Uploaded by

    singhbenipal93
    Verghese Kurien, known as the father of the White Revolution in India and the Milkman of India, was born in 1921 in Kerala. He established the first milk cooperative in India in 1946. The cooperative was later named Amul and officially launched in 1955. Amul is now India's largest food products company, with over 3 million milk producers as members. It handles over 11 million liters of milk per day and manufactures products like milk, butter, cheese, and ice cream. Amul focuses on quality, value for consumers, and increasing awareness of its brand.

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    of 17

    AMUL

    THE TASTE OF
    INDIA

    By-
    JAYANT
    PALLAVI
    DIVYASRI
    MANIKA
    NATARAJ
    SREEHAR
    Name- Verghese Kurien

    Born- November 26, 1921 at


    Kozhikode, Kerala

    Known- father of the White


    Revolution in India.
    He is also known as the
    Milkman of India.
     The brand name Amul means “AMULYA”. This word derived form the
    Sanskrit word “AMULYA” which means “PRICELESS”.

     In the year 1946 the first milk union was established. This union was started
    with 250 liters of milk per day.

     The union was known as KAIRA DISTRICT CO-OPERATIVE MILK


    PRODUCERS UNION. This union selected the brand name AMUL in 1955.

     Shri Pandit Jawaharlal Nehru,


    the prime minister of India
    declared it open at Amul dairy
    on November 20, 1955.
     G.C.M.M.F. Means GUJARAT
    CO-OPERATIVE MILK
    MARKETING FEDERATION
    LTD.
     Gujarat Cooperative Milk
    Marketing Federation (GCMMF) is
    India's largest food products
    marketing organization.
     Members: 13 district cooperative milk producers' Union
     No. of Producer Members: 2.79 million
     No. of Village Societies: 13,328
     Total Milk handling capacity: 11.22 million litres per day
     Milk collection (Total - 2008-09): 3.05 billion litres
     Milk collection (Daily Average 2008-09): 8.4 million litres
     Milk Drying Capacity: 626 Mts. per day
     Cattlefeed manufacturing Capacity: 3500 Mts per day
    T S
    U C
    O D
    P R
     Product Positioning Strategy
     Product Re-Positioning Strategy

     Product Overlap Strategy

     Product Design Strategy

     Product Elimination

     Diversification Strategy

     Value Marketing Strategy


    Placing a product in that part of the
    market where it will receive a
    favorable reception compared to
    competing products.
     New Competition
     Change in consumer preference
     Wrong original positioning

     Amul marketed bottled water product


    named “JALDHARA” but due to less
    potential in the market it turned out to
    be blunder.
     Now Amul is all set to launch bottled
    water “NARMADA NEER”.
    • Situation where company
    decides to compete
    against its own brands.

     Amul Processed Cheese Vs Cheese


    Spread
     SAGAR Vs Amulya Powered Milk
     Nutramul Energy Drink Vs Amul Kool
    “Whether to offer standard or customized products.”

     Product reaches the stage where continued support is no


    longer justified where performance is falling short of
    expectations, it is desirable to pull the product out of the
    market place.

    “ It eliminated “JALDHARA” a decade ago as Bottled water


    product do not have potential customers”.
    Providing a product that works as
    claimed, is accompanied by decent
    service, and is delivered on time.
     Commitment to quality.
     Value for money
     The generation for awareness.
     Fostering Of Loyalty
     R&D
    • Increase taste and Quality of the products
    • Diversified products
    • Eco Friendly packaging
     Future Strategy
    • To be the number one in milk product
    • Spread business in World Wide
    • Adopting the technology as required
    STRENGTHS WEAKNESS
    WIDE RANGE OF PRODUCTS NEED TO FOCUS ON OTHER
    AFFORDABLE PRICE PRODUCTA AS WELL
    EFFECTIVE AD CAMPAIGN
    DISTRIBUTION NETWORK IMPROVE ON ROAD TRANSPORT
    DIVERSIFICATION INFRASTRUCTURE
    BRAND IMAGE
    OPPORTUNITY THREATS
    EXPORT SEGMENT GOOD INCREASING POPULATION
    MARKET INCREASING REQUIRMENT
    ENTRY IN RETAILING
    PACKAGED SWEETS MARKET ADULTERATION
    SPORTS DRINK NEW MARKET DIFFICULT TO EXPAND
    E-COMPETENCY FOR SCM POPULATION OF MILCH ANIMAL
    In order to bring the dreams into reality and for
    turning liabilities into assets one must have to meet
    the needs of the customers.
    The factors considered by the customer before
    purchasing milk are freshness, taste, thickness and
    easy availability.

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