Scribd
Upload
396 views22 pages

Amul

Amul was formed in 1946 as a dairy cooperative in India owned by 2.6 million milk producers. It collects over 10.5 million liters of milk daily from farmers, converts it into branded packaged products, and distributes them nationwide through 500,000 retail outlets. Amul uses market research to understand customer needs and segments the market. Its marketing mix includes a wide portfolio of dairy products at affordable prices distributed globally through various promotional strategies centered around its iconic mascot.

Uploaded by

anushri
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
396 views22 pages

Amul

Amul was formed in 1946 as a dairy cooperative in India owned by 2.6 million milk producers. It collects over 10.5 million liters of milk daily from farmers, converts it into branded packaged products, and distributes them nationwide through 500,000 retail outlets. Amul uses market research to understand customer needs and segments the market. Its marketing mix includes a wide portfolio of dairy products at affordable prices distributed globally through various promotional strategies centered around its iconic mascot.

Uploaded by

anushri
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
You are on page 1/ 22

PRESENTED BY

DIPTI TAWTE 54 RUPALI GAVADE 14

ANUSHRI 5/2/12

AMUL HISTORY
FORMED IN 1946 IN A DAIRY CO-OPERATIVE MOVEMENT INDIA. GCMMF (GUJRAT CO-OPERATIVE MILK MARKETING FEDRATION Ltd. JOINTLY OWNED BY 2.6 MILLION MILK PRODUCERS Click to edit Master subtitle style IN GUJRAT. OVERSEAS MARKETS. DR.VERGHESE KURIEN FORMER CHAIRMAN OF

GCMMF. WHITE REVOLUTION FINALY CREATED A BRAND.


5/2/12

AMUL PRODUCTS

5/2/12

AMUL BUSNESS MODEL

EVERY DAY AMUL COLLECTS MORE THEN 10.5 MILLION LITERS OF MILK FROM 2.8 MILLION FARMERS.

RAW MILK

CONVERTS THE MILK IN TO BRANDED PACKAGED PRODUCTS AND DELIVER IT TO 5,00,000 RETAIL OUTLETS ACROSS THE COUNTRY. 5/2/12

CONDEN S-ED BUTTER GHEE CREAM

PACKAG ED MILK ICE CREAM BEVERA GE

DRIED SKIMED MILK POWDE R

MASCOT
UTTERLY BUTTERLY DELICIOUS AMUL

Click to edit Master subtitle style

5/2/12

5/2/12

MARKET RESEARCH & INFORMATION

PEOPLE WANT,NEED OR BELIEVE DISCOVERING HOW THEY ACT

KNOWN THE PRICES OF DIFFERENT COMMODITIES KNOWING THE SUPPLY AND DEMAND

5/2/12

MARKET SEGMENTATION

MARKETING OF GROUPING A MARKET INTO SMALLER SUB-GROUPS. NICHE MARKET OR SPECIALITY MARKET.

PURPOSE OF SEGMENTATION IDENTIFY AND TARGET THE PRIME 5/2/12 CUSTOMER.

MARKETING MIX OF AMUL


PRODUCT PRICE PLACE

5/2/12

PRODUCT FOR EVERYONE

Amul Never Forgets Its Primary Customer. Product For Kids. Product For Youth. Product For Health Concious People.

5/2/12

PRODUCT STRATEGY

Product Design Product Diversificatio n

5/2/12

Product

PRODUCT PORT FOLIO


CATEGORY
BUTTER,GH EE CHEESE ICE CREAM CHOCOLAT E

MKT SHARE
85% 50% 32% 10%

MKT POSITION
1 1 2 3

5/2/12

PRICE

PRICING OBJECTIVES OF AMUL


SURVIVAL. CAPTURE MARKET SHARE. TO PROVIDE SERVICE TO ALL INCOME GROUP.

5/2/12

PLACE: A GLOBAL DISTRIBUTOR


GCMMF is Indias largest exporter of Dairy Products.

Click to GCMMFedit Master subtitle style the APEDA has received Award from Government of India for Excellence in Dairy Product Exports for the last 11 years.

5/2/12

PLACE: A GLOBAL DISTRIBUTOR

Amul has entered overseas markets. Other potential markets are Japan and Sri Lanka. Leading Indian Brand in Asia. Signed an agreement with Wal-Mart.

5/2/12

PROMOTION STRATEGY

Catchy Lines. Advertising. Public Relations. Sales Promotion.

5/2/12

5/2/12

PROMOTION STRATEGY

Food Festivals. Promotes brands in rotational cycle.

5/2/12

POSITIONING STRATEGY

ADVERTISING STRATEGY UMBRELLA BRANDING STRATEGY

5/2/12

ADVERTISING STRATEGY

POPULAR PUN WORDS. USING BILLBOARDS WITH A HUMOROUS TAKE ON CURRENT EVENTS & IS UPDATED FREQUENTLY.

5/2/12

UMBRELLA BRANDING STATEGY

COMMON BRAND NAME FOR MOST ADVERTISEMENT OF ITS PRODUCTS ACROSS CATEGORIES. COMMON BRAND FOR MOST PRODUCT CATEGORIES LIKE LIQUID MILK ,BUTTER, GHEE,etc.

5/2/12

THANK YOU.!

5/2/12

You might also like