Company profile

Formed in 1946,is dairy co-operative movement in India.

A brand name managed by Gujarat Co-operative Milk

Marketing Federation(GCMMF)

Jointly owned by 2.6 million milk producer in Gujarat.

Spurred the white revolution of India, which has made India the
largest producer of milk and milk product in the world.

Overseas market Mauritius, UAE, USA, Bangladesh, Australia.

Dr. Verghese Kurien former chairman of GCMMF the man

behind the success of Amul.

AMUL – THE TASTE OF INDIA

Marketing Mix of AMUL

RODUCT

RICE

ROMOTION

LACE

AMUL – THE TASTE OF INDIA

AMUL – THE TASTE OF INDIA
 Product mix
Cheese Cooking Desserts Health drink

• Amul • Amul pure • Amul ice – • Nutramul

pasteurized ghee cream • Amul shakti
processed • Amul • Amul health food
cheese cooking shrikhand drink
• Amul butter • Amul mithai
cheese
spreads
• Amul malai gulabjamun
• Amul
paneer • Amul
emmentel • Utterly chocolates
cheese delicious • Amul lassi
• Amul pizza pizza • Amul
mozzarella • Masti dahi basundi
cheese
• Gouda
cheese

AMUL – THE TASTE OF INDIA

 Bread spread Milk drinks Powder milk Fresh milk
• Margarine • Amul kool • Amul spray • Amul fresh
Amul butter milkshake infant milk milk
• Amul lite • Nutramul food • Amul gold milk
• Delicious energy drink • Amul instant • Taza double
table • Amul kool full cream toned milk
flavoured powder • Amul lite slim
bottled milk • Sagar skimmed and trim milk
• Amul masti milk powderr • Amul fresh
spiced • Sagar tea coffe cream a
buttermilk whitener • Amul shakti
• Amul kool • Amul dairy toned milk
thandai. whitener • Amul calci plus

AMUL – THE TASTE OF INDIA

 PRODUCT DEPTH
1. Royal Treat Range
(Butterscotch, Rajbhog, Malai Kulfi)

2. Nut-o-Mania Range
(Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted
Almond)

3. Nature's Treat
(Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh
Strawberry, Black Currant, Santra Mantra, Fresh
Pineapple)

AMUL – THE TASTE OF INDIA

 Line extension

Processed cheese Mozzarella cheese Emmental cheese

AMUL – THE TASTE OF INDIA

 Line filling and pruning
 Introduced India’s First Pro-Biotic Wellness Ice cream
& Sugar Free Delights For Diabetics.

LINE FILLING

 Jaldhara- bottled water product

AMUL – THE TASTE OF INDIA

 STRETCHING DOWN

AMUL – THE TASTE OF INDIA

 Packaging

AMUL – THE TASTE OF INDIA

 labeling
Made from Butter, Common Salt, permitted natural colour- Annatto
Composition
Milk Fat 80% Salt 2.5%
Moisture 16% Curd 0.8%
Calorific Value: 720 kcal./100g
Special Features
Made from fresh cream by modern continuous butter making
machines.
Product Specification
Meets AGMARK standard and BIS specifications
No.IS:13690:1992
The network follows an umbrella branding strategy.

Amul is the common brand for most product categories

produced by various unions

Amul's sub-brands include variants such as Amulspray,

Amulspree, Amulya and Nutramul.

 The edible oil products are grouped around Dhara and

Lokdhara,

Fruit drinks bear the Safal name.

AMUL – THE TASTE OF INDIA

AMUL – THE TASTE OF INDIA
 Pricing objectives OF amul.

Survival.

Capture market share.

To provide service to all income group.

AMUL – THE TASTE OF INDIA

Amul butter:
100gm – Rs.18
Competitor: Mother Diary 100gm- Rs.19

Amul cheese:
200gm – Rs.55
Competitor: Britannia cheese – 200gm –Rs.70

AMUL – THE TASTE OF INDIA

Amul Ghee:
1 Lit. – Rs.190
Competitor: Gits. 1 Lit. - Rs.210

Amul Kool Milk shake

200ml – Rs. 15
Competitor: Nestle Milk Shake – 200ml –Rs.20

AMUL – THE TASTE OF INDIA

Sr.No: Product Pack size Max.Retail price

1. Amul Butter 100g Pack Rs. 18

2. Amul Butter 500g Pack Rs. 92

3. Amul Lite Lowfat 200g tub Rs. 32

Breadspread
4. Amul Cheese 400g Tin Rs. 105

5. Amul Cheese Slices 200g Pack Rs. 70

6. Amul Cheese Chiplets 200g Pack Rs. 60

7. Amul Cheese 1 kg Block Rs. 197

8. Amul Shrikhand 200g Elaichi Rs. 21

9. Amul Chocolates 35g Fruit & Nut Rs. 16

10. Amul Mithaee Gulab 1kg. Rs.100

jamun

AMUL – THE TASTE OF INDIA

 Value Pricing.

 Penetration Pricing.

AMUL – THE TASTE OF INDIA

AMUL – THE TASTE OF INDIA
Advertising philosophy "to be simple, fresh and innovative".
 The clean, emotion-based ads.
 Amul ads -creative, apt for the current situation.
The Amul ads are one of the longest running ads based on a
theme, now vying for the Guinness records
1% of its turnover on promotions.
Not spending more than Rs 2 crore on Amul butter.

AMUL – THE TASTE OF INDIA

 Billboard campaign
First billboard came up in 1967
For the first one year the ads made statements of some kind
Later many topical adds came into existence
when Mumbai first saw the beginning of the Hare Rama Hare
Krishna movement
Amul came up with a clincher — ‘Hurry Amul, Hurry Hurry’

AMUL – THE TASTE OF INDIA

AMUL – THE TASTE OF INDIA
 Promotion by events

Amul Chef of the Year, 2009 contest

Amul Maharani Contest, 2008-09
Amul Food Festival Contest
Winners of Slogan likho Disneyland dekho contest
Winners of "Amulya Fly to Bangkok Contest―
Sponsoring amul star voice of india

AMUL – THE TASTE OF INDIA

 RURAL
MARKETING

DIRECT MARKETING

RURAL
MARKETING

AMUL – THE TASTE OF INDIA

AMUL – THE TASTE OF INDIA
 Amul- Place
Channels

Coverage

Assortments

Locations

Inventory

Transport

Its supply chain one of the most complicated in the world.

Amul has plans to create a large chain of such outlets to be

managed by franchisees throughout the country.
 Channel
Online (Internet):
Amul cyber store
Icecrem cyber store

Direct retailing through "Amul Utterly Delicious" parlours :

Major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad
and Surat.
Presently 1,500 parlours and plan to open 10,000 of them by 2010

Retailers:
Currently online are Chennai and Calcutta
Chennai, Kolkata, Nasik, Jalgaon, Aurangabad, Delhi, Raipur, Jodhpur,
Udaipur, Pune, Siliguri / Durg, Kota.

Wholesalers:
Producer Co-operatives: This type of distribution organization is formed
by agricultural producers for selling their produce in the local market.

 Network of over 3,500 distributors

 Coverage

India:
Covering 13,000 villages benefiting 2.7 million farmers
Collection 447,000 liters of milk/day from 2.12 million farmers .
Delivery of goods to over 500,000 retail outlets across the
country
Members: 13 district cooperative milk producers' Union
No. of Producer Members: 2.7 million
No. of Village Societies: 13,141

International Markets:
Available in over 40 countries.

AMUL – THE TASTE OF INDIA

 Locations
The major markets are the US, West Indies, countries in Africa, the Gulf region,
Singapore, the Philippines, Thailand, Japan and China.

Some Amul Parlours in the country run by the company or its wholesale
dealers:
Delhi Metro Rail Corporation
The Somnath Temple
National Institute of Design
Infosys Technologies in Bangalore, Mysore & Pune
Wipro campus in Bangalore
L.J. College, Ahmedabad
Ahmedabad Airport
Surat Municipal Corporation
Delhi Police
Gujarat State Raod Transport Corporation
Jubilee Mission Medical College, Trichur, Kerala
Sanjay Gandhi Hospital Parlour, Amethi
Indian Institute of Management, Kolkata
Cafe Amul, MDG, Gandhinagar
 Inventory

47 depots with dry and cold warehouses of entire range of

products.

Total Milk handling capacity: 10.21 million litres per day

Milk collection (Total - 2007-08): 2.69 billion litres

 Milk collection (Daily Average 2007-08): 7.4 million litres

 Milk Drying Capacity: 626 Mts. per day

 Cattlefeed manufacturing Capacity: 3090 Mts per day

AMUL – THE TASTE OF INDIA

 Transport

Transport cans
Engages in route scheduling
has dedicated vehicle operations.

Assortment
Amul’s dominance: Products like cheese, butter, liquid milk
and yogurt sectors

AMUL – THE TASTE OF INDIA

 Amul Strategy

Supply Chain
Collection Chain

Weighing the milk Storing the milk

Determination of fat content Processing the milk

Calculation of the purchase price Distributing the milk

AMUL – THE TASTE OF INDIA

AMUL SUPPLY CHAIN
Farmers

Village Village Local Milk Sold to

Cooperative Cooperative Restaurants/Other Village &
Societies Societies (with Milk related Local Residents
(without Chilling Chilling Units) businesses
Units)

Network Milk Processing Chilling Plants

Services Union &
* Veterinary Warehouses
Services
* Animal Warehouses
Husbandry
* Animal
Feed Factory
* Milk Can Wholesalers/C&S
Producers
* Agriculture Retailers Home Delivery
University Contractors
* Rural Mgmt
Institute
* Trucking CONSUMERS CONSUMERS
Facilities

AMUL – THE TASTE OF INDIA

CRISIL ‘AAA’ and ‘P1+’ for GUJARAT
COOPERATIVE MILK MARKETING
FEDERATION’ bank facilities

Rs. 0.23 Billion Cash Credit Limit AAA/Stable(Assigned)

Rs.7.5 Billion Bill Discounting P1+(Assigned)

Rs. 0.30 Billion Short Term Bank Facility P1+(Assigned)

Rs.40 Million Letter of Credit P1+(Assigned)

Rs.40 Million Bank Guarantee P1+(Assigned)

AMUL – THE TASTE OF INDIA