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Vision of amul
The main Motto of Amul is to help farmer.
A m u l s y s t e m works under objective of highest
P o s s i b l e p r i c e t o t h e m i l k producers and lowest possible
price to consumer. Farmers are p a i d m o n e y i n c a s h
p a y m e n t f o r t h e m i l k . M i l k g i v e s t h e m money for
daily necessities. Amul is the one who started using their profit
for the milk producer common.
AMUL Products
Amul's product range includes milk powders, milk, butter, ghee,
cheese, dahi, yoghurt, buttermilk, chocolate, ice
cream, cream, shrikhand,paneer, gulab jamuns, flavoured
milk, basundi and others. Amul PRO is a recently launched brown
beverage just like bournvita and horlicks offering with protein, DHA
and essential nutrients. In January 2006, Amul launched India's
first sports drink, Stamina, which competes with Coca-
Cola's Powerade and PepsiCo's Gatorade.
Amul offers Mithai Mate which competes with Milkmaid by Nestle
by offering more fat at lower price.
In August 2007, Amul introduced Kool Koko, a chocolate milk brand
extending its product offering in the milk products segment. Other
Amul brands are Amul Kool, a low-calorie thirst quenching drink;
Masti Butter Milk; and Kool Cafe, ready to drink coffee.
Amul's icecreams are made from milk fat and thus are icecreams in
real sense of the word, while many brands in India sell frozen desserts
made from vegetable fat.
Amul's sugar-free Pro-Biotic Ice-cream won The International Dairy
Federation Marketing Award for 2007.
There is a change in the status of women. Generally income from milk is consider
them. Men concede that those women should have a say in how this money is to b
Amul is responsible for one of the most unique and longest running
outdoor campaign as well as one of the most known outdoor
advertising characters The Amul girl. We would like to take this
opportunity to specially thank Mr Eustace fernandes, the creative
brain behind the sweet girl. But we should know by now that the
Amul girl is hardly sweet or cute. She is known to be the naughtiest
advertising girl ever. Amul hoardings mainly feature the current news
and are used to take a tongue in cheek viewpoint at current
happenings. However, each advertisement hits the nail on the head.
The promotions of Amul are mainly for butter but for all the other
products there is hardly any promotions. During the launch of
products, Amul is known to go ATL and advertise milk, butter etc.
The Smita Patil ad wherein Smita patil is shown as a village
milk collector is one of the most famous ads for Amul. But overall,
the main advertisement is BTL through outdoor, trade promotions,
discount schemes and sales promotions.
The major reason for Amuls absence in hard core advertising is that
Amul does not want to give away margins in advertising its products.
As per Amul, their maximum budget for advertising is 1% of the
turnover. Above and beyond that will directly affect the cost of the
product. And the major reason for Amuls strong presence in the
market is its excellent quality combined with the affordable price.
Thus, overall promotions will always be low for Amul except for the
outdoor advertising of Amul butter.
This concludes the marketing mix of Amul. The bottom line is that we
love that an Indian brand like Amul has reached such staggering
heights and that we are a part of the time when such a white
revolution took place.
Amul is one of the largest milk and milk based products manufacturer
in India. Known to be the founder of the white revolution in India,
Amul has some strong products and brands up its sleeves, strongest of
them being Amul ice cream. Similarly, the Milk & Dairy products
company has a very in depth product portfolio including cheese,
butter, curd, chocolates, ice cream, and others. You can visit the
following link to refer to the marketing mix of Amul. However,
following are the points in the SWOT analysis of Amul.
1. Very high market share in ice cream Amul has the top
market share in ice cream segment which further helps it push
other products into the market.
An Overview
Amul has some good competitors who have entered the market in the last
decade and growing strong steadily. Most of these ice creams entered regionally
but then held on to the regional market share. Thus, even though individually
these brands might not be a worthy adversary, combined and with their total net
aggregate, all of them together are giving a very tough competition to Amul.
Some of these competitors are Kwality walls, Vadilal, Havmore, Dinshaws,
Arun Ice cream, Baskin Robbins, London dairy and others. Many of these ice
cream products have their own niche or geographic targets. Arun ice cream is
strong in the south whereas Havmor and Vadilal are strong in the west. Besides
these organized players, there are many unorganised local players who also give
competition to Amul by having their own outlets and their own variants of ice
cream. However, the competition in Butter and Cheese and other dairy products
is far lesser.
The typical customers of Amul belong to the Sec B and Sec C segment wherein
they are either middle class or lower class. Amul in general uses mass
marketing and therefore it targets these 2 classes majorly. The high end
customers are more likely to prefer Naturals, a Baskin Robbins, or any other
such brand which meets their taste and status.
Tagline The taste of India.
Mission
We the motivated and dedicated workforce at amul are committed to produce
wholesome and safe foods of excellent quality to remain market leader through
development of quality management system, state of art technology, innovation
and eco-friendly operations to achieve delightment of customers and milk
producers.
Vision
Amul has a vision to provide more and more satisfaction to the farmers,
employees and distributors.