MARKETING MIX @

ITS IMPACT

&

Amul as it is popularly know, is a dairy cooperative formed in It

is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

1946. It aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

Amul

is based in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term. Its success has not only been emulated in India but serves as a model for rest of the World.

Amul has spurred the White Revolution of India. It is also the

world's biggest vegetarian cheese brand*.
*Economic Times : Nov 9, 2005

Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total 2012-13): Milk collection (Daily Average 2012-13): Cattle feed manufacturing Capacity: Sales Turnover (2012-13):

17 district cooperative milk producers' Union 3.18 million 16,914 16.8 million liters per day 4.66 billion liters 12.7 million liters

5890 Mts. per day

Rs. 13735 Crores (US $ 2.54 Billion)

The Marketing Mix, which is set of four elements or four P of marketing comprises..

Product Price Place Promotion

Similar to the four P there are four C of marketing..

Customer solution Cost Convenience Communication

A product is anything that satisfies needs or wants and can be offered to the market for exchange. A product can be any goods or services. It can be further classified by variety, design, packaging, quality, brand name, size etc. The product range of Amul comprises milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream, Paneer, chocolates, and traditional Indian sweets, etc. Various Market research activities are undertaken at Amul for new products, customer satisfaction, product life enhancement, etc..

Breadspreads
Amul butter, Amul Lite, Delicious Table Margarine Cheese Range Amul Pasteurized Processed Cheddar Cheese, Amul Processed Cheese Spread, Amul Pizza (Mozarella) Cheese, Amul Emmental Cheese, Amul Gouda Cheese, Amul Malai Paneer (cottage cheese), Utterly Delicious Pizza

Fresh Milk Amul Gold Full Cream Milk 6% fat, Amul Shakti Standardised Milk 4.5% Fat, Amul Taaza Toned Milk 3% fat,Amul Slim & Trim, Amul Cow Milk
UHT Milk Range Amul Gold 4.5% fat Milk, Amul Shakti 3% fat Milk, Amul Taaza 1.5% fat Milk, Amul Lite Slim-n-Trim Milk, Amul Fresh Cream Milk Powders Amul Full Cream Milk Powder, Amulya Dairy Whitener, Sagar Skimmed Milk Powder, Amulspray Infant Milk Food, Sagar Tea and Coffee Whitener Milk Drinks Amul Kool Flavoured Milk, Amul Kool Cafe, Amul Kool Koko,Amul Kool Millk Shaake, Amul Kool Chocolate Milk,Nutramul Energy Drink

Health Drink Stamina Instant Energy Drink Brown Beverage Nutramul Malted Milk Food Curd Products Amul Masti Dahi (fresh curd), Amul Masti Spiced Butter Milk,Amul Lassee, Amul Flaavyo Yoghurt Pure Ghee Amul Pure Ghee, Sagar Pure Ghee Sweetened Condensed Milk Amul Mithaimate Mithaee Range (Ethnic Sweets) Amul Shrikhand, Amul Mithaee Gulabjamuns, Amul Basundi,Avsar Ladoos Ice-cream Sundae Range, probiotic,,sugarfree and probiotic Chocolate & Confectionery Amul Milk Chocolate, Amul Fruit & Nut Chocolate, Amul Chocozoo, Amul Bindass, Amul Fundoo

Since the products cater to various market segments Amul also adopts a segmented packaging strategy.. Packing materials used:

Double laminated packaging is used for export products.

Tin casing used for 400g Army pack

Card board box- used for tertiary packing

Moving consumers from loose milk to packaged milk and gradually move them up the value chain- tetra pack

The prices of Amul products are decided by the GCMMF. The GCMMF conducts market surveys to check the validity & feasibility of prices in the market and accordingly fixes the prices of Amul products. However, the price is inclusive of several elements like:

Cost of milk. Labour cost. Processing cost.

Packaging cost.
Advertising cost. Transportation cost. Sales promotion cost.

Taxes etc.

The GCMMF considers all these cost aspects in the pricing structure to decide the selling price of the products.

It includes a variety of techniques including advertisements, sales promotions, public relations and personal selling to communicate with customers and potential customers. Hoardings designed on the creative basis attract the customers. 50 years after it was first launched, Amul's sale figures have jumped over 25 times in 30 years*, All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.
In order to maintain low cost, AMUL India has never spent more than 1% of its turnover on promotions.

*The Asian Age on March 3, 1996

From one of the first Hoardings in the 1960s

Amul

To Bollywood , Hollywood, Sports & Social causes all fit into the Amul life

Place refers to marketing activities that make products available to consumers at the right time in a convenient location namely the distribution Channels . It is the process of moving
products from the producer to the consumer.

Besides reaching Amul products to consumers through

local retail outlets, Amul has also created a vast network of Preferred Outlets which exclusively sell wide range of Amul products. These Amul Parlours are successfully operating in more than 1400 towns at high streets, residential areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot of Centres of Excellence.

The Amul Model of dairy development is a threetiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.
This Federation (GCMMF) Manages the distribution channels as well as franchise network of Amul Parlours.

Robust Supply Chain The vast and complex supply chain Hierarchical network of cooperatives Stretches from small suppliers to large fragmented markets Low Cost Strategy Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money Diverse Product Mix Breadspreads, Cheese Range, Fresh Milk, UHT Milk Range, Milk Powders, Milk Drink, Health Drink, Brown Beverage, Curd Products, Pure Ghee, Sweetened Condensed Milk, Mithaee Range, Ice-cream, Chocolate & Confectionery Technology initiatives New products Process technology Complementary assets to enhance milk production

Thank You