INTRODUCTION

• FORMED IN 1946, IS A DAIRY COOPERATIVE MOVEMENT IN INDIA.

• A BRAND NAME MANAGED BY GUJARAT CO-OPERATIVE MILK

MARKETING FEDERATION LTD. (GCMMF)

• JOINTLY OWNED BY 2.6 MILLION MILK PRODUCERS IN GUJARAT

• SPURRED THE WHITE REVOLUTION OF INDIA, WHICH HAS MADE INDIA

THE LARGEST PRODUCER OF MILK AND MILK PRODUCTS IN THE
WORLD. HAS FINALLY CREATED A BILLION-DOLLAR BRAND.

• OVERSEAS MARKETS - MAURITIUS, UAE, USA, BANGLADESH,

AUSTRALIA, CHINA, SINGAPORE, HONG KONG AND A FEW SOUTH
AFRICAN COUNTRIES

• FRESH PLANS OF FLOODING THE MARKETS OF JAPAN & SRI LANKA.

• DR VERGHESE KURIEN, FORMER CHAIRMAN OF THE GCMMF -THE

MAN BEHIND THE SUCCESS OF AMUL.
 BUSINESS PROCESS
TIER-1: VILLAGE LEVEL CO-OPERATIVE
SOCIETY
Raw
TIER-2 : “UNION” – PROCESSING , Milk
PRODUCT,MANUFACTURING

TIER-3 : GCMMF- MARKETING STRATEGY

Packaged
Condensed Dried
Milk
Ghee Skimmed
Butter Ice cream
Milk
Cream Beverages
Powder
SEGMENTATION
SEGMENTATION IS ACCORDING TO
NEED, UTILITY, LIFESTYLE, INCOME, TASTE

AMUL BUTTER

In India: GHEEBUTTER CHEESE LOW FAT

BUTTER MARGARINE  CHEESE SPREAD
MOZZARELLA CHEESE
 TARGET MARKET

Changing retail environment

Young & Children

NRI
Hygiene conscious people

Diabetes Customer
High Profile Locations: Infosys, Wipro,
IIM,etc.
 POSITIONING
• TASTE OF INDIA
A MASS MARKET PLAYER, NO PREMIUM OFFERINGS
USP – QUALITY WITH AFFORDABILITY
UP AGAINST NICHE PLAYERS – VALUE ADDITION TO
CUSTOMERS
NEW OFFERINGS FOR HEALTH CONSCIOUS AND VIBRANT
INDIA –

HEALTH AND ENERGY DRINKS : SUBSTITUTE FOR COLAS

AMUL COOL,CHAAS,AMUL KOOL CAFE A HEALTH DRINK
MADE FROM MILK

ICE-CREAM
PROBIOTIC AND SUGAR-FREE VARIANTS
CHOCOLATES
SUGAR-FREE BRAND CALLED CHOCO-MINI TO TARGET
THE DIABETIC
PROMOTION
SUCCESSFULLY ADVERTISED PRODUCTS WITHOUT
USING ANY BIG BRAND AMBASSADOR
ADVERTING HAS CENTERED ON BUILDING A
COMMON IDENTITY – HAPPY HEALTHY CARTOON
POLKA DRESSED GIRL
USED JINGLE THAT REMAIN ON THE MINDS OF
PEOPLE, EVOKING NATONAL EMOTION- TASTE OF
INDIA
USES A VARIETY OF MEDIA TO COMMUNICATE
BILLBOARD CAMPAIGN AT SAME LOCATION-
DADAR TT
AMUL FOOD FESTIVAL
ADVIERISEMENT AT VARIOUS ISSUES INCREASED
FAN FOLLOWING
 ONE OF THE TOP TEN BRAND IN INDIA

 IMPACT WHEN IT CHANGE FROM SAGAR

 CONTROVERCY WITH AMUL MACHO

 BENEFIT WHILE LAUNCHING NEW PRODUCT

• BRAND RECOGNITION
AMUL IS KNOWN IN WORDWIDE ONE
OF THE TOP TEN BRAND IN INDIA

• BRAND LOYALTY
EG. CURRENT MARKET SLACK MADE
CONSUMER TO WAIT FOR AMUL PRODUCTS

• BRAND PENETRATION
NOT ONLY BUTTER IT’S AMUL BUTTER

• BRAND RECALL
TOP BRAND FOR DAIRY PRODUCTS
AMUL’S MAJOR COMPETITORS
MILK
BUTTER &CHEESE
MAHANAND
BRITANIA
MOTHER DAIRY
NESTLE
WARNA

AMUL’S
COMPETITORS

ICE CRÈAM CHOCOLATE

QUALITY WALLS CADBURY
WADILAL NESTLE
PESTONJI
CURD & GHEE
WARNA
NESTLE
GOWARDHAN
FOR MILK :- AMUL ALWAYS ON R&D ,THEY INTRODUCED TETRA PACK
AVAILABLE IN MARKET, NOW INTRO OF FLAVOURED MILK

BUTTER &:- SEGMENTED MARKET & INTRO OF PRODUCT LIKE SALTED

CHEESE BUTTER & LITE AS PER CONSUMER

CHOCOLETE:- TRY TO BE DIFFERENT THAN CAD & NESTLE

CURD & :- CAME WITH ATTRACTIVE PRICE WITH MORE EXPIRY PERIOD
GHEE

ICE CREAM :- GIVEN ATRACTIVE LOOK, AND MORE VARIETY AT

AFFORDABLE PRICE

FOOT ON EVERY SEGMENT OF MILK

PRODUCTION
 MARKETING
DEVELOPING MARKETS FOR ITS PRODUCT WITH
PROPER RESEARCH
CONSUMER CENTRIC STRATEGY FOLLOWED
EASY AVAILABILITY AT MARKET ,
 TRY TO GET B TO C BUSINESS BY USING MEANS LIKE
INTERNET
MAINTAINING A HEALTHY LEVEL OF CUSTOMER BASE
FOR ITS BASE PRODUCTS (LOW VALUE SEGMENT).
 CHANGE PRODUCT ACCORDING TO CONSUMERS
 INTELLIGENT MARKETING OF MILK, ICECREAM AND
BUTTER MILK.
 PRE LAUNCH SURVEY

ALTERATION,
CHANGES,
REVIESED SURVEY AT THE TIME OF
STRATEGY LAUNCH

POST LAUNCH SURVEY

 GREAT SUCCESES

STAMINA
A ENERGY AMUL KOOL
DRINK CHANGED TO
INNITIALY FAILED

POSITIONED
BETTER AS COLD
SEGMENTATION DRINK

VARIETY
 •AMUL’S OWN OUTLETS AT EVERY 1 KM
PROTECTION REDUCES GAP
TO CONSUMERS
RETAILERS

BETTER
MARKET APO ADVERTISING
UNDERSTANDING

AVAILABILITY CONTROL
• IT’S
STRONG BRAND NAME
• HIGH LEVEL OF LOGISTICS
• BETTER DISTRIBUTION CHANAL
• COLD STORAGE FACILITY AT
DISTRIBUTER LEVEL
• PRODUCT AVAILABILITY IN MARKET
• BETTER INFRASTRUCTURE
• STRONG RELATIONSHIP WITH FARMERS
• CONTINIOUS R&D
• HEALTHY RELATIONSHIP WITH
COSTOMERS
1. AMUL MILK

2. AMUL GHEE

3. AMUL BUTTER

4. AMUL CHEESE

5.AMUL KOOL
Expansion to foreign shores

• SIGNED AN AGREEMENT WITH WAL-MART TO STOCK ITS

SHELVES WITH PRODUCTS UNDER ITS AMUL BRAND
NAME.

• INTRODUCED LOW FAT VERSION FOR FOREGN

CONSUMERS

• INTRODUCED GREAT VARIETY TO CONSUMERS AS PER

THEIR TEST

• TARGETED NRI COMMUNITY IN US WITH

UNDERSTANDING THEIR LIFE –STYLE, LIKE READY
PACKING WITH PRODUCT LIKE MITHAI
 A COMPANY INTENDS.....

 TO GIVE WHEEL TO FARMERS

 TO DELIGHT CUSTOMERS

 TO SATISFY STAKEHOLDERS

 TO GET MUTUAL BENEFITS

 TO SUSTAIN GROWTH

 TO BE GLOBAL LEADER

THAT IS….