AMUL

THE TASTE OF
INDIA

By-
JAYANT
PALLAVI
DIVYASRI
MANIKA
NATARAJ
SREEHAR
Name- Verghese Kurien

Born- November 26, 1921 at

Kozhikode, Kerala

Known- father of the White

Revolution in India.
He is also known as the
Milkman of India.
 The brand name Amul means “AMULYA”. This word derived form the
Sanskrit word “AMULYA” which means “PRICELESS”.

 In the year 1946 the first milk union was established. This union was started
with 250 liters of milk per day.

 The union was known as KAIRA DISTRICT CO-OPERATIVE MILK

PRODUCERS UNION. This union selected the brand name AMUL in 1955.

 Shri Pandit Jawaharlal Nehru,

the prime minister of India
declared it open at Amul dairy
on November 20, 1955.
 G.C.M.M.F. Means GUJARAT
CO-OPERATIVE MILK
MARKETING FEDERATION
LTD.
 Gujarat Cooperative Milk
Marketing Federation (GCMMF) is
India's largest food products
marketing organization.
 Members: 13 district cooperative milk producers' Union
 No. of Producer Members: 2.79 million
 No. of Village Societies: 13,328
 Total Milk handling capacity: 11.22 million litres per day
 Milk collection (Total - 2008-09): 3.05 billion litres
 Milk collection (Daily Average 2008-09): 8.4 million litres
 Milk Drying Capacity: 626 Mts. per day
 Cattlefeed manufacturing Capacity: 3500 Mts per day
 T S
U C
O D
P R
 Product Positioning Strategy
 Product Re-Positioning Strategy

 Product Overlap Strategy

 Product Design Strategy

 Product Elimination

 Diversification Strategy

 Value Marketing Strategy

Placing a product in that part of the
market where it will receive a
favorable reception compared to
competing products.
 New Competition
 Change in consumer preference
 Wrong original positioning

 Amul marketed bottled water product

named “JALDHARA” but due to less
potential in the market it turned out to
be blunder.
 Now Amul is all set to launch bottled
water “NARMADA NEER”.
• Situation where company
decides to compete
against its own brands.

 Amul Processed Cheese Vs Cheese

Spread
 SAGAR Vs Amulya Powered Milk
 Nutramul Energy Drink Vs Amul Kool
“Whether to offer standard or customized products.”

 Product reaches the stage where continued support is no

longer justified where performance is falling short of
expectations, it is desirable to pull the product out of the
market place.

“ It eliminated “JALDHARA” a decade ago as Bottled water

product do not have potential customers”.
 Providing a product that works as
claimed, is accompanied by decent
service, and is delivered on time.
 Commitment to quality.
 Value for money
 The generation for awareness.
 Fostering Of Loyalty
 R&D
• Increase taste and Quality of the products
• Diversified products
• Eco Friendly packaging
 Future Strategy
• To be the number one in milk product
• Spread business in World Wide
• Adopting the technology as required
STRENGTHS WEAKNESS
WIDE RANGE OF PRODUCTS NEED TO FOCUS ON OTHER
AFFORDABLE PRICE PRODUCTA AS WELL
EFFECTIVE AD CAMPAIGN
DISTRIBUTION NETWORK IMPROVE ON ROAD TRANSPORT
DIVERSIFICATION INFRASTRUCTURE
BRAND IMAGE
OPPORTUNITY THREATS
EXPORT SEGMENT GOOD INCREASING POPULATION
MARKET INCREASING REQUIRMENT
ENTRY IN RETAILING
PACKAGED SWEETS MARKET ADULTERATION
SPORTS DRINK NEW MARKET DIFFICULT TO EXPAND
E-COMPETENCY FOR SCM POPULATION OF MILCH ANIMAL
In order to bring the dreams into reality and for
turning liabilities into assets one must have to meet
the needs of the customers.
The factors considered by the customer before
purchasing milk are freshness, taste, thickness and
easy availability.