ANKUSH VARUN MONIKA

AWANI SHWETA ANCHAL

ANAND MILK-producers UNION LIMITED

Formed on Dec14, 1946
Brand name managed by GCMMF Head Quartered at ANAND, Gujarat Spurred the WHITE REVOLUTION in India Largest food brand in India Worlds largest pouched milk brand Revenue - $1 Billion USD (2006-07) Man behind the success of AMUL - Dr. VERGHESE KURIEN

ANAND MILK-producers UNION LIMITED

Members: 13 district cooperative milk producers
union Milk Producer Members: 2.6 Million Village Societies: 12,792 Milk Handling Capacity: 10.16 Million per day Milk Collection: 2.38 Billion Liters Milk Collection (Daily Average): 6.5m Liters Milk Drying Capacity: 594 Mts. Per Day

WIDTH & DEPTH

ICECREAM
ROYAL TREAT RANGE NUT-O-MENIA RANGE UTSAV RANGE NATURES TREAT SUNDAE RANGE MILK BARS CASATTA TRI CONE PRO-BIOTIC ICE CREAM

MITHAI
AMUL SHRIKHAND AMUL MITHAI GULABJAMUN AMUL AMRAKHNAD AMUL MITHAI KULFI MIX

WIDTH & DEPTH

CHEESE RANGE
AMUL PASTEURIZED PROCESSED CHEDDAR CHEESE AMUL PROCESSED CHEESE SPREAD AMUL PIZZA (MOZARELLA) CHEESE AMUL SHREDDED PIZZA CHEESE AMUL EMMENTAL CHEESE AMUL GOUDA CHEESE UTTERLY DELICIOUS PIZZA

BREADSPREADS
AMUL BUTTER AMUL LITE LOW FAT BREADSPREAD AMUL COOKING BUTTER

WIDTH & DEPTH

MILK
AMUL TAZA TONED MILK 3% FAT AMUL GOLD FULL CREAM MILK 6% FAT AMUL SHAKTI STANDARDISED MILK 3% FAT AMUL SMART DOBULE TONED MILK 1.5% FAT

INFANT MILK
AMUL INFANT MILK FORMULA 1(0-6 MONTHS) AMUL INFANT MILK FORMULA 2(6+ MONTHS) AMULSPRAY INFANT MILK FOOD

PURE GHEE
AMUL PURE GHEE AMUL COW GHEE SAGAR PURE GHEE

BUYING ROLES - MILK

INITIATOR: mother INFLUENCER: ad, peers DECIDER: mother BUYER: father USER: any

BUYING ROLES - BUTTER

INITIATOR: mother INFLUENCER: ad, peers, kids DECIDER: parents BUYER: father USER: any

BUYING ROLES - ICE CREAM

INITIATOR: children/parents INFLUENCER: children/ad/parents DECIDER: parents BUYER: parents USER: any

AMUL MILK
BUYING BEHAVIOUR:
habitual buying behaviour

MARKET SELECTION: M1 M2 M3
P1 P2 P3

Selective Specialisation

AMUL BUTTER
BUYING BEHAVIOUR:
habitual buying behaviour

MARKET SELECTION: M1 M2 M3
P1

P2

Product Specialisation

P3

AMUL ICE CREAM

BUYING BEHAVIOUR:
dissonance reducing buying behaviour

MARKET SELECTION: M1 M2 M3
P1

Product Specialisation

P2

P3

TARGET AUDIENCE (AMUL MILK)

GEOGRAPHIC
DENSITY: semi-urban, urban & metro

DEMOGRAPHIC
INCOME: Rs. 8,000+ SOCIAL CLASS: working class, middle class, upper middle, lower upper, upper uppers

BEHAVIORAL OCCASION: regular

BENEFITS: quality USER STATUS: first time to regular USAGE RATE: light to heavy LOYALTY STATUS: medium to heavy READINESS STAGE: intending to buy ATTITUDE TOWARDS PRODUCT: positive

TARGET AUDIENCE
(AMUL BUTTER)
GEOGRAPHIC
DENSITY: semi-urban, urban, metro

DEMOGRAPHIC
INCOME: 10,000+ SOCIAL CLASS: working class, middle class, upper
middle, lower upper, upper uppers

PSYCHOGRAPHIC
LIFESTYLE: convenience

BEHAVORIAL
OCCASION: regular BENEFITS: quality, non-perishable USER STATUS: first time to regular USAGE RATE: light to heavy LOYALTY STATUS: medium to strong READINESS STAGE: intending to buy ATTITUDE TOWARDS PRODUCT: positive

TARGET AUDIENCE
(AMUL ICECREAM)
GEOGRAPHIC
DENSITY: semi-urban, urban, metro

DEMOGRAPHIC
INCOME: 5,000+ SOCIAL CLASS: upper lower, working class, middle class, upper middle, lower upper, upper uppers

BEHAVOIRAL
BENEFITS: quality & economy USAGE RATE: none to medium LOYALTY STATUS: medium READINESS STAGE: interested ATTITUDE TOWARDS PRODUCT: indifferent, positive

POSITIONING
AMUL - Quality & Price Positioning MILK - Quality & Price Positioning BUTTER - Quality & Price Positioning ICE CREAM - Quality & Price Positioning

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BCG MATRIX
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MARKET SHARE OF AMUL: 80%

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AMUL ICE CREAM

TOTAL MARKET: 1200 Cr AMUL ICE CREAM MARKET: 37% MARKET GROWTH RATE: 12% AMUL GROWTH RATE: 17% MAIN COMPETITOR: HLL (KWALITY WALLS)

PRODUCT LEVELS

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PRICE-QUALITY STRATEGY
AMUL (as a brand): high value MILK : high value BUTTER: high value ICE CREAM: good value

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AMUL BUTTER GIRL

STARTED IN 1966 Sylvester deCunha conceptualized this ad campaign Created opposite to what was the butter girl of Polson In year 1967 Amul ad campaigns adopts topical tone

AMUL BUTTER GIRL

Longest theme running ad Registering to get the oldest theme running ad campaign in Guinness Book of World Records

AMUL BUTTER GIRL

Now also used for other products like ghee and milk

AMUL BUTTER GIRL

Q&A

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