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Amul (Anand Milk Union Limited) : Presented By

Amul is a dairy cooperative in India formed in 1946 and jointly owned by 2.6 million milk producers. It collects milk daily from farmers and converts it into branded packaged products. Amul has a wide range of dairy products including milk, butter, cheese, and chocolate. It targets all consumer segments with low to high priced products. Amul promotes through billboards, TV ads, and festivals. It spends only 1% on promotion but has had great success with campaigns like the Amul girl ads. Amul competes with companies like Britannia, Nestle, and Cadbury but has been able to grow through diversification and its business model.

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Sounak Srimanti Saha
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310 views19 pages

Amul (Anand Milk Union Limited) : Presented By

Amul is a dairy cooperative in India formed in 1946 and jointly owned by 2.6 million milk producers. It collects milk daily from farmers and converts it into branded packaged products. Amul has a wide range of dairy products including milk, butter, cheese, and chocolate. It targets all consumer segments with low to high priced products. Amul promotes through billboards, TV ads, and festivals. It spends only 1% on promotion but has had great success with campaigns like the Amul girl ads. Amul competes with companies like Britannia, Nestle, and Cadbury but has been able to grow through diversification and its business model.

Uploaded by

Sounak Srimanti Saha
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Amul (Anand Milk Union Limited)

Presented by,
Introduction
Amul (Anand Milk Union Limited), formed in
1946, is a dairy cooperative movement in
India. It is a brand name managed by an apex
cooperative organisation, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF),
which today is jointly owned by some 2.6
million milk producers in Gujarat, India.
 
                                                                

 Bread Spreads
Product

 Milk Drinks
 Powder Milk
 Fresh Milk
 Cheese
 For Cooking
 Chocolate
Amul Product’s Diversification
BENEFITS OF DIVERSIFICATION
1. High Growth
2. Expansion of network
3. Advantage of each underline objectives
Business Model
Every day Amul collects 7 million of milk from 2.6million
farmer (many illiterate), Convert there milk into branded,
package products and delivery good to over 500,000 retail
outlet across the India
Its supply chain one of the most complicated in India
Raw Milk

Packaged Milk Dried


Condensed
Ice Cream Skimmed Milk
Ghee Butter Milk
Beverages Powder
What are the Segmentation
 Wide range of product categories caters to
consumer across all market segment. for
example, Amul kool as target at children,
while teenager prefer kool café
 Low price range to High range
Targeting
 Changing Retail environment
 Young and Children
 High profile location like—Amul are today
present on campuses of Infosys parlor, Wipro,
IIM-A, IIT-B, Temples, Metro Rail and
Railways station
 Diabetes customer
Promotion
 Uses of variety of media to communicate
 Most famous in bill board
 The enduring polka dressed girl pun at various
issues increase brands fan
 Every festival some thing they bringing
 The chief of India promo invites hotel chefs to
come up with recipes using many Amul
products as possible, and is conducted at city,
state and national level.
Intelligent Marketing
 One of the most conservative FMCG estimative GCMMF
spends a mere 1% of its turnover on promotion
 GCMMF has written and re-written rules of the game
 Amul Butter girl is one of the longest run ad campaigns in
country for 41years
 Compaigh using like Amul star voice of India
Ads
Some Tv Add
Competition
 Brittania
 Nestle
 HLL
 Cadboury
 Mother Dairy
Conclusion
Using very good Strategy for selling the
product .
For all segment of Product’s are available
 Thank….U

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