Amul

Amul

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  AMUL THE TASTE OFINDIA PRESENTED BY- AMITSINH VIHOL (MBA PHARMA-I) 1
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  Largest Food BrandAnd Business In India 2
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  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. 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. The white revolution has finally created a billion-dollar brand(2.5 million US $). 3
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  Product  Bread Spreads Milk Drinks  Powder Milk  Fresh Milk  Cheese  For Cooking  Chocolate 4
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  AMUL Product’s Diversification Dairy Product Non Dairy Product  Fresh milk  Veg. Oil  Milk drinks and  Instant Food desserts  Snack  Bread spreads  Cheese products 5
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  Benefits Of Diversification  High Growth  Expansion of network  Advantage of each underline objectives 6
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  Business Model Raw Milk  Every day Amul collects13 million of milk from 3.18 million farmer (many illiterate),  Convert there milk into branded, package products Packaged Condensed Dried and delivery good to Milk over 500,000 retail outlet Ghee Skimmed across the India. Butter Ice cream Milk Cream Beverages  Its supply chain one of the Powder most complicated in India 7
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  AMUL defending itsturf  Largest milk brand in Asia marketing more than 30 different brands of dairy products like cheese, ice- cream, condensed milk, ready-to-eat pizza, beverages etc.  Amul is the market leader in ghee and butter.  Amul Kool and Kool Café doing well.  Defending against names like Mahananda, Vijay, Milma and other co-operative milk brands.  Aggressive moves against FMCG and F&B brands like Britannia, Nestle and Mother Dairy among others.. 8
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  Defense Strategy  Moving consumers from loose milk to packaged milk and gradually move them up the value chain (tetra pack to beverages, all available under the Amul brand)  A sound strategy likely to work.  Being exposed to a brand, it is natural for a customer to try more products  Improving socio-economic condition of the customer anchors the desire to enhance lifestyle 9
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  Segmentation  Wide range of product categories caters to consumers across all market segments. For example, Amul Kool is targeted at children, while teenagers prefer Kool Cafe, as it has a cool imagery associated with it.  Segmentation is not as easy in curd and low fat products, due to mixed audiences, various culinary applications , eg. ghee, butter and cheese. ―In India, the most used spread is ghee, then butter, cheese, low fat butter, margarine, cheese spread and mozzarella cheese. 10
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  Targeting  Changing retail environment  Striking out on its own, with Amul Outlets or parlours to deliver consumers total brand experience  Launched in 2002, there are now 6000 Amul parlours across the country(10000 Cr annual sales)  High profile locations: Amul parlours are today present on campuses of Infosys, Wipro, IIM-A, IIT- B, Temples, Metro rail and railway stations in Gujarat. 11
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  Positioning  A mass market player, no premium offerings  USP – Quality with affordability  Up against niche players – value addition to customers  Sheer size and scale of operation  New offerings for health conscious and vibrant India – Health and energy drinks Stamina, a health drink made from milk with added vitamin C against Red Bull and Gatorade, milk better than cola. 12
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  Positioning  Aimed atyoungsters- Amul Cafe  Ice-cream  Probiotic and sugar-free variants Chocolates  sugar-free brand called Choco-Mini to target the diabetic 13
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  Promotion  Uses a variety of media to communicate  Most famous is billboard campaign  The endearing polka dressed girl and pun at various issues increased brand’s fan following.  Below-the-line activity has grown too — such as the Amul food festival, which has been held for the last four year between October and December in about 50,000 retail outlets.  The Chef Of India promo invites hotel chefs to come up with recipes using as many Amul products as possible, and is conducted at city, state and national level. 14
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  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.  Campaign using like Amul star voice of India. 21
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  Competition  Brittania  Nestle  Cadboury  Mother Dairy 22
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  THANK YOU ―RIVERS‖never Go ―REVERSE‖ So try to Live Like A RIVER, Forgot your PAST and FOCOUS on your FUTURE. 23