Amul India

Presented by, AJAY PATEL 1ST SEM

Content  Introduction  Product  Amul Product’s Diversification  Benefits Of Diversification  Business Model  What are The Segmentation  Targeting  Promotion  Intelligent Marketing  Ads  Competition

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

Product • • • • • •

Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese Chocolate

Amul Product’s Diversification

BENEFITS OF DIVERSIFICATION High Growth Expansion of network 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

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 • Increasing Market Share • Young and Children • High profile location LIKE—AMUL are today present on Temples, Metro Rail and Railways station etc.

Promotion • Uses of variety of media to communicate • 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 • Campaign using like Amul star voice of India

Ads

Some Tv Add

Competition • • • •

Nestle Havmor ice cream Cadboury Mother Dairy

• Thank….U