Mm - Ii Final

GLOBSYN BUSINESS SCHOOL  Batch - PGDM 07   Group - XIII   Date - 15 / 01 / 2009  1

Amul_the Taste of India

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Down The Memory Lane Meeting at ‘Samarkha village’ near ‘Anand’ on 4th Jan, 1946

Dr. Rajendra Prasad laying foundation of Amul on 15th Nov, 1954 3

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Strength s : üMascot üHigh quality-Low price üValue for money üDemand profile üFlexibility of promotion üAvailability

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Weaknesse s : oPerishability oPoor Packaging oLack of control over yield (milk) quality oInadequate transportation facility oMake milk procurement problematic 8

Opportunitie s :

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Threa ts: qGlobalization- foreign players may enter ‘Indian Market’

qThreat of duplicity qMore and more hybrid cows & pilled milk qThe quality of Amul butter is falling

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STP Analysis of Amul Butter

Segmentat ion :

vChildren 7-12 yrs. vTeenagers 1319 yrs. vYoungsters 2029 yrs. vMatured 30 yrs & above 11

Target Market Core Target Consumers : ØChildren & Teenagers of Urban & Suburban market ØThe entire Rural Segment ØYoung & Matured people of the Urban Segment

ØInternational Market

Source : www.nationmaster.com

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Positionin g :

Young

Expensive

Economic

Mature 13

Amul Products

C. Table Margarine

A. Amul Butter B. Amul Lite

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Amul Can Produce….. It is not just a break fast any more !!

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Amul

Flavoured Butter Chocola te

Strawb erry

Mang o

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Amul LiquidüNew Butter product for

Indian market üLiquid Butter can be used for cooking purpose üEssential for housing and commercial purposes

Liquid Butter

“Purer than purest” 17

Amul

Can Produce.. . .

Melting moments…….. Passionate perfection

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Amul

Creamery Butter

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Amul Can Produce.. . . Sugar Free Butter

ØNo fat.. No cholesterol “No Fear At All”

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Amul

Body Butter

vNourish and smooth your skin with this luscious, thick body butter vUnique formula

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Body Butter Fragrances üBotanical Garden üSangria

vHelps in reducing pores Honeysuck causedüby le ACNES & PIMPLES – ‘Ayurveda’

üFragr ance Free

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Positionin g :

Young FLAVOURED BUTTER CREAMERY BUTTER

BODY BUTTER

Expensive

Economic LIQUID BUTTER CREAMERY BUTTER

Mature

SUGAR FREE BUTTER 23

Amul

Packaging 1.Stora ble 2.Dura ble 3.Porta ble

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Amul

Packaging FEATURES 3.10 pouch packets of liquid butter per Container 5.Plastic made

“Compact kitchen”

7.Can be used as a container for other purposes

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Amul

Packaging Amul Butter Stick

y l n o , n i “ No pa gain” 26

Place Strategies Food

Amul Court:

ØTargeting Urban Population Primarily Launching in : •BOMBAY

: ADLABS

•KOLKATA

: FORUM

•BANGALORE : I N OX •CHENNAI

ABIRAMI

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Hear & Near

Ration Shops ØIntended :to create the habit among LIGs Urban & Sub-Urbs

Detail s : v

Typically a Low Priced – Medium Quality Product

vWith the help of Govt. Subsidies or vSelling at BEP

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Rural Market Huge Opportunity

as : of the Indian Population still lives in Rural Areas Ø70% ØA market consisting of 705 million people ØOpportunities for ‘Market-Development’ as well as ‘Diversification’

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Place - Planet Earth EU

Japa n

Indi a

Low - Medium Moderate

High

Production of Dairy Products 30

A Japanese Dream Consumptio nØJapan : now consumes 90 million tons /year ØAbout 0.8 kg per person ØA third of what Americans eat ØA tenth of the French or Germans

Current Market Conditions :

Severe Butter shortage in Japan – 2008 Butter prices are firmly upward Empty dishes, awaiting non-replaceable butter 31

Japanese Dream Contd.. . üSupplying butter is thus easier üOperating through a complicated distribution system

European Opportunity : vGovt. Interventions vUnable to meet the requirements

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ØExisting process:

Processe s Customers O R D E R

D ELI VER Y

Retailers O

D

HOC / Zonal Offices O

D Wholesalers O

D

Manufacturer

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Processe s Drawbacks : v Perishabili ty vVariability

Counter Strategy : Ø

An advanced Info-sys aided, ‘Va l u e D e l i v e r y N e t w o r k ’

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Delivering Values Retail B2B B2 C portal

Retailers/ direct consumer base

Depot

S C M

Depot

Depot

EIAS GI S INTRANE T

ERP

Zone

Zone

Head office

Member Dairies

Suppliers

Transport -ers

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QUALITY & Price

y a P , e r o M t c e p x E ss Le 36

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Suggested Price Chart for Urban Areas:

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Suggested Pricing 500 gm = Rs 85 90

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Competitive Pricing

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Competitive Pricing

?

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Suggested Price Chart for Rural Areas:

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INTERNATIONAL PRICING

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PROMOTING Amul Try it, U will like

it…. . .

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Rural Market

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Rural Market

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Rural Market “ Amul ka khela dekho ”

“Amul ka Jadoo ”

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Rural Market

ØRural live role play by dummies on current events

ØWall painting , sign board

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Rural Market

Rural market : Free gift

“ Jitna khaoge utna paoge”

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Advertisements I TV Advertisements II “Going Green” üEasily Visible üCovering Larger Area üFresh & Healthy üLower Costs 52

Urban promotion ØTie ups with ‘SPAs’ - Body Butter

ü“Amuleauty !!!”

üInteractive T.V. Shows 53

VENDING M AC H I N E qIn front of Retail outlets qOutside Restaurants qOutside Fast-food Shops qIn front of Railway Canteens 54

Urban promotion ØTie ups with Mc Donald’s, CCD, KFC etc. – Edible Butter

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Urban promotion

vAmul “Sabse Healthy Kaun???”

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Urban promotion vFREE SAMPLES vSCRATCH & WIN vIn S C H O O L S

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Urban promotion

üPatronage awards üAmul Mobile

ØTie –up with ‘NOKIA’ ØCharacters of Amul Butter Girl, Amul butter featured

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n o i s n a p x L E l A a N b O I o l T G A T N E R K E R T A N I M 59

International Market FO ODEX JAPAN

TASTEFEST EUROPE Participation in Trade shows

ØIntr oduci ng new pr oducts ØTo cr ea te an impr ess ion ØIncr easi ng sales ØIncr easi ng shar e of custom er s

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International Market Sci nti ll ati ng Scul ptur es

Ma king your lif e easy 61

International Market

SPONSORING P opular L ocal S ports

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Acknowledgements We wish to express our sincere thanks to

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Pro f. Pr a b i r G u h a ,

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HOD Marketing of

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‘Globsyn Business School’,

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for giving us the opportunity to work as a team on

our marketing project.  Prof. Malay Bhattyacharya.  Prof. Jayanta Mitra.

Reference s : vAyurveda vRetailers & Distributers of Amul Butter in Kolkata vBritannica Encyclopedia vwww.amul.com vwww.google.com vwww.nationalmaster.com vwww.asahi.com 64

Presented By :  Abhishek Basak  Aindrila Buxy  Ananya chakraborty  Aniruddha saha  Arindam gupta  Arnab dutta

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Thank You