MARKETING STRATEGIES OF AMUL

Presented by:Chaman Kumari (10609144) Geetika Jain (10609149) Nikhil Dang (10609158) R Chandramouli (10609166) Samarth Goel (10609169) Sumit Mathur (10609178)

I N T ROD UCTION
Formed in 1946, is a dairy cooperative movement in India. Headquartered in the small town of Anand, Gujarat, it is a brand name managed by an apex cooperative organization, Gujarat Cooperative Milk Marketing Federation (GCMMF). Most popular food brand of India.

AMUL was the result of the immense efforts of Mr. Verghese Kurien
and Shri. Tribhuvandas Patel .

Industry Structure
India dairy is said to be emerging as a sunrise industry. Total milk production in India is 100.9 million tonnes which is approximately 15% of total world milk production.

Various other companies engaged in the production of milk

including Amul are Mother Dairy, Parag, Paras, Gopaljee. Amul and Mother dairy are providing a greater margin.

4Ps of Marketing Price: Oligopolistic price strategies Other factors Promotion: Moppet, butter girl was used so to attract kids.

No Brand Ambassador, only models

Stylish & attractive ads, targeting youth & teens Funtoons Place: Mainly concentrates in the cities. Product

Products

Amul has a wide range of products Bread spreads, Milk drinks, Powdered milk, Fresh milk, Cheese, Cooking products, Desserts, Hearth drinks.
India's Milk Product Mix Ghee Butter Curd 27.5% 6.5% 7.0%

Khoa (Partially Dehydrated Condensed Milk) 6.5%

Milk Powders, including IMF Paneer & Chhana (Cottage Cheese) Others, including Cream, Ice Cream 3.5% 2.0% 1.0%

STP

Segmentation Geographic

Demographic
Targeting Teenagers & Youth Milk drinks and health drinks Ladies Calci+ Family Milk and cooking products

Positioning

Demographic Segmentation
Amul Kool Chocolate Milk Nutramul Energy Drink Amul Kool Millk Shake

KIDS

WOMEN
YOUTH

Amul Calci+ Amul Kool Caf Amul Ice Creams Amul Cheese Spreads
Amul Lite Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk

CALORIE CONSCIOUS

HEALTH CONSCIOUS

Nutramul Amul Shakti Health Food Drink

Positioning

Indias First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics Low Priced Amul Ice Creams made Kwality Walls life hell. Aug2007 Amul launches Chocolate milk under brand name of Amul Kool Koko, targeting teenagers and youth. Nov 11, 2007: Amul in Multinational Arena With Snack Launch:

Munch Time. Flavors: Masala , Mint and Tomato .

Nov 26, 2007 : Amul Launches Fresh Paneer (Free From Any Harmful Chemicals) Flank AttackExpanding its Cheese Segment.

Current market share 65%

Distribution

Unique capabilities of distributing Ambient, Chilled, Frozen and Fresh

products simultaneously through their versatile distribution highways.

3500 Distributors for Value added milk products

1800 Distributors for Fresh Milk

More than 2 Million outlets.

Distribution Channel

Company

Distributor

Retailer

Consumer

Financial Analysis
"So far, there is only one FMCG company ahead of Amul in retail sector. But in food sector, we have become the largest retail company with a turnover of over Rs6,700 crore," said RS Sodhi, chief general manager of GCMMF. For the financial year 2008-09, GCMMF registered a 27.7% growth. Mission 2020 envisages that the dairy co-operatives of Gujarat will have a group turnover of Rs27,000 crore by the year 2020. This will be three-fold

increase over our current group turnover. Milk production in our milk shed
area will increase to 231 lakh kg per day," said Parthi Bhatol, Federation Chairman. The market share of Amul ice cream is 38% against the 9% market share of HLL, thus making it 4 times larger than its closest competitor followed by a 7% market share of mother dairy.

Financial Analysis

Graphical representation of sales turnover of GCMMF from 1994-95 to 2005-06

Data Interpretation 1

Questions to Retailers Which brand do u sell the most? Which brand has a better margin? Which brand does the customer prefer more? Which company is good in order taking capacity? Which company is having better replacement policy?

AMUL % 44 27 48 40 24

Mother Dairy% 49 27 42 40 51

Parag % 24 4 5 10

Others % 7 22 6 5 15

Which company respondents better in frequency of visit per month?

30

30

20

20

Which company responses better in 27 fresh delivery of products?

27

24

22

Data Interpretation 2 Questions to Consumers

Which brand do u like to buy? Which segment of milk do u prefer? Which is favorite segment in Amul milk?
AMUL-39 Mother dairy-26 Parag11
Fullcream toned &DTM-

Others24

Toned& Fullcrea DTM-40% m-30% Taaza39% Gold44%

30%

Slimtrim17%

How much quantity of milk do u use per day?

Are u satisfied with availability of milk? Are u satisfied with price of milk? Are u satisfied with retailers behavior? Are u satisfied with quality of milk?

500ml30%
Yes-88 Yes-93 Yes-91 Yes-89

1litre30%
No-12 No-7 No-9 No-11

2 litre30%

>>2ltrs10%

Market Share

Amul is having less brand equity than Mother dairy but more then other brands.

Thank you