Presented By –

Parima Choudhry
19DM132
Riya Katoch 19DM163
Rajat Chauhan 19DM153
Pravin Kumar Ojha
19DM142
Santosh Reddy 19DM183
Sahil Kumar 19DM173
 ABOUT
Anand Milk Union Limited or Amul is an Indian cooperative dairy
company, based at Anand in the state of Gujarat.
Formed in 1948, it is a cooperative brand managed by a cooperative
body, the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by 3.6 million milk producers
in Gujarat.
Amul spurred India's White Revolution, which made the country the
world's largest producer of milk and milk products.
White revolution was spearheaded by Tribhuvandas Patel under the
guidance of Sardar Patel. As a result, Kaira District Milk Union
Limited was born in 1946. Tribhuvandas became the founding
chairman of the organization and led it until his death. He hired Dr.
Verghese Kurien three years after the white revolution. He convinced
Dr. Kurien to stay and help with the mission.
Kurien, founder-chairman of the GCMMF for more than 30 years
(1973–2006), is credited with the success of Amul's marketing. Amul
has ventured into markets overseas.
 Market Share
As shown in the table Amul has an worldwide market share of 1.1%

Source – IFCN
4P’s of Marketing Mix of Amul
PRODUCT :
• Amul has a very diverse product range in it’s marketing
mix.
• Product quality plays a prominent role and so does
packaging.

PRICE :
• Amul use a combination of competitive and low cost
pricing.
• Price of full cream milk of Amul is Rs 53 per liter and
price of full cream milk of mother diary is Rs 55 per
liter.
PLACE :
• The Company boasts an enormous distribution channel
which spread across the country.
• There are two channels that Amul uses for the
production of its product and distribution of the end
product, that is Acquisition Channel and Distribution
Channel.

PROMOTION :
• Amul is one of the few companies that has been running
the longest and one of the most successful promotional
campaigns with a promotional character-”Amul Girl”
• Amul spends a very less amount on promotional activity
which is around 0.8% of annual turnover.
 Competitive Advantage

1. Brand Consistency
2. Supply chain
3. Product portfolio
 SEGMENTATION
DEMOGRAPHIC SEGMENTATION
• Kids : Kool, Lassi, Butter Milk, Chocolate
• Women : Calci +
• Youth : Pizza bread, Cheese Spread, Bread, Cookies
GEOGRAPHIC SEGMENTATION
• Across all over India ranging from Metros to rural areas.
INDUSTRY BASED SEGMENTATION
• Milk : Coffee Shop, Restaurant, Ice Cream Industry
• Butter and milk : Bakery, Pizza Manufacturers
 TARGETING
Amul means different things to different peoples :

• To a consumer : An assurance of having wholesome milk

• To a mother : A reliable source of nourishment for her child
• To the country : Rural development and Self reliance
 POSITIONING
1) Campaigns like Taste of India.
2) A mass market player , no premium offerings.
3) USP : Quality with affordability.
4) It has a huge supply chain across India.
 Strengths
1. Very high market share in milk
2. Excellent quality management
3. Strong distribution network
4. Good product portfolio
5. Strong supply chain
6. Loyal Customer Base
7. Keeping up with the trend
Weaknesses :
1. Cost of operations
2. Low awareness of product categories like Chocolates
3. Tackling the Rural Market

Opportunities :
1. Potential to expand to small towns and other geographies
2. Rise in purchasing power of Indian People

Threats :
1. Increased competition from local and global players in
different product categories
2.Negative media coverage
 MARKET SURVEY
A market survey was conducted by our group. The
number of participants were 38 and most of them were
in the age group of 18 to 25.
Quality
1) From the strength of Total Quality Management(TQM) in 1994 initiative Amul
went on to implement Quality Management System of International Standard.
Amul has been the first dairy in India to get accredited with certification of ISO
2200:2005 & ISO 9001 for its operations and plants.
2) Further Amul has set an example that village Dairy Co-operative Societies
could also achieve this milestone as these societies are accredited with ISO
9001:2000 – a remarkable achievement in the history of India.

Easy Availability
1) Anand Milk Union Limited or Amul is an Indian cooperative dairy company,
based at Anand in the state of Gujarat. Formed in 1948, it is a cooperative
brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk
producers in Gujarat.
2) Amul enjoys immense consumer trust across the nation as well as in many
parts of the world because of its consistent supply of essential and nutritional
food products like milk, butter, ghee, cheese, milk powders, ice-creams,
chocolates and many more.
3) Amul has always been at the forefront of innovation and the consumers have
been relishing the offerings from AMUL which are easily available for the
masses.
Price
1) With the rise in Indian economy transportation cost, storage cost has piled
up but still Amul provides quality products at a fair and affordable price in
comparison to others.
2) For example, A 1 Litre tub of Amul icecream costs 150 rupees. Kwality Walls
provides just a 700ml tub for the same price.
3) A 150g dark chocolate bar of Amul costs 100 rupees. Cadbury’s dark
chocolate costs 180 rupees for the same quantity.

Regular Supply
1) With its diversified product portfolio, Amul has been able to cater to the
needs of all the segments. From kids to teenagers, men to women, calorie
conscious to health conscious, the company has ensured that it launches
products for every segment. Providing value and benefits to its target
segment, Amul has been able to build a strong brand association with its
customers over the years.
2) Amul follows a three-tier cooperative structure which consists of a dairy
cooperative society at the village level that is affiliated with milk unions at
the district level which in turn is federated to a milk federation at the state
level. Milk is collected at the village dairy society, procured and processed at
the district milk union and marketed at the state milk federation.