Utterly butterly delicious ... amul !!

1. AMUL BUTTER
PRESENTED BY
Madhuri Sakpal

2. COMPANY OVERVIEW
• AMUL (Anand Milk Union Limited)
• TYPE : Co-operative
• HEAD QUARTERS : Anand, Gujarat
• INDUSTRY : Dairy
• PARENT COMPANY : GCMMF
• PRODUCTS : Milk and related products
• REVENUE : Rs. 2.3 billion (2001)
• EMPLOYEE : 2 million milk producers
• SLOGAN : The Taste of India
• CAPTION : Utterly Butterly Delicious

3. GCMMF (Gujarat Co-operative Milk
Marketing Federation Ltd)

4. BACKGROUND HISTORY
• AMUL means “AMOOLYA”
• Founded in 1946
• Dr. VERGHESE KURIEN, the
founder
• White revolution

5. AMUL…..NOW!
• No.1 dairy brand in India
• 2nd in Asia
• World’s largest pouched milk
brand
• world’s biggest vegetarian cheese
brand

6. TARGETING
• Changing retail environment
• Amul outlets & parlors
• Launches
• High profile locations

7. SEGMENTING •Amul kool
•Nutramul energy drink
•Chocolate milk
kids
•Amul kool milk shake
•Utterly Butterly pizza
youth •Amul emmental cheese
•Amul cheese spreads
women Amul calci +
•Amul lite
Calorie conscious •Sagar skimmed milk powder
•Amul lite slim & trim milk
Health conscious Nutramul shakti health food drink

8. MARKETING MIX
PRODUCT
 First product of amul
 With market share of 86 %
 Made from butter, common salt, permitted natural color
(annatto)
 Composition
• Milk fat 80%
• Moisture 16%
• Salt 2.5%
• Curd 0.8%
 Calorific value
720kcal./100g
 Packing
100g, 500g, 50g, 20g, 8.1g
First company to launch Butter in an international pack

9. Available in 5,00,000 retail outlets
Product specifications : Meets AGMARK
standards and BIS specifications
No.IS.13690.1990
Product personality : Unisex product
 Taste : USP. Purely vegetarian
Market position : No.1
Special features
Made from fresh cream by continuous butter
making machines. Marketed in India since 4
decades

10. PRICE
• Low price strategy
• Market oriented pricing strategy
• Affordable prices
• Price of amul butter raised up by 2.Rs per
100g pack

11. PLACE
AMUL: A global distributor!
• OVERSEAS MARKETS
USA, UAE, Japan, china, Singapore, Bangladesh, Austral
ia, Hongkong, Mauritius.
• STRONG MARKETING
• DISTRIBUTION NETWORK
2.8 million farmers,3500 distributors & 5 lakhs retailers

12. PROMOTION
• GCMMF spends less than 1% of its revenue on advertising
• Advertisings from Da Cunha communications
• Fresh and innovative advertisements
• Variety of media
 Outdoor media: Hoardings/billboards
 Broadcast media: Television
 Print media: Newspapers, General Interest Magazines
 Internet: Independent websites, Portals
 Social networking sites: Orkut, facebook etc
 Promotion by events

13. INTELLIGENT MARKETING
THE AMUL GIRL
sales figure
1000 tones a year in 1966
to over 25000 tones a
Year in 1967

14. •THE BILLBOARD CAMPAIGN
AMUL HITS

16. SWOT ANALYSIS
STRENGTHS WEAKNESSES
• No.1 Brand in India and 2nd in Asia • Competitors
• World’s largest pouched milk brand • Complex supply chain
• High quality, low price • Ban on export of milk powders
• Diverse products
• Highest turnover
OPPORTUNITIES THREATS
• International markets • Competitors
• Capturing markets • Stiff competition from MNCs in
• Expand products butter
• Use of internet • Growing prices

17. AMUL PLANTS
Anand plant Mogar plant
Khatraj plant

18. CONCLUSION
• Quality focused
• Biggest supplier
• Long lasting public relations
• Focus on branding

19. THANK YOU