1. Presentation on marketing mix of amul butter (Product of Gujarat Cooperative Milk Marketing Federation) Presenting by: Abdullah Shahid Md. Khalid Khan Md. Tauqir Khan AbhijeetSaha

3. Chairman: Dr. Verghese KurienGCMMF: An OverviewGujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company, has assigned its highest ratings of "AAA/Stable/P1+" to the various bank facilities of GCMMF.

4. History Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand. Some cite the origin as an acronym to (Anand Milk Union Limited). The Amul revolution was started as awareness among the farmers. It grew and matured into a protest movement that was channeled towards economic prosperity. It is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India one of the largest milk producers in the world. It is also the world's biggest vegetarian cheese brand.

6. PRICE

7. PLACE

8. PROMOTIONThese variables are known as the marketing mix or the 4 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market.

10. Moisture 16%

11. Salt 2.5%

12. Curd 0.8%Calorific Value: 720 kcal./100g Special Features: Made from fresh cream by modern continuous butter making machines. Marketed in India since 4 decades. Product Specification: Meets AGMARK standard

14. Amullite is a low-fat and low-cholesterol product and less cholesterol means less chance of heart diseases.

15. AmulLite is low in saturated fats & high in PUFA for a "healthy heart".

16. AmulLite contains "Omega-6 & Omega-3 fats" which maintain healthy cholesterol levels.

17. AmulLite is fortified with Vitamins A & D, essential for good vision & healthy skin

20. Contains Zero Cholesterol, hence suitable for cardiac patients.

21. Fortified with Vitamins A & D

22. Manufactured in an ISO 9000 certified plant under strict hygienic conditions. The product is completely untouched by human handShelf life 6 months under refrigeration

24. Despite competition in the high value dairy product segments from firms such as Britannia, Nestle, GCMF ensures that the product that the product mix and the sequence in which Amul introduces its products is consistent with the core philosophy of providing better at a basic affordable price to appeal the common masses.

25. This helped Amul butter to create its brand image in the house hold sector of the society.

28. PLACE: A Global Distributor GCMMF is India’s largest exporter of dairy products . It has been accorded a “trading House Status”. GCMMF has received the APEDA award from Govt of India for excellence in dairy product exports for the last 11 yr. Besides India , Amul has entered overseas markets such as UAE, USA, Mauritius, Bangladesh, Australia, China, Hongkong, Singapore and other Arab countries. Amul butter covers 85% market of butter in India. There is 800 crore Rs of organized butter market and Amul covers 678 crore Rs.

31. Third leg this is the flow of good from WD’s to retailers, a beat plan is prepared and transportation is done on auto-rickshaws, rickshaws and bicycles.

33. The moppet who put Amul on India's breakfast table 50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses. New srategey of promotion: From 1969 Amul began playing the role of a social observer. Over the years the compaign acquired that all amul touch. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun. At the Naxalite movement in Kolkata Amul’s hording was saying “Bread without Amul butter , cholbenacholbena”.

34. Branding The 1st product with the Amul Brand name were launched in 1955. Since then, they have in use in millions of homes in all parts of India. Amul is the name of 2 million framers , members of 10,000 village doing cooperative societies through out Gujarat. It is a appropriate model for rural development , Amul has made India one of the largest milk producers in the world. Amul, therefore, is a brand with a difference.

35. Advertisement with funny slogans and hordings In 1968

42. Any Query? Thanks