AMUL

1. WEL-COME
SUBMITTED TO:
T.N. VENKATAREDDY
PROFESSOR
Dept. of AGMACO&BM
GKVK, UAS (B)
SUBMITTED BY: CHETANKUMAR
BANAKAR
PALB 5148

2. CASE STUDIES ON
INNOVATION IN INDIA
ICFAI- INSTITUTE OF CHARTERED FINANCIAL ANALYSTS OF INDIA.
ICFAI CENTRE FOR MANAGEMENT RESEARCH
HYDERABAD-500 034

3. Contents
 Agriculture and allied activities
 Banking
 Pharma and biotech
 Education and training
 E-Governance
 Healthcare services
 Home building and home doctor
 Manufacturing
 Music and entertainment
 Retailing and FMCG
 Road and transportation
 Software and IT service
 Telecom
 Travel and tourism

4. AMUL

5. Flow of Presentation:
 Introduction
 Marketing Mix
 Business Model
 Marketing Strategy
 Competitors & Conclusion

6. Introduction:
Amul (Anand Milk Union Limited),
formed in 1946.
It is managed by Gujarat Co-
operative Milk Marketing
Federation Ltd. (GCMMF).
AMUL is based in Anand, Gujarat.

7.  Amul encouraged the White
Revolution of India. It is also the
world's biggest vegetarian cheese
brand.
 Amul initiated the dairy co-operative
movement.
 Dr Verghese Kurien, former
chairman of the GCMMF -the man
behind the success of Amul.
 Turnover of Rs 20,733 crore during
2014-15.

8. Business Model:
 Amul followed a unique business
model. "Anand pattern" cooperative
system
 Every-day Amul collects
447,000 liters of milk from 2.12
million farmers.
 Converts the milk into branded,
packaged products, and delivers
goods to over 500,000 retail outlets
across the country.

9. The Marketing Mix:
Product:
Dairy Products
Cooking Products
Price:
Low Pricing Strategy
Place:
Rural & Urban Market
International Market
Promotion:
Advertisements

10. Defense Strategy:
Transforming loose milk
to packaged milk and
gradually move them up the
value chain (tetra pack to
beverages).

11. Segmentation:
Wide range of product
categories caters to consumers
across all market segments. For
example, Amul Kool is targeted at
children, while teenagers prefer Kool
Café, as it has a cool imagery
associated with it.

12. Targeting:
Changing retail
environment.
Started Amul Outlets or
Amul milk parlors to deliver
consumers total brand
experience.

13. Promotion:
Uses a variety of media to
communicate.
Most famous is billboard campaign.
The Baby Girl Increased AMUL’s Brand
image.
AMUL sponsored for many TV shows to
promote its brand image ( Ex: AMUL
Star Voice Of India, In STAR Tv )

14. Competitors:
BRITTANIA
NESTLE
HLL
CADBOURY
MOTHER DAIRY

15. Different segments & Different
competitors:
 Butter
 Britannia
 Nestle
 Cheese
 Britannia
 Baby Food
 Nestle
 Heinz
 Dairy Whitener Segment
 Nestle
 Britannia
 Ice creams
 HLL

16. Conti….
 Chocolates & Confectionaries
 Cadbury
 Nestle
 Pizza
 Pizza Hut
 Dominos
 Nirulas Frozen pizza
 Curd
 Nestle
 Mother Dairy
 Ultra High Treated Milk
 Nestle
 Britannia

17. Conti….
 Sweet Condensed milk
 Nestle
 Cottage Cheese (Paneer)
 Britannia
 Milk Additives
 Cadbury
 Smithkline Beecham
 Flavored Milk
 Britannia
 Nestle

18. CONCLUSION:
 Amul has risen from Indian soil and it remains
Indian in every sense.
 There is high scope in the low priced segment
as also in other categories.
 There are a significant number of retailers who
are currently stocking more than two brands.
 Amul has the opportunity to capture the more
evolved young adults and children who are
open to new products provided they meet
their expectations.