2. HISTORY OF COMPANY
In 1946, Amul was formed as a
cooperative body, the GCMMF which is today
jointly owned by 3 million milk producers in Gujarat.
Dr. Verghese Kurien, was the founder as well as chairman of
GCMMF for more than 30 years (1973-2006)
In 1st December 1946, Polson diary was introduced where
exploitation of marginal milk were delivered to the small cities
by some agents and traders.
Sardar Vallabhbhai Patel was first man who approached
farmers to delivered milk to cooperative society.
Spurred the white revolution of India, which has made India
the largest producer of milk and milk products in the world.
3. •In 1999, it was awarded Best of all “Rajib Gandhi National
Award”.
•By the end of 1948, 432 farmers were joined villages society,
which increase 5000 liters of milk per day.
Cont…….
Its daily milk procurement is approx 14.85 million liters per
day from 18,536 villages, milk cooperative, in which its annual
turnover in 2014-15 is US$ 3.4 billion.
Overseas markets - Mauritius, UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong and a few South
African countries.
Fresh plans of flooding the markets of Japan & Sri Lanka.
5. ROBUST SUPPLY CHAIN
LOW COST STRATEGY
STRONG DISTRIBUTION NETWORK
TECHNOLOGY AND E-INITIATIVES
6. GCMMF – Over View
Gujarat Cooperative Milk Marketing Federation 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.
7. The Marketing Mix
Product
• Dairy Products
• Cooking Products
Price
• Low Pricing
Strategy
Place
• Rural & Urban Market
• International Market
Promotion
• Advertisements
8. Defense strategy
Moving consumers from loose milk to packaged
milk and gradually move them up the value
chain (tetra pack to beverages)
Being exposed to a brand, it is natural for a
customer to try more products
9. 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.
10. Targeting
Changing retail environment
Striking out on its own, with Amul Outlets
or parlours to deliver consumers total
brand experience.
Launched in 2002, there are now over
16000 above Amul parlors are in India.
11. Promotion
Uses a variety of media to communicate
Most famous is billboard campaign
The endearing polka dressed girl and pun at
various issues increased brand’s fan following.
AMUL sponsored the dance competition, AMUL
Dance India Dance
14. OVERVIEW OF AMUL PRO
It is a malt based milk additive which enhances all
nutrition value for all age groups especially kids.
It is the product which is easy to digest and
helps muscle building and nurturing grow.
It plays an important role in enhancing the
child’s immunity by protecting it from allergies
like Asthma
Amul Pro contains 27 essential nutrients and DHA
which helps in boosting immune system
15. STP
Segmentation
• It's a malt based milk additive
• Chocolate based health drink for
children
Targeting
• Young growing children from the middle
and upper class
• All age groups people
Positioning
• Chocolate health drink to make kids strong
and active
• It is easy to digest and provides quick
nourishment to muscles
• It is DHA Acid which is an essential fatty acid
16. SWOT Analysis of Amul Pro
Strengths
Goodwill of the company
More nutrition value
Price range is very economical.
Taste is very chocolaty
19. OBJECTIVE OF
ANALYSIS
To know the factors which affects consumer’s buying
behavior to purchase Amul Pro.
To know customers awareness towards DHA.
To know the sale of products per day in a retail outlets.
To analyze competitor marketing strategy with Amul Pro
To know the preferences of Amul pro with
comparison to other competitive brands
20. 9
10
13
3
5
22.5
25.0
32.5
7.5
12.5
Amul pro Bournvita horlicks pediasure complan
Respondents are prefer
health drink
Frequency Percent
COMPARISION OF PREFER NUTRITION PRODUCTS BY
CONSUMERS AND FREQUENCY OF SELLING PRODUCTS IN
RETAIL OUTLES
Retailers quantity of sale of product per day
N Mean
Retailers have quantity of sale of products per
day heinz
60 1.40
Retailers have quantity of sale of products per
day cadbury
60 1.22
Retailers have quantity of sale of products per
day amul
60 1.93
Retailers have quantity of sale of products per
day abbott
60 1.65
Retailers have quantity of sale of products per
day gsk
60 1.33
Retailers have quantity of sale of products per
day nestle, boost
60 1.70
Valid N 60
21. 20
12
8
50.0
30.0
20.0
available highly available not available at all
Respondents found availaible of
product in the market
Frequency Percent
COMPARISION OF AMUL PRO AND OTHERS NUTRITION
PRODUCTS AVAILABLE IN MARKET DUE TO WINDOW DISPLAY
AT RETAIL OUTLETS
Window Display of products
N Mean Std. Deviation
Bournvita is doing window
display
60 1.50 .504
Amul pro is doing window
display
60 1.92 .279
Pediasure is doing window
display
60 1.78 .415
Horlicks is doing window display 60 1.33 .475
Complan is doing window display 60 1.78 .415
Boost, nestle nan is doing
window display
60 1.72 .454
Valid N (listwise) 60
22. FINDINGS FROM
CONSUMERS From the survey it has been observed that consumers are preferred Horlicks as well as
Bournvita while drinking milk but also there was somehow Amul pro is also been taken
by consumer.
One of the important observations is found that consumers are aware of DHA. This
means that consumers are known about DHA, which increases brain development, extra
protein and calcium.
It has been found that as consumers are preferred Horlicks as well as Bournvita, as
because it is highly available in the market.
It has been observed that consumers are come to know about health drink from display
at retail store. Also TV advertisements as well as print media played a significant role
It has been found that consumers are buying nutrition drink for him/ herself as well as
for their children
Consumers are often take health drink once in day and there were few consumers who
take twice in a day.
23. FINDINGS FROM RETAILERS
It has been observed from the survey that retailers have basically
keep Horlicks, Complan, Bournvita, in their store because it is more demandable
by consumers.
It has been found from the survey that the quantities of sale of products per day
are Cadbury, Heinz and GSK. Amul Pro is very least number of sale per day.
At retails outlets Horlicks and Bournvita is doing more window display. There
was no Amul pro window display at stores.
Retailers are taking products from distributors once in week as because horlicks
and bournvita are sold more than other products.
It has been found that retailers are getting credit facility from Cadbury as well
GSK. There was very less number of stores who got credit facility from Amul.
It has been observed that promoters are visiting once in a week at some retail
outlets. There were some promoters who are visiting in a month at some outlets.
25. What more can Amul do?
1. The product should be focused on TV advertisements,
as it is the best tool through which customers can get
easily get aware.
2. It should be available in almost all kind of
kirana store and other general store in major areas of
cities.
3. The company should give some commission to the
retailers for selling of the product and to post banners of
Amul Pro in the stores.
4. They should make the small sachet of Amul Pro
so that it will easy to taste this product for customer.
