2. Group members having a
discussions about the project
Stewart
Sonali Manjiri
Mahesh Chaitali

3. About the
product
Demand
analysis
Cost & Revenue
concept
Market
structure

4. Module :1
About the
Product

5. Introduction to the
company
 Amul "priceless" in Hindi.
 The brand name "Amul," from the Sanskrit
"Amoolya," meaning Precious was suggested by
a quality control expert in Anand, formed in
1946, is a dairy cooperative in India.
 It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF),
which today is jointly owned by some 3.1 million
milk producers in Gujarat, India.
 Amul is based in Anand, Gujarat and has been
an example of a cooperative organization's
success in the long term.

6. REASONS FOR SUCCESS
Robust Supply Chain
Low Cost Strategy
Diverse product mix
Amul Butter, Ghee, Milk Powder, Cheese,
SUCCESS!! Chocolate, Shrikhand, Ice Cream, Amulspray,
Milk, Nutramul And Amulya
Strong Distribution network
Technologhy And E-Initiatives

7. Amul Products Diversification

8. Amul Growth Rate
Annual Turnover of 4300 Crore (2006-07)
Rs 10000 Crore mark in 2010
Five decade to became Rs 2000 Crore entity
but the turn over doubled to over Rs 4300
crore within nine
years form 1999-07
12000
10000
8000
6000
4000
2000
0
1946 1999 2007 2008 2009 2010

10. Amul
marketing in
rural India

11. Members : •2 district milk producing units
Number of producer • 3.11million members
members:
Number of village • 11,962 villages
societies:
• 9.91million litres per day
Total milk handling
capacity:
Daily average milk • 6.31million litres
collection
• US$1068million in 2011
Sales turnover:
• supply chain management
Biggest strength :

12. 1. Creative advertising
2.High brand presence
3.High visibility
4.Excellent product
quality and trusted name
1. Low product
range/ taste
1. Smaller packages
2.No frills packaging
for rural customers at
1. Growing lower cost
market share of 3.New tastes/varieties
other players 4.Tieup with
restaurants/food
chains/pizza parlors

13. Module:2
Demand Analysis

14. Demand for Amul
products
 The demand for Amul can never fall
because of the types of products
produced by them.
 They produce quality products and
have won the hearts of Indian people
and is become the taste of India for
more than 60 years.
 Due to the customer and industry
based approach of the company

15. Customer Based Market
Segmentation
Amul Kool Chocolate Milk
Kids Nutramul Energy Drink
Amul Kool Millk Shake
Women Amul Calci +
Utterly Delicious Pizza
Amul Emmental Cheese
Youth
Amul Cheese Spreads
Calorie Conscious Amul Lite
Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk
Nutramul
Health Conscious Amul Shakti Health Food Drink

16. Industry Based Market
Segmentation
Ice-cream Manufacturers
Restaurant/Food Chains
Coffee Shop Chains
Milk Temples
Bakery & Confectionaries
Pizza Retailers
Snacks Retailers
Butter/Cheese/Ghee

17. Amul – Product Portfolio
Category Market Share Market Position
Butter, Ghee 85% 1
Milk Powder 40% 1
Cheese 50% 1
Ice-cream 24.75% 2
Sweets 50% 1
Chocolate Drink 90% 1
Chocolate 10% 3

18. Marketing Strategy

19. Module:3
Revenue
Concept

20. STRATEGY
 As its product lists, GCMMF has
capitalized on the value added segment
with a wide range of Amul cheeses.
 The Amul brand represents 'value for
money' to the Indian consumer and its
cheese portfolio is competitively priced
and of assured quality.
 The company has been aggressively
marketing its cheese products, to the
extent of even moving away from its
umbrella brand strategy and introducing
a new mascot, the Amul Cheese Boy.

21. STRATEGY
 When low cost pizzas were
introduced, Amul adopted an innovative
and successful strategy of increasing
sales of an elitist product (cheese) by
reducing the price of another elitist
product (pizzas).
 Especially since 2005, the company has
focused on expanding its already strong
distribution network to smaller cities as
cheese demand has rapidly expanded
beyond the large metros.

22. Module:4
Market structure

24. Oligopoly competition
Definition: Strategy to sell
An oligopoly is a market form in
which a market or industry is
• Create goodwill in the
dominated by a small number of market due to less
sellers (oligopolists). number of sellers.
The word is derived, by analogy • There is less competition
with "monopoly", from the Greek they become the price
ὀλίγοι (oligoi) "few" + πωλεῖν
(polein) "to sell". maker
Because there are few sellers, each • They maintain their
oligopolist is likely to be aware of quality to be the taste of
the actions of the others. India.