amul Amul marketing mix. Business Model. mascot Amul products promotion Swot analysis

1. COMPANY - AMUL

3. INTRODUCTION
AMUL (Anand Milk Union Limited) company was
Founded in 1946, a dairy cooperative movement in
India.
Dr. Verghese Kurien , former chairman of the company.
He was the man behind the success of Amul.
It is the largest food brand as well as biggest vegetarian
cheese brand in India and involved rural development.
It is one of the best example of the cooperative
achievement in the developing countries.

4. BUSINESS MODEL
Amul followed a unique business model, which aimed at providing
'value for money' products to its consumers, while protecting the
interests of the milk-producing farmers who were its suppliers as
well as its owners. It has a three-tiered structure.
Every milk producer of the village is a member of the Village Dairy
Cooperative Society. These members elect their representatives.
These representatives together manage District Milk Unions.
These district milk unions take care of milk and milk products and
their processing. They sell these products to the State Milk
Federation. State Milk Federation then acts as the distributor that
sells or facilitates the selling of the products in the market .

5. BUSINESS MODEL
As one can understand from this model, the dairy is in control of the
villagers themselves. The district unions manage their processing and
packaging. These unions employ professionals to manage the dairy,
processing, packaging, and other links in the supply chain.
Farmer organizations come together under one umbrella of Amul
and they directly sell products to consumers through state milk
federation. This elimination of intermediaries could ensure a good
quality product at a competitive price.

7. Amul girl refers to the advertising mascot
used by Amul, an Indian dairy brand. The
Amul girl is a hand-drawn cartoon of a
young Indian girl dressed in a polka
dotted frock with blue hair and a half
pony tied up. The Amul girl advertising
have often been described as one of the
best Indian Advertising concepts because
of their humour .
Amul Mascot

8. MARKETING MIX
PRODUCT
Dairy Products
Cooking Products
PLACE
Rural, Urban and
International Market
PROMOTION
AMUL uses current
scenarios in its
advertising campaign
PRICE
Competitive and Low
Pricing Strategy.

9. Products
Amul a leading food brand in both
Dairy and Non Dairy
• Amul Milk
• Amul Butter
• Amul Ghee
• Amul Dahi
• Amul Cheese
• Amul Chocolates
• Amul Shri-khand
• Amul Ice cream
• Amul Beverages etc.

10. TARGET AUDIENCE
• KIDS - Amul Kool , Chocolate , Milk ,Ice-Cream
• WOMEN - Amul Calci+
• YOUTH - Amul Pizza Cheese , Cheese spread
• CALARIES
Conscious - Amul Lite , Skimed Milk,Powder
• HEALTH
Conscious - Healthy Food Drink , Amul Shakti,
Nutramul

11. Promotion
Amul spends only 1% of its Turnover on its
promotions.
Amul Food Festival held for many years in the retail
outlets.
The Chef of India contest invites people to come up
with recipes using as many Amul products as
possible.
Catchy slogans.
Posters having puns and homour.

12. ADVERTISEMENT
Amul is well known for its
innovative hoardings.

13. Poster Billboards Contest
Amul uses variety of medium
to communicate -

14. SOCIAL MEDIA
Facebook Twitter Instagram

15. NEWSPAPER
VIDEOS

16. COMPETITORS
• Mother Dairy
• Nestle
• Patanjali
• Cadbury
• Britannia
• HUL

17. SWOT ANALYSIS

18. STRENGTH
High quality , Low price
Strong supply chain and distribution Network
Expansion of Network
Highly diverse Product Mix
Loyal Customer base
Brand image and follows Umbrella Branding - common
brand for most product categories.

19. WEAKNESS
Low awareness of product categories like chocolate.
Dependent on Villages for its raw materials

20. OPPORTUNITIES
Potential to expand in small towns
Product line expansion
Partnership

21. THREATS
Increase in both Global and Local competitors.
Stiff competitions from MNCs in butter.
Increasing Price of Milk and milk products
Ban on export of Milk powder.
The yield of Indian Cattle still much lower than other
dairy countries .

22. CONCLUSION
Amul has risen from Indian soil and it remains
Indian in every sense.
It is one of the fastest and successful growing
business house in India.
There is ample scope in the low price segment
as also in other categories.
Follows Umbrella Branding as all the products
are sold under one brand name.
It has intelligent marketing strategy.

23. Thank You