AMUL - India's largest food brand and the world's largest producer of dairy products, so what is the Strategic Management of Amul? and what made it so big?

1. Strategic Management
The Taste Of India
Amul

2.  Promotional schemes
 Online marketing
 Corporate Social Responsibility
 Threats from competitors
 Popularity poll
 Conclusion
 Introduction
 Mission and Vision
 Current status
 Origin
 Products offered
 Marketing strategy
Overview

3. ► Indian Diary Cooperative
► Based at Anand in the state of Gujarat
► Managed by the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF)
► Spurred India’s White Revolution
Introduction

4. MISSION - GCMMF endeavour to satisfy
the taste and nutrition requirements of the
customers, of the world through excellence
in marketing by their committed team.
Through co-operative networking, they are
committed to offer quality products that
provide best value for money.
VISION - Amul’s vision is to provide more
and more satisfaction to the farmers, their
customers, employees and distributors.
Mission and Vision

5.  India’s largest food brand
 World’s largest producer of milk and milk products
 Ranks 15 in Global Diary rankings
 Has 750 employees of Marketing Arm and consist of 3.6 million
milk producer members from 18,536 village milk cooperative
societies, 17 member unions covering 33 districts
 Annual turnover 2015-16 USD 4.6 Billion
Current Status

6.  Registered on 1st December 1946
 A response to exploitation of milk producers
 Derived from a Sanskrit word "amulya", which means "priceless“
 In 1999, it was awarded the "Best of all" Rajiv Gandhi National
Quality Award
 Took five decades to become India’s largest food brand
Origin

7. Products offered

8. Products offered

9. Products offered

10.  Segmentation, Targeting and Positioning
 Mass marketing principles
 Middle class is targeted
 Top of the mind positioning
► Competitive advantage
 Supply chain
 Wide product portfolio
Marketing Strategy

11. ►Brand equity
►Competitive analysis
►Market analysis
►Customer analysis
►Price
Marketing Strategy

12.  Promotion of products in a rotational cycle
 Social media
 Amul Butter Girl billboard ad campaigns
 Amul food festivals
 Various contests are held
 Amul Maharani
 Chef of India
► Sponsering various T.V. shows
 Amul STAR voice of India
 Master Chef
Promotional Schemes

13.  Addressing social and political issues
 Instant feedback
 High engagement level
 Content plan
 Hit online, try offline
Online Marketing

14.  Tribhuvandas Foundation
 Amul’s green movement
 Blood donation campaign
 District rural development agency
 Scholarships
Corporate Social Responsibility

15. Threats
Butter
 Britannia
 Nestle
Cheese
 Britannia
 Go
Ice Cream
 Baskin Robbins
 Naturals

16. Threats
Pizza
 Pizza hut
 Dominos
Curd
 Danone
 Mother Diary
Chocolate
 Cadbury
Paneer
 Britannia

17. A. Which brand would you prefer for dairy products?
a. Nestle
b. Britannia
c. Mother Diary
d. Amul
B. Which brand’s advertisement have you seen the most?
a. Nestle
b. Mother diary
c. Britannia
d. Amul
C. Which Amul product’s advertisement have you seen the most?
a. Chocolates
b. Ice creams
c. Milk
d. Butter
D. Have you ever used the following Amul products?
a. Amul lite
b. Energy drink
c. Breads
d. chocolates
Popularity Poll

18. ►Amul clearly a market leader
►True to its original vision
►Ways to improve
 Change in promotional plan
 Changes in social media content plan
 Equal attention to all products
 New marketing strategies
Conclusion

19. Question?