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Case study on Amul Milk Turns to Gold

Submitted to: Rutwa Mehta Submitted by: Mayank Bhimani

Introduction :Amul ( Anand Milk Union Limited ) is Co-operative Milk Dairy in Gujarat. Amul created network link more than 30 lakh village milk producers with millions of consumers in India and abroad through a cooperative system. Amul turnover is 67.11 billion in 2008-09. Amul is All dairy plants of the unions are ISO 9001-2000, ISO 22000 certified. Amul is established in 1946.

Amul Defending :Amul is largest milk brand in Asia. More than 25 differenet-differenet brand of dairy products like cheese, ice-cream, milk, butter, butter-milk, read to eat pizza etc. Amul is market leader in ghee and butter. Amul milk different different brand name available like vijay, milma , etc.

Defense Strategy : A sound strategy likely to work. Improving socio-economic condition of the customer anchors the desire to enhance lifestyle Being exposed to a brand, it is natural for a customer to try more products

 Moving consumers from loose milk to packaged milk and gradually move them up the value chain (tetra pack to beverages, all available under the Amul brand)

Segmentation :Segmentation is not as easy for Production, mixed audience, various application, like butter , ghee and cheese. Some segment is crosses like Amul Kool is special for children, but use is all people.

Flank Attack : Amul launches Chocolate milk under brand name of Amul Kool Koko This is targeted at teenagers and youths. Amul in Multinational Arena With Snack Launch: Munch Time. New Product Activity Amul Launches Fresh Paneer Amul Launches Fresh Paneer

Positioing :Amul is mass market player offerings. Amul brand all product quality affordability. Amul customer are value added. Amul are offer for health conscious and health energy drinks stamina in India. Amul milk better than cola drinks . Amul launch special for dayabities peasant sugar free ice-cream, and other items.

Targeting :Amul want to changing retail environment. Amul was over the consumer expectation for delivery and parlous of Amul. Amul was launch across 400 parlours in country. Amul high profile location parlours are today present like Infosys, Wipro, IIM-A, IIT-B Tamples Metro railway station, in India.

Product Design Strategy :Amul is the customized Product.

Use for long time running. (Guinness Book of World Records )

Promotion : Product portfolio Amul brand to rotated for two-thee year. After ice-cream launch Customer demand for sugar free ice-cream and other item launch. Focus on shifted of cheese. Use of different-different media and communication for advertisement. Amul brand name close like T-shirt, Cap, etc are lanch. Celebration stating of Amul Festival.

Developing Demand : A low-cost price strategy production Limited purchasing power, modest consumption levels.

Distribution Net-work: Cash transactions throughout the supply chain Dry and cold warehouses JIT improves dealers' return on investment

Umbrella Brand :a) Common brand for every product categories b) Amul sub-brand

Swot-Analysis :1) Strengths :Automatic Plan it is Technical manpower More and more demand Profitability

2) Weaknesses :Distribution Chanel Problem Competition Perishability

3) Opportunities :Market flexibility Export of all product

4) Threats :Milk vendors.

Intelligent Marketing : Amul is the 1% spends of its turnover on Promotions. Amul with GCMMF has written and Re-written rules of the game. Amul butter girl is one of the longest run ad campaigns in the country for 41 years Intelligent marketing of milk, icecream and butter milk.

Conclusion :Amul is produce to no. of item. Amul should focus on each criteria on each market segment. Most power full decision is differentiation among place wice product.