Professional Documents
Culture Documents
Presented by:Chaman Kumari (10609144) Geetika Jain (10609149) Nikhil Dang (10609158) R Chandramouli (10609166) Samarth Goel (10609169) Sumit Mathur (10609178)
I N T ROD UCTION
Formed in 1946, is a dairy cooperative movement in India. Headquartered in the small town of Anand, Gujarat, it is a brand name managed by an apex cooperative organization, Gujarat Cooperative Milk Marketing Federation (GCMMF). Most popular food brand of India.
AMUL was the result of the immense efforts of Mr. Verghese Kurien
and Shri. Tribhuvandas Patel .
Industry Structure
India dairy is said to be emerging as a sunrise industry. Total milk production in India is 100.9 million tonnes which is approximately 15% of total world milk production.
4Ps of Marketing Price: Oligopolistic price strategies Other factors Promotion: Moppet, butter girl was used so to attract kids.
Products
Amul has a wide range of products Bread spreads, Milk drinks, Powdered milk, Fresh milk, Cheese, Cooking products, Desserts, Hearth drinks.
India's Milk Product Mix Ghee Butter Curd 27.5% 6.5% 7.0%
STP
Segmentation Geographic
Demographic
Targeting Teenagers & Youth Milk drinks and health drinks Ladies Calci+ Family Milk and cooking products
Positioning
Demographic Segmentation
Amul Kool Chocolate Milk Nutramul Energy Drink Amul Kool Millk Shake
KIDS
WOMEN
YOUTH
Amul Calci+ Amul Kool Caf Amul Ice Creams Amul Cheese Spreads
Amul Lite Sagar Skimmed Milk Powder Amul Lite Slim and Trim Milk
CALORIE CONSCIOUS
HEALTH CONSCIOUS
Positioning
Indias First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics Low Priced Amul Ice Creams made Kwality Walls life hell. Aug2007 Amul launches Chocolate milk under brand name of Amul Kool Koko, targeting teenagers and youth. Nov 11, 2007: Amul in Multinational Arena With Snack Launch:
Distribution
Distribution Channel
Company
Distributor
Retailer
Consumer
Financial Analysis
"So far, there is only one FMCG company ahead of Amul in retail sector. But in food sector, we have become the largest retail company with a turnover of over Rs6,700 crore," said RS Sodhi, chief general manager of GCMMF. For the financial year 2008-09, GCMMF registered a 27.7% growth. Mission 2020 envisages that the dairy co-operatives of Gujarat will have a group turnover of Rs27,000 crore by the year 2020. This will be three-fold
increase over our current group turnover. Milk production in our milk shed
area will increase to 231 lakh kg per day," said Parthi Bhatol, Federation Chairman. The market share of Amul ice cream is 38% against the 9% market share of HLL, thus making it 4 times larger than its closest competitor followed by a 7% market share of mother dairy.
Financial Analysis
Data Interpretation 1
Questions to Retailers Which brand do u sell the most? Which brand has a better margin? Which brand does the customer prefer more? Which company is good in order taking capacity? Which company is having better replacement policy?
AMUL % 44 27 48 40 24
Mother Dairy% 49 27 42 40 51
Parag % 24 4 5 10
Others % 7 22 6 5 15
30
30
20
20
27
24
22
Others24
30%
Slimtrim17%
500ml30%
Yes-88 Yes-93 Yes-91 Yes-89
1litre30%
No-12 No-7 No-9 No-11
2 litre30%
>>2ltrs10%
Market Share
Amul is having less brand equity than Mother dairy but more then other brands.
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