Amul - The Taste of India | Marketing Strategy, Product & Brand Management
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Amul was formed in 1946 as a cooperative in Anand, Gujarat led by Dr. Verghese Kurien. It began with collecting 247 liters of milk per day and has grown to collecting 3.3 million liters daily. Amul follows a cooperative model where 80% of profits go back to the farmers. It has expanded across Gujarat and into other states. Amul is India's largest food brand and number one dairy brand, known for affordable, high quality products. The company focuses on umbrella branding, print, TV, and social media advertising to promote its products nationwide.
![HISTORY OF AMUL
1946
• Amul was managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd.
[GCMMFL]
• Tribhuvandas Patel formed an organization, Kaira District Co-operative Milk Producer’s Union Ltd.
[KDCMPUL]
1948
• The KDCMPUL had begun pasteurizing milk for the 'Bombay Milk Scheme'.
1973
• Headed by Dr. Verghese Kurien , Former Chairman of the GCMMF - He is also known as the man behind
the success of Amul.
• Led to the first modern dairy of the cooperative at Anand.](https://image.slidesharecdn.com/amul-thetasteofindia-201210061819/85/Amul-The-Taste-of-India-Marketing-Strategy-Product-Brand-Management-2-320.jpg)
Amul - The Taste of India | Marketing Strategy, Product & Brand Management
- 1. Marketing Strategy, Product & Brand Management PRESENTED BY : Akshay Krishnapurkar (85) Abhishek Kankirad (80) Ketan Chavan (66) Yusuf Kavare(82)
- 2. HISTORY OF AMUL 1946 • Amul was managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. [GCMMFL] • Tribhuvandas Patel formed an organization, Kaira District Co-operative Milk Producer’s Union Ltd. [KDCMPUL] 1948 • The KDCMPUL had begun pasteurizing milk for the 'Bombay Milk Scheme'. 1973 • Headed by Dr. Verghese Kurien , Former Chairman of the GCMMF - He is also known as the man behind the success of Amul. • Led to the first modern dairy of the cooperative at Anand.
- 3. First Modern Dairy Cooperative , at Anand
- 4. About The Brand Dr. Varghese Kurien FATHER OF WHITE REVOLUTION • It all began when milk became a symbol of protest • Formed in 1946, managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMFL) • The Brand name AMUL is derived from a sanskrit word "AMULYA" • Today Amul Dairy is No.1 dairy in India, which is matter of proud for India. • AMUL - Anand Milk Union Limited Started from 247 litres of milk per day Now around 3.3 million litres per day.
- 5. Value For Many Value For Money Profitable For Farmers Affordable For Consumers
- 6. R S Sodhi MD at AMUL COOPERATIVE MODEL - AMUL 1. Milk Procurement 2. Milk Processing 3. Milk Packaging 15 % Distribution Network 5 % Farmers Profit 80 % Money for distributor, wholesaler, retailer, transportation, logistics and reverse logistics
- 7. AMUL STATICS 36 Lakh Farmers 18,500 Villages 3.3 M Litre Milk 52,000 Crore Turn Over Massive Business Volume Build EXPANSION STRATEGY 01 Village Level 02 03 District level State level EXPANSION In Procurement In Processing In Distribution 1947 2020 300 300 Litres 3.3 M Litres 3 Crore LITRE Y E A R S AMUL Starting in 1947
- 8. ORGANIZATIONAL STRUCTURE Internal Structure External structure State Marketing Federation District Milk Processing Union Village Co-operative Society Milk Producers Chairman Managing Director General Manager Deputy General Manager Assistant General Manager Finance Marketing Sales & Purchase Production Quality & ProductHR Store & Dispatch * For each department Sr. Manager, Manager, Deputy Manager & Asst. Manager are appointed
- 9. AMUL PREFERRED OUTLETS Number of Outlets : 7,300 (Aim to reach 10,000) Industry Dairy Company Size 500-1000 employees Headquarters Anand, Gujarat Types Government Agency Founded 1973 Specialties Sales & Marketing
- 10. CRITERIA FOR SELECTION OF APOs • Visibility – How prominent is the location of your shop ? • Shop Area – 100 to 300 sq. ft • Good Business Potential • Exclusive Amul Outlet – No other products are to be sold • Cost of Renovation of Shop : Rs. 60,000 to Rs. 1 Lakh • Branding from GCMMF Ltd • Supplies : Through company wholesale dealers • Security Deposit : Rs. 25,000 (locked for 1 year) Equipment : • 1 or 2 Deep Freezers • 1 Refigerator • 1 Pizza Oven • 1 Chest Milk Cooler
- 11. WORKING HOURS Monday – Sunday 10 AM to 11 PM AMUL OFFERS Amul Products Offer Price Last Date Amul Kadhai Doodh 180 ML Rs 16 (Rs 20) 31/12/2020 Amul Kool (Kesar) 180 ML Rs 22 (Rs 25) 31/12/2020 Amul Lassi 1 Litre Rs 65 (Rs70) 31/12/2020 Amul Processed Cheese Tin 400 GM Rs 200 (Rs 210) 31/12/2020 Amul Pure Ghee 1 Litre (Pouch) Rs 495 (Rs 515) 31/12/2020 Amul Pure Ghee 500 ML (Tetra Pack) Rs 255 (Rs 265) 31/12/2020 Amul Shrikhand Delite (Butterscotch) 500 GM Rs 85 (Rs 105) 31/12/2020
- 12. HOARDINGS CONTEMPORARY FRESHNESS Amul – In your Budget Amul – No Jam. Only Butter Amul – Have it in Public
- 13. AMBIENCE
- 14. AMUL PARLOUR LAYOUT ENTRANCE INTERIOR SPACE COUNTER SERVICE FRIDGE ICE CREAM STORAGE FREEZER FURNITURE
- 15. HIRING PROCESS OF AMUL Steps Involved : Written Test : Which tests your analytical skills based on case solution presentation. Personal Interview VC interview with the director of Amul
- 16. MARKETING STRATEGY Umbrella Branding PRINT TV OUTDOOR SOCIAL MEDIA WORLD RECORD THE GIRL LONGEST RUN CAMPAIGN BRAND IDENTITY : REFLECTION OF UMBRELLA BRANDING
- 18. 4 Ps of Marketing Mix PRODUCT PRICING PLACE PROMOTION
- 19. SWOT ANALYSIS STRENGTH WEAKNESS OPPORTUNITIES THREATS • Exceptional Growth • Large Production Capacity • Market Leader & Best Quality • Brand Recall & Equity • Huge Customer Base • Operational Cost • Portfolio Expansion • Per Capital Milk Consumption • International Markets • Chocolate Production • Increasing Competition • Negative Media Coverage
- 20. BCG MATRIX ANALYSIS THE CASH COWS STARS QUESTION MARKS DOGS High Low High Low Market Share MarketGrowth Amul Milk, Amul butter and Cheese Amul Ghee Amul Ice cream Amul Lassi Amul cookies and pizza
- 21. Porters 5 Forces Model Rivalry Among Competitors (High) Large no. of competitors Local Dudhwalas • Requires heavy capital investment and difficult to achieve economics of scale • Access to very complex and well established distribution channel • Customer loyalty Threats Of New Entrants Bargening Power of Buyers Threats Of Substitutes • Presence of multiple competitor and local dudhwalas • Home delivery and freshness of local dairy products from local dudhwalas makes it more complex • Although many substitues in drinking arena when compared with milk are available, the dairy industry enjoys high profitability in case of other dairy products • Mainly the suppliers are rural milk producers and thus there bargeining is very low Bargening Power of Suppliers
- 22. Brand Line Extension Of Amul 1. Bread Spreads 2. Ice Creams
- 23. Brand Line Extension Of Amul 3. Amul Happy Treats 4. Amul Fresh Creams 5. Amul Chocolates
- 24. PRICING POILICY LOW COST PRICING STRATEGY QUALITY ORIENTED PRODUCTS PRICE LESSER THAN OTHER BRANDS
- 25. THANK YOU !