• FORMED IN 1946, IS A DAIRY COOPERATIVE MOVEMENT IN INDIA.

• A BRAND NAME MANAGED BY GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. (GCMMF)

• JOINTLY OWNED BY 2.6 MILLION MILK PRODUCERS IN GUJARAT

• SPURRED THE WHITE REVOLUTION OF INDIA, WHICH HAS MADE INDIA THE LARGEST PRODUCER OF MILK AND MILK PRODUCTS IN THE WORLD. HAS FINALLY CREATED A BILLION-DOLLAR BRAND.

• OVERSEAS MARKETS - MAURITIUS, UAE, USA, BANGLADESH, AUSTRALIA, CHINA, SINGAPORE, HONG KONG AND A FEW SOUTH AFRICAN COUNTRIES

• FRESH PLANS OF FLOODING THE MARKETS OF JAPAN & SRI LANKA.

• DR VERGHESE KURIEN, FORMER CHAIRMAN OF THE GCMMF -THE MAN BEHIND THE SUCCESS OF AMUL.

INTRODUCTION

RawMilk

Condensed

Ghee Butter Cream

Packaged Milk

Ice creamBeverages

Dried

SkimmedMilk

Powder

BUSINESS PROCESS

TIER-1: VILLAGE LEVEL CO-OPERATIVE SOCIETY

TIER-2 : “UNION” – PROCESSING , PRODUCT,MANUFACTURING

TIER-3 : GCMMF- MARKETING STRATEGY

SEGMENTATIONSEGMENTATION IS ACCORDING TO NEED, UTILITY, LIFESTYLE, INCOME, TASTE

In India: GHEEBUTTER CHEESE LOW FAT BUTTER MARGARINE CHEESE SPREAD MOZZARELLA CHEESE

AMUL BUTTER

Changing retail environment Young & Children

NRI Hygiene conscious people

Diabetes CustomerHigh Profile Locations: Infosys, Wipro,

IIM,etc.

TARGET MARKET

A MASS MARKET PLAYER, NO PREMIUM OFFERINGS

USP – QUALITY WITH AFFORDABILITY UP AGAINST NICHE PLAYERS – VALUE ADDITION

TO CUSTOMERSNEW OFFERINGS FOR HEALTH CONSCIOUS AND

VIBRANT INDIA –

HEALTH AND ENERGY DRINKS : SUBSTITUTE FOR COLASAMUL COOL,CHAAS,AMUL KOOL CAFE A HEALTH DRINK MADE FROM MILK

ICE-CREAMPROBIOTIC AND SUGAR-FREE VARIANTS CHOCOLATES SUGAR-FREE BRAND CALLED CHOCO-MINI TO TARGET THE DIABETIC

POSITIONING• TASTE OF INDIA

PROMOTIONSUCCESSFULLY ADVERTISED PRODUCTS

WITHOUT USING ANY BIG BRAND AMBASSADOR

ADVERTING HAS CENTERED ON BUILDING A COMMON IDENTITY – HAPPY HEALTHY CARTOON POLKA DRESSED GIRL

USED JINGLE THAT REMAIN ON THE MINDS OF PEOPLE, EVOKING NATONAL EMOTION- TASTE OF INDIA

USES A VARIETY OF MEDIA TO COMMUNICATE BILLBOARD CAMPAIGN AT SAME LOCATION-

DADAR TTAMUL FOOD FESTIVALADVIERISEMENT AT VARIOUS ISSUES

INCREASED FAN FOLLOWING

ONE OF THE TOP TEN BRAND IN INDIA

IMPACT WHEN IT CHANGE FROM SAGAR

CONTROVERCY WITH AMUL MACHO

BENEFIT WHILE LAUNCHING NEW PRODUCT

• BRAND RECOGNITION AMUL IS KNOWN IN WORDWIDE ONE OF THE TOP TEN BRAND IN INDIA • BRAND LOYALTY EG. CURRENT MARKET SLACK MADE CONSUMER TO WAIT FOR AMUL PRODUCTS

• BRAND PENETRATION NOT ONLY BUTTER IT’S AMUL BUTTER

• BRAND RECALL TOP BRAND FOR DAIRY PRODUCTS

AMUL’S COMPETITOR

S

MILK MAHANAND

MOTHER DAIRY WARNA

BUTTER &CHEESEBRITANIANESTLE

CHOCOLATECADBURYNESTLE

ICE CRÈAMQUALITY WALLS

WADILALPESTONJI

CURD & GHEEWARNANESTLE

GOWARDHAN

AMUL’S MAJOR COMPETITORS

FOR MILK :- AMUL ALWAYS ON R&D ,THEY INTRODUCED TETRA PACK AVAILABLE IN MARKET, NOW INTRO OF FLAVOURED MILK

BUTTER &:- SEGMENTED MARKET & INTRO OF PRODUCT LIKE SALTED CHEESE BUTTER & LITE AS PER CONSUMER

CHOCOLETE:- TRY TO BE DIFFERENT THAN CAD & NESTLE

CURD & :- CAME WITH ATTRACTIVE PRICE WITH MORE EXPIRY PERIOD GHEE

ICE CREAM :- GIVEN ATRACTIVE LOOK, AND MORE VARIETY AT AFFORDABLE PRICE

FOOT ON EVERY SEGMENT OF MILK PRODUCTION

MARKETING DEVELOPING MARKETS FOR ITS PRODUCT WITH

PROPER RESEARCHCONSUMER CENTRIC STRATEGY FOLLOWEDEASY AVAILABILITY AT MARKET , TRY TO GET B TO C BUSINESS BY USING MEANS

LIKE INTERNETMAINTAINING A HEALTHY LEVEL OF CUSTOMER

BASE FOR ITS BASE PRODUCTS (LOW VALUE SEGMENT).

CHANGE PRODUCT ACCORDING TO CONSUMERS

INTELLIGENT MARKETING OF MILK, ICECREAM AND BUTTER MILK.

POST LAUNCH SURVEY

SURVEY AT THE TIME OF LAUNCH

PRE LAUNCH SURVEY

ALTERATION,CHANGES,REVIESED STRATEGY

STAMINAA ENERGY

DRINKAMUL KOOL

BETTER SEGMENTATI

ON

VARIETY

POSITIONED AS COLD

DRINK

INNITIALY FAILED

GREAT SUCCESES

CHANGED TO

•AMUL’S OWN OUTLETS AT EVERY 1 KM

APO

PROTECTION TO

RETAILERS

REDUCES GAP

CONSUMERS

AVAILABILITY CONTROL

ADVERTISING

BETTER MARKET

UNDERSTANDING

• IT’S STRONG BRAND NAME • HIGH LEVEL OF LOGISTICS• BETTER DISTRIBUTION CHANAL• COLD STORAGE FACILITY AT DISTRIBUTER LEVEL• PRODUCT AVAILABILITY IN MARKET • BETTER INFRASTRUCTURE • STRONG RELATIONSHIP WITH FARMERS• CONTINIOUS R&D• HEALTHY RELATIONSHIP WITH COSTOMERS

1. AMUL MILK

2. AMUL GHEE

3. AMUL BUTTER

4. AMUL CHEESE

5.AMUL KOOL

Expansion to foreign shores

• SIGNED AN AGREEMENT WITH WAL-MART TO STOCK ITS SHELVES WITH PRODUCTS UNDER ITS AMUL BRAND NAME.

• INTRODUCED LOW FAT VERSION FOR FOREGN CONSUMERS

• INTRODUCED GREAT VARIETY TO CONSUMERS AS PER THEIR TEST

• TARGETED NRI COMMUNITY IN US WITH UNDERSTANDING THEIR LIFE –STYLE, LIKE READY PACKING WITH PRODUCT LIKE MITHAI

A COMPANY INTENDS.....

TO DELIGHT CUSTOMERS

TO SATISFY STAKEHOLDERS

TO GET MUTUAL BENEFITS

TO SUSTAIN GROWTH

TO BE GLOBAL LEADER

THAT IS….

TO GIVE WHEEL TO FARMERS