India – Emerging Dairy Capital of the World The Amul Perspective ...
Amul India
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Transcript of Amul India
Presented by,
AJAY PATEL1ST SEM
Content Introduction Product Amul Product’s Diversification Benefits Of Diversification Business Model What are The Segmentation Targeting Promotion Intelligent Marketing Ads Competition
Introduction
Amul (Anand Milk Union Limited),
established in 1946, is a dairy cooperative movement in
india. It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is
jointly owned by some 2.6 million milk producers in
Gujarat, India.
Product
• Bread Spreads
• Milk Drinks
• Powder Milk
• Fresh Milk
• Cheese
• Chocolate
Amul Product’s Diversification
BENEFITS OF DIVERSIFICATION
High Growth
Expansion of network
Advantage of each underline objectives
Business Model
Every day Amul collects 7 million of milk from 2.6million
farmer (many illiterate), Convert there milk into branded,
package products and delivery good to over 500,000 retail
outlet across the India
Its supply chain one of the most complicated in India
What are the Segmentation?
• Wide range of product categories caters to consumer
across all market segment. for example, Amul KOOL as
target at children, while teenager prefer KOOL café
• Low price range to High range
Targeting
• Increasing Market Share
• Young and Children
• High profile location LIKE—AMUL are
today present on Temples, Metro Rail and
Railways station etc.
Promotion
• Uses of variety of media to communicate
• The enduring polka dressed girl pun at various issues
increase brands fan
• Every festival some thing they bringing
• The chief of India promo invites hotel chefs to come up
with recipes using many Amul products as possible, and
is conducted at city, state and national level.
Intelligent Marketing
• One of the most conservative FMCG estimative GCMMF
spends a mere 1% of its turnover on promotion
• GCMMF has written and re-written rules of the game
• Amul Butter girl is one of the longest run ad campaigns in
country for 41years
• Campaign using like Amul star voice of India
Ads
Some Tv Add
Competition
• Nestle
• Havmor ice cream
• Cadboury
• Mother Dairy
• Thank….U