PERSENTED BY :-CHANDAN KUMARMuzaffarpur BiharSBS AHEMADABAD
COMPANY PROFILE:-
COMPANY NAME:-GUJARAT COOPERATIVE MILK MARKETING FEDERATION.
BRAND NAME:-AMUL
INDUSTRY TYPE:- DAIRY
FOUNDED:-1946
LOCATIN:-ANAND GUJARAT
AMUL
Place •North Bihar •Muzaffarpur.Motihari,Sitamadhi,vashali
POPULATION •200000 LK•Rural population- 120000 lk,Urban-800000 lk
Address • ABC Tower • Shanti gali Muzaffarpur
Territory
Product Profile
Child
youth
Men, women
Patient
Old person
Consumer of Amul
Market share
butter; 90
cheese; 80
chee; 20
pouched milk; 25
MARKETING POLICIES
Distributer and dealers
Distributer and dealer :-Amul product are available in over 800,000 retail outlets across India through its network of 5000 distributors.
FIST LEG :-from manufacturing units to depots, amul has 65 depots across major cities of India
SECOND LEG:-from depot to distributer amul has a network of over 5000 distributor .the margin offered to the distributers range between 3-5%.
THIRD LEG:-this is the flow good from WD to retailers best plan is prepared and transportation is done on outoriakshus and other .
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MILK PROCESSING PLANT
GCMMF WEARHOUSE
WHOLSEALER/DISTRIBUTER
RETAILER HOME DELIVERY CONTRACTOR
CUSTOMERCUSTOMER
Amul outlets
Customer
Distribution channel
Media.Most famous is billboard campaign.The endearing polka dress girl and pun at various
issues increase bran fane following.Amul food festival.Slogan likho Disneyland dekho contest.Amul maharani contest.Amul sponsorship competition .
Promotion policy
MARGIN
Chee and butter WD Retailer3 %
MRP6%
POLICIES
REGARDING RURAL MARKETING :- No different policy for rural marketing
DIFFERENTIAL PRICE:- Most of the amul product has lower price in state of Gujarat due to less transportation cost but out the Gujarat add the transportation cost and other taxes.
UNUSED MILK:-Milk once, supplied to retailer is not taken back, retailer uses the unused milk after ‘best before ’ date for making other dairy products such as paneer, etc
NO VOLUME DISCOUNT TO DISTRIBUTER, PRICE ARE FIXED.
Payment system
Amul do not sell its product to distributors on credit.
The payment to the company is done by distributor through account and the payment to the distributers is also done through cheque.
SR NO
FEATURE ADVANTAGE BENEFITS
1 Quality differentiation Consumer love quality
2 Calcium essential for strong bones and teethes strong
strong bones and teethes
3 Vitamin A Improve vision and keeps skin and hair healthy
Better eyesight and healthy skin and hair
4 Phosphorous Important for healthy bones and teeth
strong bones and
teethes
5 Iron Stronger the bones It full fill the daily 40% Iron
nutrition requirement
FAB analysis
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