Presented by,

Nagendra
Prakash P.Vyas
3rd sem
 Introduction

Amul (Anand Milk Union Limited),

formed in 1946, is a dairy cooperative
movement in India. It is a brand name
managed by an apex cooperative
organisation, 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
 For Cooking
 Chocolate
Amul Product’s Diversification
Dairy Non
Dairy
 BENEFITS OF
DIVERSIFICATION
1. High Growth
2. Expansion of network
3. 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
 Raw Milk

Packaged Milk Dried

Condensed
Ice Cream Skimmed Milk
Ghee Butter Milk
Beverages Powder
 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

 Changing Retail environment

 Young and Children
 High profile location like—Amul are today
present on campuses of Infosys parlor,
Wipro, IIM-A, IIT-B, Temples, Metro Rail
and Railways station
 Diabetes customer
 Promotion
 Uses of variety of media to communicate
 Most famous in bill board
 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
 Compaigh using like Amul star voice of India
Ads
Some Tv Add
 Competition

 Brittania
 Nestle
 HLL
 Cadboury
 Mother Dairy
 Conclusion

Using very good Strategy for selling the

product .
For all segment of Product’s are available
 Thank….U