THE 4P’s OF

MARKETING

C V M JAHNAVI
BFT/18/291
 INTRODUCTION
 Formed in 1946, is a dairy cooperative movement in India.

 A brand name managed by Gujarat Co-operative

Milk Marketing Federation(GCMMF)

 Jointly owned by 2.79 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.
 Overseas markets -
Mauritius,UAE, USA,Bangladesh,Australia, China, Singapore, Hongkong
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.

 Has a 15% market share in the Rs 15,000 crore milk category, and a
37% share in the Rs 900 crore organized ice-cream segment.
PRODUCT PLACE

4P’s of
AMUL

PRICE PROMOTION
 Produc
It produces icetcreams, bread spreads, milk
drinks, fresh milk, powder milk, cheese,
ghee, butter and desserts
 Pric
e
• Amul malai paneer- 19 rupees, amul butter 23 rupees,
amul fresh cream 28 rupee, amul gold milk 56 rupees,
amul kool kesar 30 rupees, amul mango shake 15 rupees.
 Promotio
• Amul moppetn
little girl wearing a polka
dress; created a home in hearts and minds
of millions of Indians.
 Plac
• Amul comprises ofe300 stock keeping units,
46 sales office, 3600 distributors, 1,00,000
retailers with refrigerators and 500,000 non-
refrigerator retail outlets
 LIQUID FRESH
MILK
ES
T

BU
LA

T
TE
CO

R
O
CH

PIZZA
CREAM
ICE

COMPETITION
LowCos Robust
t Strate Supply Chain
gy

Success!!
Strong
Distributi Divers
on Networ e Prod
k u c t Mix
Te c h n o l o g y
and e - i n i t i a t
ives
 CONCLUSION
• AMUL’S Philosophy
• Trustworthy of 1,000 million Indians
• Also known for food brand
 BIBILOGRAPHY

• https://amul.com/

• http://www.amuldairy.com/