By

Chayanka k
Rashmi A Deshpande
Ramesh Babu
 Formed in 1946, is a dairy cooperative movement in India with 250 liters
of milk per day with name KAIRA DISTRICT CO-OPERATIVE MILK
PRODUCERS’ UNION.
 A brand name AMUL is managed by Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF).
 The brand name Amul means “AMULYA” (suggested by a quality control
expert in Anand). This word derived form the Sanskrit word “AMULYA”
which means “PRICELESS”.
 Amul has spurred the white revolution of India, which has made India
the largest producer of milk and milk products in the world and the
White Revolution has finally created a billion-dollor brand. It is also the
world's biggest vegetarian cheese brand.
 Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world.
 Amul has more than 150 chilling centers in various villages.
 Dr. Verghese Kurien, former chairman of the GCMMF – the man behind
the success of Amul
 Mission 2020
Dairy cooperatives of Gujrat turnover of Rs.27000
crores by the year 2020
 The vision
To liberate our farmers from economic oppression and lead
them to prosperity
 Objectives
To ensure that the maximum share of consumer’s rupee
goes back to the milk producers.
LEVEL MEMBERS DECISION-
MAKING
•Price paid to district
State unions (fixed across
Federation unions)
•Product mix and
quantity

•Price paid to village

District co-operative societies

•Membership
•Price paid to milk
Village
suppliers
 RAW MILK

pasteurization

Condensed
Packaged Milk
Dried
Ghee Skimmed Milk
Ice cream
Butter Powder
Beverages
Cream
 Ice-cream Manufacturers

Restaurant/Food Chains

Coffee Shop Chains

Milk Temples

Bakery & Confectionaries

Pizza Retailers

Snacks Retailers

Butter/Cheese/Ghee
 Amul Kool Chocolate Milk
Nutramul Energy Drink
Kids
Kids Amul Kool Millk Shaake

Women
Women
Amul Calci +

Utterly Delicious Pizza

Youth
Youth
Amul Emmental Cheese
Amul Cheese Spreadsv

Amul Lite
Calorie
CalorieConscious
Conscious Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk

Nutramul
Health
HealthConscious
Conscious Amul Shakti Health Food Drink
 Amul never forgot its “primary
customer”
- Amul collects 447,000 ltrs of milk
from 2.12 million farmers (many
illiterate)

 Product for youth

- Amul launched Chocolate milk under
brand
name of ‘Amul Kool Koko’ targeting
the youth

 Product for diabetic people

- India’s First Pro-Biotic Wellness Ice
cream &
Sugar Free Delights For Diabetics
 Product for the health
conscious
- Amul Launched “low fat, low
cholesterol
bread spreads”

 Product for the price

sensitive India
- Low Priced Amul Ice Creams and
affordable ‘sagar’ whitener

 Product for the urban class

- Amul launched emmental,
gouda and pizza mozzarella cheese
 Threat of new entrants
Is high because
There are no entry
barriers

Competitive Rivalry
Bargaining Power Bargaining Power
is High due to
of Customers is of Suppliers is low
High because of Other brands and because the suppliers
Various Are rural milk
competitors Local players producers

Threat of
substitutes is high
because of
availability of
Other products
Product s/Brands Competitors
Butter Britannia, Nestle
Cheese Britannia
Baby food Nestle, Heinz
Dairy Whitener Segment Britannia, Nestle
Ice creams HUL
Chocolates & Confectionaries Cadbury,Nestle
Pizza Pizza Hut, Dominos, Nirulas Frozen
pizza
Curd Nestle, Mother Dairy
Ultra High Treated Milk Britannia, Nestle
Sweet Condensed Milk Nestle
Paneer Britannia
Milk Additives Cadbury, Smithkline Beecham
Flavored Milk Britannia, Nestle
 What goes into the contract that is brand name
 1)Quality-No brand survive long if it’s quality is not equal or
exceed customer expectations.
 Incase of food product hygienic, taste, bacteriological &
organoleptic standard ±main essence.
 2)Value for money-customers get more than what they pay.
 Keep price fair & do best to ensure that retailers don’t gain at
the expense of customer.
 3)Availabilty-Brand available when and where customers
want.Amul has nation’s finest distribution network.
 4)Service-Committed to total quality
 Product Positioning Strategy
 Product Re-Positioning Strategy
 Product Overlap Strategy
 Product Design Strategy
 Product Elimination
 Diversification Strategy
 Value Marketing Strategy
 Product Scope Strategy

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Placing a product in that part of the market
where it will receive a favorable reception
compared to competing products.

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 India’s
First Pro-Biotic Wellness Ice
cream & Sugar Free Delights For
Diabetics.

 LowPriced Amul Ice Creams made

Kwality Walls life hell.

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Flank Attack..
Age Wise.. Aug 25 2007
 Amul launches Chocolate milk under brand

name of ‘Amul Kool Koko’.

 Thisis targeted at teenagers

and youths.

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 Nov11, 2007: Amul in Multinational Arena With
Snack Launch: “Munch Time”.
Flavors: Masala , Mint and
Tomato .
 New Product Activity.

 Nov 26, 2007 : Amul Launches “Fresh Paneer”

(Free From Any Harmful Chemicals)
Flank Attack—Expanding its Cheese Segment.
Current market share 65%.
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 New Competition
 Change in consumer preference
 Wrong original positioning

 Amul marketed bottled water product named

“JALDHARA” but due to less potential in the
market it turned out to be blunder.
 Now Amul is all set to launch bottled water

“NARMADA NEER”.

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Situation where company decides to
compete against its own brands.

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 Powdered Milk
 Health and price Conscious.

“SAGAR Vs Amulya”.
USP:
 Sagar is affordable whitener for health conscious

one.

 Cheese Spreads
 Specific Vs General

“Amul Processed Cheese Vs Cheese Spread”

USP:
Cheese spread is highly accepted spread for regular
use.
 Milk Drinks

“Nutramul Energy Drink Vs Amul Kool” 22

Strengths
•Modernization of traditional milk
production
•Robust distribution chain
•Extensive cold storage system
•Trust of producers & consumers both
•Provision of services to cattle farmers
•Presence in all milk product ranges
•Value in quality & price
•Trained graduates from reputed institutes
Weaknesses
•Bound by dated legislation
•Less control over milch yield
•Cannot accommodate transport
delays (perishables)
•Dependence on poor infrastructure
for supply (roads, electricity etc)

Opportunities
Threats
•New product development
•Unorganized players
•Increase in export of product range
•Other dairy co-operative societies
•Favourable changes in tastes and
•Risk of contamination throughout
disposable income of consumers
channel
•Penetration into areas where SHGs
•Competitors are companies, not
etc have not entered
bound by inherent obligations of co-
•Capturing the segment which is
operatives
tilting towards branded products
“Whether to offer standard or customized
products.”

 Amul has offered a mix of both standard and

customized products.
 Use of Utterly-Butterly Girl:
Using since 1967.
Entered in the Guinness Book Of World Records for
being the longest running campaign ever.

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Product reaches the stage where continued
support is no longer justified where performance is
falling short of expectations, it is desirable to pull
the product out of the market place.

“ It eliminated “JALDHARA” a decade ago as

Bottled water product do not have potential
customers”.

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Seeking unfamiliar products or markets or both in the
pursuits of growth.

Secrets of Amul’s Diversification Philosophy:

Progressive addition of higher value products while

maintaining the desired growth in existing products.

Amul introduced products with consistent value

addition but never left the core philosophy of
“providing milk at a basic, affordable price”

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27
 HighGrowth
 Expansion of network
 Advantage of each underline objectives.

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Providing a product that works as claimed, is
accompanied by decent service, and is delivered on
time.

Commitment to quality.
Value for money
The generation for awareness.
Fostering Of Loyalty

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“Perspective
of the
product
mix
of a company”

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 Uses of variety of media to Uses of variety of media to
communicatecommunicate
 Most famous in bill boardMost famous in bill board
 The enduring polka dressed girl pun The enduring polka dressed
girl pun at various issues increase brands faat various issues
increase brands fa
 Every festival some thing they Every festival some thing they
bringingbringing
 The chief of India promo invites hote The chief of India promo
invites hote chefs to come up with recipes using chefs to come
up with recipes using many Amul products as possible, many
Amul products as possible, and is conducted at city, state
STAR ??????????????
Amul butter Amul chocolate
Amul tazzaUTH Amul masti dahi
Amulya dairy whitner Amul lassi
Mithaimate

CASH COW DOG

Mozarella cheese Infant milk range
Amul pizza base Amul shakti
Amul tazza fresh milk Nutramul
 Physique : Personality :
Taste, Quality Simple, Indian

 Culture : AMUL Relationship :

Co-operative, Sharing Sociable

 Reflection : Self-Image :
 Value Oriented Proud Indian,

Fun loving