FMCG

(Fast Moving Consumer Goods)

What is FMCG?
Products which have a quick turnover Relatively low cost Gets replaced within a year. Examples of FMCG toiletries, soap, cosmetics, tooth cleaning products, shaving products and detergents, as well as other non-durables such as glassware, bulbs, batteries, paper products, and plastic goods, pharmaceuticals, consumer electronics, packaged food products, soft drinks, tissue paper, and chocolate bars. Also includes innovative electronic products such as mobile phones, MP3 players, digital cameras, GPS Systems and Laptops.

- White

goods in FMCG

- The Indian FMCG sector is the fourth largest in the economy. - A market size of US$13.1 billion. - Well-established distribution networks, intense competition between the organized and unorganized segments, FMCG in India has a strong and competitive MNC presence. - It has been predicted that the FMCG market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. - The middle class and the rural segments of the Indian population are the most promising market for FMCG. - Most of the product categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita consumption as well as low penetration level, but the potential for growth is huge.

THE TOP 10 COMPANIES IN FMCG SECTOR

SR NO. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. COMPANIES Hindustan Unilever Ltd. ITC (Indian Tobacco Company) GCMMF (AMUL) Nestl India Dabur India Asian Paints (India) Cadbury India Britannia Industries Procter & Gamble Hygiene and Health Care Marico Industries

INTRODUCTION
(Anand Milk Union Limited)

AMUL means "priceless" in Sanskrit. The brand name "Amul" from

the Sanskrit "Amoolya" was suggested by a quality control expert in Anand. Amul products have been in use in millions of homes since 1946. Amul a leading food brand in India with a Turnover: Rs. 52.55 billion in 2007-08.

HISTORY OF THE COMPANY

Formed in 1946 , is a dairy cooperative movement in India. A brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Jointly owned by 2.6 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, Hong Kong 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. On 10 Aug 2006 Parthi Bhatol was elected chairman of GCMMF The white revolution has finally created a billion-dollar brand.

Founder Of The Amul Company

Dr Verghese Kurien, the Chairman of the GCMMF (Gujarat Co-operative Milk Marketing Federation Ltd), an apex cooperative organization, based in the in Anand town of Gujarat, India.

White Revolution (1966)

Verghese Kuriens Amul experiment in Gujarat soon blossomed into the much larger Operation Flood, spread over 23 states, 170 districts and 90,000 village cooperatives. It changed India from an importer to the world's largest milk producer and exporter.

Amul - Business Model

RAW MILK

pasteurization

Condensed

Packaged Milk Ice cream Beverages

Ghee Butter Cream

Dried Skimmed Milk Powder

10

AMUL SALES GROWTH

Sales Turnover Of 1505 million US dollar in 2008-2009

Sales US $ (in million)

1600

1400

1200

1000 Sales US $ (in million) 800

600

400

200

ORGANIZATION STRUCTURE

Gujarat Cooperative Milk Marketing Federation (GCMMF)

India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat In 1954, Kaira District Co-operative Milk Producers Union built a plant to convert surplus milk produced in the cold seasons into milk powder and butter.

In 1958, a plant to manufacture cheese and one to produce baby food were added. Subsequent years saw the addition of more plants to produce different products.
In 1973, the milk societies/district level unions decided to set up a marketing agency to market their products. This agency was the Gujarat Cooperative Milk Marketing Federation (GCMMF) & was registered as a co-operative society on 9 July 1973.

THE

STPS
OF AMUL

SEGMENTATION

Wide range of product categories caters to consumers across all market segments. For example, Amul Kool is targeted at children, while teenagers prefer Kool Caf, as it has a cool imagery associated with it.

Segmentation is not as easy in curd and low fat products, due to mixed audiences, various culinary applications , eg. ghee, butter and cheese. In India, the most used spread is ghee, then butter, cheese, low fat butter, margarine, cheese spread and mozzarella cheese.

TARGETING
Changing retail environment . Striking out on its own, with Amul Outlets or parlours to deliver consumers total brand experience.

Launched in 2002, there are now 400 Amul parlours across the country, which contributed 3% to the brands total turnover last year.
High profile locations: Amul parlours are today present on campuses of Infosys, Wipro, IIM-A, IIT-B, Temples, Metro rail and railway stations in Gujarat.

POSITIONING
A mass market player, no premium
USP Quality with affordability Up against niche players value addition to customers Sheer size and scale of operation offerings

New offerings for health conscious and vibrant India

PRODUCT MIX OF AMUL

19

THE 4 PS OF

PRODUCT
Introduction of new range of products to suit different targeted segments Variety Design Amul Kool Beverages , Flavoured Milk Butter Milk, Amul Skimmed Milk Powder. Sizes and Packages wide range to suit key price points and occasions

PRICE
Pricing In line with customers offerings Incentive schemes eg. Amul Gold Extra Cream Milk give more value for the same price Affordable Price that suits that different kinds of customer.

PLACE
Make use of its strong distribution structure. Urban as well as rural. New Regional Sales Offices to increase width and penetration and focus in rural areas. Exporting its products in Foreign countries.

AMUL sponsored the Singing Competition AMUL Star Voice of India, Amul music ka maha mukabla Uses a variety of media to communicate Most famous is billboard campaign The endearing polka dressed girl and pun at various issues increased brands fan following. Amul presents Master Chef India creates a milestone by attracting more than 15 lack views even before the launch of the show.

EXPANSION TO FOREIGN SHORES

GCMMF had signed an agreement with Wal-Mart to stock its shelves with products under its Amul brand name. Amul processed cheese, pure ghee, Shrikhand, Nutramul, Amul's Mithaee Gulab Jamuns are few of the products marketed in the US markets. 50 per cent of Americans being medically obese, and if Amul is really looking to capture the hearts of the second- and third-generation Indians, offering low-fat versions of its brands, would make a lot of commercial sense. Hence targeting the large Indian community in the US markets with its niche products like mithai, packaged ready to eat foods market it can definitely expand its market to a large extent.

Exports
GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 13 years. The major export products are: Consumer Packs Amul UHT Milk (Long Life) Amul Gold Extra Cream Milk Amul Taaza Full Cream Milk Amul Slim and Trim Milk Amul Pure Ghee Amul Mithaee Gulabjamun

Nutramul Brown Beverage Amul Fresh Cream Amul Kool Beverages Flavoured Milk Butter Milk Lassee Amulspray Amul Butter Amul Shrikhand Amul Cheese Amul Malai Paneer Amul Ice Cream Bulk Packs Amul Skimmed Milk Powder Amul Full Cream Milk Powder

:
BRITANNIA NESTLE HUL CADBURY MOTHER DAIRY

CONCLUSION
Amul has risen from Indian soil and it remains Indian in every sense. There is ample scope in the low priced segment as also in other categories. There are a significant number of retailers who are currently stocking more than two brands. Amul has the opportunity to capture the more evolved young adults and children who are open to new products provided they meet their expectations.

NAME
Shreyas Chaurasia

ROLL NO
07
PRESENTED BY: 12

Mitali Deolekar
Sunny Galiya

14

Sachin Pandey
Shruthi Poojary Nasreen Sayyed Pravesh Shetty

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