amul fmcg

Presented by …………..

Kavita choudhari 66Krutadnya Digrajkar 67Neelam Gaikawad 77Pallavi Gore 78Snehal Jawale 97

INTRODUCTION CompanyLargest milk producer30 multi brands

Market leader..in ghee & butter with more than 85 % market share Very strong supply chain

CustomersExtremely satisfied Move From loose

milk to packaged milk & then to tetra pack

Amul –Business Model

Pasteurization

Every day Amul collects 7 million liters of milk from 2.6 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods to over 500,000 retail outlets across the country.

• Moving consumers from loose milk to packaged milk and gradually move them up the value chain (tetra pack to beverages)

• Being exposed to a brand, it is natural for a customer to try more products

Defense Strategy

Robust Supply ChainThe vast and complex supply chain

Hierarchical network of co-operatives

Stretches from small suppliers to large

fragmented market

Low cost strategy Amul adopted a low-cost price strategy to

make its products.

Affordable and attractive to consumers by

guaranteeing them value for money

Diverse product mixAmul butterMilk PowderGheeCheese ChocolateShrikhandIce-creamNutramulMilk

Strong Distribution NetworkAmul products are available in over 5,00,000

retail outlets across.

It has strong distributor network of over

3,500 throughout India

47 depots with dry and cold warehouses to

buffer inventory of the range of products.

SWOT AnalysisStrengths

Largest food brand in IndiaHigh Quality, low priceWorld’s largest pouched milk brandHighly diverse product mixRobust distribution network

WeaknessesRisk of highly complex supply chainStrong dependency on weak infrastructureAlliance with third parties who do not belong

to the organized sector

OpportunitiesInternational marketsDiversify product portfolio to enter new

product categoriesExpand existing categories like processed

food, chocolates etcThreats

CompetitorsGrowing prices of milk and milk productsBan of exports of milk power

PricingDone market survey..to check viability and feasibility of the market & then decide the Price. Price include(Cost of milk, labour cost, processing cost, transport cost.ect..),

PeopleStrong supply chainProductwide range of product like butter,chese, icecream,sweets,chocolate

4p’s of Amul

Promotion Amul butter girl is the longest add campain

for the past 43 yrsAmul captures the headlines and shows in such a way..that..the moment v see it its get capture inour brainIt uses rotational promotions campains

PlaceStrong supply chainMore than 400 amul

parlorsFor strong supply chain amul has bring e-commerce(internet)

CompetitorsDefined firm mahananda,vijaya,Aggressive moves against, Britannia,Nestle

Advertisement strategy

Amul sponsored the singing competition Amul star voice of India, ‘Amul music ka maha mukabla’

Such way they target the customers

ConclusionMiddle Class Customer Population!Domestic Consumption!High Population!The Finest Set Of Perfect Competition In World!You May Not Purchase Software!You May Not Purchase Cement!You May Not Buy Clothes From A Retail Outlet!You May Aside Automobiles!But Soaps, Toothpastes, Tea, Coffee & So On Are Basic

Need For Us!Thus FMCG Is On & On!!!!!!!!!!!!!!!

THANKYOU