• Current market Share : 65 %

• Market Potential in milk shed area is 231 lakh kg per day (23.1 million kg per day)

• It can grow at a annual rate of 4%

• Amul has a 40% market share in the icecreamand frozen desserts business, estimated at an annual revenue of Rs. 2,500 crore and Market Potential of growing 20 %

Market Potential Of Amul

Target Market of total

market

1st Phase 35%

2nd phase 50%

3rd Phase 65%

Financials

Market share

2012 25%

2013 28%

2014 31%

2015 34%

2016 37%

2017 40%

• Concept1 :Pricing Strategy

• Amul follows Penetration Pricing Strategy by using

low cost pricing for its products

• To make the product affordable and Value for money

• Product Positioning Strategy

• Concept 2 : Distribution (Physical Outlets ):

Changing The retail environment

• Striking on its own with Amul outlets or parlors to

deliver consumer total brand experience.

3 Concepts of B2b

• Concept 3 : AIDAS Theory of Selling

• Amul uses the AIDAS theory of selling. AIDAS

stands for Attention, Interest, Desire, Action,

Satisfaction.

• Amul sells its products by gaining attention of

the distributors to its product, Creating interest ,

desire , action and satisfaction

•