anuj amul.pptx
TRANSCRIPT
Amul case study
Prepared by : Anuj Kumar
BajpaiDeepak kumarManoj Mishra
Dushyant singh
Submitted to:Prof. Kamal gupta
HISTORYFormed in 1946Dairy Cooperative based in
Anand,GujratBrand name taken from Sanskrit
word “Amoolya” means PreciousManaged by GCMMF
Reason for Establishment: Exploitation
of marginal milk producers by traders
or agents of existing dairies in the small town named Anand.
Factors that made AMUL success
AmulAvailability, VFM, Quality
Mascot: “Amul Baby”
Robust Supply chain
Product diversificati
on
Technology and E-
initiatives
Promotions: Topical
Pricing Strategy
Product line ,Brands Varient of Amul
Product line Brand and varientsAmul milk Amul gold ,Amul tazaBread spread Amul butter ,Amul lite ,Delicious table margarine ,Amul cooking butter
CheeseAmul processed cheese ,Amul emmental cheese ,Amul gauda cheese ,Amul cheese spreads,Pizza mozzarella cheese
UHT milk Amul gold milk ,Amul taza,Amul calci,Amul lite milk
Beverage range
Amul kool flavoured milk , Amul kool café ,Amul kool koko,Amul kool milk shake,Amul stamina can,Nutramul energy drink ,Amul spiced buttermilk ,Amul kool Lassee,Amul prolife lassee,Amul prolife butter milk
Icecream
Amul ice cream (cone-120ml,100ml,80ml,50ml),Cup(125ml,100ml,80ml,90ml,40ml),Plastic container (1 litre,750 ml,500 ml,125ml,100ml,80ml,60ml),stick(70ml,60ml,40ml),take home(Bulk packs(5 litre,4 litre),take home packs(2.2 litre,1.5 litre,1.25 litre,1 litre),combo packs (750ml+750 ml free) and family packs (500 ml,250 ml )
Paneer Amul malai paneerDahi Amul masti dahi,Amul probiotic dahi,Amul flaavyoGhee Amul ghee,Sagar ghee,Amul yellow(cow)ghee
Milk powdersAmul spray ,Amulya ,Sagar skimmed milk powder,Sagar tea coffee whitener,Full cream milk powder
Nutramul NutramulMithai range Amul shrikhand, Amul gulab jamoon,Amul basundi, Amul avsar ladooMithai mate Amul mithai mate
ChocolatesAmul chocolate ,Amul chocozoo ,Chocolate syrup,Amul wafer chocolates,Amul rejoice resorted chocolates,Amul cooking chocolates,
Fresh cream Amul fresh creamPouch butter milk Amul pouch butter milk
Brand Portfolio
Sales turnover of AmulYEAR PRODUCTION(in million) TURN OVER(in mollion)
1995-96 65 139701996-97 68 142801997-98 71.5 148901998-99 74.8 185761999-00 78 204702000-01 84.5 221202001-02 87.5 226802002-03 92 235902002-04 97 257802004-05 102.3 268902005-06 105.3 289802006-07 110.2 307902007-08 113.5 309802008-09 118 325602009-10 121.3 349002010-11 126.4 40980
3 C’s of AMUL
•Largest milk brand in Asia. It is no. 1 in Asia and no. 2 in the world
•Market leader(85%) in ghee and butter•Very strong supply chain•Quality with affordability
Company
•Satisfied and Loyal•Move from loose to packaged milk•Improved socio-eco conditions of the customers, has
changed their lifestyle and thus the scope for product innovation has increased.
Customer
•Amul has to defend against Mahananda, Vijaya, Milma•Aggressive moves against Britannia, Nestle, Mother Dairy,
Kwality•Amul has a competitive sustainable advantage. This lies in the
procurement part•Intelligent Marketing via "AMUL BABY"
Competitor
AMUL Brand
Elements
Brand Mascot:
Amul Girl
Brand Name
Brand Logo
Brand Slogan
Brand Jingle
The Taste of India
Factors which helped Amul to build Brand ImageQualityValue for moneyAvailabilityService
ADVERTISEMENT STRATEGYTraditional Method: Focus on food products
Amul changed the way food products werecommunicated to the people in India.
Focus on mother brand – Amul, and not its products like butter, pizzas, or cheese.
Brand identity of AmulPHYSIQUEAmul girlSlogan “The taste of India”the punch linePERSONALITY Innocent PatrioticRELATIONSHIPSocially evocativeFriendCULTURE Indian valuesCooperative
REFLECTI ON Modern and
stableSocial observerSELF-IMAGESocially
responsible Truly Indian Health-Conscious
Product Related Attributes of AMULLow cost,Availability of the products, Quality, Good taste, Topical i.e. associating the product with a recent happening, Distinctive packaging, Nutritious value, Delicious, Healthy, Hygiene, Pure, Flavor, Fresh, And reliable.
Competitors of AmulProducts CompetitorsButter Britannia,NestleCheese BritanniaBaby Food Nestle,HeinzDairy Whitener Segment Britannia,NestleIce Creams HULChocolates and Confectionaries Cadbury,NestlePizza Pizza Hut,DominosCurd Nestle, Mother DairyUltra High Treated Milk Britania, NestleSweet Condensed Milk NestlePaneer BrtianniaMilk Additives Cadbury, Smithkline BeechamFlavored Milk Britannia, Nestle
The Amul model Three-tiered structureEstablishment of a direct linkage between
milk producers and consumers by eliminating middlemen
Milk Producers (farmers) control procurement, processing and marketing
Professional management
Butter market in IndiaTraditional product, dominated by
unorganized sector Branded butter available - salted and
unsaltedCo-operatives dominate organized segmentMajor brands (manufacturers) - Amul
(GCMMF), Vijaya (AP), Aavin (TN),Nandini (Karnataka)New Entrant: Britannia
Strategies for Amul Maintain loyality of
customersMaintain
relationship with dealers
Focus more on mother brand –Amul butter
Better promotion compare to competitors
Reduce product depth
Maintain relationship with suppliers
Brand Ambassador Target health
conscious customers
Thank You!