india’s milkman brings us the taste of india - amul

India’s Milkman brings us the Taste of India -

AMUL- Rachel Mathew

- PGDM AIMA(2013-15)- MARKETING MANAGEMENT

Manthan-The Churning

• As said by Dr. Kurien • Directed by Shyam

Benegal • Revolves around the

evolution and the background of the Kheda District Co-operative

The Beginning

- Polson Dairy Mumbai – Pestonji Edulji Dalal (Parsi from Mumbai)

- Polson’s main consumer- Unfair trade practices – Pricing- Root cause for the uprising

Dr. Rao enquiring about the general practices regarding Milk Trade

Dr. Rao collecting samples from the households providing milk

Dr. Rao meets Mishra – the owner of Ganganath Dairy

Dr. Rao brings milk samples to his place for testing

Team of 3 members arrive from the city

Team conducts awareness programme on Milk Co-operatives

1 2

3 4

After the word of mouth effect many other villagers come to sell milk to Dr. Rao

Dr. Rao and his team start collecting milk under the name of “Kheda Milk Co-

operative Society”

Members of the society become the members of the Co-operative

Transfer of managing the Co-operative

A clash between the two casts takes place during the election

Post election scenario

• The election is won by a lower caste member

• This upsets the Sarpanch• Political contacts • Suspension of Dr. Rao

Dr. Rao leaves Kheda

Bhola takes over and continues to lead the

Co-operative

The story thereon

• Such co-operatives were formed in different villages

• Formation of Anand Milk Co-operative• Dr. Kurien appointed with Anand Milk Co-

operative• Overproduction of milk • Diversification

AMUL – ANAND MILK UNION LIMITED was formed

- 1946- GCMMF- World's

largest producer of milk and milk products

PRODUCTS

Breadspreads Amul Butter Amul Lite Delicious Table Margarine

Cheese Range Amul Pasteurized Processed Amul Processed Cheese Spread Amul pizza (Mozerella Cheese)Cheddar Cheese

PRODUCTS

Cheese range Amul Emmental Cheese Amul Gouda Cheese Amul Malai Paneer Utterly Delicious PIzza

Fresh Milk Amul Gold Amul Shakti Amul Taaza Amul Slim & Trim Amul Cow Milk

PRODUCTSUHT Milk Range

Amul Gold Amul Shakti Amul Taaza Amul Lite Amul Fresh Cream

Milk Powder Amul Full Cream Amulya Dairy Sagar skimmed Amulspray infant Sagar Tea and coffee Milk Powder Whitener Milk Powder Milk Food Whitener

PRODUCTSMilk Drink Amul Kool Amul Kool café Amul Kool Koko Amul kool Amul Kool

NutramulFlavoured Milk Milk shake Chocolate Milk Energy Drink

Health Drink

Stamina instant Energy Drink

PRODUCTS

Brown Beverage

Nutramul Malted Milk Food

Curd Products Amul Masti Dahi Amul Masti spiced Amul Amul Flaavyo buttermilk Lassee Yoghurt

Products

Pure Ghee Amul Pure Ghee Sagar Pure Ghee

Sweetened Condensed Milk

Amul Mithaimate

Products

Mithaee Range (Ethnic Sweets)

Amul Shrikhand Amul Mithaee Amul Basundi Avsar Ladoos Gulabjamuns

Ice – cream Sundae Range Probiotic Sugarfree and Probiotic

Products

Chocolate & Confectionary

Amul Milk Chocoloate Amul Fruit & Nut chocolate

Amul Chocozoo Amul Bindass Amul Fundoo

PRODUCT MIX FOR EVERYONE

• 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 MIX FOR EVERYONE

• 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

Product Abandonment and Repositioning

• 10 years back, Amul took a shot at bottled water through ‘Jaldhara’ which was produced by NDDB.

• However the venture failed owing to less demand for packaged water in market. The product was abandoned.

• NARMADA NEER

Market share

• Amul owns 85 percent share in butter market • 70 percent in cheese share market. • Amul is the market leader in Cheese• 63% share in infant milk and 45% market share in dairy whitener. • Amul also enjoys a 26% share in the packaged milk market.

2012

Distribution areas

PriceAmul Gold Gujarat, Delhi & NCR, Mumbai, Kolkata, Kanpur, Lucknow,

Allahabad, Agra, Meerut, Aligarh, Asansol, Nagpur, Raipur, Indore, Bhopal, Jaipur, Ajmer, Pushkar, Udaipur, Jodhpur, Pali , Pune, Nasik

Rs. 46

Amul Taaza Gujarat, Delhi & NCR, Mumbai, Kolkata, Kanpur, Lucknow, Allahabad, Agra, Meerut, Aligarh, Asansol, Nagpur, Raipur, Indore, Bhopal, Jaipur, Ajmer, Pushkar, Udaipur, Jodhpur, Pali, Pune, Nasik

RS.36

AMUL BUTTER

India as well as other country like UAE / Bahrain / Kuwait/ Oman / Hong Kong / Shi Lanka / USA / Malaysia / Singapore / Qatar/ New Zealand .Also Amul Butter is available in segments like Kirana Store / Modern Format store / Amul Parlors / Hotel & Restaurant segment / Railway and Flight Kitchen etc

Chiplets(10)-Rs.69100g – 35500g- 172

Distribution areas

PriceAmul Lite Modern Format Stores, Refrigerated Retail Outlets & Amul Parlours Rs.58

(1l)Delicious Table Margarine

Refrigerated outlets, Amul Parlours, Kirana Stores, Modern Format Stores Rs 14.50(100g)Rs. 68(500g)

Amul Cooking Butter

Amul Butter is available in India as well as other country like UAE / Bahrain / Kuwait/ Oman / Hong Kong / Shi Lanka / USA / Malaysia / Singapore / Qatar/ New ZealandAlso Amul Butter is available in segments like Kirana Store / Modern Format store / Amul Parlors / Hotel & Restaurant segment / Railway and Flight Kitchen etc.

Rs.172(500g)

Amul Processed Cheese

In Top Outlets/APOs/MFS across Major cities and Towns in India and some countries abroad as well.

Block (1kg) – Rs.327Cubes(200g)-Rs.91

Amul Emmental Cheese

Top Gourmet Stores/APOs/MFS in Major Metros and Mini Metros

Distribution Areas

PriceAmul Gouda Cheese Top Gourmet stores/APOs/MFS in Major Metros and Mini

MetrosRs.170(250g)

Amul Cheese Spreads In top Outlets/MFS across major cities and towns in India and some countries abroad as well.

Rs.69

Pizza mozzarella Cheese In Top Outlets/APOs/MFS across Major cities and Towns in India and some countries abroad as well

Rs.76

Amul Gold Milk (UHT) Amul Gold is available in India as well as other country like UAE / Bahrain / Kuwait/ Oman / Hong Kong / Shi Lanka / USA / Malaysia / Singapore / Qatar/ New Zealand

Rs.185(500 ml)Rs. 360 (1l)

Amul Taaza (UHT) Amul Taaza is available in India as well as other country like UAE / Bahrain / Kuwait/ Oman / Hong Kong / Shi Lanka / USA / Malaysia / Singapore / Qatar/ New Zealand

Rs.185(500 ml)Rs. 360 (1l)

Amul Calci (UHT) All Over India Rs.185(500 ml)Rs. 360 (1l)

Distribution AreasPrice

Amul Lite (UHT) India as well as other country like UAE / Bahrain / Kuwait/ Oman / Hong Kong / Shi Lanka / USA / Malaysia / Singapore / Qatar/ New Zealand

Rs.185(500 ml)Rs. 360 (1l)

Amul Kool Flavoured Milk Elaichi/kesar/rose/badam/thandai/chocolate- All over India

Rs.20

Amul Kool café All Over India Rs.27(180ml)

Amul kool koko All Over India Rs.20 (200 ml)

Amul kool Milk Shaake Modern Format Stores, Retail Outlets & Amul Parlours

Rs.27 (180ml)

Amul Stamina Amul Stamina is available in India.Amul Stamina is available in segments like Amul Parlour / Modern Format store / Other traditional Parlour with Refrigerated facility.

Rs.15 (200ml)

Amul Lassi All over India Rs.15

Distribution Areas

PriceAmul Prolife Lassi Available in Gujarat and MaharashtraAmul Prolife buttermilk Amul Prolife Buttermilk is available in

Ahmadabad, Anand, Valsad and MumbaiAmul Pro All Over India in Normal Trade and Modern

Format StoresRs140/half kg

Amul Ice creams More than 800 cities across India at Amul Preferred Outlets, Amul Scooping Parlours, retail shops, vending push carts, hotels, restaurants, canteens, caterers etc.

Rs.125 – 250

Amul Flavyo Frozen Yoghurt Across India Rs.30 (125ml)

Amul Malai Paneer All Over India Rs. 30Amul Fresh Paneer Gujarat

Distribution Areas

PriceAmul Masti dahi Amul Masti Dahi is widely available in: Gujarat, Delhi & NCR, Western UP, Mumbai,

Pune, Nagpur, Raipur, Udaipur, Jodhpur, Jaipur, Indore, Bhopal, Chennai, BangloreRs.38(400 g)

Amul Flavyo Yoghurt Available in Gujarat and MaharashtraAmul Ghee Amul Ghee is available in India as well as other country like UAE / Bahrain /

Oman / Hong Kong / Sri Lanka / USA / Singapore / Qatar/ Australia / Saudi Arab / Japan /Hong Kong etc..Amul Ghee is available in segments like Kirana Store / Modern Format store / Amul Parlors / Hotel & Restaurant segment / Railway Parlour

Rs.185(500ml)

Sagar Ghee Sagar Ghee is available in Gujarat, Maharastra, Rajasthan and Goa.Sagar Ghee is available in segments like Kirana Store / Modern Format store / Amul Parlours / Hotel & Restaurant segment / Railway Parlour.

Rs.1774(5kg)

Amul cow ghee Amul Cow Ghee is available in India.Amul Cow Ghee is available in segments like Kirana Store / Modern Format store / Amul Parlours / Hotel & Restaurant segment / Railway Parlour.

Rs.190(500ml)


Amul Spray All Over India in Normal Trade and Modern Format Stores Rs.151Amulya All Over India in Normal Trade and Modern Format Stores Rs.165(5oog)Sagar Skimmed Milk Powder

All Over India in Normal Trade and Modern Format Stores Rs.125

Sagar Tea coffee Whitener

Normal trade in selected markets

Nutramul All Over India in Normal Trade and Modern Format Stores Rs.112(500gm)

Amul Shrikhand All Major retail outlets in Gujarat & Maharashtra as well as in all Amul Preferred Outlets besides All Modern Format stores in rest of the states.Also available in all Gulf countries, USA, Singapore, Australia, NZ & Kenya.

Rs.93(5oogm)

Amul Gulab Jamun

Amul Gulab Jamun is available in India as well as other countries like UAE / Oman. Also Amul Gulab Jamun tin is available in segments like Kirana Store / Modern Format store / Amul parlours, etc.

Rs.170(1kg)


Amul Avsar Ladoos Available only in Gujarat (APOs and selected Retail chains)Amul Mithaimate Amul Mithai Mate is available in India as well as other countries like

UAE / Bahrain / Shi Lanka / USA / Singapore / Qatar Also Amul MIthai Mate 400 g Tin is available in segments like Kirana Store / Modern Format store / Amul Parlors / Hotel & Restaurant segment / Bakery etc

Rs.75

Amul chocolate Amul Parlors, Grocery / Retail stores Rs.25-100Amul cooking chocolate

Available with select Amul dealers

Amul Fresh Cream Amul Fresh Cream is available in India as well as other countries like UAE / Bahrain / Singapore / Qatar. Amul Fresh Cream is available in segments like Kirana Store / Modern Format store / Amul Parlors / Hotel & Restaurant segment / Caterer, etc.

Rs.65(1l)

Amul Pouched Buttermilk

Gujarat, Delhi & NCR, Mumbai, Kanpur, Lucknow, Allahabad, Faridabad, Agra, Meerut, Aligarh, Nagpur, Raipur, Jaipur, Ajmer, Pushkar, Udaipur, Jodhpur, Pali

Rs.48(1l)

Expansion

• Yoghurt, lassi and curd in New Jersey in a few months.• Export milk products from the US to neighboring Canada and

other countries in Europe.• Begin manufacturing clarified butter (ghee) and cottage cheese

(paneer) at a New Jersey plant starting from February 2014.• GCMMF exports every year around Rs 100 crore worth of dairy

products including to the US, West Asia, and Europe. Around Rs 35 crore worth of milk products are exported to the US alone

GCMMF TURNOVER

Amul "Utterly Delicious" Parlours

Amul has recently entered into direct retailing through

"Amul Utterly Delicious” parlours.

Café Amul

• Venturing in quick service restaurants called Café Amul.• Tasting success with the two Amul Cafes at Ahmedabad,

GCMMF has opened two more Cafés in Ahmedabad & Bangalore on October 6th, 2011.

Advertisement - The moppet who put Amul on India's breakfast table• An icon of the sorts of modern India, the utterly butterly deliciously witty,

Amul Girl, an integral part of the Amul campaign turned 50 in 2012.

• First made an appearance in 1967.

• One of the best Indian Advertising concepts

• Sylvester Da Cunha

• AMUL spends a mere 1% of its turnover on promotions.• The Butter Girl Ad campaign is the longest ever ad

AdvertisementsThe Tagline/Slogan: “The Taste of India”

The Jingle: Utterly, Butterly, Delicious…..Amul

The Character/Mascot: The Amul moppet has been the mascot of Amul since 1967, sporting a young girl in red polka dot frock with 'utterly butterly delicious’ jingle.

india’s milkman brings us the taste of india - amul

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