Presented by,

AJAY PATEL1ST SEM

Content Introduction Product Amul Product’s Diversification Benefits Of Diversification Business Model What are The Segmentation Targeting Promotion Intelligent Marketing Ads Competition

Introduction

Amul (Anand Milk Union Limited),

established in 1946, is a dairy cooperative movement in

india. It is a brand name managed by an apex

cooperative organization, Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF), which today is

jointly owned by some 2.6 million milk producers in

Gujarat, India.

Product

• Bread Spreads

• Milk Drinks

• Powder Milk

• Fresh Milk

• Cheese

• Chocolate

Amul Product’s Diversification

BENEFITS OF DIVERSIFICATION

High Growth

Expansion of network

Advantage of each underline objectives

Business Model

Every day Amul collects 7 million of milk from 2.6million

farmer (many illiterate), Convert there milk into branded,

package products and delivery good to over 500,000 retail

outlet across the India

Its supply chain one of the most complicated in India

What are the Segmentation?

• Wide range of product categories caters to consumer

across all market segment. for example, Amul KOOL as

target at children, while teenager prefer KOOL café

• Low price range to High range

Targeting

• Increasing Market Share

• Young and Children

• High profile location LIKE—AMUL are

today present on Temples, Metro Rail and

Railways station etc.

Promotion

• Uses of variety of media to communicate

• The enduring polka dressed girl pun at various issues

increase brands fan

• Every festival some thing they bringing

• The chief of India promo invites hotel chefs to come up

with recipes using many Amul products as possible, and

is conducted at city, state and national level.

Intelligent Marketing

• One of the most conservative FMCG estimative GCMMF

spends a mere 1% of its turnover on promotion

• GCMMF has written and re-written rules of the game

• Amul Butter girl is one of the longest run ad campaigns in

country for 41years

• Campaign using like Amul star voice of India

Ads

Some Tv Add

Competition

• Nestle

• Havmor ice cream

• Cadboury

• Mother Dairy

• Thank….U