amul milk case study final 1
TRANSCRIPT
Team Members: arya patri Kavita charya
INTRODUCTION INITIAL OBSTACLES ENVIRONMENTAL VARIABLES STP 4P’s PERFECT COMPETITION TO OLIGOPOLY RECOMMENDATION
Set Up by GCMMF with an investment of Rs.100 Crore
The largest Co-operative Movement Turnover of Rs.2,882 Crore 3,000 Distributors & 5,00,000 Retailers
Ignorance of Consumers
Price Competition
Retailer Whims
Micro Environment
Competition – Package imitation Customer – No Clear Brand Preference Market-Intermediary – Removed
Restrictions & Entered into Formal Agreements
Macro Environment
Demographic – Children, Elderly, Labour Class
Technological – Print Date of Mfr & Code No.
Socio-Cultural – Mentality of Housewives Legal – Food Adulteration Act; 8.5% SNF &
4.5% Fat
Demographic – Age, Income & Occupation
Geographic – Upcoming Settlements on City Outskirts
Behavioral – Diabetics, BP Patients, Elderly & Labour Class
Children Elderly Labour Class
POSITIONING Amul Gold Full Cream Amul Saathi 200 ml Pouch
PRODUCT PRICE• AMUL GOLD Rs.11/Lt• AMUL SHAKTI Rs.10/Lt• AMUL SAATHI Rs.7.50/Lt• AMUL TAAZA Rs.9/Lt• 200 ml Pouch Rs.1.70• 8 to 8 Counter
PLACE* 170 Retail Outlets* Removal of Restrictions on Crate Deposits* Incentives for New Retailers
PROMOTION* Printed Date of Mfr & Code, Ingredient* Amul Merit Scholarship* Amul Milk Logo* Gifts, Milk Van Rallies & Awards
Product getting Differentiated * Ingredients are varied* Shelf Life Increased* Packaging
A Few Competitor At Par AMUL
Bigger Economy Packs for Tea Shops & Restaurants
Variants for Fitness Minded Youths Home Delivery Create Consumer Awareness
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