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!