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AMUL
The Taste of India
 GROUP-5

GROUP MEMBERS:-

 SATYAJIT PATHAK 42(A)

 DHAVAL KANERIA 16(A)
 ANUJ KAINTH 60(A)
 BIJESH KUMAR YADAV 12(A)
 ABHISHEK BANERJEE 01(A)
 ANIRUDH KUMAR SHARMA 05(A)
 AMUL……………
ITS NOT JUST A COMPANY
OR A BRAND………..
IT’S A REVOLUTION…….
WHITE REVOLUTION
AMUL -- A REVOLUTION
 Gujarat Cooperative Milk
Marketing Federation
 India's largest food products marketing
organisation.
 State level apex body of milk
cooperatives in Gujarat.
 Provides remunerative returns to the
farmers.
 Serve the interest of consumers by
providing quality products which are
good value for money.
 GCMMF……..
 Members: 13 district cooperative milk producers' Union
 No. of Producer Members:2.6 million
 No. of Village Societies:12,792
 Total Milk handling capacity:10.16 million litres per day
 Milk collection (Total - 2006-07):2.38 billion litres
 Milk collection (Daily Average 2006-07):6.5 million litres
 Milk Drying Capacity:594 Mts. per day
 Cattlefeed manufacturing Capacity:2640 Mts per day
 SALES FIGURES
Sales Turnover Rs (million) US $ (in million)
1994-95 11140 355
1995-96 13790 400
1996-97 15540 450
1997-98 18840 455
1998-99 22192 493
1999-00 22185 493
2000-01 22588 500
2001-02 23365 500
2002-03 27457 575
2003-04 28941 616
2004-05 29225 672
2005-06 37736 850
2006-07 42778 1050
 TURNOVER

 Every day Amul collects 447,000 litres of milk

from 2.12 million farmers (many illiterate),
converts the milk into branded, packaged
products, and delivers goods worth Rs 6
crore (Rs 60 million) to over 500,000 retail
outlets across the country. Annual turnover of
Rs 37.74 billion (2005-2006) is the biggest
diary product company in India.
 AMUL SUCCESS STORY:-

1)It advertising, Quality, Trust, Pricing, Availabilty, Packing or

combination of one or more factors.
2) Strong, efficient and low cost supply chain - buying directly from
farmer cooperatives.
3) Efficient, effective and widespread distribution of their products.
4) Strong marketing as their ads have shown.
5) Their low labor costs yet a committed labor force.
6) Wide range of dairy products. This gives the end-consumer a
wide variety of products. This, perhaps, also helps in production.
For instance, if a product is not selling in the targetted quantities,
production can be diverted to some extent to another product that
is selling.
Ads OF AMUL
AMUL GOLD
 Customer Delivered Value Chain
o Monetary Cost : Medium
o Time Cost : Low
o Energy Cost : Low
o Psychic Cost : Low

o Service Value : Medium

o Image Value : High
o Product Value : Medium to High
o Personnel Value : Medium.
VALUE CHAIN ANALYSIS
Primary Activities
PROCUREMENT
Support Activities

TECHNOLOGY
INBOUND
LOGISTIC OPERA-
TIONS

CUSTOMER
SERVICE CUSTOMER HUMAN
RESOURSE
MANAGEM-
OUTBOUND ENT
MARKETING LOGISTIC
&
SALES

FIRM INFRASTRUCTURE
 SEGMENTATION
 GEOGRAPHIC :
o City Or Urban : Urban, Sub Urban.

 DEMOGRAPHIC :
o Age : All Age Group.
o Income : 5000 +.
o Social Class : Upper Lower to Upper Upper.

 BEHAVIORAL :
o User Status : Regular User.
 SEGMENTATION
 BEHAVIORAL :
o Usage Rate : Medium to Heavy User.
o Benefits : Quality
o Loyalty Status : Medium
o Readiness Stage : Aware

TARGET AUDIENCE
Those Who Want High Quality milk with
Easily Availability.
 PRODUCT HEIARACHY
o Need Family -- Health.
o Product Family -- Pasteurized.
o Product Class -- Milk.
o Product Line -- Whole Milk.
o Product Type -- Amul Gold or Mother Dairy.
o Item -- Amul.
 PRODUCT LEVEL
Core Benifit -- Health
Basic Product -- Packaged white liquid
Expected Need -- Quality
Augmented -- Image
POSITIONING
o Image Positioning

VALUE PREPOSITION
o A high quality milk which is easily
available

BUYING BEHAVIOUR
o Habituated buying behavior
 PRICING STRATEGY
Low Medium High
High value
strategy
Amul gold High

Medium
Quality

Low

Price
AMUL BUTTER
Customer Delivered Value Chain
Butter
o Monetary Cost : Medium
o Time Cost : Low
o Energy Cost : Low
o Psychic Cost : Low

o Service Value : Medium

o Image Value : High
o Product Value : Medium to High
o Personnel Value : Medium.
 SEGMENTATION BUTTER
 GEOGRAPHIC :
o City Or Urban : Urban, Sub Urban.

 DEMOGRAPHIC :
o Age : 6 - 40 Years
o Income : 10000 +
o Social Class : Middle Class, Upper Middle, Upper
Upper.

 BEHAVIORAL :
o User Status : Regular User.
 SEGMENTATION BUTTER
 BEHAVIORAL :
o Usage Rate : Medium User.
o Benefits : Quality and Taste.
o Loyalty Status : Strong.
o Readiness Stage : Aware, Informed.

TARGET AUDIENCE
Those Who Want Quality butter with
Taste and easily availability.
 PRODUCT HIERARCHY

Need Family -- Health

Product Class -- Butter
Product Line -- Salted Butter.
Product Type -- Amul Butter / Brittania
Item -- Amul Butter
POSITIONING:
IMAGE POSITIONING

VALUE PREPOSITION:
A high quality and tasty butter which is easily
available.

BUYING BEHAVIOUR:
HABITUAL BUYING BEHAVIOUR
 PRICING STRATEGY
Low Medium High
High Value
Strategy
Amul Butter High

Medium
Quality

Low

Price
 PRODUCT LIFE CYCLE
It is now in growth stage.

BRANDING
Umbrella Branding
THANK YOU

THANK YOU

THANK YOU
THANK YOU

THANK YOU

THANK YOU