Presented BySandeep & piyush

World's Biggest Vegetarian Cheese Brand

World s Largest Pouched Milk Brand

AMUL
Type Industry Founded Headquarters Key people Products Revenue Employees Website

INTRODUCTION
Cooperative Dairy 1946 Anand, India Chairman, Kaira District see complete products $1.33 billion USD (in 2008-09) real pool consist of 2.8 million milk producers http://www.amul.com/

Amul Product Portfolio

Category Butter Milk Powder Cheese Ice-cream Market Share 85% 40% 50% 24.75% ( Mother Dairy 8.66%) 50% 90% 10% (Cadbury- 70%) Market Position 1 1 1 2 1 1 3

Sweets Chocolate Drink Chocolate

Amul growth rate

Annual Turnover of 4300 Crore (2006-07) Rs 10000 Crore mark in 2010 Five decade to became Rs 2000 Crore entity but the turn over doubled to over Rs 4300 crore within nine years form 1999-07

Success!!

Mix Product for every one

Amul never forgot its primary customer - Amul collects 7 million liters of milk from 2.6 million formers Product for youth - Amul launched Chocolate milk under brand name of Amul Kool Koko targeting the youth Product for diabetic people Sugar Free Delights For Diabetics

Amul Product Portfolio

Category Butter Milk Powder Cheese Ice-cream Market Share 85% 40% 50% 24.75% ( Mother Dairy 8.66%) 50% 90% 10% (Cadbury- 70%) Market Position 1 1 1 2 1 1 3

Sweets Chocolate Drink Chocolate

Amul Competitors
Product s/Brands Butter Cheese Baby Food Dairy Whitener Segment Ice creams Chocolates & Confectionaries pizza Curd Ultra High Treated Milk Sweet Condensed Milk Paneer Milk Additives Flavored Milk Competitor Britannia, Nestle Britannia Nestle, Heinz Britannia, Nestle HUL Cadbury, Nestle Pizza Hut, Dominos, Nirulas Frozen Nestle, Mother Dairy Britannia, Nestle Nestle Britannia Cadbury, Smithkline Beecham Britannia, Nestle

Product Strategy Of Amul

Product Positioning Strategy Product Overlap Strategy Product Design Strategy Product Elimination Value Marketing Strategy

Positioning Continued
.. Aug 25 2007 Amul launches Chocolate milk under brand name of Amul Kool Koko . Nov 11, 2007: Amul in Multinational Arena With Snack Launch: Munch Time . Flavors: Masala ,Mint and Tomato . Nov 26, 2007 : Amul Launches Fresh Paneer (Free From Any Harmful Chemicals) Flank Attack Expanding its Cheese Segment. Current market share 50%.

Amul - Business Model

RAW MILK

Condensed Ghee Butter Cream

Packaged Milk Ice cream Beverages

Skimmed Milk Powder

Every day Amul Collects 7 million liters of milk from 2.12 million formers, converts the milk into branded, packed products and delivers goods to over 5,00,000 retail outlets across the country. Its supply chain one of the most complicated in the world.

Product Repositioning
New Competition Change in consumer preference Wrong original positioning Amul marketed bottled water product named JALDHARA but due to less potential in the market it turned out to be blunder. Now Amul is all set to launch bottled water NARMADA NEER

INTRODUCTION
Type Founded Headquarters Key people Cooperative 1974 Delhi, India Sanjay Sinha, CEO, Mother Dairy India See Products ? 2500 http://www.motherdairy.com

Product Revenue Employees Website

MOTHER DAIRY IN SERVICE

PEOPLE

PROCESS

PLACE

PRODUCT

PRICE

PHYSICAL EVEDIENCE

PROMOTION

MOTHER DAIRY S 4 I s In Service Marketing

INVENTORY

INSEPERABILITY OF SERVICE

INCONSISTENCY

INTANGIBILITY

IMPORTANT PARAMETRS EFFECTING BUYING DECISION

Quality Taste Ease of availability Price

ANALYSIS OF GURGAON
volume of milk
14%
home delivery others

86%

BRAND DISTRIBUTION IN HOME DELIVERY

1% 3% 0% 8%

MOTHER DAIRY AMUL VITA SARAS

34%

54%

OPEN MILK NESTEL TETRA PACK

HOME DELIVERY FINDINGS OF NEW GURGAON AREA

MD=8479 LITRES AMUL=5314 LITRES VITA=450 LITRES SARAS=154 LITRES PARAS=30 LITRES OPEN MILK=1254.8 LITRES NESTLE=100 LITRES NON HOME DELIVERY FINDINGS OTHERS=2505 LITRES

Prevailing Home Delivery Models

First Model

Distributor

Retailer

High Rise Apartment

Prevailing Home Delivery Models

Distributor

High Rise Apartment

Second Model

Percentage of home delivery agent satisfied

PERCENTAGE
25%
SATISFIED

75%

UNSATISFIED

Home Delivery Agent General Problems

General Problems
2% 5% 19% 17% 13% Timely supply leakages customers complaints back dated Storage price and margin 44%