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PRODUCT:- Amul has a very wide range of products vast and ever-growing
Range of 'tasteful' Amul delectables
Bread Spreads :
Amul Butter
Amul lite
Delicious Table Margarine
Milk Drinks:-
Powder milk :
Cheese
For cooking
Health Drink
Nutramul
Amul Shakti Health Food Drink
(2)Price
AMUL India has brought a whole new revolution when it comes to pricing
strategies, which is evident through the success of its AMUL
PARLOURS outlets.
COMPETITOR:
✔Amul has to defend against Mahananda, Vijaya, Milma, and
other cooperative milk brands
✔Aggressive moves against Britannia, Nestle, Mother Dairy,
Kwality
✔Amul has a competitive sustainable advantage. This lies in the
procurement part. Its ability to collect 7 million liters of milk from
2.6 million farmers and onvert it into Rs. 6 crore worth products
and distribute them to 5 lakhs retailers is a tough job.
✔Intelligent marketing
CUSTOMER
4PS PRODUCT
Using the BCG matrix for product analysis, we can know which of
these SBU’s is of utmost importance to the company or the brand
Amul
Bcg matrix
Diogramme from net
➢
STP
Segmentation
Segmentation is not so easy because of mixed audience and
various culinary applications of Amul products. Nevertheless, we
may do segmentation based on:
Consumer type:
Industry type:
Targeting
Positioning
✔A mass market player, no premium offerings
✔USP – Quality with affordability
✔“Amul” as “Taste of India” - creating value for everyone in the
value chain, both customers and farmers.
✔New offerings for health conscious and vibrant India in the form
of Probiotic wellness ice-cream, sugar free delights for the diabetic
patients and Amul kool café for the youth of today
PROMOTION
One of the most conservative FMCG entities — GCMMF —
spends a mere 1% of its turnover on promotions. Amul has written
and re- written the rules of the game. Amul butter girl is one of the
longest run ad campaigns in the country for 43 years!!
Add some
Add some
Sardar
Amul master chef
Amul voice of India etc
TASTE OF COMPETATION
FINANCIAL MATTER
WORKING CAPITAL
In AMUL there is no credit with the federation. GCMMF is owned
by 11 union members and wholesale dealers. Requirement of
working capital in winter season is much higher and availability of
fund is lesser. To meet with this working capital requirement,
AMUL has got certain provision and short – term investments.
From the monthly sale, GCMMF gives returns to AMUL from
which it covers up its short – term expenses
Bankers:-
U.T.I bank: - For the salary related Transaction.
Kaira District co – operative bank: - For the payment of society.
State Bank of India.
Bank of Baroda.
Bank of Maharastra.
State Bank of Saurastra.
Corporation Bank
CONCLUSION
WEAKNESSESS AND THREATS
Every entity in the world will have its weaknesses and will face
some or the other threat. The following are the weaknesses and
threats associated with Amul brand:
•Less control over milch yield
•Cannot accommodate transport delays (perishables)
•Dependence on poor infrastructure for supply (roads, electricity
etc)
•Increasing population , increasing requirement
•Adulteration
•Saturation point not far away
•Unorganized players
•Other dairy co-operative societies
•Competitors are companies, not bound by inherent obligations of
co-operatives
•
Product improvisation -Amul basundi, gulab jamun, chocolates
etc., since they are not as popular as Amul butter or Amul ice
cream. There is a need to understand the cause through proper
MR.
•
Amul horadings are successful. But there is a need to advertise
by Cable channels, newspapers etc. to reach the rural areas etc
•
For a company where perishability of its products is very high,
strengthening of liquidity and working capital is a must
Helped website
✔
www.quickmba.com
✔
www.nddb.org
✔
www.indianexpres.com
✔
www.thehindubusinessline.com
✔
www.business-standard.com
✔
www.icmrindia.org
✔
www.blogger.com
✔
www.wikipedia.com
work of student who did summer traing In GCMMF