Vous êtes sur la page 1sur 23

COMPANY:

Gujarat Cooperative Milk Marketing Federation (GCMMF)

BRAND:

Presented By:Gaurav Dayal

Introduction
Established in 1973 Manages Brand name AMUL India's largest exporter of Dairy Products. Largest food products marketing organisation of India. All its plants are ISO 9001-2000, ISO 22000 and HACCP certified. Most Trusted among Indias Food & Beverage Brands (acc. To The Brand Trust Report, India Study, 2011)

Overview.
Members: 13 district cooperative milk producers' Union No. of Producer Members: 2.9 million No. of Village Societies: 15,322 Total Milk handling capacity: 13.07 million litres per day Milk collection (Total - 2009-10): 3.32 billion litres Milk collection (Daily Average 2009-10): 9.10 million litres

Products

Breadspread: Breadspread:

Utterly Butterly Delicious

Low fat, low Cholesterol Bread Spread

Competitors
Butter
Britannia Nestle

Cheese
Britania

Baby Food
Nestle Heinz

Ice Cream
HLL

Competitors

Flavored Milk
Britania Nestle

Milk additives
Cadbury Smithkline beecham

Distribution Network
Production Unit CFA

Dry & Cold warehouses. Cash transactions throughout the supply chain

Wholesaler

Retailer

Consumer

Channel Management Strategy


It has 300 Stock keeping units. 46 Sales officer. 3000 distributors. One lakh retailers with refrigerator. Five lakh retailers without refrigerator.

Positioning
It is positioned as mass market product. USP- Quality & affordability. Sugar free variants for health concious & vibrant India.

Umbrella Brand
Common brand for most product categories. Amul is a symbol for High quality at reasonable prices Genesis of a vast co-operative newtwork Triumph of indigenous technology Farmers organization

Promotion
Uses a variety of media to communicate. Most famous is billboard campaign. Amul Butter girl is one of the longest Ad Campaigns in the country Promotes its brands in rational cycle of two to three years. GCMMF spends 1% of its turnover on promotion.

Promotion
Slogan Likho Disneyland Dekho Contest Amulya Fly Bangkok Contest Amul Chef of the Year

Promotion

Innovative Advertisements

Thank You