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Amul Butter A Marketing Success Story

PRESENTED BY Ankit Garg-03 Riyajulla Khan-29

Amul - The Taste of India Amul means - Amulya (Priceless) Type - Co-operative Industry - Dairy

History of Amul
Founded - 14/ Dec./1946 with 250 liters of milk Founder- Mr. Tribhuvandas Patel Key people - Dr. Verghese Kurien Amul was established in 1955 Amul butter was established in 1957 The GCMMF was setup - 1973

The Amul Plant at Anand featuring the Milk

About the Amul

Processed at eight plants 48 sales offices 3000 distributors 2.5 lakh outlets Amul butter accounts for over 90% of the Rs. 500 crore domestic market.

Amul has more then 150 chilling center Export to over 30 countries including the U.S. Amul has spurred the white revolution of India 12 lakh packets of butter are sold daily

Revenue - INR 9,774 crore (2011) Employees - Marketing arm: 735 Milk producers - 3.1 million (2011) Milk collection average of 9.10 million liters per day (2011)

Question - 1

Discuss the factors that contributed to the success of the Amul brand?

Wide distribution networks Good return to farmers Advertisement Pricing ( value for money ) Quality control Packaging Strong feature of the brand is its social connect

Distribution networks

Aakashwani Road show Word of mouth Utterly butterly delicious

Looking good Attractive little girl Amul butter available different pack size in the market

Pricing (value for money)

8.1gm Rs 7 20gm Rs 15 50gm Rs 20 100gm Rs 30 500gm Rs 147

Question - 2

How did Amul solve the media problems?

Problem Lack of colour printing 50% people not tested Amul butter Solution Intensive outdoor advertising Search vehicle for advertising Air India campaign

Media plan that include about 17 hoardings Bus panels were also used effectively Hoarding

Any Queries