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Kamal gupta
Prepared by : Anuj Kumar Bajpai Deepak kumar Manoj Mishra Dushyant singh
HISTORY
Formed in 1946 Dairy Cooperative based in
Anand,Gujrat Brand name taken from Sanskrit word Amoolya means Precious Managed by GCMMF Reason for Establishment: Exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand.
Promotions: Topical
Amul
Mascot: Amul Baby
Pricing Strategy
Beverage range
Icecream Paneer Dahi Ghee Milk powders Nutramul Mithai range Mithai mate Chocolates Fresh cream Pouch butter milk
Brand and varients Amul gold ,Amul taza Amul butter ,Amul lite ,Delicious table margarine ,Amul cooking butter Amul processed cheese ,Amul emmental cheese ,Amul gauda cheese ,Amul cheese spreads,Pizza mozzarella cheese Amul gold milk ,Amul taza,Amul calci,Amul lite milk Amul kool flavoured milk , Amul kool caf ,Amul kool koko,Amul kool milk shake,Amul stamina can,Nutramul energy drink ,Amul spiced buttermilk ,Amul kool Lassee,Amul prolife lassee,Amul prolife butter milk Amul ice cream (cone120ml,100ml,80ml,50ml),Cup(125ml,100ml,80ml,90ml,40ml),Plastic container (1 litre,750 ml,500 ml,125ml,100ml,80ml,60ml),stick(70ml,60ml,40ml),take home(Bulk packs(5 litre,4 litre),take home packs(2.2 litre,1.5 litre,1.25 litre,1 litre),combo packs (750ml+750 ml free) and family packs (500 ml,250 ml ) Amul malai paneer Amul masti dahi,Amul probiotic dahi,Amul flaavyo Amul ghee,Sagar ghee,Amul yellow(cow)ghee Amul spray ,Amulya ,Sagar skimmed milk powder,Sagar tea coffee whitener,Full cream milk powder Nutramul Amul shrikhand, Amul gulab jamoon,Amul basundi, Amul avsar ladoo Amul mithai mate Amul chocolate ,Amul chocozoo ,Chocolate syrup,Amul wafer chocolates,Amul rejoice resorted chocolates,Amul cooking chocolates, Amul fresh cream Amul pouch butter milk
Brand Portfolio
3 Cs of AMUL
Company
Largest milk brand in Asia. It is no. 1 in Asia and no. 2 in the world Market leader(85%) in ghee and butter Very strong supply chain Quality with affordability Satisfied and Loyal Move from loose to packaged milk Improved socio-eco conditions of the customers, has changed their lifestyle and thus the scope for product innovation has increased.
Amul has to defend against Mahananda, Vijaya, Milma Aggressive moves against Britannia, Nestle, Mother Dairy, Kwality Amul has a competitive sustainable advantage. This lies in the procurement part Intelligent Marketing via "AMUL BABY"
Customer
Competitor
Brand Jingle
Service
ADVERTISEMENT STRATEGY
Traditional Method: Focus on food products
Amul changed the way food products were communicated to the people in India. Focus on mother brand Amul, and not its products like butter, pizzas, or cheese.
REFLECTI ON
Socially responsible
Truly Indian Health-Conscious
Competitors of Amul
Products Butter Cheese Baby Food Dairy Whitener Segment Ice Creams Chocolates and Confectionaries Pizza Curd Ultra High Treated Milk Sweet Condensed Milk Paneer Milk Additives Flavored Milk Competitors Britannia,Nestle Britannia Nestle,Heinz Britannia,Nestle HUL Cadbury,Nestle Pizza Hut,Dominos Nestle, Mother Dairy Britania, Nestle Nestle Brtiannia Cadbury, Smithkline Beecham Britannia, Nestle
producers and consumers by eliminating middlemen Milk Producers (farmers) control procurement, processing and marketing Professional management
customers Maintain relationship with dealers Focus more on mother brand Amul butter Better promotion compare to competitors
Thank You!