23MBA10010.ppt
- 2. • FORMED IN 1946, IS A DAIRY COOPERATIVE MOVEMENT IN INDIA. • A BRAND NAME MANAGED BY GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. (GCMMF) • SPURRED THE WHITE REVOLUTION OF INDIA, WHICH HAS MADE INDIA THE LARGEST PRODUCER OF MILK AND MILK PRODUCTS IN THE WORLD. HAS FINALLY CREATED A BILLION-DOLLAR BRAND. • OVERSEAS MARKETS - MAURITIUS, UAE, USA, BANGLADESH, AUSTRALIA, CHINA, SINGAPORE, HONG KONG AND A FEW SOUTH AFRICAN COUNTRIES • DR VERGHESE KURIEN, FORMER CHAIRMAN OF THE GCMMF -THE MAN BEHIND THE SUCCESS OF AMUL. INTRODUCTION
- 3. Raw Milk Condensed Ghee Butter Cream Packaged Milk Ice cream Beverages Dried Skimmed Milk Powder BUSINESS PROCESS TIER-1: VILLAGE LEVEL CO-OPERATIVE SOCIETY TIER-2 : “UNION” – PROCESSING , PRODUCT,MANUFACTURING TIER-3 : GCMMF- MARKETING STRATEGY
- 4. SEGMENTATION SEGMENTATION IS ACCORDING TO • NEED, UTILITY, LIFESTYLE, INCOME, TASTE In India: GHEEBUTTER CHEESE LOW FAT BUTTER MARGARINE CHEESE SPREAD MOZZARELLA CHEESE AMUL BUTTER
- 5. • Changing retail environment • Young & Children • NRI • Hygiene conscious people • Diabetes Customer • High Profile Locations: Infosys, Wipro, IIM,etc. TARGET MARKET
- 6. • A MASS MARKET PLAYER, NO PREMIUM OFFERINGS • USP – QUALITY WITH AFFORDABILITY • UP AGAINST NICHE PLAYERS – VALUE ADDITION TO CUSTOMERS • NEW OFFERINGS FOR HEALTH CONSCIOUS AND VIBRANT INDIA – • HEALTH AND ENERGY DRINKS : SUBSTITUTE FOR COLAS AMUL COOL,CHAAS,AMUL KOOL CAFE A HEALTH DRINK MADE FROM MILK • ICE-CREAM PROBIOTIC AND SUGAR-FREE VARIANTS CHOCOLATES SUGAR-FREE BRAND CALLED CHOCO-MINI TO TARGET THE DIABETIC POSITIONING • TASTE OF INDIA
- 7. PROMOTION • SUCCESSFULLYADVERTISED PRODUCTS WITHOUT USING ANY BIG BRAND AMBASSADOR • ADVERTING HAS CENTERED ON BUILDING A COMMON IDENTITY – HAPPY HEALTHY CARTOON POLKA DRESSED GIRL • USED JINGLE THAT REMAIN ON THE MINDS OF PEOPLE, EVOKING NATONAL EMOTION- TASTE OF INDIA • USES A VARIETY OF MEDIA TO COMMUNICATE • BILLBOARD CAMPAIGN AT SAME LOCATION- DADAR TT • AMUL FOOD FESTIVAL • ADVIERISEMENT AT VARIOUS ISSUES INCREASED FAN FOLLOWING
- 15. AMUL AS BRAND ONE OF THE TOP TEN BRAND IN INDIA IMPACT WHEN IT CHANGE FROM SAGAR CONTROVERCY WITH AMUL MACHO BENEFIT WHILE LAUNCHING NEW PRODUCT
- 16. AMUL AS BRAND • BRAND RECOGNITION AMUL IS KNOWN IN WORDWIDE ONE OF THE TOP TEN BRAND IN INDIA • BRAND LOYALTY EG. CURRENT MARKET SLACK MADE CONSUMER TO WAIT FOR AMUL PRODUCTS • BRAND PENETRATION NOT ONLY BUTTER IT’S AMUL BUTTER • BRAND RECALL TOP BRAND FOR DAIRY PRODUCTS
- 17. AMUL’S COMPETITORS MILK MAHANAND MOTHER DAIRY WARNA BUTTER &CHEESE BRITANIA NESTLE CHOCOLATE CADBURY NESTLE ICE CRÈAM QUALITY WALLS WADILAL PESTONJI CURD & GHEE WARNA NESTLE GOWARDHAN AMUL’S MAJOR COMPETITORS
- 18. COMPETATIVE STRATEGY FOR MILK :- AMUL ALWAYS ON R&D ,THEY INTRODUCED TETRA PACK AVAILABLE IN MARKET, NOW INTRO OF FLAVOURED MILK BUTTER &:- SEGMENTED MARKET & INTRO OF PRODUCT LIKE SALTED CHEESE BUTTER & LITE AS PER CONSUMER CHOCOLETE:- TRY TO BE DIFFERENT THAN CAD & NESTLE CURD & :- CAME WITH ATTRACTIVE PRICE WITH MORE EXPIRY PERIOD GHEE ICE CREAM :- GIVEN ATRACTIVE LOOK, AND MORE VARIETY AT AFFORDABLE PRICE FOOT ON EVERY SEGMENT OF MILK PRODUCTION
- 19. MARKETING DEVELOPING MARKETS FOR ITS PRODUCT WITH PROPER RESEARCH CONSUMER CENTRIC STRATEGY FOLLOWED EASY AVAILABILITY AT MARKET , TRY TO GET B TO C BUSINESS BY USING MEANS LIKE INTERNET MAINTAINING A HEALTHY LEVEL OF CUSTOMER BASE FOR ITS BASE PRODUCTS (LOW VALUE SEGMENT). CHANGE PRODUCT ACCORDING TO CONSUMERS INTELLIGENT MARKETING OF MILK, ICECREAM AND BUTTER MILK.
- 20. STRATEGY WHILE NEW PRODUCT LAUNCH POST LAUNCH SURVEY SURVEY AT THE TIME OF LAUNCH PRE LAUNCH SURVEY ALTERATION, CHANGES, REVIESED STRATEGY
- 21. STAMINA TO AMUL KOOL STAMINA A ENERGY DRINK AMUL KOOL BETTER SEGMENTATIO N VARIETY POSITIONE D AS COLD DRINK INNITIALY FAILED GREAT SUCCESES CHANGED TO
- 22. AMUL PREFFERD OUTLETS APO •AMUL’S OWN OUTLETS AT EVERY 1 KM APO PROTECTION TO RETAILERS REDUCES GAP CONSUMER S AVAILABILITY CONTROL ADVERTISIN G BETTER MARKET UNDERSTANDIN G
- 23. WHY AMUL IS LEADER • IT’S STRONG BRAND NAME • HIGH LEVEL OF LOGISTICS • BETTER DISTRIBUTION CHANAL • COLD STORAGE FACILITY AT DISTRIBUTER LEVEL • PRODUCT AVAILABILITY IN MARKET • BETTER INFRASTRUCTURE • STRONG RELATIONSHIP WITH FARMERS • CONTINIOUS R&D • HEALTHY RELATIONSHIP WITH COSTOMERS
- 24. TOP 5 PREFFERD PRODUCT FOR AMUL 1. AMUL MILK 2. AMUL GHEE 3. AMUL BUTTER 4. AMUL CHEESE 5. AMUL KOOL
- 25. EXPANSION TO FOREIGN SHORES • SIGNED AN AGREEMENT WITH WAL-MART TO STOCK ITS SHELVES WITH PRODUCTS UNDER ITS AMUL BRAND NAME. • INTRODUCED LOW FAT VERSION FOR FOREGN CONSUMERS • INTRODUCED GREAT VARIETY TO CONSUMERS AS PER THEIR TEST • TARGETED NRI COMMUNITY IN US WITH UNDERSTANDING THEIR LIFE –STYLE, LIKE READY PACKING WITH PRODUCT LIKE MITHAI
- 26. A COMPANY INTENDS..... TO DELIGHT CUSTOMERS TO SATISFY STAKEHOLDERS TO GET MUTUAL BENEFITS TO SUSTAIN GROWTH TO BE GLOBAL LEADER TO GIVE WHEEL TO FARMERS
- 27. THANK YOU