Amul is a dairy cooperative in India owned by 2.6 million milk producers. It processes over 7 million liters of milk per day from farmers and converts it into branded packaged products. Amul has a wide range of dairy products including milk, butter, cheese and chocolate. It targets all consumer segments from children to families and sells through over 500,000 retail outlets across India. Amul uses a variety of media for promotion, with its iconic polka-dotted girl mascot featured in many long-running ad campaigns. Despite low spending on promotion, Amul has been able to grow significantly and compete effectively against major competitors in the dairy industry through intelligent marketing strategies.
Amul is a dairy cooperative in India owned by 2.6 million milk producers. It processes over 7 million liters of milk per day from farmers and converts it into branded packaged products. Amul has a wide range of dairy products including milk, butter, cheese and chocolate. It targets all consumer segments from children to families and sells through over 500,000 retail outlets across India. Amul uses a variety of media for promotion, with its iconic polka-dotted girl mascot featured in many long-running ad campaigns. Despite low spending on promotion, Amul has been able to grow significantly and compete effectively against major competitors in the dairy industry through intelligent marketing strategies.
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Amul is a dairy cooperative in India owned by 2.6 million milk producers. It processes over 7 million liters of milk per day from farmers and converts it into branded packaged products. Amul has a wide range of dairy products including milk, butter, cheese and chocolate. It targets all consumer segments from children to families and sells through over 500,000 retail outlets across India. Amul uses a variety of media for promotion, with its iconic polka-dotted girl mascot featured in many long-running ad campaigns. Despite low spending on promotion, Amul has been able to grow significantly and compete effectively against major competitors in the dairy industry through intelligent marketing strategies.
Copyright:
Attribution Non-Commercial (BY-NC)
Available Formats
Download as PPT, PDF, TXT or read online from Scribd
formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India.
Product Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese For Cooking Chocolate Amul Product’s Diversification BENEFITS OF DIVERSIFICATION 1. High Growth 2. Expansion of network 3. Advantage of each underline objectives Business Model
Every day Amul collects 7 million of milk from 2.6million
farmer (many illiterate), Convert there milk into branded, package products and delivery good to over 500,000 retail outlet across the India Its supply chain one of the most complicated in India Raw Milk
Packaged Milk Dried
Condensed Ice Cream Skimmed Milk Ghee Butter Milk Beverages Powder What are the Segmentation Wide range of product categories caters to consumer across all market segment. for example, Amul kool as target at children, while teenager prefer kool café Low price range to High range Targeting Changing Retail environment Young and Children High profile location like—Amul are today present on campuses of Infosys parlor, Wipro, IIM-A, IIT-B, Temples, Metro Rail and Railways station Diabetes customer Promotion Uses of variety of media to communicate Most famous in bill board The enduring polka dressed girl pun at various issues increase brands fan Every festival some thing they bringing The chief of India promo invites hotel chefs to come up with recipes using many Amul products as possible, and is conducted at city, state and national level. level Intelligent Marketing One of the most conservative FMCG estimative GCMMF spends a mere 1% of its turnover on promotion GCMMF has written and re-written rules of the
game Amul Butter girl is one of the longest run ad
campaigns in country for 41years
Compaigh using like Amul star voice of India Ads Some Tv Add Competition Brittania Nestle HLL Cadboury Mother Dairy Conclusion
Using very good Strategy for selling the
product . For all segment of Product’s are available Thank….U
Augmentation of Productivity of Micro or Small Goat Entrepreneurship through Adaptation of Sustainable Practices and Advanced Marketing Management Strategies to Double the Farmer’s Income