PERSENTED BY :-

CHANDAN KUMAR
Muzaffarpur Bihar
SBS AHEMADABAD
 AMUL
COMPANY PROFILE:-
 COMPANY NAME:-GUJARAT COOPERATIVE MILK
MARKETING FEDERATION.

 BRAND NAME:-AMUL

 INDUSTRY TYPE:- DAIRY

 FOUNDED:-1946

 LOCATIN:-ANAND GUJARAT
 Territory
• North Bihar
Place • Muzaffarpur.Motihari,Sitamadhi,vashali

• 200000 LK
POPULATION • Rural population- 120000 lk,Urban-800000 lk

• ABC Tower
Address • Shanti gali Muzaffarpur
Product Profile
Consumer of Amul

Child

youth

Men, women

Patient

Old person
 Market share

pouched milk, 25

chee, 20

butter, 90

cheese, 80
 Distributer and dealers
 Distributer and dealer :-Amul product are available in over
800,000 retail outlets across India through its network of 5000
distributors.

 FIST LEG :-from manufacturing units to depots, amul has 65 depots

across major cities of India

 SECOND LEG:-from depot to distributer amul has a network of over

5000 distributor .the margin offered to the distributers range between 3-
5%.

 THIRD LEG:-this is the flow good from WD to retailers best plan is

prepared and transportation is done on outoriakshus and other .
 Distribution channel
MILK PROCESSING PLANT

GCMMF WEARHOUSE
Amul outlets
•
•
WHOLSEALER/DISTRIBUTER

RETAILER HOME DELIVERY CONTRACTOR

Customer CUSTOMER
CUSTOMER
 Promotion policy

 Media.
 Most famous is billboard campaign.
 The endearing polka dress girl and pun at
various issues increase bran fane following.
 Amul food festival.
 Slogan likho Disneyland dekho contest.
 Amul maharani contest.
 Amul sponsorship competition .
 MARGIN

3% 6%
Chee and butter WD Retailer MRP
 POLICIES
 REGARDING RURAL MARKETING :- No different policy for
rural marketing

 DIFFERENTIAL PRICE:- Most of the amul product has lower price

in state of Gujarat due to less transportation cost but out the Gujarat add
the transportation cost and other taxes.

 UNUSED MILK:-Milk once, supplied to retailer is not taken

back, retailer uses the unused milk after ‘best before ’ date for making
other dairy products such as paneer, etc
 NO VOLUME DISCOUNT TO DISTRIBUTER, PRICE ARE FIXED.
 Payment system
Amul do not sell its product to distributors on
credit.

The payment to the company is done by

distributor through account and the payment
to the distributers is also done through
cheque.
 FAB analysis
SR FEATURE ADVANTAGE BENEFITS
NO
1 Quality differentiation Consumer love
quality
2 Calcium essential for strong bones and teethes strong bones
strong and teethes
3 Vitamin A Improve vision and keeps skin and Better eyesight
hair healthy and healthy
skin and hair
4 Phosphorous Important for healthy bones and strong bones
teeth and
teethes
5 Iron Stronger the bones It full fill the
daily 40% Iron
nutrition
requirement