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
Place
North Bihar Muzaffarpur.Motihari,Sitamadhi,vashali

POPULATION

200000 LK 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 35%.

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

Amul outlets

GCMMF WEARHOUSE

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

Chee and butter

WD

3%

Retailer

6% 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 NO 1 2 3 FEATURE Quality Calcium Vitamin A ADVANTAGE differentiation essential for strong bones and teethes strong Improve vision and keeps skin and hair healthy Important for healthy bones and teeth Stronger the bones BENEFITS Consumer love quality strong bones and teethes Better eyesight and healthy skin and hair strong bones and teethes It full fill the daily 40% Iron nutrition requirement

Phosphorous

Iron