THE 4P’s OF

MARKETING

C V M JAHNAVI
BFT/18/291
 INTRODUCTION
Formed in 1946, is a dairy cooperative movement in India.

A brand name managed by Gujarat Co-operative Milk

Marketing Federation(GCMMF)

Jointly owned by 2.79 million milk producers in Gujarat

Spurred the White Revolution of India, which has made India

the largest producer of milk and milk products in the world.
Overseas markets -
Mauritius,UAE, USA,Bangladesh,Australia, China, Singapore, Hongkong
and a few South African countries

Fresh plans of flooding the markets of Japan & Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF -the man behind the
success of Amul.

Has a 15% market share in the Rs 15,000 crore milk category, and a 37%
share in the Rs 900 crore organized ice-cream segment.
PRODUCT PLACE

4P’s of
AMUL

PRICE PROMOTION
 Product
It produces ice creams, bread spreads, milk
drinks, fresh milk, powder milk, cheese,ghee,
butter and desserts
 Price
• Amul malai paneer- 19 rupees, amul butter 23 rupees,amul
fresh cream 28 rupee, amul gold milk 56 rupees, amul kool
kesar 30 rupees, amul mango shake 15 rupees.
 Promotion
• Amul moppet little girl wearing a polkadress;
created a home in hearts and minds of
millions of Indians.
 Place
• Amul comprises of 300 stock keeping units, 46
sales office, 3600 distributors, 1,00,000
retailers with refrigerators and 500,000 non-
refrigerator retail outlets
 LIQUID FRESH
MILK

PIZZA
CREAM
ICE

COMPETITION
Lo w C o s t Robust
Strategy Supply Chain

Success!!
Strong
Distribution Diverse
Network Product
Mix
Te c h n o l o g y and
e-initiatives
 CONCLUSION
• AMUL’S Philosophy
• Trustworthy of 1,000 million Indians
• Also known for food brand
 BIBILOGRAPHY

• https://amul.com/

• http://www.amuldairy.com/