PRODUCT MIX OF AMULPRODUCT:Bread Spreads : Amul Butter Amul lite Delicious Table Margarine Amul has a very wide range of products vast and ever-growing Range of 'tasteful' Amul delectables Milk Drinks:Amul cool milk shake Amul cool Amul cool café Kool coco Nutramul Energy Drink Amul cool chocolate milk Amul Kool Flavoured Bottled Milk Amul Kool Flavoured Tetra Pack Amul Masti Spiced Buttermilk Amul Lassee Amul Kool Thandai Powder milk : Amul Spray Infant Milk Food Amul Instant Full Cream Milk Powder Sagar Skimmed Milk Powder Sagar Tea Coffee Whitener Amulya Dairy Whitener Fresh milk Amul Amul Amul Amul Amul Amul Amul Amul Cheese Amul Pasteurised Processed Cheese Amul Cheese Spreads Amul Emmental Cheese Amul Pizza Mozzarella Cheese Gouda Cheese fresh milk gold milk Taaza Double Toned Milk Lite Slim and Trim Milk Fresh Cream Shakti Toned Milk Calci+ Buttermilk For cooking Amul / Sagar Pure Ghee Cooking Butter Amul Malai Paneer Utterly Delicious Pizza Mithai Mate Masti Dahi Pro-biotic Dahi . • The main objective of Amul is to produce the low price and ’s product pricing reflects the affordability of the local profitable for the customers. • Amul consumers. which is evident through the success of its AMUL PARLOURS outlets.Desserts Amul Amul Amul Amul Amul Amul Ice Creams Shrikhand Mithaee Gulab Jamuns Chocolates Basundi Yogi Yoghurt Health Drink Nutramul Amul Shakti Health Food Drink (2)Price AMUL India has brought a whole new revolution when it comes to pricing strategies. . This lies in the procurement part. 1 in Asia and no. Though the company has grown so big. 2 in the world ✔ More than 30 dairy brands ✔Market leader in ghee and butter with 85% market share ✔Very strong supply chain ✔Enjoys fine reputation. 6 crore worth products and distribute them to 5 lakhs retailers is a tough job. Vijaya. It is no. we can know which of these SBU’s is of utmost importance to the company or the brand Amul Bcg matrix Diogramme from net Looking at the matrix above. it never left its key players. . Milma. and other cooperative milk brands ✔Aggressive moves against Britannia.6 million farmers and onvert it into Rs.3 c success of amul COMPANY: ✔Largest milk brand in Asia. Its ability to collect 7 million liters of milk from 2. we may say that Amul needs to perform product innovation if it wants to convert Amul chocolates. Mother Dairy. Kwality ✔Amul has a competitive sustainable advantage. Nestle. ✔Intelligent marketing CUSTOMER 4PS PRODUCT Using the BCG matrix for product analysis.the milk suppliers ✔Quality with affordability COMPETITOR: ✔Amul has to defend against Mahananda. The above matrix also indicates that. HUL is just above the market share i.75% 50% 90% 10% market position 1 in all 2 3 In ice cream. Amul lassi to star products.masti dahi . The main services offered by AMUL are ➢ STP Segmentation . Amul mithai mate. The above matrix also indicates that. being a co-operative union offers variety of services to the members of village and district level co-operative societies. Cadbury has the maximum share of 70 % and Nestle has 20 % of the market share. In chocolates. with Mother Dairy in the 3 rd place with 8. Amul may also choose to disinvest in Nutramul and Amul shakti Looking at the matrix above.28. masti dahi .AMUL. Amul lassi to star products.66 %. Amul mithai mate. Amul may also choose to disinvest in Nutramul and Amul shakti Category Butter Milk powder Cheese Ice cream Sweet Chocolate drink Chocolate market shre 85% 40% 50% 24.. we may say that Amul needs to perform product innovation if it wants to convert Amul chocolates.e.22 % . restaurants. pizza retailers. cheese variants etc For the calorie conciuos-Amul lite. Amul shakti etc Industry type: Milk. Amul has identified youth as one of its potential segments.. Amul lite slim trim milk etc For health conscious-Nutramul.Amul kool.Ice cream manufacturer. coffee shops etcButter/Cheese/Ghee-Bakery. snack retailers Targeting After segmentation. i. we may do segmentation based on: Consumer type: For Kids. Amul has come up with Amul parlours for this reason Positioning . etc For Women-Amul Calci + For Youth-Utterly delicious pizza. Nevertheless.e. Now it has to decide where to find youth who will actually go get their product and the number of youth that the company. Amul requires. Nutramul. Example. one has to decide where to find this market segment and what should be the size of this segment. Amul chocolates.Segmentation is not so easy because of mixed audience and various culinary applications of Amul products. the first brand that will come to the mind is Amul. Next time we go to buy butter. both customers and farmers. ✔New offerings for health conscious and vibrant India in the form of Probiotic wellness ice-cream. in order to improve availability of the product and make it affordable ➢ Amul Cheese in 2001 ➢ Amul Masti Chaas in 2004-05 ➢ Nutramul and Kool Kafe in 2006 .creating value for everyone in the value chain. The basic aim here is to make butter synonymous to Amul. sugar free delights for the diabetic patients and Amul kool café for the youth of today PROMOTION One of the most conservative FMCG entities — GCMMF — spends a mere 1% of its turnover on promotions. Amul uses rotational promotion strategy to be in touch with customers/ consumers throughout. it doesn’t plead the customer to go buy Amul intantly. Amul comes up with something new and a promotional campaign for the same is placed ➢Amul Ice-cream 1996 ➢ Category re-visited in 1999.✔A mass market player. no premium offerings ✔USP – Quality with affordability ✔“Amul” as “Taste of India” . Amul butter girl is one of the longest run ad campaigns in the country for 43 years!! SET SOME ADD The reason Amul topicals are so successful because. we register it n our brains. After every 3-4 years. Instead. Amul captures latest news headlines and showcases them in such a way that the moment we see it.written the rules of the game. Amul has written and re. the participants are required to fill up questionnaires and then there is a lucky draw. and tv shows. For example Add some Sardar Amul master chef Amul voice of India etc Amul publishes some books periodically.mv kamth The amul story buy ruth haredia Amul also gives away academic excellence awards for school children every year. Add some Amul promotes itself by sponsoring various movies. They are called Vidya Shree – for 10 thstd and Vidya Bhushan – for 12 th std students .in this. Basically they are related to Amul or dairy industry as such Milk man from anand dr kuroun.➢ Amul Koko — cold chocolate drink in 2009 Amul promotes itself by conducting various contests such as: •Chef of the year. the participants are required to use as many Amul products as possible •Amul Maharani of the year – in this. PLACE:Amul’s success today is partly because of its strong supply chain design.comespecially meant for accepting orders from stockists and promoting Amul’s products via e-commerce . This might start pretty soon. There are plans to introduce features like Internet banking services and ATMs which will enable the milk societies to credit payments directly to the seller’s bank account. Indian Institute of Management – Ahmedabad supplemented Amul’s IT strategy by providing an application software – Dairy Information System Kiosk(DISK) to facilitate data analysis and decision support in improving milk collection. Amul also connected its zonal offices. The 1st initiatives taken for an ERP system was in ’94. Below is the schematic diagram of Amul’s supply chain DIO GRAMME FROM RED DIARY Amul has franchisee plans in regards of the Amul parlours. Distributors can place their orders on the website www. regional offices and member’s dairies through VSATs for seamless exchange of information. Amul has gone the ecommerce way. Tata Consultancy Services was hired to guide in its implementation. Amul is also using Geographic Information Systems (GIS) for business planning and optimization of collection processes. going back to the supply chain of Amul. Automatic Milk Collection System units (AMCUS) at village societiewere installed in the first phase to automate milk producers logistics.amul2b. The implementation project was named as Enterprise. since the talk are almost at the end.wise Integrated Application System (EIAS).Now. ✔ Labour cost. GCMMF is owned by 11 union members and wholesale dealers.Price is inclusive of several elements like. ✔ Packaging cost. . ✔ Processing cost. ✔Cost of milk. Requirement of working capital in winter season is much higher and availability of fund is lesser.PRICING Decided by the GCMMF by conducting market surveys to check the validity and feasibility of prices in the market and accordingly decides the prices of AMUL products. To meet with this working capital requirement. ✔ Transportation cost Sales promotion Taxes TASTE OF COMPETATION DIO GRAMME FROM RED DIARY FINANCIAL MATTER WORKING CAPITAL In AMUL there is no credit with the federation. AMUL has got certain provision and short – term investments. ✔ Advertising cost. For the payment of society. Bank of Baroda.51 lack Bankers: U.For the salary related Transaction.I bank: . Share Capital of AMUL. Corporation Bank CONCLUSION . Share of AMUL is not for public but only for the society members.3 SOURCES OF CAPITAL Inflow:Source of capital of AMUL are: Federation gives them dairy amount decided by union Fix deposit of society is major source of finance. GEB Bond. Interest of fix deposit of bank like SBI. BOB. State Bank of Saurastra. is one of the sources of finance. Kaira District co – operative bank: .T. Net profit of AMUL during the year 2007 – 2008 is 451.From the monthly sale. GCMMF gives returns to AMUL from which it covers up its short – term expenses 7. Bank of Maharastra. and Sardar Sarovar Bond etc. State Bank of India. The following are some facts: • U.WEAKNESSESS AND THREATS Every entity in the world will have its weaknesses and will face some or the other threat. • . Thailand. increasing requirement •Adulteration •Saturation point not far away •Unorganized players •Other dairy co-operative societies •Competitors are companies. Bhutan. electricity etc) •Increasing population . Kenya. The following are the weaknesses and threats associated with Amul brand: •Less control over milch yield •Cannot accommodate transport delays (perishables) •Dependence on poor infrastructure for supply (roads. and Gulf countries etc • Prospective markets. UAE. Amul has been doing exceptionally well in abroad too. Sri Lanka • Agreement with Wal-mart : Wal-mart agreed to sell Amul products on its shelves under brand Amul itself. Nepal. South Africa. not bound by inherent obligations of co-operatives Amul goes global in spite of the above mentioned.S.Russia.A. Bangladesh. Australia. Japan. chocolates etc. • Amul horadings are successful. since they are not as popular as Amul butter or Amul ice cream. so strategizing won’t take much of a time.Agreement with Glaxo : Glaxo and Amul will get together to produce baby food • Amul’s growth rate in international market : ~34% THE WAY AHEAD • Product improvisation -Amul basundi. gulab jamun. because the same Anand pattern can be followed here.quickmba. newspapers etc. There is a need to understand the cause through proper MR. But there is a need to advertise by Cable channels.nddb. And moreover. to reach the rural areas etc • For a company where perishability of its products is very high.com ✔ www. they give higher margins •Try nullifying threats and weaknesses Helped website ✔ www. strengthening of liquidity and working capital is a must •Supply chain add-ons must be further strengthened •Venture into processed fruits and vegetables.org .. com ✔ www.com ✔ www.org ✔ www.business-standard.✔ www.indianexpres.thehindubusinessline.com ✔ www.blogger.com work of student who did summer traing In GCMMF .icmrindia.com ✔ www.wikipedia.