amul brand

7/28/2019 Amul Brand

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AMUL CATEGORY- FMCGOVERVIEWOFFMCG

At Present 4th largest sector.

Market Size-13 billion.

Expected 33 billion by 2015.

Regularly bought goods.

Quick rate of consumption,high returns


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CLASSIFICATIONOFFMCGPRODUCTS

Household goods

Personal care items

Food and beverages

Amul comes under Food and Beverages.


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AMUL- HISTORY

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat,

India.

The word Amu l is derived from the Sanskrit word Amulya ,

meaning invaluable

Amul products have been in use in millions of homes since 1946

Amul spurred India's White Revolution, which made the country the world'slargest producer of milk and milk products

GCMMF (AMUL) has the largest distribution network for any FMCG company. Ithas nearly 50 sales offices spread all over the country, more than 5 000wholesale dealers and more than 700 000 retailers


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In the process Amul became the largest food brand in India and hasalso ventured into markets overseas

Amul is a symbol of high-quality products sold at reasonable prices,of the genesis of a vast co-operative network, of the triumph ofindigenous technology ,of the marketing savvy of a farmers'organisation .and of a proven model for dairy development.

Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30

years (1973-2006), is credited with the success of Amul


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Members:13 District Cooperative Milk Producers' Unions No. of Producer Members: 3.03 million No. of Village Societies:15,712 Total Milk handling capacity:13.67 million litres per day Milk collection (Total - 2010-11):3.45 billion litres Milk collection (Daily Average 2010-11):9.2 million

litres Milk Drying Capacity:647 Mts. per day Cattlefeed manufacturing Capacity:3690 Mts per day Sales Turnover (2010-11)Rs. 9774 Crores (US $ 2.2

billion


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AMUL PRODUCT MIX

Amul

ProductBrand

Amul Butter

Amul Kool

Amul Chocolates

Amul Milk

Amul GheeAmul Icecrems

Nutramul

AmulShreekhand

Amul Spray

SubBrand

Amul Kool

Amul Kool Cafe

Amul KoolChocolate Milk

Amul KoolThandai

Amul KoolFlavoured Milk

Amul Kool Cocoa

EndorsedBrand

Amul Butter

AmulChocolates

Amul Masti Dahi

Amul KoolAmul Milk

Amul Ghee

Nutramul

Amul Lassee


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Amul

Cheese

AmulPasteurized

ProcessedCheese

Amul Cheesespreads

Amul Emmentel

CheeseAmul PizzaMozzarela

Cheese

Gouda Cheese

Cooking

Amul PureGhee

Amul Butter

Amul MalaiPaneer

Utterly DeliciousPizza

Amul Masti Dahi

Dessert

Amul Icecreams

Amul Shrikhand

Amul MithaiGulab jamun

Amul Basundi

AmulChocolates

Amul Lassee

Health Drinks

Nutramul

Amul ShaktiHealth Drink


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Amul

Bread Spread

Margarine

Amul Butter

Amul Lite

DeliciousTable

Powder Milk

Amul SprayInfant Milk Food

Amul Instant FullIcecreamPowder

Sagar SkimmedMilk Powder

Sagar tea Coffewhitener

Sagar Dairywhitener

Fresh Milk

Amul Fresh Milk

Amul Gold MilkAmul Double

Toned Milk

Amul Lite Slimand Trim Milk

Amul FreshCream

Amul ShaktiToned Milk

Amul Calciplus


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MARKETING MIX OF

AMUL BUTTER


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PRODUCT & PRICE: AMUL BUTTER

SIZE

500 grams100 grams

50 grams

20 grams

8.1 grams

CALORIFICVALUE

720 kcal./100 gm

COST

14730

15

8

3


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PLACE

GCMMF has a network of more than

3500 distributors and more than 5lakh retail outlets.

Amul Parlour

Retail Store

Amul butter is alsoavailable in international

market.


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PROMOTION

GCMMF spends less than 1% of its

revenue on advertising.

Sponsorship on Amul Star Voice of India,

Amul Cricket Ratings, Amul Chef of the

Year, Amul Maharani Contest and so on.

Amul butter girl is one of the longest

running as campaigns in country.


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MARKET SHAREOF AMUL BUTTER

Market share of Amul butter is around 86%Marketpresence

Available in over 500,000 retail outlets across India.

Amul butter is made from- butter,common salt,permitted naturalcolor (annatto)Amul comes under

FMCG sector.


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STPSEGMENTATION

Demographics

Age- from 5 yrs 80 yrs.

Sex- No bar

Income- low to high

Occupation-Any sector (not necessary)

Education- Lower to higher

Psychographics

Personality- No discrimination.

Life style- a basic normal life to high class living std

Buying Motives-It is generic with buttercategory,renowned butter available in market, lovedby all consumers.


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Gowardhan, founded by Parag Milk Foods Pvt.

Ltd. in 1992, is one of India's largest private

dairies,with an output capacity of 1,000,000liters per day.

Located in a lush green village.

India as well as Asia's largest cheese plant


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GOWARDHANPRODUCTSPasteurized unsalted table butter made from clean and

wholesome cream derived from 100% pure cows milk.

It is light on taste, soft and easy to spread and containsno preservatives or added flavors.

Gowardhan ghee, untouched by hand in the

manufacturing process, is great on taste and made from

100% pure cow's milk.

Made from 100% pure cow's milk, Gowardhan Fresh

is a good source of protein and calcium. It is

pasteurized toned milk that your whole family will

want to drink

A premium quality full flavour cheddar cheese is made

from 100% pure cows milk. Ideal for cooking,

sandwiches and salads


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PRODUCT

Pasteurized unsalted table buttermade from clean and wholesomecream derived from 100% pure cows

milk.

It is light on taste, soft and easy to

spread and contains no preservativesor added flavours.


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PRICING

Gowardhan LTD mostly supplies butter in the pack of 500gms. The price of the product today in the market is :

Sales price without tax: 130,00

Tax amount: 12,03 Base price with tax: 142,03

Thus it is quite affordable for a middle-class people.


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PLACEDistribution channels:

Wholesellers in urban regions.

Exports in International markets.

Also to small retailers in rural areas.


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PROMOTION

Social Media.

Hoardings.

Local Newspapers.

Television.

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