amul presentation (1)

8/8/2019 Amul Presentation (1)

1/16

By : Bhaskar Jyoti Das , Sudeep Mitra,

Sajal Rastogi, Sasmita Behera, Rohit Gupta,

Azadkrishan Gupta,Ashih Singh & Deepak Verma

Question: collection of brand advertising as many

product you can and positioning of the different products.


2/16


3/16

Introduction :Introduction :

y AMUL- Anand Milk Union Limited formed in1946 is a dairy co-operative movement.

y Managed by an organization, Gujarat Co-operative Milk

Marketing Federation Ltd. (GCMMF), jointly owned bysome 2.8 million milk producers in Gujarat India.

y The turn over of Amul in 2007-08 was Rs.52.55 billion.


4/16

AmulAmul KoolKool

Amul Kool Flavoured Milk (Mango, Strawberry, Saffron,Cardamom, Rose, Chocolate, Butterscotch),

Amul Kool Caf

Amul Kool Koko

y Features :

Apart from favorite fruits the product has calcium, protein,

carbohydrates, vitamins, etc., for healthy growth.Contains milk solids and almond pieces which are rich in

nutrients.


5/16

y Positioning :

Provides value for money to the consumer

Ready to serve cold coffee

Position in the beverages market with the introduction ofmilk shake

Brings goodness of fruits all the year around.

Competitors:

Nestle ,Pepsi ,Coco-cola and Britannia


6/16

AmulAmul TaazaTaaza

y Features:

It is double toned milk

It contain 1.5% fat and 9% Solid Not Fat (SNF)

Long life of 180 days without refrigeration

y Positioning:

it is for health conscious people

It stay fresh for long time


7/16

Amul ButterAmul Butter

y Features

Made from Butter, Common Salt,

permitted natural colour- Annatto.

y Composition -Milk Fat 80%, Moisture 16%,

Salt 2.5%, Curd 0.8%

y Positioning

Directly in Human Heart

Utterly Butterly Delicious

Butter means Amul butter


8/16

y Competitors

Britannia

Nutrilite

y

Other FactMarket share of Amul butter is

around 85% of butter


9/16

AmulAmul DahiDahi

y Characteristics:-Rich sources of calcium, Probiotic food, Reasonable price

y Tag lines:-

MAST AHAAR KI MASTI , AISA DAHI AUR KAHI NAHI

y Positioning:-

Providing quality with affordability, Tasty

y Competitors:-

NestleMotherDairy


10/16


11/16


12/16

Amul MithaiAmul Mithai--MateMate

Charactreristic

Total Milk Solids 31% minimum

Fat 9.0% minimum

Added Cane Sugar 40.0% milk

yPostioning

Quality with low price readymade milk, used for making

sweets, like- Gulabjamun, Kheer, Kalakand, Seviyan, etc,

y Competitor

y Nestle 55% mkt share with 1st position

y Amul - 42% mkt share ,


13/16

Amul SprayAmul Spray

y

Amul Spray Infant Milk Foody Amul Instant Full Cream Milk Powder

y Features :

Made from partially skimmed milk, sugar, minerals and

vitamins..y Product formulated on guidelines set by Codex

Commission of WHO/FAO...

y Marketed in India since last 25 years..

y Positioning

y Is made from Toned Milk, Vitamins A,D.

y The product is creamy white in colour.

y 80% Market Shareno. 1 position.


14/16

Amul Malai PaneerAmul Malai Paneer

y

Features :y Higher fat content [26-27%] and lower moisture content.

y "Richer, Softer, Better" Paneer made out of fresh milk.

y

Positi

oning

:

y is equivalent to Cream Cottage Cheese of western products

y available in cut cubes form, saves preparation time

y Hygienic, and easy to prepare.

Competitors :

Only national brand of Paneer in India since 1997


15/16

ConclusionConclusion

y Sail smoothly in India

y Gives the best quality product to the

consumer, and the best possible price.

y Maintain consistency in communication.

y Established firmly brand in peoples mind.


16/16

amul presentation (1)

Documents