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AMUL

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by

Tanvi Vassa

on 4 October 2015

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Transcript of AMUL

STRATEGIES
4 P's
PRICE
AMUL'S BIRTHPLACE
Began when milk became a symbol of protest
Started under the inspiration of
Sardar Patel
, and the guidance of leaders like
Morarji Desai and Tribhuvandas Patel.
Formation of a cooperative in 1946 as the “The Kaira District Co-operative Milk Producers Union Ltd”; joined by more co-operatives to form the
Anand Milk Federation Union Ltd.(AMUL).
Objective-
To provide proper marketing facilities for milk producers of the district.
Milk produce increased from 250 ltrs --> 5000 ltrs by 1948.
Also brought a breakthrough in dairy technology as the products were made processing buffalo milk for the first time in the world.
AMUL'S Birth
The AMUL Market!
Introduced as a brand ambassador in 1966.
Amul's tagline
“The Taste of India”
; to reinforce its connect with the Indian masses.
Introduced other milk products such as cheese, baby products, chocolates etc. to cater to multiple sections of the society
Has today diversified into almost
20 brands
.
PRODUCT
AMUL Product Mix
Pasteurizes milk and produces condensed forms; focused on dairy segment.
Total length of Amul's Product Line-
42
.
Total width of Amul's Product Line-
8
.
Portfolio: Butter, Milk, Milk powder, Ghee, Chocolates, Desserts, Cheese & Spreads, etc..
Been innovative and introduced products for specific customer segments.
Penetration Pricing
Market – Oriented Pricing
Value Pricing
Affordable Pricing
Price includes:
Labor cost
Packaging Cost
Processing Cost
Advertisement Cost
Transportation Cost
Sales Promotion Cost
Taxes etc...
PLACE
DISTRIBUTION NETWORK
AMUL has entered overseas markets such as UAE, USA, Mauritius, Bangladesh, Australia, China, Africa, Japan, Srilanka and West Asian Countries.
PROMOTION
Uses a variety of media to communicate.
Most famous is billboard campaign.
Endearing polka dot dressed girl & pun at various issues increased the brand’s fan following.
PRODUCT STRATEGIES
Important to place the product in that part of market where it will attract maximum people.
India’s first Pro-Biotic Wellness Ice cream and Sugar free delights for diabetic patients.
Low price Ice Creams to give a tough competition to its competitors.
To target teenagers and youth, introduction of Amul Kool and Amul Kool Cafe.

Product Positioning Strategy
Mainly done due to change in Consumer Preference, New Competition or/and Wrong Positioning of Product.
Jaldhara to Narmada Neer.

Product Repositioning Strategy
It is the situation when company decides to compete against its own brand.
The main reason for this is to cut down its competitors market share.
Amul Processed Cheese vs Cheese Spread.
Nutramul Energy Drink vs Amul Kool.

Product Overlap Strategy
Product reaches the stage where continued support is no longer justified.
Performance goes way below expectations.
Necessary to pull out the product from the market for its own benefit.
Example - Jaldhara

Product Elimination Strategy
High Growth
Expansion of Network
Example – Dairy and Non dairy Products
Dairy Products – Fresh Milk, Milk drinks and desserts, bread spreads, cheese products
Non Dairy Products – Veg Oils, Snacks, Instant Food

Diversification Strategy
Evolution of AMUL logo

Upto 1994
Post 1994
The change in logo was done to reflect on the corporate professionalism of the organization.

MARKETING STRATEGY
BRANDING
Formidable Product Range
-: Wide range of products have helped it in gaining supremacy over dairy product segment.
Distribution Network
-: More than 3000 wholesale dealers and 5,00,000 retailers.
The Amul Masco
t-: A character created instead of using a celebrity.
Amul Ads
-: Witty one liners which capture relevant events.

SWOT ANALYSIS
BUSINESS MODEL
BCG MATRIX
PEST ANALYSIS
PORTER'S 5 FORCE ANALYSIS
AMUL'S COMPETITORS
Has
almost 20 ‘stand-alone’ brands
with multiple products.
No direct competition
on the national stage as no other company
has such a vast product portfolio targeting different audiences
.
‘Brand-specific’ or region-specific
competition being observed by Amul.

KEY SUCCESS FACTORS
WHAT MORE CAN AMUL DO??
Venture into new products such as
toned milk, condensed milk
used to make sweets and baby food products.
Try and
understand causes of its products that are not as popular as the rest
, through marketing research, such as Amul Gulab Jamun.
More and better
penetration in the rural markets
by advertising through bill boards, TV, newspaper and so on.
Can introduce
Protein Shakes.

Venture into
Baby Food products, sugar free chocolates and mithai range.
Can introduce
Bread
– will complement rest of the products in the portfolio.
AGENDA OF THE TOPIC
In the following project, we have aimed at understanding the following topics-:
The Birth of the brand AMUL
- An Introduction, the Amul Market & Logo
STP
- Segmentation, Targeting and Positioning
4 Ps
- Product, Price, Place & Promotion
Strategies
- Product & Branding
Analysis of-
SWOT, Business Model, PEST, Porter's 5 Force & BCG
Amul's Competitors
Key Success Factors
What more can Amul do
Amul Maharani Contest
– Contestants are asked questions on Amul.
Amul Food Festival- H
eld between October to December in about 50000 retail stores.
Chef of India Contest

Amul sponsored the singing competition
Amul Star Voice of India – Music ka Maha Muqabala.

Amul was the chief sponsor for
Masterchef India – Kitchen ke Superstar.
Done By-:

Keya Mehta (122)
Malvi Shah (126)
Parikshit Jagtap (139)
Shrey Pujari (153)
Tanvi Vassa (155)
Tej Kapadia (156)
REFERENCES
• http://www.marketing91.com/marketing-mix-of-amul/
• http://www.marketing91.com/swot-analysis-amul/
• http://www.marketing91.com/marketing-strategy-amul/
• http://mediapanther.co.in/branding/amul-rocks/
• https://shrutiaditijgbs.wordpress.com/2014/12/06/comparative-analysis-of-amul-india-and-mengniu-china-the-dairy-industry/ http://www.slideshare.net/sweetmonti/amul-strategy-presentation-ppt
• http://www.slideshare.net/shrutivatrana/branding-strategies-of-amul
• http://www.slideshare.net/ajaykrgupta12/amul-ppt-presentation-largest-food-brand-in-india-asia
• http://www.miet.ac.in/image/mp8.pdf
• http://suvarnabskaushal.blogspot.in/2014/09/segmentation-targeting-positioning-of.html

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