Amul Marketing Presentation

Amul is one of the leading brands in the Indian mil Industry, the ppt contains, STP as well as a lot more information about the brand.

1. Presented by: Jay  Bijani                   Ayushi Singh                   Darshita Nathani                   Dinesh Joshi                   Chiranjeev Bhatia                   Bhavesh Gidwani

2. ABOUT THE COMPANY  Amul ( Anand Milk Union Ltd.), formed in 1946, is a dairy co-operative movement in India.  It is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).  It begun when milk became a symbol of protest.  Jointly owned by 3.6 million milk producers in Gujarat.  Amul was spearheaded by  Tribhuvandas Patel  under the guidance of Sardar Patel. Dr. Verghese Kurien, former President of the GCMMF- the man behind the success of  Amul.

3. PRODUCT Range

4. Micro Environment

5. COMPETITIORS

6. COMPETITIORS

7. CUSTOMERS   (Industry Based)  -Restaurants /Food   chains     -Coffee shop chains   -Temples    -Ice cream manufacturers MILK   BUTTER/CHEESE/GHEE   - Bakery & Confectionaries   -Pizza Retailer -Snacks Retailer

8. Customer Segmentation Kids   * Amul Kool Chocolate Milk   * Amul Energy Drink  * Amul Kool Milk Shake  Women * Amul calei + Youth *Utterly  Delicious Pizza  * Amul Emmental Cheese * Amul Cheese Spread  Calorie Conscious * Amul Lite *Sagar Skimmed Milk * Amul Life Slim and Trim Milk  Health Conscious  * Nutramul * Amul Shakti Health Milk  

9. Geographic Demographic Psychographic Behavioural Area Amul  Kool Chocolate Milk   Amul  Energy Drink  Amul  Kool Milk Shake  Kids   Amul  Kool Chocolate Milk   Amul  Energy Drink  Amul  Kool Milk Shake  Women Amul   calei + Youth Utterly  Delicious Pizza  Amul   Emmental  Cheese Amul  Cheese Spread  Calorie Conscious Amul  Lite Sagar Skimmed Milk Amul  Life Slim and Trim Milk  Health Conscious  Nutramul Amul  Shakti Health Milk   Occasion Amul Shrikhand Amul Icecream Amul Dark Choclate Amul Kool Milk Shake Amul Choco Mini Amul Rejoice

10. (Source:- Business Standards of 14 April 2016) 3.7 3.6 3.5 3.1 3 2.9 2.8 2.7

11. Farmers Village Corporative Societies (with Chilling units) Warehouses Wholesalers Retailers Home Delivery Contractors Customers Customers Amul Supply Chain

12. Media Shareholders

13. Swot Analysis

14. Competitor Rivalry Large no. of competitors Local Dudhwala as well  Threat of new Entrants(Low) Requires high capital investment and difficult to achieve economics of sale. Complex Distribution channel which create barrier for new entrant Customer Loyalty Threat of Substitutes(Medium) There are many drinking substitutes of milk but Indian people consider milk as very important element of daily diet.  So dairy industry enjoys high profitability. Bargaining power of buyers( High) Presence of multiple competitors as well as local dudhwala . Home delivery of milk products by local dudhwala increase the competition. Bargaining power of  supplier(Low) Mainly Suppliers are rural milk producers and thus there bargaining power is very low Porter’s five Forces Model

15. MACRO Environmental FACTORS AFFECTING SECTOR The dairy industry is a sub-set of the agricultural industry and deals with the production, consumption and sale of milk-based products, such as milk, butter, cheese, cream and ice-cream. There are many factors which affect the running of the dairy industry, and a PESTLE analysis of the industry is as follows:

16. Political Technological Environmental

17. AFFECTING COMPANY – AMUL

18. Affecting Product