4. Brief Introduction
• Kaira District Cooperative Milk Producers’ Union
Limited - Anand Milk Union Limited
• Formed in 1945, co-operative movement in India.
• Managed by Gujarat Co-operative Milk
Marketing Federation(GCMMF).
• Started with 250 lit/day to present 8.4 million lit/day
• 2.79 million milk producer in Gujarat.
• US $ 1504 million turnover institution
• Largest milk handling capacity in Asia
• Largest cold chain network
• Overseas market
Mauritius, UAE, USA, Bangladesh, Australia,etc.
• Dr. Verghese Kurien- Father of white revolution
6. Product
AMUL BUTTER : ‘UTTERLY BUTTERLY DELICIOUS’
Launched by AMUL in 1945.
market leader during the last 4 decades with 86% market share
Ingredients:
Butter, Common Salt, permitted natural color- Annatto
Composition:
Milk Fat 80%
Moisture 16%
Salt 2.5%
Curd 0.8%
Calorific Value:
720 kcal./100g
Special Features:
Made from fresh cream by modern continuous butter making machines. Marketed in
India since 4 decades.
Product Specification:
Meets AGMARK standard and BIS specifications No.IS:13690:1992
Product Packaging:
first company to launch Butter in an International pack
“single serving” “low priced” and “convenient application and disposal”
8. Price
• Penetration pricing
• value pricing
• 100gm – Rs.23
• Competitor: Mother Diary, Nestle, Britannia
• Low-cost price strategy core philosophy of
providing butter at a basic, affordable price to
appeal the common masses
9. PLACE: A Global Distributor
• GCMMF is India's largest exporter of Dairy
Products
• APEDA Award
• Excellence in Dairy Product Exports for the last
9 years
10. Channel
• Online (Internet):
• Amul cyber store
• Icecrem cyber store
• Direct retailing through "Amul Utterly Delicious" parlours :
• Major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad
• and Surat.
• Retailers:
• Currently online are Chennai and Calcutta
• Chennai, Kolkata, Nasik, Jalgaon, Aurangabad, Delhi, Raipur, Jodhpur,
• Udaipur, Pune, Siliguri / Durg, Kota.
• Wholesalers:
• Producer Co-operatives: This type of distribution organization is formed
• by agricultural producers for selling their produce in the local market.
• Network of over 3,500 distributors
11. Coverage
• India:
• Covering 13,000 villages benefiting 2.7 million farmers
• Collection 447,000 liters of milk/day from 2.12 million
farmers .
• Delivery of goods to over 500,000 retail outlets across the
• country
• Members: 13 district cooperative milk producers' Union
• No. of Producer Members: 2.7 million
• No. of Village Societies: 13,141
• International Markets:
• Available in over 40 countries.
12. Location
• The major markets are the US, West Indies, countries in Africa, the Gulf
region,
• Singapore, the Philippines, Thailand, Japan and China.
• Some Amul Parlours in the country run by the company or its wholesale
• dealers:
• Delhi Metro Rail Corporation
• The Somnath Temple
• National Institute of Design
• Infosys Technologies in Bangalore, Mysore & Pune
• Wipro campus in Bangalore
• L.J. College, Ahmedabad
• Ahmedabad Airport
• Surat Municipal Corporation
• Delhi Police
13.
14. Promotion
• ADVERTISING
• fresh and innovative".
• The clean, emotion-based ads.
• Amul ads -creative, apt for the current
situation.
• The Amul ads are one of the longest running
ads based on same theme
• vying for the Guinness records
• 1% of its turnover on promotions.
15.
16. Promotion Continued…..
• Outdoor Media : Hoarding/Billboards
• Broadcast Media : Television
• Print Media : Newspaper,General interest
Magazine
• Internet : Independent Websites,Portals.
• Social Networking Sites : eg Orkut
• Promotion by events.