2. CASE STUDIES ON
INNOVATION IN INDIA
ICFAI- INSTITUTE OF CHARTERED FINANCIAL ANALYSTS OF INDIA.
ICFAI CENTRE FOR MANAGEMENT RESEARCH
HYDERABAD-500 034
3. Contents
Agriculture and allied activities
Banking
Pharma and biotech
Education and training
E-Governance
Healthcare services
Home building and home doctor
Manufacturing
Music and entertainment
Retailing and FMCG
Road and transportation
Software and IT service
Telecom
Travel and tourism
5. Flow of Presentation:
Introduction
Marketing Mix
Business Model
Marketing Strategy
Competitors & Conclusion
6. Introduction:
Amul (Anand Milk Union Limited),
formed in 1946.
It is managed by Gujarat Co-
operative Milk Marketing
Federation Ltd. (GCMMF).
AMUL is based in Anand, Gujarat.
7. Amul encouraged the White
Revolution of India. It is also the
world's biggest vegetarian cheese
brand.
Amul initiated the dairy co-operative
movement.
Dr Verghese Kurien, former
chairman of the GCMMF -the man
behind the success of Amul.
Turnover of Rs 20,733 crore during
2014-15.
8. Business Model:
Amul followed a unique business
model. "Anand pattern" cooperative
system
Every-day Amul collects
447,000 liters of milk from 2.12
million farmers.
Converts the milk into branded,
packaged products, and delivers
goods to over 500,000 retail outlets
across the country.
11. Segmentation:
Wide range of product
categories caters to consumers
across all market segments. For
example, Amul Kool is targeted at
children, while teenagers prefer Kool
Café, as it has a cool imagery
associated with it.
13. Promotion:
Uses a variety of media to
communicate.
Most famous is billboard campaign.
The Baby Girl Increased AMUL’s Brand
image.
AMUL sponsored for many TV shows to
promote its brand image ( Ex: AMUL
Star Voice Of India, In STAR Tv )
18. CONCLUSION:
Amul has risen from Indian soil and it remains
Indian in every sense.
There is high scope in the low priced segment
as also in other categories.
There are a significant number of retailers who
are currently stocking more than two brands.
Amul has the opportunity to capture the more
evolved young adults and children who are
open to new products provided they meet
their expectations.