Amul

THE TASTE OF INDIA THE TASTEOF INDIA

INSTITUTE OF PROFESSIONAL EDUCATION & RESEARCH(IPER)

Case Study Presentation on Brand Management of AMUL

Presented B GROUP 2
4/25/12

Amul
THE TASTE OF INDIA

Amul Founded Key people

: Anand milk union limited : 14 Dec.1946 : Parthi Bhatol -Chairman, Kheda District

Headquarters : Anand-Gujrat, India Cooperative Milk Producers' Click to edit Master subtitle style Union Limited. (KDCMPUL) Revenue : $2.15 billion (2010-11)

4/25/12

Amul
THE TASTE OF INDIA Relationship Socially Personality Simple Indian

Bran Physique Click to edit Master subtitle lue Va style Amul girl Slogan Identity The punch line
Reflection Modern & 4/25/12 stable

Culture Co-operative Indian Value Self Image Proud Indian Fun Loving

Amul
THE TASTE OF INDIA

Products

4/25/12

Amul
THE TASTE OF INDIA

PRODUCT 4 PRICE PLACE PROMOTION

Ps of AMUL

Click to edit Master subtitle style

A Product has hundreds of Tag line

4/25/12

Amul
THE TASTE OF INDIA

Market Share
Category Market Share Position

Butter Cheese Ice Cream Sweets

86%
Click to edit Master subtitle style

1st 1st 1st 1st 1st

50%

38% ( HUL 14%) 50%

Packaged Dairy Drinks70% (Mainly Chocolate Drinks) Chocolate 1%( Cadbury 70%)

4/25/12

3rd

Amul
THE TASTE OF INDIA

FACTOR THAT MADE AMUL SUCCESS

Quality
Click to edit Master subtitle style

Value for money Availabil ity

4/25/12

Service

Amul
THE TASTE OF INDIA Strength Brand name an image Quality of product Reasonable price Availability of resources Public power
Click to edit Master subtitle style

Weakness Poor infrastructure Delay payment to farmer

opportunity Expand market Millionaire customer

Threats Competition Government policy and other regulation

4/25/12

Amul
THE TASTE OF INDIA

Portfolio matrix

Click to edit Master subtitle style

4/25/12

Amul
THE TASTE OF INDIA

Strategy

Click to edit Master subtitle style

4/25/12

Amul
THE TASTE OF INDIA

The Way Forward..!!!

It should concentrate in the processed sector as it has a It should be more customer centric It should look forward to implement information
Click to edit Master subtitle style

robust distribution and cold chain network

technology

4/25/12