INSTITUTE OF PROFESSIONAL EDUCATION & RESEARCH(IPER)

Case Study Presentation on Brand Management of AMUL

Presented By GROUP 2

Amul Founded

: Anand milk union limited : 14 Dec.1946

Headquarters : Anand-Gujrat, India Key people : Parthi Bhatol -Chairman, Kheda District Cooperative Milk Producers' Union Limited. (KDCMPUL)

Revenue

$2.15 billion (2010-11)

Relationship Socially

Personality Simple Indian

Physique Amul girl Slogan The punch line Reflection Modern & stable

Culture Co-operative Indian Value

Self Image Proud Indian Fun Loving

Products

PRODUCT PRICE PLACE PROMOTION

4 Ps of AMUL

A Product has hundreds of Tag line

Market Share
Category Market Share Position

Butter Cheese Ice Cream Sweets

86% 50% 38% ( HUL 14%) 50%

1st 1st 1st 1st 1st

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

3rd

Value for money

Availability

Portfolio matrix

Strategy

The Way Forward..!!!

It should concentrate in the processed sector as it has a robust distribution and cold chain network It should be more customer centric It should look forward to implement information technology