SU

BMITTED BY: NEHA MATHUR

ACKNOWLWDGEMENT
I would like to express my gratitude to my
teacher DR. RIMA NAMHATA as who gave
me the opportunity to do this wonderful project
on the topic (Write the topic name). The project
helped me learn how to do proper Research and
I learned about many new things while doing
the project.

I would also like to thank my parents and

friends who helped me complete this project
within the deadline
TABLE CONTENT
A. Sector Information........................................................................................ 4
1.Introduction........................................................................................................4
2. Fmcg World Market Share Analysis................................................................5
3. Indian Fmcg Market Segmen…………………………………………………6
4.Company Snapshot…………………………………………………………….7
2. Market Share Of The Company......................................................................11
3. Product/Services Profile & Target Market.....................................................12
4.Competitor Analysis………………………………………………………….15
5. News Of Amul India...................................................................................…18
C. Marketing Strategy………………………………………………………….22
1.SWOT Analysis……………………………………………………………...22
2. Segmentation, Targeting And Positioning Of Amul......................................25
3. Channel Of Distribution.................................................................................28
D. Amul During Covid………………………………………………………....30
E. Amul Corporate Social Responsibility……………………………………...32
F. Advertisement………………………………………………………….........34
G. Sale Promotion……………………………………………………………...35
F. Conclusion....................................................................................................37
G. Bibliography.................................................................................................39
 SECTOR INFORMATION

# INTRODUCTION

FMCG area represents Fast-Moving Consumer Goods area, and

it is the India's fourth biggest area. The area is likewise known
by, Consumer Packaged Goods Sector, including the items that
can be bought at a lower cost. The items utilization is on a little
scale and are typically accessible in an assortment of sources
including markets, general store furthermore, distribution
centers. Family unit and individual consideration have been
contributing up to half of FMCG deals in Indian market. The
straightforward entry, development in mindfulness and
ceaselessly evolving ways of life are affecting the area. The
biggest supporter of the general income produced by FMCG
area in India is through the metropolitan fragment bookkeeping
to 55% of income share. Aside from this, in recent years FMCG
has been seen becoming quicker into the rustic India when
contrasted with metropolitan India.
# FMCG WORLD MARKET SHARE

worldwide $288 mn

6%
16% 30%

23%
25%

UK JAPAN CHINA INDIA US

 MARKET SEGMENT

HOUSEHOLD CARE LIGHTINING

10% 2%

# TABACOO
15%
FOOD AND BEVERAGES
53%

PERSONAL CARE
20%

FOOD AND BEVERAGES PERSONAL CARE TABACOO

HOUSEHOLD CARE LIGHTINING

INDIAN FMCG MARKET SEGMENT

FMCG

FOOD AND PERSONAL HOUSE

TABACOO LIGHTINING
BEVERAGES CARE HOLD CARE

COMPANY INFORMATION
# COMPANY SNAPSHOT

Amul, is an Indian dairy helpful society, based at Anand in the

Indian territory of Gujarat. Formed in 1946, it is an agreeable
brand overseen by a helpful body, the Gujarat Co-employable
Milk Marketing Federation Ltd. (GCMMF), which today is
mutually possessed by 36 lakh (3.6 million) milk makers in
Gujarat. Amul prodded India's White Revolution, which made
the nation the world's biggest maker of milk a lot products.

Amul helpful was enlisted on 19 December 1946 as a reaction

to the misuse of negligible milk makers by dealers and
specialists in little urban communities. The costs of milk were
discretionarily decided at that point. The public authority had
given Polson a successful restraining infrastructure in milk
assortment from Kaira and its resulting gracefully to Mumbai
Industry - Dairy FMCG
Founded- 1946; 74 years prior
Founder- Tribhuvandas Patel
Headquarters- Anand, Gujarat, India
Territory served- Worldwide
Key people- Rupinder Singh Sodhi (MD)[1]
Revenue- Increase₹38,550 crore (US$5.4 billion)
(2019-20 [2])
Number of employees 1,000 (Marketing Arm) 36 lakh (3.6
million)

# FOUNDER

Dr. Verghese Kurien

Amul was led by Tribhuvandas Patel under the direction of
Sardar Vallabhbhai Patel. Subsequently, Kaira District Milk
Union Limited was brought into the world in 1946 (later
renamed to Amul). Tribhuvandas turned into the establishing
administrator of the association and drove it until his
retirement in 70s. He recruited Dr. Verghese Kurien in 1949.
He persuaded Dr. Kurien to remain and help with the mission.
Under the chairmanship of Tribhuvandas, Dr. Kurien was at first
the senior supervisor and helped control the specialized and
promoting endeavors of Amul. Dr. Kurien was the director of
Amul quickly after Tribhuvandas Patel passed on in 1994.

Draftsman of "Activity Flood",

the biggest dairy advancement
program on the planet, Dr.
Verghese Kurien has
empowered India to turn into the biggest milk maker in the
World. A man with an uncommon vision, Dr. Kurien has
dedicated a lifetime to understanding his fantasy – enabling the
ranchers of India. He is otherwise called "Father of White
Revolution" or "Dudhwala of India".
He showed up in Anand on Friday, the thirteenth May 1949. His
lone expectation around then was to get a delivery from his
bond and escape Anand as fast as could be expected under the
circumstances. Toward the finish of 1949, when he got
alleviating request from his occupation from the Government
Creamery, he was good to go and anxious to pack off to
Mumbai. Shri Tribhuvandas Patel, the then Chairman of Kaira
District Co-usable Milk Producers Union (prominently known as
Amul),
A political dissident and a partner of Sardar Vallabhbhai Patel
with whom Kurien had built up a companionship mentioned
him to remain on in Anand for some additional time and assist
him with putting his co-usable dairy's gear together. Kurien
chose to remain back for a couple of more days, remained then
perpetually and the rest that happened is currently history.

MARKET SHARE OF COMPANY

 MARKET SHARE OF AMUL PRODUCT

3%
8% 6%
2%

11%

58%

12%

Liquid milk skimmed butter ghee

cheese flavoured milk others
MARKET PRODUCT/SERVICES PROFILE AND
TARGET

Searching for wide number of items from Anand Milk Union

Limited (AMUL). There are wide scopes of items from Amul and
these items are utilized by a huge number of homes in India, as
it is said appropriately as "Taste of India". On the off chance
that you are searching
for these great items,
at that point you have
stepped in to the correct spot, where in you can become
acquainted with numerous items at sensible cost from Amul.
Different items from Amul, for example, Amul Butter, Milk
Powder, Ghee, Cheese, Chocolates, Ice cream, Milk can be
known her
AMUL MILK

AMUL BREAD SPREADS

AMUL CHEESE

AMUL PANEER

AMUL ICECREAM

BEVERAGE RANGE

AMUL GEE

CHOCOLATE

FRESH CREAM

MITHAI

BAKERY PRODUCT

AMUL DAHI
#
COMPETITORS ANALYSIS

MOTHER DAIRY

 Area of rivalry : In milk and has large designs for

cheddar , frozen yogurt and margarine.
 Mother dairy has around 10% piece of the pie in its
bread spread fragment.
 Mother journal set out to go diverse in their

publicizing efforts as practically 40% bread spread

utilization is finished by kids , so mother journal
needed them to pay attention of their organization .

BRITANIA

 Area of rivalry : Cheese, Bread spread.

 Britania hopes to have an expected piece of the pie of
38%.
 Britania thought of margarine spread in the year 2002.
This item is prepared utilizing progressed dairy innovation .
 its Formulation guarantees simple spread capacity even at
lower temperature.

NUTRALITE

 Area of rivalry: Butter substitute Margarine

 Performances : Zydus with its item nutralite , cases to have
earned a 75% portion of the "Margarine elective" market .
Nutralite a table margarine and is generally utilized as a
substitute of bread spread everywhere on the world by
reinforcing its essence in the sound dietary enhancement
section.

NEWS OF AMUL INDIA

Amul pummels organizations for selling almond, soya,
oats and rice drinks as milk

- AMUL is strongly opposing companies that are selling

almond, soya, oats and rice beverages as milk and could
be considering taking them to court to stop this
practice.

“Ten crore dairy farmers for whom milk is an instrument

of socio-economic development are going to fight this
misinformation campaign done by some companies and
NGOs (non-governmental organisations) where they are
selling chemically fortified beverages manufactured in
factories and calling it milk.

French dairy goliath Lactalis dispatches invulnerability

boosting milk in India to fulfill Covid-drove need

- Situated as anti-microbial free milk with resistance

boosting nutrients An and D, Lactel UHT milk will be
delivered at the organization's Telegana plant for south
and east circulation and Maharashtra plant for
dispersion in the north
Coronavirus Impact: Demand for longer timeframe
of realistic usability UHT milk helps as purchaser
need to decrease number of visits to the dairies

- The enormous dairies that have been as of now selling

UHT milk experienced expanded interest during the
lockdown. "The tetra pack milk classification in the
underlying days of the lockdown had seen tremendous
interest because of frenzy purchasing among buyers,
and the interest settled in the later days," said a Mother
Dairy, representative.

Amul invasions into consumable oil business with

dispatch of Janmay

- "With a goal of giving steady and gainful cost to

palatable oilseed cultivators of Gujarat and become
atmanirbhar in homegrown eatable oil creation as
imagined by Prime Minister Narendra Modi, we are
dispatching a scope of consumable oil under the Janmay
brand," said RS Sodhi, MD of Amul

Deals of dairy items take off as individuals work and eat

from home
- Some huge dairies the nation over have revealed 50-
100% hop in month to month deals of cheddar,
margarine, paneer, cream and dairy whitener in April —
the month that saw workplaces embracing the work-
from-home model to line up with the public authority's
lockdown request and help contain the spread of Covid

The lockdown wasn't abrupt, we were ready for the

projection, says Amul MD RS Sodhi
- Amul is the nation's biggest food item showcasing outfit,
with Rs 52,000 crore in income. The brand, in the midst
of hardened rivalry, has suffered throughout the long
term. It has just united its situation in the midst of the
pandemic.
-
India's Amul is now world's 8th largest milk processor
- The local dairy goliath has climbed one position since a
year ago's positioning. In 2018, it arose as the ninth
biggest milk processor by IFCN, a worldwide dairy
research organization
- Amul, a brand of dairy agreeable significant Gujarat
Cooperative Milk Marketing Federation Ltd (GCMMF), is
positioned eighth in the rundown of top 20 worldwide
dairy processors delivered by the International Farm
Comparison Network (IFCN). The local dairy monster
has climbed one position since a year ago's positioning.
 In 2018, it arose as
the ninth biggest
milk processor by
IFCN, a worldwide
dairy research organization.

Amul turnover becomes 17% to Rs 38,550 crore in

2019-20
- The Gujarat Cooperative Milk Marketing Federation Ltd,
which markets Amul milk and dairy items, revealed a
17% expansion in turnover to Rs 38,550 crore in the
year finished March 31

SWOT ANALYSIS OF AMUL

STRENGTH

1. Amul has a high brand value and top of the psyche brand
review
2. Solid organization of more than 3 million milk makers are
related with Amul
3. It is the world's biggest maker of pouched milk
4. India's biggest food brand:Amul is trusted for its quality
5. Number of famous milk items are offered like frozen yogurt,
ghee, margarine, paneer, dahi, milk, and so forth
6. Items accessible at moderate costs
7. In India, It is a market chief in margarine fragment
8. Amul is liable for white upset in India
9. Effective promoting and advertising efforts has improved the
brand presence.
10. Solid organization of retail sources, slows down and parlors
11.A famous mascot in the Amul young lady

WEAKNESS
1.Low piece of the pie in chocolates portion for Amul
2.Strong rivalry from global and homegrown parts in the frozen
yogurt section implies restricted piece of the pie.

OPPORTUNITY

1. Amul can present new items in the chocolate section

2.To tap the undiscovered market, It can build its compass in
provincial business sectors
3.Rise in buying intensity of Indian individuals
4. Amul can tieup with lodgings, resorts, cafés and so forth

THREATS

1.Strong rivalry from global players can diminish the piece of

the overall industry of Amul
2.Economic log jam and swelling can influence business
 SEGMENTATION, TARGETING, AND POSITIONING OF
AMUL
  Income:
Amul does segment division based on Income. It primarily
centers around economical clients while dividing based on pay.
Most likely, this is the explanation they have not yet dispatched
any chocolate past the cost of Rs. 125. The cost of Amul bars
(150gm) normally range from Rs. 100 to Rs. 150. Henceforth,
this makes it clear that Amul portions based on pay, focusing on
those buyers who are thrifty.

 Age Group:
Amul additionally portions the market based on age. It
focuses on the youngsters (5-10) and adolescents (18-30) and
no other section. None of its promotions unequivocally
target the older (matured 50 or above) or the children
(matured under 5). This brands intention to interfaces with
the adolescent is its prime goal.

 Psychographic:
Amul sections the market based on psychographic mentality
connected with the brand. The AMUL GIRL portrays on to the
every day updates of the India's current circumstance,
accordingly fragmenting the current undertaking information
customers.

TARGETIN
G
 Amul's objective market is the two people having a place
with all age gatherings. The brand shows itself as "young" in
nature, and spotlights on that section of shoppers who are
partial to chocolates, and are happy to entertain themselves
with chocolaty snacks.

 Due to its slogan, "A present for somebody you love", the
buyers are attracted to this brand because of its relationship
with "friends and family". Its low costs, that have been
steady over the previous years, permit it to focus on the
mass customer market, as restricted to other premium
chocolate brands like Ferrero-Rocher and Lindt.

POSITIONIN
G

 Amul is a Proud Indian brand with an extraordinary

organization into provincial regions, so Amul dim
chocolate is being venturing into these zones too.
 It is basic to take note of that Cadbury has the
biggest market fragment at 55% and is being
followed by Amul in India, the biggest piece of the
pie by chocolate type is Plain milk at 59% while the
quickest developing portion is that of Dark
chocolates. In wording of chocolate items, Cadbury
 has its herald as Dairy Milk at 49.38% though Amul
is at 28.06%.
 In 2015 Cadbury Dairy Milk has caught over 30% of
the piece of the pie of chocolates in India, a long
ways in front of 5 Star, likewise a Cadbury item,
with 7.9%. Amul chocolates just caught around
2.6% of the market.
 Amul chocolate has a little offer in the market in
India, particularly when analyzed to Dairy milk, so
there is a great deal of degree for the item in the
nation.
CHANNEL OF DISTRIBUTION

In perishable food products, physical distribution is a very

important part of the whole business. The transportation of
"Amul Butter" to the stores that sell "Amul Butter" is a big
challenge. While transportation, the butter has to be stored
properly, so that it does not get contaminated. To completely
understand physical distribution, consider the case of "Amul
Butter". Amul is made in "Kaira District" somewhere in Gujarat.
From there it is distributed all over India and it is available at
the local store near to us. The destitution guys have to make
sure that, every little "Banya shop" on every little street of our
extremely large country gets“Amul Butter”. To add to this
enormous challenge, “Amul butter” is a perishable milk based
product. It has to be stored and transported properly so that it
does not get spoilt on the way. And while the distribution guys
do all this, company has to make sure that they keep the costs
under control. The above example gives the idea of what the
distribution guys do. However, in practice what they do is, set
up distribution channels. Distribution channels:
Distribution channels are all the sub-marketers or intermediate
marketers of the company. For example: selling agents,
wholesalers, retailers, authorized representatives, and
showrooms etc; are basically distribution channels.

The distribution channel for a particular product Manufacturer -

Wholesaler - Retailer - UserManufacturer - Distributor -
Wholesaler - Retailer -User
AMUL DURING COVID

AMUL DURING COVID19

 In The First Two Days Of The Situation, Our Sale Was 15%
More Than Usual As People Were Panic-buying.
  Amul, was facing glitches in areas like inter-state transport
and supply of packaging material.
 Amul Followed All Recommended Hygienic Sanitary
Practices As They Are In The Food Business.
 The Gujarat Cooperative Milk Marketing Federation Ltd
(Amul) Reported A 17 Per Cent Increase In Its Turnover For
 The 2019-20 Fiscal. The New Crisis Brought About By The
COVID-19 Outbreak Hasn’t Affected Amul’s Milk Supply
Chain
 Technologies Were Helping The Brand To Deal With The
Uncertain Times. “People Sitting At Home Are Doing
Invoicing, E-delivery Through Apps And VC Meetings.
 The Demand Reduced By 30% As Various Sectors Like
Hotels And Restaurants Had To Pull Plugs On Their
Operations And Were Not Buying Milk, Cheese, Etc.
 The Problems That Came By During The First Few Days Of
The Situation Was Procuring Labour. “The Labour Count
Had Dropped To 25-30% And We Had To Manage Passes
For Them.
AMUL CORPORATE SOCIAL RESPONSIBILITY
Rural Sanitation Campaign
Amul Dairy has launched a novel scheme for total rural
sanitation and set a target for itself whereby not a single
milk producer will attend to nature’s call in the open. The
Dairy with the support of District Rural Development
Agency (DRDA) will provide interest free loans to its milk
producers in Anand and Kheda districts to set up ‘pucca’
toilet blocks, which will not only help women milk
producers avoid embarrassment but will also ensure
hygiene.
‘In five years’ time, dairy wishes to achieve the target of
providing 100 per cent toilet facilities in all villages where
Amul has a milk society.
The mission is not just about bringing a cultural change by
imbibing good habits among milk producers but also
targeted towards encouraging hygienic practices in the
milk supply chain.

Amul Scholarships: To encourage outstanding children of

farmers in pursuing higher studies Amul introduced scholarship
schemes in 1992. The children are given scholarships for
pursing Diploma, Graduation, Post-Graduation and Doctorate.
Every year the outstanding children are identified from the
villages and scholarships are provided to fulfill their dream of
achieving academic excellence. This effort has motivated greatly
children to excel in their studies and spread education in rural
areas.
 BLOOD DONATION
   
Amul in association with the Indian Red Cross Society
aim to inspire, encourage and initiate humanitarian
services to minimize, alleviate and prevent human
suffering at all times to contribute for “Humanity to
Peace”. Towards this objective Amul initiated blood
donation campaign since 1987. Blood donation
camps are organized regularly in rural areas through
Village Dairy Co-operative Societies. Similarly camps
are organized in Amul Dairy Campus wherein
employees and their family members join in donating
blood. In addition, Amul organizes donation of blood
on emergency. Amul has made a trend in donating
blood to the society.
TREE PLANATATION
In 1946, the unfair trade practises of the middle men brought
the farmers of Kaira to unite and fight against this system which
brought Amul into existence. Their relentless effort in
improving their socio-economic conditions ultimately brought
their working as a model for dairy development programme in
our country – popularly known as Anand Pattern. Replication of
Anand Pattern through Operation Flood programme helped
India to achieve first position in production of milk in the world.
ADVERSTIMENT

Amul Girl - Advertising Mascot of Amul

The well-know mascot of Amul - ' Amul Girl' is a cartoon of a

young Indian girl dressed in a polka dotted dress with blue hair
and a half pony tied up. The Amul Girl's
first advertisement portrayed the Amul product - Amul Butter
as 'Utterly Butterly Delicious'.
The ad agency, that was not happy with 712 photos of babies,
took an instant liking for Tharoor's baby girl Shobha. Thus,
Shobha became the face of the Amul girl. The wide-eyed Amul
girl later went on to win several hearts in India with the 'utterly
butterly delicious' ad campaigns
In 1966 The First Amul Ad Was Came
He decided to pitch the dairy brand's ad campaign differently,
in a way that would instantly connect with the public. In 1966,
he released the Amul girl's first topical ad. Titled
“Thoroughbread”, the ad showed the Amul girl as a jockey
holding a slice of bread during the horse race season.
SALE PROMOTION OF AMUL

 Amul is an Indian dairy cooperative, based at Anand in 
the state of Gujarat, India. •
It was formed in 1946 by Dr. Verghese Kurien, it is a brand 
managed by a cooperative body, the Gujarat co-operative milk 
Marketing Federation Ltd.(GCMMF), which today is jointly 
owned by 3.6 million milk producers in Gujarat. •
Amul encouraged India's white revolution, which made the 
country the world's largest producer of milk and milk products.
•
In the process Amul became the largest food brand in India and 
has ventured into markets overseas. •
Amul's product range includes milk powders, milk, 
butter, ghee, cheese, dahi, yoghurt, buttermilk, chocolate, ice 
cream, cream, shrikhand,paneer,gulab jamuns, flavoured milk, 
basundhi  and others. INTRODUCTION
1. ANY TIME MILK (ATM) MACHINE
•Amul has installed a "any time milk" machine which 
dispenses a 300-ml 
pouch of fresh milk for Rs 10, at Anand's Amul
 Dairy.
•As a first step, amul planned to install six such ATMs in An
and itself. 
Amul wants to add a whole range of dairy products, which 
could be  dispensed through these machines.
2.  PRODUCTS OF AMUL
3.  AMUL Facebook Ad’s
4.  Facebook Page
5.  Facebook Post of Amul Regarding the GST Bill
6. Facebook Post of Amul in Relation With Kabali Movie
7.  AMUL ON TWITTER On twitter, the brand has almost
replicated the content plan it had followed on Facebook
(see the image below). There is very little on this platform
which is different from the things there on Facebook. Still
it has 12,962 followers, which surpasses the follower base
of many Indian brands.
8. There had been occasions where people have engaged
with the brand. It was especially in times of high-energy
events (like in the first image). And like on Facebook, here
also you can hear the voice of dissent from its followers,
which had been duly taken care of by the social media
team of Amul , unlike some of the brands in India.
CONCLUSION
AMUL (ANAND MILK UNION LTD.) is an Indian dairy
cooperative society, located in city of Anand in state of Gujarat,
India. The company belongs to FMCG sector, which is India’s
fourth largest sector with urban segment contributing up to
55% of revenue shares. FMCG market has projected to be
raising up to US $ 220 billion by 2025, with modern trade
growth of 20-25% per annum. The sector growth has been
tremendously increasing due to the shift towards organised
market, increase in market penetration, ease of accessibility
and increase into rural consumption rates. Reason behind this
growth is figured out to be due to increase in promotion and
offers, research online and purchase offline strategy, innovation
production and customisation of goods. The porters five model
depicts the type of impact due to various factors affecting the
sector.
The company snapshot tells us about the history Amul as a
company, is carrying along with it and also the variety in the
products it is offering to the market. This 3.6 million producer
company is led by shri. Shamalbhai B Patel, covering 18 District
cooperative Milk producer’s union under it. AMUL BUTTER is
also one of its best seller products.
The study of SWOT Analysis, Marketing mix, STP, BCG and PLC
of AMUL BUTTER has enlightened us with, “Taste of India”
tagline of Amul has proven to be greater advertisement
strength of company. In Amul the more revenue generated buy
Amul butter only this proven that they are giving more
attention to Amul butter productivity. Amul butter is having a
great market share and best seller of Amul co., because of its
great Strength like, solid advertising, great product quality, One
of the most grounded brand mascots, moderate pricing etc.
Also, the Amul butter comes under Cash cow in BCG matrix of
Company means it generated more money and also consumes
more, but it’s not in growth stage. And according to the
product life cycle of Amul butter it is on maturity stage.
The financial analysis of the product turns out not to be much
good for the company. The diminishing profits and increase into
the debts shows out company is struggling to fight its position
into the present market. Few changes of strategies may help
the company to position it well in future. Company hiring are
also been discussed along with the Job description and Job
specification.

Amul is proving to be better firm to work in with a great

organizational culture
BIBLIOGRAPHY
1. https://www.ibef.org/industry/fmcg
1. https://www.statista.com/statistics/419280/size-of-the-
indian-fmcg-market/
2. https://www.slidesshare.net
3. https://www.bloombergquint.com/business/indias-
biggest-dairy-company-is-betting-on-eating-out-boom
4. https://www.marketing91.com/marketing-mix-of-amul/
5. https://www.mbaskool.com/marketing-
mix/products/17258-amul.html
6. https://marketingfanatics.wordpress.com/2015/10/12/
product-life-cylce-and-industry-life-cycle/