AMUL

THE TASTE OF INDIA

Khushi Jain 21PGDM143

Nikita Jain 21PGDM153
Shreya Gupta 21PGDM177
Abhishek Math 21PGDM126
Rahul Raj 21PGDM162
Shashwat Gulati 21PGDM174
 Market share by revenue
Amul
Parle Products
9%
SECTOR
GlaxoSmithKline (GSK)
5.1%

ITC
OVERVIEW
1.3% 38.5%
Marico The FMCG sector in India is the fourth-
6.4% largest, with household and personal care
products accounting for 50% of FMCG
Dabur sales.
2.6% From April 2000 to June 2021, the sector
Patanjali Ayurved
5.1% saw healthy FDI inflows of US$18.59
billion.
Nestlé
6.4%
Hindustan Unilever (HUL)
17.9%
INDUSTRY OVERVIEW
DAIRY INDUSTRY
The dairy market in India reached a value of INR
11,357 Billion in 2020. Dairy activities form an
essential part of the rural Indian economy,
about a third of rural incomes are dependent
upon dairying. India also has the largest bovine
population in the world. Where, dairy is the
single largest agricultural commodity
contributing 5% of the national economy,
witnessing 6.4% (CAGR) in the past 5 years.
The Indian dairy industry is expected to grow
by 9-11% in FY22.

 COMPANY
Amul, a brand of dairy cooperative
major Gujarat Cooperative Milk
OVERVIEW
Marketing Federation Ltd (GCMMF),
is ranked 8th in the list of top 20
global dairy processors.
The cooperative sells 150 lakh liters
of milk per day. By the year 2025, the
cooperative plans to double its
turnover to Rs 1 lakh crores.

COMPANY Amul India is one of the largest

dairy companies in the world with
ANALYSIS an increasing growth rate since
2011.

In the financial year 2021, Amul

reported a sales turnover of above
392 billion Indian rupees compared
to about 385 billion Indian rupees in
the previous year in India, showing a
2% growth in turnover.

 BUTTER MARKETING MIX ICE-CREAM

PRODUCT PRICE PRODUCT PRICE
Variants: Pasteurized salted butter,garlic & Variants: kulfi, cones, tubs, cups, Market-oriented
herbs salted butter, unsalted butter, lite Fair pricing policy sticks, bars and ice candies pricing policy
butter Different flavors Periodic discounts
Sizes: 10 gm, 20 gm, 50gm, 100gm, 500gm Sizes: 120ml, 50 ml, bulk, family and incentives on
and combo packs bulk packs
Amul lite butter is available in 100gm,
Sugar-free ice cream for health-
200gm, 500gm conscious consumers
PROMOTION Attractive packaging PROMOTION
PLACE Amul girl singing the jingle “ PLACE
Advertises via radio, television,
utterly, butterfly, delicious Pan-India presence
Sold across India, including the newspapers, magazines, hoardings,
Well-spread distribution network
remotest villages. …..Amul.” billboards
Sold in exclusive Amul parlors, retail
Promoted through various Distributing free products during
Available at Amul parlors, retail stores, outlets, hotels, restaurants, café,
cookery shows to target events
kiranas supermarkets, fast-food joints, clubs and
housewives and chefs Discount schemes and trade
Available online - Big basket, grofers, shopping malls.
promotions like 20% extra and one
dunzos. In some cities, vendors sell via mobile
free with other
vans and carts also

PRODUCT
CHEESE
Variants: Processed cheese,
Enmental cheese- specialty
swiss cheese, Amul gouda
cheese, cheese spreads,
mozzarella cheese
PLACE
Available in tier 1 and tier 2 cities.
Sold at most grocery stores
Available on online grocery apps like Big
Basket, Grofers ,etc.
PRICE PRODUCT
Competitively priced
PROMOTION
New mascot, the Amul
Cheese Boy.
Ads showed young
people enjoying cheese
in a variety of ways from
spread to melted on
pizzas and even direct
consumption.
MILK PRICE
Variants: Full Cream, Shakti, Toned Milk
Flavors- Cow’s, Buffalo’s, Camel’s Milk Competitively Priced
Sizes: 200ml,500ml,1L packets,Tetra-
Packs.’
Low fat and Camel’s milk, calci plus for
health Conscious consumers.
PROMOTION
Creative ads, apt for the
PLACE current situation in
Newspapers and Social
Direct retailing through "Amul Utterly
Media
Delicious" parlors
Digital campaigns such as
Online Grocery apps:
“Eat Milk with every meal”
BigBasket,Flipkart Now etc
Amul believes in mouth to
Sold in Amul parlors , supermarkets,
mouth publicity by their
local Kirana.
consumers.
CUSTOMER SEGMENTATION

INDUSTRIAL SEGMENTATION

TARGETING
POSITIONING
MARKETING OBJECTIVES

Short term Long term

Increase in volume of Increase brand awareness

purchase Increase market share and
Increase in rate of penetration
purchase Finding newer markets
Increase in retained Market stability
customers
Connect with the audience
through campaigns.
COMPETITOR
Kwality Walls, Vadilal, Baskin
Ice Cream
Robbins, Havmor, Cream Bell

ANALYSIS

Chocolates Cadbury, Nestle

Gowardhan, Mother Dairy,

Butter
Britannia
Britannia, Gowardhan,

Ghee
Dynamix

Cheese Go, Mother Dairy, Britannia

Infant
Nestle

Food
Mother Dairy, Britannia, Nestle,
Milk
Parag Milk, unorganised sector
Dairy Nestle, Gowardhan,

Whitener Mother Dairy, Britannia

 AMUL BUTTER

MARKET SHARE COMPETITORS:

85%

Mother Dairy Britannia Heritage
Butter Butter Butter

Amul butter currently is a market Butter: Price vs Quantity

leader and occupies 86% of the total
market share.
In the last six
decades, the demand for Amul butter
has constantly increased making it
an inevitable household product.
 AMUL MILK

MARKET SHARE COMPETITORS:

34%

Karnataka Nestle Mother Dairy


Milk Milk Federation Milk
Amul Milk currently is a market
leader and occupies 34% of the total
market share.
It ranges from Amul
Taaza to Amul Gold varying with the Milk: Calories vs Calcium
use by the end consumer. It also has
Lactose Free Milk and Camel Milk for
distinguished target customers.
 AMUL ICE-CREAM

MARKET SHARE COMPETITORS:

35.4%

Mother Dairy Britannia Heritage
Butter Butter Butter

Amul Ice-cream currently is a market

leader and occupies 35.4% of the total
market share.
It ranges from tub ice
creams to stick ice-creams and has a
diversified portfolio in the market. It
competes aggressively with Kwality
Walls, Mother Dairy, and other regional
brands.
 AMUL CHEESE

COMPETITORS:
MARKET SHARE

70% Mother Dairy

Cheese

Amul is the market leader in the cheese

industry with over 70% of market share. Britannia
It ranges from processed cheese slice to Cheese

Gouda cheese giving large choice to its

customer with different taste and
preference.
Parag
Cheese
 SURVEY RESULT INTERPRETATION

Which products of Amul do

consumers mostly consume?

Which factors do consumers

consider while purchasing
Amul products?

Do the customers believe that

the variety of products offered
by Amul are better than its
competitors?
From where do consumers
get information about Amul
products?

From where do consumers

prefer purchasing Amul
products from?

Have they ever purchased the

products from the stand alone
store?
 Are the advertisements of Amul relatable? If the company decides to increase the
prices, would the consumer stay loyal?

From where do consumers

prefer purchasing Amul
products from?
Have they ever purchased
the products from the
stand alone store?
Does the Amul girl facilitate easy brand How satisfied are you with Amul's
recognition? products?
THANK YOU!