Presentation On AMUL

Presentated By: Jyoti Gupta

Amul was formally registered on December 14, 1946. The brand name Amul, sourced from the sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand. Some cite the origin as an acronym to (Anand Milk Union Limited).

It is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term Amul has spurred the White Revolution of India, which has made India one of the largest milk producers in the world.

Product Range includes

Market Segmentation Of Amul

Homogeneity within the segment. Heterogeneity between segments. Segments are measurable and identifiable . Segments are accessible and actionable . Segment is large enough to be profitable . These criteria can be summarized by the word

SADAM:

S A D A M

Substantial: the segment has to be large and profitable enough Accessible: it must be possible to reach it efficiently Differential: it must respond differently to a different marketing mix Actionable: you must have a product for this segment Measurable: size and purchasing power can be measured .

Process- Data Model of Marketing Segmentation

Continued

The Process-Data Model Of Marketing Segmentation

Above given is a generic process-data model is given for the whole process of segmenting and positioning as a basis of deciding on the most effective marketing strategy and marketing mix.
This model consists of the three main activities: segmenting, targeting and positioning.

After the most attractive segments are selected, a company should not directly start targeting all these segments.

The four sub activities performed by Amul while targeting are:Defining the abilities of the product and resources needed to enter a market Analyzing competitors on their resources and skills Considering the companys abilities compared to the competitors Deciding on the actual target markets.

The major marketing management decisions can be classified in one of the following four categories: PRODUCT PRICE PLACE PROMOTION These variables are known as the marketing mix or the 4 P's of marketing. They are the variables that marketing managers can control in order to best satisfy customers in the target market. The marketing mix is portrayed in the following diagram:

The Marketing Mix

The firm attempts to generate a positive response in the target market by blending these four marketing mix variables in an optimal manner.

 Cost
Quality/Reliability/Dependability Time to market Innovativeness/ technologies

Competition Based Pricing

Setting the price based upon prices of the similar competitor products. Pricing is based on three types:1) Product is lasting distinctiveness from competitor's product. here we can assume a) The product has low price elasticity. b) The product has low cross elasticity. c) The demand of the product will rise. 2) Products have parishable distinctiveness from competitor's product, assuming the product features are medium distinctiveness. 3) Products have little distinctiveness from competitor's product. assuming that: a) The product has high price elasticity. b) The product has some cross elasticity. c) No expectation that demand of the product will rise.

Comparing Prices Of AMUL and CADBURY:

By comparing the prices of the products of Amul and Cadbury, we can see that the prices offered by Cadbury are on the higher side as compared to Amul.

Product

AMUL
(Rs.)

CADBURY
(Rs.) 100

Dry fruit Choco Crunch (pack of 20pcs)

80

But an important step before developing the marketing mix is deciding on how to create an identity or image of the product in the mind of the customer.

The Process Of Positioning The Product Of A Company:

1. Identifies the differential advantages in each segment. 2. Decides on a different positioning concept for each of these segments.

The analyses done of the market, competitors and abilities of the company are necessary to create a good positioning statement. When the positioning statement is created, one can start on creating the marketing mix.

 In order to ensure a continuous & efficient distribution, an approximate figure has to be arrived at for getting the initial orders & to ensure adequate supply so that any delays or resultant losses are avoided. 500,000 retail outlets across the country.

over 3,500 distributors.

47 depots with dry and cold warehouse.

A successful product or service means nothing unless the benefit of such a service can be communicated clearly to the target market. An organisations promotional strategy can consist of:

Advertising: Is any non personal paid form of communication using any form of mass media?
Public relations: Involves developing positive relationships with the organisation media public. The art of good public relations is not only to obtain favorable publicity within the media, but it is also involves being able to handle successfully negative attention. Sales promotion: Commonly used to obtain an increase in sales short term. Could involve using money off coupons or special offers.

ADVERTISEMENTS

The Amul ads are one of the longest running ads based on a theme, now vying for the Guinness records for being the longest running ad campaign ever.

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CONCLUSION
This summarizes our presentation on Amuls Marketing Mix. There are various other strengths of Amuls Marketing. Amul never forget its core philosphy that is Providing milk at

a basic , affordable price.