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GLOBSYN BUSINESS

SCHOOL
 Batch - PGDM 07

 Group - XIII

 Date - 15 / 01 / 2009

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Amul_the Taste of
India

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Down The Memory
Lane
Meeting at
‘Samarkha village’
near ‘Anand’ on 4th
Jan, 1946

Dr. Rajendra Prasad


laying foundation
of Amul on 15th
Nov, 1954
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Strength
s :
üMascot

üHigh quality-Low price

üValue for money

üDemand profile

üFlexibility of promotion

üAvailability

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Weaknesse
s :
oPerishability

oPoor Packaging

oLack of control over yield


(milk) quality

oInadequate transportation
facility

oMake milk procurement


problematic

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Opportunitie
s :

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Threa
ts:
qGlobalization- foreign players
may enter ‘Indian Market’

qThreat of duplicity

qMore and more hybrid cows &


pilled milk

qThe quality of Amul butter is


falling

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STP Analysis of Amul
Butter
Segmentat
ion :

vChildren 7-12
yrs.
vTeenagers 13-
19 yrs.
vYoungsters 20-
29 yrs.
vMatured 30 yrs
& above

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Target
Market
Core Target Consumers
:
ØChildren & Teenagers of Urban & Sub-
urban market

ØThe entire Rural Segment

ØYoung & Matured people of the Urban


Segment
ØInternational
Market
Source : www.nationmaster.com 12
Positionin
g : Young

Expensive Economic

Mature
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Amul
Products

C. Table
A. Amul Butter
Margarine
B. Amul Lite

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Amul
Can Produce…..
It is not just a
break fast any
more !!

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Amul
Flavoured Butter
Chocola
te

Strawb Mang
erry o

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Amul
LiquidüNew
Butter
product for
Indian market
üLiquid Butter can be
used
for cooking purpose
üEssential for housing
and
commercial
purposes

Liquid “Purer than


Butter purest”

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Amul
Can Produce.. .
.
Melting
moments……..
Passionate
perfection

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Amul
Creamery Butter

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Amul
Can Produce.. . .
Sugar
Free
Butter

ØNo fat..
No
cholesterol

“No Fear At
All”
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Amul
Body Butter

vNourish and smooth


your skin
with this luscious,
thick body
butter

vUnique formula
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Body Butter
Fragrances

üBotanical
Garden

üFragr
üSangria
ance
vHelps in reducing pores Free
Honeysuck
causedüby
le
ACNES & PIMPLES –
‘Ayurveda’

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Positionin
Young
g : FLAVOURED
BUTTER

CREAMERY BUTTER

BODY BUTTER

Expensive Economic

LIQUID BUTTER

CREAMERY
BUTTER
SUGAR
FREE
BUTTER
Mature 23
Amul
Packaging

1.Stora
ble
2.Dura
ble
3.Porta
ble

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Amul
Packaging
FEATURES
3.10 pouch packets of
liquid butter per
Container

5.Plastic made

7.Can be used as a
“Compact container for other
purposes
kitchen”

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Amul
Packaging

Amul Butter
Stick

i n , o n l y
“ No pa
gain”
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Place
Amul
Strategies
Food
Court:
ØTargeting Urban
Population
Primarily Launching
in :
•BOMBAY : ADLABS

•KOLKATA : FORUM

•BANGALORE : I N OX

•CHENNAI :
ABIRAMI 27
Hear &
Ration
Near
Shops
ØIntended :to create the habit among
LIGs -
Urban & Sub-Urbs
Detail
s :
v Typically a Low Priced –
Medium Quality Product

vWith the help of Govt. Subsidies


or
vSelling at BEP

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Rural
Market
Huge Opportunity
as : of the Indian Population still lives in Rural Areas
Ø70%
ØA market consisting of 705 million people
ØOpportunities for ‘Market-Development’ as well as
‘Diversification’

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Place - Planet
Earth

EU
Japa
n

Indi
a

Low - Medium

Moderate

High
Production of Dairy
Products

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A Japanese Dream
Consumptio
nØJapan
: now consumes 90 million tons /year
ØAbout 0.8 kg per person
ØA third of what Americans eat
ØA tenth of the French or Germans

Current Market
Conditions :
Severe Butter shortage in Japan – 2008

Butter prices are firmly upward

Empty dishes, awaiting non-replaceable


butter

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Japanese Dream Contd.. .
üSupplying butter is thus easier

üOperating through a complicated


distribution system

European
Opportunity :
vGovt. Interventions

vUnable to meet the requirements

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Processe
ØExisting s
process:
Customers
O D
R
ELI
D
E VER
R Y

Retailers

O D

HOC / Zonal Offices

O D

Wholesalers

O D

Manufacturer
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Processe
s
Drawbacks
: v
Perishabili
ty

vVariability
Counter Strategy
: Ø
An advanced Info-sys aided,
‘Va l u e D e l i v e r y N e t w o r k ’

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Delivering Values
Retail B2B
Retailers/ direct consumer base
B2
C
portal

Depot
Depot Depot

S EIAS

C Zone
Zone
GI
M S
INTRANE
T Head office

ERP Member Transport


Suppliers
Dairies -ers
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QUALITY & Price

ay
, P
r e
M o
c t
p e
x
E ss
Le
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Suggested Price Chart
for Urban Areas:

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Suggested
Pricing

500
gm =
Rs
85 -
90

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Competitive Pricing

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Competitive Pricing

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Suggested Price Chart
for Rural Areas:

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INTERNATIONAL
PRICING

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PROMOTING Amul
Try it, U will like
it…. . .

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Rural Market

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Rural Market

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Rural Market

“ Amul ka
khela dekho

“Amul
ka
Jadoo

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Rural Market

ØRural live role play


by dummies on
current events

ØWall painting , sign


board

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Rural Market

“ Jitna
Rural market :
khaoge
Free gift utna
paoge”

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Advertisements
I TV
Advertisements
II “Going Green”

üEasily Visible

üCovering Larger
Area

üFresh & Healthy

üLower Costs
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Urban promotion

ØTie ups with


‘SPAs’
- Body Butter

ü“Amuleauty
!!!”
üInteractive T.V.
Shows
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VENDING
M AC H I N E

qIn front of Retail


outlets

qOutside Restaurants

qOutside Fast-food
Shops

qIn front of
Railway Canteens

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Urban promotion

ØTie ups with Mc


Donald’s,
CCD, KFC etc.
– Edible Butter

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Urban promotion

vAmul “Sabse Healthy


Kaun???”

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Urban promotion

vFREE SAMPLES

vSCRATCH & WIN

vIn S C H O O L S

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Urban promotion

üPatronage
awards
üAmul Mobile

ØTie –up with ‘NOKIA’

ØCharacters of Amul
Butter Girl,
Amul butter featured
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i o n
n s
p a
E x L
a l N A
l o b I O
G A T T
R N K E
T E A R
IN M
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International
Market

FO ODEX TASTE-
FEST
JAPAN EUROPE
Participation in
Trade shows
ØIntr oduci ng new pr oducts

ØTo cr ea te an impr ess ion

ØIncr easi ng sales

ØIncr easi ng shar e of


custom er s 60
International
Market

Sci nti ll ati ng


Scul ptur es

Ma king your
lif e easy
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International
Market
SPONSORING
P opular L ocal
S ports

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Acknowledgements

We wish to express our sincere thanks to


• Pro f. Pr a b i r G u h a ,
• HOD Marketing of
• ‘Globsyn Business School’,
• for giving us the opportunity to work as a team on
our marketing project.
 Prof. Malay Bhattyacharya.
 Prof. Jayanta Mitra.
Reference
s :
vAyurveda

vRetailers & Distributers of Amul Butter


in Kolkata

vBritannica Encyclopedia
vwww.amul.com
vwww.google.com
vwww.nationalmaster.com
vwww.asahi.com

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Presented
By :
 Abhishek Basak
 Aindrila Buxy
 Ananya chakraborty
 Aniruddha saha
 Arindam gupta
 Arnab dutta

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Thank You