DESHBANDHU COLLEGE

PROJECT ON

RURAL MARKETING

BY
KAVERI NANDA

FOUNDER OF AMUL

Dr.Verghese Kurien

What is AMUL?
WORLD
S
LARGES
T
POUNCH
ED MILK
BRAND

LARGES
T FOOD
BRAND
IN INDIA

AMUL means priceless in Sanskrit. The

brand name Amul, from the Sanskrit
Amoolya, was suggested by a quality control
expert in Anand

About AMUL
Formed in1946 ,is dairy co-operative movement in India.
A brand name managed by Gujarat Co-operative Milk Marketing
Federation(GCMMF)
Jointly owned by 2.6 million milk producer in Gujarat.
Spurred the white revolution of India, which has made India the
largest producer of milk and milk product in the world.
Overseas market Mauritius, UAE, USA, Bangladesh, Australia.
Dr. Verghese Kurien former chairman of GCMMF is the man behind
the success of Amul.

WHAT IS RURAL MARKETING ?

Rural marketing is used to be an umbrella term for the
people who are dealt with rural people in one way
or other. It got separate meaning and importance after
economic revaluation in India after 1991.
Rural marketing involve delivering manufactured or
processed inputs or services to rural producers or
consumers.
Rural Marketing is defined as any marketing activity
in which the one dominant participant is from a
rural area. This implies that rural marketing consists of
marketing of inputs (products or services) to the rural as
well as marketing of outputs from the rural markets to
other geographical areas.

Some examples of RURAL

MARKETING
YAARA DA TASHAN ads
with Aamir Khan created
universal appeal for Coca
Cola . Coca Cola India tapped
the rural market in a big way
when it introduced bottles
priced at Rs. 5/- amd backed
it with the Aamir Khan ads.
Of two million BSNL mobile
connections, 50% are in
small towns / villages.
Mahindra & Mahindra sells
most of its SUVs in the rural
market.

AMUL Products

Market share of AMUL Products

USP Quality with Affordability
USP of Amul is its TASTE

AMUL moves towards Rural

Market
as stated by M.K. Gandhi India lives in villages

70% of population in India lives in rural area.

Also known as bottom of the pyramid.
It created an opportunity for companies like
Amul .
Amul derives 70% of sales from rural area.

Three tier AMUL Model

Establishment of a direct linkage

between milk producers and
consumers by eliminating
middlemen
Milk Producers (farmers) control
procurement, processing and
marketing
Professional management

Strategies to support rural

farmers
Amul initiated in developing rural retailers by :

insurance against natural calamities

establish telecenters and technology in villages

in India

to purchase all milk produced from member

farmer.

provide best price to the member farmer for the

milk produced .

FEW ADVERTISEMENTS
FOR RURAL MARKET

THANK YOU