MARKETING STRATIGIES

OF AMUL
PREPARED BY
KISHNA PATEL

(157780592074)

JYOTSANA PARMAR (157780592068)

DAMINI SHARMA

(157780592098)

NITA RABARI

(157780592080)

PALAK AGRAWAL

(157780592003)

SEM II, SLIBMS

INTRODUCTION
AMUL CEO :-

R.S SODHI

FOUNDER :-

VERGHESE KURIEN

HEADQUATER:- Anand, Gujarat

TAG LINE :-

THE TASTE OF INDIA

PRODUCTS:-

Amul milk, ghee, butter, cheese etc.

MISSION
We the motivated and dedicated workforce at amul are committed to produce
wholesome and safe foods of excellent quality to remain market leader through
development of quality management system, state of art technology, innovation and
ecofriendly operations to achieve delightment of customers and milk producers.
VISION
Amul has a vision to provide more and more satisfaction to the farmers, employees
and distributors.

MARKETING STRATEGIES OF AMUL

Marketing mix of Amul

Product

Price

Promotion

Place

People
SWOT analysis
Competitive advantages

A. MARKETING MIX OF AMUL

Strong product portfolio.
Mainly dairy products.
Butter cheese and ice cream
have major market share.
Amul milk has 26% of market
share in the packaged milk
segment.
Amul milk, paneer and Dahi
etc..

PRODUC
T

A. MARKETING MIX OF AMUL

Low cost pricing
Pentrative pricing.
Strategy to establish itself in
the market where competition
is very high by adapting low
pricing.

PRICE

A. MARKETING MIX OF AMUL

Methodology of breaking the
bulk.
Two different channels for
distribution.
Procurement channel.
Distribution channel.
More transportation involved.

PLACE

A. MARKETING MIX OF AMUL

A. MARKETING MIX OF AMUL

C. SWOT ANALYSIS
STRENGTHS

Very high market share

Excellent brand equity
Strong supply chain
Rural presence
Strong distribution
network

WEAKNESSES

Cost of operations
Chocolates

C. SWOT ANALYSIS(CONT..)
THREATS

Increasing competition in
ice- cream segment

OPPORTUNITIES

Export
Concentrate more on
chocolate market

D. COMPETITIVE ADVANTAGE

CONCLUSION
As a result we can say that, marketing strategies of
Amul is very effective.
Hence it has successfully ruled over dairy products
world of India.
It has different competitors based on its different
products.
Example: Amul chocolate is not that much successful due to
strong
competitors like Nestle, Cadbury.
Amul butter, milk, cheese are successful although it