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  • Amul Case Study

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    Abhinav Aggarwal
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    Verghese Kurien started the White Revolution in India in 1949 as a government employee to transform India from an importer of milk to one of the largest producers of milk in the world. He established the Kaira District Co-operative Milk Producers' Union which pioneered the cooperative model of dairy development. This cooperative model was then adopted across Indian states which led to the development of popular milk brands like Nandini in Karnataka, Saras in Rajasthan, Verka in Punjab, and Mahananda in Maharashtra. Amul employs successful marketing strategies including maintaining a low price through its cooperative business model, targeting both rural and urban markets domestically and internationally, and promoting its brand through widespread advertisements

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    Amul Case Study

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    Verghese Kurien started the White Revolution in India in 1949 as a government employee to transform India from an importer of milk to one of the largest producers of milk in the world. He established the Kaira District Co-operative Milk Producers' Union which pioneered the cooperative model of dairy development. This cooperative model was then adopted across Indian states which led to the development of popular milk brands like Nandini in Karnataka, Saras in Rajasthan, Verka in Punjab, and Mahananda in Maharashtra. Amul employs successful marketing strategies including maintaining a low price through its cooperative business model, targeting both rural and urban markets domestically and internationally, and promoting its brand through widespread advertisements

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    50 views23 pages

    Amul Case Study

    Uploaded by

    Abhinav Aggarwal
    Verghese Kurien started the White Revolution in India in 1949 as a government employee to transform India from an importer of milk to one of the largest producers of milk in the world. He established the Kaira District Co-operative Milk Producers' Union which pioneered the cooperative model of dairy development. This cooperative model was then adopted across Indian states which led to the development of popular milk brands like Nandini in Karnataka, Saras in Rajasthan, Verka in Punjab, and Mahananda in Maharashtra. Amul employs successful marketing strategies including maintaining a low price through its cooperative business model, targeting both rural and urban markets domestically and internationally, and promoting its brand through widespread advertisements

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 23

    1946 ERA

    POLSON DAIRY(Anand, Gujarat)

    PROTEST

    v
    s

    Nationalist Movement

    Verghese Kurien(1949)
    GOVT Employee

    importer of milk into one of the


    worlds two largest producers today.

    WHITE
    REVOLUTION

    Kaira District
    Co-operative
    Milk Producers
    Union

    This is the reason state federations


    now have their own brands

    Nandini Karnatka

    Saras rajasthan

    Verka punjab

    Mahanada maharashtra

    MARKETING STRATEGIES
    1. MARKETING MIX
    2. BUSINESS MODEL

    PRODUCT
    1. DAIRY PRODUCTS
    2. COOKING PRODUCTS

    PRICE
    1. LOW PRICING STRATEGY

    PLACE
    1. RURAL AND URBAN MARKET
    2. INTERNATIONAL MARKET

    PROMOTION
    1. ADVERTISEMENTS

    PRODUCT
    DAIRY PRODUCTS
    COOKING PRODUCTS

    PRICE
    LOW PRICING STRATEGY

    PLACE
    RURAL AND URBAN MARKET
    INTERNATIONAL MARKET

    Singapore
    DUBAI

    PROMOTION
    ADVERTISEMENTS

    DEFENSIVE STRATEGY
    Moving consumers from loose milk to
    packed milk
    Being exposed to the brand ,it
    expanded its market in same
    segments of
    products(CONCENTRIC)

    SEGMENTATION
    They launched amul kool taking in
    consideration segment of children
    Launched kool kafe taking in
    consideration the segment of
    teenagers

    DIVERSIFICATION STRATEGY
    NON-DAIRY PRODUCTS-oils,
    snacks ,instant food,choclate

    DIVERSIFICATION STRATEGY
    DAIRY PRODUCTS-packed and
    processed fresh milk,milk
    drinks,desserts,chesse products

    Promotion
    1. Used variety of media to
    communicate
    2. Most famous is billbord
    campaign
    The enduring polka dressed
    girl various places increased
    brands fan follow
    Amul food festival which is being
    held every year between
    october and december in about
    50,000 retail outlets

    1. The chef of india contest invites


    people to come with reciepes using
    as many amul products as possible
    and receipe is to be submitted at
    amuls website

    Promotion strategy
    Promote the brand in three rational cycle of
    two to three years
    Ice cream in 1996 then made further
    changes in in 1999 in order to inprove the
    product and make it affordable
    Cheese 2001,amul mast dahi-2001
    2004-2005 sale of masti dahi grew by 25 %
    Nutra amul and kool kafe in 2006 and
    upcoming years amul koko-choclate drink

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