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About Amul Product mix of Amul. Analysis of product width, length & depth. Consistency of products. Influence of Customer on product. Core, tangible & augmented products. Suggestions.

‡ AMUL has the largest distribution network among any FMCG company. ‡ It has nearly 50 sales offices spread all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers. ‡ AMUL is also the largest exporter of dairy products in the country. ‡ AMUL is available today in over 40 countries of the world.

AMUL
Type Founded Headquarters Key people Industry Revenue Employees Website Cooperative 1946 nand, India Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Dairy INR (Indian Rupee) 67.11 billion, $1.33 billion USD (in 2008-09) 73 employees of Marketing rm. www.amul.com

Members
No of producer members No of village societies Total milk handling capacity Milk collection (Total -2008-2009) 2008Milk collection (daily average 2008- 09) 2008Milk drying capacity Cattle feed manufacturing capacity

13 dist cooperative milk producers union
2.79 million 13328 11.22 million liters /day 3.05 billion liters 8.4 million liters 626 Mts. Per day 3500 Mts. Per day

PRODUCT - MIX WIDTH
P R O D U C T L I N E L E N G T H
Bread spreads Amul Butter Milk powder Sweetened condensed milk sweets Cheese Fresh milk

Spray infant Milk food

Amul Amul Mithaimate Shrikhand & Amrakhand Amul Mithaee Gulabjamau n Amul Basundi

Amul pasteruised processed cheese

Amul Taaza Toned Milk

Amul Lite

Amul full cream milk powder Sagar skimmed milk powder Sagar Tea coffee whitener Amulya Dairy whitener

Amul Cheese Amul Gold spreads Full Cream Milk Amul emmental cheese Gouda cheese Amul Pizza Mozerella cheese Amul Shakti Standardised Milk Amul Slim & Trim Double Toned Milk Amul Saathi Skimmed Milk

Amul Cooking butter Margarine

PRODUCT - MIX WIDTH
P R O D U C T L I N E L E N G T H
Curd products Yogi Sweetened Flavoured Dahi Chocolate & confectionary Amul Fruit & Nut Chocolate Brown beverage Nutramul Malted Milk Food Health beverage Amul Shakti White Milk Food Milk drink Amul Kool Flavoured Milk

Amul Masti Spiced Butter Milk

Amul Bindazz

Amul Kool Cafe

Amul Masti Dahi Amul Rejoice Amul Lite Dahi Amul Prolife probiotic Dahi Amul Lassee Amul kesar

Amul Kool Koko

ANALYSIS: ‡ AMUL as a r ct i t f r cts. ct ty : FOO . ‡ r ‡ s r : It c v rs all l . targ t gr

SUGGESTIONS: ‡ AMUL ca g f r iv rsificati . ct i t ‡ I cr as its r v r i fa t f s l ag f s. cts f r y g ‡ iv r t rs.

Analysis ‡ AMUL as g t its l g r ct l gt i fr s ilk ic cr a s. ‡ AMUL ca g f r x a si i s rts ri k,

Suggestions ‡ AMUL can increase its product width along health drinks, milk drink & sweets. ‡ More diversification in fresh milk like toned milk especially for infants, old people. ‡ Low cholesterol & low sugar for diabetic & heart patients.

ANALYSIS: ‡ AMUL comes in all sizes from 3g pouch of Amulya milk powder to 7.5 kg of amul mithaimate. ‡ Srikhand & ice creams comes in almost all flavors.

SUGGESTIONS: ‡ Cheese spread & pizza comes only as 200 g package. Depth can be increased.

‡ The basic component of all the products in the products line is MILK. ‡ The brand name AMUL is being promoted in the sale of each product.

‡ Amul never forgot its primary

customer
- Amul collects 447,000 litres of milk from 2.12 million farmers (many illiterate)

‡Product for youth
- Amul launched Chocolate milk under brand name of Amul Kool Koko targeting the youth.

‡Product for diabetic people
- India s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics

‡Product for the health conscious
- Amul Launched low fat, low cholesterol bread spreads

Product for the price sensitive India
- Low Priced Amul Ice Creams and affordable Sagar whitener

‡Product for the urban class
- Amul launched emmental, gouda and pizza mozzarella cheese

‡ Brand Advertisements. ‡ Suppliers milk. ‡ College students & Kids Ice creams & Chocolates. ‡ Doctors & health care centers Infant foods, Probiotic ice creams.

AMUL is well known for its innovative hoardings.

AUGMENTED PRODUCTS PRIDE

The taste of India.
VARIETY

TANGIBLE PRODUCTS
VALUE CORE PRODUCTS Milk, Butter, Cheese QUALITY

PACKING

TASTE

FFER

AVAILABLE

‡ Amul marketed bottled water product named JALDHARA but due to less potential in the market it turned out to be blunder. ‡ Product Overlap Powdered Milk  ealth and price Conscious. SAGAR Vs Amulya . USP:  Sagar is affordable whitener for health conscious one.

Cheese Spreads  Specific Vs General Amul Processed Cheese Vs Cheese Spread USP: Cheese spread is highly accepted spread for regular use. Milk Drinks Nutramul Energy Drink Vs Amul Kool

To improve further Amul can try out the following ideas:
‡ Amul can venture out on new products like toned milk, condensed milk that can be used for sweets & baby food products. ‡ There are certain products like Amul Basundi, Gulab jamun, chocolates etc which are not as popular as Amul ice-cream. Amul must try to understand the cause of this through market research & work on improving these products. ‡ Through Amul s hoardings are a huge success, it can penetrate even better in the rural areas by advertising through the media, cable channels & newspapers, Sponsoring shows in TV, sports events can be great help.

Thank you

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