PRESENTATION ON FMCG

(AMUL-ICECREAM)
 GROUP MEMBERS
• RAKHI SINGH
• PRAGATI BISARIA
• AKASHMI SRIVASTAV
• ABHISHEK BAJPAI
• SHRADDHA SINGH
 INTRODUCTION
Type Cooporative society
Industry Dairy/fast-moving consumer good (FMCG)
Founded 1946; 73 years ago
Founder Tribhuvandas Patel
Headquarters Anand, Gujarat, India
Area served Worldwide
Key people Rupinder Singh Sodhi (Managing Director)[1]
Revenue ₹38,000 crore (US$5.5 billion) (2018-19 [2])
Number of employees 752 (Marketing Arm)
3.6 million (Milk producing members)
 HISTORY
AMUL COOPERATIVE REGISTERED ON 14 DECEMBER 1946 AS A RESPONSE TO THE EXPLOITATION OF
MARGINAL MILK PRODUCERS BY TRADERS OR AGENTS OF THE ONLY EXISTING DAIRY, THE POLSON DAIRY, IN
THE SMALL CITY DISTANCES TO DELIVER MILK, OFTEN WENT SOUR IN SUMMER, TO POLSON. THE PRICES OF
MILK WERE ARBITRARILY DETERMINED. THE GOVERNMENT HAD GIVEN MONOPOLY RIGHTS TO POLSON TO
COLLECT MILK FROM KAIRA AND SUPPLY IT TO MUMBAI CITY.
ANGERED BY THE UNFAIR TRADE PRACTICES, THE FARMERS OF KAIRA APPROACHED 
SARDAR VALLABHBHAI PATEL UNDER THE LEADERSHIP OF LOCAL FARMER LEADER TRIBHUVANDAS K. PATEL.
HE ADVISED THEM TO FORM A COOPERATIVE (KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS' UNION) AND
SUPPLY MILK DIRECTLY TO THE BOMBAY MILK SCHEME INSTEAD OF POLSON (WHO DID THE SAME BUT GAVE
THEM LOW PRICES). HE SENT MORARJI DESAI TO ORGANISE THE FARMERS. IN 1946, THE MILK FARMERS OF
THE AREA WENT ON A STRIKE WHICH LED TO THE SETTING UP OF THE COOPERATIVE TO COLLECT AND
PROCESS MILK. MILK COLLECTION WAS DECENTRALIZED, AS MOST PRODUCERS WERE MARGINAL FARMERS
WHO COULD DELIVER, AT MOST, 1–2 LITRES OF MILK PER DAY. COOPERATIVES WERE FORMED FOR EACH
VILLAGE, TOO. BY JUNE 1948, THE KDCMPUL HAD STARTED PASTEURIZING MILK FOR THE 'BOMBAY MILK
SCHEME'. UNDER THE SELFLESS LEADERSHIP OF TRIBHUVANDAS PATEL, IN 1973, AMUL CELEBRATED ITS 
25TH ANNIVERSARY WITH MORARJI DESAI, MANIBEN PATEL AND VERGHESE KURIEN.
THE COOPERATIVE WAS FURTHER DEVELOPED AND MANAGED BY DR. VERGHESE KURIEN WITH H.M. DALAYA.
DALAYA'S INNOVATION OF MAKING SKIM MILK POWDER FROM BUFFALO MILK (FOR THE FIRST TIME IN THE
WORLD) AND A LITTLE LATER, WITH KURIEN'S HELP, MAKING IT ON A COMMERCIAL SCALE,LED TO THE FIRST
MODERN DAIRY OF THE COOPERATIVE AT ANAND, WHICH WOULD COMPETE AGAINST ESTABLISHED PLAYERS IN
THE MARKET. KURIEN'S BROTHER-IN-LAW K.M. PHILIP SENSITIZED KURIEN TO THE NEEDS OF ATTENDING TO
THE FINER POINTS OF MARKETING, INCLUDING THE CREATION AND POPULARIZATION OF A BRAND.
 AMUL ICE CREAM WAS LAUNCHED ON 10TH MARCH, 1996 IN GUJARAT. THE
PORTFOLIO CONSISTED OF IMPULSE PRODUCTS LIKE STICKS, CONES, CUPS AS WELL
AS TAKE HOME PACKS AND INSTITUTIONAL/CATERING PACKS. AMUL ICE CREAM WAS
LAUNCHED ON THE PLATFORM OF ‘REAL MILK. REAL ICE CREAM’ GIVEN THAT IT IS A
MILK COMPANY AND THE WHOLESOMENESS OF ITS PRODUCTS GIVES IT A
COMPETITIVE ADVANTAGE.IN 1997, AMUL ICE CREAMS ENTERED MUMBAI FOLLOWED
BY CHENNAI IN 1998 AND KOLKATA AND DELHI IN 2002. NATIONALLY IT WAS ROLLED
OUT ACROSS THE COUNTRY IN 1999.IT HAS COMBATED COMPETITION LIKE WALLS,
MOTHER DAIRY AND ACHIEVED THE NO 1 POSITION IN THE COUNTRY. THIS POSITION
WAS ACHIEVED IN 2001 AND IT HAS CONTINUED TO REMAIN AT THE TOP.TODAY THE
MARKET SHARE OF AMUL ICE CREAM IS 38% SHARE AGAINST THE 9% MARKET
SHARE OF HLL, THUS MAKING IT 4 TIMES LARGER THAN ITS CLOSEST
COMPETITOR.NOT ONLY HAS IT GROWN AT A PHENOMENAL RATE BUT HAS ADDED A
VAST VARIETY OF FLAVOURS TO ITS EVER GROWING RANGE. CURRENTLY IT OFFERS A
SELECTION OF 220 PRODUCTS. AMUL HAS ALWAYS BROUGHT NEWNESS IN ITS
PRODUCTS AND THE SAME APPLIES FOR ICE CREAMS.IN JANUARY 2007, AMUL
INTRODUCED SUGAR FREE & PROLIFE PROBIOTIC WELLNESS ICE CREAM, WHICH WAS
A FIRST IN INDIA. THIS RANGE OF SUGAR FREE, LOW FAT DIABETIC DELIGHT &
PROLIFE PROBIOTIC WELLNESS ICE CREAM IS CREATED FOR THE HEALTH
CONSCIOUS.AMUL’S ENTRY INTO ICE CREAMS IS REGARDED AS SUCCESSFUL DUE TO
THE LARGE MARKET SHARE IT WAS ABLE TO CAPTURE WITHIN A SHORT PERIOD OF
TIME – DUE TO PRICE DIFFERENTIAL, QUALITY OF PRODUCTS AND OF COURSE THE
BRAND NAME.
• MARKETING MIX/MARKETING TACTICS :-
• PRODUCT MARKETING:-
PRODUCTS WILL BE MADE FRESH DAILY AND HAVE A MAXIMUM SHELF LIFE OF 3 DAYS. PRODUCTS WILL BEDSIT PLAYED
IN GLASS CABINETS. IF A PRODUCT IS TO BE EATEN AT THE STORE, IT WILL BE SERVED ON A GLASS PLATE. IF IT IS TO BE
TAKEN HOME, THE PRODUCT WILL BE PLACED INTO A BAKERY BOX, WHICH BEARS THE HEAVENLY PIES COLORFUL LOGO.

• PRICE:-
OUR PRICING STRATEGY IS BASED ON COMPETITIVE GUIDELINES. WE WILL TRY TO REMAIN IN LINE WITH OUR
COMPETITOR’S PRICES. PRICES WILL BE MADE COMPETITIVE WITH SUBSTITUTE PRODUCTS AS WELL. BEVERAGE WILL BE
PRICED BELOW THE INDUSTRY AVERAGE. THIS WILL ALLOW US TO MAKE MONEY FROM BEVERAGE SALES AND LEAVE THE
CUSTOMER WITH MONEY TO SPEND ON OUR MAIN ITEMS.
SALES WILL BE MADE THROUGH OUR RETAIL STORE. THE STORE WILL BE KEPT EXTREMELY CLEAN AND WELL STOCKED
AT ALL TIMES. GLASS COUNTERS WILL BE USED AS WELL AS CLEARLY VIEWABLE KITCHENS TO ALLOW CUSTOMERS TO
VIEW ALL STEPS IN THE PREPARATION PROCESS. SOFT MUSIC AS WELL AS “BAKERY SCENTS” LIKE CINNAMON AND APPLE
WILL BE USED TO CONJURE THE “LIKE MOM USED TO MAKE” IDEA.
TO ENTICE CUSTOMERS INTO OUR STORE, WE WILL OFFER FREE SAMPLES INSIDE AND OUTSIDE OF OUR STORE. IN
ADDITION, EMPLOYEES WILL WALK THROUGH THE SHOPPING CENTER HANDING OUT COUPONS FOR OUR STORE.
CUSTOMERS WILL BE GIVEN FREE MEASURING CUPS AND/OR MEASURING SPOONS WITH A PURCHASE DURING THE FIRST
2 MONTHS OF THE YEAR. A FREQUENT BUYER’S CLUB PROGRAM WILL BE USED IN HOPES OF ENTICING CUSTOMERS TO
RETURN.

• PUBLICITY :-
LOCAL NEWSPAPERS AND RADIO HOSTS WILL BE INVITED TO OUR INVITATION-ONLY MEDIA EVENT IN HOPES THEY WILL
RUN A FEATURE STORY OR SPOT ABOUT OUR STORE. IN ADDITION, COMMUNITY LEADERS WILL BE INVITED. NEWS LEADS
WILL BE SENT TO MEDIA WHEN NOTABLE EVENTS OCCUR
 ADVERTISIN
G
IN 1966, AMUL HIRED SYLVESTER DA CUNHA, THE MANAGING DIRECTOR OF THE ADVERTISING AGENCY AS TO
DESIGN AN AD CAMPAIGN FOR AMUL BUTTER. DACUNHA DESIGNED A CAMPAIGN AS SERIES OF HOARDINGS
WITH TOPICAL ADS, RELATING TO DAY-TO-DAY ISSUES. IT WAS POPULAR AND EARNED A GUINNESS WORLD
RECORD FOR THE LONGEST RUNNING AD CAMPAIGN IN THE WORLD. IN THE 1980S, CARTOON ARTIST KUMAR
MOREY AND SCRIPT WRITER BHARAT DABHOLKAR HAD BEEN INVOLVED WITH SKETCHING THE AMUL ADS; THE
LATTER REJECTED THE TREND OF USING CELEBRITIES IN ADVERTISEMENT CAMPAIGNS. DABHOLKAR CREDITED
CHAIRMAN VERGHESE KURIEN WITH CREATING A FREE ATMOSPHERE THAT FOSTERED THE DEVELOPMENT OF
THE ADS.
DESPITE ENCOUNTERING POLITICAL PRESSURE ON SEVERAL OCCASIONS, DACUNHA'S AGENCY HAS MADE IT A
POLICY OF NOT BACKING DOWN. SOME OF THE MORE CONTROVERSIAL AMUL ADS INCLUDE ONE COMMENTING
ON THE NAXALITE UPRISING IN WEST BENGAL, ON THE INDIAN AIRLINES EMPLOYEES STRIKE, AND ONE
DEPICTING THE AMUL GIRL WEARING A GANDHI CAP.
IN 2013, AMUL TWEETED A PICTURE FEATURING THE AMUL BUTTER GIRL, IMPLYING THAT 'FREEDOM OF CHOICE'
DIED IN '2013', IN OPPOSITION TO THE SUPREME COURT OF INDIA OVERRULING THE JUDGMENT OF DELHI HIGH
COURT AND CRIMINALISING HOMOSEXUALITY AGAIN.
ON 17 OCTOBER 2016, AMUL BUTTER GIRL CELEBRATED 50 YEARS WHEN SHE FIRST APPEARED IN THE TOPICAL
AD TITLED "THOROUGHBREAD". THE AD SHOWED A JOCKEY HOLDING A SLICE OF BREAD DURING THE HORSE
RACE SEASON IN 1966. THE IMPISH AMUL GIRL HAD APPEARED FOR THE FIRST TIME EVEN BEFORE THAT, WITH
EUSTACE FERNANDEZ SHOWED HER OFFERING BEDTIME PRAYERS WITH A WINK AND A LICK OF LIPS, SAYING
"GIVE US THIS DAY OUR DAILY BREAD: WITH AMUL BUTTER".THEIR AD ON AAGEY BADHTA HAI INDIA HAD AN
EXCELLENT RESPONSE FROM THE AUDIENCE. IT BASICALLY SPOKE ABOUT HOW THEIR MILK IS SEEN AS A
HOUSEHOLD PRODUCT WITH CATCHY TUNE ASSOCIATED TO IT. IT HAS CLOSE TO 2 MILLION VIEWS ON YOUTUBE. 
 ICE CREAM
AFTER SURVEY AND VISIT TO AMUL WE CAME TOO KNOW THAT THE USAGE OF MILK ONLY
FOR ICE CREAM HERE IS 50,000 LITER PER DAY. MILK IS HIGH IN FAT.
THE MAIN SELLING ICE CREAM OUR :-
• RABDI
• KULFI
• CHOCOLATE
• FAMILY PACKS
• CORINEDO
• EPIC BARS
• SUNDAES
• CONES
• FRUIT BARS ,ETC.
• THE MILK USED TO MAKE KULFI IS 15 % FAT
• THE MILK USED TO MAKE RABDI IS 13%

METHODE USED IN MAKING ICE CREAM

• MILK IS PERSURIZED
• THEN MILK IS SENDED TO FLAVOR MIXING TANKS (FMT)
• THE MIX IS KEPT IN 20 TO 24 DEGREE TO KEEP IT COOL
• NUTS OUR PRE TOASTED AND ADDED TO ICE CREAMS
• ICE CREAMS OUR STORED AT 14 DEGREE IN FRIDZERS
 AMUL EPIC

• IT IS SUPER PREMIUM ICE CREAM MADE WITH RICH BELGIAN CHOCOLATE

• ITS PACKING IS OF 80 ML STICK
• IT COMES IN CHOCO ALMOND, STRAWBERRY TWIST, CHOCO CAPPUCCINO
• BEST BEFORE 9 MONTHS
• KEEP IT UNDER -18 DEGREE C
 AMUL ICE CREAM
• UTTERLY DELICIOUS ICE CREAM MADE FROM FRESH MILK AVAILABLE IN A
WIDE RANGE OF FLAVOURS AND PACKS.
• CONE:- 120 ML, 100ML, 80ML, 50ML
• CUP:- 125ML, 100ML, 80ML, 90ML, 40ML
• PLASTIC CONTAINER:-1 LITER, 750ML, 500ML, 125ML, 100ML, 80ML, 60ML
• STICKS:- 70ML, 60ML, 40ML
• IT HAVE FAT:- 13% , PROTINE:- 4% ,
• ADDED SUGAR:- 15%
• ADDED STABILIZERS,EMULSIFIERS,COLORS,FLAVOURS
• KEEP IT UNDER -18 DEGREE C
 AMUL FLAAVYO
• ITS FROZEN YOGURT DESSERT
• IT COMES IN 125 ML, 500ML, 5LITER BULK PACK
• BEST BEFORE 6 MONTHS FROM PACKING
• KEEP UNDER –18 DEGREE C
• IT COMES IN MANGO, STRAWBERRY FLAVOUR
• NO ADDED FLAVOURS ITS BLEND OF REAL FRUITS PIECE AND VITAMINS
• HEALTHY DESSERT
 AMUL CRÈME RICH
• SUPER PREMIUM ICE CREAM WITH HIGHER FAT CONTENT AND LOWER
AERATION
• PACKING IS OF 125ML CUP AND 500ML TUB
• BEST BEFORE 9 MONTHS FOR ALMOND FUGE AND CARAMEL FLAVOURS.
• KEEP UNDER -180 DEGREE C
 A

CUSTOMER REVIEW
T H A N K I N G Y O U . .