A Project on

AMUL DAIRY : CAMEL MILK LAUNCH IN INDIA

 Amul Dairy

 In March 2015, AMUL was the market leader.

 Middle Eastern, Asian and North African cultures had used camel milk as
natural remedy for diabetes for centuries.

 This led Amul to plan the launch of camel milk in India by the end of 2015.
 Amul Dairy

 The FAO listed camel milk as having three time as

much vitamin C as cow’s milk.
 It had high content of unsaturated fatty acids and B
vitamins.
 India had not yet regulated the consumption of
camel milk.
 Camel Milk

 Camel milk was consumed primarily by herdsmen and their families,

especially during migration.

 Had a very short shelf life of 4 to 5 hours.

 The herds were mainly Mewari camel.

 The Indian Milk Industry

 Indian had been the largest dairy production in the world since 1998.

 The milk industry was dominated by 70 million households producing milk

 Liquid milk had the largest market share of 73% of total sales value.
 MARKETING MIX AT GCMMFL

 GCMMFL (Amul) regularly introduced new products to the market over the
years.

 For example milk, bread spreads, cheese, ice cream, paneer, ultra-high
temperature(UHT) milk, ghee, milk powders, chocolates etc.
 GCMMF: Price

 GCMMF entered the market with the goal of providing dairy products to
consumers at affordable price.

 In the milk category, Amul operated on a cost-to-cost basis and priced its
products aggressively.
 GCMMF: Place

 The Amul built an extensive distribution network with 56 scales offices,

10000 dealers and 1 million retailers across the country.

 Various online retailers also sold Amul’s products.

 GCMMF: Promotion

 Amul was identified by its mascot, the polka-dotted Amul Girl.

 Amul also engaged its customers with television commercials.

 Some of the instances are as follows:

Major Competitors
 Consumer Evolution

 The Indian milk industry grew by 15% in 2014.

 Flavored milk saw the fastest growth in the milk category with a value of 26%
in 2014.

 Soy milk evolved as the most popular option.

Market Share of Milk Product in 2013
Total Sales (2006/07 to 2014/15)

Year Million
2005/06 37,736
2006/07 42,778
2007/08 52,554
2008/09 67,113
2009/10 80,053
2010/11 97,742
2011/12 1,16,680
2012/13 1,37,350
2013/14 1,81,434
2014/15 2,07,330
 Conclusion

 No company in India had yet tapped into the

camel milk market and this could gave Amul
a head start.
Amul Dairy Project

Submitted by :

Group 9
Thank You