MARKETING MANAGEMENT-II

SECTION C, GROUP 7

PRODUCT CATEGORY:
DAIRY PRODUCTS
BRAND:
AMUL
SUBMITTED TO:
PROFESSOR SUBHRO SARKAR
TABLE OF CONTENTS

1. Introduction
2. Consumers of Dairy Products
3. Market Segment
4. Product Mix
5. Distribution Channel
6. Promotion Mix Analysis
7. Pricing Strategy Analysis

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source: AMUL website
 INTRODUCTION
● India has been the most elevated milk producer in the world. India is well as the ‘oyster' of the worldwide Dairy
industry with circumstances aplenty for a business person internationally.

● India had huge milk creation in 40 years and has become the world's biggest milk-delivering country with a
gross yield of 84.6 million tons in 2001.

● The Indian Dairy industry has achieved this strength of the producer-owned and professionally-managed
cooperative system, Amul being the ideal model since 1946.

● Amul offers a wide range of products such as Amul milk, bread spreads, cheese, paneer, Dahi, ice cream, Ghee,
Milk Powders, chocolates, fresh cream, mithai mate, Bakery products, Amul Puffles, Amul cattle feed, etc.

● The cooperative plans to launch 40-60 new products in the next two years estimating an annual turnover of Rs
50,000 crore by 2021.

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 LATEST TRENDS
● For quite a long time the dairy business was centered uniquely around cow and
buffalo milk-based items.

● Today, shoppers are progressively disposed towards better options, for example,
camel milk, goat milk, or jackass milk.

● There has been awareness among consumers that camel milk doesn't contain A1
casein and beta-lactoglobulin, which makes it fit for those experiencing milk
sensitivities and individuals who are lactose-intolerant.

● Thus stimulating growth for the niche dairy products, for example, seasoned camel
milk powder, camel milk-based skin care items or goat milk ghee will draw in more
buyers in 2020.

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 CONSUMERS OF DAIRY PRODUCTS
● In 2015, India’s milk production stood at 155.5 million tonnes,
with a CAGR of 4% in the last five years.

● Milk is non-perishable and is purchased daily by most of the

households.

● Other dairy products also constitute a significant part of the

daily consumption of Indians but are not bought daily.

● The distribution of milk consumption in Indian Households is

non-uniform.

● Dairy products serve as inputs in the production of several

commodities.

● Pharmaceutical products, Cosmetics, serves as raw material in

production of beverages, health supplements, restaurants food
preparation.

● India exports to the Middle East, US, Bangladesh, and Egypt.

 Segmentation Targeting Positioning
● Mass Population ● Middle-Class to ● Top of the Mind
● Kids, Youth, Women, Lower Middle Class positioning
Calorie Conscious and Segment ● Point of Difference
health conscious People Association
● Product Availability
● Topical Campaigns

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 DIVERSE PRODUCT MIX
● Amul, has a diverse product portfolio and offers a variety of dairy products.
● There are four dimensions to a company’s product mix width, length, depth and quality.

Product Mix

Product Line

Cheese Icecream

Product Cheese Spread Pizza Mozzarella Butterscotch Choco Crunch

length

100g/ Punchy Spread 200gm/

Product Slices Lits Tubs Tubs Tubs
200gms pepper 1Kg
Depth
● Amul caters to every segment of Indian population. It's one of the
strengths of Amul.

● 33 new products have been introduced by Milk Major, the largest

number of products launched in a quarter.

● During the lockdown, quick-fix meals, processed foods and ready-

to-eat items saw a massive spurt in demand.

● In the last few months, launches have included immunity drinks

such as 'Haldi Doodh' and 'Panchamrit' along with a host of
launches under the category of bakery, ice-cream and cheese.

● Amul launched Panchamrit as a prasad to be served at temples.

This was launched after Covid hit the country, making sure the
hygiene standards are maintained at all places
 PRICING STRATEGIES
● Available in every place in India and some Foreign
countries

● Different size are available for different products

● Focuses on providing a good quality at a reasonable price.

● Price is lesser than other brands like Britannia, Mother

Dairy, etc

● Pricing is done to achieve a competitive market.

● Price segment depends on product size like

● Amul butter range 20 gm 10 rs - 1 Kg 380 rs

● They are the product which are of daily range for everyone
Children, health-conscious people and the milk product are
very nutritional milk

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DISTRIBUTION CHANNEL STRATEGY: AMUL
AMUL Model: AMUL follows a unique three- tiered structure with the dairy
cooperative societies at the village level as a federation under district milk producers
union and a federation of state level member union

India’s largest food product marketing organisation with

★ 15,712 milk cooperative societies,
★ above 5000 distributors,
★ over 10 lakh retailers

There are six zones of Amul with 47 sales offices (depots) across the country:
★ Delhi Zone, ★ Chennai Zone,
★ Ahmedabad Zone, ★ Mumbai Zone and
★ Kolkata Zone, ★ Guwahati Zone

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Storage & Distribution
In Gujarat, there are 17
District Cooperative Milk
Producers unions. Each of
these member unions
produces different milk &
milk products and stored at
the mother depot located in
Anand, Gujarat. Based on the
orders received from the 47
Clearing and Forwarding
Agents (C&FAs), the goods
are supplied from mother
depot to their respective
depots across the country.

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DISTRIBUTION CHANNELS OF COMPETITORS

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 AMUL PROMOTION MIX AND IMC
STRATEGIES Events and
Advertising Sales promotion
experiences

Promotion mix

Online and
PR and Publicity CSR activities Social media
marketing

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 AMUL IMC STRATEGIES
Vertical Marketing System E-commerce marketing practices
➢ Amazon fresh, Donzo, easyday, Grofers,
Company Jiomart etc, these all are ecommerce
retailers of Amul products
➢ Amulonline - Amul is planning to launch
its own online platform with the help of its
Wholesaler tech partner infibeam’s inc.
Dealer
Franchisee
Retailer

Consumer

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THANK YOU!

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