Study on consumer behaviour towards

AMUL

Presented by : Astha jaiswal

(IMS ghaziabad)
Since 1946
1. Introduction
AMUL brand name is managed and regulated by
Gujarat cooperative milk marketing federation
Ltd.

AMUL name based on sanskrit work amulya

which shows pricelessness of brand.

➔ No. 1 dairy in Asia and no. 2 dairy i

n World

➔ Launches first ATM in India which

gives milk 24*7

➔ Dr. Verghese kurian man behind

AMUL
Reasons behind success of AMUL
● Maintaining strict hygiene

● Quality standard

● Effective supply chain

● Low cost strategy

● Product diversification

● Advertisements
Every day Amul co-operative union
collect more than 7 million litres of milk,
from 2.6 million producers and delivers
to more than 5 lakhs retail outlets
Amul – business model

It’s a five step model

which ensure
collecting raw milk
direct from
producers and after
pasturisation , milk is
ready to go.
Competitive analysis of
AMUL
Five Porter’s force

❏ Threat of new entrant is high or moderate ,

because of no entry barriers.

❏ Competitive rivalry is high due to other

competitors available in market.

❏ Bargaining power of buyers is high , because of

various competitors product availability.

❏ Bargaining power of suppliers are low because

their suppliers are rural milk producers.

❏ Threat of substitute products is high because so

many substitutes available in the market.
Story for illustration purposes only
 SWOT analysis

Strength
High brand recall

Customer are emotionally attached towards AMUL

Product availability in affordable prices

Market leader in milk and butter segment

Strong distribution channels (AMB, APO and AMUL cafe)

Oldest advertising campaign

Weakness

Low market share in chocolate

segment

New emerging competition hampering

to retain customers

Low availability in rural areas

Cost of operation is comparatively high

Profit margins are low

As it deals in dairy product so shelf life

is major cause of facing losses
Opportunities
By tapping untapped market increase market
share
Rise in economic growth can lead increase in
purchase.
Customer ready to spend more on healthy
lifestyle
By selling through their own app based platform
to beat competition like country delight.
Targeting new segment for more health conscious
people
Threat
Emerging competition
Local vendors
Increase in milk-adulteration can
hamper brand image
Young generation are moving more
towards low fat low calorie products
 AMB (AMUL milk
booth)
Amul milk booth is exclusive retail brand outlet , on
which every product of AMUL is distributed
I have visited almost every booth allover Delhi
Majorly i work on Dwarka sector 7 and sector 4

Dwarka sector 7
Promotional schemes

Currently this 28 days milk offer is running

3 rs per liter off offer

3 rs per unit off on lassi (250ml)

2 rs per unit off on buttermilk (200ml) Tip

Kool cafe can 3 rs off on per unit
Offer on paneer dahin premium dahi
(These all are running earlier)
When a number is too large
or too small to easily
comprehend, clarify it with
a comparison to something
familiar.
Survey
Results of survey conducted

● It clearly shows that almost more than 90% people are

already using any of AMUL product

● AMUL major and biggest competition is mother dairy

Observation
Average daily sale is about 30k to 35k
Fastest moving products are milk , lassi , chaach
and kadhai dudh
Slowest moving products are pizza base, burger bun
, amulya and gulab jamun
More product availability needs to be there for A2
buffalo milk and fresh cream
What people are saying
People want A2 cow Home delivery is 28 days continous
milk as well which was
more demanded , milk scheme increase
there in Gujarat , want
more health conscious after covid people sale and till now
stuff like , whole wheat prefer to shop more more than 30 cards
cookies , sugarfree through online are already made
cookies medium

Quotes for illustration purposes only

THANK YOU