AMUL

• Amul is a cooperative brand managed by a cooperative body, the Gujarat Co-operative

Milk Marketing Federation Ltd (GCMMF). Today, it is jointly owned by 36 lakh milk
producers in Gujarat, and the apex body of 13 District Milk Unions spread across 13,000
villages of Gujarat.
• The word 'Amul' is derived from the Sanskrit word ‘Amulya’ which means priceless or
precious.
• Amul started India's White Revolution that made India the world’s biggest maker of
milk and milk products.
• The Word AMUL stands for Anand Milk Union Limited.
AMUL DOODLES
MOTHER DAIRY

• Mother Dairy was established under the Program of Operation Flood in 1974. Mother Dairy has
now become a subsidiary company of the National Dairy Development Board.
• The main objectives of Mother Dairy are to promote suitable measures to give power to farmers
and milk producers through methods that are equitable and also to make sure that farmers and milk
producers receive fair market prices for their products.
• The wide range of products of Mother Dairy includes ghee, ice creams,
lassi, butter, dairy whitener, frozen vegetables, cheese
and dahi.
VITA
• Haryana Dairy Development Cooperative Federation Ltd has been formed in 1970 as a state
government cooperative for facilitating procurement, processing, and marketing  of milk and dairy
products under brand name "Vita" in state of Haryana.
• It is under the ownership of Ministry of Cooperation , Government of Haryana.
• It procures milk from its producers particularly belonging to economically weaker sections in state of
Haryana and subsequently processes into milk and various milk products for marketing through
affiliated milk unions.
PRICING OF AMUL

• The strategy of amul include combination of competitive and low pricing.

• Amul vision is to provide the best quality of dairy product at affordable price.
• The factor that influence the pricing are price of raw material, labour cost, farmer profit,
transporation .
• Amul pursuing low cost strategy for commonly used product like ghee,milk,butter and so
on.
• Product like amulsprey and polite is for competitive pricing that similer to the competitor
product.
PRICING OF MOTHER DAIRY

• Farmers and cooperative are the suppliers

• It change their price because of inflation and certain amount of fluctuations
• It maintain different pricing strategy it varies according to geographical region
• Prices also vary with their packages and variant of milk.
PRICING OF VITA

• New product pricing

a) Penetration pricing (Low price to gain market share and then increase price, like Tata Telecom)
b) Price skimming (High initial price, in future price will come down to parity, like films on
release)
• Psychological pricing

a) Odd Pricing (Bata keeping price at Rs. 995.99 for women’s saddles)
b) Multiple – Unit Pricing (in Big Bazaar socks with three pairs are per unit cheaper than buying
one pair)
PLACE OF AMUL

• Place of Amul Amul establishes its image by outpacing the quality of other brands and are readily available to
entire demographics in urban or rural areas. They target children, adults and businesses under the umbrella of
their product.
• In Amul, distribution takes place through two main methods:
• - Procurement channel – Farmers provide milk to cooperatives, which is gathered in bulk and transported to
the processing plant. That milk is made to produce the final goods at the production plant.
• Distribution channel – In charge of getting the finished product to the end-users. ​Carrying and forwarding
agencies, distributors, dealers, and retailers are all part of the distribution chain.
• There indeed is a lot of transportation that lead to the final product distribution, however, Amul doesn’t fail to
deliver their products to every corner of India.
PLACE OF MOTHERDAIRY

• Placement & Distribution Strategy:

• Mother dairy has its supplies in every part of the country. Having a proper distribution channel and making its products easily
available for its customers is a crucial part of the milk industry.
• To cater to this large market it has over 1,400 retail outlets and more than 1,000 exclusive stores in different places.
• Since it deals with perishable products and has a short shelf life, it deals with only the amount of quantity required as per the
region. Its suppliers are farmers and cooperatives which eliminates the middlemen and helps in saving costs.
• After it is brought from the farmers in tankers or being collected at the collection centers, it is then processed in the plants, and
then it is delivered to its Local Area Distributors who then send it to its exclusive Mother Dairy booth, convenience stores,
supermarkets, and other smaller retailers. Since consumers can find Mother Dairy booths very close to their homes, it has built
customer loyalty and preference.
• Lastly, let us see the Promotion mix of Mother Dairy.