AMUL

TASTE OF INDIA
Introduction
◦ AMUL (ANAND MILK UNION LIMITED) formed in 1946, is a dairy co-operative movement in india
◦ It is managed by Gujarat co-operative milk marketing federation LTD...
◦ Amul had spurred white revolution of India.
◦ It is also the world’s biggest vegetarian cheese brand.
FACTS
◦ Memebers- 13 districts cooperative milk producer union
◦ No.of producer members- 2.79 million
◦ No.of village socities- 13,328
◦ Total milk handling capacity- 11.22 million liters per day
◦ Convert there daily collected milk into branded package products and delivery good to over 5lakhs
retail outlet across the india
 Reason to success
◦ BRAND
◦ Power of people
◦ Low cost price strategy
◦ Introducing higher value products
◦ The Distribution network
◦ Co-ordination
RAW MILK INTO PRODUCT
CONVERSION
◦ Condensed milk
◦ Ghee
◦ Butter cream
◦ Package milk
◦ Ice cream
◦ Beverages
◦ Dried skimmed milk powder
Customer based market segmentation
◦ KIDS----- Amul kool chocolate milk, Amul milk shake, Nutramul energy drink
◦ WOMEN----- Amul Calci+
◦ YOUTH----- Amul cheese spread
◦ CALORIES CONSCIOUS----- Amul lite, Amul lite slim and trim milk
◦ HEALTH CONSCIOUS----- Amul shakti health drink
Amul Chocolate Introduction

◦ Introduced chocolate brand in 1974

◦ In 2003 to boost sale in chocolate amul launched three new chocolates in under the brands
FUNDOO, BINDAS and ALMOND BAR
◦ As a result Amul introduced festival season pack “Rejoice” came with six chocolates
Mix Product For Everyone
◦ Product for Youth
◦ Amul launched chocolate milk under the brand name of AMUL KOOL tragetting the youth
◦ Product for Diabetics people
◦ India’s first pro-biotic wellness ice cream and sugar delights for diabetics
◦ Product for Health Conscious
◦ Amul launched “low fat low cholesterol bread spread”
◦ Product for price sensitive
◦ Low priced Amul ice cream and affordable sugar whitener
◦ Product for Urban Class
◦ Amul launched emmental gouda and pizza mozzarella cheese
Conclusion
◦ As Amul has large number of product variety they can focus on each criteria or each market
product differentiation among people wise. As of now there is no such company which made
product variety in such segment...