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Presentation on amul
5/5/12 By-Group

Hussain edit Master subtitle style Click to Pronita Rashi - Sadhna

Introduction
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In the year 1946 the first milk union was established. The union was known as KAIRA DISTRICT COOPERATIVE MILK PRODUCERS UNION. This union selected the brand name AMUL in 1955. Amul (Anand Milk Union Limited) It is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). It is the world's biggest vegetarian cheese brand.

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Product
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A product is anything that can be offered to a market for attention , acquisition , use, or consumption that might satisfy a want or need. AMUL produces and sell the product i.e. milk; it has to plan its product very carefully so that the consumer gets only good quality products.
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List of Products Marketed

1. 2. 3. 4. 5. 6.

Bread spreads. Cheese. Desserts. Fresh Milk. Powder Milk. Ice creams.
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Product Strategies
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Copy-write the packaging design to preserve the distinguishing identity barring competitors from imitating the same.

Introduction of larger volume pouches in line with economy packs to provide large scale buyers price benefits. Different shaped pouches for its products for easy 5/5/12 identification, e.g Square shaped pouch for Amul

AMUL Product Mix

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Amul Product Portfolio Amul mainly produces dairy product which falls under nondurable goods category but also produces durable goods. Examples Durable Goods :-Milk Powders, Ready to Serve Soups Non Durable Goods:- Fresh Milk, Cheese Range & Ice 5/5/12 creams

AMUL Product Mix

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AMUL Product Mix

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P r o d u c t M ix

Bread Spreads Butter Low Fat Bread Cooking butter

Cheese

Desserts Cooking

Pizza Amul Pure Ghee Cheese Srikhand Emmenta Malai l Amarkhan Paneer d Gouda Gulabjam Mithai oon Mate

Table 1

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Product Mix-Width

AMUL Product Mix

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Health Milk Drink Drinks Nutramul KulMilk

Shake Amul Shakti Health Food Drink

Powder Milk
Infant Milk

Fresh Milk
Fresh Milk

P Table Amul Kool Cream Milk Gold Milk r 2 Kool Cafe Milk Powder Double o Toned Milk Kool Koko TC-Whitener d u Energy Drink Amulya Dairy Trim Milk c Whitener Bottled Milk Fresh Cream t Product M 5/5/12 Mix-Width Tetra Pack Toned Milk ix

Product-Width
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Product-Width The width of a product mix refers to the total number of items in the mix. Example: The total number of items are 8. ( bread spreads , cheese , desert, cooking, health drink, milk drinks, powder milk & fresh milk) The Total width of Amuls Product mix is 8 ( No of lines)
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Product-length
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Product-length The length of a product mix refers to the total number of items in the mix. The total Length of Amuls Product mix is 42 Hence the average product length is ( Total Length / Number of lines) = 42/8 is less than 6 (5.25)
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Product-Mix Depth
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Amul Butter 2 Test Types x 3 Sizes Depth of Amul Butter is 6

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Product line
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Amul is now aggressively adopting the down market stretch by introducing ( CHHOTA AMUL) Priced at Rs. 5 to take advantage i.e. to individual of low income group.

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Sales Details of AMUL

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Sales 1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01

Rs(Millio n) 11140 13790 15540 18840 22192 22185 22588

2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11

27457 28941 29225 37736 42778 52554 67113 80053 97742 5/5/12

Product life Cycle

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Sales 1998-99 1999-00 2000-01 2001-02 Rs (Million) 22192 22185 22588 23365

-7

Rs(Million)

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Submitted to-Prof. Kamal Gupta

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ank Th ou Y
PGDM
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