Final Prsntn

8/6/2019 Final Prsntn

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Largest Food Brand And Business In India

Annual Turnover Of Rs 4300 Crore (2006-07)

Rs 10,000-crore mark over the next three years.

Four decades to become Rs 2,000-crore entity But, the turnover

doubled to over Rs 4,300 crore within nine years from 1999 to 2007

Annual Turnover

4300

10000

2000

0

2000

4000

6000

8000

10000

1946 1999 2007 2008 2009 2010

Time Frame

I N R

C r o


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Formed in 1946 , is a dairy cooperative movement in India .

Abrand name managed by Gujarat Co-operative Milk Marketing FederationLtd. (GCMMF)

Jointly owned by 2.6 million milk producers in Gujarat

Spurred the White Revolution of India, which has made India the largest

producer of milk and milk products in the world.

Overseas markets - Mauritius , UAE , USA , Bangladesh , Australia , China ,Singapore , Hong Kong and a few South African countries

Fresh plans of flooding the markets of Japan & Sri Lanka.

Dr Verghese Kurien , former chairman of the GCMMF -the man behind thesuccess of Amul.

On 10 Aug 2006 Parthi Bhatol was elected chairman of GCMMF

The white revolution has finally created a billion-dollar brand.


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Every day Amul collects 7million litres of milk from 2.6million farmers (manyilliterate), converts the milkinto branded, packagedproducts, and deliversgoods to over 500,000 retailoutlets across the country.Its supply chain one of themost complicated in theworld.

Business Model

Raw

Milk

Condensed

GheeButterCream

PackagedMilk

Ice creamBeverages

Dried

SkimmedMilk

Powder


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Wide range of product categories caters toconsumers across all market segments. For example, Amul Kool is targeted at children, while

teenagers prefer Kool Caf, as it has a coolimagery associated with it.

Segmentation is not as easy in curd and low fatproducts, due to mixed audiences, variousculinary applications , eg. ghee, butter andcheese.

In India, the most used spread is ghee, thenbutter, cheese, low fat butter, margarine, cheesespread and mozzarella cheese.

S egmentation


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Striking out on its own, with Amul Outlets or parlours to deliver consumers total brandexperience

Launched in 2002, there are now 400 Amulparlours across the country, which contributed3% to the brands total turnover last year.

High profile locations: Amul parlours are todaypresent on campuses of Infosys, Wipro, IIM-A,IIT-B, Temples, Metro rail and railway stations inGujarat.

T argetting


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USP Quality with affordability

New offerings for health conscious and vibrant India

Health and energy drinksStamina, a health drink made from milk with addedvitamin C against Red Bull and Gatorade, milk better than cola. Aimed at youngsters, priced at Rs 12

Ice-creamProbiotic and sugar-free variantsChocolatessugar-free brand called Choco-Mini to target the diabetic

P ositioning


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Uses a variety of media to communicateMost famous is billboard campaign

The endearing polka dressed girl and pun atvarious issues increased brands fan following.

Below-the-line activity has grown too such asthe Amul food festival, which has been held for

the last four year between October andDecember in about 50,000 retail outlets.The Chef Of India promo invites hotel chefs tocome up with recipes using as many Amulproducts as possible, and is conducted at city,state and national level.

P romotion


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One of the most conservative FMCG entities GCMMF spends a mere 1% of its turnover onpromotions.Amul butter girl is one of the longest run ad

campaigns in the country for 41 years.Intelligent marketing of milk, icecream and butter milk.

Intelligent Marketing


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Documents

Final Prsntn