Presented by,

Nagendra
Prakash P.Vyas
3rd sem
 Introduction

Amul (Anand Milk Union Limited),

formed in 1946, is a dairy
cooperative movement in India. It is
a brand name managed by an apex
cooperative organisation, Gujarat Co-
operative Milk Marketing Federation
Ltd. (GCMMF), which today is jointly
owned by some 2.6 million milk
producers in Gujarat, India.
 Product
 Bread Spreads
 Milk Drinks
 Powder Milk
 Fresh Milk
 Cheese
 For Cooking
 Chocolate
Amul Product’s
Diversification
 BENEFITS OF
DIVERSIFICATION
• High Growth
 Expansion of network
 Advantage of each underline
objectives
 Business Model

Every day Amul collects 7 million of milk from 2.6million

farmer (many illiterate), Convert there milk into branded,
package products and delivery good to over 500,000 retail
outlet across the India
Its supply chain one of the most complicated in India
 Raw Milk

Packaged Milk Dried

Condensed
Ice Cream Skimmed Milk
Ghee Butter Milk
Beverages Powder
What are the Segmentation
 Wide range of product categories
caters to consumer across all market
segment. for example, Amul kool as
target at children, while teenager
prefer kool café
 Low price range to High range
 Targeting
 Changing Retail environment
 Young and Children
 High profile location like—Amul are
today present on campuses of
Infosys parlor, Wipro, IIM-A, IIT-B,
Temples, Metro Rail and Railways
station
 Diabetes customer
 Promotion
 Uses of variety of media to
communicate
 Most famous in bill board
 The enduring polka dressed girl pun
at various issues increase brands fan
 Every festival some thing they
bringing
 The chief of India promo invites hotel
hote
chefs to come up with recipes using
many Amul products as possible,
and is conducted at city, state and
Intelligent Marketing
 One of the most conservative FMCG
estimative GCMMF spends a mere 1% of its
turnover on promotion
 GCMMF has written and re-written rules of

the game
 Amul Butter girl is one of the longest run ad

campaigns in country for 41years

 Compaigh using like Amul star voice of India
Ads
Some Tv Add
 Competition
 Brittania
 Nestle
 HLL
 Cadboury
 Mother Dairy
 Conclusion

Using very good Strategy for selling

the product .
For all segment of Product’s are
available
 Thank….U