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  • Amul Expands Distribution Footprint, Adds 306 Distributors in 2012-13

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    Abhishek Mishra
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    Amul expanded its distribution network in 2012-13 by adding 306 distributors, 65 super-stockists and 900 sub-stockists to reach new markets. Amul owns 123 brands and generates 40% of its revenue from liquid milk sales. In 2012, Amul's sales were Rs 11,670 crore, 55% more than Nestle India's Rs 7,541-crore sales. Amul dominates key markets, with 85% share of butter, 75% of cheese, 88% of butter, 63% of infant milk, and 45% of dairy whitener. Despite spending less than 1% of its budget on advertising, Amul has successfully created brand recognition through simple ad campaigns.

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    Amul expanded its distribution network in 2012-13 by adding 306 distributors, 65 super-stockists and 900 sub-stockists to reach new markets. Amul owns 123 brands and generates 40% of its revenue from liquid milk sales. In 2012, Amul's sales were Rs 11,670 crore, 55% more than Nestle India's Rs 7,541-crore sales. Amul dominates key markets, with 85% share of butter, 75% of cheese, 88% of butter, 63% of infant milk, and 45% of dairy whitener. Despite spending less than 1% of its budget on advertising, Amul has successfully created brand recognition through simple ad campaigns.

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    5 visualizações1 página

    Amul Expands Distribution Footprint, Adds 306 Distributors in 2012-13

    Enviado por

    Abhishek Mishra
    Amul expanded its distribution network in 2012-13 by adding 306 distributors, 65 super-stockists and 900 sub-stockists to reach new markets. Amul owns 123 brands and generates 40% of its revenue from liquid milk sales. In 2012, Amul's sales were Rs 11,670 crore, 55% more than Nestle India's Rs 7,541-crore sales. Amul dominates key markets, with 85% share of butter, 75% of cheese, 88% of butter, 63% of infant milk, and 45% of dairy whitener. Despite spending less than 1% of its budget on advertising, Amul has successfully created brand recognition through simple ad campaigns.

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    Distribution

    In 2012-13, Amul expanded its distribution footprint to reach new geographical markets. It
    added 306 distributors, 65 super-stockists and 900 sub-stockists.

    Brand Amul owned and managed by Gujarat Cooperative Milk Marketing Federation (GCCMF) has 123
    brands listed under its name. Liquid milk however contributes to 40% of the Amuls revenues.

    Amul brand of milk and dairy products, posted sales of Rs 11,670 crore for the year ended March 2012,
    almost 55% more than Nestle Indias Rs 7,541-crore sales.

    Amul owns 85 percent share in butter market and 75 percent in cheese share market. It may be
    mentioned here that Amul is the market leader in Rs 600 crore cheese market in India with 65-66%
    share. It also has 88% market share in butter, 63% share in infant milk and 45% market share in dairy
    whitener. Amul also enjoys a 26% share in the 25,000-crore packaged milk market.

    In order to maintain costs at lower levels, Amul India has never spent more than 1% of its budget
    on advertising. However it has still been successful in creating the same impact, it created 60
    years ago through its simple yet appealing ad campaigns.
    Talk about universally recognizable Brands grown in India, and one prominent contendor is the
    Amul mascot, a cute and chubby girl usually dressed in a polka dot. Over 45 years of existence,

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