Amul Parlour

Profile: Gujarat Cooperative Milk Marketing Federation (GCMMF) is an organization created and managed by 2.7 million farmers has been marketing dairy and food products like milk in pouch and tetra pack, butter, cheese, ghee, ice cream, beverages, pizza, milk powder etc. under the brand name Amul across the country through its strong network of branch offices and distributor network. GCMMF has ventured into organized retailing through Amul parlours in various formats. These parlours stores and sell entire range of Amul products from early morning till late in the night. We have already created a network of 3000 such parlours in prominent public places like municipal corporations, government places, educational institutions, universities/IITs/IIMs, railway stations, bus stations, airports, famous temples and tourist spots etc. Our Amul Preferred Outlet (APO) format is a specially designed franchisee formats that requires a space of 150 to 250 sq ft and an investment of Rs. 1.50 lakhs approx to start business which will fetch attractive margins. GCMMF invites young entrepreneurs to join hands with Amul in their venture of organized retailing. Essentials: A shop or an open place of 100 sq.ft to 300 sq.ft preferably on ground floor. Investments: Amul Preferred Outlets or APOs are least cost business model with an estimated investment of Rs.1.5 lacs towards interiors of shop, equipment and a refundable deposit of Rs.25,000/-

The case showcases the success of Amul ice cream and how the brand became the leader in the Indian ice cream market. When in a country, an industry is de-regularised and de-reserved for small scale enterprises (SMEs), debate follows on whether it is wise to lift the economic protections and compel SMEs to face competition from both large-scale domestic and multinational firms. But, Amul ice cream, a brand promoted by Milk Producers' Co-operative, accepted the challenge and by competing with the existing national and international brands, achieved the 'numero uno' position in the market. The case analyses Amul's marketing strategy to show that a well-planned and excellently implemented marketing mix tactics, can help a firm to achieve a strong position in a competitive market. The case gives a brief note on the evolution of the Indian ice cream industry, the market scenario and the major players involved. Finally, the case gives an in-depth comparative analysis of the marketing mix tactics of Amul vis-a-vis its immediate competitor, Kwality Walls.

Amulya Dairy Whitener

AMULYA DAIRY WHITENER is made from partially skimmed milk and sugar.

Composition: Milk Fat 20% Milk Protein 21% Carbohydrates : y Lactose 33% y Sugar 18% y Minerals 5%

y y y

y
Calorific Value: 470 kcal./100gm

Moisture 3%

Pack Size : 25, 50, 500gm & 1 kg Pouch 200gm, 500gm &1 kg Refill pack

10kg tin, 10kg Jar

Amulya Dairy Whitener 500GRs. 117.00

Special Features: Packed under an atmosphere of Nitrogen, has excellent natural miscibility (without the use of lecithin), has a fine granular texture. A convenient alternative to condensed milk. Marketed in India since last 6 years. Product Specification: Meets BIS specification for sweetened Milk Powder. No.IS:12299:1988

Everyday Dairy Whitener: For a Great Tasting Tea

Brand : Everyday Company: Nestle

Indian milk powder market is at a nascent stage . While the dairy market in India is a huge market, milk powders were not able to garner a major share in this market. While the loose milk market is estimated to be around Rs470 billion, the processed milk market is only Rs 10000 crores. Milk powder market is only 7% of the whole milk

market. 46% of the mil

k produced in India is consumed in the

liquid form while 47% are used for making products like ghee etc only 7% is used for making western products like butter milk powder etc. There are two types of milk powders a. Whole milk powder b. Skimmed milk powder. Everyday is a major player in the Dairy whitener category that is a part of the skimmed milk category. The dairy whiteners are used for tea making. Everyday was launched in 1986 now have a market share of around 22%. The category is facing the major obstacle of consumer perception towards this category. The consumers perceive that loose milk is fresh. And with abundant milk supply, milk powders were able to penetrate only 4.7% of the entire market. While Everyday faces stiff competition from Amul's Amulya and Britannia's Milkman, the major competition is from the ordinary milk. Now consumers use milk powder as a standby for packaged milk and also for making tea and coffee. Although, milk powders have the advantage of shelf life and convenience, that is not enough to fight the competition from packaged milk. The only strategy is to add value to the milk powder other than the expected attributes of convenience and shelflife. Although Amulya tried to differentiate focusing on the " free from insolubles" it is not enough to expand the category. Conventional marketing theory says either expand the market or increase the usage /usage situations . When you look at this product, the usage right now is limited, one cannot use this other

than m

aking tea, that is a major drawback for milk powders. Hence within

these limitations, Everyday has to add more value. The price is expensive compared to loose milk so without adding more value, the market will not expand. Everyday have launched a new " low calorie" variant of the whitener. Also an extension to the ghee category has been made. The milk powder market, it it had to grow may have to show that it is a better option compared to the liquid form. Adding more nutrients , variants and identifying multiple uses are the only option in this nascent market. Till then have a cup of tea.
spoiled milk powder purchased nestle everyday dairy milk whitener from more shoppe from sec-11 noida. on 23.10.08 either the product is not original as batch no is also not clear and quality is inedible. the shopkeeper has refused to take the complaint telephone no of shop 9711881018 sector-11 more for you noida my no 9891046980 prince agarwal

450gm-197 175gm 1kg