Sanket Aditi Jharna Jeet mitangi Vidhi

Anand Milk Union Limited, AMUL is also derived from the Sanskrit word "Amulya Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Dr Verghese Kurien , former chairman of the GCMMF

Largest exporter of dairy products in the country

Annual turnover of US$ 2.2 billion (2010-11)

It has nearly 50

sales offices spread all over the country, more than 5,000 wholesale dealers and more than 7,00 ,000 retailers.

Rock-solid brand image Worlds Largest Milk Brand The largest producer of milk & milk products.

To lead our Indian farmers to prosperity by ensuring that the maximum share of the consumers rupee goes back to the milk producer.

Amul wants to be an outstanding marketing organization with specialization in marketing of food and diary products.

GCMMF wants to create neighbouring countries.

market

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Increase the turnover of all its member diary coto Rs 30000 crore by year 2020.

operative

Amul aims to increase its milk processing capacity from 14.5 million litres a day to 20 million litres a day by the year 2020. Amul wants to double its milk procurement capacity by installing Bulk Milk Chillers and Automatic Milk Collection systems in all their village co-operatives.

The apex body of diary co-operatives plan to take the total tally of Amul Parlours to 10000.

Amul want to create rising demand for their new products.

Liquid milk packaging capacity of 50 lakh kgs per day will be established in major metro markets.

Amul wants to strength their presence in the large market for liquid milk in metro cities.

STRATEGY
Low price strategy Maintain quality Strong supply and distribution channel Build good relationship

Follow new technology

UTTERLY BUTTERLY AMUL

AMUL GIRL.

THE BUTTER GIRL AND CHEESE BOY

UTTERLY BUTTERLT DELICIOUS AMUL.

BRANDING STRATEGY
Umbrella brand strategy : common brand AMUL : save huge budgets for positioning and promoting product.

Advertising strategy
Campaign and contest program

According to porter (1980) a firm must be analyzed in relation to its industry. Factors outside the industry tend to influence all the industrys firms.

Threats of new entrants Bargaining power of suppliers

Bargaining power of buyers

Rivalry among competitors Threats from substitutes

1.

Nestle Cadbury micro analysis of Amul dairy and Gujarat co-operative milk Marketing federation is managed under the brand name Amul, which has a very good reputation at domestic and international level. Threat analysis includes BRAND PREFERENCES AND CONSUMER LOYALTY

The objective of Amul diary is not profiting. As it is a part of co-operative society it runs for farmers those are suppliers of milk and milk products Acc to the concept of co-operative society supplier has bargaining power to have a good return on his supply.

It includes 1. COST SWITCHING TO COMPETITOR BRANDS The switching of brands is seen in Amul products but it can be seen comparatively less in liquid products. 1. LARGE NO OF BUYERS

It includes 1. DEMNAD FOR THE PRODUCTS 2. NATURE OF COMPETITORS

1.

2.

It includes AVAILABILITY OF ATTRACTIVE PRICED SUBSTITUTES. SATISFACTION LEVEL OF SUBSTITUTE.

With the move by Mehsana Milk Producers Union to set up its own marketing and distribution network, Amul will face competition in its own backyard. In January 2006, Amul plans to launch Indias first sports drink Stamina, which will be competing with Coca colas powderade and PepsiCo AMUL Plans to launch Trix, a wafer biscuit coated with rich milk chocolate, in December. Cadburys Perk and Munch from Nestle are other two major players in the wafer chocolate segment.

BUTTER Britannia Nestle CHEESE Britannia BABY FOOD Nestle Heinz

DAIRY WHITENER SEGMENT Britannia Nestle ICE CREAMS HLL CHOCOLTAES Nestle Cadbury CURD Nestle Mother Dairy

ULTRA HIGH TREATED MILK Nestle Britannia FLAVORED MILK Britannia Nestle SWEET CONDENSED MILK Nestle COTTAGE CHEESE(PANEER) Britannia

Products/Brands

Competitors

1. The company is having Indian origin thus creating feeling of oneness in the mind of the customers. 2. It manufactures only milk and milk products, which is purely vegetarian thus providing quality confidence in the minds of the customers. 3. It is aiming at rural segment, which covers a large area of loyal customers, which other companies had failed to do. 4. People are quite confident for the quality products provided by Amul. 5. Amul has its base in India with its butter and so can easily promote chocolates without fearing of loses.

1. There are various big players in the chocolate market, which acts as major competitors restricting their growth. 2. Lack of capital invested as compared to other companies. 3. Improper distribution channel in India.

1. There is a lot of potential for growth and development as huge population stay in rural market where other companies are not targeting. 2. The chocolate market is at growth stage with very less competition so by introducing new brand and intensive advertising there can be a very good scope in future.

1. The major threat is from other companies who hold the majority share of consumers in Indian market i.e. Cadburys and Nestle. 2. There exists no brand loyalty in the chocolate market and consumers frequently shift their brands. 3. New companies entering in Indian market like Fantasie fine poses lot problems for Amul.