Description
This is a presentation on marketing of Amul as a brand
Introduction
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Dairy cooperative movement formed in 1946 Managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Based in Anand, Gujarat Spurred the White Revolution of India World's biggest vegetarian cheese brand Ranked numero uno dairy product in Asia – Pacific Among the top 5 FMCG companies in India
1/21/13
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Company Facts
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2008-09): Milk collection (Daily Average 2008-09): Milk Drying Capacity: Cattle feed manufacturing Capacity: 13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million liters per day 3.05 billion liters 8.4 million liters 626 Mts. per day 3500 Mts. per day
1/21/13
*As on Sept. 2009
Business Model
Condensed – Ghee,Butter,Cream Raw Milk Packaged – Ice cream,Beverages
P a st e ur iz at io n
1/21/13
Dried – Skimmed Milk Powder
Brand Portfolio
Bread Spreads Milk Drinks
Powder Milk Fresh Milk
1/21/13
Brand Portfolio (Contd.)
Cheese For Cooking Desserts Health Drinks
1/21/13
Market Share
Category Butter Cheese Ice – Cream Sweets Market Share 86% 50% 38% ( HUL 14%) 50% Position 1st 1st 1st 1st 1st
Packaged Dairy70% Drinks (Mainly Chocolate Drinks) Chocolate 1%( 70%)
Cadbury3rd
1/21/13
STP
1/21/13
Marketing Mix – 4 P’s
1/21/13
1/21/13
1/21/13
Who’s that Girl!!!
Click to edit Master subtitle style
1/21/13
1/21/13
Moppet – What’s it?
•
Amul Mascot -Introduced in 1966 An instant hit -regularly featuring on hoardings One of the longest running 1/21/13
•
•
Advertisements
1/21/13
Advertisements (Contd.)
1/21/13
Brand Value Identity
Physique •Taste •Quality Personality •Simple •Indian
Relationship •Sociable
Culture •Co-operative •Sharing
Reflection •Value 1/21/13 Oriented
Self – Image •Proud Indian •Fun Loving
Competition
Product Butter (86%) Cheese Competitors Analysis Britannia Nestle Britannia A dominant player – butter is the cash cow for Amul. Cheese slices were brought in first by Britannia. Amul followed with a lower priced version. Amul has virtual monopoly in Mozerella Cheese. A recent entrant, Amul is trying to capture the market from Nestle. Amulya and Sagar are targeted at customers who are higher up the value chain.
Baby Food
Nestle Heinz Nestle Britannia
Dairy Whitener Segment 1/21/13
Competition (Contd.)
Product Polythene packed fresh Milk (15% – 20%) Ice creams (38%) Competitors Analysis Local players, Local players hold sway in this Paras, category with Amul having major Mahanand shares only in West. Mother Dairy has 65% share in Delhi. HUL (14%) Mother Dairy (12%) As recently as 2007, HUL’s Kwality Walls was the market leader in this category with 38% share.
Chocolates & Cadbury (70%) Cadbury and Nestle’s focused Confectionarie Nestle (28%) approach has forced Amul to a s (1%) tiny share in this market. Flavored Milk Nestle (70%) Mother Dairy Amrit Food 1/21/13 Dominated by Amul Kool, this 750 crore market is being targeted by Britannia.
BCG Matrix
High
Cheese Busine ss growt h Rate Ice-cream Butter Health Drinks
Low
Chocolate drink High
Chocolate Low
1/21/13
Relative Market Share
Future Plans
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Reposition the brand to entice the youngsters
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Make milk sensuous Change slogan to “Utterly Healthy”
–
•
Enter the bakery business – breads and cookies Add 6000 Amul parlors during 2009-10 Set up “satellite dairies” in Delhi, Mumbai, Kolkata – expanding capacity by 5 million KG per day Introduce 1/21/13 new pro-biotic products
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Recommendations
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Try to capture the polythene packed milk market – nationally Use TV, Radio and other mass media to communicate specific Amul brands to customers
–
•
Sponsoring sports events - at national level, like IPL Experiment with in-movie advertising
–
•
Set up Amul factories and dairy units in other states than Gujarat too
1/21/13
References
• •
http://business.rediff.com/slide-show/2009/jun/29/slide-sh
http://archives.digitaltoday.in/indiatoday/20010917/busin www.amul.com
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http://www.business-standard.com/india/news/sixtygettin
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http://www.business-standard.com/india/news/amul-figure
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http://www.business-standard.com/india/news/amul-to-ad
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http://economictimes.indiatimes.com/News/News-By-Indu articleshow/4700667.cms
•
http://economictimes.indiatimes.com/News/News-By-Indu
1/21/13
doc_209857832.pptx
This is a presentation on marketing of Amul as a brand
Introduction
•
Dairy cooperative movement formed in 1946 Managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Based in Anand, Gujarat Spurred the White Revolution of India World's biggest vegetarian cheese brand Ranked numero uno dairy product in Asia – Pacific Among the top 5 FMCG companies in India
1/21/13
•
•
•
•
•
•
Company Facts
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2008-09): Milk collection (Daily Average 2008-09): Milk Drying Capacity: Cattle feed manufacturing Capacity: 13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million liters per day 3.05 billion liters 8.4 million liters 626 Mts. per day 3500 Mts. per day
1/21/13
*As on Sept. 2009
Business Model
Condensed – Ghee,Butter,Cream Raw Milk Packaged – Ice cream,Beverages
P a st e ur iz at io n
1/21/13
Dried – Skimmed Milk Powder
Brand Portfolio
Bread Spreads Milk Drinks
Powder Milk Fresh Milk
1/21/13
Brand Portfolio (Contd.)
Cheese For Cooking Desserts Health Drinks
1/21/13
Market Share
Category Butter Cheese Ice – Cream Sweets Market Share 86% 50% 38% ( HUL 14%) 50% Position 1st 1st 1st 1st 1st
Packaged Dairy70% Drinks (Mainly Chocolate Drinks) Chocolate 1%( 70%)
Cadbury3rd
1/21/13
STP
1/21/13
Marketing Mix – 4 P’s
1/21/13
1/21/13
1/21/13
Who’s that Girl!!!
Click to edit Master subtitle style
1/21/13
1/21/13
Moppet – What’s it?
•
Amul Mascot -Introduced in 1966 An instant hit -regularly featuring on hoardings One of the longest running 1/21/13
•
•
Advertisements
1/21/13
Advertisements (Contd.)
1/21/13
Brand Value Identity
Physique •Taste •Quality Personality •Simple •Indian
Relationship •Sociable
Culture •Co-operative •Sharing
Reflection •Value 1/21/13 Oriented
Self – Image •Proud Indian •Fun Loving
Competition
Product Butter (86%) Cheese Competitors Analysis Britannia Nestle Britannia A dominant player – butter is the cash cow for Amul. Cheese slices were brought in first by Britannia. Amul followed with a lower priced version. Amul has virtual monopoly in Mozerella Cheese. A recent entrant, Amul is trying to capture the market from Nestle. Amulya and Sagar are targeted at customers who are higher up the value chain.
Baby Food
Nestle Heinz Nestle Britannia
Dairy Whitener Segment 1/21/13
Competition (Contd.)
Product Polythene packed fresh Milk (15% – 20%) Ice creams (38%) Competitors Analysis Local players, Local players hold sway in this Paras, category with Amul having major Mahanand shares only in West. Mother Dairy has 65% share in Delhi. HUL (14%) Mother Dairy (12%) As recently as 2007, HUL’s Kwality Walls was the market leader in this category with 38% share.
Chocolates & Cadbury (70%) Cadbury and Nestle’s focused Confectionarie Nestle (28%) approach has forced Amul to a s (1%) tiny share in this market. Flavored Milk Nestle (70%) Mother Dairy Amrit Food 1/21/13 Dominated by Amul Kool, this 750 crore market is being targeted by Britannia.
BCG Matrix
High
Cheese Busine ss growt h Rate Ice-cream Butter Health Drinks
Low
Chocolate drink High
Chocolate Low
1/21/13
Relative Market Share
Future Plans
•
Reposition the brand to entice the youngsters
–
Make milk sensuous Change slogan to “Utterly Healthy”
–
•
Enter the bakery business – breads and cookies Add 6000 Amul parlors during 2009-10 Set up “satellite dairies” in Delhi, Mumbai, Kolkata – expanding capacity by 5 million KG per day Introduce 1/21/13 new pro-biotic products
•
•
•
Recommendations
•
Try to capture the polythene packed milk market – nationally Use TV, Radio and other mass media to communicate specific Amul brands to customers
–
•
Sponsoring sports events - at national level, like IPL Experiment with in-movie advertising
–
•
Set up Amul factories and dairy units in other states than Gujarat too
1/21/13
References
• •
http://business.rediff.com/slide-show/2009/jun/29/slide-sh
http://archives.digitaltoday.in/indiatoday/20010917/busin www.amul.com
•
•
http://www.business-standard.com/india/news/sixtygettin
•
http://www.business-standard.com/india/news/amul-figure
•
http://www.business-standard.com/india/news/amul-to-ad
•
http://economictimes.indiatimes.com/News/News-By-Indu articleshow/4700667.cms
•
http://economictimes.indiatimes.com/News/News-By-Indu
1/21/13
doc_209857832.pptx