Description
Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products.
Marketing Case Study – Amul
1/2
Contents
• • • • • • Introduction Marketing Mix BCG Matrix What makes AMUL popular SWOT - Amul STP – Segmentation, Targeting, Promotion
Contd…
2/2
Contents
• • • • • • Competitors Product Mix – Competitors Defense Strategy Product Strategy Q&A Conclusion
1/2
Introduction
• Formed in 1946, is a dairy co-operative movement in India. • A brand managed by GCMMF • Jointly owned by 2.9 million milk producers. • Made India the largest milk producer in world • Dr Varghese Kurian – Man behind success of AMUL • Brought White revolution in India.
2/2
Introduction
• 15 % market share in milk category(1500 Crore) • 37 % in Ice-Cream Sector(900 Crore) • Overseas Market - Mauritius, UAE, US, Singapore, Bangladesh, Australia, and few south African countries. • Fresh Plans of entering the markets of Sri Lanka and Japan
Marketing Mix
BCG Matrix
What Makes Amul Popular
• It has the advantage of working with a familiar team that they are no doubt comfortable with. • Despite changes in packaging through the years, Amul has retained its originality. • Advertising agency – Sylvester Da Cunha, who created the Amul girl, still works on the account and Da Cunha Associates remains the fullservice agency for the brand.
SWOT - Amul
STP - Segmentation
Wide range of product categories cater to consumers across all market segments.
STP - Targeting
• Changing Retail Environment • Striking out on its own, with Amul parlors and outlets to deliver the customer a total brand experience. • Launched in 2002, there are now 4700 Amul parlors across the country.
1/2
STP - Promotion
2/2
STP - Promotion
?Uses A variety of media to communicate
?Most famous Billboard Campaign
?The endearing polka dotted girl and pun at
various issues increased brands fan following
Competitors
? Brittania ? HLL ? Mother Dairy ? Nestle ? Cadbury
Product Mix – Competitors
Defense Strategy
1/2
Product Strategy
? Product Positioning Strategy
? Low price Amul ice-cream made Kwality Walls Life Hell ? Chocolate Milk Was launched – “Amul Kool Koko”
? Product Re-Positioning Strategy
? Jaldhara – Narmada Neer
? Product Overlap Strategy
? Amul Processed Cheese Vs Cheese Spread ? Nutramul Energy Drink Vs Amul Kool.
2/2
Product Strategy
? Product Design Strategy
? Use of Utterly – Butterly since 1967
? Product Elimination
? Eliminated Jaldhara – Bottled Water
? Diversification Strategy
? Dairy Products ? Fresh Milk, Bread Spread, Cheese Products
? Non Dairy Products
? Snacks, Instant Food
Q&A Case
Conclusion
doc_619623599.ppt
Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products.
Marketing Case Study – Amul
1/2
Contents
• • • • • • Introduction Marketing Mix BCG Matrix What makes AMUL popular SWOT - Amul STP – Segmentation, Targeting, Promotion
Contd…
2/2
Contents
• • • • • • Competitors Product Mix – Competitors Defense Strategy Product Strategy Q&A Conclusion
1/2
Introduction
• Formed in 1946, is a dairy co-operative movement in India. • A brand managed by GCMMF • Jointly owned by 2.9 million milk producers. • Made India the largest milk producer in world • Dr Varghese Kurian – Man behind success of AMUL • Brought White revolution in India.
2/2
Introduction
• 15 % market share in milk category(1500 Crore) • 37 % in Ice-Cream Sector(900 Crore) • Overseas Market - Mauritius, UAE, US, Singapore, Bangladesh, Australia, and few south African countries. • Fresh Plans of entering the markets of Sri Lanka and Japan
Marketing Mix
BCG Matrix
What Makes Amul Popular
• It has the advantage of working with a familiar team that they are no doubt comfortable with. • Despite changes in packaging through the years, Amul has retained its originality. • Advertising agency – Sylvester Da Cunha, who created the Amul girl, still works on the account and Da Cunha Associates remains the fullservice agency for the brand.
SWOT - Amul
STP - Segmentation
Wide range of product categories cater to consumers across all market segments.
STP - Targeting
• Changing Retail Environment • Striking out on its own, with Amul parlors and outlets to deliver the customer a total brand experience. • Launched in 2002, there are now 4700 Amul parlors across the country.
1/2
STP - Promotion
2/2
STP - Promotion
?Uses A variety of media to communicate
?Most famous Billboard Campaign
?The endearing polka dotted girl and pun at
various issues increased brands fan following
Competitors
? Brittania ? HLL ? Mother Dairy ? Nestle ? Cadbury
Product Mix – Competitors
Defense Strategy
1/2
Product Strategy
? Product Positioning Strategy
? Low price Amul ice-cream made Kwality Walls Life Hell ? Chocolate Milk Was launched – “Amul Kool Koko”
? Product Re-Positioning Strategy
? Jaldhara – Narmada Neer
? Product Overlap Strategy
? Amul Processed Cheese Vs Cheese Spread ? Nutramul Energy Drink Vs Amul Kool.
2/2
Product Strategy
? Product Design Strategy
? Use of Utterly – Butterly since 1967
? Product Elimination
? Eliminated Jaldhara – Bottled Water
? Diversification Strategy
? Dairy Products ? Fresh Milk, Bread Spread, Cheese Products
? Non Dairy Products
? Snacks, Instant Food
Q&A Case
Conclusion
doc_619623599.ppt