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    Case Study On Marketing Strategy of Amul - 53250032

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    PRAGYAN PANDA
    Amul is India's largest food brand and milk brand. It started in 1946 in Anand, Gujarat to eliminate exploitation of farmers by middlemen. Currently, Amul collects over 10 million litres of milk per day from 2.6 million producers. It is a cooperative brand led by Dr. Verghese Kurien and is the largest manufacturer of dairy products in India including butter, milk, cheese and ice cream. Amul has annual turnover of over $500 million and plans to expand globally and into related food segments. It faces competition from other dairy and snack brands in India.

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    Case Study On Marketing Strategy of Amul - 53250032

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    PRAGYAN PANDA
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    Amul is India's largest food brand and milk brand. It started in 1946 in Anand, Gujarat to eliminate exploitation of farmers by middlemen. Currently, Amul collects over 10 million litres of milk per day from 2.6 million producers. It is a cooperative brand led by Dr. Verghese Kurien and is the largest manufacturer of dairy products in India including butter, milk, cheese and ice cream. Amul has annual turnover of over $500 million and plans to expand globally and into related food segments. It faces competition from other dairy and snack brands in India.

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    Amul is India's largest food brand and milk brand. It started in 1946 in Anand, Gujarat to eliminate exploitation of farmers by middlemen. Currently, Amul collects over 10 million litres of milk per day from 2.6 million producers. It is a cooperative brand led by Dr. Verghese Kurien and is the largest manufacturer of dairy products in India including butter, milk, cheese and ice cream. Amul has annual turnover of over $500 million and plans to expand globally and into related food segments. It faces competition from other dairy and snack brands in India.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    955 views8 pages

    Case Study On Marketing Strategy of Amul - 53250032

    Uploaded by

    PRAGYAN PANDA
    Amul is India's largest food brand and milk brand. It started in 1946 in Anand, Gujarat to eliminate exploitation of farmers by middlemen. Currently, Amul collects over 10 million litres of milk per day from 2.6 million producers. It is a cooperative brand led by Dr. Verghese Kurien and is the largest manufacturer of dairy products in India including butter, milk, cheese and ice cream. Amul has annual turnover of over $500 million and plans to expand globally and into related food segments. It faces competition from other dairy and snack brands in India.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 8

    FEATURES

    • Amul has built a rock-solid brand image in the minds of


    Indian consumers — according to Brand Equity’s annual
    survey of India’s Most Trusted Brands

    • Amul, is the largest food brand in India and world's


    Largest Milk Brand

    • Amul has made India the largest producer of milk& milk


    products
    HISTORY
    • The brand name Amul, sourced from the SANSKRIT
    word “Amoolya” means priceless. It was suggested by a
    quality control expert in ANAND

    • DR VERGESE KURIEN, the chairman of the GCMMF,


    is recognised as the man behind the success of Amul

    • The story of Amul (Anand Milk Union Limited) started


    in 1946 with 247 litres of milk to do away with the
    exploitation of middlemen in milk collection and give the
    villagers maximum returns.
    Products of the company
    • Amul is the 12th Most Trusted brand amongst consumer
    product brands of Indian origin

    • The country's largest food company, Amul, is the market


    leader in butter, whole milk, cheese, ice cream, dairy
    whitener, condensed milk, saturated fats and long life milk

    • Amul has also made forays into related segments like


    pizzas, soups, sauces & even ice creams
    TURNOVER OF THE
    COMPANY
    • In 2005-2006, Amul has an average daily milk collection of
    63 lakhs litres with a handling capacity of 99 lakh litres.

    • The striking truth is that being a cooperative, it had Rs.


    3,774 crore turnover and planning actively to take it up to
    the 10,000 crore mark. This is what makes Amul a unique,
    Rs 2,200 crore enterprise.
    CURRENT STATUS
    • Currently Amul has 2.6 million producer
    members with milk collection average of 10.16
    million litres per day.

    • Besides India, Amul has entered overseas markets


    such as
    UAE,USA,BANGLADESH,AUSTRALIA,CHINA,
    SINGAPORE,HONGKONG.
    COMPETETORS
    • 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 India's first sports drink


    Stamina, which will be competing with Coca cola’s powderade and
    Pepsico

    • AMUL Plans to launch Trix, a wafer biscuit coated with rich milk
    chocolate, in December. Cadbury’s Perk and Munch from Nestle are
    other two major players in the wafer chocolate segment.
    THANKYOU

    • PROJECT DONE BY KAMNA KAPOOR.


    • ROLLNO 781045

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