AMUL THE TASTE OF INDIA

A Marketing Project on Amul Milk

Mitra Bhanu Chiring

Shivsharan Singh
Udipta Hazarika
Sankalp Singh
Arsalan Bin Ayub
ABOUT THE COMPANY
• Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat.

• Formed in 1956, it is a cooperative brand managed by a cooperative body, the Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million
milk producers in Gujarat.

• Amul spurred India's White Revolution, which made the country the world's largest producer of
milk and milk products.

• Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is

credited with the success of Amul's marketing.  Currently, Congress leader Ramsinh
Parmar is its chairman.

• Amul has ventured into markets overseas also.

BRAND AND PRODUCT CATEGORY
• Amul Bread Spreads Range
• Amul Beverage Range / Milk Drinks
• Amul Powder Milk Range
• Amul PRO
• Amul Fresh Milk Range
• Amul Cheese Range
• Amul Cooking Range
• Amul Dhai Range
• Amul Mithai / Desserts Range
• Amul Health Drink
• Amul Chocolates
• Amul Ice-creams
PRESENT STAGE ANALYSIS

 Amul milk is in its Growing Maturity Stage.

 India will need around 600 million metric tonnes

of milk per year in 2050-51 from the existing 176
million metric tonnes per year which demands a
growth rate of 3.2 %.
Amul Milk
 The sales turnover of Amul soared to Rs 33,150
crore in 2018-19 which is 13 % higher than the
previous year.

 It projects to achieve Rs 50,000 crore by FY21.

STP ANALYSIS

MARKET TARGETING POSITIONING

SEGMENTATION
• Healthy
• Undifferentiated Targeting
strategy
• Quality with Affordability
• Based on
Demographic • differentiated Targeting Strategy • Cater to the needs of middle to
upper middle class

• Sporty
• Strong product portfolio • Low cost pricing

• Amul Milk has 26 % market share • Affordable pricing to

cater the needs of
• Rising consumption of Amul Milk, average earning
Amul Paneer, and Amul Dahi people.

PRODUCT PRICE

MARKETING MIX
PLACE PROMOTION

• Massive Distribution Network to • Most unique and

make its presence everywhere longest running
(Breaking the Bulk) outdoor campaign
• Procurement Channel & Distribution • Most known outdoor
Channel
advertising character
– The Amul Girl
SOCIAL AND ETHICAL MARKETING

 Plans to repurchase and recycle its

plastic pouches

 It will be used for irrigation pipes and

tarpaulin sheets

 Generates employment opportunities

for about 13 million farm families

 Works on Social, Economic, and

Political Empowerment
FUTURE PLAN AND BRAND
EXTENSION

 To invest Rs 600-800 crore this fiscal year on Capacity Expansion

 New milk processing plants in Delhi-NCR

 Launch of probiotic and energy drinks

 Integration with local factories for producing state based local products
GENDER PREFERENCE
 86 % of male respondents prefer Amul more
than Mother Dairy. (37/43 prefer Amul)
 76 % of female respondents prefer Amul
more than Mother Dairy. (42/55 prefer Amul)
 Preference of Amul over Mother Dairy is
more in male respondents.
 2 female respondents prefer other brands.

Male Female

14% Amul 24%

Mother Dairy Amul
Mother
Dairy
86% 76%
PACKAGING PREFERENCE

 Packaged milk is preferred more than loose milk

by the respondents.

 One reason may be the lack of availability of loose

milk in urban areas.

 Pouch Milk is most widely used in packaged milk

category.
AMUL MILK (PRODUCT VARIETY)
 Amul Taaza is most preferred by the
respondents.
 Amul Taaza is preferred more by the
male respondents.
 Amul Slim & Trim is the least preferred
option. This is in par with the low sales
of this variety.

Amul Taaza

45%
55%

Male Female
CONSUMER SATISFACTION
 9 out of 100 respondents are not satisfied with
the milk they are consuming.

 Amul Taaza and Amul Gold have high

dissatisfaction level.

Consumer Dissatisfaction

Mother Dairy
[PERCENTAGE]
Amul Taaza
33%

Amul Cow
Milk
11%

Amul Gold
33%
CONSUMER PREFERENCE

 65 % of the respondents preferred Amul

milk due to its quality.
 Availability of Amul milk is also good
according to the respondents’ preference.

 Retail Shops are used the most for

purchasing Amul milk by 83 % of the
respondents.
CONSUMPTION Male

[PER
CEN
TAG
42%
E]
[PER
CEN
TAG
E]

0.5 ltr 1 ltr 1 ltr +

Female
 Consumption of milk upto 500 ml per day is the
most among the respondents irrespective of their
gender. 30%
42%
 Consumption upto 1 litre per day is more among
female respondents than among male respondents.
28%
 Consumption of above 1 litre per day is more
among female respondents than among male
respondents. 0.5 ltr 1 ltr 1 ltr +
EXPENDITURE Male

[PER
CENT
[PER
AGE]
CENT
[PER AGE]
CENT
AGE]

Below 500 500-1500

1500 and above

Female

 Expenditure on milk upto Rs 1500 per month is the most [PERCE

among the respondents irrespective of their gender. NTAGE]
[PERCE
 Expenditure between Rs 500-1500 per month is more NTAGE]
among male respondents than among female
respondents. [PERCE
NTAGE]
 Expenditure about Rs 1500 and above per month is more
among female respondents than among male
respondents.
Below 500 500-1500 1500 and above
PRICE
At Par 71 % of the respondents

High 19 % of the respondents

Low 10 % of the respondents

Price of Amul milk according to the

●

 A price hike of Rs 2 per liter was done in

respondents.
May.

 This was due to over 15 % increase in

prices of major cattle feed ingredients.

 Previous hike was done in March, 2017.

RESPONDENTS’ EXPECTATIONS

 A slash in its current prices

 More varieties

 Improved taste and flavour

 Better packaging for pouches

 Increased duration of expiry for pouches

RESPONDENTS’ SUGGESTIONS

 Should avoid usage of hormones

 Usage of glass bottles instead of plastic pouches

 Quality of toned milk should be increased to promote health among consumers

 Improvement in density for better cream formation while boiling the milk

 Should produce soya as well as almond milk as they are beneficial to health
THANK YOU!