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Introduction
Formed in 1946, is a dairy cooperative movement in India
A brand name managed by Gujarat co-operative milk marketing federation (GCMMF )
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization.
Overseas market
Mauritius, UAE, USA, Bangladesh, Australia, china, Singapore, Hong Kong and south Africa.
Has a 15% market share in the Rs.15000 crore milk category, and a 37% share in the Rs900 crore organized ice-cream segment.
The marketing mix
Product – dairy products , cooking products
Price – low pricing strategy
Place – rural and urban market,
international market
Promotion – advertisements
Segmentation
Wide range of product categories caters to consumers across all market segments.
For example. Amul kool is targeted at children, while teenagers prefer kool café, as it has a cool imagery associated with it.
Targeting
Changing retail environment
Striking out its own, with amul outlets or parlours to deliver consumers total brand experience
Launched in 2002, there are now over 4700 amul parlours across the country, which contributed 3% to the brands total turnover 1 year 2009.
Promotion
Given this wide product portfolio, amuls approach is to promote its brands in a rotational cycle of two to three years.
The focus shifted to cheese in 2001, amul masti chaas in 2004-2005, nutramul and kool café in 2006 and now they focus is on amul koko – cold chocolate drink.
Uses a variety of media to communicate
Most famous is billboard campaign
amul food festival, which has been held for the last four year between October and December in about 50,000 retail outlets.
amul maharani contest
Amul sponsored the singing competition AMUL star voice of India
Product strategy
product positioning strategy – low price amul ice-creams chocolate milk was launched ‘ amul kool koko’
product overlap strategy – amul processed cheese vs. cheese spread
diversification strategy – dairy products e.g.: fresh milk, milk drinks, bread spreads, cheese products
Competitors
Britannia
nestle
HLL
Cadbury
Mother dairy