MARKETING MIX AND STP OF

AMUL
NAMES ROLL NUMBERS SAP ID CONTRIBUTION

MIT ADHVARYU 01 40311180064 DIGITAL MARKETING

& PUBLIC RELATION
KHUSHI AGARWAL 02 40311180066 STP

VENKATESH BANG 16 40311170045 CANNIBALIZATION

AAMNA BATATAWALA 18 40311180111 PROMOTION

STUTI CHANDURA 27 40311180146 PLACE & PRICE

SONAL CHAVAN 29 40311180154 INTRODUCTION &

PRODUCT
INTRODUCTION
• Indian Dairy Cooperative Society
• State of Gujarat
• Formed in 1946
• Jointly owned by 36 lakh Milk producers
• India’s White Revolution
 MARKETING MIX
CONSISTS
OF 4 P’S

PRODUCT PRICE

PLACE PROMOTION
 Product Mix of AMUL
Dairy Milk, Ice cream, Dahi, Chocolates, Cheese

Product Line
Cooking
Ghee, Butter, Mithai, Happy Treats
Products

Product Beverages Sweets

Dairy
Width
Cooking Products
 PRODUCT LENGTH
MILK CHEESE HAPPY TREATS GHEE

• Aloo Tikki • Amul Ghee

• Amul Processed • French Fries • Amul Cow Ghee
• Amul gold Cheese • Hash Brown • High Aroma Cow
• Amul Taaza • Amul Emmental • Potato Wedges Ghee
• Amul Slim and Trim Cheese • Veg Burger Patty • Amul Sagar Ghee
• Amul Tea Specuial • Amul Gouda Cheese • Amul Brown
• Amul Shakti • Amul Cheese Spread
• Amul Diamond • Pizza Mozzarella
• UHT Milk Cheese
• Lactose free Milk • Diced Mozzarella
• Amul Camel Milk Cheese
• Deshi A2 Cow Milk • Diced Blend Cheese
• Amul Cow Milk • Diced Cheddar
• Amul Chai Maza Cheese
• Amul T- Special Milk • Processed Pizza
• Amul Buffalo Milk Cheese
 Product Depth
Amul Ice cream – Amul Milk
Amul Dahi
Types and flavours

• Amul Epics
• Crème rich
• Ice Lickz
• Froot Lickz
• Duetz
• Choco Bar
• Frostick
• Tricone
• Koolfi
• Cups
• Tubs
Product Strategy of Amul

• Product Positioning Strategy

1. Low price Amul Ice creams
2. Chocolate milk was launched ‘Amul Kool Koko’
• Product Re-positioning Strategy
• Product overlap Strategy
1. Amul processed Cheese Vs Cheese Spread
2. Nutramul Energy Drink Vs Amul Kool
• Product Design Strategy
Use of Utterly- Butterly Girl since 1967
• Diversification strategy
1. Dairy Products- Fresh Milk, Milk drinks, Desserts, Bread Spreads,
Cheese Products
2. Non- Dairy Products- Happy treats
 PRICE

• AMUL is an ‘AMOOLYA’ brand.

• AMUL products have been use in millions of home since 1946.
• Vision to provide products at affordable price.
• AMUL has adopt 3 different Pricing strategies-
- Cost leadership
- Financial strategy
- Value pricing
• Enjoys the market leadership.
• Successfully achieved category replacement.
• AMUL’s turnover in FY20 grew
15% to reach RS. 38,550cr
($5.1B) and continued its upward
growth trajectory.
• In the first four months of FY21,
it has launched an astounding 33
new products, the highest in a
quarter.
• AMUL expects a 15-16%
revenue growth in FY21
 PLACE AND DISTRIBUTION

• Distribution is the prime factor for AMUL’s success.

• Total retail stores are 500,000.
• Has its own parlors located in various cities.
• AMUL has adopted a brilliant distribution strategy.
• AMUL has started their own cafes ‘AMUL CAFÉ’.
 DISTRIBUTION AND SUPPLY CHAIN

• AMUL’s supply chain is the largest in India.

• They follow a methodology of breaking the bulk.
• There are two different channels of its distribution-
- Procurement
Milk producers>>Co-operatives>>Manufacturing
- Distribution
->AMUL>>Carrying and forwarding agent>>Distributor>>
Dealer/Retailer/AMUL Shoppe>>Customer
->AMUL >> Modern retail
• AMUL has expanded its distribution of chilled products to small towns and districts.
• There is a lot of transportation involved in distribution as the products are perishable in nature.
• However, AMUL ensures that it products reach every nook and corner of India.
 PROMOTION
• Promotion is all about communication. Why because promotion is the way in a
business makes its products known to the customers, both current and potential.
• The main aim of promotion is to ensure that customers are aware of the existence
and positioning of products. Promotion is also used to persuade customers that the
product is better than competing products and to remind customers about why
they may want to buy.
 AMUL ADVERTISEMENT

National brand

AMUL girl
FORMULATION OF MARKETING STRATEGY

• Brand promise
• Customer segmentation
• Product portfolio
• Correct pricing strategy
• Efficient supply chain distribution
 Promotional channels
• Digital channels
• Advertising campaign
 ADVERTISING DURING LOCKDOWN

• Old AMUL ads

• Modern, contemporary and flexible strategy
 Digital and social media Marketing Strategy of AMUL

• Currently India is revolutionizing digitally.

• More and more household have internet.
• Smartphones number are also rising day by day.
• This strategy helps Amul to increase their presence among the people and interact
with them on a one-to-one basis.
• Amul actively promotes on 2 social media platform, Twitter and Facebook.
 AMUL ON TWITTER

• AMUL has 328K follower on Twitter, higher than

many big Indian brands.
• Management team is very active and transparent.
• Even when criticized, team accept their mistake
and resolve the problem publicly.
• AMUL runs powerful campaign based on social
issues.
 AMUL ON FACEBOOK

• AMUL is very active on Facebook with

constant feed and content.
• Sometime Live session are also conducted for
showing their recipe to its customer.
• It also keeps the users engage by holding
various competition.
• Successful campaigns are: “Meme You” and
“Eat milk with every meal”
 PUBLIC RELATION OF AMUL
• It is an unpaid form of publicity. It create a
positive perception of the brand in mind of
public.
• AMUL publish all the necessary report,
statements and press release etc., this helps to
relation between public and company.
• All the problem faced by customer are noted and
actions are taken against it.
• Gifts, voucher, schemes etc. are disturbed to
maintain relation.
 SEGMENTATION

Market segmentation is the process of dividing a target market into smaller,

more defined categories. It segments customers and audiences into groups that
share similar characteristics such as demographics, interests, needs, or location.

4 Types of Market Segmentation

 Demographic segmentation
Psychographic segmentation
Behavioral segmentation
Geographic segmentation
MARKET SEGMENTATION OF AMUL

CUSTOMER INDUSTRIAL
BASED BASED
 CUSTOMER BASED

CALORIE HEALTH
KIDS WOMEN YOUTH
CONSCIOUS CONSCIOUS

 AMUL KOOL  AMUL LITE

 CHOCOLATE MIX  SAGAR SKIMMED  AMUL SHAKTI
 MILKSHAKE MILK POWDER  AMUL PIZZA
HEALTH
 NUTRAMAL  AMUL LITE SLIM  AMUL CHEESE
 AMUL CALI FOOD
ENERGY DRINK MILK AND TRIM SPREAD
DRINK
MILK  AMUL CHEESE
 INDUSTRY BASED

MILK BUTTER,CHEESE ,GHEE

 RESTAURANTS ,  BAKERY,
COFFEE SHOP CHAINS CONFECTIONRY
 ICE CREAM  PIZZA OUTLETS
MANUFACTURER  SNACKS OUTLETS

ALTERNATE SEGMENTS ARE RAILWAY , EDUCATION INSTITUTES AND EXPORTS

 TARGETING

• Market targeting is a process of selecting the target market from the entire market.
• Target market consists of group/groups of buyers to whom the company wants to
satisfy
• Or for whom product is manufactured, price is set, promotion efforts are made, and
distribution network is prepared.
 TARGETING OF AMUL

A Mass Market Player

No Premium Offerings
Unique Selling Point –QUALITY WITH AFFORDABLITY

 AMUL means different things to different people:

• To milk producer –A like enriching experience
• To a consumer- An assurance of having whole some milk
• To a mother –A reliable source of nourishment for her child
• To the country- Rural development and self reliance
 POSITIONING

•  Positioning in marketing is a strategic process that involves creating an identity/ image of the
brand or product within the target customers mind.
• The process indicates how you differentiate your product/ service from that of your competitors
and then determine which market niche to fill.
• A company’s marketing positioning strategy is affected by plenty of variables related to
customers’ requirements and motivations, as well as by its competitors’ actions
 POSITIONING OF AMUL

Positioned itself as a butter to be used in one’s daily meal

Category point of parity - serves the purpose of a bread spread like all other butters
Competitive point of parity - has a little more salt in it which gives it that delicious
flavour and the point of difference in the brand
Cater to the needs of middle to upper middle class customers
 POSITIONING COMPONENTS OF AMUL

AMUL has carefully cultivated its family-based image.

• EMOTIONAL COMPONENTS: Campaigns like “Taste of India.”
• DESCRIPTIVE FACTORS: The butter is now a family product and has a homely image.
BUTTER = AMUL
• FUNCTIONAL ATTRIBUTES: Unique functional attributes of AMUL are:-
1)VALUE FOR MONEY: The best quality butter (dairy product) at the reasonable price.
2)PRODUCT AVAILABILITY: It has huge supply chain and distribution networks across India and
has strong link back to the sourcing farmers.
 CANNIBALIZATION
• Market cannibalization is a loss in sales caused by a company's introduction of a
new product that displaces one of its own older products.
• The cannibalization of existing products leads to no increase in the company's
market share despite sales growth for the new product. Market cannibalization can
occur when a new product is similar to an existing product, and both share the
same customer base.
 CANNIBALIZATION OF AMUL

1. Powdered Milk (Sagar vs. Amulya)

 Powdered milk health & Price Conscious
 “Sagar vs. Amulya”.
USP: Sagar is affordable whitener for health conscious one.
It is the situation where the company decided to complete against its own brands
 Reasons of Failure

 Amulaya brand, the co-operative claims to have a 70% share in the milk powder
market.
 Currently, Amulaya enjoys a 40% share in the skimmed milk powder market.
 Amulaya is very popular among the customer.
 The study shows that Amul milk powder is most trusted as compare to the other
brand.
 The Sagar brand, Marketed by GCMMF, generates about Rs500 Cr in sales.
 They are not getting the right price for their product (Sagar) & making a loss of
nearly 10%
 2. Cheese Spread (Specific vs. General)

Specific vs. General

Amul Processed Cheese Vs. Cheese Spread’s
USP: Cheese Spread is highly accepted spread for regular use.
 Reasons of Failure

 The Indian Organized cheese market including its variants like processed cheese,
mozzarella, cheese spreads, flavoured.
 Spiced Cheese, is valued at around Rs. 4.5 Billion
 Processed cheese at 60% of the overall market is Rs.2.7 Billion
 The next most popular variant is cheese spread claiming a share of around 30% of the
total processed cheese market.
 The market is Primarily an urban phenomenon and is known to be growing at around
15%.
 The market for cheese cubes, slices, & tins is growing. But Flavoured Cheese segment
has been constantly declining.
 Bibliography
• https://bbamantra.com/project/segmentationtargeting-and-positioni
ng-of-amul/
• https://www.slideshare.net/suvasmitarout1/cannibalization-in-amul
• https://en.m.wikipedia.org/wiki/Amul
• https://www.slideshare.net/mobile/GunjanKalita/project-analysis-of-
marketing-and-branding-strategies-of-amul-butter
• https://www.marketing91.com/marketing-mix-of-amul/
• http://kuhipaat.in/blogs/author/nayanmoni/
THANK YOU!