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AMUL CATEGORY- FMCGOVERVIEWOFFMCG
At Present 4th largest sector.
Market Size-13 billion.
Expected 33 billion by 2015.
Regularly bought goods.
Quick rate of consumption,high returns
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CLASSIFICATIONOFFMCGPRODUCTS
Household goods
Personal care items
Food and beverages
Amul comes under Food and Beverages.
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AMUL- HISTORY
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat,
India.
The word Amu l is derived from the Sanskrit word Amulya ,
meaning invaluable
Amul products have been in use in millions of homes since 1946
Amul spurred India's White Revolution, which made the country the world'slargest producer of milk and milk products
GCMMF (AMUL) has the largest distribution network for any FMCG company. Ithas nearly 50 sales offices spread all over the country, more than 5 000wholesale dealers and more than 700 000 retailers
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In the process Amul became the largest food brand in India and hasalso ventured into markets overseas
Amul is a symbol of high-quality products sold at reasonable prices,of the genesis of a vast co-operative network, of the triumph ofindigenous technology ,of the marketing savvy of a farmers'organisation .and of a proven model for dairy development.
Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30
years (1973-2006), is credited with the success of Amul
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Members:13 District Cooperative Milk Producers' Unions No. of Producer Members: 3.03 million No. of Village Societies:15,712 Total Milk handling capacity:13.67 million litres per day Milk collection (Total - 2010-11):3.45 billion litres Milk collection (Daily Average 2010-11):9.2 million
litres Milk Drying Capacity:647 Mts. per day Cattlefeed manufacturing Capacity:3690 Mts per day Sales Turnover (2010-11)Rs. 9774 Crores (US $ 2.2
billion
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AMUL PRODUCT MIX
Amul
ProductBrand
Amul Butter
Amul Kool
Amul Chocolates
Amul Milk
Amul GheeAmul Icecrems
Nutramul
AmulShreekhand
Amul Spray
SubBrand
Amul Kool
Amul Kool Cafe
Amul KoolChocolate Milk
Amul KoolThandai
Amul KoolFlavoured Milk
Amul Kool Cocoa
EndorsedBrand
Amul Butter
AmulChocolates
Amul Masti Dahi
Amul KoolAmul Milk
Amul Ghee
Nutramul
Amul Lassee
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Amul
Cheese
AmulPasteurized
ProcessedCheese
Amul Cheesespreads
Amul Emmentel
CheeseAmul PizzaMozzarela
Cheese
Gouda Cheese
Cooking
Amul PureGhee
Amul Butter
Amul MalaiPaneer
Utterly DeliciousPizza
Amul Masti Dahi
Dessert
Amul Icecreams
Amul Shrikhand
Amul MithaiGulab jamun
Amul Basundi
AmulChocolates
Amul Lassee
Health Drinks
Nutramul
Amul ShaktiHealth Drink
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Amul
Bread Spread
Margarine
Amul Butter
Amul Lite
DeliciousTable
Powder Milk
Amul SprayInfant Milk Food
Amul Instant FullIcecreamPowder
Sagar SkimmedMilk Powder
Sagar tea Coffewhitener
Sagar Dairywhitener
Fresh Milk
Amul Fresh Milk
Amul Gold MilkAmul Double
Toned Milk
Amul Lite Slimand Trim Milk
Amul FreshCream
Amul ShaktiToned Milk
Amul Calciplus
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MARKETING MIX OF
AMUL BUTTER
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PRODUCT & PRICE: AMUL BUTTER
SIZE
500 grams100 grams
50 grams
20 grams
8.1 grams
CALORIFICVALUE
720 kcal./100 gm
COST
14730
15
8
3
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PLACE
GCMMF has a network of more than
3500 distributors and more than 5lakh retail outlets.
Amul Parlour
Retail Store
Amul butter is alsoavailable in international
market.
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PROMOTION
GCMMF spends less than 1% of its
revenue on advertising.
Sponsorship on Amul Star Voice of India,
Amul Cricket Ratings, Amul Chef of the
Year, Amul Maharani Contest and so on.
Amul butter girl is one of the longest
running as campaigns in country.
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MARKET SHAREOF AMUL BUTTER
Market share of Amul butter is around 86%Marketpresence
Available in over 500,000 retail outlets across India.
Amul butter is made from- butter,common salt,permitted naturalcolor (annatto)Amul comes under
FMCG sector.
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STPSEGMENTATION
Demographics
Age- from 5 yrs 80 yrs.
Sex- No bar
Income- low to high
Occupation-Any sector (not necessary)
Education- Lower to higher
Psychographics
Personality- No discrimination.
Life style- a basic normal life to high class living std
Buying Motives-It is generic with buttercategory,renowned butter available in market, lovedby all consumers.
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Gowardhan, founded by Parag Milk Foods Pvt.
Ltd. in 1992, is one of India's largest private
dairies,with an output capacity of 1,000,000liters per day.
Located in a lush green village.
India as well as Asia's largest cheese plant
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GOWARDHANPRODUCTSPasteurized unsalted table butter made from clean and
wholesome cream derived from 100% pure cows milk.
It is light on taste, soft and easy to spread and containsno preservatives or added flavors.
Gowardhan ghee, untouched by hand in the
manufacturing process, is great on taste and made from
100% pure cow's milk.
Made from 100% pure cow's milk, Gowardhan Fresh
is a good source of protein and calcium. It is
pasteurized toned milk that your whole family will
want to drink
A premium quality full flavour cheddar cheese is made
from 100% pure cows milk. Ideal for cooking,
sandwiches and salads
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PRODUCT
Pasteurized unsalted table buttermade from clean and wholesomecream derived from 100% pure cows
milk.
It is light on taste, soft and easy to
spread and contains no preservativesor added flavours.
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PRICING
Gowardhan LTD mostly supplies butter in the pack of 500gms. The price of the product today in the market is :
Sales price without tax: 130,00
Tax amount: 12,03 Base price with tax: 142,03
Thus it is quite affordable for a middle-class people.
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PLACEDistribution channels:
Wholesellers in urban regions.
Exports in International markets.
Also to small retailers in rural areas.
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PROMOTION
Social Media.
Hoardings.
Local Newspapers.
Television.