Download - Amul fmcg
Presented by …………..
Kavita choudhari 66Krutadnya Digrajkar 67Neelam Gaikawad 77Pallavi Gore 78Snehal Jawale 97
INTRODUCTION CompanyLargest milk producer30 multi brands
Market leader..in ghee & butter with more than 85 % market share Very strong supply chain
CustomersExtremely satisfied Move From loose
milk to packaged milk & then to tetra pack
Amul –Business Model
Pasteurization
Every day Amul collects 7 million liters of milk from 2.6 million farmers (many illiterate), converts the milk into branded, packaged products, and delivers goods to over 500,000 retail outlets across the country.
• Moving consumers from loose milk to packaged milk and gradually move them up the value chain (tetra pack to beverages)
• Being exposed to a brand, it is natural for a customer to try more products
Defense Strategy
Robust Supply ChainThe vast and complex supply chain
Hierarchical network of co-operatives
Stretches from small suppliers to large
fragmented market
Low cost strategy Amul adopted a low-cost price strategy to
make its products.
Affordable and attractive to consumers by
guaranteeing them value for money
Diverse product mixAmul butterMilk PowderGheeCheese ChocolateShrikhandIce-creamNutramulMilk
Strong Distribution NetworkAmul products are available in over 5,00,000
retail outlets across.
It has strong distributor network of over
3,500 throughout India
47 depots with dry and cold warehouses to
buffer inventory of the range of products.
SWOT AnalysisStrengths
Largest food brand in IndiaHigh Quality, low priceWorld’s largest pouched milk brandHighly diverse product mixRobust distribution network
WeaknessesRisk of highly complex supply chainStrong dependency on weak infrastructureAlliance with third parties who do not belong
to the organized sector
OpportunitiesInternational marketsDiversify product portfolio to enter new
product categoriesExpand existing categories like processed
food, chocolates etcThreats
CompetitorsGrowing prices of milk and milk productsBan of exports of milk power
PricingDone market survey..to check viability and feasibility of the market & then decide the Price. Price include(Cost of milk, labour cost, processing cost, transport cost.ect..),
PeopleStrong supply chainProductwide range of product like butter,chese, icecream,sweets,chocolate
4p’s of Amul
Promotion Amul butter girl is the longest add campain
for the past 43 yrsAmul captures the headlines and shows in such a way..that..the moment v see it its get capture inour brainIt uses rotational promotions campains
PlaceStrong supply chainMore than 400 amul
parlorsFor strong supply chain amul has bring e-commerce(internet)
CompetitorsDefined firm mahananda,vijaya,Aggressive moves against, Britannia,Nestle
Advertisement strategy
Amul sponsored the singing competition Amul star voice of India, ‘Amul music ka maha mukabla’
Such way they target the customers
ConclusionMiddle Class Customer Population!Domestic Consumption!High Population!The Finest Set Of Perfect Competition In World!You May Not Purchase Software!You May Not Purchase Cement!You May Not Buy Clothes From A Retail Outlet!You May Aside Automobiles!But Soaps, Toothpastes, Tea, Coffee & So On Are Basic
Need For Us!Thus FMCG Is On & On!!!!!!!!!!!!!!!
THANKYOU