amul presentation (1)
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By : Bhaskar Jyoti Das , Sudeep Mitra,
Sajal Rastogi, Sasmita Behera, Rohit Gupta,
Azadkrishan Gupta,Ashih Singh & Deepak Verma
Question: collection of brand advertising as many
product you can and positioning of the different products.
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Introduction :Introduction :
y AMUL- Anand Milk Union Limited formed in1946 is a dairy co-operative movement.
y Managed by an organization, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), jointly owned bysome 2.8 million milk producers in Gujarat India.
y The turn over of Amul in 2007-08 was Rs.52.55 billion.
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AmulAmul KoolKool
Amul Kool Flavoured Milk (Mango, Strawberry, Saffron,Cardamom, Rose, Chocolate, Butterscotch),
Amul Kool Caf
Amul Kool Koko
y Features :
Apart from favorite fruits the product has calcium, protein,
carbohydrates, vitamins, etc., for healthy growth.Contains milk solids and almond pieces which are rich in
nutrients.
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y Positioning :
Provides value for money to the consumer
Ready to serve cold coffee
Position in the beverages market with the introduction ofmilk shake
Brings goodness of fruits all the year around.
Competitors:
Nestle ,Pepsi ,Coco-cola and Britannia
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AmulAmul TaazaTaaza
y Features:
It is double toned milk
It contain 1.5% fat and 9% Solid Not Fat (SNF)
Long life of 180 days without refrigeration
y Positioning:
it is for health conscious people
It stay fresh for long time
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Amul ButterAmul Butter
y Features
Made from Butter, Common Salt,
permitted natural colour- Annatto.
y Composition -Milk Fat 80%, Moisture 16%,
Salt 2.5%, Curd 0.8%
y Positioning
Directly in Human Heart
Utterly Butterly Delicious
Butter means Amul butter
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y Competitors
Britannia
Nutrilite
y
Other FactMarket share of Amul butter is
around 85% of butter
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AmulAmul DahiDahi
y Characteristics:-Rich sources of calcium, Probiotic food, Reasonable price
y Tag lines:-
MAST AHAAR KI MASTI , AISA DAHI AUR KAHI NAHI
y Positioning:-
Providing quality with affordability, Tasty
y Competitors:-
NestleMotherDairy
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Amul MithaiAmul Mithai--MateMate
Charactreristic
Total Milk Solids 31% minimum
Fat 9.0% minimum
Added Cane Sugar 40.0% milk
yPostioning
Quality with low price readymade milk, used for making
sweets, like- Gulabjamun, Kheer, Kalakand, Seviyan, etc,
y Competitor
y Nestle 55% mkt share with 1st position
y Amul - 42% mkt share ,
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Amul SprayAmul Spray
y
Amul Spray Infant Milk Foody Amul Instant Full Cream Milk Powder
y Features :
Made from partially skimmed milk, sugar, minerals and
vitamins..y Product formulated on guidelines set by Codex
Commission of WHO/FAO...
y Marketed in India since last 25 years..
y Positioning
y Is made from Toned Milk, Vitamins A,D.
y The product is creamy white in colour.
y 80% Market Shareno. 1 position.
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Amul Malai PaneerAmul Malai Paneer
y
Features :y Higher fat content [26-27%] and lower moisture content.
y "Richer, Softer, Better" Paneer made out of fresh milk.
y
Positi
oning
:
y is equivalent to Cream Cottage Cheese of western products
y available in cut cubes form, saves preparation time
y Hygienic, and easy to prepare.
Competitors :
Only national brand of Paneer in India since 1997
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ConclusionConclusion
y Sail smoothly in India
y Gives the best quality product to the
consumer, and the best possible price.
y Maintain consistency in communication.
y Established firmly brand in peoples mind.
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