PRESENTATION ON

MARKETING MIX OF AMUL

BUTTER
(Product of Gujarat Cooperative Milk
Marketing Federation)

Presenting by:
Abdullah Shahid
Md. Khalid Khan
Md. Tauqir Khan
Abhi jeet Saha
 Introduction
Amul

•Gujarat Cooperative Milk Marketing Federation

•Chairman: Dr. Verghese Kurien

GCMMF: An Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's
largest food products marketing organization. It is a state level apex
body of milk cooperatives in Gujarat which aims to provide
remunerative returns to the farmers and also serve the interest of
consumers by providing quality products which are good value for
money.
CRISIL, India's leading Ratings, Research, Risk and Policy Advisory
company, has assigned its highest ratings of "AAA/Stable/P1+" to the
various bank facilities of GCMMF.
 History
Amul was formally registered on December 14, 1946. The brand
name Amul, sourced from the sanskrit word Amoolya, means priceless.
It was suggested by a quality control expert in Anand. Some cite the origin
as an acronym to (Anand Milk Union Limited).

The Amul revolution was started as awareness among the farmers. It

grew and matured into a protest movement that was channeled towards
economic prosperity. It is a dairy cooperative movement in India. It is a
brand name managed by an apex cooperative organisation, Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly
owned by some 2.41 million milk producers in Gujarat, India. It is based in
Anand town of Gujarat and has been a sterling example of a co-operative
organization's success in the long term. The Amul Pattern has established
itself as a uniquely appropriate model for rural development. Amul has
spurred the White Revolution of India, which has made India one of the
largest milk producers in the world. It is also the world's biggest
vegetarian cheese brand.
The major marketing management decisions can be
classified in one of the following four categories:
•PRODUCT
•PRICE
•PLACE
•PROMOTION
These variables are known as the marketing mix or the 4
P's of marketing. They are the variables that marketing
managers can control in order to best satisfy customers in
the target market.
 PRODUCT

Amul Pasteurized Butter

AMUL BUTTER is made from Butter, Common Salt, permitted natural colour- Annatto
Composition:
•Milk Fat 80%
•Moisture 16%
•Salt 2.5%
•Curd 0.8%
Calorific Value:
720 kcal./100g
Special Features:
Made from fresh cream by modern continuous butter making machines. Marketed in
India since 5 decades.
Product Specification:
Meets AGMARK standard
Amul Lite
•Unlike Butter & Margarine, Amul Lite is a low-fat, low-calorie & low-
cholesterol bread spread, hence a healthier substitute. It contains 26% less fat and
calorie content as compared to butter or margarine.
PRODUCT COMPOSITION
Total Fat- 59%
Milk Fat – 10%
Vegetable Fat- 49%
Cholesterol- 26mg
Total Calories- 531
Special Features
•Since Amul lite is low in calories, you can maintain your slim-trim shape without
sacrificing on the taste.
•Amul lite is a low-fat and low-cholesterol product and less cholesterol means less
chance of heart diseases.
•Amul Lite is low in saturated fats & high in PUFA for a "healthy heart".
•Amul Lite contains "Omega-6 & Omega-3 fats" which maintain healthy cholesterol
levels.
•Amul Lite is fortified with Vitamins A & D, essential for good vision & healthy skin
•It is manufactured in a fully automated, ISO9000 certified plant under strict hygienic
conditions.
Product Specification
•The product is certified by AGMARK for quality
Delicious Table Margarine

What Is Table Margarine?

•Table Margarine is characterized by a physical consistency similar to butter
and is commonly known as butter-substitute.
•Margarine is prepared exclusively from vegetable oils and fats.

Product Attributes
•Prepared from Refined Vegetable Oil. Total fat content is 80% min.
•Contains Zero Cholesterol, hence suitable for cardiac patients.
•Fortified with Vitamins A & D
•Manufactured in an ISO 9000 certified plant under strict hygienic conditions.
The product is completely untouched by human hand
Shelf life 6 months under refrigeration
 PRICE
Amul Pricing Strategies

•At the time Amul was formed , consumers had limited purchasing power and
modest consumption levels of milk and dairy products. Thus Amul adopted a low
cost price strategy to make its product affordable & attractive to consumer by
guaranteeing them value for money.

•Despite competition in the high value dairy product segments from firms such as
Britannia, Nestle, GCMF ensures that the product that the product mix and the
sequence in which Amul introduces its products is consistent with the core
philosophy of providing better at a basic affordable price to appeal the common
masses.

•This helped Amul butter to create its brand image in the house hold sector of the
society.

•It can say it is totally market oriented pricing strategy.

 25 Rs

122 Rs
100 gm pack 500 gm pack

Amul butter 25 Rs 122 Rs

Delicious Table 13 Rs 60 Rs
Margarine
Amul lite 32 Rs 200 gm pack
Amul, the market leader in the Table Butter category, is all set to
further strengthen its market position with the launch of new
innovative and consumer friendly packs of Butter. So far, Amul
Butter was mainly available in 100gm and 500 gm packs. However,
market research showed that there was a demand for smaller
packs. 

Keeping this objective in mind, Amul has now launched a new

smaller pack – Munna Pack - suitable for a single occasion use by a
small family. Available in 25gms, Munna pack is manufactured at
the state of the art ISO 14001 certified dairy plant at Mehsana.
With this launch, the long felt need of smaller packs by consumers
has been addressed to.

Amul has also launched Butter in easy to open Airline packs.

Carrying just the right quantity of butter needed for a single
serving, these packs are now being increasingly used by the
Airlines. Packed in the most modern Amul Dairy plant, these packs
have become increasingly popular with mothers of school going
children as tiffin packs.
 PLACE: A Global Distributor
GCMMF is India’s largest exporter of dairy products . It has been accorded
a “trading House Status”. GCMMF has received the APEDA award from
Govt of India for excellence in dairy product exports for the last 11 yr.

Besides India , Amul has entered overseas markets such as UAE, USA,
Mauritius, Bangladesh, Australia, China, Hongkong, Singapore and other
Arab countries.

Amul butter covers 85% market of butter in India.

There is 800 crore Rs market of organized butter market and Amul covers
678 crore Rs.
(APEDA: Agriculture and processed food products,expport
development authority)
 Distribution Network
Upstream Channel:
Upstream Channel in which milk is procured from the farmers to the manufacturing units.
In the first step, the milk is taken to the VCS by the farmers on foot or bicycles in small quantities.

The second step involves the transportation of milk from the co-operatives to the manufacturing
units this is done in special trucks which are equipped with tankers to carry milk
Downstream Channel:
Downstream Channel, it is the distribution part of the supply chain. From the manufacturing units
to the retailers.

•First leg of transport is from the manufacturing unit to the company depots. This is done using 9
and 18 MT trucks any lesser quantity will be uneconomical to the company there fore is some time
the quantity ordered is lesser then club loading is done which means that the product ordered is
supplied with some other products.

Dairy wet the temperature of these trucks is kept between 0-4˚C

contd…..

•Second leg is from the depot to the WD’s, this transport is carried out in
insulated 3 and 5 MT TATA 407’s here a permanent dispatch plan (PDP) is
prepared where the distributor plans out the quantity of products to be ordered
on a particular date

•Third leg this is the flow of good from WD’s to retailers, a beat plan is prepared
and transportation is done on auto-rickshaws, rickshaws and bicycles.

•Finally it goes to the layman people from retailers carried in pollythin and
packets.
 Promotion
Initial promotional strategy:
The butter which had been launched in 1945 had a boring image, primarily
because the earlier advertising agency which was in charge of the account
preferred to stick to routine , corporate ads . They did not help in creating a brand
image of AMUL Butter.

A Brand – AMUL – A Taste of India

However in 1966 , a man named Sylvester Da Cunha , from the agency of ASP
(managing director of advertising agency) clinched the account for Amul butter.
According to Sylvester Da Cunha “ Eustence Fernandez (the art director) and I
decided that we needed a girl who would worm her way into a housewife's heart.
And who better than a little girl?" says Sylvester daCunha. And so it came about
that the famous Amul Moppet was born
The moppet who put Amul on India's breakfast table
50 years after it was first launched, Amul's sale figures have
jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a
year in 21st century. No other brand comes even close to it. All
because a thumb-sized girl climbed on to the hoardings and put a
spell on the masses.

New srategey of promotion:

From 1969 Amul began playing the role of a social observer. Over
the years the compaign acquired that all amul touch.
Where does Amul's magic actually lie? Many believe that the charm lies
in the catchy lines. That we laugh because the humor is what anybody
would enjoy. They don't pander to your nationality or certain sentiments.
It is pure and simple, everyday fun.

At the Naxalite movement in Kolkata Amul’s hording was saying “Bread

without Amul butter , cholbe na cholbe na”.
 Branding
The 1st product with the Amul Brand name were launched in 1955. Since
then, they have in use in millions of homes in all parts of India.

Amul is the name of 2.5 million framers , members of 10,000 village doing
cooperative societies through out Gujarat.

It is a appropriate model for rural development , Amul has made India one
of the largest milk producers in the world.

Amul, therefore, is a brand with a difference.

Advertisement with funny slogans and hordings

In 1968
 Any Query?

Thanks