amul case study
TRANSCRIPT
Case Study
Amul
GCMMF Overview
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation.
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.
GCMMF
Members:13 district cooperative milk producers'
Union
No. of Producer Members:2.79 million
No. of Village Societies:13,328
Total Milk handling capacity:11.22 million litres per day
Milk collection (Total - 2008-09):3.05 billion litres
Milk collection (Daily Average 2008-09):8.4 million litres
Milk Drying Capacity:626 Mts. per day
Cattlefeed manufacturing Capacity:3500 Mts per day
Amul: Overview
• Total Sales: Rs 15 billion• Wide product range – Liquid milk to Ice Cream– Butter to Ghee to Cheese
• Part of operation flood helping India to convert from milk deficit country to milk surplus country
Road ahead
• Challenge: To keep the process going• Problem: Milk is a perishable product• Objective: – Consistently make products from milk
Various products out of Milk
Milk
Sweet Dishes
Ice Cream
Butter
Yoghurt DahiChocolate
Cheese
Ghee
Paneer Passion in India
• Cheese of India• Made in many north Indian homes• Included in gamut of dishes– Vegetarian – Nonvegetarian
Opportunity
• Traditionally a homemade product• Growing urbanization• Busy: Modern women
Emerging market: Readymade Paneer
Problem with launching Paneer
• Quality of Paneer determined by:– How fresh it is?
Paneer making foray into Western and Northern
India
Organized Players: Aarey and Gokul
Small unorganized sectors: A big +
Could offer “today’s paneer today”
Brand Namkaran
• Overall Product category- Paneer• Core value – Freshness and Taste• Product Origin – Ethnic• Positioning should be different
from neighbourhood paneerwala
Amul Malai Paneer
“Malai”
• The vital quality of paneer as its ingredient
• Made from rich cream• Differentiation - A grainy
texture that absorbs better
Technically sealed: To seal freshnessGraphics: appetising “paneer peas masala”
Packaging
Communication for Amul Malai Paneer
Soft
Rich
Creamy
Selling the “Taste”
Multi pronged strategy
• Use of Humour
• TV commercial
– The taste is so good that an amnesia
patient recover his lost memory
• Attractively priced
TASTE
Shift in advertising strategy
Humor
Health
HEALTH
Ruulzzzz!!!!