PERSENTED BY :-CHANDAN KUMARMuzaffarpur BiharSBS AHEMADABAD

COMPANY PROFILE:-

COMPANY NAME:-GUJARAT COOPERATIVE MILK MARKETING FEDERATION.

BRAND NAME:-AMUL

INDUSTRY TYPE:- DAIRY

FOUNDED:-1946

LOCATIN:-ANAND GUJARAT

AMUL

Place •North Bihar •Muzaffarpur.Motihari,Sitamadhi,vashali

POPULATION •200000 LK•Rural population- 120000 lk,Urban-800000 lk

Address • ABC Tower • Shanti gali Muzaffarpur

Territory

Product Profile

Child

youth

Men, women

Patient

Old person

Consumer of Amul

Market share

butter; 90

cheese; 80

chee; 20

pouched milk; 25

MARKETING POLICIES

Distributer and dealers

Distributer and dealer :-Amul product are available in over 800,000 retail outlets across India through its network of 5000 distributors.

FIST LEG :-from manufacturing units to depots, amul has 65 depots across major cities of India

SECOND LEG:-from depot to distributer amul has a network of over 5000 distributor .the margin offered to the distributers range between 3-5%.

THIRD LEG:-this is the flow good from WD to retailers best plan is prepared and transportation is done on outoriakshus and other .

•

•

MILK PROCESSING PLANT

GCMMF WEARHOUSE

WHOLSEALER/DISTRIBUTER

RETAILER HOME DELIVERY CONTRACTOR

CUSTOMERCUSTOMER

Amul outlets

Customer

Distribution channel

Media.Most famous is billboard campaign.The endearing polka dress girl and pun at various

issues increase bran fane following.Amul food festival.Slogan likho Disneyland dekho contest.Amul maharani contest.Amul sponsorship competition .

Promotion policy

MARGIN

Chee and butter WD Retailer3 %

MRP6%

POLICIES

REGARDING RURAL MARKETING :- No different policy for rural marketing

DIFFERENTIAL PRICE:- Most of the amul product has lower price in state of Gujarat due to less transportation cost but out the Gujarat add the transportation cost and other taxes.

UNUSED MILK:-Milk once, supplied to retailer is not taken back, retailer uses the unused milk after ‘best before ’ date for making other dairy products such as paneer, etc

NO VOLUME DISCOUNT TO DISTRIBUTER, PRICE ARE FIXED.

Payment system

Amul do not sell its product to distributors on credit.

The payment to the company is done by distributor through account and the payment to the distributers is also done through cheque.

SR NO

FEATURE ADVANTAGE BENEFITS

1 Quality differentiation Consumer love quality

2 Calcium essential for strong bones and teethes strong

strong bones and teethes

3 Vitamin A Improve vision and keeps skin and hair healthy

Better eyesight and healthy skin and hair

4 Phosphorous Important for healthy bones and teeth

strong bones and

teethes

5 Iron Stronger the bones It full fill the daily 40% Iron

nutrition requirement

FAB analysis