DESHBANDHU COLLEGE

PROJECT ON

RURAL MARKETING

BY KAVERI NANDA

FOUNDER OF AMUL

Dr.Verghese Kurien .

What is AMUL?

AMUL means “priceless” in Sanskrit. The brand name “Amul”, from the Sanskrit “Amoolya”, was suggested by a quality control expert in Anand

WORLD’S

LARGEST

POUNCHED MILK BRAND

LARGEST FOOD BRAND

IN INDIA

About AMUL Formed in1946 ,is dairy co-operative movement in India.

A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)

Jointly owned by 2.6 million milk producer in Gujarat.

Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world.

Overseas market Mauritius, UAE, USA, Bangladesh, Australia.

Dr. Verghese Kurien former chairman of GCMMF is the man behind the success of Amul.

WHAT IS RURAL MARKETING ? Rural marketing is used to be an umbrella term for the

people who are dealt with rural people in one way or other. It got separate meaning and importance after economic revaluation in India after 1991.

Rural marketing involve delivering manufactured or processed inputs or services to rural producers or consumers.

Rural Marketing is defined as any marketing activity in which the one dominant participant is from a rural area. This implies that rural marketing consists of marketing of inputs (products or services) to the rural as well as marketing of outputs from the rural markets to other geographical areas.

Some examples of RURAL MARKETING

“YAARA DA TASHAN …” ads with Aamir Khan created universal appeal for Coca Cola . Coca Cola India tapped the rural market in a big way when it introduced bottles priced at Rs. 5/- amd backed it with the Aamir Khan ads.

Of two million BSNL mobile connections, 50% are in small towns / villages.

Mahindra & Mahindra sells most of its SUVs in the rural market.

AMUL Products

Market share of AMUL Products USP – Quality with Affordability

USP of Amul is its “TASTE”

AMUL moves towards Rural Market as stated by M.K. Gandhi “ India lives in villages “

70% of population in India lives in rural area. Also known as “bottom of the pyramid”.

It created an opportunity for companies like Amul .

Amul derives 70% of sales from rural area.

Three tier “AMUL Model”

Establishment of a direct linkage between milk producers and consumers by eliminating middlemen

Milk Producers (farmers) control procurement, processing and marketing

Professional management

Strategies to support rural farmers Amul initiated in developing rural retailers by : insurance against natural calamities establish telecenters and technology in villages

in India to purchase all milk produced from member

farmer. provide best price to the member farmer for the

milk produced .

FEW ADVERTISEMENTS FOR RURAL MARKET

THANK YOU