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Presentation onamul

Hussain – Pronita – Rashi - SadhnBy-Group

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Introduction• In the year 1946 the first milk union was es• The union was known as KAIRA DISTRICT COPERATIVE MILK PRODUCERS’ UNION.• This union selected the brand name AMUL •

Amul (Anand Milk Union Limited)• It is managed by Gujarat Co-operative MilkMarketing Federation Ltd. (GCMMF).• It is the world's biggest vegetarian cheese

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Product

“A product is anything that can be offemarket for attention , acquisition , use,consumption that might satisfy a want

AMUL produces and sell the product i.e. milkplan its product very carefully so that the cogets only good quality products.

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s o ro uc sMarketed

1. Breadspreads.

2. Cheese.3. Desserts.4. Fresh Milk.5. Powder Milk.6. Ice creams.

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Product Strategie

•Copy-write the packaging design to preservdistinguishing identity barring competitors fimitating the same.

•Introduction of larger volume pouches in lineconomy packs to provide large scale buyerbenefits.

•Different shaped pouches for its products f

identification, e.g Square shaped pouch for A

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AMUL Product Mix

Amul Product Portfolio

Amul mainly produces dairy product which fnondurable goods category but also produce

durable goods.

ExamplesDurable Goods :-Milk Powders, Ready to SerNon Durable Goods:- Fresh Milk, Cheese Ran

creams

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AMUL Product Mix77

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88

BreadSpreads Cheese Desserts Cooking

Butter PizzaCheese

AmulSrikhand

Pure Ghee

Low FatBread Emmental Amarkhand

MalaiPaneer

Cookingbutter

Gouda Gulabjamoon

MithaiMate

-

Pro

ductMix

P

M

AMUL Product Mix

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AMUL Product Mix99

HealthDrink

MilkDrinks

PowderMilk

Fresh Milk

Nutramul KulMilkShake

Infant Milk Fresh Milk

Amul ShaktiHealth FoodDrink

Amul Kool Cream Milk Gold Milk

Kool Cafe Milk Powder Double Toned Milk

Kool Koko TC-Whitener

Energy DrinkAmulya DairyWhitener

Trim Milk

Bottled Milk Fresh Cream

Tetra Pack Toned Milk

Pro

ductMix

P

M

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Product-Width

Product-Width The width of a product mix refers to the totaof items in the mix.Example: The total number of items are 8. (

spreads , cheese , desert, cooking, health drdrinks, powder milk & fresh milk)

The Total width of Amul’s Product mix iof lines)

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Product-length

Product-length The length of a product mix refers to the totnumber of items in the mix.

The total Length of Amul’s Product mix

Hence the average product length is ( ToLength / Number of lines) = 42/8 is less(5.25)

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Product-Mix Depth

Amul Butter 2 Test Types x 3 SizesDepth of Amul Butter is 6

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Product line

Amul is now aggressively adopting the downstretch by introducing ( CHHOTA AMUL)Priced at Rs. 5 to take advantage i.e. to indilow income group.

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Sales Details of AMU1414

Sales

Rs(Million)

1994-95 11140

1995-96 137901996-97 155401997-98 188401998-99 221921999-00 22185

2000-01 22588

2002-03 274572003-04 289412004-05 292252005-06 37736

2006-07 427782007-08 525542008-09 671132009-10 80053

2010-11 97742

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Product life Cycle1515

Rs(Million)Sales

Rs

(Million) -71998-99 221921999-00 22185

2000-01 22588

2001-02 23365

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T h a nk

Yo u

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Submitted to-Prof.Kamal Gupta

PGDM

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