Amul-The Taste Of India

Presented By,
Jay Lodaya – P 19
Rohit Mundhara – P 21
Janki Raval – P 30
Lajja Reshamwala – P 31
Meghna Rajpura – P 45
 Company Information

• Amul means “Priceless”

• Started in 1945.
• Sales Turnover
Year Rs in Million

2006-07 42778
2007-08 52554
Products
Amul Butter

Utterly Butterly Delicious

Amul Lite

Low fat, low Cholesterol Bread Spre

 Survey

Survey

1) If Given a Choice would you all change your Preference from

having a normal butter to some kind of a flavoured butter?

2) If Yes,Then if Butter & Jam come up Together then will you

Prefer it?
 Survey

3) If Yes,Then which flavour you opt for – Strawberry

or Tutty Fruity?

4) If Amul Comes with a flavour of Pepper Garlic or

Chocolate then what will you Prefer?
 Survey Findings
Variants

34%
44% Strawberry
Tutty Fruity
Chocolate
Garlic Pepper
9% 13%
 And the Market
For
Butter
is going to change forever
 Butter
with
Strawberry
Jam it up
 Ingredients
• Butter
• Permitted Natural Colours
• Strawberry Flavours
• Preservatives
• Sugar
 Composition
Vegetable Fat 49%
Milk Fat 10%
Cholestrol 26 Mg
Glucose 24 Mg
Carbohydrates 24 Mg

Calorific Value
630 Kcal / 100 Grams
 Special Features
• Made from fresh cream by modern continuous
butter making machines.
• Strawberry Flavour
• Amul Berry is fortified with Vitamins A & D
essential for good vision & healthy skin
• Sweet Butter
 Pricin

100 gm @ 25/-
500 gm @ 110/-
• Priced on the base of single pricing strategy.
• Priced taking into consideration its niche quality.
Target Audience
 Marketing
Strategies
Adopted 360 degree marketing:

• BTL

• Sponsoring

• Endoresement

• Advertisement
Television Commercials
Hoardings
Amul Peppery Garlic
Butter with Garlic & Pepper

“Spice it Up”
Ingredients

Ingredients

• Butter
• Permitted Natural Colours
• Garlic
• Pepper
• Common Salt
• Preservatives
 Composition
Milk Fat 70 %
Moisture 16 %
Salt 6%
Curd 0.8 %
Cholestrol 110 Mg

Calorific Value – 730 Kcal / 100 Grams

 Special Features
• Has Garlic & Pepper in it.
• Made from fresh cream by modern continuous butter
making machines.
• Fortified with Vitamins A & D
• Manufactured in an ISO 9001 certified plant under strict
hygienic conditions. The product is completely untouched by
human hand
• Shelf life 6 months under refrigeration
 Pricing

Amul Pepper Garlic

100 gm @ 27/-
500 gm @ 125/-
• Priced on the base of single pricing strategy.
• Priced taking into consideration its niche quality.
Target Audience
 Marketing
Strategies
360 degree approach

• BTL

• Cookery Shows

• Offers

• Advertisements
Applications
 Packaging

• Amul Berry

• Amul Peppery Garlic

 Distribution
• 67 Depots Dry & Cold Warehouses
• 3500 Distributors
• 5 Lakh Retail Outlets
• Amul Parlours
Quality Certification
Thank You