Introduction

Formed in 1946, is a dairy cooperative movement in India A brand name managed by Gujarat cooperative milk marketing federation (GCMMF ) Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organization.

Members

13 district cooperative milk producers' Union 2.9 million

No. of Producer Members

No. of Village Societies

15,322

Total Milk handling capacity

13.07 million liters per day

Milk collection (Total - 200910) Milk collection (Daily Average 2009-10) Milk Drying Capacity Cattle feed manufacturing Capacity

3.32 billion liters

9.10 million liters

647 Mts. per day 3740 Mts per day

Overseas market

Mauritius, UAE, USA, Bangladesh, Australia, china, Singapore, Hong Kong and south Africa. Has a 15% market share in the Rs.15000 crore milk category, and a 37% share in the Rs900 crore organized ice-cream segment.

The marketing mix

Product

dairy products , cooking products

Price
Place

low pricing strategy

rural and urban market, international market

Promotion advertisements

Segmentation

Wide range of product categories caters to consumers across all market segments. For example. Amul kool is targeted at children, while teenagers prefer kool caf, as it has a cool imagery associated with it.

Targeting
Changing retail environment Striking out its own, with amul outlets or parlours to deliver consumers total brand experience Launched in 2002, there are now over 4700 amul parlours across the country, which contributed 3% to the brands total turnover 1 year 2009.

Promotion

Given this wide product portfolio, amuls approach is to promote its brands in a rotational cycle of two to three years. The focus shifted to cheese in 2001, amul masti chaas in 2004-2005, nutramul and kool caf in 2006 and now they focus is on amul koko cold chocolate drink. Uses a variety of media to communicate Most famous is billboard campaign

amul food festival, which has been held for the last four year between October and December in about 50,000 retail outlets.

amul maharani contest

Amul sponsored the singing competition AMUL star voice of India

Product strategy

product positioning strategy low price amul ice-creams chocolate milk was launched amul kool koko product overlap strategy amul processed cheese vs. cheese spread

diversification strategy dairy products e.g.: fresh milk, milk drinks, bread spreads, cheese products

Competitors

Britannia nestle HLL Cadbury Mother dairy