Product Management

AMUL

• Amul (Anand Milk Union Limited) is an Indian dairy cooperative

society based in Anand, Gujarat. Founded in 1946, Amul is managed
by the Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by 36 lakh (3.6 million) milk
producers in Gujarat.
Founders:- Verghese Kurien, Tribhuvandas Kishibhai Patel
Customer Service :- 1800 258 3333
Headquarters:- Anand, Gujarat.
Owner:- Dairy Producers
Revenue:- 52000 crores INR (US$6.5 billion, 2022)
Founded:- 14 December 1946
Number of Employees:- 1000 (Officers and Employees), 3.6
million (Milk Producers)
 Product Characteristics

• High Quality :- Amul ensures that all its products meet stringent quality standards. The company maintains rigorous
quality control processes, from milk collection to final product packaging, ensuring that consumers receive fresh and
pure dairy products.

• Wide Variety :- Amul offers a diverse range of dairy products, including milk, butter, cheese, yogurt, ice cream,
chocolates, and more.

• Affordability :- Amul products are known for being reasonably priced, providing value for money to consumers.

• Innovation :- Amul continuously innovates in product development, introducing new flavors, packaging, and product
lines to meet the changing tastes and preferences of consumers.

• Nutritional Value :- Amul products are rich in essential nutrients such as proteins, vitamins, and minerals,
contributing to a balanced and healthy diet.
 Product Classification
Dairy Products Ice Creams and Beverages Pouched Products Nutrition and
Desserts Health Products

Milk Varieties Ice Creams Flavored Milk Pouched Milk Probiotic Products
(Full Cream Milk, (Cups, Cones, Family (Amul Kool)
Toned Milk) Packs, Ice Cream
Bars)
Butter and Ghee Frozen Desserts Milk Shakes Pouched Butter Milk Amul Spray
(Sugar free ice (Amul Kool Koko,
creams, Amul Prolife Amul kool café)
probiotic wellness)
Cheese Health Drinks Amul Nutramul
(Cheese Slices, (Amul pro, yogurt
Cheese Spreads, based drink)
Mozzarella)
Yogurt and Curd
(Amul Masti Dahi)
 Product Differentiation and Positioning

• Differentiation:- Focus on quality,

affordability and wide range of dairy
products.

• Positioning:- “The Taste of India”-

emphasizes tradition, quality and trust.
• Value for Money Brand

• Commitment to Farmers

• Health and Wellness Focus

 Product Design:- Amul Girl Mascot
1. User-Friendly Packaging: Amul products are designed with convenient, user-friendly packaging

for easy handling and storage.

2. Brand Consistency: All products feature the recognizable Amul branding, ensuring consistent

brand identity across the range.

3. Visual Appeal: Attractive and colorful designs make Amul products stand out on retail shelves.

4. Innovative Formats: Introduction of new product formats, such as single-serve packs and family-

sized options, cater to various consumer needs.

5. Sustainability: Increasing focus on eco-friendly packaging solutions to reduce environmental

impact.
 Product Mix

• Dairy Essentials: Includes milk, butter, ghee, and cheese, catering

to everyday consumer needs.

• Frozen Delights: Offers a variety of ice creams and frozen desserts

in numerous flavors and sizes.

• Beverages: Range of flavored milk, milkshakes, and health drinks

for different taste preferences.

• Probiotic and Health Products: Includes probiotic yogurt, low-fat

milk, and sugar-free ice creams for health-conscious consumers.

• Culinary Ingredients: Includes products like paneer, cream, and

dairy whitener for cooking and baking needs.
 Product Line Extensions

• New Flavors: Introduction of new ice cream and flavored milk variants to keep the
product range exciting.

• Health Variants: Launch of low-fat and probiotic versions of milk and yogurt to
cater to health-conscious consumers.

• Convenience Packs: Single-serve and portable packaging for on-the-go consumption.

• Gourmet Products: Addition of premium cheese and butter variants for the gourmet
segment.

• Kid-Friendly Options: Introduction of fun and nutritious products aimed at children,

like Amul Kool Koko and cheese spreads in playful packaging.
Competitors

• Mother Dairy

• Nestlé

• Parag Milk Foods

• Britannia

• Local Dairy Brands

• Kwality Wall’s
 Product Strategy

• Product Line Breadth: Offering a wide range of products to cater to diverse consumer needs.

• Product Depth: Providing multiple variants within product categories to cater to specific preferences.

• Product Consistency: Maintaining high-quality standards across all products.

• Product Innovation: Continuously introducing new products and variants to stay ahead of
competition.

• Product Positioning: Clearly defining the target audience and positioning products accordingly.
 Product Life Cycle Of Amul Butter
• Introduction
• Launch
• Marketing
• Growth
• Increased Demand
• Market Expansion
• Maturity
• Established Brand
• Product Extension
• Saturation
• Intense Competition
• Innovation
• Decline
• Market Changes
Product Hierarchy
 Mix Pricing

• The main USP of Amul brand is its low

pricing. It hits at the transnationals by
reducing its prices on its product
portfolio.

• The competitive advantage is its

“backward integration” strategy, which
helps substantially in cost reduction.
 Amul Co- Branding
• Collaborations with Other Brands :- Amul partners with other brands to create
unique product offerings that combine the strengths of both brands.
• Example: Amul has collaborated with popular food chains and restaurants to use
Amul cheese and butter in their dishes, enhancing brand visibility and consumer
trust.

• Joint Marketing Campaigns :- Conducts joint marketing campaigns with partner

brands to leverage combined brand equity. These campaigns often highlight the
complementary benefits of the products from both brands.