AMUL BUTTER

ABOUT THE COMPANY

 AMUL- Anand Milk Union Limited formed
in 1946 is a dairy co-operative
movement.
 Is based in Anand, Gujarat & has been a
sterling example of a co-operative
organization’s success in the long term.
 Amul has spurred the white revolution of
India.
 The turn over of Amul in 2007-08 was
Rs.52.55 billion.
HISTORY OF THE COMPANY
 The first milk Union milk was established in 1946 with
250 liters of milk.
 Amul was established in 1955, in the year 1946 the
union was known as Kaira district co-operative milk
producers union. This union selected the name Amul.
 The word Amul is derived from a Sanskrit word
“AMULYA” which means priceless.
 Shri Pandit Jawaharlal Nehru, the then prime minister
of India declared it open at Amul dairy on Nov20th,
1955.
 Amul has more than 150 chilling centers in various
villages.
DIFFERENT PRODUCTS HANDLED BY AMUL
BREAD SPREADS

Amul Butter Delicious Table Margarine

Amul Lite
MILK, DRINKS, CHEESE, DESSERTS,
MILK POWDER ETC
MARKET ANALYSIS & TYPE OF
INDUSTRY
 Market share of Amul butter is around
86%
 Market presence – available in over
500,000 retail outlets across India.
 Amul butter is made from- butter,
common salt, permitted natural color
(annatto)
 Amul comes under FMCG sector.
MARKET PRESENCE
 Demographics
Age- from 5 yrs – 80 yrs.
Sex- No bar
Income- low to high
Occupation-Any sector (not necessary)
Education- Lower to higher

 Psychographics
Personality- No discrimination.
Life style- a basic normal life to high class living std
Buying Motives-It is generic with butter category, renowned
butter available in market, loved by all consumers.
PRODUCT ANALYSIS
 Product Specification- Meets AGMARK
standards and BIS specifications.
No.IS:13690:1992.

 Product personality- It is a unisex product.

 USP- is its taste. Amul butter is made from

fresh cream by modern continuous butter
making machines.(purely vegetarian)
PRODUCT LIFE CYCLE STAGE
 Amul butter is in its Maturity stage , as it is the
most profitable stage and definitely Amul
butter is making huge profits as it dominates
the market with an overall share of 86%.

 The sale is definitely increasing but at a slower

pace, has a very strong Brand awareness and
advertising expenditure thus reduced.
COMPETITORS ANALYSIS
AMUL & ITS COMPETITION REPORT-
Amul-plans to protect near dominance
in low margin market with price.
Britannia- focusing on just top 30
cities
Nestle- an outsourced product to
complete dairy range.
FORECASTING &
PRICING
SAMPLING BEFORE RE-LAUNCH
1. Sampling Technique: Probability sampling.
 2. Sample Unit: People who buy butter
available in retail outlets, Superstores etc.
 3. Sample size: 50 respondents

 4. Method: Direct interview through

questionnaire.
 5. Data analysis method: Random sampling
method
 6. Area of survey: Mumbai, location: western
suburbs.
SAMPLING AFTER RE-LAUNCH
1. Sampling Technique: Non-Probability sampling (A
 non-probability sampling technique is that in which
each element in the population does not have an
equal chance of getting selected )
 2. Sample Unit: unmarried working class.
 3. Sample size: 50 respondents
 4. Method: self selection method.
 5. Data analysis method: Random sampling method
 6. Area of survey: Mumbai, location: All malad call
centers.
THANK YOU