Amul Market Potential

2. • Current market Share : 65 %
• Market Potential in milk shed area is 231 lakh kg
per day (23.1 million kg per day)
• It can grow at a annual rate of 4%
• Amul has a 40% market share in the icecream
and frozen desserts business, estimated at an
annual revenue of Rs. 2,500 crore and Market
Potential of growing 20 %
Market Potential Of Amul

3. Target Market of total
market
1st Phase 35%
2nd phase 50%
3rd Phase 65%
Financials
Market share
2012 25%
2013 28%
2014 31%
2015 34%
2016 37%
2017 40%

4. • Concept1 :Pricing Strategy
• Amul follows Penetration Pricing Strategy by using
low cost pricing for its products
• To make the product affordable and Value for money
• Product Positioning Strategy
• Concept 2 : Distribution (Physical Outlets ):
Changing The retail environment
• Striking on its own with Amul outlets or parlors to
deliver consumer total brand experience.
3 Concepts of B2b

5. • Concept 3 : AIDAS Theory of Selling
• Amul uses the AIDAS theory of selling. AIDAS
stands for Attention, Interest, Desire, Action,
Satisfaction.
• Amul sells its products by gaining attention of
the distributors to its product, Creating interest ,
desire , action and satisfaction
•