The product lines may range from one to many and the company may have many products under the same product line as well. How to merge pdfs and combine pdf files adobe acrobat dc. Amul doodh is an ideal drink for people of all age groups. Amul distributes over a million liters of milk per day, it also collects and processes various milk products, during the peak, on behalf of more than a thousand village individually owned by half a million farmer members. Market analysis and sales development of amul milk marketing project topics, mba base paper, advertising thesis ideas, dissertation, synopsis, abstract, report, full pdf, working details for marketing management mba, diploma in business, btech, be, mtech and msc college students for the year 20152016. Amul company has many other products ranging from milk to ice creams. Identified as a dairy cooperative based in anand, amul is a gift from the indian state of gujarat. The product strategy and mix in mother dairy marketing strategy can be explained as follows. Amulya, a premium dairy whitener from the house of amul is the favourite choice of all tea and coffee lovers across india. Product system and product mix of amul and hul slideshare.
All of these product lines when grouped together form the product mix of the. Marketers must determine the assortment of products. Indian dairy industry driven by valueadded products. One of the flagship products of amul, the marketing mix of amul butter has been almost perfect over the years. The amul federation has achieved a compound annual growth rate of more than 17. With this broad perspective in mind, it is now appropriate to consider products in identifiable groups. Amul butter, amul cheese and amul ice cream are cash cows for amul as they have the major market share in their product category. Case study on marketing strategy of amul by netra shetty. This document was uploaded by user and they confirmed that they. Milk products such as curd which were largely home products are currently available. Click add files and select the files you want to include in your pdf.
Amul anand milk union ltd to prevent the exploitation of milk producers at the. This is a research report on case study on marketing strategy of amul by netra shetty in case study category. Nandini milk products, for instance, is pushing healthy sweets. The gujarat cooperative milk marketing federation ltd. Having a top of the mind positioning, excellent supply chain channels, amazing product line, and the low pricing strategy have all helped the brand grow.
They are ruling in the digital marketing industry for their banners, and political news feeds. Buy amul milk, cheese and other products online at. Amul sells around 4,00,0005,00,000 litres of uht milk and other value added products per day and forecasts this demand to continue growing at 25%. A product mix is the set of all products and items a particular seller offers for sale. Marketing mix of 4ps for competitive advantage meera singh1 1 computer department h. For several years the kaira cooperative supplied milk and allied products. Amul too has become a symbol of the aspirations of millions of farmers.
The project basic objective was to acquire a deeper understanding of the product and apply the concepts related to marketing mix, 4ps of marketing and the consumer behavior as learnt in the course. The brand name amul has many milk products under its wings like milk, cheese, sports drink but the most common and popular product is the amul. In amuls case marketing strategy and branding have been the mantras of success as amul brand is one of the super brands of indian market. Mother dairy product portfolio is majorly divided based on the three brands mother dairy, dhara and safal. Decide on the products to be manufactured at various milk unions productmix and. Amul product portfolio is comprised mainly of dairy products. Amul has certain products which are stars whereas others are cash cows. Product product is defined as a physical product or service to the consumer for which he is willing to pay. It mainly involves all the available dairy products. As a result, kaira district milk union limited was born in 1946.
Additional capacities in cheese and chocolates amul 3000. Gujarat cooperative milk marketing federation gcmmf, anand, gujarat. To market the products in broadest sense every company needs to create a successful mix of right product at right price at the right place through right promotion. A complete product listing of amul is provided in appendix b today amul butter, amul milk powder, amul ghee, amulspray, amul cheese, amul chocolates, amul shrikhand, amul ice cream, nutramul, amul milk and amulya have made amul a leading food brand in india. While we may take pride in inspiring the whole nation and revolutionize the dairy cooperative movement in our country alleviating hardships of millions of dairy farmers and placing india in number one position in world in milk production, we remain humble in our approach and development firmly believing in that the true development of an organization or nation lies in. The values that brand amul imparts can be comprehended through its slogan brand name amul is not a generic name for the milk and milk products category but, it is one of those brand names that pulls a chord with every india both rural and urban corporate branding amul is the primary brand that is marketed by gcmmf. Panjiva uses over 30 international data sources to help you find qualified vendors of amul. Introduction of the study customer satisfaction is a persons feelings of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her. Hindustan lever limited, as a result of a merger between lever brothers, hindustan vanaspati mfg. Amul case study the leading brand of india course inbox. Amul manufacturers suppliers of amul product and company,us import trade data panjiva. This is because amul is not only present in ice cream, but also in milk, butter, cheese and other. Marketing mix of amul ice cream amul ice cream marketing mix.
Amul impelled indias white revolution, which made the country the worlds largest producer of milk and dairy products. To know which advertisement tool is mostly preferred by people. Sodhi of amul has a word of caution for the newage dairy companies. Amul tspecial premium dairy whitener is produced into state of the art, fully automatic, ultra modern powder plant which gives it excellent taste and solubility to enjoy your cup of tea and coffee. The width of the product mix refers to the number of product lines a company has. The marketing strategy is the framework of a marketing plan. Amul s product range includes milk powders, milk, butter, ghee, cheese, curd. Product and product mix free download as powerpoint presentation. Amul is one of the leading brands in milk products in india. It is pasteurized in stateoftheart processing plants and pouchpacked to make it conveniently available to consumers.
India, in its quest to become a matured dairy industry, is aggressively. The management of the brand name is done by the gujarat co operative milk marketing federation ltd gcmmf which is a cooperative organization. Amul was set up in 1946 and its full form is anand milk producers union ltd. It has the highest milk fat content among all the dairy whitener brands in india that makes it the creamiest dairy whitener. No matter how many health butter replacements are available in the market, amul butter is amul butter. Buy tasty and healthy amul products online at lowest prices on bigbasket and get them delivered to your home. It has a history of over 75 years and its business has grown tremendously stepping at higher growth and satisfying consumer needs by giving higher and superior quality of brands. Based at anand, gujarat, it is managed by the gujarat cooperative milk marketing federation ltd. Review of literature on amul 1892 words 8 pages a study on customer satisfaction towards amul product in coimbatore city chapter1 aintroduction 1. Presently amul is the number one brand in india with their outlets and franchise that has sold more than 50 products including amul milk, ghee, cheese, chocolates, icecreams beverages and much more. As they promote all their products under one common brand name amul, it allows to gain more brand visibility and results in lesser marketing and advertising costs.
The financial performance of dairy companies is also influenced by a mix of b2b and b2c sales along with the product mix of vap and liquid milk. Project on amul cheese 2 free download as powerpoint presentation. Amul products buy amul dairy products online at best prices. The marketing mix comprises of four decisions which should be considered before launching a product. Jul 30, 2015 when contacted samir saxena, amul s head of the quality assurance and new product development department based at anand in gujarat, said that some times milk pouches get damaged during transit as. Nov 18, 2014 product system and product mix of amul and hul 1. Marketing mix of amul 4ps of marketing mix of amul. New products check out this vast and evergrowing range of tasteful amul delectables.
Based on 50 years of amul advertising book online at best prices in india on. Market analysis and sales development of amul milk. You have selected an acrobat standard dc product that is only available for windows. It all started in 1946, when the farmers, oppressed by constant changing prices of the polson dairy, came together to start a cooperative. Product mix, also known as product assortment, is the total number of product lines that a company offers to its customers. To know the preference of amul ice cream with comparison to other competitive brands. A product system is a group of diverse but related items that function in a compatible manner. In amul s case marketing strategy and branding have been the mantras of success as amul brand is one of the super brands of indian market and it has established its contract with customers. Amul has spurred the white revolution of india, which has made india the largest producer of milk and milk products in the world. Amul has a very diverse product range in its marketing mix. The planning of marketing activities can be used in all the marketing mix elements. Market analysis and sales development of amul milk marketing project topics, mba base paper, advertising thesis ideas, dissertation, synopsis, abstract, report, full pdf, working details for marketing management mba, diploma in business, btech, be, mtech. Up to 25% off on amul products when you order online from bigbasket. We will discuss about how a company manages its products.
The actual meaning of this symbol is coordination of hand of different people by whom this. Produce an appropriate blend of the policy makers farmers board of. Scribd is the worlds largest social reading and publishing site. Product strategy amul should concentrate on pizzas more rather than thinking it as a means to increase the sales of. Amul turnover grows 8% to rs 29,085 crore in 201718 amul has been achieving a compound annual growth rate of more than 18% for the past eight years because of higher milk procurement, continuous expansion and new products. They deal with two unrelated stimuli that blend to produce humor. Mainly dealing with dairy and dairy products, amul name is synonymous with trust and quality. Marketing mix of amul butter amul butter marketing mix. By sharing your knowledge in terms of notes, research reports, discussions, articles etc. An exclusive project report on hindustan unilever limited hul.
Select multiple pdf files and merge them in seconds. Cooperative milk marketing federation gcmmf, and the architect of the world. Hardik gupta krishan kumar yadav sachin bhambhoriya rajveer jat 2. Amul product focused on bringing more productive products and expanding the market rapidly. I have tried other brands and butter alternatives like nutralite but at the end of the day i would suggest if you are on a diet, eat less butter but eat amul butter. Amul tspecial premium dairy whitener from the house of amul is the new addition in its milk powder portfolio. Marketing mix of amul understanding 4ps of marketing mix of amul.
However, when compared with the same type of product, then amul has a high market share. Read this article to get information on marketing mix. Living by every word of amul the taste of india tagline, this brand predominantly offers packed milk, milkbased drinks and. Review of literature is the important step in a research work, which has to be done adequately in order to. Amul milk samples after complaints, fda collects samples. You can merge pdfs or a mix of pdf documents and other files. Amul uses the milk obtained from their primary source and then turn it into different products after going through various process. Formed in 1946, amul is the indian name for an entire product line of dairy offerings.
The second competitive advantage is the wide product portfolio due to which it can run amul shoppes and also have its products present in retail. Amul has evolved from its traditional image and now is a symbol of many things. It is also the worlds biggest vegetarian cheese brand 2. We took up amul ice cream as a product for our study and analysis. Amul turnover grows % to rs 33,150 crore in 201819. What moonstruck everyone was the constant growth it gained to become indias largest milk cooperative. A brand name managed by gujarat cooperative milk marketing. It includes half of the material goods, such as furniture, clothing and grocery items and.
Amul was spearheaded by tribhuvandas patel under the guidance of sardar vallabhbhai patel. Amul turnover grows 8% to rs 29,085 crore in 201718 the. Split, merge, extract pages, mix and rotate pdf files. Check out wide varieties of tasty dairy products of amul like amul ghee and sagar ghee, amul butter, amul ice cream, amul masti dahi, sweetened condensed milk, sfurti uht milk and many more.
To know in which segment ice cream are mostly likepreferred. Anand milk union limited or amul india is an indian cooperative dairy company, formed in 1948. Reasons for success robust supply chain the vast and complex supply chain hierarchical network of cooperatives stretches from small suppliers to large fragmented markets low cost strategy amul adopted a lowcost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money diverse product mix amul butter, milk powder, ghee. Mar 09, 2019 one of the flagship products of amul, the marketing mix of amul butter has been almost perfect over the years. A twohorse race that became threehorse competition, with nestle joining in. Based on 50 years of amul advertising by dacuncha communication by gujarat cooperative milk marketing federation ltd wed love you to buy this book, and hope you find this page convenient in locating a place of purchase. Pav bhaji made with any other butter does not taste like real pav bhaji. A product mix or product assortment is the set of all products and items that a particular seller offers for sale to buyers. Amul manufacturers suppliers of amul product and company.
Amul is a brand that believes in mass consumption and all its product prices are kept at such levels that they can easily be purchased by its consumers. Check out this vast and evergrowing range of tasteful amul delectables. Buy amul products online formed in 1946, amul is the indian name for an entire product line of dairy offerings. The brand name amul has many milk products under its wings like milk, cheese, sports drink but the most common and popular product is the amul butter. At the crack of dawn ten million farmers of gujarat start milking their cowsa way to financial independence. Search and upload all types of case study on marketing strategy of amul projects for mbas on.
The amul groups turnover exceeded rs 45,000 crore, which is also % higher than last year. This study throw lights on significance of brand building for achieving brand equity by taking a case study on amul dairy products. Discuss product strategy by amul within the marketing management rm, im forums, part of the resolve your query get help and discuss projects category. Start your free trial of acrobat dc and easily combine multiple files into one pdf document. Amul spurred indias white revolution, which made the country the worlds largest producer of milk and milk products. And in fact, amul chocolates are question marks because they have very low market share in a growing market. A brief description of basics of a product and product mix. The brand amul is a movement in dairy cooperative in india. Market analysis and sales development of amul milk marketing projects. The uht products have enabled amul to position itself as the market leader in packaged milk segment without the need of maintaining cold supply chains.