Amul anand milkproducers union limited, formed on december 14. In 20, rahul kumar, the managing director of amul dairy, indias leading dairy firm, had to decide how to position his firm for the future in light of indias growing population and demand for dairy. The management of the brand name is done by the gujarat co operative milk marketing federation ltd gcmmf which is a cooperative organization. Gujarat coop milk marketing fed amul sales turnover. Introduction amul formed in 1946 this name has its origin in the sanskrit word amoolya, meaning priceless and was actually suggested by an employee of gujarat cooperative milk marketing federation ltd. Scribd is the worlds largest social reading and publishing site. A person aspiring to enter in management profession must have practical knowledge of the subject. This report covers the product mix of amul across all categories, studies its distribution model in india and has an in depth study on the distribution channel of amul products in the state of goa. Amul anand milk union limited, formed in 1946, is an indian dairy cooperative, which is based at anand in the state of gujarat. The marketing mix comprises of four decisions which should be considered before launching a product. The gujarat cooperative milk marketing federation gcmmf, which markets dairy products under the amul brand, is looking at 4060 new. Lets dig deep into the marketing mix of amul and understand what really makes it different from its competitors.
Marketing strategy of amul amul marketing strategy. 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. The urban market for milk products the dairy boards programmes and. Technoeconomic feasibility for manufacture of a product mix assigned by the training. Amul too has become a symbol of the aspirations of millions of farmers. Amul mithaee gulabjamun mix amul mithaee kulfi mix. For example product mix of bajaj company has more than 100 items in various product lines, such as fans, bulbs and tubes, heaters, motorbikes, shooters, richshow, processing machines, and many other ranges. Amul product list and its brand range amul product focused on bringing more productive products and expanding the market rapidly. By establishing these parameters, you can decide what aspect of your dairy business to highlight and where will be the most effective place to advertise to capture your target audience. Beware of falsefake websites using the name of amul and collecting money to offer dealershipfranchisee of amul. Established in 1946, amul as its tagline amulthe taste of india has made a special place in the hearts of every consumer through its quality and taste. It is a matter of great pleasure in preparing this project on such esteemed organization. It refers to the total number of items in all the product lines in product mix. Over the years in 1965 the national dairy development board nddb was established at anand to replicate the amul model throughout the country as district unions multiplied, kaira cooperative recognized the benefits of a marketing federation and thus the gujarat cooperative milk marketing federation gcmmf was established in 1973 gcmmf commenced marketing on april 1, 1974.
Through advertisement they have often raised voice against issues, which are otherwise not considered relevant in fmcg product advertising. When marketing a dairy product, the most important aspect of your strategy is determining your competition and audience. Britannia, gcmmf guarantees that the product mix and the series in. Amul was set up in 1946 and its full form is anand milk producers union ltd. Amul has a very diverse product range in its marketing mix. Amul milk samples after complaints, fda collects samples. Amul was managed by gujarat cooperative milk marketing federation ltd. The chairman added that amul plans to enhance its milk processing capacity from the current level of 281 lakh litres per day to 380 lakh litres per day in the next five years. With this broad perspective in mind, it is now appropriate to consider products in identifiable groups. Nov 18, 2014 product system and product mix of amul and hul 1.
It is an established fact that the amul advertisements are consistent. Walk in to any amul or gujarat cooperative milk marketing federation. 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. One of the leading dairy products brand, amul, has a diverse product portfolio and offers a variety of dairy products. 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. 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. A product mix or product assortment is the set of all products and items that a particular seller offers for sale to buyers. Identified as a dairy cooperative based in anand, amul is a gift from the indian state of gujarat. Amul product focused on bringing more productive products and expanding the market rapidly. Amul has a diversified product portfolio and has been able to cater to the needs of all the segments from kids to old alike. 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. Preface amul is the pride not only of gujarat but also of entire country. The brand name amul has many milk products under its wings like milk, cheese, sports drink but the.
Up to 25% off on amul products when you order online from bigbasket. Project on amul cheese 2 free download as powerpoint presentation. A product system is a group of diverse but related items that function in a compatible manner. Marketing mix of mother dairy analyses the brandcompany which covers 4ps product, price, place, promotion and explains the mother dairy marketing strategy. From amul lite to amul icecream to amul beverages, the product portfolio of amul has something for every age group of customer. Marketing mix of amul 4ps of marketing mix of amul. We can provide you detailed project reports on the following topics. Amul the taste of india report on the product mix and distribution of amul products. With a presence in almost every product which can be made by milk, amul has won over hearts along with market share to become a highly. Product mix of amul includes milk, bread spreads, cheese, dahi, ghee, mithai, icecream,paneer and beverages. 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.
Discuss product strategy by amul within the marketing management rm, im forums, part of the resolve your query get help and discuss projects category. As a result, kaira district milk union limited was born in 1946. As of 2020, there are several mother dairy marketing strategies like product service innovation, marketing investment, customer experience etc. Amul advertisement simple and consistent brand strategy. 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. Product mix of amul himanshu ahire dhiraj kakati 05 executive full time pgdm 20092010 trimester 2 symbiosis institute of management studies symbol of amul anand milk union ltd. Product line includes all the different types of icecream provided by amul like epics, bar, frostick. The objective of industrial visit is to gain insight into practical knowledge in a. A product mix is the set of all products and items a particular seller offers for sale. Read this article to get information on marketing mix.
Pestle analysis of amul analyses the brand on its business tactics. Click, drag, and drop to reorder files or press delete to remove any content you dont want. The product line and product depth of amul icecream is shown below. In this article, i have done a similar analysis and have compiled the swot analysis of amul amul is a milk cooperative founded by mr. They do a great job in selecting a trending topic and make an ad about it. Amulsagar ghee is an ethnic product made by dairies with decades of experience, and rich source of vitamin a,d,e and k. Buy tasty and healthy amul products online at lowest prices on bigbasket and get them delivered to your home. In one of my previous articles, i had done a detailed swot analysis of a really fascinating brand, patanjali ayurveda. 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.
The brand amul is a movement in dairy cooperative in india. Amul is one of the leading brands in milk products in india. You can merge pdfs or a mix of pdf documents and other files. Doc final report mkt344 sec5 amul saika mehnaz academia.
Each meeting has its preset format in terms of purpose, agenda and limit. Amul product portfolio is comprised mainly of dairy products. Amul has evolved from its traditional image and now is a symbol of many things. 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. 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 and it has established its contract with customers. Currently amul manufactures milk, milk powder, sweets, ghee, butter, cheese and many other widely used dairy items. 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. Amul pestle analysis pestel analysis of amul mba skool.
Mar 09, 2019 one of the flagship products of amul, the marketing mix of amul butter has been almost perfect over the years. Product strategy amul should concentrate on pizzas more rather than thinking it as a means to increase the sales of. The pestle analysis highlights the different extrinsic scenarios which impact the business of the brand. Amul butter, amul cheese and amul ice cream are cash cows for amul as they have the major market share in their product category. Products amul has miscellaneous products mostly related to milk.
The product mix of amul includes milk, bread spreads, cheese, dahi, ghee, mithai,icecream,paneer and beverages. Marketing mix of amul analyses the brandcompany which covers 4ps product, price, place, promotion and explains the amul marketing strategy. Amul is successful in making the strong and valued product portfolio, which is maily consist of all dairy products like amul butter, amul icecream, and amul cheese are considered as cash cows because these products are successful in capturing the highest market share in individual product category. 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.
Living by every word of amul the taste of india tagline, this brand predominantly offers packed milk, milkbased drinks and. 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. 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. Project report on dairy products pdf projects on milk dairy products, butter, cheese, milk, ghee, ice creams, chocolate. 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. Over the years in 1965 the national dairy development board nddb was established at anand to replicate the amul model throughout the country as district unions multiplied, kaira cooperative recognized the benefits of a marketing federation and thus the gujarat cooperative milk marketing federation gcmmf was established in 1973 gcmmf commenced. Amul was spearheaded by tribhuvandas patel under the guidance of sardar vallabhbhai patel. Marketing mix of 4ps for competitive advantage meera singh1 1 computer department h. Marketing mix of amul butter amul butter marketing mix. The marketing mix consisting of the four ps are described in case of amul. How to merge pdfs and combine pdf files adobe acrobat dc.
Amul started the business with milk as its starting product which is still their most demanding product. Amul uses the milk obtained from their primary source and then turn it into different products after going through various process. One of the flagship products of amul, the marketing mix of amul butter has been almost perfect over the years. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. It includes product mix, product line and product depth of amul. Dec 07, 2017 be it ghee, cheese, butter or yogurt, amul is clearly the market leader in most valueadded dairy categories. Buy amul products online formed in 1946, amul is the indian name for an entire product line of dairy offerings. Hardik gupta krishan kumar yadav sachin bhambhoriya rajveer jat 2. She already completed 50 years, amul celebrated her golden jubilee a couple of years ago. Mix avsar ladoos pure ghee amul pure ghee sagar infant milk. It mainly involves all the available dairy products. But with changing time and changing demand, amul added more items to its product list.
The product strategy and mix in amul marketing strategy can be. Check out this vast and evergrowing range of tasteful amul delectables. Amul is the name of the indian dairy brand which emerged in the country even before the white revolution marked its occurrence. Amulsagar ghee is made from fresh cream and it has typical rich aroma and granular texture. New products check out this vast and evergrowing range of tasteful amul delectables.
The actual meaning of this symbol is coordination of hand of different people by whom this. Amul to add over 50 dairy products in the next two. Beginning with liquid milk, gcmmf enhanced the product mix through the. By sharing your knowledge in terms of notes, research reports, discussions, articles etc.