Marketing report on Amul

In the beginning, I would commonplaceised to thank solely told the persons who helped me lots to substitute this commercialiseing report by providing their knowledge. First of all, I would resembling to thank my tutor Geoff who gave me chance to do this assignment and similarly gave me knowledge of all basic fundaments of securities industryplaceing. I would in a like elbow room like to thank my friend professor Jayraj Pandya who helped me to choose this topic and similarly gave me all the details regarding this report. When I was pursuing my bachelors he took me to the pose of Amul and that is the main reason I choose the equivalent topic.

VIDHI SHAHUB:-204313INTRODUCTION?mother dairy farm? Gujarat Cooperative take out Marketing Federation (GCMMF) Ltd. piss itself suggests that it is related with draw. It was established on September, 1994 in Gandhinagar having a condenser to dole out 10 lac litre of draw in a day. it is the largest co-operative movement in India with 2.2 million draw gainrs organized in 10,552 co-operative societies in 2003-2004(). The plant firstly set up at Gandhinagar, India with the purpose of to fulfill the requirement of fillting fresh draw of the consumers of the Ahmedabad and for that he handles with e truly drop of milk. Thus, it proves the anticipate of ?mother? in real manner. The some master(prenominal) aspect of mother dairy farm is it has given priority to women to supply milk and Mother dairy farm also gives reason up to(p) pr screwball to them so that they atomic number 18 fitting to survive by themselves. In the beginning its work with silver-tongued milk, pouch filling, butter oil plant and milk disintegrate plant. And by changing the time it has started yield with methamphetamine pickaxe plant, UHT plant, pouch filling expansion project and also with Mozzarella cease recently.

AMUL adjudge diverse means in distinct Indian languages. And it proves the entire name in the real manner. Likewise in Sanskrit it means ?priceless?. And this word has come from Amoolya, suggested by a fictitious character control expert person. And in the beginning Amul was came our with butter, milk pulverise, Ghee, give up, shrikhand, Ice creams, draw etc.

In times to come, MotherThe main products which are worldwide uses are milk, ghee, milk disintegrate, ice cream, UHT milk and milk products. Apart from milk products other products like soup, kadhi and pizza. Products are produced chthonian the name of ?Amul? and ?Sagar? worldwide. It has total 19 affiliated plants which corroborate a capacity to handle 6.7 million liters per day and also pass drying facilities of 510MT per day.

For pasteurizing milk it uses all the new phase of machineries. It has PLC based machinelike dairy processing plant in-built capacity to produce milk matching to the best bore standards (Ruth, Heredia, 2001). And the best quality standard was set up in 1994 with a capacity to handle with 10lac liter of milk per day. And now it is related with more than than ten thousand village cooperatives and also made long chain of volume who provides milk in the regular basis. Mother dairy has actual automatic collection system which reduces time and also increases the quality of milk. Though now it become world wide worry it never collects milk from the farmers who are 10 miles a way from the production unit and for quality adding it has developed computerized quality testing machines to check the quality of the product.

STRATEGY/ POSITINING IN THE militant MARKETStrategy dissolve be known as facilities which firm is providing to its consumers like wise location, service, facilities, prices, varieties, ect. And if come with losss to build faithful perspective in the market than it has to be a market leader so that it can able to beat the other competitors in the efficient way. It has hang oned the leader of the market by offering different products having healthy quality and belligerent price.

Amul has created successful brand by non only providing and maintaining good products but also for maintaining good relations with its customers. It means Amul has given value for money to its customers. And customer can be sharp with the product only if product gives value for money by providing service and accessibility of it.

Strategy of Amul is quite good, because, it has:?Good availability of the products and services after exchange to satisfy customers need and wants.

? expect of the customers can be satisfy only when they get good products when they can find real value of the money.

?Amul also extradite different varieties of the products and also provides different choices to the customers of different area.

Position of the market can only get by any caller-up only if it gets the line of market leader. And Amul do not pay off more competitors in the market so it has good position in the market. Even if Amul has get high position in the market by providing good quality goods.

Business can?t come off successfully in the market without competitions. And to remain steady in the market one should have to authorise such position that can able to run traffic successfully. And Mother Dairy has made such position in the market. Initially, Amul do not have many competitors in the milk market but for the other products such as ice-creams, pizza, butter and cheese it have real competition. And for getting position in the market one should have to announce its product in a better way and Amul had done its advertising in a different way. It gives born to butter girl to advertise its butter which is quite different way to the other products. For the same advertise it uses new issues happens in the market and also cook up updates with it day by day.

One of the best advertise of Amul Butter(www.motherdairy.com)Amul is India?s largest food products marketing organization with annual turn oer of US$650 million and also have large domain of dairy products in India and outside of it down the stairs the brand name of Amul and Sagar. They also have won 9 awards consecutively from APEDA, Govt. Of India for foreign business. So, we can say that it carry outd lots in a very small time.

This story is inactive continuing as it wants have new plant having capacity to receive 35 LLPD o milk. And to reach this capacity it is installing 100 MTPD milk powder plant and at the end of 2010 the plant will dismission to finish. The strategy of this conjunction is to manage world class quality and price of production. To reduce production price it always produce things in bulk quantity. They also promote its employees to reuse the products and cycle of possible energy resources.

The position of Amul is better than the position of Sagar in the market. As somehow Sagar is not more success in the market so now Mother Dairy has started all its production under the pennant of Amul only. Amul is not only producing milk products but also producing various frozen food like vegetables, pizzas etc. and also ice creams, curd, butter milk , etc.

bearing MARKETAmul has fair gameed different people by providing different products. For example, it have keistered:-?Kids by introducing Shrikhand, different flavored milk, chocolates?Teens by koko, ice creams, butter milk?It also has different kind of lassis , curd etc. to help travelers?It has newly introduced family ice cream packs and also new 5Lit milk packs for the family. It has also introduced all kind of sweets and pulps to attract family.

?Amul is basically related with diary products so all the products are useful for retired persons as they can get calcium from the product.

It is very important to luff market to achieve organization?s need and goal. So, every company wants to target such market which gives more benefits. To target any market every company needs to know the need of the consumers. Without acute the need of the consumer?s one can not target the market easy. After getting the need of the consumers one should have to advertise its product in such a way which puts necessary effects in the mind of the consumers and they attracted towards it.

Mother Dairy has beginning with a very small business. But referable to effective marketing chain and by having efforts to satisfy different kind of consumers. Because need of the consumers varies from one to another. In the beginning it provided milk to only limited areas of Ahmedabad and Gandhinagar. In India slowly it has started business in different stats like Delhi, Haryana, Uttar Pradesh, Maharastra, Andra Pradesh, ect. It also had spread its market in other countries like but as its start increment it has also spread its business with other parts of the countries like UAE, Canada, Africa, Australia, USA, etc.

It has also introduced variety o the products in the market under the banner of Amul, Sagar and Amul has also launched new products under the banner of Dhara. And this banner Amul produced vegetable oil which is highly succeeded in India. By sightedness this process one can predict this in a few(prenominal) times Mother Dairy shall strive to become a leading player in the food industry in India.

To target international people it has started manufacturing different products like dairy whitener, table butter, UHT, skimmed and full cream milk powder and all fruit-vegetable products such as mango pulp, banana puree, mango slice, juices, jams, ketch ups, etc. So, we can say that Mother Dairy has followed different strategies to target different kind of people.

Dairy shall sIn times to comTargeted market of Amul towards different age peoplePRODUCTSAmul were marketed its products through 50 gross sales offices located across India to 4000 wholesalers. And again wholesalers made chain of more than 50000 retailers to sale its products to different consumers across the country.



?Product is anything that can be offered to a market to satisfy need or want? (P.Kotlar, L.Brown, S.Adam, G.Armstrong). Consumers always want to purchase which is highly affordable and easily available. Amul have lots variety in products to fulfill take away of the various kinds of consumers.

Here is a list of different products produced by Amul to satisfy different kind of consumers:-Bread spreads:?Amul Butter?Amul Lite broken Fat Breadspread?Amul Cooking ButterCheese assert:?Amul Pasteurized Processed cheddar cheese Cheese?Amul Processed Cheese Spread?Amul Pizza (Mozarella) Cheese?Amul Shredded Pizza Cheese?Amul Emmental Cheese?Amul Gouda Cheese?Amul Malai Paneer (cottage cheese)? utterly Delicious PizzaMithaee come in (Ethnic sweets):?Amul Shrikhand (Mango, Saffron, Almond Pistachio, Cardamom)?Amul Amrakhand?Amul Mithaee Gulabjamuns?Amul Mithaee Gulabjamun Mix?Amul Mithaee Kulfi Mix?Avsar LadoosUHT draw Range:?Amul Shakti 3% plonk take out?Amul Taaza 1.5% fat Milk?Amul favourable 4.5% fat Milk?Amul Lite Slim-n-Trim Milk 0% fat milk?Amul Shakti tone Milk?Amul Fresh slam dance?Amul Snowcap Softy MixPure Ghee:?Amul Pure Ghee?Sagar Pure Ghee?Amul Cow Ghee infant Milk Range:?Amul Infant Milk Formula 1 (0ened Condensed Milk)?Sweetened Condensed Milk-6 months)?Amul Infant Milk Formula 2 ( 6 months above)?Amulspray Infant Milk FoodMilk Powders:?Amul Full Cream Milk Powder?Amulya Dairy blanching agent?Sagar Skimmed Milk Powder?Sagar Tea and Coffee whitener?SweetFresh Milk:?Amul Taaza Toned Milk 3% fat?Amul Gold Full Cream Milk 6% fat?Amul Shakti alike(p) Milk 4.5% fat?Amul Slim & Trim Double Toned Milk 1.5% fat?Amul Saathi Skimmed Milk 0% fat?Amul Cow MilkCurd Products:?Yogi Sweetened Flavored Dahi (Dessert)?Amul Masti Dahi (fresh curd)?Amul Masti Spiced Butter Milk?Amul LasseeAmul Ice creams:? purple overlay Range (Butterscotch, Rajbhog, Malai Kulfi)?Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond)?Natures Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)?Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)?Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)?Utterly Delicious (Vanila, Strawberry, chocolate, Choc chips, Cake Magic)Chocolate & Confectionery:?Amul Milk Chocolate?Amul Fruit & Nut ChocolateBrown Beverage:?Nutramul Malted Milk FoodMilk present:?Amul Kool Flavored Milk (Mango, Strawberry, Saffron, Cardamom, Rose, Chocolate)?Amul Kool CafeHealth Beverage:?Amul Shakti White Milk Food(www.amul.com)MARKETING MIX ? 4P?s OF MARKETING,Before deciding marketing mix every company has to check its marketing strategies. Marketing mix is one of the most important concepts of marketing without deciding it no company can run its business easily.

Out of these 4 P?s the most important P is product. If company don?t have product to sale it can not take position in the market. Without product company can not cost in the market. So, the main thing is product. Product can every goods or service. Product also includes design, packaging, services provided after sale and also warranty and also brand name of the company without which it do not have any identification.

Amul is producing different products to target different kind of people as it said above.

COMPETITIVE SET ?MAIN COMPETITORS IN THE MARKETCompetitors are the people who are producing the same goods as the company producing. Competitors are necessary in current market as market can not do without competitors. Amul is producing different thingsAmul also has launch new kind of pizza of costing 20 Rs. to remainCONCLUSIONSAmul is one of the successful brands in India who has created its brand name in dairy products which is marketed by Gujarat Co-operative Milk Marketing Federation.(GCMMF). It is now become spearheading of the cooperative industries in India as it has covered most of the market in very brief time. It has also proved that Indian farmers have enough skills and abilities to be in direct colligate of the consumers. It has followed such a manner through which it can remain in direct touch of the consumers and fulfill their demand. Amul have big competitors in different products still he is able to make leader position in the market.

REFERENCES: ?Heredia, Ruth. (2001) The Story Of Amul(1st edition), Hardcover, India?Philip Kotlar, Linden Brown, Stewart Adam, Gary Armstrong.(2004) Marketing(6th edition), Pearson Education Australia: Australia?www.amul.com

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