Amul is the largest cooperative movement in india with 2. Advertising to promote an institution or organization, rather than a product or service, in order to create public support and. Marketing mix of amul ice cream amul ice cream marketing mix. White flood cooperatives was totally based on amul model. Marketing strategies of mother dairy brand brandyuva. The case of amul cooperative, india 1 i gratefully acknowledge the support received from amul, idrc,canada, center for developing area studies, mcgill, cida, and center for strategy studies, mcgill by way of funding. Strategy for amul marketing by jaydevsen2012 in types research e research paper. If you continue browsing the site, you agree to the use of cookies on this website. Without stepping in the hardcore marketing, amul has made its way of success. The brand name amul, sourced from the sanskrit word amoolya, means priceless. By establishing these parameters, you can decide what.
Some of the major strategies adopted by fmcg companies for making their brands outstanding compared to competitions are as follows. It was suggested by a quality control expert in anand. Project on marketing strategies of amul management paradise. 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. Amul brand marketing strategy free download as powerpoint presentation. Tata consultancy services tcs marketing mix 4ps strategy. This is a research report on case study on marketing strategy of amul by netra shetty in case study category. Marketing and selling strategy of amul amul is the largest cooperative movement in india and as the countrys largest food company, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. A project report a project report on amuls supply chain management 1 index 1 introduction to amul 3 2 strategies of amul 5 3 amuls supply chain. Gedela rakesh varma research scholar, department of commerce and management studies, andhra university, visakhapatnam530003. The choice of product mix and the sequence in which amul. Marketing and selling strategy of amul pic amul is the largest cooperative movement in india and as the countrys largest food company, is the market leader in butter, whole milk, cheese, ice. Large production capacity amul is a brand managed by the gcmmf gujarat cooperative milk marketing federation ltd, a cooperative body that provides about 17. Analyzing the effectiveness of marketing strategies in the.
There were even controversies when amul commented on national political events such as emergency in india in 1976. An analysis of the marketing and branding strategies of amul butter in india slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Amul is one of the respected and best brands in india. Slide 15 segmentation,targeting and positioning of amul. Amul anand milkproducers union limited, formed in 1946, is a dairy cooperative movement in india. 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.
A consistent advertisement elevating brand identityamul. Customer analysis in the marketing strategy of amul the typical customers of amul belong to the sec b and sec c segment wherein they are either middle class or lower class. Amul too has become a symbol of the aspirations of millions of farmers. 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. Amul s products were priced 2040 % less than those of its competitors. Mainly two type of communication strategy was adopted by amul. Amul has used following medial platform for creating a high brand equity. 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.
Mainly dealing with dairy and dairy products, amul. Rupali satsangi abstract organizational structure can improve the working condition of an organization and a poor structure can ruin all the possibilities of openness, dynamism and decisionmaking. Marketing and selling strategy of amul pic amul is the largest cooperative movement in india and as the countrys largest food company, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. The utterly butterly amul girl is an icon of the middle class india right from 1967. Marketing strategies of amul creative blog on indian. Marketing mix of amul 4ps of marketing mix of amul. Market analysis and sales development of amul milk. Acropdf a quality pdf writer and pdf converter to create pdf files. Objectives of the study the study would analyze the product positioning strategies of amul. Segmentation,targeting and positioning of amul bbamantra. Be sure to look at market size with respect to geography and to industry. Products that cover a huge market segment and are used on the daily basis like milk, ghee, icecream. 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.
The success of this strategy is well recognized and remains the main plank of amuls strategy even today. When amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. Case study on marketing strategy of amul by netra shetty. Formed in the year 1948, amul is a brand not only well known in india but is also gaining popularity in overseas markets. Amul in general uses mass marketing and therefore it targets these 2 classes majorly. Jaladi ravi professor, department of commerce and management studies, andhra university, visakhapatnam530003.
The marketing strategy of amul covers various aspects of the business right from segmentation and. Scribd is the worlds largest social reading and publishing site. The product strategy and mix in amul marketing strategy can be. Search and upload all types of case study on marketing strategy of amul projects for. Marketing mix of tcs tata consultancy services analyses the brandcompany which covers 4ps product, price, place, promotion. Although the content for the advertisement may be grave, yet amul with its humour punch establish their view and brand in a subtle way. After icecreams were launched in 1996, the category was re. Starbucks strategy on market segmentation targeting and positioning with the marketing mix 1. Analysis of marketing and branding strategies of amul butter. Amul is the top brand for ice creams and dairy products. Strategic marketing amul free download as powerpoint presentation.
Formed in 1946, amul began the dairy cooperative movement in india and formed an apex cooperative organisation, gujarat cooperative milk marketing federation ltd. Demographic variables of amul target market are mostly age and income based. Cafe amul is a casual dining restaurant in a pleasant ambience which offers scrumptious delicacies in pizzas, burgers, sandwiches, sundaes etc. An analysis of the marketing and branding strategies of amul butter in india. 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.
It is now a household name in the indian families with their wide range of dairy products. Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer. Marketing strategy of amul amul marketing and business strategy. Gedela rakesh varma research scholar, department of commerce and management studies, andhra university. However, our love and connect with the brand amul make us ruminate over it. What are some of promotional strategies used by amul. Mar 17, 2019 the swot analysis of amul provides the strengths, weaknesses, opportunities and threats to the brand amul. You will find amul present even in small towns and villages. 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. Amul from starting only when there were no national player as there competitor has a vision to provide the best quality. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. Amul ice cream takes part in several events like distributing free products during school events, or sports day. Thus, amul adopted a low price strategy to make their products affordable and guarantee value to the consumer. Amul has evolved from its traditional image and now is a symbol of many things.
Anand milk producers union limited or amul, based at anand in gujarat is an indian dairy cooperative. Amul can invest in research and development or adopt a mergers and acquisition strategy to expand its product line. Amul has produced many sorts of icecream to provide all age groups. Chaman kumari 10609144 geetika jain 10609149 nikhil dang 10609158 r chandramouli 10609166 samarth goel 10609169 sumit mathur 10609178 i n t rod uction formed in 1946, is a dairy cooperative movement in india. Marketing mix of amul understanding 4ps of marketing mix of amul. This is one company which is strong in urban as well as rural distribution. Marketing strategy of amul amul marketing and business. India today is totally independent on milk sector because of amul. It is a matter of great pleasure in preparing this project on such esteemed organization. Marketing strategies of mother dairy brand mother dairy is known for sourcing its produce from village level farmers directly.
Amul has used following medial platform for creating a high. Strategies adopted by fmcg companies for making their. Strategy on market segmentation targeting and positioning. Marketing strategy of amul covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. Marketing strategy of amul covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and. Amul is targeting upper, middle and lower class income people by selling their icecreams by fixing at low cost. 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. By sharing your knowledge in terms of notes, research reports, discussions, articles etc. Dec 21, 2015 an analysis of the marketing and branding strategies of amul butter in india slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. The market challenger strategies are the marketing strategies adopted by the firms, either occupying the third or runnersup position in the market, to attack the leader or the immediate competitor with the intention to capture a greater market share and earn huge revenues. With many big players in the dairy industry, amul is the only name which is on everyones lips for dairy products. Preface amul is the pride not only of gujarat but also of entire country. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. Products that cover a huge market segment and are used on the daily basis like milk, ghee, icecream, cheese, butter are tried and provided at rates lesser than that of their competitors.
Through social media, amul strives to reinforce the topofmind brand recall by following the contentpath set and led by amul butter, a subsidiary brand of amul india. Amul marketing and packaging strategy, distribution network. Review of literature on amul 1892 words 8 pages a study on customer satisfaction towards amul product in coimbatore city chapter1 aintroduction 1. Other promotional strategies amul star voice of india amul master chef india amulya surabhi amul maharani bano contest amul chote ustaad amul music ka maha muqabla amul food maha challenge. Analysts felt that amul could price its products low because of the economies of scale it enjoyed. Marketing and selling strategy of maul pick maul is the largest cooperative movement in india and as the countrys largest food whitener, condensed milk, saturated fats and long life milk. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Amul essentially uses indirect action advertising to create a long term relationship with the consumer and never resorted to aggressive selling tactics. Nestle market analysis and marketing strategy david. Discuss product strategy by amul within the marketing management rm, im forums, part of the resolve your query get help and discuss projects category. The basic communication strategies used to promote the amul butter brand are.
Amul integrated marketing communication deepalisawant98. Jan 15, 2017 nostalgia amul amul the taste of india. Amul advertisement simple and consistent brand strategy. Amul has an extensive distribution network which can be used to sell its.
A brand name managed by gujarat cooperative milk marketing federation gcmmf spurred the white revolution of india, which has made. 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. A project report a project report on amuls supply chain. Coming to the frame work of rural marketing, rural marketing.
Given this wide product portfolio, amul s approach is to promote its brands in a rotational cycle of two to three years. Read more interesting journey and strategies of mother. May 21, 2014 the communication strategy that amul has used is1 consumer advertising. Discuss project on marketing strategies of amul within the publish upload project or download reference project forums, part of the projects hub for management students mba projects and dissertations bms projects bba projects category. Dec 03, 20 brand building and creating, nurturing, maintaining, and reinforcing brand awareness appears to the main objective of amuls social media participation. It is a brand name managed by an apex cooperative organisation, gujarat cooperative milk marketing. Marketing and selling strategy of amul pic amul is the largest cooperative movement in india and as the countrys largest food company, is the market leader in butter, whole milk, cheese, ice cream, dairy. Gcmmf has received the apeda award from government of india for excellence in dairy product exports for the last years. Sep 18, 2018 they have variety of major products but they used a stratergy ie they used the same branding amul for all of its products they call the company by the farmers company and they give most of the profit to the farmers thats why farmers also started p.
Product strategy amul should concentrate on pizzas more rather than thinking it as a means to increase the sales of. Researchers usually conduct market research through surveys in order to collect information from customers or potential customers. A case study of amul cooperative in india in relation to organizational design and operational efficiency dr. Amul always catered to the needs of all economic segments without any compromise on their product quality. 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%. Marketing mix of amul analyses the brandcompany which covers 4ps product, price, place, promotion and explains the amul marketing strategy. Marketing strategy of amul the marketing strategy of amul covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the. View test prep amul marketing and packaging strategy, distribution network of amul from mba 764 at manipal university. This study throw lights on significance of brand building for achieving brand equity by taking a case study on amul dairy products. In this paper we will discuss about the marketing strategies implemented in amul dairy.
The countrys largest food company, amul, is the market leader in. Baixe no formato docx, pdf, txt ou leia online no scribd. Project on marketing strategies of amul june th, 2015 amul is the trend setter and based on cooperatives. Below is the pricing strategy in amul marketing strategy. Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy. Get the knowledge you need in order to pass your classes and more. An overview of indian dairy industry and marketing of dairy products introduction globalization and liberalization are the mantras of the new economy today, which is now on the fast track. Sep 02, 2018 segmentation, targeting, positioning in the marketing strategy of amul. Come browse our large digital warehouse of free sample essays.