Below is the pricing strategy in amul marketing strategy. Amul has evolved from its traditional image and now is a symbol of many things. Thus, amul adopted a low price strategy to make their products affordable and guarantee value to the consumer. Jan 15, 2017 nostalgia amul amul the taste of india. Strategies adopted by fmcg companies for making their. However, our love and connect with the brand amul make us ruminate over it. It was suggested by a quality control expert in anand.
Amul ice cream takes part in several events like distributing free products during school events, or sports day. Marketing mix of amul 4ps of marketing mix of amul. Dec 03, 20 brand building and creating, nurturing, maintaining, and reinforcing brand awareness appears to the main objective of amuls social media participation. Strategy for amul marketing by jaydevsen2012 in types research e research paper. Amul can invest in research and development or adopt a mergers and acquisition strategy to expand its product line. 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. Scribd is the worlds largest social reading and publishing site. Amul has used following medial platform for creating a high brand equity. Jaladi ravi professor, department of commerce and management studies, andhra university, visakhapatnam530003.
Gedela rakesh varma research scholar, department of commerce and management studies, andhra university, visakhapatnam530003. Strategy on market segmentation targeting and positioning. Researcher attempted to present this research paper only for accumulating the marketing and strategies used by amul. Without stepping in the hardcore marketing, amul has made its way of success. Demographic variables of amul target market are mostly age and income based.
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. Strategic marketing amul free download as powerpoint presentation. It is a firm believer of sales promotion activities, discount schemes and trade promotions. 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. When amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. 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. 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. Project on marketing strategies of amul management paradise. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. View test prep amul marketing and packaging strategy, distribution network of amul from mba 764 at manipal university. Segmentation,targeting and positioning of amul bbamantra. In this paper we will discuss about the marketing strategies implemented in amul dairy. 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. 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.
It is a brand name managed by an apex cooperative organisation, gujarat cooperative milk marketing. Slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. When marketing a dairy product, the most important aspect of your strategy is determining your competition and audience. It is a matter of great pleasure in preparing this project on such esteemed organization. Amul marketing and packaging strategy, distribution network. Marketing mix of tcs tata consultancy services analyses the brandcompany which covers 4ps product, price, place, promotion.
Amul has used following medial platform for creating a high. Mainly two type of communication strategy was adopted by amul. 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. Nestle market analysis and marketing strategy david. 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. The brand name amul, sourced from the sanskrit word amoolya, means priceless. Marketing mix of amul ice cream amul ice cream marketing mix. Amul is one of the respected and best brands in india. Review of literature on amul 1892 words 8 pages a study on customer satisfaction towards amul product in coimbatore city chapter1 aintroduction 1. With many big players in the dairy industry, amul is the only name which is on everyones lips for dairy products. Amul integrated marketing communication deepalisawant98. The segmentation of amul is the mass population and in general, you will find people of all different age groups and demography enjoying amul products. 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. 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.
Products that cover a huge market segment and are used on the daily basis like milk, ghee, icecream. 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. The countrys largest food company, amul, is the market leader in. 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.
Sep 02, 2018 segmentation, targeting, positioning in the marketing strategy of amul. Be sure to look at market size with respect to geography and to industry. Get the knowledge you need in order to pass your classes and more. Read more interesting journey and strategies of mother. 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. White flood cooperatives was totally based on amul model. Analysis of marketing and branding strategies of amul butter. Amul too has become a symbol of the aspirations of millions of farmers. Although the content for the advertisement may be grave, yet amul with its humour punch establish their view and brand in a subtle way. Some of the major strategies adopted by fmcg companies for making their brands outstanding compared to competitions are as follows. 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.
Baixe no formato docx, pdf, txt ou leia online no scribd. 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. 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. What are some of promotional strategies used by amul. This is a research report on case study on marketing strategy of amul by netra shetty in case study category.
This study throw lights on significance of brand building for achieving brand equity by taking a case study on amul dairy products. The utterly butterly amul girl is an icon of the middle class india right from 1967. If you continue browsing the site, you agree to the use of cookies on this website. Amul advertisement simple and consistent brand strategy. 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. Given this wide product portfolio, amul s approach is to promote its brands in a rotational cycle of two to three years. You will find amul present even in small towns and villages. The product strategy and mix in amul marketing strategy can be. Marketing strategies of mother dairy brand brandyuva.
Mar 04, 20 the branding strategies of amul reason behind amul s success. Formed in the year 1948, amul is a brand not only well known in india but is also gaining popularity in overseas markets. Starbucks strategy on market segmentation targeting and positioning with the marketing mix 1. By establishing these parameters, you can decide what. 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. Amul from starting only when there were no national player as there competitor has a vision to provide the best quality. Market analysis and sales development of amul milk. Mar 17, 2019 the swot analysis of amul provides the strengths, weaknesses, opportunities and threats to the brand amul. This is one company which is strong in urban as well as rural distribution. 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. The basic communication strategies used to promote the amul butter brand are.
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. Search and upload all types of case study on marketing strategy of amul projects for. Acropdf a quality pdf writer and pdf converter to create pdf files. Mainly dealing with dairy and dairy products, amul. Case study on marketing strategy of amul by netra shetty. Nestle is one of the largest companies in the world in the drinks, food and snacks industry. 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. Marketing strategy of amul amul marketing and business. A consistent advertisement elevating brand identityamul.
Objectives of the study the study would analyze the product positioning strategies of amul. An analysis of the marketing and branding strategies of amul butter in india. By sharing your knowledge in terms of notes, research reports, discussions, articles etc. The marketing strategy of amul covers various aspects of the business right from segmentation and. The choice of product mix and the sequence in which amul. Product strategy amul should concentrate on pizzas more rather than thinking it as a means to increase the sales of. Gcmmf has received the apeda award from government of india for excellence in dairy product exports for the last years. Tata consultancy services tcs marketing mix 4ps strategy. The success of this strategy is well recognized and remains the main plank of amuls strategy even today. A project report a project report on amuls supply chain. Formed in 1946, amul began the dairy cooperative movement in india and formed an apex cooperative organisation, gujarat cooperative milk marketing federation ltd. 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. 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%. 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. Gedela rakesh varma research scholar, department of commerce and management studies, andhra university. Slide 15 segmentation,targeting and positioning of 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. Cafe amul is a casual dining restaurant in a pleasant ambience which offers scrumptious delicacies in pizzas, burgers, sandwiches, sundaes etc. Discuss product strategy by amul within the marketing management rm, im forums, part of the resolve your query get help and discuss projects category. Advertising to promote an institution or organization, rather than a product or service, in order to create public support and. Amul has an extensive distribution network which can be used to sell its. May 21, 2014 the communication strategy that amul has used is1 consumer advertising. 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.
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. India today is totally independent on milk sector because of amul. Amul is the largest cooperative movement in india with 2. Project on marketing strategies of amul june th, 2015 amul is the trend setter and based on cooperatives. 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. Large production capacity amul is a brand managed by the gcmmf gujarat cooperative milk marketing federation ltd, a cooperative body that provides about 17. Marketing strategy of amul amul marketing and business strategy. 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. A case study of amul cooperative in india in relation to organizational design and operational efficiency dr. Amul brand marketing strategy free download as powerpoint presentation. Amul anand milkproducers union limited, formed in 1946, is a dairy cooperative movement in india. Anand milk producers union limited or amul, based at anand in gujarat is an indian dairy cooperative. Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy. 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. After icecreams were launched in 1996, the category was re. 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. Amul s products were priced 2040 % less than those of its competitors. 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.
Researchers usually conduct market research through surveys in order to collect information from customers or potential customers. Amul has produced many sorts of icecream to provide all age groups. Analyzing the effectiveness of marketing strategies in the. Marketing mix of amul analyses the brandcompany which covers 4ps product, price, place, promotion and explains the amul marketing strategy. Amul is targeting upper, middle and lower class income people by selling their icecreams by fixing at low cost. Several discount options like 20% extra and one free with other are its favourite marketing strategy. There were even controversies when amul commented on national political events such as emergency in india in 1976.
Amul essentially uses indirect action advertising to create a long term relationship with the consumer and never resorted to aggressive selling tactics. Amul always catered to the needs of all economic segments without any compromise on their product quality. Coming to the frame work of rural marketing, rural marketing. Marketing strategies of mother dairy brand mother dairy is known for sourcing its produce from village level farmers directly. Amul is the top brand for ice creams and dairy products. Slide 11 segmentation,targeting and positioning of amul. Preface amul is the pride not only of gujarat but also of entire country. Amul in general uses mass marketing and therefore it targets these 2 classes majorly.