Dec 30, 2019 this is the questionnaire analysis of amul icecream, with the purpose to identify the demand and sales of amul icecream in the targeted locations, to identify the most popular varients of amul icecream in the targeted locations, and to identify the best location in terms of demand of amul icecream. Amul ice creams has a lot of variants in its product kitty to tempt its consumers like kulfi, cones, pack tubs, cups, sticks, choco bars and ice candies these ice creams are easily available in different flavours like strawberry, litchi and. Amul cow ghee is made from fresh cream and it has typical rich aroma and granular texture. Product strategy amul should concentrate on pizzas more rather than thinking it as a means to increase the sales of it mozzarella cheese. Check out this vast and evergrowing range of tasteful amul delectables. Amul anand milkproducers union limited, formed on december 14. Hardik gupta krishan kumar yadav sachin bhambhoriya rajveer jat 2. 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. Amul s strategy is to identify the market gaps and fill them suitably. This stage of the cycle could be the most expensive for a company launching a new product. Mainly dealing with dairy and dairy products, amul name is synonymous with trust and quality. Amul ice cream was started by amul in the year 1996 and by year 1999, it was easily available in most parts of the country. Amul products have been in use in millions of homes since 1946.
Since most products tend to follow a typical product life cycle, it is expedient for companies to maintain an appropriate mix of newly launched products, growth products and mature lines. Patel first home minister of free india and morarji desai prime minister of india. Amul the brand name amul is an abbreviation for anand milk union limited. The width is all about the number of different product lines the company carries. Product mix decisions width, length, depth and consistency. Amul has a massive distribution network because its ice creams, milk, butter and cheese is found practically everywhere. Amul was managed by gujarat cooperative milk marketing federation ltd. In the year 2007, the company introduced sugarfree ice cream for healthconscious consumers. Product mix of amul milk market segmentation scribd.
Jan 02, 2020 amul is an indian dairy brand originating from the state of gujrat. For example, patanjali deals in different categories of products which include shampoo, flour, toothpaste, etc. Product strategy of amul free download as powerpoint presentation. Scribd is the worlds largest social reading and publishing site. 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.
With this broad perspective in mind, it is now appropriate to consider products in identifiable groups. The breadth of a product mix shows the different kinds of product lines that firm carries. The first of the product mix decisions refers to the product mix width. The chef of india promo invites hotel chefs to come up with recipes using as many amul products as possible, and is conducted at city, state and national level. Now it offers a full range of dairy products like curd, ice creams, flavoured milk, cheese, etc. Amul is a dairy brand which spurred indias white revolution, which made the country the worlds largest producer of milk and milk products. Videos you watch may be added to the tvs watch history and influence tv recommendations. Amul product list and its brand range amul product focused on bringing more productive products and expanding the market rapidly. Report on the product mix and distribution of amul products.
Four important dimensions of a product mix can be identified. Also known as the four ps, the marketing mix elements are price, place, product, and promotion. Product a product is a tangible object or an intangible service that is mass produced or manufactured on a large scale with a specific volume of units. Mother dairy product portfolio is majorly divided based on the three brands mother dairy, dhara and safal. However, the product line is a subset of the product mix. Simply, it shows the number of items in the product line. Oct 12, 2015 amul is known for its milk and butter but the product portfolio kept on increasing. Amul ice cream is a subsidiary of its parent company amul. Britannia, gcmmf guarantees that the product mix and the series in.
Product mix of amul milk market segmentation avaliacao. It is one of the most popular as well as desirable brands in terms of dairy products. A marketing mix has four components which are the tactical components of a marketing plan. Britannia, gcmmf guarantees that the product mix and the series in which amul launch its products is reliable with the core values of delivering butter at a basic, reasonable price to plea the. It should give more emphasis on the taste and quality of pizzas and improve the same. In amuls case marketing strategy and branding have been the mantras of success as amul brand. Pdf this paper describes success story of a cooperative institution amul which has touched the level of. Marketing mix of amul ice cream amul ice cream marketing mix. 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. It is a matter of great pleasure in preparing this project on such esteemed organization. It has a huge role to play in indias white revolution, which resulted 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 marketing mix of amul discusses in depth the 4ps of amul and how this brand has expanded its dairy products portfolio and product mix over the years. This dimension of the product mix represents the extent to which the activities of the firm are diversified.
Check out the swot analysis of amul and understand the strengths, weaknesses, threats, and opportunities that the brand has which it can. A person aspiring to enter in management profession must have practical knowledge of the subject. If the cows used are fed only natural, hormone free feed, this is something you will want to. Preface amul is the pride not only of gujarat but also of entire country. Amul is the biggest exporter of dairy items in the nation and it is accessible in more than 40 nations. Buy tasty and healthy amul products online at lowest prices on bigbasket and get them delivered to your home. Amul is reworking its strategy in the chocolate category to push its chocolate product sales.
Marketing mix of amul 4ps of marketing mix of amul. In the process amul became the top milk brand in india and has ventured into markets. In fact amul milk has 26% of market share in the packaged milk segment. Amul download and upload project reports related to amul on. Apr 19, 2020 the product strategy and mix in mother dairy marketing strategy can be explained as follows. Formed in the year 1948, amul is a brand not only well known in india but is also gaining popularity in overseas markets. A product line refers to a unique product category or product brand a company offers. Amul is a cooperative of indian origin founded in year 1946 by its founder tribhuvandas patel. Buy amul milk, cheese and other products online at. Project amul the taste of india linkedin slideshare. To avoid this, cancel and sign in to youtube on your computer. A product mix or product assortment is the set of all products and items that a particular seller offers for sale to buyers. Dec 07, 2017 by taking an indepth look at your dairy products and the process that goes into producing them, your products advantages will become clear.
Amul is a trusted brand and its ice creams are made from fresh and real milk. Look at how the product is created, whether you produce, milk, butter, cheese or any other dairy product. A product mix is the set of all products and items a particular seller offers for sale. Amul is an established brand in india with a strong market value. Mother dairy marketing mix 4ps mother dairy marketing. Amul anand milk union limited, formed in 1946, is an indian dairy cooperative, which is based at anand in the state of gujarat. Amul product focused on bringing more productive products and expanding the market rapidly. Amul product mix free download as powerpoint presentation. Amul cow ghee is an ethnic product made by dairies with decades of experience, and rich source of vitamin a,d,e and k. Nov 18, 2014 product system and product mix of amul and hul 1. A product system is a group of diverse but related items that function in a compatible manner. A brand name managed by gujarat cooperative milk marketing federationgcmmf.
Product life cylce and industry life cycle amul ice cream. Currently, the new ice creams introduced by amul epic. Apr 08, 2020 a product mix is a group of everything a company sells. 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. The objective of industrial visit is to gain insight into practical knowledge in a. 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. The gujarat cooperative milk marketing federation ltd. As mentioned in the previous example, colgate has 3 product lines. It is associated with food industry as it deals in frozen dairy products. Amul butter, ghee, milk powder, cheese, chocolate, shrikhand, ice cream, amulspray, milk, nutramul and amulya. Marketing mix of amul understanding 4ps of marketing mix of amul. Amul milk, amul paneer and amul dahi consumption is on the rise. We took up amul ice cream as a product for our study and analysis.