This blog is about amul milk and its marketing strategies which make it the market leader in indian dairy industry. And in fact, amul chocolates are question marks because they have very low market share in a growing market. A product line refers to a unique product category or product brand a company offers. The focus shifted to cheese in 2001, amul masti chas in 200405 sales of masti dahi grew by 25%, nutramul and kool kafe in 2006 and amul koko cold chocolate drink in 2007. The gujarat cooperative milk marketing federation ltd. 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. In any multi brand organizations, there are numerous products present. Amul is known for its milk and butter but the product portfolio kept on increasing. Amul case study the leading brand of india course inbox.
Videos you watch may be added to the tvs watch history and influence tv recommendations. 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. A product item refers to a unique version of a product that is. Mainly dealing with dairy and dairy products, amul name is synonymous with trust and quality. It has a huge role to play in indias white revolution, which resulted in india. Marketing mix of amul 4ps of marketing mix of amul. Generally speaking, a company offering a wider product mix carries less risk but also usually has a lower profit margin. Product mix of amul milk market segmentation scribd. The width of the product mix refers to the number of product lines a company has. This is because amul is not only present in ice cream, but also in milk, butter, cheese and other such products. Conclusion amul has risen from indian soil and it remains indian in every sense. The visionary leadership of steve jobs had helped apple take its initial steps towards global fame and after him, now under the leadership of tim cook, apple has seen fast growth in recent years. Amul product list and its brand range amul product focused on bringing more productive products and expanding the market rapidly.
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. Amul has 121k plus followers on instagram due to their activeness regarding latest trends and posts. All the elements of marketing mix are highly integrated with one another, so as to produce the benefit and optimum satisfaction for the customer. Marketers must determine the assortment of products they are going to offer consumers. Before turning to the product mix decisions, we first have to know what the product mix actually is. Amul has a diversified product portfolio and has been able to cater to the needs of all the segments from kids to old alike.
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. Amul is reworking its strategy in the chocolate category to push its chocolate product sales. From mid1990s amul has entered areas not related directly to its core business. Apr 08, 2020 a product mix is a group of everything a company sells.
An ideal marketing strategy needs to be drawn from market research and focus on the product mix in order to attain the maximum profit and keep up the business. To avoid this, cancel and sign in to youtube on your computer. Discuss product strategy by amul within the marketing management rm, im forums, part of the resolve your query get help and discuss projects category. Features of customer show more content gcmmf markets and manages the amul brand.
Its headquarters are in anand in the state of gujarat. 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. The complete range of products present within a company is known as the product mix. Product strategy amul should concentrate on pizzas more rather than thinking it as a means to increase the sales of. A product system is a group of diverse but related items that function in a compatible manner. Opportunities refer to the factors which the organization can use to its favor to grow its market share, sales, brand recognition etc.
Up to 25% off on amul products when you order online from bigbasket. The objective of industrial visit is to gain insight into practical knowledge in a. Amul has evolved from its traditional image and now is a symbol of many things. 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. Amul is a dairy brand which spurred indias white revolution, which made the country the worlds largest producer of milk and milk products.
Most importantly it is still maintaining the iconic brands name. Amul sponsored the singing competition amul star voice of india, amul music ka maha mukabla. Check out this vast and evergrowing range of tasteful amul delectables. Mother dairy product portfolio is majorly divided based on the three brands mother dairy, dhara and safal.
Amul swot analysis 2019 swot analysis of amul business. Amul butter is made from butter, common salt, permitted natural colour annatto composition. Amul is one of the leading brands in milk products in india. Amul anand milk union limited, formed in 1946, is an indian dairy cooperative, which is based at anand in the state of gujarat.
Amul download and upload project reports related to amul. Its the second most important factor in swot analysis of amul as it will shape the future of the companys strategy. The activeness on twitter led amul, led more than 156k tweeties on twitter. Preface the mms programme is well structured and integrated course of business studies. Product mix and product line understanding product.
Amul was managed by gujarat cooperative milk marketing federation ltd. Amul the taste of india report on the product mix and distribution of amul products. Amul has a massive distribution network because its ice creams, milk, butter and cheese is found practically everywhere. It mainly involves all the available dairy products. None of the organizations wants to take the risk of being present in the market with a single product if a company has only a single product, than it is understood that the demand of the product is very high or the company does not have. It refers to the total number of items in all the product lines in product mix. More than 15 lakh people have joined amuls facebook page. A product mix or product assortment is the set of all products and items that a particular seller offers for sale to buyers. 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.
Formed in 1946, it is a brand managed by acooperative body, the gujarat cooperative milk marketing federation ltd. These four product mix dimensions permit the company to expand its business in four ways. That is, the profit margin for a company like walmart may not be high, but so long as most of its products have strong sales, it is in no danger of bankruptcy. Product mix and product line understanding product length. Hardik gupta krishan kumar yadav sachin bhambhoriya rajveer jat 2. Product system and product mix of amul and hul slideshare. Jul 15, 2018 marketing mix of amul understanding 4ps of marketing mix of amul. A product mix is the set of all products and items a particular seller offers for sale. Amul s strategy is to identify the market gaps and fill them suitably. Amul has a very diverse product range in its marketing mix. Amul milk, amul taaza, amul slim trim milk etc, bread spreads amul butter, amul lite, delicious table margarine, unsalted butter, garlic butter, amul. Preface amul is the pride not only of gujarat but also of entire country. We will discuss about how a company manages its products. 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.
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. Product mix the set of goods and services a company provides. In what follows we elaborate on these aspects in more detail and provide a rationale for the model and strategies adopted by gcmmf. The product strategy and mix in amul marketing strategy can be explained as follows. 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. Buy tasty and healthy amul products online at lowest prices on bigbasket and get them delivered to your home. Formed in the year 1948, amul is a brand not only well known in india but is also gaining popularity in overseas markets. Mar 14, 2020 the width of the product mix is equal to the number of product lines within a company. It is widely considered as one of indias most prominent brands created to embody the national identity in every sense.
Amul had long ago made its place in the consumers mind and heart. Dim 5 pgdmm 5 pgdfm 5 pgdim 5 nmims customize assignment 495 2019 assignment for nmims 495 pdf 476 cheap 474 free 474 lifestyle product 471 study material 459 financial services 448 entertainment 434 nmims assignment dec 2019 421 dec. Jan 28, 2019 amul doodh peeta hai india amul tagline presently amul is the number one brand in india with their outlets and franchise that has sold more than 50 products including amul milk, ghee, cheese, chocolates, icecreams beverages and much more. The product mix, also called product portfolio, is the set of all product lines and items that a company offers for sale. 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. Jan 02, 2020 amul is an indian dairy brand originating from the state of gujrat.
It is a matter of great pleasure in preparing this project on such esteemed organization. The unions, on the other hand, coordinate collection logistics and support services to the memberfarmers. Simply, it shows the number of items in the product line. Formed in the year 1948, amul is a brand not only well known in india but is also gaining popularity. Sodhi amul is the largest manufacturer of milk and dairy products in india. In the process amul became the top milk brand in india and has ventured into markets. Mother dairy marketing mix 4ps mother dairy marketing. Branding branding helps in defining who or the product is its identity in the market. Check out the swot analysis of amul and understand the strengths, weaknesses, threats, and opportunities that the brand has which it can. Bcg matrix when we plot the bcg matrix, amul has certain products which are stars whereas others are cash cows.
Thus, product line width is a depiction of the number of product lines which a company has. Amul marketing mix 4ps amul marketing strategy mba. The product strategy and mix in mother dairy marketing strategy can be explained as follows. 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. A person aspiring to enter in management profession must have practical knowledge of the subject. Thus, taking the above example, if there are 4 product lines within the company, and 10 products within each product line, than the product line width is 4 only. Amul anand milk federation union limited amulis an indian dairy cooperative, based atanandin the state of gujrat, india. 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. Nov 18, 2014 product system and product mix of amul and hul 1. For example, patanjali deals in different categories of products which include shampoo, flour, toothpaste, etc. If playback doesnt begin shortly, try restarting your device.
There is ample scope in the low priced segment as also in other categories. A product mix is a group of everything a company sells. 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 products are serving you the greatness for 50 years.
As it has a very deep product portfolio, it does not. Product mix decisions width, length, depth and consistency. The cooperative was initially referred to asanand milk federation union limitedhence the name amul. With this broad perspective in mind, it is now appropriate to consider products in identifiable groups. Oct 11, 2015 this blog is about amul milk and its marketing strategies which make it the market leader in indian dairy industry. Amul is an indian dairy brand originating from the state of gujrat. The main objective of practical training at mms level is to develop skill in student by supplement to the theoretical study of business management in general. This dimension of the product mix represents the extent to which the activities of the firm are diversified. The marketing strategy is the framework of a marketing plan. Utterly butterly delicious amul butter was the first product which was officially launched by amul in 1945. However, the product line is a subset of the product mix. Amul is the biggest exporter of dairy items in the nation and it is accessible in more than 40 nations. Quality is the dominating aspect which influences consumer to purchase amul product. Apple is a renowned technology brand, recognized globally for its focus upon technological innovation.
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