research paper only for accumulating the marketing and strategies used by Amul. The. Marketing strategy of Amul covers various aspects of the business right. STRATEGY FOR AMUL MARKETING by jaydevsen in Types > Research and research paper. Download as DOCX, PDF, TXT or read online from Scribd. In this paper we will discuss about the marketing strategies implemented in amul dairy. Key words: Marketing strategy, product mix, DAIRY INDUSTRY. Preface.
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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. Cooperative Milk Marketing Federation (GCMMF)) that has . This price strategy initially helped AMUL BUTTER to create its brand image in. The Marketing strategy of Amul covers various aspects of the business right from segmentation & targeting to the overall mission and vision of.
Competitive analysis in the Marketing strategy of Amul — Amul has some good competitors who have entered the market in the last decade and growing strong steadily.
Most of these ice creams entered regionally but then held on to the regional market share.
Thus, even though individually these brands might not be a worthy adversary, combined and with their total net aggregate, all of them together are giving a very tough competition to Amul. Many of these ice cream products have their own niche or geographic targets. Arun ice cream is strong in the south whereas havmor and Vadilal are strong in the west.
Besides these organized players, there are many unorganised local players who also give competition to Amul by having their own outlets and their own variants of ice cream. However, the competition in Butter and Cheese and other dairy products is far lesser. Market analysis in the Marketing strategy of Amul — The FMCG market is highly competitive in nature and is known to have a combination of organized players as well as unorganized players.
Similarly, in FMCG, direct competition is equally important as indirect competition. For example — During winters, ice cream and cold milk products will not sell, whereas butter and cheese will sell equally well.
But on the other hand, during summers the demand of ice cream shoots up so much so that companies are not able to meet demands. Thus, when we analyse the market of Amul, in some cases Amul is the clear market leader, whereas in other products it is a competitor in the market. 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 in general uses mass marketing and therefore it targets these 2 classes majorly. The high end customers are more likely to prefer a Naturals, a Baskin robbins, or any other such brand which meets their taste and status. This completes the analysis of the marketing strategy of Amul. What do you think of the Amul brand and why do you think it is the market leader?
Known to be the founder of the white revolution in India, Amul has some strong products and brands up its sleeves, strongest of them being Amul ice cream. You can visit the following link to refer to the marketing mix of Amul. Strengths in the SWOT analysis of Amul Very high market share in ice cream — Amul has the top market share in ice cream segment which further helps it push other products into the market. Excellent brand equity — amul is a beloved brand over the years and the contribution of amul girl and her outdoor ads should specifically be mentioned here.
Excellent quality management — even though amul has such a wide and large distribution network, hardly any quality complaints come for amul. Strong distribution network — This is one company which is strong in urban as well as rural distribution.
You will find amul present even in small towns and villages. Good product portfolio — Amul had a deep product portfolio when compared to any fmcg company. It has many different variety of milk milk based food items like cheese, butter, milk, buttermilk, lassi and many others.
In ice creams too, amul has a large variety of flavours Strong Supply chain — Vendors love Amul and amul is known for the white revolution in India. Rural presence — Strong rural presence of Amul is its plus point.
Amul Ice Cream Marketing Strategy
It is mentioned here separately because this rural presence gives amul a strong competitive advantage. And so is the cost. Plus the sector is such that maintaining margins becomes difficult day by day. Thus, to face international players, Amul needs to maintain the operations in the same manner it is carrying out today.
It is not a weakness but rather a constant challenge for Amul. In fact, during summers, the brand faces severe shortage of supply. Chocolates — Amuls expansion to chocolate has failed and hardly any product of Amul chocolates is selling in the market. Amul needs further products to expand its product line and increase bottomline. Opportunities in the SWOT analysis of Amul Export — Amul can export its product to other countries thereby increasing its turnover and margins exponentially.
Concentrate more on chocolate market — Amul has a no advertisement policy which creates a problem for its foray into additional products. Threats in the SWOT analysis of Amul Increasing competition in Ice cream segment — Many players, local and international, are entering the ice cream market thereby taking away share of wallet from Amul.
Kwality walls, Naturals, London dairy, Havmor, Arun ice cream, Vadilal, Ramani, are some of the few brands who are directly in competition with Amul. Amoolya in Sanskrit means something which is invaluable or priceless. With a presence in almost every product which can be made by milk, Amul has won over hearts along with market share to become a highly valued brand with an Indian origin.
Amul was formed because of a revolt of dairy farmers. And today, Amul is a brand against which companies want to compete and come on top but the same is not being allowed by the smart minds in Amul. The population of all the towns was not homogeneous. There exist people of different occupation. So stratified sampling technique had to be applied in order to obtain a representative sample.
The sample size taken was The sample size of retailers varied from 7 to 25 according to the size of the market. The findings resulting of the analysis varied from area to area and the recommendations stated accordingly arrived at after thorough and recommendation stated accordingly. Weaknesses:- 1 Advertising is low profile, as the results of the survey show. Majority of the respondents have hardly seen any ad of Amul ice cream.
However Kwality Walls on the other hand is into heavy advertising and consequently, is popular. This is especially true of those retailers who already stock one or the other ice cream brands. B Benefits: They provide good quality product at economical prices. D downloader Readiness: The consumers are ready to download these products and so the downloader readiness is high. Do you like AMUL ice-cream? With the rise in Indian economy transportation cost, storage cost has piled up but still Amul provides quality products at a fair and affordable price in comparison to others.
Place: Following is the distribution strategy of Amul: One of the key reason of Amul to stand at the top in such a volatile market with overloaded competition is because it has an enormous distributive channel which covers almost all parts of our country. There are two distinct channels through which Distribution occurs in Amul. One is the acquisition channel which is in charge of gathering of Milk through dairy co-agents.
The other is the distribution channel which is in charge of circulating the concluded item to the end clients.
In the acquisition channel Amul works up with farmers then to village co-operative society then it goes to manufacturing units then to company depots, wholesale distributors and finally to retailers.
FINAL Product Strategy of Amul
There is also one more channel which consist of carrying and sending specialists who helps in minimizing the administrative and transportation costs. Hence Amul is able to deliver it products to consumers at an affordable price in comparison to its competitors even after there has been a huge increase in transportation cost. Amul generally uses the current news scenario in their promotion that too in a little sarcastic manner which connects the user.
Most of their promotion is mainly for butter.Advertising Campaign: Amul has been awarded the Guinness World Record for the longest running advertisement campaign.
During the launch of products, Amul is known to go ATL and advertise milk, butter etc. Hence targeting the large Indian community in the US markets with its niche products like mithai, packaged ready to eat foods market it can definitely expand its market to a large extent.
The findings resulting of the analysis varied from area to area and the recommendations stated accordingly arrived at after thorough and recommendation stated accordingly. This is because the chocolate market has established players like Parle, Dairy milk and others. Similarly, in FMCG, direct competition is equally important as indirect competition.
AMUL THE TASTE OF INDIA
Concentrate more on chocolate market — Amul has a no advertisement policy which creates a problem for its foray into additional products. And till date, this principle has worked very well for the marketing strategy of Amul.
Amul generally uses the current news scenario in their promotion that too in a little sarcastic manner which connects the user. Slide Moving consumers from loose milk to packaged milk and gradually move them up the value chain tetra pack to beverages Being exposed to a brand, it is natural for a customer to try more products Defense Strategy Slide Wide range of product categories caters to consumers across all market segments.
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