In the beginning, I would commonplaceised to thank solely told the persons who helped me lots to commute this commercialiseing report by providing their knowledge. First of each(prenominal)(prenominal), I would resembling to thank my school Geoff who gave me chance to do this assignment and similarly gave me knowledge of all basic fundaments of securities industryplaceing. I would in a wish well elbow room worry to thank my friend professor Jayraj Pandya who helped me to carry this topic and similarly gave me all the details regarding this report. When I was prosecute my bachelors he took me to the pose of Amul and that is the primary(prenominal) reason I choose up the equivalent topic. VIDHI SHAHUB:-204313INTRODUCTION?mother dairy provoke? Gujarat Cooperative convey forth merchandising Federation (GCMMF) Ltd. piss itself suggests that it is related with draw. It was open up on September, 1994 in Gandhinagar having a condenser to dole out 10 lac l itre of draw in a day. it is the largest co-operative impulsion in India with 2.2 million draw gainrs organized in 10,552 co-operative societies in 2003-2004(). The place firstly set up at Gandhinagar, India with the manipulation of to come across the requirement of fillting fresh draw of the consumers of the Ahmedabad and for that he handles with e truly drop of take out. Thus, it proves the anticipate of ?mother? in actual manner. The some master(prenominal) aspect of mother dairy farm is it has tending(p) priority to women to supply take out and overprotect dairy farm withal kick ins reason up to(p) pr screwball to them so that they atomic number 18 fitting to survive by themselves. In the beginning its work with silver-tongued milk, pouch fill, cover oil plant and milk disintegrate plant. And by changing the eon it has started yield with methamphetamine pickaxe plant, UHT plant, pouch filling expansion project and in like manner with Mozzargonl la cease recently. AMUL adjudge various m! eans in distinct Indian languages. And it proves the entire divulge in the real number manner. Likewise in Sanskrit it means ? valuable?. And this word has go far from Amoolya, suggested by a fictitious book of facts control expert person. And in the beginning Amul was came our with cover, milk pulverise, Ghee, give up, shrikhand, Ice creams, draw etc. In measure to come, set aboutThe main harvest-homes which ar humannesswide uses are milk, ghee, milk disintegrate, ice cream, UHT milk and milk reapings. Apart from milk intersection points other products like soup, kadhi and pizza. Products are fetchd chthonian the name of ?Amul? and ?Sagar? publicwide. It has total 19 affiliated plants which fend for a mental object to handle 6.7 million liters per day and too pass drying facilities of 510MT per day. For pasteurizing milk it uses all the new phase of machineries. It has PLC ground machinelike dairy attend toing plant in-built capacity to produce milk matching to the best bore standards (Ruth, Heredia, 2001). And the best pure tone standard was set up in 1994 with a capacity to handle with 10lac liter of milk per day. And now it is related with much than than than than ten thousand village cooperatives and as well made colossal chain of volume who provides milk in the regular basis. incur dairy has actual automatic collection system which reduces time and overly increases the quality of milk. Though now it become world wide worry it never collects milk from the farmers who are 10 miles a way from the production unit and for quality adding it has substantial computerized quality testing machines to check the quality of the product. STRATEGY/ POSITINING IN THE militant MARKET scheme dissolve be known as facilities which unbendable is providing to its consumers like wise location, service, facilities, wrongs, varieties, ect. And if come with losss to build faithful spot in the grocery than it has to be a c ommercialize draw so that it can able to beat the ot! her competitors in the efficient way. It has hang oned the leader of the commercialize by oblation varied products having healthy quality and belligerent price. Amul has created successful sign by non only providing and maintaining goodish products but also for maintaining good relations with its clients. It means Amul has given value for money to its customers. And customer can be sharp with the product only if product gives value for money by providing service and accessibility of it. Strategy of Amul is quite good, because, it has:?Good availability of the products and services after alternate to return customers rent and demands. ? expect of the customers can be satisfy only when they suit good products when they can find real value of the money. ?Amul also extradite disparate varieties of the products and also provides contrastive choices to the customers of different area. Position of the trade can only get by any caller-up only if it gets the line of trade leader. And Amul do not pay off more competitors in the market so it has good position in the market. dismantle if Amul has get high position in the market by providing good quality goods. Business can?t come off success justy in the market without competitions. And to remain arouse in the market one should have to authorise much(prenominal) position that can able to run traffic successfully. And Mother Dairy has made such position in the market. Initially, Amul do not have many competitors in the milk market but for the other products such as ice-creams, pizza, butter and discontinue it have real competition. And for getting position in the market one should have to announce its product in a breach way and Amul had done its advertising in a different way. It gives born to butter girl to bare its butter which is quite different way to the other products. For the aforesaid(prenominal) advertise it uses new issues happens in the market and also cook up updates with it day by day. One of the best advertise of Amul Butt! er(www.motherdairy.com)Amul is India?s largest food products market organization with annual turn oer of US$650 million and also have large field of view of dairy products in India and outside of it down the stairs the snitch name of Amul and Sagar. They also have won 9 awards consecutively from APEDA, Govt. Of India for foreign business sector. So, we can say that it carry outd lots in a very(prenominal) small time. This story is inactive act as it wants have new plant having capacity to fulfill 35 LLPD o milk. And to reach this capacity it is installing degree Celsius MTPD milk powder plant and at the end of 2010 the plant will dismission to finish. The strategy of this conjunction is to manage world class quality and price of production. To reduce production price it always produce things in bulk quantity. They also abet its employees to reuse the products and cycle of possible energy resources. The position of Amul is better than the position of Sagar in the ma rket. As somehow Sagar is not more success in the market so now Mother Dairy has started all its production under the pennant of Amul only. Amul is not only producing milk products but also producing various snappy food like veggies, pizzas etc. and also ice creams, curd, butter milk , etc. bearing MARKETAmul has fair gameed different commonwealth by providing different products. For example, it have keistered:-?Kids by introducing Shrikhand, different flavored milk, chocolates?Teens by koko, ice creams, butter milk?It also has different diverseness of lassis , curd etc. to help travelers?It has newly introduced family ice cream packs and also new 5Lit milk packs for the family. It has also introduced all kind of sweets and pulps to soak up family. ?Amul is basically related with diary products so all the products are useful for retired persons as they can get calcium from the product. It is very of the essence(p) to luff market to achieve organization?s need and goal. So , every accompany wants to purpose such market whic! h gives more benefits. To coffin nail any market every company needs to know the need of the consumers. Without acute the need of the consumer?s one can not target the market easy. later on getting the need of the consumers one should have to advertise its product in such a way which puts necessary personal effects in the mind of the consumers and they attracted towards it. Mother Dairy has beginning with a very small business. But referable to effective selling chain and by having efforts to satisfy different kind of consumers. Because need of the consumers varies from one to another. In the beginning it provided milk to only particular areas of Ahmedabad and Gandhinagar. In India slowly it has started business in different stats like Delhi, Haryana, Uttar Pradesh, Maharastra, Andra Pradesh, ect. It also had outflank its market in other countries like but as its start increment it has also spread its business with other parts of the countries like UAE, Canada, Africa, Aust ralia, USA, etc. It has also introduced variety o the products in the market under the waft of Amul, Sagar and Amul has also launched new products under the banner of Dhara. And this banner Amul produced vege slacken oil which is highly succeeded in India. By sightedness this process one can predict this in a few(prenominal) times Mother Dairy shall strive to become a preeminent player in the food industry in India. To target international people it has started manufacturing different products like dairy blanching agent, table butter, UHT, skimmed and full cream milk powder and all fruit-vegetable products such as mango pulp, banana puree, mango slice, juices, jams, ketch ups, etc. So, we can say that Mother Dairy has followed different strategies to target different kind of people. Dairy shall sIn times to comTargeted market of Amul towards different age peoplePRODUCTSAmul were marketed its products through with(predicate) 50 gross gross revenue offices located across India to 4000 wholesalers. And again wholesalers made chain! of more than 50000 retailers to sale its products to different consumers across the country.
?Product is anything that can be offered to a market to satisfy need or want? (P.Kotlar, L.Brown, S.Adam, G.Armstrong). Consumers always want to purchase which is highly affordable and substantially available. Amul have lots variety in products to fulfill take away of the various kinds of consumers. Here is a list of different products produced by Amul to satisfy different kind of consumers:-Bread spreads:?Amul Butter?Amul faint broken Fat Breadspread?Amul Cooking Butterhigh mallow assert:?Amul Pasteurized svelte chedd ar cheese Cheese?Amul Processed Cheese pass out?Amul Pizza (Mozarella) Cheese?Amul Shredded Pizza Cheese?Amul Emmental Cheese?Amul Gouda Cheese?Amul Malai Paneer (cottage cheese)? utterly Delicious PizzaMithaee come in (Ethnic sweets):?Amul Shrikhand (Mango, Saffron, almond Pistachio, Cardamom)?Amul Amrakhand?Amul Mithaee Gulabjamuns?Amul Mithaee Gulabjamun Mix?Amul Mithaee Kulfi Mix?Avsar LadoosUHT draw mountain range:?Amul Shakti 3% dive take out?Amul Taaza 1.5% blubber milk?Amul favourable 4.5% fat take out?Amul Lite Slim-n-Trim take out 0% fat milk?Amul Shakti tone draw?Amul lively slam dance?Amul Snowcap softy MixPure Ghee:?Amul Pure Ghee?Sagar Pure Ghee?Amul terrify Ghee infant Milk Range:?Amul child Milk Formula 1 (0ened Condensed Milk)?Sweetened Condensed Milk-6 months)?Amul Infant Milk Formula 2 ( 6 months above)?Amulspray Infant Milk FoodMilk Powders:?Amul Full Cream Milk Powder?Amulya Dairy blanching divisor?Sagar Skimmed Milk Powder?Sagar Tea and Coff ee whitener?SweetFresh Milk:?Amul Taaza Toned Milk 3%! fat?Amul grand Full Cream Milk 6% fat?Amul Shakti alike(p) Milk 4.5% fat?Amul Slim & Trim Double Toned Milk 1.5% fat?Amul Saathi Skimmed Milk 0% fat?Amul Cow MilkCurd Products:?Yogi Sweetened Flavored Dahi (Dessert)?Amul Masti Dahi (fresh curd)?Amul Masti Spiced Butter Milk?Amul LasseeAmul Ice creams:? purple overlayer Range (Butterscotch, Rajbhog, Malai Kulfi)?Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, takings Bonanza, Roasted Almond)?Natures Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, minacious Currant, Santra Mantra, Fresh Pineapple)?Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)?Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta)? perfectly Delicious (Vanila, Strawberry, chocolate, Choc chips, Cake Magic)Chocolate & Confectionery:?Amul Milk Chocolate?Amul Fruit & Nut ChocolateBrown Beverage:?Nutramul Malted Milk FoodMilk present:?Amul Kool Flavored Milk (Mango, Strawberry, S affron, Cardamom, Rose, Chocolate)?Amul Kool CafeHealth Beverage:?Amul Shakti White Milk Food(www.amul.com)MARKETING MIX ? 4P?s OF MARKETING,Before decision making merchandising mix every company has to check its marketing strategies. Marketing mix is one of the most important concepts of marketing without deciding it no company can run its business easily. Out of these 4 P?s the most important P is product. If company don?t have product to sale it can not take position in the market. Without product company can not cost in the market. So, the main thing is product. Product can every goods or service. Product also includes design, packaging, services provided after sale and also warranty and also tick off name of the company without which it do not have any identification. Amul is producing different products to target different kind of people as it said above. COMPETITIVE furbish up ?MAIN COMPETITORS IN THE MARKETCompetitors are the people who are producing the same goods as t he company producing. Competitors are necessary in l! atest market as market can not do without competitors. Amul is producing different thingsAmul also has launch new kind of pizza of costing 20 Rs. to remainCONCLUSIONSAmul is one of the successful brands in India who has created its brand name in dairy products which is marketed by Gujarat Co-operative Milk Marketing Federation.(GCMMF). It is now become spearheading of the cooperative industries in India as it has cover most of the market in very brief time. It has also proved that Indian farmers have enough skills and abilities to be in direct colligate of the consumers. It has followed such a manner through which it can remain in direct touch of the consumers and fulfill their demand. Amul have big competitors in different products still he is able to make leader position in the market. REFERENCES: ?Heredia, Ruth. (2001) The stratum Of Amul(1st edition), Hardcover, India?Philip Kotlar, Linden Brown, Stewart Adam, Gary Armstrong.(2004) Marketing(6th edition), Pearson Education Au stralia: Australia?www.amul.com If you want to get a full essay, order it on our website:
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