Formed in 1946, Amul began the dairy cooperative movement in India and formed an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.2 million milk producers in Gujarat, India. Its products, including milk powders, liquid milk, flavoured milk (Amul Kool), Sweetened Condensed Milk, butter, ghee, cheese, chocolate, ice cream, pizza, paneer, shrikhand, Cream, Mithaee, Amul Masti Dahi and the Amul shakti & Nutramul brand of Health food drink are widely used throughout India and abroad and have made Amul the largest food brand in India today with an annual turnover of some Rs 30 Billion ($US 600 million) per annum.
The primary goal of Dr. V. Kurien, Chairman GCMMF, the "Milk Man of India", has been to build a strong Indian society economically through an innovative cooperative network, to provide quality service and products to end-consumers and good returns to the farmer members. Dr. Kurien states, "We have traversed a path that few have dared to. We are continuing on a path that still fewer have the courage to follow. We must pursue a path that even fewer can dream to pursue. Yet, we must. We hold in trust the aims and aspirations of millions of our countrymen."
Target segment = Retailer and Consumer
Simple size = 100
Consumer = 2, 00,100
Retailer = 150
Sampling = Probability Sampling
Instrument of Survey = Questionnaire
Method = Personal Interaction
This project is related to “Marketing Amul.” The Methodology is being developed after understanding the needs and requirements of the company.
- The purpose of the Report is to inform the company about the resent changes in consumer buying behavior.
- An Understanding being trying to develop about the competitor strategies.
- It is effect on the Retailers.
To fulfilling these tests a Consumer Survey, Retailer Survey and competitor Companies Market Share and Policies is trying Reviewed in this Report.
This Report is being created keeping in mind that it will be beneficial for the company in adding more customers in the future.
Number of Pages of Project Report: 54
Package Includes: Project Report
Project Format: Document (.doc)
Table of Contents of Project Report:
2. Research methodology
3. Company Profile
- Innovation at the Grass Roots
- The Amul India Story: Ruth Herediya
- List of Products Marketed
- Products Detailer
- Amul Parlours
4. Markets Served Currently and Marketing Strategy
- International Comparisons
5. SWOT Analysis