Amul mithaimate


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A Project Report on Marketing Strategies on Comparative Analysis of Amul Mithai mate.

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  • The different Brand and Packaging Offered by the Company.
  • Amul mithaimate

    1. 1. Presented By Abhishek Gupta
    2. 2. What is ? World’s Largest pouched milk brand Largest food brand in India
    3. 3. Introduction  Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India.  It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India.  Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day.
    4. 4.  Amul products have been in use in millions of homes since 1946. Amul Mithaimate, Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.  The Milk Cooperative company AMUL is the sole indian brand & the most popular brand in FMCG sector. Also , AMUL is ranked No.1 dairy brand not just in India but across the Asia Pacific regions & competing with global brands like Dutch , Dumex , Anchor etc . It was listed 4thIndia brands for 2012 & 2013 as well.
    5. 5. Products  Bread Spreads Amul Butter, Amul Lite, Delicious Table Margarine (Or Butter substitute)  Milk Drinks Amul Kool Milk shake, Amul Kool, Amul Kool Café, Kool Koko, Nutramul Energy Drink, Amul Kool chocolate milk, Amul Kool flavoured Bottled Milk, Amul Kool Flavoured Tetra Pack, Amul Masti Spiced Buttermilk, Amul Lasee, Amul Kool Thandai  Powder Milk Amul Spray Infant milk Food, Amul Instant Full Cream Milk Powder, Sagar Skimmed Milk Powder, Sagar tea Coffee whitener
    6. 6. Research Methodology RESEARCH PROBLEM  Seek the general perception of consumer towards Amul Mithaimate.  To know the consumer psyche and their behaviour towards Amul Mithaimate . OBJECTIVE OF THE RESEARCH  To know the relationship of sales with the advertisement.  To know awareness of people towards Amul Mithaimate.  To know the preference of Amul Mithaimate with comparison to Nestle Milkmaid .  To know the factors which affects consumer’s buying behaviour.
    7. 7. FINDINGS  I find the main thing is that “Amul” brand name has very good image in consumer’s mind and they consider it as Pure & Good Product.  As I found that the main product of Amul is Milk and company firstly wants to capture maximum market share in milk market which is approx. 66%, after it Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it is not concentrating upon Mithaimate.  There is lack of Sales Promotional Activities i.e. free tattoo, extra weight, toys, quiz contest etc.  Generally, I found that most of the customers used to Nestle milkmaid as compare Amul mithaimate.  Nestle is main competitor of Amul.
    8. 8. SUGGESTIONS  First and foremost Amul should take proper action in order to improve service, because although being on a top slot in Butter and milk supplies it does not get the sales in mithaimate, which it should get.  Company should use brand ambassador which attracts each age segment i.e. Enrique Iglesias, Shahrukh Khan, Shakira, Amitabh Bacchan, Superman, Krrish, etc.  Amul should give local advertisements apart from the advertisements given at the national level. Local advertisement must mention the exclusive Amul shops of the city.  Try and change the perception of the people through word of mouth about Amul in advertisements, because they are the best source to reach Children and families.  Company Should make a strong relationship between consumer and retailer.
    9. 9. CONCLUSION  AMUL will be an outstanding marketing organization, with specialization in marketing of food and dairy products, both fresh and long life with customer focus and information technology integration.  AMUL has been satisfying the customers on a large scale which ensures its success in the future.  In BILASPUR AMUL is found to be a highly preferred brand for dairy products.  BILASPUR could be a great market for Amul, if it improves its Supply Chain Management.  For market growth of Amul Mithaimte company should have to provide a better services than other competitors like Nestle.
    10. 10. References          http:// 1999 Indian Express Newspapers (Bombay) Ltd. Article by Mini Varma published in The Asian Age on March 3, 1996
    11. 11. Some Creative Ads of AMUL
    12. 12. And so Sridevi returns in English Vinglish...
    13. 13. Utterly Barfily Delicious AMUL
    14. 14. Product Diversification
    15. 15. Any Queries ?????