The different Brand and Packaging Offered by the Company.
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.
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
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.
Amul Butter, Amul Lite, Delicious Table Margarine (Or Butter substitute)
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
Amul Spray Infant milk Food, Amul Instant Full Cream Milk Powder, Sagar
Skimmed Milk Powder, Sagar tea Coffee whitener
Seek the general perception of consumer towards Amul
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.
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
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
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.
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
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
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
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
1999 Indian Express Newspapers (Bombay) Ltd.
Article by Mini Varma published in The Asian Age on March