AMUL- A GLIPMSE OF ITS HISTORY Mahatma Gandhi had once said “The soul of India lives in villages”. This statement was truly captured by Amul making India the largest producer of milk in the world today. But the journey of this accomplishment started five decades back in 1946 with a dairy cooperative movement in the Kaira district of Bombay. This movement led to the establishment of KDCMPUL (Kaira District of Cooperative Milk Producers Union Limited). It was renamed as Anand Milk Union Limited (AMUL)
BRAND’S IDENTITY, PERSONALITY AND SYMBOLISM • The brand name AMUL has been derived from a Sanskrit work ‘AMOOLYA’ which means priceless. After the liberalization of the Indian economy in the year 1991, with the introduction of its campaign ‘THE TASTEOF INDIA’, AMUL has fetched a greater mileage for itself. The personality of the brand has been built since the year 1976 by symbolizing a cute little moppet girl dressed in a polka-dot frock as its mascot, making her a part of our daily lives. • The
internship to govern if they have a concern in a particular profession, make a net of contacts. An internship is a method of on –job training I have undertaken in evaluation of customer satisfaction towards Amul pro at GCMMF in Bangalore. This study is oriented towards the product of the Amul Company. Today every organization strives hard to gain and retain their customer at any cost, in order to achieve this it is necessary for the organization to study the satisfaction level of their product from
15-16bn, around 30-32% is in the hands of organized sector valued at Rs 4.9bn, rest all is with the unorganized sector. Among the major players in this industry Hindustan Lever has a market share of around 50%, represented mainly by Kwality Walls brand. Amul with an estimated market share of 35% is rapidly gaining market share and lastly Vadilal is the player in the national market with 8-9% of the market share. With India's per capita consumption of ice-cream - at 200 ml - against 22 litres in markets
In the ice cream business, where Mother Dairy trails market leader Amul and Kwality Walls, its advertising and promotions budget will double. Amul, which is the market leader with 38% market share, Kwality has an 16% market share and Mother Dairy has about 8%.Mother Dairy expects new markets to drive up sales of its ice cream by 41% this year, compared to
Targeting and Positioning While trying to classify our consumer market based on demographics as well as psychographic characteristics, our segmentation indicates that people belonging to middle and upper strata of the society who have higher disposable income and students and teenagers are more likely to indulge in ice cream belonging to the premium category. Based on our analysis, we have identified two major target consumer segments for London Dairy. 1. Principal Target Segment Our principal
entry and exit to the firms. These markets have a small share in market. Since the products are identical and there are large number of buyers and sellers so the company cannot take control over the price. Examples are: Hul, Parle, Itc, Britania, Amul, Nestle, and many more. Features of Perfect Competition Market: • Large number of sellers: There are large number of seller in the market to sell the products. The number is so large that if the customer is not satisfied with one seller then it can
is a very rare situation. Non visibility would start inviting substitutability for the product. This may not be true in case of products for which we cannot think of substitute. Like in India if it is butter it is Amul butter. If Amul butter is not available, customer will wait till Amul butter is available. Apart from increasing the visibility of the brand in stores other alternative to manage brand is to diversify their distribution channel. For eg: We find Soft drinks in grocery shops, bakers shop
In today's ever-changing global marketplace, competition has become fiercer, and the bar has been raised by customers seeking added value from their business partners. The market raises many "how to" questions: How to provide value-added products and services to meet customers' constantly increased expectation? How to correctly position your company in the marketplace and effectively compete with your competitors'? How to expand your company's market share and increase the overall value of your company
Introduction Reliance Fresh is part of Reliance Retail - it is the convenience store format that sells fresh fruits and vegetables, staples, groceries, fresh juice, bars and dairy products. Currently there are 1691 Reliance Fresh outlets India and last year Reliance Fresh alone accounted for Rs.3928 crores of the total revenue. A typical Reliance Fresh store is about 3000–4000 square feet and caters to the needs of the people in a 2–3 km radius. Recently, Reliance Retail has decided to reduce its
1. (Pool) points out that human beings tend to anthropomorphize objects. Brands use this tendency by personifying their products, some common examples being Michelin Man, Fido Dido and Mr. Peanut. This works due to people’s need to have more relationships, their inclination to personify so as to make more sense of the world around them, and to understand things that they don’t easily understand. 2. (Danielle Sarver Coombs, 2014) reported that America’s oldest advertising mascot appeared in 1877
where DKMU have been not reached. Sri Krishna dairy is trying to compete with DKMU in field Procurement and marketing of milk. It is adopting new strategy as per demand and supply for milk products in the market. Other than, Sri Krishna Dairy PVT, Ltd, Amul and Arogya also giving bit of competition. For DKMU some time in Mangalore even local milk seller and they sell milk at cheaper rate compare to Nandini pricing strategy. SWOT Analysis: SWOT analysis a method used to evaluate overall strength,
Who we are Brand names for you, your family and your home for less. Every day. Our mission is to deliver great value on ever-changing selections of brand name and designer fashions at prices generally 20%-60% below department and specialty store regular retail prices on comparable merchandise, every day. We’re able to offer these great values because of our flexible business model, our strong vendor relationships and our opportunistic buying strategies. TJX is not an outlet store, but an off-price
CHAPTER 1 INTRODUCTION 1.1 Introduction About the Internship As per the Master of Business Administration course structure of Visvesvaraya Technological University (VTU) Belagavi each student has to undergo an Internship Training in the 4th semester of their course for period of 12 weeks under the mentorship of an external guide in a reputed company. At the end of internship period, the student has to submit the internship report to the VTU, Belagavi. This period will be evaluated internally and
The chocolate industry in India is one of the major segments of the Indian confectionery, which is at the pace of increasing demand. Food retail industry and confectionery are the fastest growing sectors which would accelerate the growth of chocolates in the country. Introduction India is a nation of chocoholics and the country has one of world’s fastest growing chocolate markets. Chocolates, one of the mouth-watering foods are relished by kids, young and middle-aged people in India. In the
The fourth largest sector in the Indian economy is all set for 16% growth during 2008-09, from a base of Rs. 85470 crores, as predicted by FICCI. Going forward, as anticipated by CRISIL, FMCG sector will touch around Rs. 140000 crores by 2015 (33.4B$). This post will through some pointers for growth in FMCG Sector and update with the contemporary category trends. Growth Drivers: FMCG Sector 1. Disposable Income: There is increase in disposable income, observed in both rural and urban consumers
manufacture the products in accordance with the taste of the individuals. Gujarat’s beverage brand Rasna had a 93% market share in the soft drink concentrate market in India and as of 2013, the company had a turnover of 3.5 billion (US$57 million). AMUL, Taste of India, has been listed as India's Most Attractive Food & Beverage (F&B) Brand out of a total of 177 brands listed in the Food & Beverage category by TRA (Trust Research
1.2 PACKAGING IN FMCG INDUSTRY Packaging mirrors the image and uniqueness to the consumer about a company while branding a product (Mishra and Jain, 2012). Today’s consumer never differentiates the consumer product from its package, where they look the package also as a part of that product (Ahmed et. al., 2005). Packaging plays a vital role of protecting the product inside and attracting the consumer outside. Packaging has a significant part in allowing products to respond to the demands and needs
Introduction: Milk dairying has been a part of agriculture for thousands of years, but historically, it was usually done on a small millions of small scale on mixed farms, millions of small scale farmers and landless agriculture are farmers playing a vital role in making success of the dairy co- operative sector in India. Developed dairying in the year 1850 in USA seen as the dividing between farms and factory scale product. Milk is produced from the farmer or milk producer procured processed and
2.1 INDUSTRY PROFILE: Milk is the nature’s idea of food for infants and growing children in our country, except in rare cases of lactose intolerance. That is importance of milk occupies in our diet has been recognized since Vedic time, and all modern research has only supported and reinforced this view. In fact, milk is now considered not only desirable but very much essential to person from his childhood. In early days the household have to produce their milk by maintaining their family cows or