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ANALYZING PROMOTIONAL STRATEGIES OF AMUL MILK
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Expressing Sincere
Thanks Towards -
HOD Sir (DMS,SKIT)
Dr. Vikas Shrotriya
Mrs. Ona Ladiwal
Senior Executive, Amul (Sales)Dr. Rakesh Beniwal
Faculty Supervisor
Mr. Atul Gupta
Pavan Yadav
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Content
GCMMF-An Overview
Product Profile
Marketing Strategies
Promotional Strategies Research Methodology
Analysis & Interpretation
Findings
Recommendations
Conclusion
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GCMMF-An Overview
History
Condition of dairy farmers
Plea of dairy farmers and role of Sardar Vallabh Bhai Patel
Formation of first District Co-operative Kaira
Formation of GCMMF
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Cont...
VILLAGEMILKPRODUCER
VILLAGE LEVEL
DISTRICT LEVEL
STATE LEVEL GCMMF
DCMPU
VDCS VDCS
DCMPU
VDCS VDCS
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Cont..
Amul has its origin in the Sanskrit word Amoolya
The largest food brand in India and world's LargestPouchedMilk Brand
With a turnover of INR 67.11 billion
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Father of White Revolution
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Product Profile
Amul Fresh Milk Amul Gold Milk
Amul Taaza Double
Toned Milk Amul Lite Slim and Trim Milk
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Marketing Strategies
1)Quality
2)Value for money
3)Availability
4)Service
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Promotional Strategies
Sylvester daCunha had created Amul Girl.
Utterly Butterly Delicious
GCMMF spends a mere 1% of its turnover onpromotions.
Amul butter girl is entered in the Guinness Book Of WorldRecords for being the longest running campaign ever.
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Amul in Social Networking
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Parlor Scope
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VendingMachine
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Research Methodology
Title
Objective Type of research
Sample size and technique
Data collection Limitation
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Set-A) Type of milk they are using :-
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Set-B) If branded then, Which brand do you using ?
65%15%
18%
2%
Saras
Lotus
Amul
Other
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Set-B) For how much time you are using this brand?
20%
33%
47%
3 Year
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Set-A) What attributes do you consider while
buying milk?
5% 11%
35%
3%
46%
Priailability
Q ality
Oth r
M r th n n
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Set-A) Any Amul product you are using at
present:
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Set-A) Do you aware about Amul pouch milk
available in the Jaipur city ?
94%
6%
es No
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Set-B) If Yes then, By which you know
about the Amul pouch milk ?
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Set-A) Do you know about the Amul ko Jano
Maharani Bano contest ?
2%
98%
Yes
No
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Set-A) Any special recommendation and
suggestion
52%
48% Yes
No
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Set-A) Gender:
68%
32%Male
Female
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Findings
Only 58% respondent using pouched milk.
65% respondent using Saras pouch milk.
47% respondent are loyal to the same brand.
35% looks for quality while buying milk.
96% says that they are aware about the Amul milk pouch.
Amul has lesser local advertisement.
Only 2% are aware about the contest.
52% gave valuable suggestion regarding taste, quality, leakage problem.
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Recommendations
Billboard campaign should start in the Jaipur city.
Local advertisement in the form of newspaper and wall painting should be
increased.
Pamphlets are good with the ice-cream and other product, these should be
provided for the milk pouch as well.
People of Jaipur city are unaware about the Amul ko jano, Maharani bano
contest , So this also should make an effective promotional means to
increase the sell.
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Cont
Quality is the most important factor to survive in the market & making brand
image in the mind of the customer in Jaipur city.
Should launch small pouch of200 gms or250 gms because most of them
are students and they dont have refrigerators in their home (mostly).
To maintain customer loyalty monthly coupon may be given to customer and
discount on them can be give to attract more and more customer.
Available the product widely otherwise customer will switch to other brand.
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Conclusion
Promotional strategies and Visibility of product are vital
to hit the customer mind. At the national level Amul doing best for
making the brand image superior but promotion of fresh milk
category is not good in the Jaipur city. So if Amul wants to compete
the market leader then it should turn up with sound marketing
strategies in Jaipur too. People of Jaipur city are aware about the
Amul fresh milk so action regarding to convert this awareness into
Interest, Desire, and Action should be taken.
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Connect to the organizationDr. Rakesh Beniwal (Senior Sales Executive)
Mobile no: 0-93-520-58-858
Fax: +91-2692-240208
Email: [email protected]
Thank You
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Questions?
Connect with me:
Email: [email protected]
LinkedIn: http://www.linkedin.com/in /pavanyadav100
Facebook: http://profile.to/pavanyadav100
Mobile No.- 0-99-505-47-431
