Amul distribution strategy pdf

The objective of industrial visit is to gain insight into practical knowledge in a. Apr 01, 2016 amul supply chain at distributor level company gcmmf wholesaler dewas naka small retailers sri patodia sales retailer customer customers amuls supply chain at distributor sri patodia sales distribution management. The case of amul cooperative, india 1 i gratefully acknowledge the support received from amul, idrc,canada, center for developing area studies, mcgill, cida, and center for strategy studies, mcgill by way of funding. After icecreams were launched in 1996, the category was revisited in 1999, in order to improve availability of the product and make it. The amul model of dairy development is a threetiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level. Orders are collected from the retailers via phone or visits. Amuls distribution channel free download as powerpoint presentation. Establishment of a direct linkage between milk producers and consumers by eliminating middlemen. In this paper we will discuss about the marketing strategies implemented in amul dairy. Amul had launched the har ghar amul ghar campaign in jan 2014 as a part of its social media strategy to reach out to a new generation of consumers in the digital media. Frozen food products marketing and distribution challenges in a developing country case study. How this year amul achieved fastest ever growth in their history.

The article talks about the impact of its product, price, place and promotional strategies on the performance of the company. The product strategy and mix in amul marketing strategy can be. Amul brand building gcmmf amul has the largest distribution network for any fmcg company. Distribution strategies used by businesses 5 types of. Distribution strategy amul concentrates on breaking the bulk. In perishable food products, physical distribution is a very important part of the whole business. Amul butter a marketing success story the runaway success of the brand, amul, is one of the best case studies about the product, pricing, positioning and delivery. The milk collection center at village cooperative societies, were first automated. Vision of amul amul has a vision to provide more and more satisfaction to the farmers, employees and distributors.

Amul is the largest cooperative movement in india with 2. Sep 02, 2018 brand equity in the marketing strategy of amul. Explore marketing projects for mba pdf, marketing projects, advertising project topics or ideas, sales based research projects, latest synopsis examples, samples, structure abstract, base papers, source code, thesis ideas, phd dissertation for mba students, reports in pdf, doc and ppt for final year mba, diploma, bsc, msc, btech and mtech students for the year 2015 and. Distribution strategy in the marketing strategy of amul amul concentrates on from economics 16001 at sdm institute of technology. Sep 18, 2018 they have variety of major products but they used a stratergy ie they used the same branding amul for all of its products they call the company by the farmers company and they give most of the profit to the farmers thats why farmers also started p. The amul dairy had adopted marketing strategies to improve the growth of the business so, this study has made an attempt to provide anyalze the effectiveness of amul dairy objective.

In amuls case marketing strategy and branding have been the mantras of success as amul brand is one of the super brands of indian market. Maul follows a unique business model, which aims at providing value for money rodents to its consumers, while protecting the interests of the milk. Amul marketing mix 4ps amul marketing strategy mba. It takes a lot of time and effort to prepare shami kababs1 and they have to be made in a minimum quantity at home. Rupali satsangi abstract organizational structure can improve the working condition of an organization and a poor structure can ruin all the possibilities of openness, dynamism and decisionmaking. Own it officers to other projects saving the company. Its success has not only been emulated in india but serves as a model for rest of the world.

Housewives are interested in ready made products because they do not want to cook. Amul has evolved from its traditional image and now is a symbol of many things. It has a very strong sales and distribution network all over the country. Market analysis and sales development of amul milk. Distribution strategy in the marketing strategy of amul amul. Competitive advantage in the marketing strategy of amul there are two major competitive advantages of amul over other brands. Project report on sales and distribution management pdf. Today amul butter, amul milk powder, amul ghee, amulspray, amul cheese, amul chocolates, amul shrikhand, amul ice cream, nutramul, amul milk and amulya have made amul a leading food brand in india. Because of the excellent products, the top of the mind positioning, the fantastic distribution and supply chain channels and finally the point of purchase branding and advertising of the amul girl, amul finds itself in a very strong position where its brand equity is concerned. What are some of promotional strategies used by amul. May 21, 2014 the communication strategy that amul has used is1 consumer advertising.

Recently, the company has declared its financial results crossing 18,000 cr in 2014. The marketing mix of amul discusses in depth the 4ps of amul and how this brand has expanded its dairy products portfolio and product mix over the years. Brand building and creating, nurturing, maintaining, and reinforcing brand awareness appears to the main objective of amuls social media participation. Objectives of the project introduction of the topic company profile of amul amul and cooperation gcmmf pest analysis amul 4ps of markering comparison between chocolate companies conclusion bibliography objectives of the project the main objective of the study on this project is to demonstrate the marketing strategies of amul india ltd.

Supply chain management managing complex and dynamic supply and demand networks. The objective was the ensure that the small fragmented milk producers received the maximum possible remuneration while creating low cost high quality products for. It is indias largest food product marketing organization, selling 46 products. Mother dairy product portfolio is majorly divided based on the three brands mother dairy, dhara and safal. Given this wide product portfolio, amul s approach is to promote its brands in a rotational cycle of two to three years. Swapnil patil for providing us the opportunity to work on this project. In the health drink segment they have amul sakthi and nutramul. Amul is also the largest exporter of dairy products in the country. Distribution system of coca cola company and business.

It has nearly 50 sales offices spread all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers. A study of the sales and distribution system at amul. Project on marketing strategies of amul june th, 2015 amul is the trend setter and based on cooperatives. Jul 15, 2018 marketing mix of amul understanding 4ps of marketing mix of amul.

Marketing strategies of amul creative blog on indian. Christopher, 2006 thus the company uses both direct and indirect selling. Vats network between all the level of distribution network and gcmmf. This is also the reason why place which majorly consists of distribution is one of the major 4ps of the marketing mix. Apr 17, 2012 marketing and selling strategy of amul pic amul is the largest cooperative movement in india and as the countrys largest food company, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. The product strategy and mix in mother dairy marketing strategy can be explained as follows. It is also common for distribution strategy to vary by region as a firm may seek. Frozen food products marketing and distribution challenges in.

Mainly dealing with dairy and dairy products, amul name is synonymous with trust and quality. Distribution risks can result in risks to a distribution channel, to the insurers business, and ultimately to its financial sustainability. A person aspiring to enter in management profession must have practical knowledge of the subject. Some types of distribution risks are similar to operational risks, which are unpredictable in nature, but can represent significant reputation and financial risks to the insurer.

Formed in the year 1948, amul is a brand not only well known in india but is also gaining popularity in overseas markets. A case study of amul cooperative in india in relation to organizational design and operational efficiency dr. In amul s case marketing strategy and branding have been the mantras of success as amul brand is one of the super brands of indian market. Strategies adopted by fmcg companies for making their.

Nestle offers a wide range of products and has an strong depth and width of the products. The major domains across which distribution strategy is framed includes setting distribution objectives in terms of the customer requirements. It is also common for distribution strategy to vary by region as. Amul is an indian dairy cooperative founded in 1947, eight months before indias. How this year amul achieved fastest ever growth in their. Recently, the company has declared its financial results crossing 18,000 cr in 2014 with a jump of 32% from the previous year. Amul follows a unique business model, which aims at providing value.

Marketing and selling strategy of amul amul is the largest cooperative movement in india and as the countrys largest food company, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. Marketing mix of nestle analyses the 4ps of marketing mix of nestle product, price, place, and promotion. The countrys largest food company, amul, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. In addition to the weaknesses in the basic infrastructure, logistics and transportation services are typically not professionally managed, with little regard for quality and service. Amul became the worlds largest vegetarian cheese and the largest pouchedmilk brand. A dms application or distribution management system dms is a collection of. Marketing mix of amul analyses the brandcompany which covers 4ps product, price, place, promotion and explains the amul marketing strategy. Amul is available today in over 40 countries of the world. Mother dairy marketing mix 4ps mother dairy marketing. The main objective of this paper is to study the marketing strategy in amul dairy methodology. Amul is recognized for well established distribution and delivery network for dairy products. Our business strategy is the same as that in 1946 ie value for many and value for money. Apr, 2010 let us understand the nature of the products handled by the each company and their distribution strategy to enable us to plan for warehouse or facility layout design and equipment used strategy.

Strategy and organization mcgill university embeddedness and the dynamics of growth. Marketing and selling strategy of maul pick maul is the largest cooperative movement in india and as the countrys largest food whitener, condensed milk, saturated fats and long life milk. In case of direct selling the products are supplied in the shops through their own transport and in case of indirect selling, the company maintains whole sellers and agencies that cover. Data analysis software utilization for milk production estimation and increasing productivity. It is common for firms to adopt multiple distribution channels to reach customers in convenient ways. Dec 09, 2015 small producers of milk in the state of gujarat established amul diary in 1946. Marketing mix of amul 4ps of marketing mix of amul. Advertising to promote an institution or organization, rather than a product or service, in order to create public support and. Distribution strategy of amul within the marketing management forums, part of the publish upload project or download reference project category.

Wielandwallenburg, 2011 supply chain management scm is the management of a network of interconnected businesses involved in the provision of product and service packages required by the end customers in a supply chain. Its source of liquid milk is the farmerbased organizations at village level and dairy cooperatives. The distribution channel of amul holds a lot of potential in affecting the demand or sales of amul products through delivery on time, delivery of variety of products, the retailerfriendliness of the policies being set by the distributors and equitable distribution of products to all the retail outlets in a particular region, to name a few. Amul expanding processing capacity, distribution reach. Preface amul is the pride not only of gujarat but also of entire country. Marketing mix of amul understanding 4ps of marketing mix of amul.

Marketing mix of nestle 4ps of marketing mix of nestle. Here r some ppts to knw abt the distribution channel of amul advertisements. White flood cooperatives was totally based on amul model. Thus, there is a lot of importance given to making proper distribution strategies for a company. Some of the major strategies adopted by fmcg companies for making their brands outstanding compared to competitions are as follows. Marketing strategies of mother dairy brand brandyuva. To study the distribution channel and demand of amul beverages in hubli the network follows an umbrella branding strategy. Mainly dealing with dairy and dairy products, amul. Gujarat cooperative milk marketing federation, po box 10, amul dairy road, anand 388 001, gujarat, india phone nos. This was a reaction to the inefficient, corrupt monopoly polson in place at that point of time. Scribd is the worlds largest social reading and publishing site. Amul integrated marketing communication deepalisawant98. Pdf sales and distribution channel of itc sales and.

Distribution includes both sales and delivery of everything that surrounds a product including customer service and customer experience. Place is considered in case of products as well as services distribution strategy is mainly decided by keeping the top management in loop. Organizing the activities so that the responsibility of performing the. Gcmmf amul has the largest distribution network fof any fmcg company. A distribution strategy is a plan to reach customers with goods and services. Distribution channel amul free download as word doc. Marketing strategy of amul amul marketing and business strategy. Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer. Project amul the taste of india linkedin slideshare. The birth of amul it all began when milk became a symbol of protest founded in 1946 to stop the exploitation by middlemen inspired by the freedom movement the seeds of this unusual saga were sown more than 65 years back in anand, a small town in the state of gujarat in western india.

Project on marketing strategies of amul management paradise. The distribution strategy of company can be represented as follows. India today is totally independent on milk sector because of amul. It is the apex organisation of the dairy cooperatives of gujarat, popularly known as amul,which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. It is a matter of great pleasure in preparing this project on such esteemed organization. In amul s case marketing strategy and branding have been the mantras of success as amul. Marketing strategy of amul amul marketing and business. In the process, we will analyz e these ad vertisements and also see if hu mor is an effective tool for advertising. Amul distribution strategy authorstream presentation. Marketing strategy of amul covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and. Amul has built up a terrifying image as a brand in which generations of customers have placed their trust, coming to pricing strategy amul is the price warrior and currently has a very wide range of products to offer for all price points. Nov 23, 2018 amul had launched the har ghar amul ghar campaign in jan 2014 as a part of its social media strategy to reach out to a new generation of consumers in the digital media.

Amul has an extensive distribution network which can be used to sell its new products into the market, and the substantial brand value and trust of the consumers will also enable easier acceptance from the consumers. Through social media, amul strives to reinforce the topofmind brand recall by following the contentpath set and led by amul butter, a subsidiary brand of amul india. Apr 19, 2020 marketing mix of amul analyses the brandcompany which covers 4ps product, price, place, promotion and explains the amul marketing strategy. Distribution strategy in the marketing strategy of amul. Information about the comparative packs and prices of all the competitors existing in the market. They have variety of major products but they used a stratergy ie they used the same branding amul for all of its products they call the company by the farmers company and they give most of the profit to the farmers thats why farmers also started p. Market analysis and sales development of amul milk marketing project topics, mba base paper, advertising thesis ideas, dissertation, synopsis, abstract, report, full pdf, working details for marketing management mba, diploma in business, btech, be, mtech and msc college students for the year 20152016. European journal of business and innovation research vol. Apr 17, 2019 amul can invest in research and development or adopt a mergers and acquisition strategy to expand its product line. It had nearly 50 sales offices spread all over the country, more than 5000 wholesale dealers and more than 700 000 retailers.