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Amul Marketing Project

Amul Marketing Project

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Published by: Marketing Expert on May 05, 2009
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01/30/2013

 
HTTP://PAKISTANMBA.JIMDO.COMFOR DOWNLOADING THIS REPORT AND FOR MOREPROJECTS, ASSIGNMENTS, REPORTS ONMARKETING,MANAGEMENT,ECONOMICSMARKETING MANAGEMENT,ACCOUNTING,HUMAN RESOURCE,ORGANIZATIONAL BEHAVIOR,FINANCIAL MANAGEMENTCOST ACCOUNTINGVISITHTTP://PAKISTANMBA.JIMDO.COM
 
 Type : CooperativeFounded: 1946Headquarters: Anand, IndiaIndustry: DairyRevenue: $868 million USD (06-07)Employees: 2.41 million milk producers.
HISTORY
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food productsmarketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aimsto provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money
Amul (Anand Milk-producers Union Limited)
, formed in 1946, is a dairycooperative movement in India. The brand name
Amul
, sourced from the Sanskrit word
 Amoolya
, means
 priceless
. It was suggested by a quality control expert inAnand. It is a  brand namemanaged by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd.(GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat,India
. It is based in Anand town of Gujaratand has been a sterling example of a co-operativeorganization's success in the long term. The
Amul Pattern
has established itself as a uniquelyappropriate model for rural development. Amul has spurred the White Revolution of India, whichhas made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand
.Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, icecream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others.Situation of farmersOver five decades ago, the life of an average farmer in Kheda Districtwas very much like that of  his/her counterpart anywhere else inIndia. His/her income was derived almost entirely fromseasonal crops. The income from milk  buffaloeswas undependable. Milk producers had to travellong distances to deliver milk to the only dairy, the Polson Dairy in Anand – often milk wentsour, especially in the summer season, as producers had to physically carry milk in individual
 
containers. Private traders and middlemen controlled the marketing and distribution system for the milk. These middlemen decided the prices and the off-take from the farmers by the season.As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often,they had to sell cream and ghee at throw-away prices. In this situation, the private trader made a killing. Moreover, the government at that time had given monopoly rights to Polson Dairy(around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply to Bombay city in turn (about 400 kilometers away). India rankednowhere amongst milk producing countries in the world in 1946. Gradually, the realizationdawned on the farmers with inspiration from then nationalist leaders Sardar Vallabhbhai Patel(who later became the first Home Minister of free India) and Morarji Desai (who later becomethe Prime Minister of India) and local farmer, freedom fighter and social worker TribhovandasPatel, that the exploitation by the trader could be checked only if they marketed their milk themselves. Amul was the result of the realization that they could pool up their milk and work asa cooperative.
PRODUCT
AMUL BUTTER : ‘UTTERLY BUTTERLY DELICIOUS’AMUL BUTTER was the first product which was officially launched by AMUL in 1945.It has been a market leader during the last 4 decades.
AMUL BUTTER 
is made from Butter, Common Salt, permitted natural colour- Annatto
Composition:
Milk Fat 80%Moisture 16%Salt 2.5%Curd 0.8%
Calorific Value:
720 kcal./100g
Special Features
:Made from fresh cream by modern continuous butter making machines. Marketed in India since4 decades.
Product Specification:

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