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amul

amul

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Published by Manoj Yadav

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Published by: Manoj Yadav on Nov 15, 2010
Copyright:Attribution Non-commercial

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05/30/2013

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DESCRIPTION:-
Formed in 1946, is a diary co- operative movement in India.
A brand name managed by Gujarat Co-operative MilMarketing Federation Ltd (GCMMF).
Jointly owned by 2.6 million milk producers in Gujarat.
Spurred the White Revolution of India, which has made Indiathe largest producer of milk and milk products in the world.
Overseas makers- Mauritius, UAE, USA, Bangladesh,Australia, China, Singapore, Hong Kong and a few SouthAfrican countries.
Fresh plans of fooding the markets of Japan and Sri Lanka.
Dr. Veghese Kurien, Former chairmans of the GEMMF theman behind the success of Amul.
On 10 Aug 2006, Parthi Bhatol was elected chairmen of GCMMF.
Amul is the biggest brand in the pouched milk sector in theworld and in India it is the biggest food brand.
Range of products includes milk, ghee, milk powders, curd,ice cream, paneer, cream, chocolate, cheese, butter, andshrikhand.
The various brands of Amul's bread spreads are Amul Lite,Amul Butter, and Delicious Table Margarine.
The Brand Amul's milk drinks are sold under various namessuch as Amul Kool, Amul Kool Cafe, Kool Koko, Amul KoolChocolate Milk, and Amul Masti Spiced Buttermilk.
Amul Ice Cream was launched on 10th March 1996 inGujarat.
In 1997, Amul ice creams entered Mumbai followed byChennai in 1998 and Kolkata and Delhi in 2002.
Nationally it was rolled out across the country in 1999.
 
Combated competition like Walls, Mother Dairy andachieved the No 1 position in the country.
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This position was achieved in 2001 and it has continued toremain at the top.
Today the market share of Amul ice cream is 38% shareagainst the 9% market share of HLL, thus making it 4 timeslarger than its closest competitor.
In January 2007, Amul introduced SUGAR FREE &ProLife Probiotic Wellness Ice Cream, which was a firstin India.
This range of SUGAR FREE, LOW FAT Diabetic Delight &ProLife Probiotic Wellness Ice Cream is created for the healthconscious.
DEFENSE STRATEGY: -
Moving consumers from loose milk to packaged milk andgradually move them up the value chain (tetra pack to beverages, all available under the Amul brand)
A sound strategy likely to work.
Being exposed to a brand, it is natural for a customer to trymore products.
Improving socio-economic condition of the customer anchors the desire to enhance lifestyle.
PRODUCTS OF AMUL: -Amul Cheese: -
 
Variants:
Amul Pasteurized Processed Cheddar Cheese.Amul Processed Cheese Spread.Amul Pizza (Mozzarellas) Cheese.
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Amul as a brand investing a lot of resources in cheese because it has to defend its position from the various attacksof its close competitor Britannia and hence attacks itself byintroducing new variants in the cheese segment.
Amul Pizzas:
The brand with the hope to double its cheese sales throughits recent foray into the marketing of vegetable pizzasintroduced amul pizzas.
Marketing analysts say that Amul's pizza marketing strategyis unique because it aims at boosting sales of an `elite' product (cheese) by pushing down prices of another `elite' product (pizza).
The maximum retail price for Amul's Mozzarella cheese isnow Rs 48 per 250 gm, while its processed cheese slices sellat Rs 43 per 200 gm. ``the pizza route would promote salesof an otherwise premium product as cheese,'' they pointedout. Amul aimed to do to pizza what it has already done for ice cream.
They wanted pizzas to become a mass consumption itemlike kulcha chola or chole bhature. And done in the case of ice cream, they intended to force other pizza manufacturersto also slash prices.
Eventually, this would further expand the market for cheese.
Total Quality Management: -Quality: -
“Quality is defined as the totality of characteristics & featuresof a product or process which facilitates realization of givenrequirements.”
 MEANING OF TQM: -
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