SOUTH INDIAN WELFARE SOCIETYS

N.R. SWAMY COLLEGE OF COMMERCE & ECONOMICS

AND
SMT. THIRUMALAI COLLEGE OF SCIENCE
337, Sewree Wadala Estate, Wadala Mumbai 400031
ACCREDITED BY NAAC WITH B+ GRADE

A PROJECT ON
STRATEGIC MANAGEMENT OF AMUL
IN THE SUBJECT
STRATEGIC MANAGEMENT
SUBMITTED BY
NAME: ANIL N CHAUHAN
ROLL NO.: 26045

DIVISION: A

UNDER THE GUIDANCE OF

PROF. SHUBASHANI
TO

UNIVERSITY OF MUMBAI
FOR

MASTER OF COMMERCE PROGRAMME

(SEMESTER - I)
YEAR: 2012-13

SOUTH INDIAN WELFARE SOCIETYS

N.R. SWAMY COLLEGE OF COMMERCE & ECONOMICS
AND
SMT. THIRUMALAI COLLEGE OF SCIENCE
337, Sewree Wadala Estate, Wadala Mumbai - 400031
ACCREDITED BY NAAC WITH B+ GRADE

EVALUATION CERTIFICATE
This is to certify that the undersigned have
assessed and evaluated the project on STRATEGIC
MANAGEMENT OF AMUL

submitted by ANIL NEBULAL CHAUHAN, student

of M.Com. Part - I (Semester I) for the academic
year 2012-13. This project is original to the best of
our knowledge and has been accepted for Internal
Assessment.

Name & Signature of Internal Examiner

Name & Signature of External Examiner

PRINC
IPAL
College Seal

DR. P.G.
GOPALAKRISHNAN
SOUTH INDIAN WELFARE SOCIETYS
N.R. SWAMY COLLEGE OF COMMERCE & ECONOMICS
AND
SMT. THIRUMALAI COLLEGE OF SCIENCE
337, Sewree Wadala Estate, Wadala Mumbai - 400031
ACCREDITED BY NAAC WITH B+ GRADE

DECLARATION BY THE STUDENT

I, ANIL NEBULAL CHAUHAN of M.Com. (Part
I)

Roll No.: 26045

hereby declare that the

project titled STRATEGIC MANAGEMENT

OF

AMUL for the submitted by me for Semester I of

the academic year 2012-13, is based on actual
work carried out by me under the guidance and
supervision Of SHUBASHANI. I further state that
this work is original and not submitted anywhere
else for any examination.

Place:
Date:
Name & Signature of Student

AKNOWLEDGEMENT

I Here by acknowledge all those who directly or indirectly help me to

draft the project report. It would not have been possible for me to
complete the task without their help and guidance

First of all I would like to thanks to my professors who give me

the opportunity to do this project work. They also conveyed the
important instruction from the university from time to time
secondly, I am very much obliged to my professors for giving
guidance for complementing the project

INDEX
SR
NO.
1

CONTENTS

HISTORY OF AMUL

AMUL PRODUCTS

AMUL BRANDING

4
5

AMUL NEW PRODUCTS LAUNCH & IDEA BEHIND

LAUNCH
AMUL COMPETITORS

STRATEGYS

8
9

MARKET SEGMENTATION

MARKETING MIX
CONCLUSION