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The first element of the 4 Ps of marketing focuses on your individual goods and their
product line. Product includes services and electronic or digital products such as e-
books that don't have a recognizable physical substance..

Includes features and benefits, installation, service, warranty, packaging, branding.

Overlooked Small Business Opportunities on the Net..... and How to Earn a Superior
Living at Them
provides great insight for service businesses looking to start or expand.

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The next of the 4 Ps of marketing focuses on getting product to your customer.

Includes warehousing, fulfillment, electronic download, shipping, middlemen.

There's A Product in Every One of Us


not only shows you how you can develop 
 product from 

knowledge, but also how this type of product solves major distribution problems,
thus taking care of the second of the 4 Ps of marketing.

An Affiliate Program
lets you sell other people's products while you build your own product and business
and is usually accomplished without carrying inventory or shipping problems.

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This element of the 4 Ps of marketing focuses on communicating with your customer.

Includes advertising, copywriting, media selection, sales force, personal and mass
selling, sales promotion, positioning.

AMUL MARKETING STRATEGY :- µfirst-evers¶ have arrived on the market. µLong life¶ milk and
instant tea. Both represents a landmark in Indian food technology.

PRODUCT AND PRICE:-Amul milk stays fresh for 15 days in 3-layer tetra-packs. Needing no
refrigeration (till opened), it is retailed from Bombay commercial shops by-passing government booths,
rationcards, queues and outlandish timings.
Amul 1/1 milk contains 6 per cent fat and sells at Rs. 6 a litre. Compared to this government distributes 6
per cent full cream milk (Rs. 6 a litre), and 4.5 per cent standardized milk (Rs. 4.60 a litre).

Bombay¶s milk consumption is around 18 lakh litres a day. Worli dairy provides around 12 million litres (66
per cent) while private sources supply the rest. Milk has always been in short supply and thousands of
applications languished for years on end in the waiting lists of government-run Worli dairy.

The under-supplied Bombayite has been compelled to turn to the private market, constituted largely of
medium to small µbhayya¶ cattle owners. Privately produced milk is often water-diluted and always
unpasteurized.

Amul milk, therefore, appears destined for stardom. Prime in quality and available at convenient outlets all
hours of the day, it would seem the answer to a prayer. But a piquant marketing situation arose just a few
days before it was launched when the Maharashtra government announced that rationing was over and
consumers could have all the milk they wanted from official booths. This undoubtedly throws Amul on its
marketing mettle. The renowned cooperative will have to fight for market share and devise strategies to
get Bombay households to consume its milk. Ironically, Amul is delighted to encounter this opposition,
since it has been fathered by Operation Flood of which Amul is a close relative. Indeed V. Kurien¶s
Operation Flood programmes have stimulated areas of dairying plenty in Maharashtra¶s Jalgaon, Dhulia
and other nuclei.

Whatever the outcome of the forthcoming milk marketing contest, the Bombayite stands to be the
fortunate beneficiary. Bombay¶s present milk bonanza is a living demonstration of the success of
Operation Flood. It¶s an eloquent rebuttal to those isolated sceptics who continue to suggest that
Operation Flood has increased the country¶s reliance on imported milk powder. The milk now pouring into
Bombay is the produce of the Indian farmer helped along by Operation Flood. Among the things that
µFlood¶ has done is to place dairying on a sound cooperative footing; ensure a higher price to the rural
producer and consequently induce him to produce more milk; provide better strains of higher yielding
cattle; make available artificial insemination and technical professionals to man the cooperative at the
service of the member farmers.