INTRODUCTION

MARKETING - The chartered institute of

marketing defines marketing as the
“The management process responsible
for identifying, anticipating and
satisfying customer requirement
profitably.”
DAIRY INDUSTRY PROFILE

• Handling of milk & milk products

• Dairy science – Deals with milk and
processing of milk
• India is one of the largest producers of
milk and value-added milk.
• Compared to U.S and Japan, India takes
the pleasure of producing milk at lower
cost.
• Amul was registered on 14-12-1946
• Amul means priceless derived from
the Sanskrit word “Ammolya”
• Amul was managed by Gujarat co-
operative milk marketing federation
Ltd. (GCMMF)
• “Mission 2020” – Rs. 27000 crores
• Amul is an “Umbrella Brand”
 AMUL ICE CREAM
• First launched on 10th march 1996 in
Gujarat.
• They entered Mumbai in 1997 followed by
Chennai in 1998 and kolkata and Delhi in
2002.
• 38% share against the 9% market share of
HLL.
• 2008-09 turnover – Rs.67.11 billion
 Prairie Farms
• It is called Farmer-owned Prairie Farms Dairy
which has provided the freshest and highest
quality dairy products for over 70 years.
• It was begun in the year 1932 by local
creameries, now it has 24 plants and 13 joint
venture plants
• Prairie Farms is a brand of High quality, Fresh,
A great value, Reliable, Consistent, Desirably
Local.
Prairie Farms Ice creams

• Prairie Farms ice cream has a wide

ranges of varieties from vanilla to
banana. They have half gallon
flavors, fat free half gallons, lite no
sugar added half gallons, old recipe
rounds, old recipe pints and
homestyle churn. They have ten
branded partners.
MARKETING MIX OF AMUL
AND PRAIRIE FARMS:
• Amul philosophy is to • Prairie farms are in the
deliver value for market about 70 years
money to its by providing value for
customers. money to its customers.
• Distribution network • They service a vast area
comprises 300-stock of mid-west and mid-
south of U.S. Their
unit, 3000 distributors, products are available
46 sales office and variety of retail, grocery
6,00,000 retailers and stores, food service,
14 retail outlets of drug store and school
amul to reach their location.
customers.
MARKETING MIX OF AMUL AND
PRAIRIE FARMS
• Amul’s advertising • Prairie farms mostly
philosophy had been promote their product
“to be simple, fresh through Run of press,
innovative” They Supplements,
aimed at maintaining Circulars, In store ads
the perfect balance and mailers. Since
between the they supply to many
traditional and the retails they mostly
modern promote their products
in these ways.
MARKETING MIX OF AMUL
AND PRAIRIE FARMS:
• Amul’s product • Prairie farms is a
development was product of high
driven both by the quality, fresh, A great
spirit of the value for his
cooperative system consumers, reliable,
and profitability. Being consistent, desirably
a cattle farmer’s local. Prairie farm
cooperative foundation is built
• They are the upon products of
marketing Savvy of a uncompromising
farmer’s organization quality.
Product range
AMUL PRAIRIE FARMS
Butter Milk
Milk powder
Cottage cheese
Ghee
Cheese Sour cream & Dips
Chocolates Yogurt
Ice creams Ice cream
Milk Butter & Cream
Nutramul and
Frozen treats
Amulya
Juice & Drinks
PACKAGING
AMUL Prairie Farms
Sticks
Half gallon
Cones
Cups Rounds
Home pack Pints
Institutional pack Boxes
Catering pack.
Bars
Four quart pails
CONCLUSION
• They do have product • Prairie farms, they are in
diversification i.e. their field for more than
dairy and non-dairy seventy years which
should be highly
which have advantage appreciated. A company
of expansion of can survive for so long
network and periods only if they
advantage of each provide quality products,
underline objectives. good pricing and follow
For all most all the good promotion
strategies, Prairie Farms is
segment products are one among them.
available