You are on page 1of 16


Anand Milk Union Limited formed in 1946 is a dairy cooperative movement. Is based in Anand, Gujarat & has been a sterling example of a cooperative organizations success in the long term. Amul has spurred the white revolution of India. The turn over of Amul in 2007-08 was Rs.52.55 billion.

The first milk Union milk was established in 1946 with 250 liters of milk. Amul was established in 1955, in the year 1946 the union was known as Kaira district co-operative milk producers union. This union selected the name Amul. The word Amul is derived from a Sanskrit word AMULYA which means priceless. Shri Pandit Jawaharlal Nehru, the then prime minister of India declared it open at Amul dairy on Nov20th, 1955. Amul has more than 150 chilling centers in


Amul Butter Amul Lite

Delicious Table Margarin


share of Amul butter is around 86% Market presence available in over 500,000 retail outlets across India. Amul butter is made from- butter, common salt, permitted natural color (annatto) Amul comes under FMCG sector.

Demographics Age- from 5 yrs 80 yrs. Sex- No bar Income- low to high Occupation-Any sector (not necessary) Education- Lower to higher

Psychographics Personality- No discrimination. Life style- a basic normal life to high class living std Buying Motives-It is generic with butter category, renowned butter available in market, loved by all consumers.


Specification- Meets AGMARK standards and BIS specifications. No.IS:13690:1992. personality- It is a unisex product. is its taste. Amul butter is made from fresh cream by modern continuous butter making machines. (purely vegetarian)




butter is in its Maturity stage , as it is the most profitable stage and definitely Amul butter is making huge profits as it dominates the market with an overall share of 86%. sale is definitely increasing but at a slower pace, has a very strong Brand awareness and advertising expenditure thus reduced.


Amul-plans to protect near dominance in low margin market with price. Britannia- focusing on just top 30 cities Nestle- an outsourced product to complete dairy range.

1. Sampling Technique: Probability

sampling. 2. Sample Unit: People who buy butter available in retail outlets, Superstores etc. 3. Sample size: 50 respondents 4. Method: Direct interview through questionnaire. 5. Data analysis method: Random sampling method

Sampling Technique: Non-Probability sampling (A non-probability sampling technique is that in which each element in the population does not have an equal chance of getting selected ) 2. Sample Unit: unmarried working class. 3. Sample size: 50 respondents 4. Method: self selection method. 5. Data analysis method: Random