Amul distribution strategy pdf

In amul s case marketing strategy and branding have been the mantras of success as amul. Orders are collected from the retailers via phone or visits. Compiled by ayushi srivastava, chandan pandey, gursimran singh sethi, jaya maurya, raj singh, rohit. Brand building and creating, nurturing, maintaining, and reinforcing brand awareness appears to the main objective of amuls social media participation. Nestle offers a wide range of products and has an strong depth and width of the products. Apr 19, 2020 marketing mix of amul analyses the brandcompany which covers 4ps product, price, place, promotion and explains the amul marketing strategy.

Thus, there is a lot of importance given to making proper distribution strategies for a company. Project amul the taste of india linkedin slideshare. European journal of business and innovation research vol. In amuls case marketing strategy and branding have been the mantras of success as amul brand is one of the super brands of indian market. May 21, 2014 the communication strategy that amul has used is1 consumer advertising. The major domains across which distribution strategy is framed includes setting distribution objectives in terms of the customer requirements. In the process, we will analyz e these ad vertisements and also see if hu mor is an effective tool for advertising. Amul is recognized for well established distribution and delivery network for dairy products. Amul has an extensive distribution network which can be used to sell its new products into the market, and the substantial brand value and trust of the consumers will also enable easier acceptance from the consumers. Competitive advantage in the marketing strategy of amul there are two major competitive advantages of amul over other brands. Vats network between all the level of distribution network and gcmmf.

What are some of promotional strategies used by amul. Marketing mix of amul 4ps of marketing mix of amul. It had nearly 50 sales offices spread all over the country, more than 5000 wholesale dealers and more than 700 000 retailers. It is indias largest food product marketing organization, selling 46 products. Mainly dealing with dairy and dairy products, amul name is synonymous with trust and quality. Distribution channel amul free download as word doc. Advertising directed at a person who will actually use the product for their own benefit, rather than to a business or dealer. Recently, the company has declared its financial results crossing 18,000 cr in 2014 with a jump of 32% from the previous year.

Its source of liquid milk is the farmerbased organizations at village level and dairy cooperatives. Marketing mix of amul analyses the brandcompany which covers 4ps product, price, place, promotion and explains the amul marketing strategy. Sep 11, 2015 evolution of it the evolution of it in amul was took place in the guidance of dr. Amul is the largest cooperative movement in india with 2. Formed in the year 1948, amul is a brand not only well known in india but is also gaining popularity in overseas markets. A case study of amul cooperative in india in relation to organizational design and operational efficiency dr.

Amul had launched the har ghar amul ghar campaign in jan 2014 as a part of its social media strategy to reach out to a new generation of consumers in the digital media. It is also common for distribution strategy to vary by region as. Marketing strategy of amul covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and. It has a very strong sales and distribution network all over the country. Marketing and selling strategy of amul amul is the largest cooperative movement in india and as the countrys largest food company, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. In addition to the weaknesses in the basic infrastructure, logistics and transportation services are typically not professionally managed, with little regard for quality and service. The birth of amul it all began when milk became a symbol of protest founded in 1946 to stop the exploitation by middlemen inspired by the freedom movement the seeds of this unusual saga were sown more than 65 years back in anand, a small town in the state of gujarat in western india. To study the distribution channel and demand of amul beverages in hubli the network follows an umbrella branding strategy.

Apr, 2010 let us understand the nature of the products handled by the each company and their distribution strategy to enable us to plan for warehouse or facility layout design and equipment used strategy. Amul follows a unique business model, which aims at providing value. Amul is also the largest exporter of dairy products in the. Marketing strategy of amul amul marketing and business strategy. Iaa risk book chapter 9 distribution risks sam gutterman 1. Distribution risks can result in risks to a distribution channel, to the insurers business, and ultimately to its financial sustainability. Jul 15, 2018 marketing mix of amul understanding 4ps of marketing mix of amul. Our business strategy is the same as that in 1946 ie value for many and value for money.

Marketing and selling strategy of maul pick maul is the largest cooperative movement in india and as the countrys largest food whitener, condensed milk, saturated fats and long life milk. Given this wide product portfolio, amul s approach is to promote its brands in a rotational cycle of two to three years. Mainly dealing with dairy and dairy products, amul. The article talks about the impact of its product, price, place and promotional strategies on the performance of the company. Strategy and organization mcgill university embeddedness and the dynamics of growth. Marketing strategy of amul amul marketing and business. Market analysis and sales development of amul milk. The product strategy and mix in mother dairy marketing strategy can be explained as follows. Marketing diary on amul butter distribution channel of amul. In case of direct selling the products are supplied in the shops through their own transport and in case of indirect selling, the company maintains whole sellers and agencies that cover. Project on marketing strategies of amul june th, 2015 amul is the trend setter and based on cooperatives. To study the distribution channel and demand of amul. Place is considered in case of products as well as services distribution strategy is mainly decided by keeping the top management in loop. Amuls distribution channel free download as powerpoint presentation.

Establishment of a direct linkage between milk producers and consumers by eliminating middlemen. This was a reaction to the inefficient, corrupt monopoly polson in place at that point of time. In the health drink segment they have amul sakthi and nutramul. Distribution strategy in the marketing strategy of amul amul. In amul s case marketing strategy and branding have been the mantras of success as amul brand is one of the super brands of indian market. Supply chain management managing complex and dynamic supply and demand networks. A person aspiring to enter in management profession must have practical knowledge of the subject. The milk collection center at village cooperative societies, were first automated. Maul follows a unique business model, which aims at providing value for money rodents to its consumers, while protecting the interests of the milk. Distribution strategy in the marketing strategy of amul. Project report on sales and distribution management pdf. Apr 17, 2019 amul can invest in research and development or adopt a mergers and acquisition strategy to expand its product line. It is also common for distribution strategy to vary by region as a firm may seek.

Amul is also the largest exporter of dairy products in the country. This is also the reason why place which majorly consists of distribution is one of the major 4ps of the marketing mix. Amul marketing mix 4ps amul marketing strategy mba. The amul model of dairy development is a threetiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level. The product strategy and mix in amul marketing strategy can be. Amul integrated marketing communication deepalisawant98. Amul has evolved from its traditional image and now is a symbol of many things. Frozen food products marketing and distribution challenges in. The marketing mix of amul discusses in depth the 4ps of amul and how this brand has expanded its dairy products portfolio and product mix over the years. The distribution strategy of company can be represented as follows. Amul brand building gcmmf amul has the largest distribution network for any fmcg company. Distribution strategy of amul within the marketing management forums, part of the publish upload project or download reference project category.

The main objective of this paper is to study the marketing strategy in amul dairy methodology. Amul has a massive distribution network because its ice creams, milk, butter and cheese is found practically everywhere. Organizing the activities so that the responsibility of performing the. Distribution strategy amul concentrates on breaking the bulk. Apr 01, 2016 amul supply chain at distributor level company gcmmf wholesaler dewas naka small retailers sri patodia sales retailer customer customers amuls supply chain at distributor sri patodia sales distribution management. It has nearly 50 sales offices spread all over the country, more than 3,000 wholesale dealers and more than 5,00,000 retailers. A study of the sales and distribution system at amul. Today amul butter, amul milk powder, amul ghee, amulspray, amul cheese, amul chocolates, amul shrikhand, amul ice cream, nutramul, amul milk and amulya have made amul a leading food brand in india. Christopher, 2006 thus the company uses both direct and indirect selling. They have variety of major products but they used a stratergy ie they used the same branding amul for all of its products they call the company by the farmers company and they give most of the profit to the farmers thats why farmers also started p. Explore marketing projects for mba pdf, marketing projects, advertising project topics or ideas, sales based research projects, latest synopsis examples, samples, structure abstract, base papers, source code, thesis ideas, phd dissertation for mba students, reports in pdf, doc and ppt for final year mba, diploma, bsc, msc, btech and mtech students for the year 2015 and. Project on marketing strategies of amul management paradise.

Amul supply chain at distributor level company gcmmf wholesaler dewas naka small retailers sri patodia sales retailer customer customers amul s supply chain at distributor sri patodia sales distribution management. Mother dairy product portfolio is majorly divided based on the three brands mother dairy, dhara and safal. Housewives are interested in ready made products because they do not want to cook. Rupali satsangi abstract organizational structure can improve the working condition of an organization and a poor structure can ruin all the possibilities of openness, dynamism and decisionmaking. Sep 02, 2018 brand equity in the marketing strategy of amul. Amul distribution strategy authorstream presentation. In this paper we will discuss about the marketing strategies implemented in amul dairy. Through social media, amul strives to reinforce the topofmind brand recall by following the contentpath set and led by amul butter, a subsidiary brand of amul india. Gujarat cooperative milk marketing federation, po box 10, amul dairy road, anand 388 001, gujarat, india phone nos. It is the apex organisation of the dairy cooperatives of gujarat, popularly known as amul,which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

To a milk producer a life enriching experience to a consumer assurance of having wholesome milk to a mother a reliable source of nourishment for her child to the country rural development and self. It takes a lot of time and effort to prepare shami kababs1 and they have to be made in a minimum quantity at home. Its success has not only been emulated in india but serves as a model for rest of the world. Apr 17, 2012 marketing and selling strategy of amul pic amul is the largest cooperative movement in india and as the countrys largest food company, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. Sep 18, 2018 they have variety of major products but they used a stratergy ie they used the same branding amul for all of its products they call the company by the farmers company and they give most of the profit to the farmers thats why farmers also started p. Marketing strategies of amul creative blog on indian. Mother dairy marketing mix 4ps mother dairy marketing. Amul is available today in over 40 countries of the world. Vision of amul amul has a vision to provide more and more satisfaction to the farmers, employees and distributors. Gcmmf amul has the largest distribution network fof any fmcg company. The case of amul cooperative, india 1 i gratefully acknowledge the support received from amul, idrc,canada, center for developing area studies, mcgill, cida, and center for strategy studies, mcgill by way of funding. Wielandwallenburg, 2011 supply chain management scm is the management of a network of interconnected businesses involved in the provision of product and service packages required by the end customers in a supply chain. White flood cooperatives was totally based on amul model. Strategies adopted by fmcg companies for making their.

How this year amul achieved fastest ever growth in their history. After icecreams were launched in 1996, the category was revisited in 1999, in order to improve availability of the product and make it. The objective of industrial visit is to gain insight into practical knowledge in a. The objective was the ensure that the small fragmented milk producers received the maximum possible remuneration while creating low cost high quality products for. Because of the excellent products, the top of the mind positioning, the fantastic distribution and supply chain channels and finally the point of purchase branding and advertising of the amul girl, amul finds itself in a very strong position where its brand equity is concerned. Scribd is the worlds largest social reading and publishing site. Distribution includes both sales and delivery of everything that surrounds a product including customer service and customer experience. Pdf sales and distribution channel of itc sales and. Distribution system of coca cola company and business. Here r some ppts to knw abt the distribution channel of amul advertisements. Amul butter a marketing success story the runaway success of the brand, amul, is one of the best case studies about the product, pricing, positioning and delivery. A distribution strategy is a plan to reach customers with goods and services. A dms application or distribution management system dms is a collection of.

Amul is derived from the sanskrit word amulya which means priceless. Distribution strategies used by businesses 5 types of. Dec 09, 2015 small producers of milk in the state of gujarat established amul diary in 1946. The countrys largest food company, amul, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk. Marketing mix of nestle 4ps of marketing mix of nestle. Marketing strategies of mother dairy brand brandyuva. Frozen food products marketing and distribution challenges in a developing country case study.

They have released a line of films that are only advertised on the digital mediums as its easy to tell stories in longer duration than with the time limitation as on. Distribution strategy in the marketing strategy of amul amul concentrates on from economics 16001 at sdm institute of technology. Recently, the company has declared its financial results crossing 18,000 cr in 2014. In perishable food products, physical distribution is a very important part of the whole business. Information about the comparative packs and prices of all the competitors existing in the market. Amul is an indian dairy cooperative founded in 1947, eight months before indias. Some of the major strategies adopted by fmcg companies for making their brands outstanding compared to competitions are as follows. Market analysis and sales development of amul milk marketing project topics, mba base paper, advertising thesis ideas, dissertation, synopsis, abstract, report, full pdf, working details for marketing management mba, diploma in business, btech, be, mtech and msc college students for the year 20152016. The amul dairy had adopted marketing strategies to improve the growth of the business so, this study has made an attempt to provide anyalze the effectiveness of amul dairy objective. Amul expanding processing capacity, distribution reach.

Amul has built up a terrifying image as a brand in which generations of customers have placed their trust, coming to pricing strategy amul is the price warrior and currently has a very wide range of products to offer for all price points. Advertising to promote an institution or organization, rather than a product or service, in order to create public support and. The distribution channel of amul holds a lot of potential in affecting the demand or sales of amul products through delivery on time, delivery of variety of products, the retailerfriendliness of the policies being set by the distributors and equitable distribution of products to all the retail outlets in a particular region, to name a few. It is common for firms to adopt multiple distribution channels to reach customers in convenient ways. Amul became the worlds largest vegetarian cheese and the largest pouchedmilk brand. Some types of distribution risks are similar to operational risks, which are unpredictable in nature, but can represent significant reputation and financial risks to the insurer.

Nov 23, 2018 amul had launched the har ghar amul ghar campaign in jan 2014 as a part of its social media strategy to reach out to a new generation of consumers in the digital media. Objectives of the project introduction of the topic company profile of amul amul and cooperation gcmmf pest analysis amul 4ps of markering comparison between chocolate companies conclusion bibliography objectives of the project the main objective of the study on this project is to demonstrate the marketing strategies of amul india ltd. Swapnil patil for providing us the opportunity to work on this project. How this year amul achieved fastest ever growth in their. Own it officers to other projects saving the company.