I. Introduction of AMUL Industry
AMUL stands for Anand Milk Union Limited. Amul was formed on
Dec. 14, 1946 The word “Amul” is
derived from Sanskrit word 'Amulya' which means 'priceless' or precious'. It is
a milk product cooperative dairy company based in the small town of Anand in
the Gujarat state of India. It was suggested by quality control experts.
Amul has spurred the Operation Flood of India, which has made India the largest
producer of milk & milk products in the world.
Amul is an example of a cooperative sector
industry. Slowly & gradually Amul has also expanded its distribution
network across the country. Currently, there are 3,500 distributors for value
added milk products & 1800 distributors for fresh milk to ensure that Amul
products are available to all segments of consumers in India through more than
20 lakhs outlets.. Amul
is the largest food brand in India and world's largest pouched milk brand. Besides India, Amul has entered
overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South African countries.
Demographic
Factors:
Amul is a brand that has
been part of Indian taste valet since many decades. Middle and lower class
Indian family are the target customers of the brand. Amul products are loved by
people of different of age group and demography. Nine out of ten people choose
Amul butter as their breakfast. The brand mascot- a girl with polka dotted
dress created by Sylvester daCunha, for an AD campaign in 1996 still an iconic
brand logo to every generation.
Technological
Factors:
Technology is played
important role in any food product company. Amul products are processed in the
various states of the art in Amul factories with utmost care. Ultra modern
processing technology is used to make these Indian favourite dairy products.
Natural
Factors:
Amul products do not have
any artificial colour, flavour and preservatives. The Taste of India as per the
brands slogan are made by natural ingredients like flour, milk etc. For this
reason only, millions consumers of the brand still put their trust in Amul
products.
Amul Ice Cream has a strong and widespread market presence in India. Here are key aspects of its market presence:
Pan India Distribution:🍨🍨🍨🍨
Amul Ice Cream products are available across the length and breadth of India. The brand has a vast distribution network that covers urban, semi-urban, and rural areas. This extensive reach is a result of Amul's well-established cooperative network.
Urban and Rural Penetration:
Amul has successfully penetrated both urban and rural markets, making its ice cream products accessible to a diverse consumer base. This inclusivity aligns with Amul's cooperative model, which originated with the goal of benefiting farmers across various regions.
Variety of Flavours and Products:
Amul Ice Cream offers a wide variety of flavours to cater to the diverse tastes and preferences of the Indian consumer. The product range includes traditional favourites, as well as innovative and contemporary flavours.
Quality Assurance:
Amul has built a reputation for maintaining high-quality standards in ice cream. The use of fresh milk and natural ingredients contributes to the brand's credibility in terms of product quality.
Affordable Pricing:
Amul Ice Cream products are known for their affordability, making them accessible to a broad spectrum of consumers. This pricing strategy has contributed to the brand's popularity and widespread acceptance.
Distribution Channels:
Amul utilizes a multi-channel distribution strategy. Its ice cream products are available not only in traditional retail outlets but also in supermarkets, convenience stores, and Amul exclusive outlets. This diversified distribution approach ensures that consumers can find Amul Ice Cream in various retail formats.
Marketing and Branding:
Amul's marketing and branding efforts have played a significant role in creating consumer awareness and brand loyalty. The brand is known for its iconic advertising campaigns, which often incorporate humour and social relevance
Seasonal and Regional Offerings:
Amul Ice Cream introduces seasonal and regional flavours, capitalizing on festivals, cultural events, and local preferences. This strategy allows the brand to stay dynamic and relevant in different parts of the country.Innovation and Product Development:
Amul consistently focuses on innovation in its ice cream offerings, introducing new products and flavours to keep up with changing consumer trends. This commitment to product development helps the brand maintain its appeal over time.
Consumer Trust and Loyalty:
Amul's longstanding presence in the dairy industry and its cooperative model have contributed to a strong sense of trust and loyalty among consumers. The brand's association with quality and reliability extends to its ice cream products.
Ø Royal Treat Range: Rajbhog, Cappuchino, Chocochips, Butterscotch, Tutti Frutti
Ø Nut-o-Mania Range: Kaju Draksh, Kesar Pista, Roasted Almond, Kesar Carnival, Badshahi Badam kulfi, Shista Pista Kulfi \\
Ø Utsav Range: Anjir, Roasted Almond
ØSimply Delicious Range: Vanilla, Strawberry, Pineapple, Rose, Chocolate
Ø Nature's Treat: Mango, Fresh Litchi, Anjir, Fresh Strawberry, Black Currant
Ø Sundae Range: Mango, Black Currant, Chocolate, Strawberry
Ø Millennium Icecream: Cheese with Almonds, Dates with Honey
Ø Milk Bars: Chocobar, Mango Dolly, Raspberry Dolly,
Ø Kulfis:Shahi Badam Kulfi, Shahi Pista Kulfi, Mawa Malai Kulfi, Green Pista Kulfi
Ø Cool Candies: Orange, Mango
Ø Cassatta
Tricone Cones: Butterscotch, Chocolate, Megabite Almond Cone
Ø Frostik: Three Layer Chocolate Bar
Ø Fundoo Range: Exclusively for Kids
Ø Slim Scoop Fat Free Frozen Dessert: Vanilla, Banana, Mango, Pineapple
Created By: Sparsh Hede
Roll No.: 2305879
Class: FYBCA
Div: B
