Real ice cream given that it is a milk company and the wholesomeness of its products gives it a competitive advantage. And in fact, amul chocolates are question marks because they have very low market share in a growing market. As ice cream is an impulsive purchase item so, its sale depends mostly on availability and variety. Market analysis and sales development of amul milk.
Sep 02, 2018 brand equity in the marketing strategy of amul. A research project report onconsumer perception about. Pdf consumer tastes and preferences of arun ice cream. World heritage encyclopedia, the aggregation of the largest online encyclopedias available, and the most definitive collection ever. Segmentation, targeting, positioning in the marketing strategy of amul. Slide 11 segmentation,targeting and positioning of amul. Oct 11, 2015 amul ice cream was launched on the platform of real milk. The sales team at amul assigned me the project market share of amul ice cream in comparison to other ice cream in jaipur with the following broad objectives. For prepacked ice creams the margin would be 20% approx. Project report on amul ice cream there is document project report on amul ice cream available here for reading and downloading. Enhancing sales of amul ice cream and market research on new. Amul ice cream has wide range of variety that consists of more than hundred flavors available in the market including 20 new flavors, which is introduced in summer. Doc process costing of amul ice creams parth goraida. Chocolates, amul shrikhand, amul ice cream, nutramul, amul milk and amulya have made amul a leading food brand in india.
A symbol of highquality products sold at reasonable prices genesis of a vast cooperative network triumph of indigenous technology proven model. A quality control expert in anand had suggested the brand name amul. Study on product awareness and brand image of amul ice. Amul sagar ghee is an ethnic product made by dairies with decades of experience, and rich source of vitamin a,d,e and k. The portfolio consisted of impulse products like sticks, cones, cups as well as take home packs and institutionalcatering packs. India today is totally independent on milk sector because of amul. Thus, amul adopted a lowcost price strategy to make its products affordable and attractive to consumers. Amul marketing mix 4ps amul marketing strategy mba. Pdf this paper describes success story of a cooperative institution amul. Amul is an indian dairy cooperative founded in 1947eight months before indias independence from british ruleand owned by over three million farmers in the state of gujarat. Pdf factors influencing consumption pattern of ice cream in. 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. Amul download and upload project reports related to amul.
Project amul the taste of india linkedin slideshare. Ice cream 1 amul products online amul products online call us. It is indias largest food product marketing organization, selling 46 products, including pouched milk, cheese, butter, ice cream, and infant food through a million retailers across the country, and is the market. Dec 30, 2019 this is the questionnaire analysis of amul ice cream, with the purpose to identify the demand and sales of amul ice cream in the targeted locations, to identify the most popular varients of amul ice cream in the targeted locations, and to identify the best location in terms of demand of amul ice cream. The objective of industrial visit is to gain insight into practical knowledge in a. A project report chocolate amul anand milk union ltd. Amul anand milkproducers union limited, formed in 1946, is a dairy cooperative movement in india. The sales team at amul assigned me the project market share of amul ice cream in comparison to other ice cream. Crofted with the finest natural ingredients, amul ice creams will simply melt in your mouth leaving a smooth aftertaste. Segmentation,targeting and positioning of amul bbamantra. Mar 17, 2019 the swot analysis of amul provides the strengths, weaknesses, opportunities and threats to the brand amul.
Arun ice cream is strong in the south whereas havmor and vadilal are strong in the west. Amul is a cooperative of indian origin founded in year 1946 by its founder tribhuvandas patel. It is associated with food industry as it deals in frozen dairy products. Objectives of a co operative society commerce essay. Marketing mix of amul ice cream amul ice cream marketing mix. Out of stock the rich taste of butterscotch with real ice cream, available in a convenient pack. Project report on amul ice cream download documents. White flood cooperatives was totally based on amul model. Real milk real icecream in start the positioning of amul ice cream was quality based, made form real milk and thus best in taste. In the world of amul ice cream, happiness and excitement go handinhand with good health and delicious flavours. The objective of this paper is to study the consumer behaviour and their preferences towards arun ice creams and to understand the various factors that influence the customer satisfaction.
Very high market share in ice cream amul has the top market share in ice cream segment which further helps it push other products into the market excellent brand equity amul is a beloved brand over the years and the contribution of amul girl and her outdoor ads should specifically be mentioned here excellent quality management even though. 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. Within the purview of this article customer needs, response and emotions are tracked so as to undergo market research and brand image of amul ice cream. The brand name amul, sourced from the sanskrit word amoolya, means priceless. These ice cream parlours will also sell other amul products where the margins will be to the tune of 10%. Competitive advantage there are two major competitive advantages of amul. Pdf ice cream is the most popular dairy product of the 21 st century. Pgdim 5 pgfm 5 pgdfmp 5 pgdom 5 pgdhrm 5 dim 5 pgdmm 5 pgdfm 5 nmims customize assignment 495 2019 assignment for nmims 495 pdf 476 cheap 474 free 474 lifestyle product 471 study material 459 financial services 448. Though the competition in ice cream segment is high, the competition in butter and cheese and other dairy products is far lesser for amul. Analysis the working and establish the market for the brand amul ice cream 3. Amul sagar ghee is made from fresh cream and it has typical rich aroma and granular texture. Amul ice cream and amul butter can clearly be said. Project report amul pooja free download as word doc.
This is because amul is not only present in ice cream, but also in milk, butter, cheese and other such products. 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. Amuls swot analysis and performance in the food industry of india 5. Formed in 1946, it is a cooperative brand managed by a cooperative body, the gujarat cooperative milk marketing federation ltd.
Amul ice cream its fully good and yummy testy ice crean we eat this ice cream in reality and original test and its make lots of type ice cream like ice cream traigal cone. It is a matter of great pleasure in preparing this project on such esteemed organization. Use the download button below or simple online reader. Amul gcmmf ranks fifteenth overall in the india index with a score of 1. You will find amul present even in small towns and villages. Amul ice cream was launched on the platform of real milk. Amul franchise business opportunity amul the taste of. Apr 19, 2020 amul cheese, butter and icecream are the products which undoubtedly have a very big market share and contributes a lot in amuls yearly revenue. Amul milk dahi and paneers consumption has also been increasing in a good way. Amul is the top brand for ice creams and dairy products.
Harsha dhanuka shaily manohat sweta jhunjhunwala varsha dugar 2. This word derived from the sanskrit word amulya which means priceless. It is a brand name managed by an apex cooperative organisation, gujarat cooperative milk marketing. Amul ice cream is a subsidiary of its parent company amul. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time primarily due to the price differential and the brand name.
Enjoy amul ice creams anytime, anywhere, in the comfort of your homes, school, college, after meals, as snacks. Amul download and upload project reports related to amul on. Amul products have been in use in millions of homes since 1946. Indians prefer dairy ice cream rather than frozen desserts and amul has a wide range in the dairy ice cream segment, 35% market share in the national ice cream market.
Nov 23, 2018 many of these ice cream products have their own niche or geographic targets. Amul franchise business opportunity the taste of india. Ice cream is a complex food colloid that consists of air bubbles, fat globules, ice crystals and an unfrozen serum phase. Now amul ice cream has changed their positioning according to the changing consumer choices and psyche about the health. Amul is biggest sourcing base for milk products in india, people are more comfortable buying products in the value for money segment and amul is well present in this division.
When amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. Flavored ice creamsamul delicious ice creams amul the. Project on marketing strategies of amul management paradise. Competitive advantage there are two major competitive advantages of amul over other brands. Project report on amul ice cream free download as word doc. As the market share of the amul company is not substantial as in other. Project report amul pooja ice cream supply chain scribd. Preface amul is the pride not only of gujarat but also of entire country. Amul butter, amul milk powder, amul ghee, amulspray, amul cheese, amul chocolates, amul shrikhand, amul ice cream, nutramul, amul prolife lassee, amul pro and amulya have made amul a leading food brand in india. Amul the taste of india overview of amul ice cream positioning and repositioning swot analysis advertising sales promotion distribution system list of hypotheses analysis of data net take away. This is one company which is strong in urban as well as rural distribution. Amul means priceless in sanskrit in millions of homes since 1946 turnover. Amul products have been in use in millions of homessince 1946.
In 1997, amul ice creams entered mumbai followed by chennai in 1998 and kolkata and delhi in 2002. In terms of positioning, amul is the top in mind positioning, because it is the first brand which comes in mind when someone is talking of ice cream, milk, cheese, butter or any other milk base product. Project on marketing strategies of amul june th, 2015 amul is the trend setter and based on cooperatives. The demand of ice cream is inversely related to the price of ice cream, ceteris paribus. From mid1990s amul has entered areas not related directly to its core business. The segmentation of amul is the mass population and in general, you will find people of all different age groups and demography enjoying amul products. Amul cheese, butter and ice cream are the products which undoubtedly have a very big market share and contributes a lot in amul s yearly revenue.
It was suggested by a quality control expert in anand. Ice crystals and air bubbles are usually in the range of 2050. Enjoy amul ice creams anytime, anywhere, in the comfort of your homes, school, college, after meals. Marketing strategy of amul amul marketing and business strategy.
Analysis the working and establish the market for the brand amul icecream 3. Amul, is an indian dairy cooperative society, based at anand in the state of gujarat. Report on industrial visit to amul 3068 words bartleby. A person aspiring to enter in management profession must have practical knowledge of the subject. Amul ice cream was started by amul in the year 1996 and by year 1999, it was easily available in most parts of the country. Ice cream 1 amul products online amul products online. When we plot the bcg matrix, amul has certain products which are stars whereas others are cash cows.
Project report amul pooja ice cream supply chain free. Project on amul ice creampdf file linkedin slideshare. The file extension pdf and ranks to the documents category. About 50% on recipe based ice cream scoops sundaes floats shakes baked pizzas sandwiches cheese slice burger garlic bread hot chocolate drink amul pro. Amul ice cream and amul butter can clearly be said to be a cash cow because they have very high. Amul, kwality walls, vadial, mother dairy, scoops and others. Amul spurred indias white revolution, which made the country the worlds largest producer of milk.
Amul a leading food brand in as it have many products such as amul butter, amul milk powder, amulghee, amul spray, amul cheese, amul chocolates, amul shrikhand, amul ice cream, nutramul, amul milk and amulya. The sales team at amul assigned me the project market share of amul icecream in comparison to other ice cream in jaipur with the following broad objectives. 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. Amul ice cream was launched on 10th march, 1996 in gujarat.
793 935 1225 372 1569 306 349 145 1336 1483 1103 209 1201 1066 1491 898 1327 706 1016 110 756 756 1071 791 833 1370 1214 169 857 1380 437 848 504