ipl-logo

Marketing Strategy Of Amul Butter

3523 Words15 Pages

Contents Executive Summary 2 Introduction 3 SWOT analysis for “Amul Butter” 5 PEST Analysis 8 Porter’s 5 Force Model for AMUL Butter 9 Market Research through Survey 12 Findings from the survey analysis 16 Positioning Strategy 18 Recommendations 19 References 19 Executive Summary Introduction Amul as a brand name is familiar to almost every individual in India, Amul is known for its quality products purity and hygiene. It is a Dairy Cooperative of Gujarat, also known as The Gujarat Cooperative milk marketing federation Ltd established in 1946. Gujarat as a state of India is a leader in organizing dairy cooperatives and its success is not only limited in India but acts as a model for rest of the World. For over more than the past …show more content…

Amul is popularly known as “the taste of India”, it is the most trusted brand for dairy products in India. It is the oldest dairy product brand and is existing in the market for more than 6 decades. • Quality Marketing and Advertising strategies Amul has been known for its advertisement campaigns. It usually builds on the theme of current happenings in the country and often use humor as the tool to convey the message. Amul's longest running advertisement campaign has also found a place in the Guinness Book of World Records. • High Market Coverage Amul is not only spread in India but also exists in foreign markets like USA, UK, China, Singapore, Bangladesh and other Asian countries. Amul enjoys 85 percent share in butter market. • Builds upon customer values and traditions Amul has understood that Indian values and traditions should be the top priority in marketing the product and hence it mainly focusses on adding culture to the product. • Largest chain of distributers and retailers in India Amul is known to be the largest FMCG in India. With a network of 2.8 million dairy farmers, 3500 distributers and 5 lakh retailers, it is one of the biggest business house in …show more content…

Amul has a farther reach compared to its competitors in rural market as it procures milk from 17,025 village milk cooperative societies. Threats: • Competition from other players Although Amul has a significant market share of about 80 %, there is a threat that international brands like Britannia, Nestle and regional brands like Nandini (Karnataka) can take a slice of its share. Also Nutralite table margarine which is the leader of “alternative butter” market could influence traditional butter customers to change their preference. • People getting more and more health conscious With the media getting more and more into Lifestyle segment, people are getting health conscious and have started believing that butter is one of the major cause of Diabetes and Obesity. Also butter is considered to have high source of fat, health conscious people may reduce the consumption which could affect its sales. PEST Analysis Political:Since the budget range is decontrolled, no political effects are envisaged. Economic: • The Increasing per capita income of the whole population is resulting a higher disposable income to the consumer as the purchasing power parity is also rising

Show More
Related
1801 Words | 8 Pages

Resulting in food prices

Read More
1726 Words | 7 Pages

The consumers rely on producers for food unless they are carnivores. A short term effect would be the consumers would probably have to change the way they eat and eat something new.

Read More
1243 Words | 5 Pages

Policy makers face many dilemmas by imposing the tax on unhealthy foods. The main advantage of levying the tax is people resorting to not purchasing these foods due to the high social cost of obesity and diabetes. This not only reduces disease in the society but also encourages healthier diets while raising revenue for the government which can be utilised to counteract other taxes. Disadvantages of imposing tariffs on junk foods lies in the decision on which foods actually deserve taxes, seeing as many foods can contribute to weight gain and disease if consumed in sufficient quantities, as well as producers going out of

Read More
155 Words | 1 Pages

This is demonstrating that not only food in general is going up, but even what we know as poor people food is increasing its prices. If people can’t make enough to even get enough money for food.. what makes them think they can survive in a new and improved

Read More
773 Words | 4 Pages

Based on the characteristics and behavior patterns of consumers, FMCGs producers typically seek intensive distribution (Palmer, 2012). This strategy implies that the more outlets that are stocking the product, the more likely it will be purchased. Therefore, convenience and

Read More
204 Words | 1 Pages

The line graph which i will write about contains information about the amount of fast food eaten in the UK from 1970 to 1990, the unit that is used for fast food is gm. The fast food is Hamburger ,Fish and chips, and pizza . In general, the reader can see that the amount of hamburger, and fish and chips is increased , howevere, the amount of pizza decreased. If we look first at hamburger, we can see that the amount of it stood at 80gm in 1970. The amount of hamburger rose gradually to 500gm in 1990.

Read More
461 Words | 2 Pages

Assignment 2 – P3, M2, D2 – Market Research and Marketing Planning Market research is a method to gather information in order to make a decision, the organisation would have the market research department analyse and identify any problem that’s related to marketing. It is their duty to gather valuable information based on the consumers wants and needs so they can carry out smart decision about their marketing, whether it’s a service or goods. Market research can also be collecting information about their competitors. There is four main methods for market research, there is primary research. Primary research - • Observation – This is an effective way to market research because you get to watch first hand on what people prefer to have rather than asking what they prefer; this is because the results will be more reliable if the consumers are unaware.

Read More
743 Words | 3 Pages

The answer is, there is hardly any, therefore; due to the lack of monetary enticements very few farmers are going to choose to grow fruits and vegetables. As a result of supply and demand, the price of the mass produced crops will decrease and the price of lesser produced items will increase. "People perceive fruits and vegetables as being very expensive, and in fact they are relatively because since 1980 the index cost of fruits and vegetables has gone up by 40 percent. Whereas the index price of sodas and snack foods have gone down by 20 to 30 percent,” states Marion Nestle in her book Why Calories Count. If the government introduced more regulations into fast food restaurants they could slow or even reverse the growing epidemic of obesity.

Read More
1332 Words | 6 Pages

Unstable markets cause fluctuations in food product prices, which affect the majority of the population, because they live in poverty. Poverty stricken families and neighborhoods simply cannot afford most food, and when food product prices are unstable, it is almost impossible for them to get the nutrition they need to survive. “Over one billion people in the world live under one dollar a day.” (Felling 57) Given this number, it is impossible for those one billion people to afford the nutrition they need daily, let alone when the food prices fluctuate.

Read More
860 Words | 4 Pages

Pestle Analysis Political Factor Eataly operates in global environment with their operation spread all around the globe; the operation of the company is influenced strongly by political situation of the country where they are doing business. As Eataly have flexible policies to adjust in an unstable economy (Reijers & Mansar, 2005). Economic Factors The entire planet has witnessed the economic decline and hence the characteristic of purchasing products has been greatly affected all companies without exception Eataly. In addition, the income level of Europe is relatively uneven which makes some people fail to pay for products offered by the company (Chaffey, 2009).

Read More
1823 Words | 8 Pages

The food industry is expected to grow rapidly in the future due to improving lifestyle and rapid urbanization (“Global Fast Food Market”, 2017). With this potential demand created, KHC can easily capitalize the growing foodservice industry and tailor their products to the specific demographic (Bhasin, 2018). Another strong resource KHC can utilize is focusing on nutritious products. As the foodservice industry continues to grow, KHC should further explore on expanding its product portfolio to include healthier options. Natural and organic brands, as well, as small labels buying from local farms, have become an essential part of the consumer lifestyle (Tarkan, 2015).

Read More
1202 Words | 5 Pages

The food inflation averaged 65.68 percent from 2009 until 2015. However, the cost of food reached it’s highest of 315 percent in 2015. It has make it so hard for the people to afford the basic need of survival, food. Also, there is a lack

Read More
1508 Words | 7 Pages

Department of Management Studies Marketing Assignment-1 on Nescafe Submitted by Arpit Gupta MS14A017 Table of contents Contents Table of contents 2 Introduction 3 BRAND 3 About product in WORLD 3 NESCAFE IN INDIA 3 The 4 P’s applied to Nescafe 4 Product 4 Promotion 4 Price 5 Place 5 SURVEY ANALYSIS 5 SEGMENTATION , TARGETING AND POSITION OF NESCAFE 6 Segmentation 6 Targeting 7 Positioning 7 COMPETITORS 8 PRODUCT LIFE CYCLE 8 SWOT ANALYSIS OF NESCAFE 10 BIBLOGRAPHY 10 INTRODUCTION BRAND Nestle is a Swiss based multinational food and beverage company Nestle was founded in the year 1867 by Henri Nestle (German Pharmacist) in Switzerland.

Read More
2155 Words | 9 Pages

CASE STUDY HINDUSTAN UNILEVER- TRANSFORMING A BRAND INTO A SOCIALLY RESPONSIBLE LEADER. 6/30/2015 Amity International Business School Aditya Agarwal A1802014167 Faculty Guide- Dr. Kokil Jain Industry Guide-

Read More
1140 Words | 5 Pages

We use SWOT analysis to determine the performance of Nestle in Malaysia and 7Eleven. SWOT stand for strengths, weaknesses, opportunities and threats. The companies that under our observations received their Halal certificate from Jabatan Kemajuan Islam Malaysia (JAKIM). Nestle had full filled Malaysian standard and this document had undergone the process required by International Standardization Organization (ISO). Nestle branches in Malaysia also received Grad B in sanitary premise from local authority.

Read More

More about Marketing Strategy Of Amul Butter

Open Document