Marketing is key aspect of organizational process of achieving the objectives and influencing the decision of target customers. The report will provide the information about the features of products and services of Amul and review its marketing and pricing strategy according to organizational objectives. Moreover, report will develop the marketing mix plan for Amul and identify the consumer priorities as well the impact of external environmental factors on the marketing activities of Amul.
Amul is an Indian dairy cooperative, based at Anand in Gujarat, India. It was formed in 1946 and also managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). Today it is jointly owned by 3.6 million milk producers in India. Amul is responsible for India’s white revolution and has made the country one of the largest producers of milk and milk products. Amul deals in variety of milk products cheese, yoghurt, flavoured milk etc. Being the largest producer of milk, its main aim is to incite the white revolution in the country so that India can become one of the largest producers of the milk in the world. Its objective has also led to reduction in the malpractices carried out by milk traders and merchants. When it comes to marketing strategy of Amul, it motivates its workforce to produce the food while maintaining the quality of the product so as to sustain in the market as a leader. Also it aims to produce the product with more innovations and eco-friendly operations so that it can satisfy the customers, farmers as well as distributors. Producing the product as per the quality standards will help the organisation to become the largest producer.
(Source: Amul, 2016)
The Amul Products are consumed by the large population of India. Every Indian is familiar with Amul products. As it is the leading producer in the market, it becomes necessary for the organisation to maintain the quality of its product. The Amul products include butter, cheese, milk, ice creams, chocolate etc; Most of the Amul products contain low fats and low cholesterol also low in calories. Due to these features the consumer can maintain their health without sacrificing on the taste. All Amul products are certified by the AGMARK which ensures the consumers about the quality of the product (Alon and Eugene, 2012). The services provided by the organisation helps the consumers to maintain their health and also consumers are satisfied with the quality of the product. The organisation also provided employment to millions across India and has also helped in maintaining animal health care.
Amul produces the product of good quality which helps the organisation to maximise it sales and also to improve customer satisfaction. The consumer can purchase Amul products at such a reasonable price which helped the organisation in increasing the sales. Increase in sales has led to increase in the profit of the organisation. Thus, Amul products are having huge significance on the market.