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.
2. Introduction, objective and strategies 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.
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