Amul Final Project Report

Topics: Amul, Milk, Cheese Pages: 19 (4175 words) Published: December 30, 2012


This project was undertaken with the objective of Promosational Strategy Of Amul India Ltd. It also looked into the different factor promotional activity to the product in the retail outlets. The study was conducted at Amul India Ltd, Gondia district. The retailer’s preference was studied through using questionnaire.

A sample size of 60 respondents was taken for the study, whose responses were studied and interpreted .The sampling design was used convenience sampling.

This topic provides me the detailed practical knowledge and its applications of marketing strategy.

Finally the whole study of the research work, the company needs the effective advertisement of the product in the local channel and print media for awareness of Amul product.



Sales Promotion
Sales promotion, a key ingredient in marketing campaigns, consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker or greater purchase of particular products or services by consumers or the trade.

Whereas advertising offers a reason to buy, sales promotion offers an incentive to buy. Sales promotion includes tools for consumer promotion (samples, coupons, cash refund offers, process off, premiums, prizes, patronage rewards, free trials, warranties, tie-in promotions, cross-promotions, point-of-purchase displays, and demonstrations); trade promotion (prices off, advertising and display allowances, and free goods); and sales force promotions (trade shows and conventions, contest for sales and specialty advertising). These tools are used by most organizations, including non-profit organizations. Churches, for example, often sponsor bingo games, theatre parties, testimonial dinners and raffles.

A decade ago, the advertising to sales-promotion ratio was about 60:40. Today, in many consumer packaged-good companies, sales promotion accounts for 65% to 75% t of the combined budged. Sales promotion expenditures have been increasing as a percentage of combined budget expenditure annually for the last two decades. Several factors contribute to this rapid growth, particularly in the consumer markets. Promotion is now more accepted by the top management as an effective sales tool; more product managers are qualified to use sales-promotion tools; and product managers are under pressure to increase current sales. In addition, the number of brands has increased; competitors use promotions frequently; many brands are seen as similar; consumers are more price-oriented; the trade has demanded more deals from the manufacturers; and the advertising efficiency has declined because of rising costs, media clutter, and legal restraints.

The rapid growth of sales-promotion media has created clutter similar to the advertising clutter. Manufacturers have to find ways to rise above the clutter-for instance, by offering larger coupon-redemption values or using more dramatic point-of purchase displays and demonstrations. Purposes of Sales promotion

Sales-promotion tools vary in their specific objectives. A free sample stimulates consumer trial, whereas a free management-advisory service aims at cementing long-term relationship with a retailer.

Sellers use incentive-type promotion to attract new, to reward loyal customers, and to increase the repurchase rates of the occasional users. Sales promotion often attracts brand switchers, who are primarily looking for low price, good value, or premiums. Sales promotions are unlikely to turn them into loyal users. Sales promotions used in markets of high brand similarity produce a high sales response in the short term but little permanent gain in the market share. In markets of high dissimilarity, sales promotion can alter market shares permanently.

Farris and Quelch cite a number of sales...
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