Amul Ice-Cream: Sales and Promotional Strategy

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A PROJECT On
AMUL ICE CREAM
SALES AND PROMOTIONAL STRATEGY

OBJECTIVES OF THE PROJECT
➢ To know awareness of people towards Amul Prolife & Ice cream . ➢ To know in which segment ice cream are mostly like/preferred. ➢ To know which advertisement tool is mostly preferred by people. ➢ To know the preference of Amul ice cream with comparison to other competitive brands. ➢ To know the factors which affects consumer’s buying behavior to purchase prolife & sugar free ice cream. ➢ Create awareness about the Probity ice cream

➢ To collect the detailed data by filling up the questionnaire from the APO’S/A class outlets or parlors ➢ To collect the detailed data with respect to AMUL Outlets. ➢ To collect information about the AMUL Prolife & ice cream by different APO’S & A class outlets ➢ To collect detailed information about the price, supply or any required improvement towards the AMUL Prolife & ice cream. ➢ To give suggestion provided by the outlets to the company for improvement of AMUL Prolife & ice cream/Products

SCOPE OF THE PROJECT
❖ To study the marketing strategies of the Amul Ice Cream Company. ❖ To study the various products and their prices.
❖ To study the various plans and schemes.
❖ To study the preference of those factors which are considerable by the customer. ❖ To analyze the satisfaction level of the customer.
❖ To analyze the market share of Amul Ice Cream Company. ❖ To show the coverage area of Amul Ice Cream Company.

COMPANY PROFILE

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.

In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand name AMUL in 1955. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand .

The brand name Amul means “AMULYA”. This word derived form the Sanskrit word “AMULYA” which means “priceless”. A quality control expert in Anand had suggested the brand name “AMUL”. Amul products have been in use in millions of homes since 1946. 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. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. And have a proven model for dairy...
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