Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word Amulya,meaning invaluable.the co-operative is also sometimes reffered to as Anand Milk Union Limited. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has also ventured into markets overseas. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul.
A Product is anything that can be offered to a market to satisfy a want or need.Products that are marketed includes physical goods, services,experiences, events, persons, places, properties, organizations, information, and ideas.
A product mix (also called product assortment) is the set of all product and items that a particular seller offers for sale.
* Product Line: A product line refers to a number of products that are related and developed by the same manufacturer.
* Product Length: Total number of items within the lines.
* Product Width:Number of different product lines.
* Product depth: Number of versions of each product.
Product mix of AMUL:
Average product length=(Total length/No of lines)=(42/8)less than 6.
Bread spreads| 3|
Health Drink| 2|
Milk Drink| 9|
Powder Milk| 5|
Fresh Milk| 8|