Review of Literature on Amul

Topics: Amul, Milk, Brand Pages: 7 (1880 words) Published: March 14, 2013
Customer satisfaction is a person’s feelings of pleasure or disappointment resulting from comparing a products perceived performance in relation to his or her expectations’. -Philip Kotler. Customers are the focusof marketing efforts. The modern marketing concepts speeds Out their real significance of buying behavior. All the elements of marketing mix are highly integrated with one another, so as to produce the benefit and optimum satisfaction for the customer. Features of customer satisfaction

A highly satisfied customer is the one who stays loyals longer. There are 6 basic elements to keep a loyal customer. There are Quality
Reasonable price
Efficient delivery
Effective and economical after sales service
Honor our commitment and
Excellent customer handling
In the current scenariocompanies are facing tough competition. The customer have a wide choice of brand to select. In order to survive the competition, the companies have to do a better job of meaning and satisfying customer needs than their competitors. Advantages:

Customer is the king of modern marketing and hence customer satisfaction becomes an essential thing in marketing. The following are the advantages of customer satisfaction. * Provides quality products

* Products at reasonable cost
* Service even after the sales is over
* Retaining of customers
* Effective delivery of products

Though customer satisfaction is highly advantageous, it also has some disadvantages, * Over expectation of customers
* Increased competition in the market


1. It helps the organisation to understand the customer Psychology on choosing the product so that easily the product can be positioned. 2. I
* t assesses the preference of choosing the Amul product by the respondents. 3. The study helps us to know about the Customers perception towards Amulproducts and other competing brands. 4. It also helps to assess the real opinion and mindset of customers and aids to meet out their expectation in future in turn that will increases the volume of sales. 5. It helps the study to understand the efficiency of service provided to the customers, so that it can create the root for further improvement. 6. It identifies the usage and maintenance system adopted by the customers so that it helps the company to educate the customers further towards the product usage and maintenance. So that it really creates an impact on consumer perception towards the product.

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. 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, AmulShrikhand, 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 development (Generally known as “ANAND PATTERN”). Gujarat Cooperative Milk Marketing Federation...
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