Amul
EXECUTIVE SUMMARY In this research the researcher has put an effort to understand the product promotion policy of Amul and buying behavior of the consumers towards AMUL products.
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Product promotion includes interest-creating activities which are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing. The purpose of Product promotion is to stimulate, motivate and influence the purchase and other desired behavioural responses of the firm‘s customers.‖ AMUL’s business strategy is driven by its twin objectives of (I) long-term, sustainable growth to its member farmers, and(II) Value proposition to a large customer base by providing milk andother dairy products a low price. Its strategy, which evolved over time, comprises of elements described below.
Simultaneous Development of Suppliers and Customers:
From the very early stages of the formation of AMUL, the cooperative realized that sustained growth for the long-term was contingent on matching supply and demand. Further, given the primitive state of the market and the suppliers of milk, their development in a synchronous manner was critical for the continued growth of the industry
PRODUCT PROMOTION
DEFINITION:
Product promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short-term sales effects.
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Product promotion includes incentive-offering and interest-creating activities which are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing. The purpose of Product promotion is to stimulate, motivate and influence the purchase and other desired behavioural responses of the firm‘s customers.‖ Product promotion offers a direct inducement to act by providing extra worth over and above what is built into the product at its normal price. These temporary inducements are offered usually at
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Product promotion includes interest-creating activities which are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing. The purpose of Product promotion is to stimulate, motivate and influence the purchase and other desired behavioural responses of the firm‘s customers.‖ AMUL’s business strategy is driven by its twin objectives of (I) long-term, sustainable growth to its member farmers, and(II) Value proposition to a large customer base by providing milk andother dairy products a low price. Its strategy, which evolved over time, comprises of elements described below.
Simultaneous Development of Suppliers and Customers:
From the very early stages of the formation of AMUL, the cooperative realized that sustained growth for the long-term was contingent on matching supply and demand. Further, given the primitive state of the market and the suppliers of milk, their development in a synchronous manner was critical for the continued growth of the industry
PRODUCT PROMOTION
DEFINITION:
Product promotion refers to many kinds of incentives and techniques directed towards consumers and traders with the intention to produce immediate or short-term sales effects.
―
Product promotion includes incentive-offering and interest-creating activities which are generally short-term marketing events other than advertising, personal selling, publicity and direct marketing. The purpose of Product promotion is to stimulate, motivate and influence the purchase and other desired behavioural responses of the firm‘s customers.‖ Product promotion offers a direct inducement to act by providing extra worth over and above what is built into the product at its normal price. These temporary inducements are offered usually at