Manufacturing of soft icecream, thick milkshake, slush and sundaes. Nov 23, 2018 many of these ice cream products have their own niche or geographic targets. Real milk real icecream in start the positioning of amul ice cream was quality based, made form real milk and thus best in taste. Amul is an indian cooperative dairy company, based at anand in the state of gujarat. A report from techsci research says that the ice cream market in india will grow with a cagr of 17. In terms of positioning, amul is the top in mind positioning, because it is the first brand which comes in mind when someone is talking of ice cream, milk, cheese, butter or any other milk base product. Indians prefer dairy ice cream rather than frozen desserts and amul has a wide range in the dairy ice cream segment, 35% market share in the national ice cream market. Report on industrial visit to amul 3068 words bartleby. The word amul is derived from the sanskrit word amulya, meaning invaluable. Project report on amul ice cream download documents.
Amul ice cream was launched on 10th march, 1996 in gujarat. Real ice cream given that it is a milk company and the wholesomeness of its products gives it a. Market analysis and sales development of amul milk. Amul, kwality walls, vadial, mother dairy, scoops and others. Amul means priceless in sanskrit in millions of homes since 1946 turnover. For prepacked ice creams the margin would be 20% approx. In 1997, amul ice creams entered mumbai followed by chennai in 1998 and kolkata and delhi in 2002. Excellent brand equity amul is a beloved brand over the years and the contribution of amul girl and her outdoor ads should specifically be mentioned here. Its entry into ice cream was regarded as successful due to the large market share it was able to capture within a short period of time primarily due to the price differential and the brand name. Amul download and upload project reports related to amul on. Arun ice cream is strong in the south whereas havmor and vadilal are strong in the west. Flavored ice creamsamul delicious ice creams amul the. Mar 25, 2020 frozen dessert manufacturers insist they should be allowed to label their products as icecream 01 dec, 2019, 05.
Crofted with the finest natural ingredients, amul ice creams will simply melt in your mouth leaving a smooth aftertaste. Marketing strategy of amul amul marketing and business strategy. Amul milk dahi and paneers consumption has also been increasing in a good way. These ice cream parlours will also sell other amul products where the margins will be to the tune of 10%. Amul franchise business opportunity the taste of india.
Project report amul pooja ice cream supply chain scribd. Presentation on amul advertisements by chandan sharma 23484 views. The journey of amul ice cream began on the 10th march, 1996 in gujarat and with its superior quality it was able to capture the highest market share in a short period of time. Project report on amul ice cream free download as word doc. Amul shrikhand, amul ice cream, nutramul, amul milk and amulya have made amul a leading food brand in india. Sep 30, 20 a quality control expert in anand had suggested the brand name amul. A symbol of highquality products sold at reasonable prices genesis of a vast cooperative network triumph of indigenous technology proven model. Mar 17, 2019 strengths in the swot analysis of amul.
Amul butter, amul milk powder, amul ghee, amulspray, amul cheese, amul chocolates, amul shrikhand, amul ice cream, nutramul, amul prolife lassee, amul pro and amulya have made amul a leading food brand in india. Real ice cream given that it is a milk company and the wholesomeness of its products gives it a competitive advantage. Amul marketing mix 4ps amul marketing strategy mba. Amul, is an indian dairy cooperative society, based at anand in the state of gujarat. Project on marketing strategies of amul june th, 2015 amul is the trend setter and based on cooperatives.
The objective of industrial visit is to gain insight into practical knowledge in a. 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. Several factors are responsible for an increasing number of international ice cream brands entering the indian market, including improving cold storage facilities, changing consumer taste and an increase in purchasing power. Marketing strategy of amul amul marketing and business. From mid1990s amul has entered areas not related directly to its core business. The main objective of this paper is to study the marketing strategy in amul dairy methodology. As the market share of the amul company is not substantial as in other. Amuls swot analysis and performance in the food industry of india 5. As ice cream is an impulsive purchase item so, its sale depends mostly on availability and variety. So a positive perception can be created to make them think that amul milk is best suited for those purposes. White flood cooperatives was totally based on amul model.
The objective of amul, the dairy cooperative in india, is to spur the white revolution in the country and make india the largest producer of milk and milk products in the world. Amul is a dairy cooperative based in the anand district of gujarat, india. The objective of this paper is to study the consumer behaviour and their preferences towards arun ice creams and to understand the various factors that influence the customer satisfaction. Amul cheese, butter and ice cream are the products which undoubtedly have a very big market share and contributes a lot in amul s yearly revenue. Preface amul is the pride not only of gujarat but also of entire country. A project report chocolate amul anand milk union ltd. India today is totally independent on milk sector because of amul. About 50% on recipe based ice cream scoops sundaes floats shakes baked pizzas sandwiches cheese slice burger garlic bread hot chocolate drink amul pro. Formed in 1956, it is a cooperative brand managed by a cooperative body, the gujarat cooperative milk marketing federation ltd.
Amul ice cream has wide range of variety that consists of more than hundred flavors available in the market including 20 new flavors, which is introduced in summer. Market analysis and sales development of amul milk marketing project topics, mba base paper, advertising thesis ideas, dissertation, synopsis, abstract, report, full pdf, working details for marketing management mba, diploma in business, btech, be, mtech and msc college students for the year 20152016. Very high market share in ice cream amul has the top market share in ice cream segment which further helps it push other products into the market excellent brand equity amul is a beloved brand over the years and the contribution of amul girl and her outdoor ads should specifically be mentioned here excellent. Now amul ice cream has changed their positioning according to the changing consumer choices and psyche about the health. Because of the excellent products, the top of the mind positioning, the fantastic distribution and supply chain channels and finally the point of purchase branding and advertising of the amul girl, amul finds itself in a very strong position where its brand equity is concerned. Pdf consumer tastes and preferences of arun ice cream. It is a matter of great pleasure in preparing this project on such esteemed organization. Summer internship report on comparative study of amul ice cream vis a vis to its leading. Nationally it was rolled out across the country in 1999. Project report on chocolate of amul anand milk union ltd. Amul download and upload project reports related to amul. Study on product awareness and brand image of amul ice. Today amul is a symbol of many things like of the highquality. Sep 02, 2018 brand equity in the marketing strategy of amul.
The articles which are published in the area of marketing strategies in dairy industry have collected for the study and from website of amul dairy. Competitive advantage there are two major competitive advantages of amul over other brands. Amul butter, amul milk powder, amul ghee, amulspray, amul cheese, amul chocolates, amul shrikhand, amul ice cream, nutramul, amul milk and amulya in january 2006, amul plans to launch indias first sports drink stamina, which will be competing with coca colas powerade and pepsicos gatorade. Project report amul pooja free download as word doc. Oct 11, 2015 amul ice cream was launched on the platform of real milk. Enhancing sales of amul ice cream and market research on new. Project report on ice cream industry by nitya ramuji in. Core competence is clearly an important concept, and hul seems to have been able to make it work for itself in the past. A quality control expert in anand had suggested the brand name amul. Dec 30, 2019 this is the questionnaire analysis of amul ice cream, with the purpose to identify the demand and sales of amul ice cream in the targeted locations, to identify the most popular varients of amul ice cream in the targeted locations, and to identify the best location in terms of demand of amul ice cream.
Apr 19, 2020 amul cheese, butter and icecream are the products which undoubtedly have a very big market share and contributes a lot in amuls yearly revenue. But for most of its counterparts in india, it is like a mirage. Pdf factors influencing consumption pattern of ice cream in. Very high market share in ice cream amul has the top market share in ice cream segment which further helps it push other products into the market. Nov 14, 2016 a report from techsci research says that the ice cream market in india will grow with a cagr of 17. The portfolio consisted of impulse products like sticks, cones, cups as well as take home packs and institutionalcatering packs. Formed in 1946, it is a cooperative brand managed by a cooperative body, the gujarat cooperative milk marketing federation ltd. Project on marketing strategies of amul management paradise. Though the competition in ice cream segment is high, the competition in butter and cheese and other dairy products is far lesser for amul. Report available and details given below kfri research report no. Amul is biggest sourcing base for milk products in india, people are more comfortable buying products in the value for money segment and amul is well present in this division. Amul gcmmf ranks fifteenth overall in the india index with a score of 1. This is a research report on project report on ice cream industry uploaded by nitya ramuji in category. Many of these ice cream products have their own niche or geographic targets.
The demand of ice cream is inversely related to the price of ice cream, ceteris paribus. Project amul the taste of india linkedin slideshare. Amul ice cream was launched on the platform of real milk. Use the download button below or simple online reader. The file extension pdf and ranks to the documents category. The cooperative was initially referred to as anand milk federation union limited and hence the name amul. A case study on amul dairy gedela rakesh varma research scholar, department of commerce and management studies, andhra university, visakhapatnam530003. Within the purview of this article customer needs, response and emotions are tracked so as to undergo market research and brand image of amul ice cream. In the world of amul ice cream, happiness and excitement go handinhand with good health and delicious flavours. Marketing strategies of amul creative blog on indian.
Amul products have been in use in millions of homes since 1946. Patil university in partial fulfilment of the requirements for the award of the degree of masters in business administration submitted by. Project on amul ice creampdf file linkedin slideshare. A person aspiring to enter in management profession must have practical knowledge of the subject. View lab report neww rm 2 from marketing mba at school of advance business and commerce, faisalabad. A research project report onconsumer perception about. Project report on amul ice cream there is document project report on amul ice cream available here for reading and downloading. Amul cooperative model critical for indias food security acknowledges unionminister of food processing industries. Amul franchise business opportunity amul the taste of. Prof vinod dumbre department of business management padmashree dr. Project report on the core competency and business strategy of hul. A study on consumer buying pattern towards amul milk dissertation submitted to the padmashree dr.