Amul Marketing Report
Amul is an Indian dairy cooperative, located at Anand in the state of Gujarat, India.
Founded in 1946, the brand is managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul which is jointly owned by 3.6 million milk producers in Gujarat. Amul, the world 's largest producer of milk and milk products spurred a White Revolution, which made the country the world’s largest producer of milk and milk products, thereafter, Amul became the largest food brand in India and has ventured into markets overseas.
Vision
Amul’s vision is to provide more and more satisfaction to the farmers, employees
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Adding to the success, Dr. Madan Mohan Kashyap (faculty Agricultural and Engineering Department, Punjab Agricultural University Ludhiana), Dr. Bondurant (visiting faculty) and Dr Feryll (former student of Dr Verghese Kurien), visited the Amul factory in Gujarat as a research team headed by Dr. Bheemsen & Shivdayal Pathak (ex-director of the Sardar Patel Renewable Energy Research Institute) in the 1960s. A milk pasteurization system at the Research Centre of Punjab Agricultural University (PAU) Ludhiana was then formed under the guidance of Kashyap. The technological developments in Gujarat have subsequently spread to other parts …show more content…
Geographic segmentation
The first decision marketers made is which ice-cream to market in which region of country. For example, in Tamil Nadu people eat more ice creams compared to other regions of the country because of the weather conditions. Amul also segments the market into urban and rural areas wherein, rural people prefer candy bars compared to other high-range ice creams.
Demographic Segmentation
Age is a relevant demographic factor for ice-cream buyers. A 9 year-old is more likely to buy an ice cream than an elderly person. Also different variants of ice-cream cater to different age groups. Amul ice-cream is now all set to woo its customers with its premium range of ice-creams, Amul crème rich. It is specifically targeted to the premium segment.
Psychographic segmentation
This divides the market based on groups into lifestyles and personality.
Most of the people are becoming health conscious today. Amul wanted to capitalize on this opportunity by introducing Probiotic
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