Amul Ice-Cream: Sales and Promotional Strategy

7365 Words Oct 19th, 2012 30 Pages

OBJECTIVES OF THE PROJECT ➢ To know awareness of people towards Amul Prolife & Ice cream . ➢ To know in which segment ice cream are mostly like/preferred. ➢ To know which advertisement tool is mostly preferred by people. ➢ To know the preference of Amul ice cream with comparison to other competitive brands. ➢ To know the factors which affects consumer’s buying behavior to purchase prolife & sugar free ice cream. ➢ Create awareness about the Probity ice cream ➢ To collect the detailed data by filling up the questionnaire from the APO’S/A class outlets or parlors ➢ To collect the detailed data with respect to AMUL Outlets. ➢ To collect
…show more content…
It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade .

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets .Other potential markets being considered include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.


Amul : Asias largest dairy co-operative was created way back in 1946
Open Document