formed in 1946 is a dairy co- operative movement. Is based in Anand, Gujarat & hasbeen a sterling example of a co-operative organization’s successin the long term. Amul has spurred the white revolution of India. The turn over of Amul in 2007-08 was Rs.52.55 billion.
Market share of Amul butter is
around 86% Market presence – available in over 500,000 retail outlets across India. Amul butter is made from- butter, common salt, permitted natural color (annatto) Amul comes under FMCG sector
The first milk Union milk was established in
1946 with 250 liters of milk. Demographics Age- from 5 yrs – 80 yrs. Sex- No bar Income- low to high Occupation-Any sector (not necessary) Education- Lower to higher Psychographics Personality- No discrimination. Life style- a basic normal life to high class living std Buying Motives-It is generic with butter category, renowned butter available in market, loved by all consumers
Product Specification- Meets AGMARK
standards and BIS specifications. No.IS:13690:1992. Product personality- It is a unisex product. USP- is its taste. Amul butter is made from fresh cream by modern continuous butter making machines.(purely vegetarian)
Amul butter is in its Maturity stage , as
it is the most profitable stage and definitely Amul butter is making huge profits as it dominates the market with an overall share of 86%. The sale is definitely increasing but at a slower pace, has a very strong Brand awareness and advertising expenditure thus reduced. Amul-plans to protect near dominance in low margin market with price. Britannia- focusing on just top 30 cities Nestle- an outsourced product to complete dairy rang