SALES PATTERN OF AMUL DAIRY PRODICTS W.E.T. A DISTRIBUTOR AND RETAILERS

Abstract

Amul is one of the respected and best brands in India. Attempt is to present this research paper for accumulating the marketing and strategies used by Amul. The Marketing strategy of Amul covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market. AMUL, has developed a successful business model in the large emerging economy. It was primarily responsible, through its innovative practices, for India to become the world's largest producer of milk. The research work draws various insights from AMUL 's experience that can be useful to cooperatives around the world as well as to companies involved in doing business in broad emerging markets such as India. Most of the developing nation’s economies have underdeveloped markets and fragmented supply bases. Market failures are high for many of these small producers. On the other hand, the size of both markets and suppliers is very large. As a result, firms that identify appropriate business strategies that take these characteristics into account are more likely to succeed in these markets. The following is a key lesson from AMUL 's success: companies in such environments must simultaneously build markets and suppliers to synchronize demand and supply planning, establish or become part of the producer network to achieve economies of scale, concentrate on operational efficiency to achieve cost leadership in order to allow for a low-price strategy. In addition, a central focus is needed to bring together a diverse element and a long-term approach. At the end, it has been concluded that Amul stands profitable at same time competitive due to three strong practices namely Branding, matching supply and demand and professional management. A subset of approaches adopted by AMUL would still be very useful, however.