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AMUL- Anand Milk Union Limited

formed in 1946 is a dairy co-

operative movement.
Is based in Anand, Gujarat & has
been a sterling example of a co-
operative organization’s success
in the long term.
Amul has spurred the white
revolution of India.
The turn over of Amul in 2007-08
was Rs.52.55 billion.
The first milk Union milk was established in
1946 with 250 liters of milk.
Amul was established in 1955, in the year
1946 the union was known as Kaira district
co-operative milk producers union. This union
selected the name Amul.
The word Amul is derived from a Sanskrit
word “AMULYA” which means priceless.
Shri Pandit Jawaharlal Nehru, the then prime
minister of India declared it open at Amul
dairy on Nov20th, 1955.
Amul has more than 150 chilling centers in

Amul Butter Delicious Table Margari

Amul Lite
Market share of Amul butter is
around 86%
Market presence – available in
over 500,000 retail outlets across
Amul butter is made from- butter,
common salt, permitted natural
color (annatto)
Amul comes under FMCG sector.
Age- from 5 yrs – 80 yrs.
Sex- No bar
Income- low to high
Occupation-Any sector (not necessary)
Education- Lower to higher

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
Product Specification- Meets AGMARK
standards and BIS specifications.

Product personality- It is a unisex


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 range.
 1. Sampling Technique: Probability
 2. Sample Unit: People who buy
butter available in retail outlets,
Superstores etc.
  3. Sample size: 50 respondents
 4. Method: Direct interview
through questionnaire.
 5. Data analysis method: Random
sampling method
 1.Sampling Technique: Non-Probability
sampling (A
non-probability sampling technique is
that in which each element in the
population does not have an equal
chance of getting selected )
 2. Sample Unit: unmarried working
  3. Sample size: 50 respondents
 4. Method: self selection method.
 5. Data analysis method: Random