AMUL

By

Abhinav Gaur

(JL16PGDM005)

Anjali Dimri
(JL16PGDM028)
Kumar
(JL16PGDM001)
Aviral Yadav

(JL16PGDM042)

Abhijit Das

(JL16PGDM004)

Ayaz Uddin Nizami

(JL16PGDM043)

Aayush

Industry Analysis
Overview of the Industry

Features of Industry

Changes/Growth

Major Players & Market Shares

Types of Environments

Micro Environments

Company
The Company Micro-Environment includes the following

Areas inside the Company

Affects the Marketing Departments Strategies

All the Departments must THINK CUSTOMER and work together to

provide best customer value and satisfaction

Suppliers

AMUL MILK

Competitors

Britannia Milk
Nestle LTD
Mother Dairy
Local Dairies

AMUL ICE-CREAMS

Kwality Walls
Baskin Robbins
Vadilal
Mother Dairy
Cream-Bell
Top n Town
Gelato

Intermediaries

Marketing Intermediaries are the part of the firm that help the firm to
promote, sell and distribute its product to the final customers.
Includes :
Resellers
Physical Distribution Firms
Marketing Service Agent
Financial Intermediaries

Customers
There is only one valid definition of
business purpose, that is to create a
customer. The business enterprises
aim to earn profit through serving
the customer demand.
Today marketing of a firm begins
and also ends with the customers.
Now a days, a business firm to be successful, must find
customers for its products. This is the reason the
customers thus constitute the most important element in
the micro environment of business. Products sales
depend mainly on the degree of consumer satisfaction.

Public

Any group that has an actual or potential interest in or impact on an

organization's ability to achieve its objective such as financial,
media, government, citizen, action, local, general and
internal public.

Macro Environments

Demographic
The demographic factors of the market are the one in which an
Organization Operates, and which are used to Segment the
Target Population for Effective Marketing.

Economic
Economic

factors

represent

the wider economy so may

include

economic

growth

rates, levels of employment

and unemployment, costs of
raw materials such as energy,
petrol and steel, interest rates
and

monetary

policies,

exchange rates and inflation

rates. These may also vary
from one country to another.

Natural
Natural forces in the Macro Environment are important since they are about
the natural resources which are needed as inputs by marketers or which are
affected by their marketing activities. Also, environmental concerns have
grown strongly in recent years, which makes the ecological force a crucial
factor
to consider.world,
For instance,

air

and

water

pollution are headlines every marketer

should be aware of.
In other words, you should keep track of
the trends in the Natural environment.
Important

trends

in

the

ecological

environment are the growing shortage of

raw materials and the care for renewable
resources. In addition, increased pollution,
but

also

increased

intervention

of

Political

Political factors is an external constraint on a company, meaning

that the influence comes from outside the organisations control
It is related to government administration and activity
It includes all government plans and policies which effect the day
to day working of the firm

Cultural

Cultural factors comprise of set of

values and ideologies of a particular

community or group of individuals.
It

is the culture of an individual

which

decides

the

way

he/she

behaves.

Each culture further comprises of

various subcultures such as religion,

age, gender (male/female), status

Technological
Technological forces form a crucial influence in the Macro
Environment. They relate to factors that create new
technologies and thereby create new product and market
opportunities.

SWOT Analysis
Strengths
Largest
High

food brand in India

quality, Low price

Worlds
Robust
Rural

largest pouched milk brand

distribution network

presence

Weaknesses
Cost

of Operations

Chocolates

Opportunities

Export

Concentrate more on chocolate

market

Threats

Increasing competition in Ice

cream segment