Description
MARKETING MIX OF AMUL
Marketing Mix of Amul
Product Amul has an extensive product category which includes milk, bread spreads, cheese, UHT milk, beverages (kool, kool cafe, kool koko), Amul pro, ice creams, paneer, Dahi, Ghee, Milk powders, Nutramul, Amul Shrikhand, gulob jamun, basundi, chocolates, fresh cream and recipes etc.
Price Amul being an Indian product with its rich heritage of serving the country follows economical pricing. It offers product lines at affordable costs ranging from Rs.10 to Rs.1525. Amul offers its products in various quantities and forms based on the consumption pattern of its consumers. The price for the entire product category is listed in its website’s online store for consumer’s convenience. Consumers can also shop these products online. Place Amul’s product are sold both in brick N mortar and brick and click fashion. It sells its product via online shops, franchisees and other retailers. To become a franchisee one has to deposit Rs.25,000 with is refundable and invest 1-3 lacs for basic infrastructure of the shop. Amul has more than 5000 wholesale retailers and 7,00,000 retailers Promotion Amul reaches its customer through various promotional activities by conducting contests such as Amul chef of the year, Amul maharani contest etc. It also conducts lucky draw contest by taking its customer to Disney land, Bangkok. Amul does its promotional activities actively in social media , Orkut and Facebook. It is the official sponsor for Olympics 2012 which is to be held in London.
doc_394637887.docx
MARKETING MIX OF AMUL
Marketing Mix of Amul
Product Amul has an extensive product category which includes milk, bread spreads, cheese, UHT milk, beverages (kool, kool cafe, kool koko), Amul pro, ice creams, paneer, Dahi, Ghee, Milk powders, Nutramul, Amul Shrikhand, gulob jamun, basundi, chocolates, fresh cream and recipes etc.
Price Amul being an Indian product with its rich heritage of serving the country follows economical pricing. It offers product lines at affordable costs ranging from Rs.10 to Rs.1525. Amul offers its products in various quantities and forms based on the consumption pattern of its consumers. The price for the entire product category is listed in its website’s online store for consumer’s convenience. Consumers can also shop these products online. Place Amul’s product are sold both in brick N mortar and brick and click fashion. It sells its product via online shops, franchisees and other retailers. To become a franchisee one has to deposit Rs.25,000 with is refundable and invest 1-3 lacs for basic infrastructure of the shop. Amul has more than 5000 wholesale retailers and 7,00,000 retailers Promotion Amul reaches its customer through various promotional activities by conducting contests such as Amul chef of the year, Amul maharani contest etc. It also conducts lucky draw contest by taking its customer to Disney land, Bangkok. Amul does its promotional activities actively in social media , Orkut and Facebook. It is the official sponsor for Olympics 2012 which is to be held in London.
doc_394637887.docx