Amul Milk Market Analysis

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COMPARATIVE ANALYSIS OF AMUL INDIA AND MOTHER DAIRY Acknowledgement Table of Contents CHAPTER I - INTRODUCTION 5 1.1. SUMMARY: 5 1.2. OBJECTIVES OF THE STUDY: 5 1.3. ABOUT THE PRODUCT: 5 1.3.1. Product Specifications: 5 1.3.2. Product Features, Application and Market Availability: 6 1.4. COMPANY PROFILE: 7 1.4.1. Mother Dairy: 7 1.4.2. Amul India: 12 CHAPTER - II 19 2.1. PRODUCT EVOLUTION: 19 2.1.1. Mother Dairy Milk 19 2.1.2. Amul Milk 19 2.2. DETAIL OF THE MARKET 20 2.2.1. Mother Dairy: 20 2.2.2. Amul Milk 22 2.3. COMPARISON OF SELLING PREPOSITIONS 22 2.3.1. Product: 22 2.3.2. Price 23 2.3.3. Place 23 2.3.4. Promotion: 24 2.4. POSITIONING MAP: 25 CHAPTER - III 27 3.1. HYPOTHESIS 27…show more content…
This program started with the Mother Dairy, Delhi, in February 1980. Thereafter the dairy continues this program on their own without having any financial assistance from the government since it is felt that BVM is generally consumed by the middle/lower middle/poor population. It is found that the dietary practices adopted by these classes are deficient in Vitamin A. Mother Dairy sources significant part of its requirement of liquid milk from dairy cooperatives. Processing of milk is controlled by process automation whereby state-of-the-art microprocessor technology is adopted to integrate and completely automate all functions of the processing areas to ensure high product quality, reliability and safety. Mother Dairy markets approximately 4.8 million liters of milk daily in the markets of Delhi, Mumbai, Saurashtra and Hyderabad. They have a market share of 66% in the branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its marketing operations through around 14,000 retail outlets and 845 exclusive outlets. As of April 2013, the dairy commands 71% and Amul commands 29% of

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