TERM -1
PROJECT REPORT ON
AMUL BUTTER
Phase 1
By PGPM 14-16, Section A, Group3
Ashima
Azaan
Kshitij
Rahul
Shobhit
Swati AMUL: UTTERLY BUTTERLY DELICIOUS
INTRODUCTION
Amul as a brand name is familiar to almost every individual in India, Amul is known for its quality products purity and hygiene. It is a Dairy Cooperative of Gujarat, also known as The Gujarat Cooperative milk marketing federation Ltd established in 1946. Gujarat as a state of India is a leader in organizing dairy cooperatives and its success is not only limited in India but acts as a model for rest of the World.
For over more than the past 60 years Amul has been serving the consumers of India with a variety of quality products. It follows a business model…show more content… Contracts with other business firms and government organizations
Amul has always promoted Business to Business (B2B) contracts. It has a strong relation with Indian Railways when it comes to serving butter in breakfast.
Good quality and comparatively low price
Made from fresh cream by continuous butter making machines. It meets the AGMARK standards and BIS specifications. In comparison to competitors like Britannia, amul has prices amul butter at a lower price in the market.
Quality packaging
Amul has focused largely upon capturing the branded tetra pack market with, variants that would last for over 2 weeks to three months even without refrigeration.
Weaknesses: Perishable food item – cannot be stored for a longer time
Problem with dairy products is the perishable nature of the products. These products cannot be stored for a longer period of time and hence strategies around pricing have to be built accordingly.
Common notion about high fat content and low nutritional value
Butter is known to have a very high content of fat and salt.
People in rural areas prefer home-made butter from buffalos…show more content… Economic:
• The Increasing per capita income of the whole population is resulting a higher disposable income to the consumer as the purchasing power parity is also rising steadily.
• The Growing middle class of cities and urbanization of the general population as a whole
• Low cost of production and economies of large scale production and operating at optimal capacity.
Social:
• With the recent change in tax slabs for Income Tax in Budget 2014-15, purchasing power of the common man is bound to increase. As a result, per capita consumption of dairy products will increase.
• Traditionally, people of India have been large consumers of milk and dairy products. Socially, milk, butter and other dairy products are used across all demographics.
• Amul has now come up with various variants of butter, which have low fat. These are targeted at the people who are health-conscious.
• India’s population grew by 17.1% during 2001-11, and more than 30% of the population is less than 14 years of age. These factors will lead to an increase in demand of dairy products.
Technological:
• Dairy industry is by and large in the primitive stage of development and