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 various villages.

BREAD SPREADS

Amul Butter

Amul Lite

Delicious Table Margarine

http://www.amul.com/amulkoolcafe.html

Market share of Amul butter is around 86%

Market presence – available in over 500,000 retail outlets across India.

Amul butter is made from- butter, common salt, permitted natural color (annatto)

Amul comes under FMCG sector.

DemographicsAge- from 5 yrs – 80 yrs.Sex- No barIncome- low to highOccupation-Any sector (not necessary)Education- Lower to higher

PsychographicsPersonality- No discrimination.Life style- a basic normal life to high class living stdBuying Motives-It is generic with butter category,

renowned butter available in market, loved by all consumers.

Product Specification- Meets AGMARK standards and BIS specifications. No.IS:13690:1992.

Product personality- It is a unisex product.

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 sampling.

 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  6. Area of survey: Mumbai, location:

western suburbs.

 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 class.   3. Sample size: 50 respondents  4. Method: self selection method.  5. Data analysis method: Random sampling

method  6. Area of survey: Mumbai, location: All

malad call centers.