Marketing :

Marketing Concept: The marketing concept holds the key to achieving its organizational goals consists of
the company being more effective than competitors in creating, delivering and communicating customer
value to its chosen target markets. Marketing starts with the determination of consumer wants and ends
with the satisfaction of those wants. The concept says that any business should be organization around
the marketing function, aningticipating and stimulating and meeting customers need. The marketing
concept rests on four pillars and they are: 1. Target market. 2. Customer needs. 3. Integrated marketing.
4. Profitability.
Marketing :
Marketing AMUL has also its own marketing concept. AMUL targets all type of customers like babies,
children, young customers and old age customers etc. Amul try best for satisfying needs by providing
good quality products.
Marketing :
Marketing Marketing Mix: The marketing mix, which is set of four elements or four P of marketing are as
follow: Product Price Place Promotion Same as four P there is also four C of marketing. Customer
solution Cost Convenience Communication
Marketing :
Marketing PRODUCT: A product is anything that satisfies needs or wants and can be offered to the
market for exchange. A product can be a goods, services without product there is no marketing .This
includes product variety, product design, packaging, quality, brand name, size etc. AMUL produces and
sell i.e. Milk, It has to plan its product very carefully so that the consumer gets only good quality products.
There are various products marketed by GCMMF.
Marketing :
Marketing List of products marketed: Bread spread Amul butter. Amul Lite Low bread spread. Amul
cooking butter. Cheese range Amul Malai panner (cottage cheese). Amul pasteurized processed cheese.
Amul pizza cheese. Amul Emmiatial cheese.
Marketing :
Marketing UHI Milk Range Amul shakti 3% fat milk. Amul Taaza 1.5% fat milk. Amul Gold 4.5% fat milk.
Amul fresh Toned milk. Amul snowcap soft milk. Pure ghee Amul pure ghee. Amul cow ghee. Sagar pure
ghee.
Marketing :
Marketing Infant milk Range Amul infant milk formula (0.6 millions). Amul infant milk formular . Amul spray
infant milk food. Milk powder. Amul full cream milk powder . Curd products Yogi sweetened flavored dahi .
Amul Lassee . Amul masti Dahi .
Marketing :
Marketing Price : The prices of products of Amul are also decided by the GCMMF. The GCMMF conducts
the market survey to check the validity and feasibility of prices in the market and accordingly decides the
prices of Amul products. The price of the products of Amul are also decided by the GCMMF .The
GCMMF conducts the market survey to check the validity and feasibility of prices in the market and
accordingly decides the price of Amul products . However, the price is inclusive of several elements like:
Cost of milk. Labour cost. Processing cost. Packaging cost. Advertising cost. Transportation cost. Sales
promotion cost. Taxes etc. The GCMMF considers all this cost. Aspects and set them up in pricing
structure to decide the selling price of milk and milk products.
Marketing :
Marketing Promotion: IT includes a variety of techniques including advertisement, sale
promotion, public relations and personal selling that are used to communicate with customers

and potential customers. Television is the best media for advertising in the local areas .Hoardings
designed on the creative basis attract the customers more.
Marketing :
Marketing Place: Place refers to marketing activities that make products available to consumers at the
right time in a convenient location. Place refers as distribution Channels .IT is the process of
moving products from the producer the consumer. Amul has developed federation and Amul parlours
located in several parts of country. Amul have managed to create more than 2300. Amul have identified
certain potential locations such as Railway, Airports, universities, and shopping malls. The GCMMF
handles the workers relating to Managing of stocks and distributors to in the country. Thus GCMMF looks
offer the disbursement of products to the various Marketing channels.
Marketing :
Marketing Market segmentation: Any commodity has not a single Market. But it has a composite Market
which can be divided on the basis of age, gender, preferences etc. The process of dividing a market into
distinct groups of buyers is called market segmentation. Market segmentation may be defined as a
process of dividing a Market into different sub- markets on the basis of some definite criteria . At Amul,
since marketing activities are handle by the GCMMF, market segmentation is also decided by GCMMF.
Generally, Milk products like Butter, cheese are also popular in the all age group. Hence they are
segments at the national level. Milk products like chocolates and milk powder are segmented on the basis
of age. The GCMMF conduct the market survey to know demand for the products of Amul in the Market
and then accordingly determines the market segments, defines the target market.
Customer Based Market Segmentation:
Customer Based Market Segmentation Kids Women Calorie Conscious Health Conscious Youth Amul
Kool Chocolate Milk Nutramul Energy Drink Amul Kool Millk Shaake Amul Calci + Utterly Delicious Pizza
Amul Emmental Cheese Amul Cheese Spreadsv Amul Lite Sagar Skimmed Milk Powder Amul Lite Slim
and Trim Milk Nutramul Amul Shakti Health Food Drink
Industry Based Market Segmentation:
Industry Based Market Segmentation Milk Butter/Cheese/Ghee Ice-cream Manufacturers
Restaurant/Food Chains Temples Bakery & Confectionaries Pizza Retailers Snacks Retailers Coffee
Shop Chains
Marketing:
Marketing PRODUCT LIFE CYCLE STAGES: A product passes through distinct stages during its life in
market, each posing different challenges, opportunities and problems .Profits rise and fall at different
stages of the product life cycle. There are four different stages of product life cycle, namely: 1.
INTRODUCTION STAGE. 2. GROWTH STAGE. 3. MATURITY STAGE. 4. DECLINE STAGE.
Marketing:
Marketing Different products of AMUL are in different stages in the product life cycle. Products like
milk, butter, chocolate and cheese are in the maturity stage, while ice-creams, chocolates and
shrikhand are still in the growth stage. On the other hand, products like milk powders, infant food,
frozen food items and mix are in introduction stage. The company adopts aggressive selling
techniques for those products which are in the introductory stage, while very less promotional
programmes are carried out for those products which are in the growth or maturity stage.
Marketing :
Marketing MARKETING &GCMMF: GCMMF is Indias largest exporter of dairy products. It has been
awarded as a Trading House status. GCMMF has received the APEDA award from the government of
India for Excellence in dairy products Exports for the last 11 years. GCMMF is Indias largest food
products Marketing Organization. It is a state level apex body of milk co-operatives in the Gujarat which

aims to provide remunerative returns to farmers and also serve the interest of consumers by providing
quality products which are good value for money.
Marketing :
Marketing Marketing Research: Marketing Research is the systematic design collection, analysis and
reporting of data and findings relevant to a specific marketing situation of the company. Amul performs
the marketing research mainly to launch a new products in the market. The purpose is of checking the
validity of the new products in the market for the local new. Amul conducts the market survey by
appointing business administration students for conducting the market survey. Extending policy of the
new product launched, Amul has recently launched the energy drink named STAMINA specially targeted
to the people who are playing sports daily.