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Amul

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Submitted By shubhashish
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SYNOPSIS
Marketing Analysis
Anand Milk Union Limited (AMUL)

Group 8

Ajit Singh (13IB308)
Jay Dodia (13IB324)
Nishtha Goyal (13IB334)
Nyshidha Nekkanti (13IB335)
Ratnesh Kumar Gupta (13IB338)
Shubhashish Sinha (13IB352)

Submitted To: Dr. Kartik Dave
For
POST GRADUATE DIPLOMA IN MANAGEMENT-IB (2013- 2015)

BIRLA INSTITUTE OF MANAGEMENT TECHNOLOGY
GREATER NOIDA (U.P.)

Background & Importance:
Amul is a joint ownership of 3 million milk producers, established in 1946, in Anand, a small town in the state of Gujarat, India. It is managed by the Gujarat Cooperative Milk Marketing Federation (GCMMF).
The exploitive and egregious trade practices of the local trade cartel triggered off a White Revolution. During this time, the milk producers the area went on milk strike refusing to be cowed down by the cartel. Under the guidance of Sardar Vallabhbhai Patel, an Indian social leader, the milk producers got rid of the middlemen and formed their own cooperative which included procurement, processing and marketing.
With the assistance of great social reformers such as Morarji Desai and Tribhuvandas Patel, the cooperative was registered on 14th December, 1946 as the ‘Kaira District Co-operative Milk Producers Union Limited’. This co-operative, which began with only two village dairy co-operative societies producing 247 litres of milk, is today better known as Amul Dairy.
Currently AMUL has about 3.1 million producer members with an annual turnover of US $ 2.54 million. Today AMUL is a symbol of High-quality products sold at reasonable prices, genesis of a vast co-operative network and a proven model for dairy development. Today, GCMMF is India’s largest exporter of dairy products.

Objective:
To study the different dairy products manufactured and marketed by ‘AMUL’ and also analyse the marketing strategies adopted, key competitors and emerging

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