Amul is an established brand in India with a strong market value. “Typically, marketers segment the market and then decide on the product positioning; at Amul … Amul Ice Creams has a lot of variants in its product kitty … Amul, is an Indian dairy cooperative society, based at Anand in the Indian state of Gujarat. Amul is the acronym for Anand Milk Union Limited, a dairy cooperative company in Gujarat, India that markets a wide range of products including milk powders, milk, butter, ghee, cheese, chocolate, … Setting the price based upon prices of the similar competitor products. Amul deals in daily need dairy products … Milk Mantra, Lactalis, et al. The dairy major launched 33 new products, the highest number of products launched in a quarter. Formed in 1946, it is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 36 lakh (3.6 million) milk producers in Gujarat. Now, lets see the marketing mix for new launch of AMUL’S CHOCO CRUNH i.e., their products, price, place and promotion. Along with the existence in every category of the product made from milk, it is successful in winning the hearts of the consumers and highest market … await their ‘Manthan’ moment in market dominated by Amul, Mother Dairy A still from the film, Manthan, directed by Shyam Benegal for the Gujarat Cooperative Milk Marketing Federation; image credit: Amul It is one of the most popular as well as desirable brands in terms of dairy products. Amul… Apart from cheese, yogurt, and … Amul Target Market Lower, Middle and upper middle class families. Amul Positioning Amul is an Indian brand producing superior quality milk & dairy products. Pricing Strategy: India is a price sensitive market, hence, Amul tries to cater to the needs of all the Indian market segments keeping in mind the wallet size of its target customers without compromising with the product quality. The branded ghee market, for instance, is Rs 5,275 crore and Amul and Sagar (Amul’s second ghee brand) together command a 30 percent market share. NEW DELHI: The Gujarat Cooperative Milk Marketing Federation Ltd., which markets Amul milk and dairy products, reported a 13% increase in turnover to Rs 33,150 crore in the year ended March 31. Amul, the Indian dairy brand, is so trusted by all levels of society it does not do the sort of market segmentation other brands customarily undertake, but that trust has been built over decades, based on quality and a local focus. Amul Product Portfolio Brands: 1.Amul Butter 2.Amul Cheese 3.Amul Chocolates 4.Amul Ice Cream 5.Amul Kool. Amul … The Amul … Sandip Mandal Competition Based Pricing. Amul is considered as the “Amoolya” brand, which is the word of Sanskrit language, which means, anything that is priceless or invaluable. The Amul group’s turnover exceeded Rs 45,000 crore, which is also 13% higher than last year.