Amul Marketing

Mayank Kumar – 1302-084

Prashant Gupta – 1302-105

Ravi Kumar – 1302 - 120

Kirti Shankar – 1302-074

Komuravelly Sainath – 1302-075

Rajeev Tibarewal – 1302-116

Rahul Gupta – 1302-113

Mayank Kumar – 1302-084

Prashant Gupta – 1302-105

Ravi Kumar – 1302 - 120

Kirti Shankar – 1302-074

Komuravelly Sainath – 1302-075

Rajeev Tibarewal – 1302-116

Rahul Gupta – 1302-113

2013

IMT Ghaziabad (DCP Batch – 2013-15)

2013

IMT Ghaziabad (DCP Batch – 2013-15)

A Marketing Audit Report on - AMUL

A Marketing Audit Report on - AMUL

Executive Summary

In this particular research, we have put an effort to understand the product and the marketing policy and activities of Amul and buying behaviour of the consumers with respect to Amul products. We discuss its mission, objectives and analyse the marketing strategies of the organization.

Marketing policy includes interest-creating activities such as advertising, personal selling, publicity and direct marketing. Amul’s marketing activities include mainly hoardings and television advertisements and also a little on the internet. Moreover we also do a SWOT analysis and discuss our findings.

A market research is also included which discusses how people perceive Amul as a brand and what has made Amul such a successful brand.

Finally we conclude and recommend some suggestions which can help Amul continue in such a fruitful manner and enjoy success in the long run.

Table of Contents

INTRODUCTION TO THE ORGANISATION 3

Situational Analysis 4

Market Summary 4

SWOT Analysis 5

Competitors: 5

Product offering: 6

Keys to success: 7

Marketing Strategy 8

The Amul Model 8

Mission 9

Marketing Objectives 9

Financial Objectives 9

Market Segmentation 10

Market Targeting 10

Market Positioning 10

Strategy Summary 11

Marketing Mix 12

Product 12

Amul Pricing Strategies 14

Amul Promotional Strategies 15

Place: A Global Distributor 16

MARKETING REASEARCH 18...