I have chosen the Amul company for this marketing plan.

I have chosen the Amul company for this marketing plan.

The introduction, environmental analysis, target market analysis, SWOT analysis, and marketing mix analysis of Amul is discussed in the explanation part.

Explanation:

1.

I have chosen the Amul Company for this marketing plan.

1. Introduction about the business:

Anand Milk Union Limited, commonly known as AMUL. AMUL is the milk and milk product co-operative dairy company, based in the small town of Anand, in the Gujarat state of India. The founder of AMUL is Tribuvandas Patel. The tagline or slogan of AMUL is ‘The taste of India,’ and the Jingle is ‘Utterly, buttery, delicious…..’

1. Business vision and mission:

Vision:

Vision defines where the organization wants to go or what the company wants to achieve. The vision statement describes a company’s long term goals. An effective vision statement motivates the employee and provides them with a direction for carrying out day to day business activities.

The vision statement of Amul is ‘Amul’s vision is to provide more and more satisfaction to the farmers, employees and distributors’.

Mission

The mission statements define the purpose or the reason for the existence of an organization. It answers the question of why the company exists? The mission statement distinguishes the company from other similar companies. The vision statement of the company inspires to dream, and on the other hand, the mission statement encourages the company to bring dreams into action.

It shows the present as well as the future of an organization.

The mission statement of Amul is, ‘We at GCMMF (Gujarat Co-operative Milk Marketing Federation) endeavor to satisfy the taste and nutritional requirements of the customers of the world, through excellence in marketing by our committed team. Through co-operative networking, we are committed to offering quality products that provide the best value for money’.

1. Business Objective:

Objectives are the small set of targets that a company tries to achieve in a given set of time.

Objectives are set by individuals to achieve desired goals. The aim is a step that helps to reach the vision by accomplishing a mission.

The business objective of AMUL is as follows:

1. The business object of AMUL is to ensure that the maximum share of consumer’s rupee goes back to the milk producers.
2.   Amul has an objective to supply goods with the best of quality and purity at very reasonable rates.

III.  The objective of Amul, the dairy co-operative in India, is to spur the White Revolution in the country and make India the largest producer of milk and milk products in the world.

1. Products and services offered:

AMUL produces milk and milk products and renders services to customers to gain profit.

The products and service offered by Amul are as follows:

1. Amul Butter,
2. Amul Milk Powder,
3. AmulGhee,
4. Amul spray,
5. Amul Cheese,
6. Amul Chocolates,
7. Amul Shrikhand,
8. Amul Ice cream,
9. Nutramul,
10. Amul Milk, and many more.

2.

Environment analysis

PESTEL analysis is a tool used to conduct an environmental review.

Amul’s PESTEL and environment analysis:

Political factors that impact Amul: Amul’s profitability or chances of survival are diverse, considering the political considerations. The sudden change in political regimes varies on the decisions taken by the government. The overall political risk of Amul’s company is dependent upon the political stability of the country.   

Economic factors that impact Amul: Economic factors such as inflation rate, interest rate, foreign exchange rate, GDP (gross domestic product) helps the company to pertain in the industry. Amul company has to consider whether it is operating in a monopoly or any other type of market and any other above-mentioned economic factors before investing anywhere.

Social factors that impact Amul: The social factors that affect Amul are the culture, beliefs, attitude of the majority of population, demographics, class, and many more. Social factors are essential for both the operational and marketing aspects of Amul.

Technological factors that impact Amul: Technology is rapidly changing in the business environment. The recent technological developments of Amul’s competitors encounter Amul to invest in its introducing new technology and innovation.

Environmental factors that impact Amul:  There are different ecological standards for various industries to safeguard the environment. Every company has to follow and work under the set standards. The environmental factors that impact Amul are weather conditions, climate changes, managing environmental habits.

Legal factors that impact Amul: There are government institutions in every country that provide the framework for the companies that are operating in their country. The legal factors that influence Amul are intellectual property law, discrimination law, health and safety law, consumer protection law, and many more.

3.

Target market analysis

Amul has targeted its milk product in various segments and has targeted different groups of customers.

1. Kids aged four to sixteen: The products like Amul Nutramul, Amul chocolate milk, Amul kool flavored bottled milk.
2. College going customers: The products like an Amul kool milkshake, Amul kool café, Amul kool Koko.
3. Specific season: The products like Amul Masti spiced buttermilk, Amul lassi, Amul kool Thandai.

Marketing is a core element for all businesses, to satisfy customers and to be better than its competitors, Amul had to reach their potential customers and had to satisfy the existing customers by providing the right quality product at an affordable price and give a wide variety of products.

4.

SWOT (strength, weaknesses, opportunity, and threat) Analysis

SWOT analysis of Amul is as follows;

Strength: The strengths of Amul are as follows:

1. High brand equity and product image.
2. High quality.
3. Wide range of products.
4. Affordable price.
5. Trust of customers.

Weaknesses: The weaknesses of Amul are as follows:

1. a. Low market share in the chocolate segment.
2. Failure in some products such as Nutrela
3. Low sales in the ice cream segment.
4. Fewer advertisement and promotion.

Opportunity: The opportunities for Amul are as follows:

1.  Product development.
2.  Diversification.
3.  Increase in exports.
4. Improvement in weak segments.

Threat: The threats of Amul are as follows:

1. Increase in strong competitors.
2. Economic slowdown.
3. Inflation.
4. Disease in cows and buffalos.

5.

Marketing mix analysis

Product:  Amul is one of the leading dairy product brands, having a diverse product portfolio. Amul offers a wide range of products such as Amul butter, Amul milk, Amul chocolate, Amul cheese, Amul buttermilk, and many more.

Price:  Amul uses competitive and low-cost pricing for its products. Amul started selling its product at an affordable or economical price. Amul uses low prices for milk, ice cream, ghee, and many more, and Amul uses competitive prices for Amul spray, condensed milk, and many more.

Place: Amul uses an enormous distribution channel that is spread across the world to deliver its product and reach customers. Amul produces products on a large scale (economics of scale) and then broken down into different units for customers. Amul uses acquisition and distribution channels to reach its customers.

Promotion:  Amul uses the most successful promotional campaigns, by using Amul Girl in its promotional campaign, Amul has attracted a large number of customers