Team Members: arya patri Kavita charya

INTRODUCTION INITIAL OBSTACLES ENVIRONMENTAL VARIABLES STP 4P’s PERFECT COMPETITION TO OLIGOPOLY RECOMMENDATION

Set Up by GCMMF with an investment of Rs.100 Crore

The largest Co-operative Movement Turnover of Rs.2,882 Crore 3,000 Distributors & 5,00,000 Retailers

Ignorance of Consumers

Price Competition

Retailer Whims

Micro Environment

Competition – Package imitation Customer – No Clear Brand Preference Market-Intermediary – Removed

Restrictions & Entered into Formal Agreements

Macro Environment

Demographic – Children, Elderly, Labour Class

Technological – Print Date of Mfr & Code No.

Socio-Cultural – Mentality of Housewives Legal – Food Adulteration Act; 8.5% SNF &

4.5% Fat

Demographic – Age, Income & Occupation

Geographic – Upcoming Settlements on City Outskirts

Behavioral – Diabetics, BP Patients, Elderly & Labour Class

Children Elderly Labour Class

POSITIONING Amul Gold Full Cream Amul Saathi 200 ml Pouch

PRODUCT PRICE• AMUL GOLD Rs.11/Lt• AMUL SHAKTI Rs.10/Lt• AMUL SAATHI Rs.7.50/Lt• AMUL TAAZA Rs.9/Lt• 200 ml Pouch Rs.1.70• 8 to 8 Counter

PLACE* 170 Retail Outlets* Removal of Restrictions on Crate Deposits* Incentives for New Retailers

PROMOTION* Printed Date of Mfr & Code, Ingredient* Amul Merit Scholarship* Amul Milk Logo* Gifts, Milk Van Rallies & Awards

Product getting Differentiated * Ingredients are varied* Shelf Life Increased* Packaging

A Few Competitor At Par AMUL

Bigger Economy Packs for Tea Shops & Restaurants

Variants for Fitness Minded Youths Home Delivery Create Consumer Awareness

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