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2. INTRODUCTION TO AMUL DAIRY

3. AMULTHE TASTE OF INDIA The mighty Ganges when it sets on its long Winding journey. So too is the story of Amul, Which inspired the “OPERATION FLOOD” And heralded the White Revolution in this Land. It began with two village co-operatives and 250 liters of milk per day.

4. Amul formed in 1946, is a Dairy co-operative movement in India. It is a brand name managed by an Apex Co-operative organization, Gujarat Co-operative Milk Marketing Federation which today is jointly owned by some 2.41 million milk producers in Gujarat. Amul comes into existence because of the struggle of Vallabhbhai Patel, Morarji Desai,and Dr. Verghese Kurien.

5. VISION Amul’s vision is to provide more and more satisfaction to the farmers, their customers, employees and distributors.

6. MISSION “We the motivated and dedicated workforce at Amul are committed to produce wholesome and safe foods of excellent quality to remain market leader through development of quality management system, state of art technology, innovation and eco-friendly operations to achieve delightment of customers and milk producers.

7. STRATEGIES OF AMUL

8. Have created the strong Brand name Amul have created strong brand name in the Market, with the help of their commitment to Customers, and by providing best quality products at reasonable price

9. Their management strongly believes that “When people thinks of butter the first picture comes in mind is of that little girl in red and white frock with holding packet of Amul Butter.

10. Unique identity: They sales their products through AMUL PARLOURS. In order to come closer to the consumers, they have created “Amul preferred outlets”

11. Strong Advertisements: Amul has created the strong identity through their innovative and creative advertisements of different products by focusing their target market very nicely

13. Extraordinary Media Planning and Scheduling: They do advertisement through newspapers and posters, Television, cinema, and cinema ads, Boards, Direct mail, Fairs and exhibitions, etc

14. They Schedule their TV ads by keeping into focus their target market. For e.g.. The target market for chocolates and nutramul is kids than they give ads in channels like pogo TV

15. HOARDINGS They keep their Hoardings according to current issues.

16. India - leg of Beijing 2008 Olympics torch relay - April '08

18. CONTESTS Amul Chef of the Year, 2007-08 contest Amul Maharani Contest, 2007-08 Amul Food Festival Contest Winners of Slogan likho Disneyland dekho contest Winners of "Amulya Fly to Bangkok Contest"

20. CONCLUSION FIMALLY, WE CAN CONCLUDE THAT REALLY AMUL HAS NOT ONLY THE TASTE OF INDIA BUT HAS ALSO BECAME THE TASTE OF WHOLE WORLD.

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