Market Potential Of Amul Milk In Hadpsar Case Study

1489 Words 6 Pages
An Analytical Study on Market Potential of Amul Milk in Hadpasar, Pune City
1Dr. Sachin Wankhede, 2Prof. Atul A. Pise & 3Akshay Ukhalkar
1Associate Professor, SIBACA. Email: srwankhede@sinhgad.edu
2Assistant Professor, SIBACA. Email:atulpise@sinhgad.edu
3Student- MBA (Marketing), SIBACA. Email:akshayukhalkar05@gmail.com
Sinhgad Institute of Business Administration and Computer Application,(SIBACA)
Kusgaon (Bk). Off Mumbai-Pune Expressway, Lonavala, Pune-410401

ABSTRACT
In today’s competitive world while entering in the market it is very necessary to have good knowledge of the potential of a particular market. The information regarding the activities of competitor’s existing of the market so that we can plan out each activity according to that. It is also necessary to retain the existing customers apart from attracting new customers. The Paper is attempted to analyze the market potential of Amul milk brand, its consumption pattern and position of Amul milk among the bands available in Hadpsar area of Pune City.
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With the capacity of 250 liters of milk per day the first union was started. AMUL was established in the year 1955. Till the year 1946 the union was known as Kaira District Co-Operative Milk Producers’ Union. This union selected the brand name Amul which means” AMULYA”. The word derived from the Sanskrit word AMULYA which means priceless. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk powder Amul ghee, Amul spray, Amul cheese, Amul chocolates, Amul shrikhand Amul ice cream, nutraAmul, Amul milk and Amulya have made Amul a leading food brand in India. Today Amul is known for many things like of the high quality products sold at reasonable prices, of the genesis of a vast co-operative network, of the triumph of indigenous technology, of the marketing savvy of a farmers’ organization. And have a proven model for dairy development (Generally known as ANAND

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