Scribd
Upload
796 views15 pages

Amul Butter Brand Awareness Analysis

The document contains marketing research conducted on Amul butter. It includes details on the internal and external research guides, objectives to understand customer perception and brand awareness of Amul butter, methodology of collecting primary and secondary data through surveys of customers and retailers, findings that 59% of customers prefer Amul butter which has 95% brand awareness and is most demanded brand ranked first in the market. The research also found that Amul butter quality is good and customer satisfaction level is excellent.

Uploaded by

Darshan C Reddy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
796 views15 pages

Amul Butter Brand Awareness Analysis

The document contains marketing research conducted on Amul butter. It includes details on the internal and external research guides, objectives to understand customer perception and brand awareness of Amul butter, methodology of collecting primary and secondary data through surveys of customers and retailers, findings that 59% of customers prefer Amul butter which has 95% brand awareness and is most demanded brand ranked first in the market. The research also found that Amul butter quality is good and customer satisfaction level is excellent.

Uploaded by

Darshan C Reddy
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

Internal Guide: Prof.

S N Murthy

External Guide: Mr. Stany Lobo

3/24/2012

A marketing concept that compasses a customers impression, awareness and/or consciousness about company or its offering. Which is affected by advertising, reviews, public relations, media experience and other channels Mainly to know perception towards Amul Butter To know the customers mind and brand awareness in the market.
3/24/2012

Nature of business carried out. Products and services. Mission, Vission and Quality policy. Competitors information.

3/24/2012

3/24/2012

Structure: Vertical structure with various functional dept. Skill: Continuous training using both on the job and off job training programs Style: Participative , Authoritative style and information flow is top-down style and bottom up style. System :Inventory control system , Order execution system and Distribution system. Strategy: the main strategy is Value for money products which stresses more on Quality rather than gaining profits. Staff: 750 employee across the country and many more distributors and retailers Shared value: Amul has always promised on its values and has delivered on time, value for money product. Shared values are Customer Orientation ,Commitment to producers , Quality ensured and Innovation all the way.

3/24/2012

o o o

Strengths: Cows and buffaloes Absolute monopoly Market leader Excellent network Good infrastructure

Weakness: o Complexity in structure o Conflicts in the unions o Financial benefit not available
3/24/2012

Opportunities: o Global markets o Rural markets o Scope for reforms AHD in states

Threats: Unregulated competition Dumping of dairy products by other countries Unethical practices

3/24/2012

To know the consumer perception and preferences about the Amul Butter and to identify the competition and brand awareness.

3/24/2012

To find out major competitors of Amul butter To find out the market share To measure the satisfaction of consumers and brand awareness.

3/24/2012

Data collection method was survey method Data source: The required data was collected both primary and secondary primary data: Collected personally form various consumer as well as retailers Secondary data: From Magazines, newspapers and websites. Sampling plan: Sampling unit: Consumers and all retail outlets Sampling size: 100 Type of sampling: Simple random sampling

3/24/2012

What do see at the time of purchasing butter?


30

INFLUENCE PRICE QUALITY PACKAGING GIFT TASTE

NO. OF CONSUMER 21 24 18 12 25

25
20 15 10 5 0

24 21 18 12

25

3/24/2012

Which brand you prefer most?


BRAND PREFER BY CUSTOMER

NESTL E 12%

BRITAN NIA 8%

MOTHE R DAIRY 21%


3/24/2012

AMUL 59%

59% of consumers prefer Amul better 95% consumers aware of Amul butter Amul butter is most demanded and ranked as 1st . Amul butter is available in 33% of outlets.

3/24/2012

The brand awareness for Amul butter is more. Most sold are 100gm and 500gm packaging. Quality is good and satisfaction is excellent.

3/24/2012

3/24/2012

You might also like