Creating
customer value is an integral process for the growth of a company and
developing a position in a competitive market or in this case to maintain a
position of a market leader. Amul masti dahi is part of an everyday Indian meal
and plays an important role in our diet. A consumer gets multiple values for
this product:-
- Used in number of dishes such as Dahi Wada, Dahi BatataPuri, Dahi Rice, Dahi Idli, Dahi
Raita, Kadhi and Muglai Food.
- Provides nutritional properties
- Amul Brand name
- Taste
- Consistently reasonable pricing
- Consistent quality in comparison
to local dairies
- Saves time in comparison to
making dahi at home
- Easily available in local kiranas as well as retail outlets
- Available in international
markets such as USA, Middle east , china etc so the consumer doesn’t have
to switch is brand while travelling
- They also have diversified into
flavored curd and low fat variety giving the customer more options
For the purpose of this marketing diary all my examples and concepts will be explained in context to the product Amul Masti Dahi (yoghurt)
Amul started as a company in 1946 located in Anand, a small town of Gujarat. The name is derived from Anand Milk Union Limited. Amul is the flagship brand for Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF) with an annual turnover of US$ 2.54 billion. They have a daily milk procurement of 13 million lit. from 16914 milk cooperatives, 17 member unions from 24 districts and 3.18 million milk producer members.
Amul works towards providing quality to its consumers and at the
same time provide returns to the farmers. The success story of Amul is looked
up to by companies all over the world. Amul has grown in the past 65 years as
it is now producing a vast range of dairy products from milk, dahi, butter to
various types of cheeses and ice-creams and in countries around the globe such
as USA, Middle East, China etc.
Preparation of dahi is a time consuming and tiring chore for every housewife and with today's fast paced life a Indian household now has an option to purchase the same product with a shelf life of 7- 15 days .
Amul Masti Dahi is available in different sizes and packaging.
