• Pradeep P. Liman
• Shashank Gaur
• Prof. A. D. Todmal

AMUL is a dairy cooperative which is marketed by Gujarat cooperative Milk Marketing Federation. The main USP of Amul brand is its low pricing. It hits at the transnational’s by reducing its prices on its product portfolio. The competitive advantage is its “backward integration” strategy, which helps substantially in cost reduction. Amul spends very less on its advertising budget, but spends it very wisely and effectively. It has the power of an umbrella brand Amul, which is highly respected brand name. Thanks to its brand mascot, the Amul girl, the co-operative has been able to get away with spending just 1% per cent of its revenues on advertising. In contrast, its competitors spends anywhere between 7-10% on advertising. The study was carried out to achieve the prescribed objectives of the study it was needed to follow systematic and scientific approach to interpret the results of the study. Methodology includes the detail description of the study area, source of the data, sampling techniques, analytical tools and other information. The marketing mix for Amul milk was conceded along with study of all P’s of marketing mix. The awareness of Amul milk was created by using the promotional kit viz. includes- kiosk, umbrella, posters, flyers, coupons, etc. The data was primary was collected from the selected locality by personal interview and door to door survey. The promotion offer was broadcasted and the data during the promotion was compiled. The sell before the promotion activity, during the promotion activity and after the activity was analyzed and interpreted to conclude the mentioned study. During the survey it was witnessed that Chitale being the local brand was consumed maximum. After the promotion activity of consumer acceptance for Amul Milk was studied and analyses efficaciously. It was seen that around 33% of the area potential was acquired successfully by Amul and it is estimated that it will increase gradually

Amul Milk, Marketing, Promotion, Consumer Acceptance

" “TO STUDY THE CONSUMER ACCEPTANCE FOR AMUL MILK IN PUNE CITY”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 5, page no.58-63, May-2019, Available :http://www.jetir.org/papers/JETIRBL06010.pdf

" “TO STUDY THE CONSUMER ACCEPTANCE FOR AMUL MILK IN PUNE CITY”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 5, page no. pp58-63, May-2019, Available at : http://www.jetir.org/papers/JETIRBL06010.pdf