Presented By:Hardik Gupta

Krishan kumar Yadav

Sachin Bhambhoriya

Rajveer Jat

A Product system is a group of diverse but related items that function in a compatible manner.

A Product mix is the set of all products and items a particular seller offers for sale.

A product mix consists of various porduct lines.

A company’s of a product mix has a certain :-

Width

Length

Depth

Consistency

The width of a product mix refers to how many different product lines the company carries.

Product line

and length

Product width

The length of a produt mix refers to the total numbers of items in the mix. We can also talk about the average length of a line. This is obtained by dividing the total length by the no. of lines.

The depth of a product mix refers to how many variants are offered of each product in the line. The average depth of a company’s product mix can be calculated by averaging the no. of variants within the brand groups.

The consistency of the product mix refers to how related the product lines are in end use,prodution requirments,distribution channels ,or some other way.

These four product mix dimensions permit the company to expand its business in four ways. It can add new product lines,thus widening its product mix. It can lengthen each product line.it can add more product variants to each product and deepen its produt mix. finally a company can pursue more product line consistency.to make these product and brand decisions,It is useful to conduct product line analysis.

Formed in1946,is dairy co-operative movement in India.

A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)

Jointly owned by 2.6 million milk producer in Gujarat.

Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world.

Overseas market Mauritius, UAE, USA, Bangladesh, Australia.

Dr. Varghese Kurien former chairman of GCMMF the man behind the success of Amul.

1. Brand Name: “Amul” is the acronym of “Anand Milk Union Limited”.

2. The Logo:

3. The Tagline / Slogan: “The taste of India”

4. The Jingle: Utterly, butterly, delicious…..Amul.

5. The Character / Mascot: The Amul moppet has been the mascot of Amul since 1967, sporting a young girl in red polka dot frock with 'utterly butterly delicious’ jingle.

6. The URL: www.amul.com

Brand Element

Name

URL

Logo

Character /

Mascot

Jingle

Tagline/

Slogan

Keller Brand Elements Model

CookingCheese Desert Health Drink

•Amul pasteurized

processed cheese

•Amul cheese

spreads

•Amul emmentel

cheese

•Amul pizza

mozzarella cheese

•Gouda cheese

•Amul ice cream

•Amul shrikhand

•Amul

mithaigulabjamun

•Amul chocolates

•Amul lassi

•Amul basundi

•Amul pure ghee

•Amul cooking

butter

•Amul malaipaneer

•Utterly delicious

pizza

•Mastidahi

•Nutramul

•Amul shakti

health food

drink

Powder MilkBread Spread Milk Drinks Fresh Milk

•Amul fresh milk

•Amul gold milk

•Taza double

toned milk

•Amul liteslim

and trim milk

•Amul fresh

cream

•Amul shakti

toned milk

•Amul

calciplus

Amul spray infant

milk food

•Amul instant full

cream powder

•Sagar skimmed

milk powderr

•Sagar tea coffe

whitener

•Amul dairy

whitener

•Amul

koolmilkshake

•Nutramul

energy drink

•Amul

koolflavouredbot

tled milk

•Amul

mastispiced

buttermilk

•Amul

koolthandai.

•Margarine Amul

butter

•Amul lite

•Delicious table

Amul never forgot its “primary customer”

- Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate)

Product for youth

- Amul launched Chocolate milk under brand

name of ‘Amul Kool Koko’ targeting the youth

Product for diabetic people

- India’s First Pro-Biotic Wellness Ice cream &

Sugar Free Delights For Diabetics

Product for the health conscious- Amul Launched “low fat, low cholesterol

bread spreads”

Product for the price sensitive India

- Low Priced Amul Ice Creams and affordable ‘sagar’ whitener

Product for the urban class

- Amul launched emmental, gouda and pizza mozzarella cheese

Hindustan Unilever Limited (HUL) is India's largest

Fast Moving Consumer Goods Company with a heritage

of over 80 years in India and touches the lives of two

out of three Indians.

With over 35 brands spanning 20 distinct categories such as soaps,

detergents, shampoos, skin care, toothpastes, deodorants etc..The

Company is a part of the everyday life of millions of consumers across

India.

The Company has over 16,000 employees and has an annual turnover

of around Rs.25,206 crores (financial year 2012 - 2013).

Hindustan Unilever Limited was established in 1933 as Lever Brothers India Limited by Lever Brothers.

In 1956, it became known as Hindustan Lever Limited, as a result of a merger between Lever Brothers, Hindustan Vanaspati Mfg. Co. Ltd. and United Traders Ltd.

The company was renamed in June 2007 as “Hindustan Unilever Limited”.

Lever Brothers first commenced operations in India in the summer of 1888, when crates full of Sunlight soap bars, embossed with the words "Made in England by Lever Brothers" were shipped to the Kolkata harbour and it began an era of marketing branded Fast Moving Consumer Goods (FMCG).

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Group A Group B

Class 1 82 85

Class 2 76 88

Class 3 84 90

Task 1

Task 2

Group A

Task 1

Task 2

Group B

Task 1

Task 2

Group C

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