Study on market for Uthukulli Butter and Ghee - Understanding missing marketing mix elements

Abstract

Uthukulli Butter has been popular not only in Tamil Nadu but even outside the state, and we can say the town UTHUKULLI, which is near TIRUPPUR, the largest hosiery industrial town, became popular through the Butter (and the Ghee) that is produced in the town for years now.  While Uthukulli butter is famous even today, the growth in demand for this niche and fast consuming food product has not been the way it should have been, due to reasons which could be many.  The study on the butter, as the product produced in Uthukulli, its features and the associated factors, which were the reasons for the popularity that it could achieve, has been done to bring out knowledge about it from the early days - highlighting the essential aspects for the market success for the Uthukulli butter.  A product which becomes a brand is often recalled and longed for, if the same is not found in the store shelves for some time.  Uthukuli butter has always been a choice when available, but the stage of brand absence did not seem to have created a void for butter.  Other brands and varieties of butter ably met the demand for butter & Ghee.  The study is mainly done to find out the special features of the product because of which it became popular, and also the reason why there was no consolidation for increased popularity narrating the factors that worked against for the so called town-brand “Uthukulli”.  The marketing mix elements of the product and the strength or weakness of each element portray the reasons for the brand Uttukuli suffering the brand popularity that it is due to attain.