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Amul

(1) Amul was formed in 1946 in Anand, India as a cooperative brand managed by dairy farmers to market their milk collectively and negotiate better prices. (2) It is now India's largest food brand and marketed by the Gujarat Cooperative Milk Marketing Federation which involves over 2 million dairy farmers. (3) Amul focuses on rural expansion, health products, and uses iconic advertising featuring the "Amul girl" to promote its brands across India.

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Kunal Kimatkar
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526 views14 pages

Amul

(1) Amul was formed in 1946 in Anand, India as a cooperative brand managed by dairy farmers to market their milk collectively and negotiate better prices. (2) It is now India's largest food brand and marketed by the Gujarat Cooperative Milk Marketing Federation which involves over 2 million dairy farmers. (3) Amul focuses on rural expansion, health products, and uses iconic advertising featuring the "Amul girl" to promote its brands across India.

Uploaded by

Kunal Kimatkar
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 PPT, PDF, TXT or read online on Scribd
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Submitted by : -

 Kunal
 Suhail
 Akshay
 Rahul
 Shalik
 Sutapa
Anand Milk Union Limited - AMUL
The Brand Name Amul

“Priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," (meaning
Precious) was suggested by a quality control expert in Anand, formed in 1946 , managed
by Gujarat Co-operative Milk Marketing Federation Ltd.

To end unfair and manipulative trade practices Sardar Vallabh bhai patel advised the
farmers to form cooperative society in1940 to procure milk from the farmers, process the
milk and sell it in Bombay to customers & remove the mediators.

The Cooperative was further developed & managed by Dr. V Kurien along with Shri H M
Dalaya .

GCMMF is India's largest food products marketing organisation

A pattern similar to the Anand’s Pattern was built in other states of India , We
known as Operation Flood.
GCCMMF : An overview

• Members:13 district cooperative milk producers' Union

• No. of Producer Members:2.79 million

• No. of Village Societies:13,328

• Total Milk handling capacity:11.22 million litres per day

• Milk collection (Total - 2008-09):3.05 billion litres

• Milk collection (Daily Average 2008-09):8.4 million litres

• Milk Drying Capacity:626 Mts. per day

• Cattlefeed manufacturing Capacity:3500 Mts per day


Amul Plants

• First plant is at ANAND, which


engaged in the manufacturing of milk,
butter, ghee, milk powder, flavored
milk and buttermilk.

• Second plant is at MOGAR, which


engaged in manufacturing chocolate,
nutramul, Amul Ganthia and Amul lite

• Third plant is at Kanjari, which


produces cattelfeed.

• Fourth plant is at Khatraj, which


engaged in producing cheese
Business Vision

– Long-term, sustainable growth to its member farmers

– Value proposition to a large customer base by providing milk and other dairy
products at low price.
Amul Products

• Bread Spreads

• Cheese Range

• Mithaee Range

• UHT Milk Range

• Pure Ghee

• Infant Milk Range

• Milk Powders

• Fresh Milk

• Curd Products

• Ice cream , Chocolate & Confectionary

• Milk Drink

• Health Bevearge
Amul Products
Strengths Weaknesses

• Image of Desi Brand in consumer’s mind • Inadequate distribution setup


• TOM - 100% brand recall ( Amul Moppet ) • Lack of capital investment as compared
to other competition
• Brand Amul is synonymous to Trust
• Not cashed on Spoiler strategy
• Aggressive pricing & Known for quality
products.
• Umbrella Brand Strategy

Opportunities Threats

• Go rural is the key to success • Threat from MNCs


• Diversification - Umbrella Branding •
• Amul parlour
• More work needed on Health platform
Market Development Strategy

• Shifting its focus from urban to rural markets and smaller towns. In 2005, Amul has
added 900 new stores all across small towns to increase its reach.

• Capturing the market based on health platform - Diabetic and health conscious people
through sugar free ice-cream, which is a variation of an existing product.

• Expanding markets by entering into smaller towns, thereby increasing its market base
for the existing products.

• Amul is also increasing its market base for milk through a new version – the Amul
Tazaa. Tazaa is the long-life version of milk which has a longer shelf life as compared to
normal fresh milk. This product is highly picking up in the domestic and export market.
Amul Ads

• Most famous in bill board

• The enduring polka dressed girl pun at various issues increase brands fan
– Use of Utterly-Butterly Girl:
– Using since 1967.
– Entered in the Guinness Book Of World Records for being the longest running
campaign ever
The Famous Ads
Market Strategy – Recommendation from team

• By Setting up of Amul Parlours' across the country during the year. These stores will
sell the entire product range of Amul products, in addition to the existing retail network for
ice cream, milk and other products.

• Try to get more and more customers through a more intensive distribution. Opening
more stores at Highways, Railway stations, Airports, Bus stations, Schools, Colleges, and
Industrial Canteens etc.

• Try to find place in various upcoming retail chains ( Carrfeures, Hyper City , Wal Mart )

• Diversification under Umbrella brand & explore to cover new platforms.


- Product for Kids , Men , Women
- “ Me Indian “
- Explore more on Health Platform
- May be on Environment platform

• Continuing the same Amul Masscot & Ad campaign in future will make the brand
association stronger

• Amul girl can be used as a property in cartoon channels - Just like Walt disney does .

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