Branding Strategy

Of

By
Suman Jha

Brief About AMUL

AMUL means priceless in Sanskrit. The brand name
Amul, from the Sanskrit Amoolya, was suggested by a
quality control expert in Anand.

Amul products have been in use in millions of homes since 1946. Amul
Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul
Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and
Amoolya have made Amul a leading food brand in India. Today Amul is a
symbol of many things. Of high-quality products sold at reasonable prices. Of
the genesis of a vast co-operative network. Of the triumph of indigenous
technology. Of the marketing savvy of a farmers' organization. And of a proven
model for dairy development. It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), which today is jointly owned by some 2.6 million milk producers in
Gujarat, India.

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
is the man behind the success of Amul.

GCMMF:- Gujurat Co-operating

Milk Marketing Federation

Brand Element
Character/
Mascot

Name
Logo

Brand
Element
URL

Tagline/
Slogan

Jingle

1.
2.
3.
4.
5.
6.

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

The Logo:
The Tagline / Slogan: The taste of India
The Jingle: Utterly, butterly, delicious..Amul.
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.
The URL: www.amul.com

Branded house
And
House of brand

Amul
Branded house
Amul

House of brand
Gujarat Co-operative Milk
Marketing Federation Ltd.
(GCMMF)

Brand architecture

Amul

Product brand
Amul Butter
Amul Kool
Amul Chocolates
Amul Milk
Amul Ghee
Amul Ice-Creams
Nutramul
Amul Shreekhand
Amul Cheese
Amul Spray
etc

Sub-Brands
Amul Kool
Amul kool cafe
kool Koko
Amul Kool
Chocolate milk
Amul kool flavoured
bottle milk
Amul Kool Thandai
etc

Endorsed brand
Amul butter
Amul kool
Amul lassee
Amul milk
Amul ghee
Amul masti dahi
Amul ice-creams
Amul chocolates
Nutramul
etc

Brand portfolio

Amul
Cheese

Amul
pasteurized
processed cheese
Amul cheese
spreads
Amul emmentel
cheese
Amul pizza
mozzarella
cheese
Gouda cheese

Cooking
Amul pure ghee
Amul cooking
butter
Amul malai paneer
Utterly delicious
pizza
Masti dahi

Desert

Amul ice cream

Amul Shrikhand
Amul mithai
gulabjamun
Amul chocolates
Amul lassi
Amul basundi

Health Drinks
Nutramul
Amul shakti
health food
drink

Amul
Bread Spread

Margarine
Amul butter
Amul lite
Delicious
table.

Milk drinks

Amul kool
milkshake
Nutramul
energy drink
Amul kool
flavoured
bottled milk
Amul Masti
spiced
buttermilk
Amul kool
thandai.

Powder milk

Amul spray
infant milk
food
Amul instant
full cream
powder
Sagar skimmed
milk powder
Sagar tea,
coffee whitener
Amul dairy
whitener

Fresh milk

Amul fresh milk

Amul gold milk
Taza double toned
milk
Amul lite slim and
trim milk
Amul fresh cream
Amul shakti
toned milk
Amul
calciplus

Value Preposition
Functional Quality, Variety of products, Range of Products.

Emotional It attracts people Emotionally with launching various

products like Energy Drinks, Sugar free Products for health
conscious people.
Economical The Price of Amul Products is Equivalent to its
quality. The fresh products which Amul deliver in reasonable
prices is one of the Economical Propositions of Amul.

Four Ps of Amul (Product,

Price, place and promotion)

Product analysis
Product specification:- Meets AGMARK standards and
BIS specification .no IS. 13690.1992
Product personality:- It is a UNISEX product
USP(unique selling point):- USP of Amul is its TASTE.
Amul butter is made from fresh cream by modern
continuous butter making machines.(purely vegetarian)

Price
Cost of milk
Labour cost
Processing cost
Transportation cost
Sales promotion cost
Sales promotion cost
Taxes etc.

Market share of Amul

Category

Market share

Market position

Butter

85%

Milk powder

40%

cheese

50%

Ice- cream

24.75

Sweets

50%

Chocolate drinks

90%

chocolates

10%

Place strategy
Amul is a very strong marketing channel.
The GCMMF has a network of more than 3500 distributers
and more than 5 lakh retail outlets.
More than 2.8 million farmers of 12 districts are operational
Amul has 47 depots

Farmers
Village
Cooperative
Societies
(without Chilling
Units)
Network
Services
* Veterinary
Services
* Animal
Husbandry
* Animal
Feed Factory
* Milk Can
Producers
* Agriculture
University
* Rural Mgmt
Institute
* Trucking
Facilities

Village
Cooperative
Societies (with
Chilling Units)

Local
Restaurants/Other
Milk related
businesses

Milk Processing
Union &
Warehouses

Chilling Plants

Warehouses

Wholesalers/C&S
Retailers

CONSUMERS

Home Delivery
Contractors

CONSUMERS

Milk Sold to
Village &
Local Residents

Promotion
Given this wide product portfolio, Amuls approach is to
promote its brands in a rotational cycle of two to three
years
After ice-creams were launched in 1996, the category was
re-visited in 1999, in order to improve availability of the
product and make it affordable

 Uses a variety of media to communicate

Most famous is billboard campaign
The endearing polka dressed girl and pun at various issues
increased brands fan following.

Contd
Amul food festival, which has been held for the last four year
between October and December in about 50,000 retail outlets.
The Chef Of India contest invites people to come up with
recipes using as many Amul products as possible. The recipe
can be submitted on Amuls website.
Slogan Likho Disneyland Dekho Contest

Contd
Amul Maharani contest: In this contest questions
about Amul are asked

Contd
AMUL sponsored the Singing Competition AMUL Star
Voice of India, Amul music ka maha mukabla

Few ads of Amul

Image portrayed

Amul has portrayed its image as a symbol of dairy products.

Amul is one of the leading food brand of INDIA and also a proven
model for dairy development.

Brand identity
Amul has maintained its identity with its MASCOT and also with its tagline
Amul the taste of INDIA

Brand perception

It is one of the most trusted brand of India in dairy products

With its taste, quality and value oriented services.

position
Amul has Maintained its Position in the Market by practicing
following points:
USP Quality with Affordability
Value addition to Customers

Brand Promise

The product promise to give the best quality food at

reasonable price.