By- Shivani, Dipti, Sandeep, Shyam, Abhishek Rajan

INTRODUCTION

AMUL means "priceless" was suggested by a quality control expert in Anand.

Amul products have been in use in millions of homes since 1946. (Turnover: Rs. 80.05 billion in 2009-10).

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' organisation. -And of a proven model for dairy development.

HISTORY

Amul was born in 1956. Amul butter advertising emerged in 1965, entering the guinness world records. Advertising and sales promotion(ASP) by Sylvester Da Cunha in 1966. Amuls first campaign was made for the TV in the mid-sixties and it was only later the outer campaign was planned.

PRODUCT PORTFOLIO

REASON TO SUCCESS

People power Brand umbrella Low-cost price strategy Introducing higher value products The distribution network Managing supply chain Business market Co-ordination

MIX PRODUCT FOR EVERYONE

Product for youth Amul launched chocolate milk under brand name of amul kool koko targeting the youth. Product for diabetic people Indias first pro-iabetic wellness ice cream and sugar free delights for diabetics. Product for health conscious Amul launched low fat, low cholesterol bread spread. Product for the price sensitive india Low priced amul ice cream and affordable sugar whitener. Product for urban class Amul launched emmental gouda and pizza mozzarelia cheese

Amul Hoardings...it can't get butter,coz it's the best!

On External Affairs Minister Mr. K. Natwar Singh & Congress Party indicted by U.N.Committee's report on the corruption-ridden Iraqi oil-for-food scandal November'05

TASTE OF INDIA HITS

MASCOT

have completed the 50 years if its existence is Amul butter brand's mascot and loved by the Indian public. And for Amul Girl - Moppet the journey began with the tag line "utterly buttely delicious amul" being sung by a small girl in a polka-dotted frock and it lead to the making of a star in the cluttered field of advertising which stood out among the peers and got noticed and made a place for itself in the hearts of the billion Indians. The success of this mascot based campaign can also be judged from the fact that the campaign is about to enter the Guinness Book of World Records for the longest running branding campaign ever.

PRODUCT DIVERSIFICATION AMUL THE TASTE OF INDIA

Seeking unfamiliar products or markets in the pursuits of growth with both dairy and non-dairy products

CONCLUSION

The utterly butterly girl has managed to keep her fan following intact.

The ultimate compliment to the butter came when a British company launched a butter and called it utterly butterly

In India, food was something one couldn't afford to fool around with. It had been taken too seriously, for too long. Sylvester da cunha decided it was time for a change of image.

THANK U!!!