AMUL

(Anand Milk Federation Union Limited)

 AMULis an Indian dairy cooperative, based atAnandin the state of Gujrat,

India.
The co-operative was initially referred to asAnand Milk Federation Union
Limitedhence the name AMUL.
Formed in 1946, it is a brand managed by acooperative body, the Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned
by 3 million milk producers in Gujarat.
Amul spurredIndias White Revolution, which made the country the world's
largest producer of milk and milk products.

BRAND
ADVERTISEMENT
The Amul mascot, a cute and chubby girl usually dressed in a polka dot dress, is universally
recognisable in India. And the tagline, Utterly Butterly Delicious Amul is just as catchy.
Together, these two elements are a fantastic combination of brand elements for Amul.
One Ad is released nationally every week with reference to the latest incident that
week.The ad series has covered almost all spheres of Indian life Cricket, politics,
business, bollywood etc.

PRODUCTS BY AMUL

HISTORY
Dr. Verghese Kurian, founder-chairman of the GCMMF for more than 30 years (19732006), is
credited with the success of Amul.
The cooperative was further developed and managed by Dr. Verghese KurianwithH.M Dayala.
Dalaya's innovation of making skim milk powder from buffalo milk (for the first time in the
world) and a little later, with Kurien's help, making it on a commercial scale, led to the first
modern dairy of the cooperative at Anand, which would compete against established players in
the market.

HISTORY

In a brainstorming session, a chemist who worked in the dairy laboratory suggested

Amul, which came from the Sanskrit word "amulya", which means "priceless" and
"denoted and symbolised the pride of swadeshi production.
The trio's (T. K. Patel, Kurien and Dalaya's) success at the cooperative's dairy soon
spread to Anand's neighbourhood in Gujarat.
In 1999, it was awarded the "Best of all"Rajiv Gandhi National Quality Award.

CULTURE

CULTURE
AMUL is the first company in the co-operative form to adopt the e-revolution.
In this information communication- Entertainment age, the barriers between the business
organization and consumers, between manufacturers and end-users are all breaking down.
This is what was started fifty years back by AMUL by eliminating the middlemen and
bringing the producers closer to the consumers. The organization believes in innovations in
product as well as process.

Quality is very important for any food industry. Quality implies maintenance of
functional values of the product as well as improving the style of management by
keeping customer in focus. The milk producers of the member unions have a
commitment to achieve quality in basically six priority areas Cleanliness of the dairy
cooperative societies, Planning and Budgeting of the Dairy Society, Artificial
Insemination Service, Quality Testing and Milk measurement at Dairy co-operative
Societies and Management Practices and Self-leadership Development.

MARKETING MIX
Product
Dairy Products
Cooking Products
Price
Low Pricing Strategy
Place
Rural & Urban Market
International Market
Promotion
Advertisements

COMPETITORS
BRITTANIA
NESTLE
CADBOURY
MOTHER DAIRY

SEGMENTATION
Wide range of product categories caters to consumers across all
market segments. For example, Amul Kool is targeted at children, while
teenagers prefer Kool Caf, as it has a cool imagery associated with it.

TARGET
Changing retail environment .
Striking out on its own, with Amul Outlets or parlours to deliver consumers
total brand experience .
Launched in 2002, there are now over 4700 Amul parlours across the
country, which contributed 3% to the brands total turnover.

POSITIONING
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.

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.
Amul Maharani contest: in this contest questions about Amul are asked.
AMUL sponsored the Singing Competition AMUL Star Voice of India, Amul music ka maha
mukabla.

CONCLUSION
Amul has risen from Indian soil and it remains Indian in every sense.
There is ample scope in the low priced segment as also in other categories.
There are a significant number of retailers who are currently stocking more than two
brands.
Amul has the opportunity to capture the more evolved young adults and children who
are open to new products provided they meet their expectations.

THANKYOU!!!

Presented byVishakha Agrawal

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