Presented by: Prashant Shinde

History
It was started due to strategic advice from freedom fighters like Sardar Vallabhai Patel and Morarji Desai The Co-Operative movement started with the slogan Remove middlemen in Gujarat by the village masses. The collective farmers succeeded in making the British government accept the concept of CoOperative societies. The Kaira District Co-Operative Milk Producers union Ltd, Anand was born on Dec 14, 1946.

At the time Amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. Thus Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money.

THE ANAND PATTERN

Under Operation Flood programme of NDDB, the cooperative dairy movement picked on in India Breeding, Feeding, Milk Collection, milk processing, product manufacture and marketing, everywhere the Anand Pattern was followed.

THE ANAND PATTERN

Statemarketingfederation Alldairiesinstate Districtmilkprocessingunion Everydistrictinstate Villageco-operativesociety Allvillageindistrict Milkproducer Majority-Farmers

Following Two keys were identified for success: The first, that sustained growth for the long term would depend on matching supply and demand. It would need heavy investment in the simultaneous development of suppliers and consumers. Second, that effective management of the network and commercial viability would require professional managers and technocrats.

Amul products are available in over 500,000 retail outlets across India through its network of over 3,500 distributors. There are 47 depots with dry and cold warehouses to buffer inventory of the entire range of products

UTTERLY BUTTERLY DELICIOUS AMUL

A brand that has been discussed time and again, and has been talked about by more than 3 generations

THE MOPPET
The moppet who put Amul on India's breakfast table Towering over at all prominent landmarks of all major Indian cities Bringing smiles to millions Changed the livelihood of over 2.5 million Gujarat farmers The sales fig. for Amul butter have jumped from a few lakhs in 1966 to over Rs.500 crores now

EVOLUTION OF THE UTTERLY BUTTERLY DELICIOUS CAMPAIGN

The Amul butter campaign was launched in 1966 by Advertising and Sales Promotion Company (ASP) The account moved to da Cunha Communications later which was founded by Sylvester da Cunha Created in response to the buttergirl used by rival dairy firm Polson to endorse its products

WHY UTTERLY BUTTERLY DELICIOUS AMUL?

Amul butter is made from best quality milk and has just the right amount of salt added to it which makes it absolutely delicious. So the tagline UTTERLY BUTTERLY DELICIOUS AMUL which conveys what Amul butter is all about.

The 1 ADVERTISEMENT
st

Summer of 1967 Place - A Charni Road billboard in Mumbai It was the premier of one of Indian advertisings most deliciously funny creations that introduced the concept of consumer humour or serious things spoken in jest

LONGEST RUNNING CAMPAIGN EVER

For 40 odd years the Utterly Butterly girl has managed to keep her fan following intact GUINESSBOOK of world record From the Sixties to the Nineties and to the 21st century Many believe that the charm lies in the catchy lines

THE TOPICALS
Although the official tagline of Amul Butter is Utterly Butterly Delicious Amul but through its campaign it has managed to create a new tagline for each of its advertisements

A PRODUCT WHICH HAS HUNDREDS OF TAGLINES

If we go back to January this year, there was the announcement of the impending launch of Indias smallest (and the worlds cheapest) car. The headline says whether you agree or not (referring to the controversy about whether the car was good for India or not)

 Pau Bhaji is a popular Indian snack - basically a kind of sandwich with a potato filling. Hence the line SLAP IT ON(BUTTER)

 This appeared when R.R.Patil succeeded in banning dance bars in Mumbai and as the line mentions Day & Night which means Amul can be eaten day and night.

 The ad below is about Indias first woman President who was personally picked by Sonia Gandhi, the Congress President. But it sure wasnt an easy choice at all, because there were accusations that a malleable President had been chosen for political benefits.

SWOT ANALYSIS

STRENGTH
Amul a family brand Amul girl brand mascot Amul is largest producer of milk and milk product in world Backward integration-cost

WEAKNESS
Market for dairy product is still in evolutionary Poor infrastructure Logistic not professional managed Delayed payment to farmers Suppliers have no access to financial

OPPORTUNITIES
In export of milk Daily necessity Essential ingredient in favorite recipes New flavors in milk product

COMPANY NAME Nestle

THREATSFOR THREATS
Reputed brand and having the leadership in cheese slices Brand name in chocolate industries Introduce frozen paneer which will capture the market Ice Cream market Fluid milk Fluid milk Fluid milk

Cadbury Britannia

Kwality walls Mahananda Varana Mother Dairy

Utterly Butterly Delicious

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