AMUL(Anand Milk Federation Union Limited)

AMUL is an Indian dairy cooperative, based at Anand in the state of Gujrat, India.

• The co-operative was initially referred to as Anand Milk Federation Union Limited hence the name AMUL.

• Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3 million milk producers in Gujarat.

• Amul spurred India’s White Revolution, which made the country the world's largest producer of milk and milk products.

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.

BRAND ADVERTISEMENT

PRODUCTS BY AMUL

HISTORYDr. Verghese Kurian, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul.The cooperative was further developed and managed by Dr. Verghese Kurian with H.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

CULTUREAMUL 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 MIXProduct Dairy Products Cooking ProductsPrice Low Pricing StrategyPlace Rural & Urban Market International MarketPromotion Advertisements

COMPETITORS

BRITTANIANESTLECADBOURYMOTHER 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 Café, 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 brand’s 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 brand’s 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 Amul’s 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 by-Vishakha Agrawal1311764