Amul was formed in 1946 and collects milk from small and large producers across India to produce dairy products like milk, butter, cheese, and ice cream. It is managed by the Gujarat Co-operative Milk Marketing Federation and is the largest food brand in India as well as the biggest brand in the pouched milk sector worldwide. Amul uses various communication, retail, and architecture touchpoints to connect with its community of over 2.79 million producer members across 13,328 villages in India.

1. TOUCH
POINT
CORE ACTIVITY
Catologue
Above the line
Below the line
5
scanner
COMMUNICATION
ADVERTIZIN
G
PRODUCT TYPOLOGY:
Products
Services
Community
Ex t s
hibi
ion
4
Competition
s
3
EVENTS
Architecture
Sponsorsh
i
p
2
Second Lif
e
1
PRODUCT FIELD:
0
Milk
Social tne (pe
wok r
sonal
)
COM M UNIT
Y
Social tne (p
wok ages)
Milk products
Ice creams
Sweets and chocolate
Visal erchndizin
u M
a
g
The Taste of India
Web (vir shop)
t
ual
Ex t stan
hibi
ion d
Web (info
r ative
m
)
Corne
r
Par s
lour
Flaghip or
s st e
Plati h
s c and-i
n
DI I
STRBUTIO CHANNEL
N
LABEL
Showroo
m
Shop
s
Amul V
T
SER ES
VICE
Others
0_NONE
M ain
Pack
Offi
ces
Secondar Pak
y c
PACKA NG
GI
SERVICE
Loan
s
Sponsorsh
i
p
CHARI S
TIE
PSSD SCANNER TOUCHPOINT SCANNER
1_UNA TANTUM
I
nfo oint
P s
Enplym ent
o
Buildi
ng
school
s
Foo Joi
d nt
s
“Re
staur s”
ant
BRAND EXT
ENTIO
N
2_FIRST TIME
CORPORATE UILDI
B NGS
3_RANDOM
ARCHITECTURE
4_YEARLY PLANNING
5_BRANDCORE STRATEGY

2. COMPO_________NENTS
MAIN ENTRANCE
INNOVATIVE ASPECTS
SPONSORIZING NETHERLANDS
AT CRICKET WORLD CUP
The Amul Butter logo, the brand marketed by Gujarat Cooperative Milk
Marketing Federation, appears on the
sleeves of saffron jerseys of players
as well as on their training kits. Amul
would also invest in some other key
areas of the RNCB and even in some
of their development programmes
beyond the World Cup.
MILK
Starting from the core idea of collaborative work, Amul company collects
milk from almost every milk producer
of India, whatever big or small they
are, and produces fresh consumables
mainly made of milk. (milk, butter,
cheese etc)
ICE CREAMS and CHOCOLATE
Ice creams are a very important product for Amul, and the brand decided
to design a dedicated logo for this
branch of the brand
in order to create an even stronger
communication based on the product
quality and on their freshness.
Chocolate and sweeties are aswell a
good and strong secondary product.
SECONDARY ENTRANCE
CHARITY
Amul reconstructed Relief Trust in
the earthquake affected Toda Village
in Mundra Taluka of Gujarat.
REALITY SHOWS
Amul also happen to be known by
consumers thanks to its sponsorship
on reality tv shows, sport competitons
and many other
PSSD SCANNER COMPONENTS
OTHER ELEMENTS
COMMUNITY
Amul (Anand Milk Union Limited)
was formed in 1946, and it is not only
a brand, is also a real city.
“Community” can be both intended
as the productive chain keypoint of
the collection of milk from farmers,
or the social and nationalist creation
of network of people around this
brand. “A taste of India” refers aswell
to the brand attitude toward forming a
community of valors and people, and
the feeling of belonging.
PSSD SCANNER COMPONENTS

3. AMUL BRIEFLY
/
/
/
/
Amul was set up in 1946 and its full form is Anand Milk- producers Union Ltd.
Managed by Gujarat Co- operative Milk Marketing Federation Ltd(GCMMF )
Amul is the biggest brand in the pouched milk sector in the world
In India it is the biggest food brand.
AMUL STRUCTURE
Members:
No. of Producer Members:
No. of Village Societies:
Total Milk handling capacity:
Milk collection (Total - 2008-09):
Milk collection (Daily Average 2008-09):
Cattle feed manufacturing Capacity:
13 district cooperative milk producers’ Union
2.79 million
13,328
11.22 million litres per day
3.05 billion litres
8.4 million litres
3500 Mts per day
AWARDS
GCMMF bags APEDA AWARD for 11th year in a row
Amul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy Summit
Ramkrishna Bajaj National Quality Award-2003
International CIO 100 Award For Resourcefulness
Rajiv Gandhi National Quality Award – 1999
SOME
TIMES
IT’S
JUST
A MAT
TER
OF
FACTS
PSSD SCANNER FACTS
PSSD SCANNER FACTS

4. PRODUCTS
MILK
Butter / Icecream
Chocolate
PSSD SCANNER PRODUCTS

5. Tradition
COM
MU
NI
CAT
ION
Innovation
PSSD SCANNER COMUNICATION
PSSD SCANNER COMUNICATION

6. SER
VIC
ES
Recepies area
on the website
Shop online
Amul tv
www.amul.com
FOR
the clients
- the community PSSD SCANNER SERVICES

7. RE
TAIL
Archi
tec
ture
PSSD SCANNER RETAIL / ARCHITECTURE

8. VALUE
map
AMUL = Priceless
(in Hindi)
Cooperation
Economical
freedom
for women
The Taste of India
Community
Mirror
of indian
society
PSSD SCANNER VALUE MAP
Charity
PSSD SCANNER VALUE MAP

9. +POSI
TIO~NING
SOCIA COMMITTMENT
EXPENSIVE
The Taste of India
GLOBAL
LOCAL
EXPLOITMENT
PSSD SCANNER POSITIONING
The Taste of India
NEED
LOVE
CHEAP
PSSD SCANNER POSITIONING

10. ETHICS
map
Fun and
Happiness
Irony and social
criticism
PSSD SCANNER ETHICS MAP
Social, Economical
and Political
Empowrerment
Human Rights
PSSD SCANNER ETHICS MAP

11. TECH
NICAL
The Taste of India
reference
OVERALL AMUL COLOURS MIX (%)
AMUL LOGO COLOURS
EXAMPLES
C13 M100 Y 98 K4
C88 M32 Y100 K23
C0 M0 Y0 K0
MATERIALS
FONTS
PRODUCTS
Times New Roman
Arial
stainless steel
glass
plastic board
flowers
vending stand
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Font specifically realized for Amul
based on gothic “Old England“ style
ARCHITECTURE
PSSD SCANNER TECNICAL REFERENCE
PSSD SCANNER TECNICAL REFERENCE

12. TECH
NICAL
The Taste of India
reference
OVERALL AMUL COLOURS MIX (%)
AMUL LOGO COLOURS
EXAMPLES
C13 M100 Y 98 K4
C88 M32 Y100 K23
C0 M0 Y0 K0
MATERIALS
FONTS
PRODUCTS
Times New Roman
Arial
stainless steel
glass
plastic board
flowers
vending stand
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
0123456789
Font specifically realized for Amul
based on gothic “Old England“ style
ARCHITECTURE
PSSD SCANNER TECNICAL REFERENCE
PSSD SCANNER TECNICAL REFERENCE

13. MIRROR
OF INDIAN
STUDY OF INDIAN FLAG COLOURS MIX (%)
society
AMUL LOGO COLOURS
OVERALL AMUL COLOURS MIX (%)
DEDUCTIONS
“The taste of India” is what Amul claims to be, even trying to mirroring the main colours
and percentage distribution of the Indian Flag design.
Under the packaging perspective a wide use of white colour and the light blue for the huge
amount of milk packs is understandable: it is directly linked to the material bonds and the
presentation requirements of a fresh and trustable product. The two warm colours - yellow
and light orange, are meant to rapresent the Dawn and the events of life cycle.
PSSD SCANNER EXTRA STUDIES
PSSD SCANNER EXTRA STUDIES