A BRIEF HISTORY
Formed in1946 ,is dairy co-operative movement in India.
A brand name managed by Gujarat Co-operative Milk Marketing
Jointly owned by 2.6 million milk producer in Gujarat.
Spurred the white revolution of India, which has made India the largest producer of
milk and milk product in the world.
Overseas market Mauritius, UAE, USA, Bangladesh, Australia.
Dr. Varghese Kurien former chairman of GCMMF is the man behind the success of
AMUL means “priceless” in Sanskrit. The
brand name “Amul”, from the Sanskrit
“Amoolya”, was suggested by a quality
control expert in Anand.
WHAT IS AMUL ?
STUDY OF AMUL PRODUCTS.
USP – Quality with Affordability
USP of Amul is its “TASTE”
Gujarat Co-operative Milk Marketing Federation (GCMMF), owners of
Amul brand of milk and dairy products, posted sales of Rs 11,670 crore
for the year ended March 2012, almost 55% more than Nestle India’s Rs
Amul owns 85 percent share in butter market and 75 percent in cheese
share market. It may be mentioned here that Amul is the market leader
in Rs 600 crore cheese market in India with 65-66% share. It also
has 88% market share in butter, 63% share in infant milk and 45%
market share in dairy whitener. Amul also enjoys a 26% share in the
25,000-crore packaged milk market.
With expected growth rate of 20 percent, 12% growth rate can be
attributed to price rise and another 8 percent to rise in demand for dairy
KEY PLAYERS OF AMUL
RS Sodhi, the new managing director of Gujarat Co-operative Milk
Marketing Federation, wants to convert Amul into a strong food brand
by pushing categories such as ice-cream, beverages, paneer, dahi and
The 52-year-old alumni of the first batch of the Institute of Rural
Management-Anand, who took over as the MD earlier this month, wants
the co-operative to increase its turnover three-fold to 30,000 crore by
But, in an interview with Shramana Ganguly Mehta, he agreed that it is
tough to compete with two dozen dairy product brands in every market.
Verghese Kurien (26 November 1921 – 9 September 2012) was a renowned
Indian social entrepreneur and is best known as the "Father of the White
Revolution",for his 'billion-litre idea’.
Dairy farming became India’s largest self-sustaining industry.He made the
country self-sufficient in edible oils too later on,taking head-on the powerful
and entrenched oil supplying lobby.
He founded around 30 institutions of excellence (like
AMUL, GCMMF, IRMA, NDDB) which are owned, managed by farmers and
run by professionals
The Tagline / Slogan: “The taste of India”
The Jingle: Utterly, butterly, delicious…..Amul
Brand Name: “Amul” is the acronym of
Anand Milk Union Limited.
The Character / Mascot:
The Amul moppet has been the mascot of Amul since 1967, sporting a young girl
in red polka dot frock with 'utterly butterly delicious’ jingle.
In 1966, Amul hired Sylvester daCunha, then managing director of the
advertising agency AS to design an ad campaign for Amul Butter.
DaCunha designed an ad campaign as series of hoardings with topical
ads, relating to day-to-day issues.
The campaign was popular and earned a Guinness world record for the longest
running ad campaign in the world.
In the 1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar
had been involved with sketching the Amul ads; the latter rejected the trend of
using celebrities in advertisement campaigns.
Dabholkar credited chairman Verghese Kurien with creating a free atmosphere
that fostered the development of the ads.
Despite encountering political pressure on several occasions, DaCunha's agency
has made it a policy of not backing down.
Some of the more controversial Amul ads include one commenting on Naxalite
uprising in West Bengal, on the Indian Airlines employees strike, and the one
depicting the Amul butter girl wearing a Gandhi cap
Amul hired Draft FCB+Ulka for the brands of Amul
milk, chocolates, paneer, ghee, ice-cream.
AMUL – INTEGRATED MARKETING
Communication Strategies: Amul mainly uses indirect action advertising to
create a long term relationship with the consumer & never adopted aggressive
Mainly two type of communication strategy was adopted by Amul.
Media Platform: Amul has used following medial platform for creating a high brand
Broadcast Media: Television
Non Broadcast Media: Cinema-
Print Media: Newspapers, General interest Magazines
Internet or Social Media: Independent websites, Portals, CSR activities.
Outdoor Media: Hoarding / Billboards
OTHER PROMOTIONAL STRATEGIES
Amul FOOD Maha Challenge.
Amul STAR Voice of India.
Amul Master Chef India.
Amul Maharani Bano Contest.
Amul CHOTE Ustaad.
Amul Music Ka Maha Muqabala.
Cafe Amul is a Casual
DiningRestaurant in a
pleasant ambience which
offers scrumptious delicacies
in pizzas, burgers ,
sandwiches, sundaes etc.
Functional – Quality, Variety of products, Range of Products.
Emotional – It attracts people Emotionally with launching various
products like Energy Drinks, Sugar free Products for health conscious
Economical – The Price of Amul Products is Equivalent to its quality. The
fresh products which Amul deliver in reasonable prices is one of the
Economical Propositions of Amul.
REASON FOR SUCCESS
Low Cost Strategy
Diverse product mix
Amul Butter, Ghee, Milk Powder, Cheese,
Chocolate, Shrikhand, Ice
Milk, Nutramul And Amulya
Strong Distribution network
Technologhy And E-
GCMMF that owns Amul , Asia’s largest milk brand realized that with
the changing lifestyle & increased awareness about health issues.
To utilize the potential of flavoured milk, butter milk & other milk
based beverages that have an age old tradition in India. By identifying
the targeted teenagers & youth , who were biggest consumers of colas &
The New variants of the brand were advertised through major national
channels with special focus on youth oriented TV channels like MTV &
Cartoon Network .
By identifying the trend & introducing variants , Amul has been
emerged as the fastest growing brand in non-carbonated soft drinks
Amul must try to understand the cause of certain products like Amul
Basundi, Gulab Jamoon, and chocolates etc not being very popular.
Amul need to take up thorough market research and work on improving
Amul can venture out on new products like dairy based sweets, baby
Amul can also penetrate even better in the rural areas by advertising
actively through the media viz. cable channels and newspapers.
Sponsoring more shows on TV, sports events can be of great help.