What is AMUL?
AMUL means “priceless” in Sanskrit. The brand
name “Amul”, from the Sanskrit “Amoolya”, was
suggested by a quality control expert in Anand
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. Verghese Kurien former chairman of GCMMF is the man behind the
success of Amul.
WHAT IS RURAL MARKETING ?
Rural marketing is used to be an umbrella term for the people
who are dealt with rural people in one way or other. It got
separate meaning and importance after economic revaluation in
India after 1991.
Rural marketing involve delivering manufactured or
processed inputs or services to rural producers or consumers.
Rural Marketing is defined as any marketing activity in which
the one dominant participant is from a rural area. This implies
that rural marketing consists of marketing of inputs (products or
services) to the rural as well as marketing of outputs from the
rural markets to other geographical areas.
Some examples of RURAL MARKETING
“YAARA DA TASHAN …” ads with
Aamir Khan created universal
appeal for Coca Cola . Coca Cola
India tapped the rural market in a
big way when it introduced bottles
priced at Rs. 5/- amd backed it
with the Aamir Khan ads.
Of two million BSNL mobile
connections, 50% are in small
towns / villages.
Mahindra & Mahindra sells most
of its SUVs in the rural market.
Market share of AMUL Products
USP – Quality with Affordability
USP of Amul is its “TASTE”
AMUL moves towards Rural Market
as stated by M.K. Gandhi “ India lives in villages “
70% of population in India lives in rural area. Also
known as “bottom of the pyramid”.
It created an opportunity for companies like Amul .
Amul derives 70% of sales from rural area.
Three tier “AMUL Model”
Establishment of a direct linkage
between milk producers and
consumers by eliminating middlemen
Milk Producers (farmers) control
procurement, processing and
Strategies to support rural farmers
Amul initiated in developing rural retailers by :
insurance against natural calamities
establish telecenters and technology in villages in India
to purchase all milk produced from member farmer.
provide best price to the member farmer for the milk