BRAND BUILDING PPT AMUL BRAND

2.  The largest food brand in India and world's Largest
Pouched Milk Brand ‘Amul’ is a brand name managed by
Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF).
 This name has its origin in the Sanskrit word "Amoolya,"
(meaning Priceless) and was actually suggested by an
employee of Gujarat Co-operative Milk Marketing
Federation Ltd. (GCMMF)

3.  The Gujarat Cooperative Milk Marketing Federation
Ltd, Anand (GCMMF) is the largest food products
marketing organisation of India and is the apex
organization of the Dairy Cooperatives of Gujarat.
 With a turnover of INR 67.11 billion GCMMF has created
an economic network that links millions of consumers in
India and abroad.

4.  2.8 million village milk producers,
 A cooperative system that includes 13,141 Village Dairy
Cooperative Societies (VDCS) at the village level,
 Further affiliated to 13 District Cooperative Milk
Producers’ Unions at the District level and GCMMF at the
State level.

5.  Condition of dairy farmers
 Plea of dairy farmers and role of Sardar Vallabh Bhai
Patel
 Formation of first District Co-operative ‘Kaira’
 Formation of ‘GCMMF’

6.  There was exploitation of marginal milk producers by
traders or agents of existing dairies in the small town
named Anand (in Kaira District of Gujarat) and Polson
Dairy .
 Other problems faced by dairy farmers in Gujrat.

7.  Unfair trade practices and minimal returns angered dairy
farmers.
 So under the leadership of Tribhuvandas Patel dairy
farmers approached Sardar Vallabh Bhai Patel for a
solution.

8.  Thus the first District Cooperative was established to
collect and process milk in the District of Kaira in 1946.
 Milk collection was also decentralized and village level
cooperatives were established to organize the marginal
milk producers in each of these villages.
 The brand Amul was formally registered on December
14th1946

9.  Later on with the help of Dr. Verghese Kurien and Shri H
M Dalaya this revolution spread to most of the districts in
Gujrat.
 Thus GCMMF came into being in the year 1973.
 Initially, the brand name Amul was with Kaira district
dairy cooperative, but later they decided to give it to
GCMMF

10.  The father of the White Revolution, Dr. Verghese Kurien
and the World Food Prize & the Magsaysay Award winner,
is responsible for the grand success of brand ‘Amul’.

13. In a recent survey,
 GCMMF ranked amongst the top ten FMCG firms in the
country
 AMUL rated the second most recognized brand in India
amongst all Indian and MNC offerings

14. What makes AMUL
successful ???

15.  Objective :
◦ Deliver profitable and equitable returns to a large
number of farmers for a long period of time
 Additional objective
◦ Develop the supplier over the long term through social
change.

16. Raw milk
Condensed
->Ghee, butter, cream
Packaged Milk
->Ice cream and
beverages
Dried Milk
->Skimmed milk
powder
Pasteurization
Amul’s Supply chain is one of the most complicated
in the world

17. 1.
• High collection rate of milk
2.
•Required increasing membership with more village societies
3.
•Better Cattle management- Better milk yield
4.
•Ensure cost to farmers and high quality to customer at low prices

18.  Consumers- Limited Purchasing power
 Modest consumption levels of milk
 Low –cost price strategy
 Products affordable & attractive

19.  Dry and cold warehouses to buffer inventory
 Transactions on an advance demand draft basis
 Just-in-time inventory strategy improves dealers' return
on investment (ROI)
 All branches -dedicated vehicle operations.

20.  Common brand for most product categories produced by
various unions: liquid milk, milk powders, butter, ghee,
cheese, cocoa products, sweets, ice-cream and condensed
milk
 Avoided inter-union conflicts
 Opportunity for the union members to cooperate in
developing products.

21.  Unions' core activity -milk processing and the production
of dairy products.
 Marketing efforts , brand development - By GCMMF
 Logistics of milk collection, distribution of dairy products,
sale of products through dealers and retail stores,
provision of animal feed, and veterinary services –By
Third Parties

22.  Large number of organisations and entities in the supply chain
 GCMMF and the unions play a major role in achieving control
 Interlocking control - The board is drawn from the heads of all
the unions, and the boards of the unions comprise of farmers
elected through village societies
 The federation handles the distribution of end products and
coordination with retailers and the dealers.

23.  Small group activities or quality circles at the federation
 TQM program at the unions
 Improvement programs across to a large number of
members and the implementation rate is consistently high
 For example, every Friday, Meeting without fail, between
10.00 a.m. and 11.00 a.m – to discuss quality concerns
 Village societies becoming individual improvement centres

24. 1)Quality
• No brand can survive long if it’s quality is not equal or
exceed customer expectations.
• Incase of food product hygienic, taste, bacteriological &
organoleptic standard –main essence.
2)Value for money
• Customers get more than what they pay.
• Keep price fair & do best to ensure that retailers don’t
gain at the expense of customer.

25. 3)Availability
 Brand available when and where customers want.
 Amul has nation’s finest distribution network.
4)Service
 Committed to total quality.

26. “Perspective of the product mix of a company”

27. Bread spreads
 Amul Butter
 Amul Lite Low Fat Bread spread
 Amul Cooking Butter
 Delicious Margarine
Pure Ghee Sweets
 Amul Shrikhand & Amrakhand
 Amul Mithaee Khoya Gulabjamaun
 Amul Basundi
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28. Milk Powders
 Amul Full Cream Milk Powder
 Amulya Dairy Whitener
 Sagar Skimmed Milk Powder
 Sagar Tea and Coffee Whitener
Sweetened Condensed Milk
 Amul Mithaimate
Fresh Milk
 Amul Taaza Toned Milk 3% fat
 Amul Gold Full Cream Milk 6% fat
 Amul Shakti Standardised Milk 4.5% fat
 Amul Slim & Trim Double Toned Milk 1.5% fat
 Amul Saathi Skimmed Milk 0% fat
 Amul Cow Milk
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29. Curd Products
 Yogi Sweetened Flavoured Dahi (Dessert)
 Amul Masti Dahi (fresh curd)
 Amul Lite Dahi
 Amul Prolife probiotic Dahi
 Amul Masti Spiced Butter Milk
 Amul Lassee
Chocolate & Confectionery
 Amul Fruit & Nut Chocolate
 Amul Bindazz
 Amul Rejoice
 Amul kesar

30. Amul Ice creams
 Vanilla Royale
 Royal Treat Range (Butterscotch, Rajbhog,
Malai Kulfi)
 Nut-o-Mania Range (Kaju Draksh, Kesar Pista
Royale, Fruit Bonanza, Roasted Almond)
 Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi
Anjir, Fresh Strawberry, Black Currant, Santra
Mantra, Fresh Pineapple)
 Sundae Range (Mango, Black Currant, Sundae
Magic, Double Sundae)
 Assorted Treat (Chocobar, Dollies, Frostik, Ice
Candies, Tricone, Chococrunch, Megabite, Cassatta)
 Utterly Delicious (Vanila, Strawberry, Chocolate,
Chocochips, Cake Magic)

31. Milk Drink
 Amul Kool Flavoured Milk (Mango, Strawberry,
Saffron, Cardamom, Rose, Chocolate, Butterscotch)
 Amul Kool Cafe
 Amul Kool Koko
Health Beverage
 Amul Shakti White Milk Food

32.  India’s First Pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics
 Low Priced Amul Ice Creams made Kwality Walls life
difficult.
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33. Aug 25 2007
 Amul launches Chocolate milk under
brand name of ‘Amul Kool Koko’.
 This is targeted at teenagers and
youths.
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34.  Nov 11, 2007
 Amul in Multinational Arena With Snack
Launch: “Munch Time”.
 Flavors: Masala , Mint and Tomato
 New Product Activity.
 Nov 26, 2007
 Amul Launches “Fresh Paneer” (Free From Any Harmful
Chemicals)
 Flank Attack—Expanding its Cheese Segment.
 Current market share 65%.
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35. Cheese Spreads
 Specific Vs General
 “Amul Processed Cheese Vs Cheese Spread”
USP:
 Cheese spread is highly accepted spread for regular use.
Milk Drinks
 “Nutramul Energy Drink Vs Amul Kool”
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36.  Changing retail environment
 Striking out on its own, with Amul Outlets or parlors to
deliver consumers total brand experience
 Launched in 2002, there are now 400 Amul parlors across
the country, which contributed 3% to the brand’s total
turnover last year.
High profile locations: Amul parlors are today present on
campuses of Infosys, Wipro, IIM-A, IIT-B, Temples, Metro
rail and railway stations in Gujarat.

37. The First Advertising
Strategy1966 sees the creation of the Amul girl by Sylvester daCunha
of the ASPAdvertising agency as a rival to the Polson .
In 1967 the first hoarding was put up in Mumbai with the Amul girl.
The tag line of “Utterly Butterly Delicious” came out in October of 1967.
The first Topical ad came out in 1969 at the beginning of the Hare Rama
Hare Krishna movement.
One of the most conservative FMCG entities — GCMMF — spends a
mere 1% of its turnover on promotions.
Amul butter girl is one of the longest run ad campaigns in the country for
43 years.
Entered in the Guinness Book Of World Records for being the longest running
campaign ever.

38. Amul Cyber Store
Amul in Social Networking
Amul Indulges in Second Life marketing – Advergaming
Amul Parlors

42.  Amul envisages that the dairy cooperatives of Gujarat will
have a group turnover of Rs. 27000 crores by the year 2020.
This will be a three-fold increase over its current group turnover of approx.
Rs. 9600 crores. Milk production in milk shed area will increase to 231 lakh
kg per day (23.1 million kg per day), at an annual growth rate of 4%.
 Amul will create fresh avenues for growth by tapping the rising demand for
new value-added products. Special emphasis will be given to strengthening
their presence in the large market for liquid milk, in metropolitan cities.
 Plan to double to processing capacity of dairy plants to 20.7 million kg per
day, by 2020. This would include multi-fold capacity expansion for major
product categories including milk powders, Ice-cream, paneer, cheese, ethnic
sweets, curd, ghee and other dairy products.

43. Strength
•Demand profile
•Flexibility of product mix
•Technical manpower
•Trust enjoyed by its products
•Strong cooperative organization
•Introduced TQM
Weakness
•Logistics of procurement
•Competition
•Short self life of its products
•Completely dependent on
villages for its raw material
•Salaries offered is less
compared to competitors
Opportunities
•Value addition
•Export potential
•Used internet to sell its products
•Introduced hybrid products in the
market
•Exploring foreign markets
Threat
•Milk vendors, the un-organized
sector
•Strong competition from
MNCs
• Competition from private
dairies and local milk suppliers
• The yield of Indian cattle still
much lower than other dairy
countries

44. Thank you