Dr. Verghese Kurien founded AMUL in 1946 to stop the exploitation of farmers by middlemen in the milk industry. AMUL is now the largest food brand in India and the world's biggest vegetarian cheese brand. It is managed by GCMMF, which is an apex cooperative organization. Dr. Kurien was inspired by the Indian independence movement to empower farmers. Under his leadership, AMUL helped spur India's white revolution and increase rural incomes.

2. Dr.VergheseKurien
(1921-2012)
General Manager and later
chairman, AMUL,Chairman –
NDDB (National Dairy
Development Board) and IRMA
(Institute of Rural Management,
Anand, Bombay province (later
Bombay state and now in Gujarat,
India))

3. -Itallbeganwhenmilk
becamesymbolofprotest.
-Foundedin1946tostop
theexploitation by
middlemen.
-Inspiredbythefreedom
movement.
The Birth of AMUL

4. AMULmeans priceless in Sanskrit “Amoolya”
Brand name managed by an apex cooperation
organization–GCMMF
World’s biggest vegetariancheese brand
World’s largestpouched milk brand
Largestfood brand in India
Spurred the white revolution in India
Accreditationwith 9001 and HACCPcertification by QAS,
Australia.
Type Cooperative
Industry Dairy
Products 101
Revenue 38,550 crores INR

5. GCMMF

6. The Brand Building

7. Brand Hierarchy

8. TheLogo-
TheSlogan-“Thetasteof India”
TheJingle-Utterly, butterly,
delicious … Amul
TheURL-www.amul.com

9. Amul tries toviewcommon
situationswithadifferent
perspective, a humorousoutlook
onall thecontroversiesand issues
of acommon man‘s life – and as
such, itconnects to the
public through its mascot – The
Amul UtterlyButterlyGirl.
The Big Idea of Amul

10. Communication
Strategy
Outdoor Media: Hoardings/Billboards

11. Communication
Strategy
Print Media : Newspapers, General Interest Magazines

12. Communication
Stretagey
Broadcast Media: Television

13. Communication
Strategy
Internet : Independent websites, Portals

18. Ratings

19. Ratings

20. MarketShare

26. CurrentCourse
ofAction
 •Milk via milk train
 •Tie up with Adani Logistics
 •50 wagon each capacity 24k liter
 •Initial transport cost was 45 crores ,reduce it
to almost 36 crores by use of efficient logistics
techniques

27. Expansion Plan
 Tie up with the Wal-Mart and, It has promised to
keep Amul brand on their shelves in US
 Export is in 41 countries, now planning to export to
Japan
 Plan to open 10000 Amul parlor

28. Accept the Fault
 •Consider on the supply of product in the peak season.
 •250 ml milk pouch should make available to retailers for selling,
because lower income family has intention to buy small pouch
milk.
 •Incentives & schemes should be given to the retailers.
 •Provide reasonable Margin to retailers as compared to
competitors, this motivates them to promote company’s milk and
milk products

29. By Sugam Malik
4914