Amul presentation with case study.

1. PREPARED BY :-
PUSHPANJALI SONAVANE
SHUBHAM MOON
VISHAL SINHA
MOHIT CHOPDE
KSHITIJ GIRAMKAR
Guided By:
Dr. Manoj Gadre

2. INTRODUCTION
HISTORY:-
Amul is an Indian co-operative based industry located at Anand district of Gujarat.
Amul the co-operative came into existence in 1st December, 1946.
“Amul” what does name suggests ?
The name Amul means “ AMULYA” derived from Sanskrit language which means priceless.
Amul is basically established before more than 65 years in Anand district of Gujarat.
The first co-operative began in kaira district with just daily production of 250 litres milk.
Dr. Verghese Kurien was the founder and chairman of GCMMF for more than 30 years (1973-
2006) was also known as the father of White Revolution .
Dr. Verghese Kurien was the founder and chairman of GCMMF for more than 30 years (1973-
2006) was also known as the father of White Revolution .

5. Marketing Mix
1)Product:-
• Strong establish brand in terms of dairy product.
• Amul ice creams has lot of variants.
• Easily available in different flavours.
2) Price:-
• Adopted penetration pricing policy.
• After that competitive pricing strategy.
• Offers periodic discounts and offers to attracts customer intrest.

6. 3) Place :-
• Available in most of the city and town.
• It include major cities like Mumbai, Delhi, Ahmedabad, Pune,
• Head office of Amul Ice cream is establish at Anand in Gujarat.
• Amul Ice Cream is manufactured at HACCP and ISO certified sate of the art factories with absolute high quality stadered so
the food safty can be ensured.
4) Promotion:-
Most of the promotions of AMUL ice crem goes thoug the following:
• T.V ads (commercials on t.v.)
• Internet (ads on websites like youtube,etc)
• Newspapers
• Movies ( consumption of Amul Ice creams shown in the movies)
Other promotional activities:
“ Hamara apna deep freezer scheme” – this scheme was brought by Amul to stimulate the brand among the retailers
by providing then discount up to 50% on the purchase of deep freezer.

7. Case Study
Of
Amul Ice Cream
Amul vs. Kwality Walls-Ice
Cream Ad War

8. Introduction Of The Case:
The case “Amul vs. Kwality Walls – Ice Cream Ad War” talks about the repercussions of the
controversial TVC and print media ads put up by Gujarat Cooperative Milk Marketing Federation
(GCMMF), makers of Amul ice cream. The ads prompted Hindustan Unilever Ltd (HUL), makers
of ‘Kwality Walls’ frozen dessert and ice creams, along with Vadilal Industries Ltd. and Vadilal
Diary International Ltd. to file a case in the Bombay High Court against Amul for product
disparagement. HUL and its co-petitioners later won the case, thus preventing the controversial ads
from being aired.
The case starts off with a description of the controversial ads, which mainly talked about ice creams
being a healthier option than frozen desserts. The case also delves into the reasons that prompted
Amul to air the ads and the benefits it intended to gain from it. The case then highlights how the ad
war was in reality a disguise for an ongoing brand war between HUL and Amul for market share in
the ice cream market.

9. PROBLEM STATEMENT:
• AMUL’S CONTROVERSIAL AD – TELEVISION AND PRINT MEDIA
• HUL’S RESPONSE
• REALITY – BRAND WARS
• Effect on Brand Image of Amul

10. SOLUTION
Both Amul and HUL presented several arguments in the Bombay High Court. The petitioners pointed
out that there was a deliberate misrepresentation of vegetable oil (Vanaspati Tel) as hydrogenated
vegetable oils (Vanaspati) in Amul’s ads. They thought that the misrepresentation had been done to
benefit Amul’s products. Speaking on the issue, Kiran Khalap, Co-Founder and Managing Director,
Chlorophyll Brand and Communications Consultancy , said, “To me, it’s not ‘frozen desserts’ that
spells the difference, but the negative associations with vanaspati oil. I would presume (the case) will
help Amul positively.”

11. PRESENT STATUS OF AMUL ICE CREAM
• In a short span of 6 years Amul Ice Cream has become the No.1 ice cream brand in the country. It is now the
only national brand and all other ice cream brands are regional.
• Amul Ice Cream has achieved 38% share against 9% market share of HUL making it 4 times larger than its
closest competitor.

12. CONCLUSION
It is well recognized that markets that are fragmented or producers that are too small to build competitive
infrastructures or those who are unable to manage technological changes in their operational processes would benefit
the most through a co-operative organization. Consequently a large number of co-operatives have taken roots among
producer of food. However, there are interesting co-operative formation in India and China that are starting to emerge
amongst small producers in auto-components, among small scale dyeing communities and the power-loom operators
in the textile industry. In these cases, the producers are coming together to develop a common brand.

13. THANK YOU