2. •Formed in1946,is dairy co-operative movement in India.
•A brand name managed by Gujarat Co-operative Milk Marketing
Federation(GCMMF)
•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 etc.,
•Dr. Varghese Kurien former chairman of GCMMF
is the man behind the success of Amul.
3. Brand
Element
Name
URL
Logo
Character/
Mascot
Jingle
Tagline/
Slogan
1. Brand Name: “Amul” is the acronym of Anand Milk Union Limited.
2. The Logo:
3. The Tagline / Slogan: “The taste of India”
4. The Jingle: Utterly, butterly, delicious…..Amul.
5. 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.
6. The URL: www.amul.com
4. Amul products have been in use in millions of homes since 1946.Amul Butter, Amul Milk
Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul
Ice cream, Nutramul, Amul Milk and Amoolya have made Amul a leading food brand in
India.
Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices.
Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of
the marketing savvy of a farmers' organization. And of a proven model for dairy
development. It is a brand name managed by an apex cooperative organization, Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some
2.6 million milk producers in Gujarat, India.
8. •Margarine
Amul butter
•Amul lite
•Delicious
table.
•Amul kool
milkshake
•Nutramul
energy drink
•Amul kool
flavoured
bottled milk
•Amul Masti
spiced
buttermilk
•Amul kool
thandai.
•Amul spray
infant milk
food
•Amul instant
full cream
powder
•Sagar
skimmed milk
powder
•Sagar tea,
coffee whitener
•Amul dairy
whitener
•Amul fresh milk
•Amul gold milk
•Taza double toned
milk
•Amul lite slim and
trim milk
•Amul fresh cream
•Amul shakti
toned milk
•Amul
calciplus
9.
10. Product analysis:
Product specification:- Meets “AGMARK”
standards and BIS specification .no IS.
13690.1992.
Product personality:- It is a “UNISEX”
product.
USP(unique selling point):- USP of Amul is
its “TASTE”. Amul butter is made
from fresh cream by modern continuous
butter making machines.(purely
vegetarian)
Price :Cost of
milk,Labourcost,Processingcost,Transpo
rtation cost, Taxes etc.
Place strategy:Amul is a
verystrong marketing channel.
The GCMMF has a network of more than
3500 distributers and more than 5 lakh
retail outlets.More than 2.8 million
farmers of 12 districts are operational.
Promotion:
•Given this wide product portfolio, Amul’s
approach is to promote its brands in a
rotational cycle of two to three years. After
ice-creams were launched in 1996, the
category was
re-visited in 1999, in order to improve
availability of the
product and make it affordable
11. Farmers
Village
Cooperative
Societies (with
Chilling Units)
Village
Cooperative
Societies
(without Chilling
Units)
Local
Restaurants/Other
Milk related
businesses
Milk Sold to
Village &
Local Residents
Milk Processing
Union &
Warehouses
GCMMFS
Warehouses
Wholesalers/C&S
Retailers Home Delivery
Contractors
CONSUMERS
Network
Services
* Veterinary
Services
* Animal
Husbandry
* Animal
Feed Factory
* Milk Can
Producers
* Agriculture
University
* Rural Mgmt
Institute
* Trucking
Facilities
Chilling Plants
CONSUMERS
16. Brand Perception
It is one of the most trusted brand of India in dairy products
With its taste, quality and value oriented services.
Brand Promise
The product promise to give the best quality food at
reasonable price.
Brand Identity
Amul has maintained its identity with its MASCOT and also
with its tagline “Amul the taste of INDIA”
