Amul is a dairy cooperative brand owned by farmers in Gujarat, India. It is the largest food brand in India with a 15% market share in the milk industry. Amul was formed in 1946 to help poor farmers get fair prices by cutting out middlemen. It collects milk from 2.79 million farmers daily and converts it into packaged products. Amul pioneered advertising campaigns featuring its iconic mascot, the Amul girl, to promote quality, value, and service. Through innovative marketing strategies including billboards, product diversification, and online presence, Amul has grown to become the top dairy brand in India.

1. AMULS STORY OF ADVERTISING

2. PRESENTED BY,
MIDHUN ANAND
SB COLLEGE,KERALA

3. LARGEST FOOD BRAND AND BUSINESS IN
INDIA

4.  Formed in 1946, is a dairy cooperative movement in India.
 A brand name managed by Gujarat Co-operative Milk
Marketing Federation(GCMMF)
 Jointly owned by 2.79 million milk producers in Gujarat
 Spurred the White Revolution of India, which has made India
the largest producer of milk and milk products in the world.
INTRODUCTION

5.  Dr Varghese Kurien, former chairman of the GCMMF -the man behind the
success of Amul.
 Has a 15% market share in the Rs 15,000 crore milk category, and a 37%
share in the Rs 900 crore organized ice-cream segment.
 Helps poor farmers to get best returns by eliminating middleman.
INTRODUCTION

6. BUSINESS MODEL
 Amul positioned as daily essential product
 Highest hygienic standards ,offer product at fair & acceptable price.
 Every day Amul collects 8.4 million liters of milk from 2.79 million farmers
(many illiterate), converts the milk into branded, packaged products, and
delivers goods to over 500,000 retail outlets across the country.

7. THE AMUL MODEL…

8. AMUL:BRAND BUILDING…
 First and foremost is quality
 Second, for the long term relationship the brand must give value for
money.
 The third element of building relationship is availability.
 Fourth and most important part is service, any brand to build its image.

9. BRAND NAME COMMUNICATION
 Acronym of ANAND MILK UNION LIMITED, Amul is also derived from
Sanskrit word “Amulya” which means Invaluable.
 In 1966,Amul Hired Sylvester daCunha, to create new ad campaign for
amul butter.
 daCunha designed an ad campaign as series of hoardings with
topical ads ,relating to day to day issues

10. ABOUT AMUL MASCOT…..
 A cute and chubby girl usually dressed in a polka dot dress.
 And the tagline, ‘Utterly Butterly Delicious Amul’ is just as catchy.
 The Amul girl was the brainchild of Sylvester daCunha,
 The ads were designed as a series of hoardings with designs relating to
day-to-day issues.
 The beauty of these ads is that instead of using a celebrity, a character
was created from scratch and associations built around it.

11. AMULS PHILOSOPHY……
To be fresh
,simple &
innovative
Clean
emotion
based ads
No use of hi-
tech special
effects

12. AMUL GROWTH
Sales Turnover Of 1505 million US dollar in 2008-2009
1994-
95
1995-
96
1996-
97
1997-
98
1998-
99
1999-
00
2000-
01
2001-
02
2002-
03
2003-
04
2004-
05
2005-
06
2006-
07
2007-
08
2008-
09
Sales US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504
0
200
400
600
800
1000
1200
1400
1600
Sales US $ (in million)
Sales US $ (in million)

13. SERIES OF ADVERTISEMENTS…

15.  Wide range of product categories caters to
consumers across all market segments.
For example, Amul Kool is targeted at
children, while teenagers prefer Kool Café,
as it has a cool imagery associated with it.
Segmentation

16.  Changing retail environment
 Striking out on its own, with Amul Outlets or
parlours to deliver consumers total brand
experience
 Launched in 2002, there are now over 4700
Amul parlours across the country, which
contributed 3% to the brand’s total turnover in
year 2009.
Targeting

17.  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.
 The focus shifted to cheese in 2001, Amul Masti
Chaas in 2004-05 (sales of Masti dahi grew by
25%), Nutramul and Kool Kafe in 2006 and this
year the focus is on Amul Koko — cold
chocolate drink
Promotion

18. MARKETING COMMUNICATION CHANNELS..

19.  Uses a variety of media to communicate
 Most famous is billboard campaign
 The endearing polka dressed girl and pun at
various issues increased brand’s fan following.

20. UMBRELLA BRANDING….
 Amul is the common brand name for most of the common products
across categories.
 For example Amul Girl has been used to advertise Amul Ghee and milk.
 The corporate advertising campaign – The Taste of India caters to
people belonging to all works of life and cultures.
 It revolves around one day old child who needs milk as much to a dead
man who needs Ghee.
 Umbrella Branding depends on having consistent and clear brand
identity across the variants.

21. SALES PROMOTION
 Amul food festival, which has been held for the last
four year between October and December in about
50,000 retail outlets.
 The Chef Of India contest invites people to come
up with recipes using as many Amul products as
possible. The recipe can be submitted on Amul’s
website.
 Slogan Likho Disneyland Dekho Contest.

22. PUBLIC RELATIONS
 Amul yatra,distributors and their salesman are
taken on to visit they are shown dairy plants , their
upkeep international standards and hygiene quality
practice adopted for clean milk production.
 Amul‟s Tree plantation initiative : Amul relief trust.
 Amul Vidya Award, Amul‟s vision is to see
educated talented students contributed to the
nation.
 Amul took the initiative as Amul vidyashree and
vidyabhushan award instituted to recognize the
brilliance of students across India.

23. DIRECT MARKETING
 Amul has recently entered in to direct retailing
through Amul “Utterly Delicious” parlours in major
cities like Ahmedabad , Bangalore, Baroda, Delhi,
Mumbai, Hyderabad, Surat.
 “Amul Utterly Delicious” parlours are in excellent
business opportunity for investors, shopekeepers
and organizations.
 In order to come closer to the customer, they
decided to create model for retail outlets, which
would be known as “Amul preferred outlets” (APO).

24. CONSUMER ADVERTISING
 It is primarily directed at consumers.
 These are directed to potential buyers of consumer
products through mass media.
 As the number of buyer consumer items are widely
dispersed, consumer advertising used as marketing
tool.
 Amul had as its target was the middle class of
Indian sector, but the point to be highlighted here is
that they relied more upon emphasizing their brand
rather than single product.

25. OUTDOOR ADVERTISING THROUGH MASCOTS
 famous moppet in polka dotted frock and half pony
tied up. The slogan has influenced so much so that
it connects to the common man.
 As a result,sales figures just jumped up because
the girl put a spell on the masses.
 highlights the clever use of topical advertising by
GCMMF using humor , to generate high brand
recall.
 It lies in simple message and creativity that has lots
of fun and humor.

26. ONLINE MARKETING
 GCMMF is the first Indian Corporate on the web
since 1996 and put up Amul Cyberstore as e-
coomerce activity in India.
 GCMMF has launched amulgreetings.com and
amulkids.com to extend the brand identity to kids
and teenagers.
 virtual production facility in second life by setting up
its virtual parlor.

27.  BRITTANIA
 NESTLE
 HLL
 CADBOURY
 MOTHER DAIRY
:

28.  Amul has risen from Indian soil and it remains
Indian in every sense.
 There is ample scope in the low priced
segment as also in other categories.
 There are a significant number of retailers who
are currently stocking more than two brands.
 Amul has the opportunity to capture the more
evolved young adults and children who are
open to new products provided they meet their
expectations.
CONCLUSION

29. THANKYOU…