SARDAR PATEL COLLEGE OF COMMUNICATION AND MANAGEMENT
K A S T U R B A G A N A D H I M A R G , N E W D E L H I
AMUL- COMMUNICATION STRATEGY
A PROJECT REPORT
RAHUL .R. PILLAI
in partial fulfillment for the award of the degree
SARDAR PATEL COLLEGE OF COMMUNICATION AND
MANAGEMENT, K.G MARG NEWDELHI
GURU JAMBESHWAR UNIVERSITY, HISSAR
Certified that this project report “COMMUNICATION STRATEGY of AMUL”
is the bonafide work of “RAHUL .R.PILLAI” who carried out the project work
under my guidance & supervision.
Prof. Suresh Gaur
I have taken efforts in this project. However, it would not have been possible without the kind
support and help of my internal faculty and guide Mr. Suresh Gaur. I would like to extend my
sincere thanks to Mr. Gaur for suggesting the topic for the project.
I am highly indebted to Sardar Patel College of Communication & Management for their
guidance and constant supervision as well as for providing necessary information regarding the
project & also for their support in completing the project.
I would like to express my gratitude towards each member of Bharatiya Vidya Bhavan for their
kind co-operation and encouragement which help me in completion of this project.
I would like to express my special thanks to my parents as without their support this project will
not be possible.
My thanks and appreciations also go to my friends in developing the project and people who
have willingly helped me out with their abilities.
TABLE OF CONTENTS
CHAPTER NO. TITLE
1.1 The History and orgin 6
1.2 Growth & Development 7
1.3 Distribution & Retailers 9
1.4 Amul as a Brand 15
2.1 Amul Communication strategy 22
2.2 Promotional Campaigns & Advertising 25
2.3 Public Relation Strategy 30
2.4 Target Market & Competitors 43
3. Research Methodolgy
3.1 Problem 48
3.2 Scope of Study 48
3.3 Source Of Data Collection 49
3.4 Choice of Research Design 49
3.5 Research Instruments Used 49
4. SWOT Analysis
4.1 Suggestion 53
4.2 Improvement 53
An image of long cultivated wisdom and honour for which we trust more than anything else, the
name we love and a movement which shook up our soul . Like the mighty Gangs originates from
tiny streams of Gangotri ranges of Himalayas and from a spirit of revolution that changed the
whole world. Similar is the story of AMUL which took birth from the inspiration of „Operation
Flood‟ and prospered through „White Revolution‟ in India.
It all began with two village cooperatives and 250 liter of milk per day, nothing but a small
contribution as compared to a much large corporate as it today. Amul collects, process and
distribute over a million liters of milk and milk products per day, during the peak hours , on
behalf of more than a thousand cooperative villages owned by half a million of farmers creating
a form of liberation and self-reliance for each and every farmer to follow in the years.
Started as an awareness program that followed in to matured protest movement and the
determination to liberate themselves from the middlemen. The life of a farmer in Kaira District
(Anand ,Gujarat) was very much similar to the fate of their counterparts living in india. His
income is entirely driven from seasonal crops and milch buffaloes was undependable. The
marketing and distribution system for the milk was controlled by private traders and middlemen.
At a perishable stage, Farmers were compelled to sell at whatever price they were offered.Milk
producers had to travel long distancesto deliver milkto the only dairy, The Polson Dairy in
Anand. Milk went sour as producers had to physically carry the milk in individual containers,
especially in the summer season. More often, they had to sell cream and Ghee at throw away
prices. In this situation, the ultimate gain was for private traders. Gradually, farmers came to
realize this exploitation from traders could be checked only if they market their milk themselves.
They approached Sardar Vallabhai Patel ( who was later the First Home Minister of Independent
India) under the leadership of local farmer leader Tribhuvandas Patel. Sardar Patel advised the
farmers to form a cooperative and supply milk directly to the Bombay Milk Scheme instead of
Polson. He sent Moraji Desai (who later became the prime minister of india) to organize the
farmers. In 1946, the farmers of the area went on to milk strike refused to be further oppressed ,
thus the Kaira District Cooperative Union was established to collect and process milk in the
district of Kaira in 1946. Milk collection was also decentralized , as most producers were
marginalized farmers who were in a position to deliver 1-2 liters of milk per day. Village level
cooperatives were established to organize the marginal milk producers in each of the villages.
The cooperative was further developed and managed by Dr. Verghese Kurien along with Mr.
H.M. Dalaya. Dr Kurien, a recipient of World Food Prize and Ramon Magsaysay Award , was
the pioneer behind the White Revolution. The first Modern dairy of the Kaira union was
established at Anand.
The success of the dairy cooperative movement spread rapidly in Gujarat. Within a short span of
time five other district unions- Mehsana, Banaskatha, Braoda, Sabarkantha and Surat were
organized. In order to combine forces and expand market while saving on advertising and avoid
a situation where milk cooperatives would compete against each other it was decided to set up an
apex marketing body of dairy cooperative unions in Gujarat. Thus in 1973, the GCMMF(Gujarat
Milk Marketing Federation) was established the brand name Amul in 1955 decided to hand over
the name to GCMMF (AMUL).
Impressed with the development of dairy cooperatives in Kaira District and its success, Prime
Minister Lal Bahadur Shastri, during his visit to Anand in 1964, asked Dr. Kurien to replicate
and spread the Anand type diary cooperative all over India. Thus , National Diary Development
Board was formed and Operation Flood Programme was launched for replication of Amul Model
all over India.
Every time failure leads to stepping stone for success and each stumbling block can be turned to
successful story. In the early years , Amul had to face a number of problems . With every
problem came opportunity and a chance to turn negative to positive . Milk products and
supplimentry yields which suffered as same lack of marketing and distribution facilities became
encumberances. Instead of being bogged down by their fate they were used as stepping stones for
expansion. Backward integration of the process led the cooperatives to advance in animal
husbandry and vetinary practices .
The Growth & expansion.
The response to these provided a greater boost for further growth. As an example ,the movement
spread in the entire district , it was found that Bombay Milk Scheme could not handle the entire
milk collection by the Kaira Union in winter, when the production on an average was 2.5 times
more than in summer. Thus even by 1953 the farmers had no assured market for extra milk
produced in winter. They were again forced to sell a large surplus at low rates to middlemen.The
remedy was to set up a plant to process milk in to products like butter and milk powder. A Rs 5
million plant to manufacture milk powder and butter was completed in 1955. In 1958, the factory
was expanded to manufacture sweetened condensed milk. Two years later, a new wing was
added for the manufacture of 2500 tonnes rolled dried baby food and 600 tones of cheese per
year. It was based on a formula developed with the help Central Food Technological Research
Institute (CFTRI), Mysore. It was the first time anywhere in the world that cheese or baby food
was made from buffalo milk on a large commercial scale. Another milestone was completion of
balanced cattle feed.The plant was donated by OXFAM under the freedom from hunger
camapaign of the FAO.
The Kaira Union was asked by the government of India in 1963 to setup additional milk drying
capacity. A new dairy capable of producing 40 tons of milk powder and 20 tons of butter a day
was speedily completed. It was declared open in April 1965 inaugurated by late Shri. Moraji
Desai . Further expansion of the dairy milk handling capacity to 750000 liters a day came in
1974. In the same year , the union set up a plant make high protein earning food , chocolates , at
Mogar plant 8 km away from Anand town. The investment in this plant was 100 crores. The
National Dairy Development Board (NDDB) financed 70% of its cost as loan and 30% as grant.
Milk to this dairy was brought from insulated tanks instead of cans thus reducing transportation
cost significantly. Further, another plant was established in 1992 , this plant had the capacity of
producing 14 lakhs of milk per day. From the late fifties Kaira Union has been heavily invested
in schemes to improve the milk yield of animals. The Union built fully fledged infrastructure for
breeding animals and ensuring animal health care.
This was infact, came in to detail account, as traditionally dairy was subsidiary occupation of the
farmers of Kiara. However contribution of farmers was not prominent as his attachment to
dairying was traditionally hand down from one generation to next. The milk yield from animals,
which were maintained mainly on by products of the farm was decidedly low. That together with
the lack of being able to market the product look very bleak. It was a vicious cycle reinforced by
generation of beliefs. The Kaira union broke the cycle by not only taking the responsibility of
collecting the marketing surplus of milk but also provided the members with every provisons
needed to enhance production. As said above, the Kaira union was fully fledged machinery
geared to provide animal health care and breeding facility. A early as fifties, the union started
making high quality buffalo semen . Through village society workers artificial insemination
service was made available to rural animal population. The union started its mobile veterinary
services to reneder animal health care at the farmer‟s doorstep . Probably, for the first time in the
country, veterinary first aid services by trained personnel, were made available in the villages,.
The union‟s 16 mobile veterinary dispensaries are manned by fully qualified staff. All the
villagers are visited bi-monthly on a predetermined day and to provide animal health care and 24
hour emergency services is also available at a fee of Rs 35 for members and Rs 100 for non
The cooperative dairying system was beneficial and viable. The union which statedwith two
societies has now 945 societies with 535000 members in 1955-56, which rose to 10 lakh in
2010-11 milk production went up from 250 liters to 1 million liters a day. The turnover of the
union in 1994-95 was Rs 344crore. 2008-09 Amul has collected 8.4 million liters of milk per day
and increased to 12.5 million liters of milk per day as latest 2012 survey.Every day amul collects
4,47,000 liters of milk from 2.12 million farmers converts them in to branded , packaged
products and deliver goods worth Rs 6 crore to over 500,000 outlets across the country.The
village Anand the Kaira District Milk Cooperative Union better known as Amul expanded
exponentially. It joined hands with other milk cooperative as said earlier with Gujarat network it
covers 2.12 million farmers , 10,411 village level milk collection centers and fourteen district
level plants under the overall supervision of GCMMF.
Distribution & Retailers
Distribution expansion in emerging markets of small towns continued to be major initiative of
the GCMMF during this year. Almost 500 new distributors were inducted as channel partners-
mostly in small towns. At the same time to bear up with the first emergence of organized retail in
India, suitable distribution model was developed during the year for servicing modern format
The Amul Model
The Amul model of dairy development is a three tier structure with dairy cooperative societies at
the village level federated under milk union at the district level and a federation of member
unions at state level.
Establishment of direct linkage between milk producers and consumers by
eliminating the traders
Milk producers control the procurement , processing and marketing.
Professional integrated management.
Moreover, the Amul model has helped India to emerge as largets milk producers in the
world. More than 15 million milk producers pour
their milk in 1,44,246 dairy cooperative societies
across the country. Their Milk is processed in 177
district cooperative unions and marketed by 22
state marketing federations. The Following Model
explains at all.
Fig2. Amul network
Fig.1 Amul model
How the distribution network works
The milk is procured from the village and collected at village cooperative society from there the
milk is taken to manufacturing units where the milk is processed in to various products.
The product is then transported to company depots located in various parts of the country. The
product is then sent to wholesale distributors and from there to retailers.
Milk is procured twice a day from 2 millions from Gujarat alone
The payment is made under twelve hours of procurement
There are 10000 village cooperative societies
There are 3600 wholesale distributors in the country.
The C& F‟S agents are not fixed nad are decided by local company offices.
There are approx 4,50,000 retailers spread all over india.
Total household consumers covered are 100000
The milk procured per day is 5 million liters
These cooperatives are bound to supply their products only to GCMMF.
Enterprise Resource Planning (ERP): the company has implemented the resource planning with
TCS (Tata Consulting Service) where a company plans the internal and external management
information across the entire organization or cooperative villages in order to manage the
connection inside the stakeholders within the company. GCMMF had implemented SAP-ERP
across their amul milk chain. SAP is a German software company that makes enterprise
softwares to manage business operations and customer relations. It was launched in April 6th
The channels of Distribution
Upstream Channel, in which milk is procured from farmers to manufacturing units.
1. In the first step, the milk is taken to Village Cooperative Societies (VCS) by the farmers
on foot or bicycle in small quantities
2. Second step involve the transportation of milk from cooperatives to the manufacturing
units this is done in special truck whicha re equipped with tankers to carry milk.
Downstream Channel , it is the distribution part of supply chain from manufacturing units to
1. First step of transport is from manufacturing unit to the company depots. This is done
using 9 and 18 MT trucks any lesser quantity will be uneconomical to the company
therefore is sometime the quantity ordered is lesser than club loading which means that
product ordered is supplied with some other products.
Frozen food temperature is kept low -18°C
Diary wet the temperature of these trucks is kept between 0-4°C
2. Second step is from the depot to wholesale distributors, this transport is carried out in
insulated 3 and 5 MT TATA 407‟S here a permanent dispatch plan where the
distributors plan out the quantity of various products to be ordered on particular date.
3. Third step is flow of good from WD „s to retailers, a beat plan is prepared and
transportation is done on auto –rickshaws and bicycles.
Selection& Motivation of Channel Members
The company takes in to consideration of host factors while selecting the channel members.This
is because GCMMF believes that selection of channel members is a long run decision and rest of
the decision regarding the supply chain depends upon the efficiency and coverage of channel
members. The following are the host of factors considered by the company in selecting the
Authentication and reliability is required regarding the identity of the channel members
which includes the name and address, photograph of the location.
Proof of solvency which requires name and address
Safety of inventory which means that the distributors/dealers should get the stock of the
Inventory or perishable goods kept by the distributor/dealer should be in good condition
which means a detail storage space and refrigeration facility is to be provided. Refrigiration
system should have deep freezes , cold room and walk in coolers.
Details of the delivery vehicle, which includes light commercial vehicles, metadoor , three
wheeler van, tricycle van & handpush cart. The number and model of each of the vehicle
needs to be furnished to the company.
GCMMF acknowledges the fact that it needs to be sensitive to the market demands. For this
is to require number of salesman needs to be present on the field. The salesman are divided in
to various categories like the field salesman & counter salesman. Also the details of clerical
staff & mazdoors are to be provided. The technical competence of the salesman need to be
Details of the product kept of other companies have to be provided. The annual sales of these
products too have to be mentioned. Also details of the complementary products and product
lines need to be mentioned.
Dealers of the company must have a good reputation. This due to the fact that company
believes in reputation of the dealer affects the clientele.
Market coverage by the distributors need to be defined which includes deatails of the
geographic coverage & outlets per market area.
The company also requires the dealers to furnish any advertising and sales initiative
undertaken by them on behalf of the company.
Motivation of Channel Members
GCMMF strongly believes in maintaining good relationship with channel members so that they
are genuinely motivated to work for the company. Also if the channel members are motivated,
they can also initiate advertising sales promotion and public relation activities on behalf of the
company. However to keep channel members motivated to work, the company has to incur
certain cost but the benefits of it are felt in the long run. The following are the motivational
programs run by the company:
One of the main factors, which keep the distributors motivated, is the margin. Usually the
margin offered by the company are 8% & it is raised to 8.5%. It comes to big figure in
volumes since Amul product has a good demand in the market. However, compared to
other companies the margin is still lower since the new players in the market offer higher
margin. But the very fact that Amul products have good demand in the market motivates
the distributor to stock it.
Amul being a cooperative cannot afford to give heavy monitory incentives in the given
period of time, as Amul products are considered to be value for money since the company
does not believe in charging high margins. In fact all monitory incentives are just the
short run means to promote company‟s product. In order to keep the channel members
motivated in the long run, Amul builds the concept of “Trade Marketing” which makes
the dealers / distributors believe that company‟s products are worthy of being pushed in
The company is organizing various total quality management initiatives & workshops.
Infact GCMMF conducts Hoshin Kanri (Policy deployment) meeting twice a year one in
February and one in September. The meeting is conducted by large scale interactive
process of the internal and external management. It includes Managing Directors,
General Managers, Depot in charge, Zonal Managers, Zonal Account Incharge, Zonal
System Incharge, Zonal MMO Incharge, Departmental Heads, Product Officers, Ad
Agency etc. Participate in this meeting. Here various counseling measures undertaken by
the company to improve the overall working of the distribution network.
Vision & Mission statement: company cascades down the vision to the various channel
members, this is done through various events organized by the company and regular
updates through press releases and interaction through websites and feedbacks. The
company‟s public relation activities and updates is active during the years to keep the
interest of the public especially the distributors and retailers. Amul being acooperative
society cannot afford to spend huge amount on events and therefore it has a very
traditional way of organizing the events which leaves an impact on members.
Amul Yatras : Another public relation activity this include the channel members on a
guide tour of the manufacturing and procuring facilities in Gujarat. So that the channel
members have an experience of the working of the company and can pick up small
quality measures that can help them to synchronize and improve their own functioning at
various levels. This in turn helps the company to coordinate the entire value chain, as the
channel members understand the various constraints and liberties the company goes
through. The company has already got the Rajiv Gandhi Award for quality.
Trade Schemes: These are undertaken by the company only for hard selling items eg.
Icecream, flavored milk etc.For this company raises the margin by 2% also schemes like
good packaging in case of butter and cheese is undertaken by the company. However this
is only a short term initiative to push the products of the company.
Glow Boards : the company puts up glow board at the retailer and pays the major portion
of the cost . These boards help them to identify their products and according to good
demand in the market they make available to consumers.
Schedule of the salesman : They provide the retailers with this schedule so that retailers
can pre estimate the quantities of the various products needed.
Infrastructure Facilitaion: the company facilitates the retailers to buy freezers and
fridges by formulating an easy payment program and a commitment to buy back the
equipment at a reasonable price when the value of the equipment is depreciated.
The name that every Indian knows and abroad, the success of Amul brand name has no doubt,
resulted in to being asked to comment on historical milestones and achievements. It associates to
the long history with many success stories behind it. Amul is a name which is widely respected
not only in our cities and towns but in our villages as well . The easier part to recognize and
brand recall this was all happened with nothing less than a good marketing strategy. Certainly it
has helped that those who were responsible for keeping the Amul name in the public eye have
used considerable imagination and well thought of idea if you see the concept of “Taste of
As for a customer approach with a product goes through experience and durability. In the
simplest form known as testing, but for a product in market the customer should be aware of the
product , as it is the awareness, consideration, Preference and Purchase. With the emergence of
new media (like internet and digital media) and abundant available information, product
experience and repeat purchase also become important. Additional to these now stages consist of
eyeball, awareness, consideration , preference, purchase, experience and repurchase or loyalty.
While creating a brand, marketers try to create an image of what they want consumers to
perceive about their product and offerings .Perceptions are more important than the actual
features as it along with product utility decides the loyalty of consumers. Also the successful
consumer product is the object of thousands, even ten thousands of transactions every day. In
these transactions, brand name serves in terms of relationship that established like a contract. It is
the assurance to the buyers that her specifications will be met. It is the sellers assurance that
quality is being provided at fair price.
If Amul became a successful brand- if the trade lingo, it enjoys a brand equity- it is because
Amul was closely associated to customers for long 50 years. It is not easy to be with the
customers and maintain the relationship for so many years. It would have not been that
successful if Amul the brand remain aloof or had nothing to do with rural market. The significant
contribution made by Amul in Rural milk production made them a respectful brand bot only in
india but all over the world. The toughest part of using abrand is its renewal , if just once , the
brand fails to meet the customer‟s expectations or more it fails to delight the customer then the
relationship loses its value. If Amul‟s sales continue to rise it is because that relationship has
been honoured again and again, even after generation to generation the brand follows breaking
all boundaries the expectation and quality force them to buy the product just as when Amul
launched their product in West Asia or in America the taste captured them , the loyalty even far
from home craved for “ The Taste Of India”.
As what is the main element of a relationship associated with brand name ? First and foremost is
quality. No brand survives long if its quality does not equal or exceed what the buyer expect.
There can be simply no compromise. That is the most crucial element in the product and the
brand.In the case of food product , this means that brand must always represent the highest
hygienic and offer better quality food standards.
Second, for the long term relationship the brand must give value for money. If a customer buys
an Amul product, he/she gets what they pays for, and more. For the value of its services it owes
to the owners of the product to earn a goodwill without exploiting the consumer. During adverse
conditions when the product is not available or supplies got reduced, the company must ensure
that they should not increase the price and make sure that retailers do not gain from consumer‟s
The third element of building relationship is availability. The brand should be available when
and where the customer wants it. There is no benefit achieved in creating a positive brand image,
and then being unable to supply customer who wants to buy it. In Amul case, over the years they
had built a what is may be the finest distribution network. We reach hundreds of cities and towns
through a cold chain that only ensures that our product are available , but they reach the customer
at farthest end of the country with same quality as it is found in Ahmedabad or Vadodara.
Fourth and most important part is service, any brand to build its image . Total commitment with
total quality , that is what amul is known for years. Occasionally company may make a mistake
or when customer is not happy with the products or the customer is complaining and that must be
heard not only listened . And every cutomer‟s complained must be rectified to the extent
Amul has honoured its customers with building relationship with consumers.It means quality,
value for money,availability and service.
How Amul become a brand.
The history is discussed well above, we
shall discuss about Amul as a brand name.
Amul the name derives from a Sanskrit
name Amoolya meaning priceless, was
suggested by quality control experts in
Anand. The first product with Amul brand
name were launched in 1955. Since then,
they have been in use in millions of homes
in all parts of India, and beyond.
Amul is the symbol of many things: high
quality products sold at reasonable prices,
of availability, of services.
There is something more , through, that
makes the Amul bran special and that
something is that reason for commitment
of quality and value for money. Amul is a
brand name of 2 million farmers,
members of 10,000 village dairy
cooperatives societies through out
Gujarat. This is the heart of Amul, and it
is what is so special about the Amul saga.
What began way back in 1946 was really an effort to carve out a truly Indian company
That would have involved millions of Indians and place direct control in the hands of the
farmers. It was mandate for producing, owning and marketing and above all, building truly
Indian Brand and successfully did that.
Amul is a brand that lives with lakh of farmer‟s expectations and when the history is grounded
on independent movement, when not only competetitors but your ouwn government questions
you,then you resolve to be best as like a finest steel.
Amul , is there fore a brand with difference, that difference manifests itself in a larger than life
purpose. The purpose- freedom to farmers by giving total control over procurment production
and marketing. Amul and all other milk products produce by coopertaives were born in struggle.
It was priducers sruggle for command over the resources that they create, a struggle to obtain
equitable returns and struggle for liberation from independence on middlemen. It was struggle
over exploitation. A refusal to be cowed down in the face of what others believe to be
Amul‟s birth was thus the harbinger of the economic independence of our farmer‟s brethren.
Amul‟s mission was the development of farmers, nutrition to the nation and heart in heart, real
development of India.
Today, 173 milk producers cooperative unions and 22 federations play a major role in meeting
the demand for packed milk products. Quality packed milk is now available more than 1000
cities through length and breadth of India. And
this milk with difference – Pasturized, Packed,
Branded ,owned by farmers- carrying the milk
drop logo, like amul the symbol of quality.
Over the course of Operation Flood, Milk has
been transformed in to commodity in to brand
, from insufficient to self-sufficient, from
rationing to enormous availability, from loose
unhygienic milk to milk that is pure and sure, from a domination of middlemen to farmer‟s
economic independence, to consumers greatest insurance with policy of good health.
It should be clear from the fact that agriculture will remain most important engine of our
economy. Amul and its cooperative sister brands are aware of this challenge. The future they say,
is a best mystery. But it should be clear that the need of the nation on the move must be met.
The country is young. There are more working women. The needs are ever growing population
have to be met with sustainable economic development. And the demand for milk and milk
products, therefore is only going to grow further. Combine this with nutritional needs of the new
and old generations and it is quickly clear that there will be a need for more value added milk
products. Amul did the same thing to understand the market with their various products and as a
brand Amul has successfully managed it.
The brand personality of Amul is simple and Indian in nature. Its personality of common Indian
individuals who loves to have fun, cooperate with society and share the benefits with
brotherhood. Amul range of products include fast range of perishable goods such as butter
cheese, Ghee, chocolates etc, Amul butter is the laeder in terms of brand equity. Amul has one of
the strength is that they work upon umbrella branding.
Amul‟s business model revolves around milk and milk products, which occupies a central role in
any Indian diet, thus trust is an important issue to take in to account when thinking of the
consumer, as no housewife would want an adulterated dairy product in her larder . Amul
delivered on the front by dint of quality. Moreover it stood with challenge and has a strong
emotional connect with the consumer cemented after generations after generations as said earlier.
Today Amul is the most trust brands among Indians, Housewives don‟t think twice before
Another strong point on which Amul relates to the consumer is taste. Anyone who buys butter
would want it to be tasty. Amul reinforces this in the minds of the consumer through their tagline
Utterly Butterly Delicious – so that the consumers know that they are in for a treat. This is a
simple tag line, which at the same time communicates that the brand is not a stickler for
conventions. Sylvester de Cunha, who was behind the successful creative which established
Amul in the minds of the consumer, wanted the brand to move away from the staid and dour
approach which other brands in the food industry had adopted. This helped Amul relate directly
to the consumer. In fact, this tagline was so successful that another dairy spread brand was
launched in UK with the name Utterly Butterly.
Giving its wide product description, Amul has number of competitors in each field, being one of
the early entrants in terms of branding , and pretty much owns the category. The position is taken
by its strongly topical, as the hoardings of Amul moppet keep changing to reflect the change
taken place in the nation.
The below hoarding was meant to capitalize on people‟s mind share with tennis star Sania Mirza
was getting at the time of hoarding release, thus initially allowing a connect to the customers.
All these activities helps in keeping the message relevant, while at the same time not cutting
down the fun quotient of the brand. Moreover, it reflects the Indian heritage which the brand
carries , typically the tagline „Taste of India‟.
How Amul stand different from others all through the years
The brand Amul stands different from other brand irrespective of stiff competition but due to
effective strategies used by Amul made them stand out. Here are some of the strategies to take
on the rivals and remain in the market.
Enthused by its performance in FY 08, GCMMF introduced fresh game plan for its flagship
brand „Amul Fresh Milk , rival Mother diary India was not far behind. To sustain the competitive
edge, Mother Diary chalked out aggressive growth strategy to reach out wider target audience.
Amul‟s Diversification Strategy
Amul started a new strategy of introducing fast food in their kitty, in 2005 it opened up 3000
retail chain outlets. The pizzas were offered in four different flavours –plain-tomato- onion-
capsicum –fruit pizza- mushroom and Jain pizza. GCMMF launched the pizzas in 20-25 price
range. The existing players in the pizza market, like Dominos pizza, Pizza Hut and nirula Ofered
prizes at nothing less than Rs.39. It was the move to force existing players to reduce the price in
the long run.
Amul as a brand , has done following steps to consolidated its brand image.
The core benefit being offered by Amul is quality Milk , which is shown by trust which
the Indian public puts in Amul, then Amul chosen to diversify in to more milk products.
For latest eg. Launch Of Amul PRO whey protein malt beverage in april 2012.
Amul strengthened its umbrella branding
Amul has stronger correlation to milk and for
that reason it made in to a huge competition of
making chocolates and given that it had strong
Amul started sponsoring sports events , in order
to draw correlation with health, as sports stars are
perceived to be healthy and energetic. They done
for their brand promotion by sponsoring Indian
team in London Olympic games. Carried their
topical cartoons with it.
Apart on Facebook, regular post based on games, it has launched an app called „energise your
The application primarly focuses on two things
Associate the Brand with London Olympics.
The „Energise your Olympians‟ Campaign:
Like most third party apps, users have to first „Like‟ to participate. He/She can then choose a
favorite sport and show their support by energizing the contingent with a glass of milk. The app
has an educational value attached to it too- it lists out the members of the contingent as well.
Users can also add a badge to their profile as a token of appreciation for showing their support.
According Draft FCB Ulka interactive – the agency behind the application, the app was
encouraged brand interactivity on social media and in the process also boost Indian Spirit and
support for Indian Athletes in London.
Communication is a process of transforming information from one entity to another. For an
organization it is very essential to communicate well in order to sustain the highly competitive
market. We all know organization always pools its resources in the marketing segmentation and
product positioning and public relation activity. The preparation of message is a complex process
and it includes all forms of indulging customers from persuasive to ultimate action, according to
one research consumer approximately comes under the scanner of messages 6400 times a day out
of that he retains only 10-12 or less information, so the communication pattern must be
innovative and creative.
Amul involved in to big communication strategy, it has a common business objective to have self
sufficiency in milk production and farmers can earn their own benefits out of the production and
procurement of milk. The quality of milk supplied cannot be maintained when cattle owners live
in unhygienic conditions. Apart from proper infrastructure facilities , roads , for the collection of
milk good water supply is required. All the profits earned cannot be distributed to village
With this business objective they had developed a plan to create a good communication
objectives and a proper implementation of plan . The use of extensive communication media in
order to achieve the following twin objectives.
Putting across a specific idea , theme or service or selling a product.
Communicated related themes aimed at providing benefits to farmers indirectly.
They used leaflets, posters , TV programs. The TV programs were prepared with the
collaboration with space application center of Indian Space Research Organization located at
Ahmedabad, and were of two types. There were programs, by way of features which would be
exhibited almost every week. The veterinary doctors prepared the script for such programs and
these werethen checked by experts in the space application center and produced on video tapes.
In fact two of the vetrenary doctors had become experts in producing such programs were in the
nature of TV advertisements which were termed as quickies.
The following strategy was to inform the farmers about extensive use of milk production and
later when amul went on to diversified umbrella marketing it made in to complete make over of
brand image with suitable strategy . The topical ad campaigns were came as a boon it made the
brand more popular.
The role of Advertising in promoting the brand image of Amul.
Its advertising used a impressive strategy to communicate with the public jovially as a muppet
Amul baby muppet ( A chubby Butter Girl) commenting on the latest news or currents events,
The pun in her word were popular and Amul ads were one of the longest running ads based on a
theme, now viewing in Guiness records. The first outdoor ad using the Amul body started in
1976. Sylvester Da Cunha,Then the managing director of advertising agency,ASP clinched the
account of Amul Butter. The butter which had been launched in 1945, had staid boring image,
primarly because earlier advertising agency which was in charge in account preferred to stick to
routine corporate ads. If you look to the history of Amul butter girl that charm has endured fickle
public opinion, gimmickry and all else.The moppet who put Amul on India‟s breakfast table 50
years after it was first launched Amul‟s sales Figure have jumped from 1000 tonnes a year in
1996 to over 25000 tonnes in 1997.No othet brand comes even close to it. All because a
thumbsized girl climbed in to the hoardings and put a spell on the masses. Summer of 1967 was
the time when first Amul hoarding that was putup in mumbai people loved it and became a
favourite topic of discussion over tea.For over 50 years the utterly butterly girl has managed to
keep her fan following intact. So much so that it enetered in to Guiness book of Records for long
time running campaign ever.The ultimate compliment came with a British company launched a
butter and called it Utterly Butterly.
In1969, when the city first saw the beginning of Hare Ram Hare Krishna Movement Sylvester
Da Cunha, Mohammed Khan & Usha Bandarkar, then the creative team working on the Amul
account came up with clincher „ Hurry Amul, Hurry Hurry “Bombay reacted to the ad with a
fervour with almost like a storm that hits on shores.
That was first many topical ad that were in news. From then on Amul began playing the role of
social observer. Over the years tha campaign acquired that all important amul touch. India
looked forward for the amul‟s evocative humour. The real turning point came in 1976 when the
brand started taking controversial issues like emergency or the compulsory sterilisation program
launched by indira gandhi government.
Conveying the message through the events takin place in the country, amul always had a reply to
it. It is upto date with current affairs . The first escalator with mumbai in 1979 was celebrated
with slogan Automatic Amul , when mumbai was facing shortage of power Amul said Ta ta
power Amul , unlimited supply. From Sixties to Nineties , Amul had came a long way. While
most people agree that amul were at the peak of eighties and still remain to continue to tease and
eek out laughter on serious issues.
some of the ads generate wide opinions among the public and generates emotions. These ads
made public think and glare on human interest stories. The Amul topical ads always discussed
about relevant issues to generate some creative thinking and observational techniques to capture
the mind of the audience. These topical ads always hold discussions and pun associated with it
and able to control the masses and more over such ads use their communication strategy more
It also had a special interest over national issues and
Speak up to the common problems that associated with
It, Amul always keen to understand the public and it is the
Most important factor that they used in their public relation
Strategy - :
They followed the public attitude
Served for national interest
Followed the principles of public relation
They acted accordingly to the sentiments of the nation
Used various communication mix to have a stronger value to the service
Connected their value with emotions and always used a network of communication.
The major activity of communication is done through its
Advocacy and promotional films .
What it takes , a promotional film that tells aboutwhat amul is and what it had done how it
originated , intends to communicate to the public. Talk about the success story and remembering
This also tells about why big marketing budgets, huge ad campaigns is not always necessary ,
what you need is genuinely interesting way to interact with customers and your public. Tell them
the story and engage them in the conversation, even if you are selling something commoditized
Amul has been consistent over communication campaign and brand strategy. As said in above
sections we have discussed about its product positioning as “Taste Of India” and have ensured
that their communication is in line with their positioning strategy. By insisting upon umbrella
branding they have not only ensured inter union conflicts but also created an opportunity for
union members to cooperate in developing products.
What is Umbrella Branding
Amul‟s advertisng strategy has followed the concept of 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. Its ad campaign Amul dhoodh peeta hai
india is created by FCB ulka was drafted to proclaim the leadership position and was targeted
across all income categories. 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 can be successful
marketing strategy. However this depends on having consistent and clear brand identity across
the variants. It also need to recognize that, while this approach can help “ kick start” the variant
How Umbrella branding helped in communication of different products
Amul always used the umbrella brand strategy in their advertising campaigns but one of the most
important thing they always had they all had
connected to different Indian traditions and taste.
Public relation strategy really worked here for
Amul that some advertorials and corporate films
always promoted the brand in various ways. One
of the greatest example is the adjacent figure, that
talks about the brand as a “ most beautiful feeling
in the world is still Indian” this message created
the domestic image among the public and had an
appeal of Indian taste that spread all across the
country and that is wonderful for a brand that is
We have discussed about role of advertising in
case of Amul and how they used their brand for
their different products now it is importantto
understand the various communication mix of
Amul has not relay been in personal selling or
direct marketing in order to capture individual
attention, because its aim is to promote and
establish the brand image. Moreover, in case of
consumer marketing that is when product is for
masses then personal selling is not feasible mode
of communication towards your target audience.
Sales Promotion: The most common objective of
sales promotion is
To gain additional target market
share or additional revenue
To expand the target market
To inform the customers about the
new uses of existing product
To develop favourable customer
experience about the product
Amul following sales promotional techniques have been used , if a customer make online
request for product He/ She can avail offer through online. For instance , one can order Amul ice
cream at the new A mul ice cream cyberstore and from Amul.com.
Products shipped in a reusable attractive Styrofoam Ice US $ 5.00 retail value.
Receive Amul promotional items with your package like Amul recipe book, Buttergirl
Public relation: Amul always keen to spread its image all over the country and informed about
the public relation activities
One of the public relation activity of Amul is CSR where they holds Amul yatra, in
which their distributors and their salesman are taken on to visit thjey are shown dairy
plants , their upkeep international standards and hygiene quality practice adopted for
clean milk production.
They also come up with corporate films and recently paid tribute their green revolution
father Dr.V.Kurien .
A featured movie called Manthan Directed by Shyam Benegal (1976) has been sponsored
by 5,00,000 farmers of Gujarat , constituents of Gujarat Coopertive Milk Federation Of
Also come up with short movie Amul Heroes 35min. talks about life of an employee
working in Amul and their networks.
Amul Vidya Award, Amul‟s vision is to see educated talented students contributed to the
nation. For this purpose Amul took the initiative as Amul vidyashree and vidyabhushan
award instituted to recognize the brilliance of students across India as well as the quality
of education and guidance imparted by the schools the study in. The inception of this
award dates back 2004-05.
Amul‟s Tree plantation initiative
Amul relief trust.
Amul sponsorship programmes like Amul Star Voice of India.
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 has
plans to create large chains such outlets to be managed by franchise through out the country.
“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).
GCMMF released its first press ad on Amul preferred outlets on 8th
April 2007 all over india on
TMT basis. The ad wasappered in all vernacular languages as given below
Total News papers
Different Languages in which Ad appeared
Northern Region 15 49 Hindi, Urdu, English, Punjabi
Southern Region 25 71
Kannada, English, Malayalam, Tamil, Telugu,
Eastern Region 14 34 Bengali, Hindi, Oriya
Western Region 14 25 Marathi, English, Hindi, Gujarati
Central Region 10 31 Gujarati, Hindi, Sindhi
13 13 Bengali, English, Hindi
GCMMF, in their last Hoshin Kanri meeting, decided to expand their retail universe by creating
more number of Amul Preferred Outlets. The purpose of this ad was to bring awareness among
the retailers who are interested to make their shop as APO which is an exclusive shop for Amul
products. GCMMF wholesale distributors and the depot did a tremendous efforts to make the
project success , they have so far received around 6500 enquiries from the prospective retailers.
This is also called final product advertising . Such advertisements are primarily directed at
consumers. These are the advertisements which are most prominent as very substantial portion of
the total advertising budget is directed to potential buyers of consumer products through mass
media. The fact that the number of buyer consumer items are generally and widely dispersed in
wide geographical area . As such case, consumer advertising used as marketing tool. Amul has
resorted to consumer advertising as a 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.
Outdoor Advertising through Mascots
The longest running ad still not faded away as never changing 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. No particular time or period could have
frozen this character . It does not belong to that era. It has moved along with
time reacting to the new events through time.
Mascot Advertising is very successful concept which is being used in
western countries but it is not that successful in india. Amul had taken
that gamble with its polks dot blue haired frock girl and had paid them
Almost 60 years after its inception , Amul‟s sales figures jumped
from1000 tonnes a year in 1966 to over 60000 tonnes a year in 2011. It is
all because of the thumb sized girl climbed in to hoardings and put a
spell on the masses.
The success story of Amul says one thing to all other campaign that it
did not manage to last too long or had to get a whole new look in order to
stay in the market. It‟s a mixture of keeping at times humor and understanding. Amul
hoardings are thing of attraction in india.
This use of mascot as a marketing medium highlights the clever use of topical advertising
by GCMMF using humor , to generate high brand recall. It was an effective marketing
tool for marketers.
Where does Amul magic lies? It lies in simple message and creativity that has lots of fun
Amul had a basic thing to advance markting technique to expand their business, as IT initiatives
of Amul started in 1994. IT became a major thrust area for GCMMF as it can facilitate
improvements in operational efficiency since then GCMMF is marching in a big way starting
from AMCUS (Automatic Milk Collection System) It‟s in these operations that IT plays a
critical role. The installation of over 3,000 Automatic Milk Collection System Units (AMCUS)
at village societies to capture member information, milk fat content, volume collected, and
amount payable to each member, has proved invaluable in ensuring fairness and transparency
throughout the entire 30ervor30s30ion. The role of IT in Amul is best summed up by B M Vyas,
chief executive officer, Amul (GCMMF) when he says, “Amul is not a food company, it is an IT
company in the food business.”
Moreover GCMMF is the first Indian Corporate on the web since 1996 and put up Amul
Cyberstore as a first step towards e-coomerce activity in India. This has helped them to interact
with customers and with exciting offers and values for them. GCMMF has linked under
Amul.com as a part of Amul B2B inuitiative. Today Amul cyberstore offer its service to 120
cities.In order to attract more customers GCMMF has launched amulgreetings.com and
amulkids.com to extend the brand identity to kids and teenagers who are increasing its target
market for its icecream and chocolates
Amul also set up its virtual production facility in second life. Amul launched the application in
march by setting up its virtual parlour , is now working to exapand its presence in the virtual
world. Trimensions, a Gurgaon based company, helped Amul to develop its excistence on
second life, Amul brought about eight such virtual lands to set up a simulation of its production
and distribution facility. The objective behind setting up virtual land is to demonstrate its
functioning to the consumers, and experiment with change in the production or distribution
system virtually before executing it in the world.
Second life is internet enabled virtual world in which users can create their virtual identities.
These identities can move around, interact and socialize with other users.Members of second life
can participate in individual or group activities and create trade items like virtual property or
services with each other. A member has to pay for the space he purchase on second life. Second
life is developed by Linden Lab, company based in the US.
Public Relation Strategy
Amul Sponsorship and Corporate Social Responsiblity
Image Building – AMUL
In a country like India , if any cooperative is perceived well managed corporate it is the Amul
brand of cooperative. In buiding its image Amul followed slow and steady process. Some
important steps in building imgae include:
The Business Philosophy of Amul or GCMMF is in two fold : one to serve the interest of milk
producers and second to provide quality products to consumers as value for money. The milk
producers are paid for their milk in accordance with market forces and realization of value for
their produce. The corporate mission is to “to produce world class dairy products from best
quality milk through latest available technology and competent professionals . We (the
members) shall establish the most efficient marketing and distribution network to win the
confidence of large number of coinsumers across the globe. We shall strive to ensure that
our cooperative network leads to all round development of milk producers”.
The ineterst of members has been sustained by giving autonomy and power to the producer to
take decisions with regard to his own produce – milk. The lasting impression of Amul that
comes in mind is its continuing process as a cooperative that has redeemed farmer‟s faith in
himself and in the organization that he and his collegues have created, nurtured and brought to
the existing glory.
The biggest challenge to any consumer industry is the challenge of quality. The GCMMF has
paid definite and focused attention to the principles and practice of the total management
quality. The products have obtained the certification under ISO9000 and ISO 14000 series of
international standards. The plant follows HACCP, good hygiene practices,good manufacturing
practices and good housekeeping practices. The GCMMF trusts that it can compete with any
brand of the world and by maintaining quality standards of international class. The quality and
price of Amul 31ervor31s is the biggest builder of its image amongst the consumer‟s in india and
abroad. Because of its high quality of products and services, the GCMMF was awarded Rajiv
Gandhi National Quality Award in 1999. This is the Highest quality award given in india
The butter girl or utterl butterly delicious is the famous ad campaigns of Amul and followed a
big public relation strategy used by them . This strategy worked so effectively that every one
connects Amul with buterly girl that generated a brand name.It has the distinction of entering in
to Limca BookOf Records as the oldest campaign started in 1967. In its 2003 edition, LIMCA
Book Of Records has dedicated two full pages to „AMUL- The Taste Of India‟ under this cover
section „doing India proud. The corporate campaign strongly focus people; make emotional
appeal and address consumers across region , religion, cast, colour, gender, generation,rich, poor,
urban and poor.
In another corporate campaign recently during London Olympics Amul was the official
sponsors of Indian team. Amul started sponsoring sports events , in order to draw
correlation with health, as sports stars are perceived to be healthy and energetic. Carried
their topical cartoons with it.
According to a press release issued by Amul, Mr. R S Sodhi, Managing Director, Gujarat
Cooperative Milk Marketing Federation (Amul) said that , “Amul is committed to
strengthening the Olympic movement in India and encourage young generation from all
corners of the country to take up Olympic sports. I take great pleasure and pride in
announcing our sponsorship of the Indian contingent to the London 2012 Olympic Games
as „Olympic Partner‟.”
Amul has also sponsored programmes like Amul Masterchef and Amul Star voice of
Amul Maharani contest 2009 , AMUL MAHARANI CONTEST is an annual event specially
designed for the Indian women. Gujarat Cooperative Milk Marketing Federation Ltd., the
marketers of the AMUL brand, is conducted this contest. The contest aims at recognizing the
awareness and creativity among the Indian women.
The Amul Maharani Contest, is simple & exciting in format with high value attractive Gold
prizes and hundreds of Gift hamper prizes. This is becoming increasingly popular every year and
receiving over lakh entries.
Amul Chef Of the Year , is a contest held for promoting the product and scribble down recipes
using Amul product.
Amul also promoted Food Festival 2009.
Amul in sports events- Apart from sponsoring Indian team in London Olympics 2012, Amul
also sponsored Netherlands Cricket Team in World Cup 2011.
Amul sponsors Swiss Sauber F1 team at Indian Grand Prix
Asia’s largest dairy brand, Amul seems to have got the taste of global events. After having sponsored Netherlands’
cricket team in the ICC cricket world cup this year, the “Taste of India’ has decided to be the official partner of
Switzerland-headquartered Sauber F1 team at the inaugural Indian Grand Prix, which is slated to be flagged off from
“The Indian Grand Prix is a global event and Amul is India’s largest dairy and milk products maker. Considering the
global appeal, we at Amul thought that we should also associate with this global event,” said RS Sodhi, managing
director, Gujarat Co-operative Milk Marketing Federation (GCMMF), which owns and markets Amul brand of milk and
According to Amul, this association with Sauber F1 Team will enhance Amul’s global brand presence. Currently,
there is no food brand associated with any F1 team with on-car presence.
Source- Business Standards
Corporate Social Responsiblity
Amul Relief Trust
A devastating earthquake (Richter scale 7.9) hit Gujarat on 26th
January 2001. The epicenter of
quake was located in Kutch district. It caused the death of thousands of people, tens of thousands
were injured, hundreds were renedered homeless and damage of billion of rupees
GCMMF formed a specific organization named “Amul Relief Trust” (ART) under the
Chairmanship of Dr. V. Kurien in 2001 with a donation of Rs. 50 Millions for reconstruction of
the school buildings damaged in the 2001 earthquake in the Kutch area.
The Trust reconstructed 6 schools damaged by the above earthquake at a cost of Rs. 41.1
millions in Kutch area. Four of these schools started re-functioning from the last two academic
sessions and the other two schools from the current session.
A school reconstructed by Amul Relief Trust in the earthquake affected Ratadia Village in
Mundra Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Nana Asalia
Village in Mundra Taluka of Gujarat
A school reconstructed by Amul Relief Trust in the earthquake affected Moti Bhadai Village in
Mandvi Taluka of Gujarat
GREEN GUJARAT TREE PLANTATION CAMPAIGN BY MILK PRODUCERS OF
Amul Coops plant more than 311.98 lakhs trees
Milk Producer members of Gujarat Dairy Cooperatives- better known as AMUL have been
celebrating the nation‟s Independence Day in a novel manner by planting lakhs of saplings
across Gujarat and have taken up an ambitious plan to save the environment by planting trees,
making India green and thereby reducing the effects of global warming. The milk producers of
Gujarat Dairy Cooperatives are conducting mass tree plantation drive every year on
Independence Day for last five years. In last five years (2007 to 2011) the milk producers have
planted around 311.98 lakhs trees). The most striking feature of these entire programmes was
that it has been initiated by milk producer members of the dairy cooperatives. The unique fact
about the programme was that the milk producer members took up the oath to protect tree
saplings till it survives and grows into tree.
Over the years, due to intensive agriculture and dairying various natural resources are getting
consumed at faster pace in Gujarat state of India. The state level apex body of dairy farmers in
Gujarat gave a serious thought in this direction and discovered a novel idea for giving back to
nature. The idea was “one member one tree” plantation on our 60th
Independence day – 15th
August 2007.To put this idea in to the practice a design team constituting of representatives of
member unions were formed. The team accepted the idea by heart and immediately decided to
spread it among farmer members of village dairy cooperative societies. Then the idea was
communicated to farmer members and they all welcomed it and enthusiastically agreed to
implement the idea.
For smooth implementation of the idea, the design team chalked out the road map for various
activities. Execution teams were formed at district union level to give final shape and put the
plan in action. Village level coordinators were identified and they were trained to streamline
activity of tree plantation. Various awareness materials were prepared. Through various
communication media farmer members were made aware of benefits of tree plantation and tree
plantation activity schedule
The entire plantation activity was coordinated at all the three tiers of Anand pattern – at village,
district and state level dairy cooperatives. On 15th
August, 2007, after the flag hoisting
ceremony, each member took an oath to plant saplings and ensure that they grew in to trees.
Then individually they planted sapling on their own at their identified locations like their farm,
near their home, on Farm bunds, etc. They have taken necessary care to ensure that this sapling
survives and they also reported regarding the survival to village level coordinator and district
milk unions after five months. In this way, 18.9 lakh trees were planted on 15th
This was just the beginning. Henceforth, the Village Dairy Cooperative Societies of Gujarat as a
mark of respect for our nation decided to conduct such event on every Independence Day and
August (Independence Day) as a”Green Revolution Day by Afforestation to
Protect Mother Earth from Pollution, Climate change and Global Warming”.
But all this required immaculate planning and execution. An action plan of tree plantation
programme was drawn up months back in advance. After the identification of the chief
coordinator for each district milk union, the organization of a task force for the programme was
put in place. Roles and responsibilities were assigned to each member and area of operation
allocated. After preparing the overall action plan, each union issued a circular to the Dairy
Cooperative Societies regarding the programme and arranged meetings with the societies
covered. At the village level, coordinators were identified in respect of the villages to be covered
and the number of saplings required. Along with logistical arrangements direct contact was
established with different agencies for receipt of saplings. Pointwise methodology for
implementation of tree plantation programme on such a mass scale is as following.
Point wise Methodology of execution of programme is as following:
1. Member Unions were informed about the programme and channels of procurement of
saplings, almost six month before to scheduled date of programme.
2. Continuous follow up were taken from the member unions about the status of activities
planned for the programme.
3. A meeting on tree plantation programme was held at GCMMF Ltd., Anand almost a
month ago in which status of action plan was each Member Union was discussed at
4. Milk Unions identified the coordinator for the programme and organized a task force for
the successful implementation of the programme. The coordinator at Milk Union level
chalked out overall action plan for the programme and assigned roles and responsibilities
and area of operation to each member of task force.
5. Milk Unions (Mus) issued circular to their respective VDCSs (Village Dairy Cooperative
Societies) mentioning the entire activity and procedure planned for the celebration of the
programme. In circular details for milk producer members to make necessary
preparations like deciding the place, digging the pit, taking care of saplings etc. well in
advance were also provided. The circular was placed on notice board of VDCSs.
6. Mus task force members contacted & communicated about the concept to VDCS and
identified the village level coordinator and assigned them roles and responsibilities.
7. Mus Coordinator properly explored and communicated the saplings acquiring
sources/nursery details to VDCSs. They also ensured that saplings reach the VDCSs
before 3 days.
8. A press note was prepared by the coordinator of the programme at MU level and which
were given in the newspapers on a day before tree plantation to boost morale of producer
members and mentally prepare them for the execution of programme on next day.
9. At time of handing over the saplings to members from VDCS, the producer members
took oath to protect the saplings and accepted the responsibility for successfully growing
the sapling into tree.
10. On 15th
August, after the milk collection process, at a predecided time sirens at VDCSs
were sounded or other means like beating Thali/utensil, loudspeaker etc. were used to
facilitate the gathering producer members in time at predecided place in the village for
celebration of Independence Day in VDCS premises, common plot, school etc. After flag
hoisting ceremony, the tree plantation activity was executed by the producer members.
11. In many villages the milk producer members planted the trees after performing the Puja
(worship) of saplings before planting them.
12. To add 41ervor and enthusiasm in the programme at many places the Chairman,
Managing Director and Board of Directors of Member Unions participated in the
13. Next day after the programme on a post programme press note was prepared giving
details of the programme celebrations along with photographs. Similar such notes were
published in house magazines/ newsletters.
14. After the completion of the programme the MU‟s were asked to submit the report on tree
15. Mus conducted survey after 5 months to find out the survival rate of sapling under the
First tree plantation programme (15th
August, 2007) was carried out on “one member, One tree”
basis. Second tree plantation programme (15th
August, 2008) in which around 52.74 lakhs tree
were planted was conducted on “one member three tree” basis.
In year 2009 and in year 2010, in mass tree plantation programme around 84.24 and 83.5 lakhs
tree saplings were planted respectively. The programme was conducted on “One member, Five
tree” basis. Further, this year 2011 around 72.6 lakhs trees were planted, the programme was
carried out as per the same process and procedures followed in last year.
Hence, in last five years, milk producers of GCMMF planted around 311.98 lakhs tree
saplings in 21 districts of Gujarat. By doing so, milk producers of Gujarat Dairy
Cooperatives have shown their concern, awareness and commitment for betterment of
environment.Yearwise details of tree plantation and survival of tree saplings planted is as under.
Year of tree
No. of trees planted
No. of trees Survived
1 2007 18.90 11 58
2 2008 52.74 26 49
3 2009 84.24 38 45
4 2010 83.5 39 47
5 2011* 72.6 34 47
Total 311.98 148.122 47
*estimated (as survey for survival percentage of the saplings planted in year 2010 is ongoing)
According to statistics of Forest Survey of India considering on an average 30-40 cm diameter of
these trees, 106 trees would provide one hectare of green tree cover. Considering 47%
survivability of planted trees (based on post plantation survey data, around 148.12 lakhs out of
311.98 lakhs tree planted survived during last five years), when they fully grow up, would
provide additional 1,39,735 ha. Of green cover which is additional 6.41 percent forest cover of
Gujarat State of India.
This effort to provide green cover to the earth was also acknowledged when the state level apex
body of Gujarat Dairy Cooperatives – GCMMF received four successive prestigious
“SRISHTI‟s G-Cube Award”-2007, 2008, 2009 and 2010 for Good Green Governance in
the “Service Category”.
Further, “Amul Green” movement has also been awarded by International Dairy Federation for
best environment initiative in the “sustainability category” during the 4th
Conference held at Salzburg Congress Center, Austria on 28th
It has been estimated that when one tree is cut, in monetary terms there is loss or Rs.
33 lakhs (Oxygen worth of Rs. 5.3 lakhs, Land Fertility of Rs. 6.4 lakhs, Rs. 10.5 lakh for
reduction of pollution of atmosphere and Rs. 5.3 lakh towards Flowers / Fruits and
habitation to birds – animals). But the benefits that accrue to mankind when a tree is
planted cannot be measured in money and is priceless.
The producer members of GCMMF have really set an example for all the cooperatives
and other institutions to turn India green in the era of Global warming and environmental
When 3 million dairy farmers of Gujarat have planted more than 311.98 lakh trees in just
five years and are planning to plant more trees every year, they are doing an invaluable
– truly Amul – service to the society.
In an era of global warming, Amul is contributing its share in making Gujarat lush green.
In this way, the milk producers of Gujarat are ushering in a silent revolution of greening
Amul‟s Baby growth plan
One of the best public relation activities done by Amul is
designing the communication strategy for baby care and growth
collaborating with trained and professional doctors .
Amul‟s Baby growth plan included:
Changeover to solids
Prevention Of illness
Emotional Problems in infancy and childhood
Points to remember
Suggesting Names for baby girl and boy.
Amul has support of millions of Indians, and it encourages social views and express concerns. It
is the best way of engaging the brand with public. No one has done such activities to promote
their product .Many times Amul promoted their brand name in events and sponsored in many
sports events as well. Amul also encouraged woman to participate in diary cooperative socities.
To develop and enhance leadership qualities and skills among womens, Amul member unions
organizes three managing leadership workshop at Prajapita Brahmakumaris, Mount Abu,
Conduct annula general meetings and Hoshin Kanri meetings as well, Organizes Amul Yatra to
Target Market and Competitors
Amul diffrentiated its product with all other brands and substantially diffrentiated market
Following flow chart will explain the segmentation of Amul.
Amul target market mostly seven to twenty followed by 40- 50. After the most attractive
segments are selected, a company should not directly start targeting all the segments. The
attractiveness of the segment is also depending on other important factors. In the main activity of
defining target market, four sub activities are given which are the bases for deciding on which
segments are actually targeted.
There are 4 sub categories that defines the target segments.
Defining the abilities of the product and resources needed to eneter in the market
Analyzing competitors on their resource skills
Considering the company‟s abilities compared to competitors
Deciding the actual target markets
Amul has targeted their milk products to various segments of the market. Products like
Nutramul Energy Drink, Amul Kool Chocolate Milk,Amul Kool Flavoured bottle milk are
targeted for kids aged 4-16 specially school going. Products such as Amul Kool Milk Shake,
Amul Kool Milk, Amul Kool Café, Kool Koko, Nutramul Energy drink are mainly targeted
for the college going young people. Whereas, products such as Amul Masti spiced
buttermilk, Amul lasee , Amul Kool Thandai are targeted for specific season.
intensity for each segment
Define Target Market
Amul vs Nestle vs Mother Dairy: Indian Dairy Business
India has the largest and fastest milk producers in the market in the world. If the growth of the
sector is estimated to be in observation that in next ten years production will increase to about
three times today‟s number. India Produces milk with the lowest cost at around 40 cents per liter.
Amul, Nestle , Britannia, Motherdairy are some of the major companies that produce milk and
milk products in India. However , factors such as lack of adequate amount of fodder and
unavailability of veterinary doctors have reduced the yield of milk per animal.
Amul has stiff competition with these brands and we can analyse these companies to trace the
difference between the three.
Nestle SA(Switzerland) runs its subsidiary in India with the
name Nestle India. It has set up seven factories throughout the
country. Apart from India, Nestle SA operates in eighty five
other countries. Nestle originated in 1905 and it is named after
Henry Nestle. It grew rapidly during World War I .
Amul is based in Gujarat, owned by Gujarat Cooperative Milk
Marketing Federation (GCMMF) . It has won many awards
includes Rajiv Gandhi National Quality Award and
Ramakrishna National Quality Award.
Mother Dairy is owned by National Dairy Development Board
(NDDB). It was established in 1974 .
More over its Quality Assurance Laboratory is certified by
National Accredition Board for testing and caliberation
laboratory (NABL) department of science and technology ,
Nestle Offers its products in four categories viz Milk Products and nutrition prepared dishes and
cooking aids , beverages and chocolates and confectionaries products. Milkmaid, Nescafe,
Maggie, Everyday, Polo, Kit-Kat are some of its very famous brands.It has total six thousand
Amul delivers Milk, Butter, Ghee, Icecream,Cheese, Milk drink, Amul PRO, Curd (Amul Dahi)
etc. Its turnover is 67.11 billion in 2008-09. It has more than 500 products in the market and has
greater demand all the time.
Mother Dairy on the other hand , in addition to its milk products, it offers the Dhaara- range of
edible oils and Safal- range of organized fruit and vegetable business in Delhi NCR where it sells
300 MT /day through a network of 350+ executive retail outlets.
Production & Earnings
In 2009, Nestle recorded a net profit of CHF $10.43 billion. Amajor portion of this came from
Europe and America, with 16% coming from Asia. Mother Dairy markets around 2.8 million
liters of milk everyday with a market share of 66% in the branded sector . It has its main market
share in Delhi, Hyderabad,Saurashtra, Mumbai. Amul has milk handling capacity of 11.2 million
liters per day and recorded sales turnover of $ 1504 million (US) IN 2008-09.
With the above comparison the following three brands are complimentary to each other but has
some limitations to expand the market. Amul not able to expand their product range from
chocolates and health drinks , whereas Nestle was not able to gain maximum sales in milk
powder Everyday which is dominated itself by Motherdairy. Motherdairy though they have
largest market share in curd and Milk products but due to geographical limitations they fail to
become a well known global brand, despite of their SAFAL outlets in Europe and other parts of
Amul, Nestle and Mother Diary share a common background of farm produce but diversified
market that make them unique with their product differentiation and USP. Amul infact make
people aware of their brand name regularly through their topical advertisements , but
simultaneously lost some market share with stiff competition of Mother Diary which is more cost
effective. Nestle always had a dominant side of snacks and cooking aids such as Maggie and
Milkmaid . But as in others Nestle also falter in their health drinks range and that it faced stiff
competition with Boost and Horlicks early in 1990‟s , Milo‟s marketing techniques were so
vibrant that it pick up sales so rapidly but unfortunately it lost its pace and swept away by other
Other Rivals are also create challenges to these brands other than challenge to each other.
Britannia, Cadbury, Glaxosmithkilne (Horlicks), Paras, Bru, TATA tea etc.
These brands are dominating one type of brand rather than Amul, Nestle and Mother Dairy.
Cadbury is dominating the world of chocolates and health drinks as well . Amul has failed to
establish a brand name in chocolates because it is dominated by Cadbury dairy milk with largest
market share and this possible to be a challenge for Amul.
Secret behind Amul‟s success on July 1 2009:
One of India‟s most successful organizations, Amul has been ranked among the largest dairy
business in the world by International Farm Comparison Network(IFCN). The IFCN analyses
global dairy trends and guides the stakeholders in the dairy sector in over 80 countries. Amul has
been ranked at number 21 in the world based on milk production during the year 2007.
With the seller growth pace that it has set, Amul is likely to move up the ranking this year. The
other dairy business includes in the ranking are Fonterra, Campina & Friesland, Dairy Farmers of
America, Arla Foods, Dean Foods etc.
The white revolution heralded by Amul under the leadership of Dr. Vergheese Kurien boosted
India‟s Milk Production.
India‟s Milk production has hit 114.4 million MT making it largetst milk producers in the world,
ahead of United States Of America and Germany.
Many believe that the charm lies in the catchy lines, because the humour is what anybody would
enjoy. They don‟t pander to your nationality or certain sentiments
They don‟t pander to your nationality or certain sentiments. It is pure and simple and every day
The Amul Pattern has established itself as a uniquely appropriate model for rural
development. Amul has made India one of the largest milk producers in the world.
Amul, therefore, is a brand with a difference. That difference manifests itself in a larger
than life purpose. The purpose – freedom to farmers by giving total control over
procurement, production and marketing.
Finally according to the website Amul.com “Amul brand is not only a product, but also a
movement. It is in one way, the representation of the economic freedom of farmers. It has given
farmers the courage . To hope. To live.
The research problem is Feasibility or possibility of Amul to be an independent brand name in
Chocolates and effective communication and public relation activities to promote their image in
the product. Every time Amul product is advertised under butterly girl and it is not always
possible that the umbrella strategy and topical cartoons works. It is critical to define Amul
marketing and communication strategy. They have used umbrella strategy to communicate to the
whole masses and as a barnd they are conscious about it but how they can pierce through the
diverse market segments with different needs and wants , with several products under them.Only
few products have good sales turnover , but other products such as Chocolates, Sweets (Gulab
Jamun) are far dominated by domestic and international brands.
Amul has not known for vibrant marketing giant but they produce some of the finest product on
the list, they lack some of the best strategies that adopted by their rivals. Lack of control of
yield, if we consider , the control of milk yield they are the world‟s largest and leading market in
milk production. With so many new comers entering in the country competition becoming
tougher day by day , so it is a challenge for Amul.
In the research problem the key issues discussed here how Amul uses communication strategy to
present a position in the market.
Scope of study
The following research study talks about different communication strategies of Amul during the
past and analyzing the strategy during the years adopted by them. Further how Amul had long
vision to have a market positioning. As a student of public relations it is one of the best method
to understand the different public relation strategies that made them identified in the market.
The following point will clarify further
To study the various communication strategies adopted by Amul
To study the facets of Amul products
How Amul positioned their brand
To analyze the competition graph of Amul
To analyze the plans and schemes.
Source of data collection
The information collected from the presentations and blogs and official websites and from books,
the following source for online data collection are as follows:
http://www.scribd.com/doc/52993273/amul-branding, http://amul.com/, Public Relation
management a comprehensive insight by Ajit Pathak ISBN 81-8430-038-7,
Choice of research design
The research design is systematically arranged for the case study, which explains the strategies
adopted by Amul . Case study,a form of qualitative descriptive research that is used to look at
individuals, a small group of participants, or a group as a whole. Researchers collect data about
participants using participant and direct observations, interviews, protocols, tests, examinations
of records, and collections of writing samples. Starting with a definition of the case study, the
guide moves to a brief history of this research method. Using several well documented case
studies, the guide then looks at applications and methods including data collection and analysis.
A discussion of ways to handle validity, reliability, and generalizability follows, with special
attention to case studies as they are applied to composition studies. Finally, this guide examines
the strengths and weaknesses of case studies.
Research instruments used
Websites and presentations as a research instruments for the source for collection and
authentication datas, clinically proven for the fact that all the instruments were used are correct
justification of the research purpose .
The following justification of the research instruments.
Analytical level study
Descriptive level study
Delebrative level study
The analytical element of the study includes the interpretations and meaning are drawn from the
study , stated and presented in depth so that it canbe easily understood in the context of history of
the company , the innovation and how it emerged and why.
Descriptive element of the study description of events ie. Public relation activities and other
Delibrative elements of study brought about the changes during the years and negotiations made,
Demand profile- absolutely optimistic
Margins- quite reasonable
Flexibility of product mix- Tremendous , with balancing equipment you can keep on adding to
your product line
Availability of raw materials: abundant . Presently , more than 80% of milk produced is flowing
to the unorganized sector.
Strong communication- The above points contributes to strong communication networks
Topical advertisement- it is the biggest strength of Amul of its advertising strategy and
associating with its legacy with the help of public relation activities.
Product Quality- As said above paragraphs, Amul‟s world class products are famous around the
world and that is the reason it has strong market force.
Engaging- Amul always connects with present scenario
Competition- with so many new comers in the market entering in this industry, competition is
becoming tougher day by day. But then competition has to be faced a ground reality. The market
is large to carve out their niche.
Consistency- Amul lacks consistency in advertising and not vibrant kind of advertising, Amul‟s
public relation activities are also very less frequent, sponsoring of events are also once in awhile,
even the London Olympics sponsoring Indian team was not on large scale .
No specific targets- Amul lacks specific targets that they want to communicate they are unable to
satisfy the huge customer needs at regular intervals.
No clarity with brand- Amul infact was able to position their market with mascot of utterly
butterly but they hardly utilizes much physically, not much large hoardings in number, no clarity
with brand‟s identity in each of the topical ads , everytime covers some topics that has brand‟s
views with the presence of the utterl butterly girl , but it is not sufficient to have a consistent
market position , people fail to understand the products true identity.
No new sponsorship and promotional publicity – Amul hardle does any public relation activities
onceor twice not regular and it can be a huge threat for them.
“ Failure is never final, and success never ending”. Dr.Kurien bears out this statement perfectly.
He entered this industry when there were only threats. He met failures head on and now he is
clearly an example of „never ending success‟! If dairy entrepreneurs looking for opportunities in
communications and marketing is to develop a brand loyalty among customers , packaging and
Key potential areas of value addition:
Steps should be taken to promote Amul products regularly in the market to create an awareness
and brand recall.
This will lead to greater presence and flexibility in the market place along with the opportunity in
the field of brand building.
Steps should be taken seriously on public relation strategies, how better Amul can use their
„Utterly Butterly‟ girl in promoting brand. Conducting CSR events and advertorials, newspaper
articles , Awards etc.
Create an active social media platforms to engage with customers with regular updates in
Twitter and Facebook pages .
Excellent opportunity in sponsoring the events and cookery shows also. There is a need to have a
constant upadate of activities and events conducted by Amul.
Milk Vendors, the unorganized sector: Today milk vendors are occupying the pride of place in
the industry. Organized dissemination of information about the harm that they are doing to
producers and consumers with respect to product quality and for profit margin.
The study of this SWOT analysis shows the „strength‟ and opportunities‟ far outweigh
„weakness‟ and threats. Strength and opportunities are fundamental and weakness and threats are
transitory. Any investment idea can do well only when you have three essential ingredients :
entrepreneurship (the ability to take risk), innovative approach (in product lines and marketing)
and values (quality and ethics).
The Indian diary industry, following its delicensing has been attracting large number of
entrepreneurs. Their success depends on factors such as an efficient economy, procurement
network, hygiene , cost effective facilities and innovativeness in the market place. All the need is
to be done is: to innovate, convert products in to commercially exploited ideas. All the time keep
reminding yourself. The market need to be captured by good communication strategies. Ability
to attract customers with good public relation strategies.
Public Relation strategies
Amul as a brand , organize press conference on various activities that they are doing
publish news stories, conduct interviews conduct exhibitions
Develop a concept that Amul can directly associate with people and create advertising
that Amul is the part of their family for long years.
Sponsor more sports events and teams, try also in Moto GP events also.
Conduct stage shows , samples , inserts, pamphlets, flyers for various new products
launched and existing as well.
Amul has done great to the extent that they are in market, but there are some threats for them ,
Amul has even never compromised with their products quality and that could be highlighted in
their advertisements and corporate films to attract investors and cutomers.
Amul in advertising:
Advertisements should be made in such a manner that they had a strong brand recall
They should have used more attractive jingles in their advertisements
Rather than advertisements covering all products they should focus on single product
advertising . Because if it tries to advertise all the products then it leads to advertisement
As we can see the advertisements are not as humorous and not having pun to that extent
as we can see in Hoardings.
Advertisement fails to touch the heart of customers, add some more pun and humourus
and emotional copy in int.
Use celebrities for endorsement.
Hoardings should be more creative and eye catchy
Billboards should be more and attractive that can have a better reach
Use more topical ads of mascots connecting with the products
Make sure that your hoarding should be understandable and pleasing.
Use more social media platforms regularly
Regular updates on twitter pages
Conduct contest and special offers , users comment is important
Generate a favorable content that engage users
Add daily videos in YOUTUBE about the activities
Try and change the perception of people through word of mouth about Amul
There is a need to give advertisement only to memorize
Company should take care of packaging and marketing segments
Company should be more active in public relation activities .
Company should do vibrant advertising regularly to have a brand reacall
Built community relations and more CSR‟s
This brings to the end of my project report. I hope that I have been able to bringforth the
point for which I had undertaken the project . They had put much efforts on creativity.
Amul is one of the successful business houses and other companies should learn from
them that how to do their business in corporate social responsibility manner. This shows
that Amul uses only 1% of its turnover for promotions. This shows that it is not necessary
to spend millions on promotions when you have creativity. Amul brand management
strategy is effective with the help of effective advertisement of the utterly butterly girl, its
longest advertisement and longest campaign in 1967, as it was effective and also reflected
in its sales of Amul butter which was jumped from INR 1million in 1967 to 5 billion in
2007. Over the last 40 years , the basic structure of the campaign has remained the same
with the Amul girl holding out her favorite packet of butter. Amul sales doubles every
year, the biggest headache is its marketing communications and supply chain. Amul‟s
umbrella branding and direct marketing gives a good platform to build for the growth of
business of Amul.