A Brief History
•Amul the co-operative registered on 1 December 1946 as a response to the exploitation
of marginal milk producers by existing dairy, the Polson dairy.
•Angered by the unfair trade practices, the farmers of Kaira approached
Sardar Vallabhai patel under the leadership of local farmer leader Tribhuvandas patel.
•A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)
•Spurred the white revolution of India, which has made India the largest producer of
milk and milk product in the world.
•Overseas market Mauritius, UAE, USA, Bangladesh, Australia.
•Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–
2006), is credited with the success of Amul.
•In June 2013, it was reported that Amul Dairy, had signed a tripartite agreement to start
a dairy plant in Waterloo village in upstate New York.
AMUL means “priceless” in Sanskrit. The brand name “Amul”,
from the Sanskrit “Amoolya”, was suggested by a quality control
expert in Anand.
What is AMUL?
Amul’s vision is to provide more and more satisfaction to the farmers, their customers,employees
“we the motivated and dedicated workforce at amul are committed to produce wholesome and
safe foods of excellent quality to remain market leader through development of quality management system,
state of art technology, innovation and eco-friendly operations to achieve delightment of customers and milk
People who need milk and milk products for day to day use
Lower, Middle and upper middle class families
An Indian brand producing superior quality products
High brand equity and top of the mind brand
Strong network of over 3 million milk producers
World’s largest manufacturer of pouched milk
India’s largest food brand, trusted for its quality
Number of popular milk products like ice cream, ghee, butter, paneer, dahi,
Products available at affordable price
Market leader in butter segment
Responsible for white revolution in India
Successful advertising and marketing campaigns
Strong network of Amul retail outlets, stalls and parlours
A popular mascot in the Amul girl.
• 1.Low market share in chocolates segment
2.Strong competition from international & domestic players in
the ice cream segment means limited market share.
• 1.Introduce new products in the chocolate segment
2.To tap the untapped market, increase its reach in rural
3.Rise in purchasing power of Indian people
• 1.Strong competition from international players
2.Economic slowdown and inflation
The moppet who put Amul on India's breakfast table
When it was first launched, Amul's sale figures have jumped
from 1000 tonnes a year in 1966 to over 25,000 tonnes a year
in 1997. No other brand comes even close to It. All because a
thumb-sized girl climbed on to the hoardings and put a spell
on the masses.
Amul ads, relating to day-to-day issues.
These were popular and earned a Guinness
world record for the longest running ad
campaign in the world.
Moving consumers to loose milk to packaged milk and
gradually move them up the value chain ( tetra pack to
1. Product Positioning Strategy
•India‟s first Pro –biotic Wellness Icecream & sugar free
delights for diabetics.
•Amul launches “ Fresh Paneer free from harmful chemicals.
•Low priced Amul Icecreams made Kwality Wall „s life hell.
• 3. Effective Segmentation
• Wide range of product categories caters to consumers
across all market segments.
Eg:- Amul Kool is targeted at childeren, teenagers prefer
Kool Café as it has a cool imagery associated with it.
4. Changing the Retail Environment
Striking out on its own with AMUL outlets or parlours to deliver consumers
total brand experience.
5. Product Repositioning
Amul marketed bottled water named “Jaldhara”
due to its less potential in the market
and launched “ Narmada Neer”
6. Product Overlap
Amul processed cheese vs. cheese spread
Nutramul Energy Drink vs. Amul Kool
7. Product Design Strategy
“Whether to offer standard or customized products.”
Amul has offered a mix of both standard & customized products.
Use of Utterly-Butterly Girl:
Using since 1967.
Entered in the Guinness Book Of World Records for being
the longest running campaign ever.