2. What is ?
3. Abbreviations & Important
AMUL- Anand Milk Union Limited.
GCMMF- Gujarat Co-operative Milk
Marketing Federation Ltd.
FMCG- Fast Moving Consumers Goods
Dr. Verghese Kurien -Founder-
chairman of the GCMMF.
“In today‟s brand strategies, the word „anticipation‟ becomes
more important than „prediction‟. We no longer havethe
luxury of being reactive, we need to address not only the
definite needs of consumers, but the unclear needs as well.” But
when it comes to our basic needs ,consumer wants to believe on
a single brand if it provides them full value of their money.
Such a brand which provides its customers a feeling of full
satisfaction is AMUL. The brand name Amul means
“AMULYA”. This word derived from the Sanskrit word
“AMULYA” which means “PRICELESS”. A quality control
expert in Anand had suggested the brand name “AMUL”.
5. Amul products have been in use in millions of homes since 1946. Amul
Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul
Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice
cream, Nutramul, Amul Milk and Amulya have made Amul a
leading food brand in India.
The Milk Cooperative companyAMUL is the sole indian brand & the
most popular brand in FMCG sector. Also , AMUL is ranked No.1
dairy brand not just in India but across the Asia Pacific regions &
competing with global brands like Dutch , Dumex , Anchor etc . It
was listed 4thIndia brands for 2009 & 2010 as well.
This study comprises of Qualitative research work on various
Branding Strategies adopted by AMUL .It is all about exploring
issues understanding phenomena & answering questions. While
there‟s a whole industry involved in it persued qualitative research
also happens in nearly every workplace & study environment,
Among the traditional milk products, ghee is the only product, which
is currently marketed, in branded form. main ghee brands are
Sagar, MilkMan (Britannia), Amul (GCMMF), Aarey (Mafco Ltd),
Vijaya (AP Dairy Development Cooperative Federation), Verka (
Punjab Dairy Cooperative), Everyday (Nestle) and Farm Fresh
7. Product line of AMUL
Bread spreads :- Pure Ghee :-
Amul Butter Amul Pure Ghee
Amul Lite Sagar Pure Milk Powders :- Sweets :-
Low Fat Bread Ghee Amul
spread Amul Cow Ghee Amul Full Shrikhand &
Amul Cooking Cream Milk Amrakhand
Delicious Amul Mithaee
Margarine Amulya Dairy Khoya
Sagar Amul Basundi
Sagar Tea and
8. Fresh Milk :- Curd Products Amul Icecreams :-
:- Royal Treat Range (Butterscotch,
Amul Taaza Toned Rajbhog, Malai Kulfi)
Milk 3% fat Yogi
Sweetened Nut-o-Mania Range (Kaju Draksh, Kesar
Amul Gold Full Flavoured Pista Royale, Fruit Bonanza, Roasted
Cream Milk 6% fat Dahi (Dessert) Almond)
Amul Shakti Amul Masti Nature's Treat (Alphanso Mango, Fresh
Standardised Milk Dahi (fresh Litchi, Shahi Anjir, Fresh Strawberry,
4.5% fat curd) Black Currant, Santra Mantra, Fresh
Amul Slim & Trim Amul Lite Dahi
Double Toned Milk
Sundae Range (Mango, Black Currant,
1.5% fat Amul Prolife Sundae Magic, Double Sundae)
Skimmed Milk 0% Assorted Treat (Chocobar, Dollies,
fat Frostik, Ice Candies, Tricone,
Chococrunch, Megabite, Cassatta)
Amul Cow Milk
Utterly Delicious (Vanila, Strawberry,
Chocolate, Chocochips, Cake Magic)
Amul Sugar Free Ice cream
9. The moppet who put Amul on India's breakfast table
50 years after 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 Amul girl was the brainchild of SylvesterdaCunha, the managing director of the
advertising agency AS. The ads were designed as a series of hoardings with designs
relating to day-to-day issues. The brand recall for the Amul girl is phenomenal
across India today. And the biggest reason for this is the topical nature of the
ads.The Amul ads have witty one-liners which capture relevant events that have
caught the fancy of the nation.
15. Not only this, very innovatively AMUL presented its new brand strategy--
The utterly butterly girl to come alive! On Mumbai, Dec 29, 2000: After
becoming everyone's favourite little "utterly butterly delicious" girl
through print and television ads, the Amul Butter Girl came alive!
The search for an Amul Butter Girl and an Amul Cheese Boy ended in
January 2000, when the Gujarat Cooperative Milk and Marketing
Federation(GCMMF) announced the real life Amul Butter Girl and Amul
Cheese Boy through a national Amul Surabhi search contest.
Acknowledged GCMMF's assistant general manager RS Sodhi: ``The
contest was meant to generate enthusiasm among students in every village
and town. This also helped Amul's brand building exercise.''
16. Trivial Strategies
At the time when AMUL was formed , consumers had limited purchasing power &
modest consumption levels of milk & other dairy products . thus AMUL
Low-Cost Price strategy
Low Cost Price Strategy was adopted to make the product affordable & alluring to
consumers by guaranteeing them value for money. The main aim of Amul is to
provide quality products to the consumers at minimum cost. The goal of Amul is
to provide maximum profit in terms of money to the farmers. Low cost of
production of AMUL: Milk production is scale insensitive and labour intensive.
Due to low labour cost, cost of production of milk is significantly lower in AMUL.
17. Moving consumers to loose milk to packaged milk and
gradually move them up the value chain ( tetra pack to
Being exposed to a brand , it is natural for a customer to use
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.
18. 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.
Segentation is not as easy as in Curd and low fat products due to mixed
audiences, culnary applications. Eg:- Ghee , Butter & Cheese.
In India, the most used spread is Ghee, than butter , cheese , low fat butter ,
margarin, cheese spread & mozzarella cheese.
19. 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
20. Product Overlap (continued …)
Health & price conscious
Sagar is affordable whitener for .
health conscious one.
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.
22. Other Promotional
Strategies STAR Voice of India
Amul Master Chef India
Amul Maharani Bano Contest
Amul Chote Ustaad
Amul Music Ka Maha Muqabla
Amul Food Maha Challenge.
Cafe Amul is a Casual Dining
Restaurant in a pleasant
ambience which offers
scrumptious delicacies in
, sandwiches, sundaes etc.
GCMMF that owns Amul , Asia’s largest milk brand
realized that with the changing lifestyle & increased
awareness about health issues , there has been a
discernable shift towards health based drinks from
carbonated drinks. To utilize the potential of flavoured
milk, butter milk & other milk based beverages that have
an age old tradition in India. By identifying the targeted
teenagers & youth , who were biggest consumers of colas
& aerated drinks. The New variants of the brand were
advertised through major national channels with special
focus on youth oriented TV channels like MTV & Cartoon
Network . By identifying the trend & introducing variants ,
Amul has been emerged as the fastest growing brand in
24. Suggesstions &
Recommendationscities, towns and
Focus on retail expansion in Indian
villages – increase branded Amul parlours to capture the
consumer attention and keep the competition at bay
Amul can venture into offering low-fat versions of its
products as it would help capture the hearts of second and
third generation Indians in US & Global Market
Amul can venture out on new products like dairy based
sweets, baby food products
Amul must try to understand the cause of certain products
like Amul basundi, gulab jamoon, and chocolates etc not
being very popular. Amul need to take up thorough market
research and work on improving these products
Though Amul’s hoardings are a huge success, it can
penetrate even better in the rural areas by advertising
actively through the media viz cable channels and
newspapers. Sponsoring more shows on TV, sports events
can be of great help.
26. Referencess ……….
1999 Indian Express Newspapers (Bombay) Ltd.
Article by Mini Varma published in The Asian Age on March 3, 1996