What is ? World’s Largest pouched milk brand Largest food brand in India
Abbreviations & ImportantTerms 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.
Introduction “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”.
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.
ResearchThis 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, nearly everyday..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 (Wockhardt).
Product line of AMULBread spreads :- Pure Ghee :-Amul Butter Amul Pure GheeAmul Lite Sagar Pure Milk Powders :- Sweets :-Low Fat Bread Ghee Amulspread Amul Cow Ghee Amul Full Shrikhand &Amul Cooking Cream Milk AmrakhandButter PowderDelicious Amul MithaeeMargarine Amulya Dairy Khoya Whitener Gulabjamaun Sagar Amul Basundi Skimmed Milk Powder Sagar Tea and Coffee Whitener
The moppet who put Amul on Indias breakfast table50 years after it was first launched, Amuls 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.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.
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 everyones 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 GCMMFs assistant general manager RS Sodhi: ``The contest was meant to generate enthusiasm among students in every village and town. This also helped Amuls brand building exercise.
Trivial StrategiesAt the time when AMUL was formed , consumers had limited purchasing power & modest consumption levels of milk & other dairy products . thus AMUL adopted:-Low-Cost Price strategyLow 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.
Moving consumers to loose milk to packaged milk and gradually move them up the value chain ( tetra pack to beverages )Being exposed to a brand , it is natural for a customer to use more products.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 SegmentationWide 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.
4. Changing the Retail EnvironmentStriking out on its own with AMUL outlets or parlours to deliver consumers total brand experience.5. Product RepositioningAmul marketed bottled water named “Jaldhara”due to its less potential in the marketand launched “ Narmada Neer”6. Product Overlap• Amul processed cheese vs. cheese spread• Nutramul Energy Drink vs. Amul Kool
Product Overlap (continued …)Powdered Milk Health & price conscious VsSagar 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 beingthe longest running campaign ever.
Other PromotionalStrategies STAR Voice of India Amul Amul Master Chef India Amulya Surabhi 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 pizzas, burgers , sandwiches, sundaes etc.
Conclusion 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
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.
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