Dheeraj Agrawal's document discusses Amul, an Indian dairy cooperative. It provides details on Amul's history, founding in 1946. Amul has established itself as a model for rural development in India. It is one of the largest manufacturers of milk and dairy products in the country. The document also discusses Amul's vision, mission, objectives, brands, products, competitive advantages, and the success of its mascot, marketing strategies, and robust supply chain management.

1. NAME: DHEERAJ AGRAWAL
DIV.: C
ROLL NO.: 11
ENROLL NO.: 147110592023
SUBJECT
MARKETING MANAGEMENT
PARUL INSTITUTE OF MANAGEMENT &
RESEARCH

2.  Amul (anand milk union limited) formed in 1946 is a dairy cooperative
movement in India.
 The word Amul is come from Sanskrit word “ AMULYA” means “Priceless
Or Very Rare”,
 The Amul pattern has established itself as a uniquely appropriate model
for rural development.
 Amul's product range includes milk powders, milk, butter, ghee, cheese,
curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns,
basundi, nutramul brand and others.
 Amul is one of the largest milk and milk based products manufacturer in
India.
 Known to be the founder of the white revolution in India.
 Amul has some strong products and brands up its sleeves, strongest of
them being Amul ice cream.

3. VISION:
 Liberate our farmers from economic cooperation and
lead them to prosperity.
MISSION2020:
 Dairy cooperatives of Gujarat turnover of Rs. 27000
crores by the year 2020.
OBJECTIVE:
 Is to ensure that the maximum share of the
consumer’s rupee goes back to the milk producers.

4. BRAND PERCEPTION
 It is one of the most trusted brand of India in dairy products
With its taste, quality and value oriented services.
POSITION
 Amul has Maintained its Position in the Market by practicing
following points:
◦ USP – Quality with Affordability.
BRAND PROMISE
 The product promise to give the best quality food at
reasonable price.

5. COMPETITIVE ADVANTAGE OF AMUL
1. SUPPLY CHAIN.
2. WIDE PRODUCT PORTFOLIO.
ANY TIME MILK (ATM) MACHINE
 Amul has installed a "Any Time Milk" machine which
dispenses a 300-ml pouch of fresh milk for Rs 10, at Anand's
Amul Dairy. As a first step, Amul plans to install six such
ATMs in Anand itself. According to Rahul Kumar, MD of
Amul Dairy, Amul wants to add a whole range of dairy
products, which could be dispensed through these machines.

6. ORIGIN:
 The Amul girl was created as a response to Amul's rival brand
Polson's butter-girl. The idea was conceived in 1967 once ASP
(Advertising, Sales and Promotion) clinched the brand
portfolio from the previous agency FCB Ulka. It was executed
by Sylvester Da Cunha, the owner of the agency and his art
director Eustace Fernandez on hoardings, painted bus panels
and posters in Mumbai.

7. DEVELOPMENT:
 In 1966, Amul decided to give their account to the Advertising
agency called Advertising and Sales Promotion (ASP) to work
on their ad campaign. Sylvester da Cunha, then the managing
director of the agency and Eustace Fernandez, art director
decided to create something that would grab the attention of
every housewife in the country.
 Dr. Varghese Kurien, then chairman of the Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF)
suggested a mischievous little girl as a mascot with two
requirements. It had to be easy to draw and memorable as
most of the advertising would be outdoor media which
required hand painting in those days and the hoardings had to
be changed frequently.

8. CONTROVERSIES:
 In 2001, Amul run an ad campaign criticizing the Indian
Airlines strike, whereupon Indian Airlines threatened to stop
offering Amul Butter on their flights unless the ads were
pulled.
 Another ad during the Ganpati Festival which said, Ganpati
Bappa More Ghya (Ganpati Bappa take more). The Shiv
Sena party said that if the ad wasn't removed, they would
come and destroy Amul's office.
 There have been some laughable protests as well. When they
wrote ‘Satyam Sharam Scandalum!' for Satyam Computer
Service's disgraced Chairman Ramalinga Raju, he says, “We
got a formal letter from the Satyam Board threatening us with
dire consequences: all their employees would stop eating
Amul butter!”.

9. 1. Quality
2. Pricing
3. Product Portfolio
4. Supply Chain Management
5. Advertising Strategy
6. Mascot & Taglines
7. Umbrella Branding
8. Social Responsibility

10. ELEMENTS
NAME
URL
JINGLES MASCOT
LOGO
TAGLINE

11. SUCCESS
ROBUST SUPPLY
CHAIN LOW COST
STRATEGY
DIVERSE PRODUCT
MIX
STRONG
DISTRIBUTION
NETWORK
TECHNOLOGY & E initiative
BRAND VALUE
OF AMUL
REASONS FOR SUCCESS OF AMUL

13. So the success of the amul can be based on
its quality, advertising strategy, wide product
portfolio & its strong distribution network.