Amul is a dairy cooperative brand in India jointly owned by milk producers. It was formed in 1946 in Gujarat and now has over 2.6 million milk producers. Amul spurred India's white revolution, making India the largest milk producer globally. Key figures behind Amul's success include Dr. Varghese Kurien. Amul is known for its high quality dairy products at affordable prices and uses the tagline "Utterly Butterly Delicious" to promote its brand.

1. Presented By:
Puneet Mahajan
CU Jammu
1500712

3. • Formed in1946 ,is dairy co-operative movement in India.
• A brand name managed by Gujarat Co-operative Milk
Marketing Federation(GCMMF)
• Jointly owned by 2.6 million milk producer in Gujarat.
• 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. Varghese Kurien former chairman of GCMMF is the man
behind the success of Amul.

4. AMUL means “priceless” in Sanskrit. The
brand name “Amul”, from the Sanskrit
“Amoolya”, was suggested by a quality
control expert in Anand.

5. • The Tagline / Slogan:
“The taste of India”
• The Jingle:
Utterly, butterly, delicious…..Amul
• The Character / Mascot:
The Amul moppet has been the mascot of Amul since
1967, sporting a young girl in red polka dot frock with
'utterly butterly delicious’ jingle.

6. Value Preposition
• Functional – Quality, Variety of products, Range of
Products.
• Emotional – It attracts people Emotionally with launching
various products like Energy Drinks, Sugar free Products
for health conscious people.
• Economical – The Price of Amul Products is Equivalent
to its quality. The fresh products which Amul deliver in
reasonable prices is one of the Economical Propositions
of Amul.

7. • USP – Quality with Affordability
• USP of Amul is its “TASTE”

8. • Amul has very strong marketing channel.
• The GCMMF has a network of more than 3500
distributers and more than 5 lakh retail outlets.
• More than 2.8 million farmers of 12 districts are
operational
• Amul has 47 depots

9. Collection Chain
Supply Chain
Weighing the milk
Determination of fat content
Calculation of the purchase price
Storing the milk
Processing the milk
Distributing the milk
Amul Strategy

10. Farmers
Village
Cooperative
Societies (with
Chilling Units)
Village
Cooperative
Societies
(without Chilling
Units)
Local
Restaurants/Other
Milk related
businesses
Milk Sold to
Village &
Local Residents
Milk Processing
Union &
Warehouses
Warehouses
Wholesalers/C&S
Retailers Home Delivery
Contractors
CONSUMERS
Network
Services
* Veterinary
Services
* Animal
Husbandry
* Animal
Feed Factory
* Milk Can
Producers
* Agriculture
University
* Rural Mgmt
Institute
* Trucking
Facilities
Chilling Plants
CONSUMERS
AMUL SUPPLY CHAIN

11. • Amul Maharani contest: In this contest questions about
Amul are asked..

12. • AMUL sponsored the Singing Competition AMUL Star
Voice of India, Music ka maha mukabla

13. • MASTERCHEF INDIA

15. • Amul has portrayed its image as a symbol of dairy
products. Amul is one of the leading food brand of INDIA
and also a proven model for dairy development.
• Amul has maintained its identity with its MASCOT and
also with its tagline “Amul the taste of INDIA”
• It is one of the most trusted brand of India in dairy
products. With its taste, quality and value oriented
services.

16. The Amul Range

17. Product Range Brand Name
Liquid Milk (nine varieties)
Milk Powders (five varieties)
Butter
Ghee (two varieties)
Bread Spread
Cheese (three varieties)
Cocoa Products (two varieties)
Sweets (three varieties)
Ice Cream (several varieties)
Condensed Milk
Edible Oil (nine varieties)
Mineral Water
Fruit Drinks
Panel E: Number of Brands
Liquid Milk: AMUL, SAGAR
Milk Powders: Amulspray,
AMUL, SAGAR, Amulspree,
Amulya
Cocoa Products: AMUL,
Nutramul
Edible Oils: Dhara, Lokdhara
Mineral Water: Jal Dhara
Fruit Drinks: Safal

18. Physique :
Taste, Quality
Personality :
Simple, Indian
Self-Image :
Proud Indian, Fun loving
Reflection :
Value Oriented
Culture :
Co-operative, Sharing
Relationship :
Sociable
?

25. • Biocon has made failure a part of its risk management
strategy.
• Mazumdar-Shaw says, “The important thing is to learn
from that failure and give it another go.”
• But she warns, “You might finally have to give up.”
• Like in the case of the protein fusion experiment, if the
third approach in the protein fusion program had not
worked, Biocon was ready to give it up.

26. • Partnerships – both for marketing and research - are an
integral part of Biocon’s strategy.
• Some of its partners include Mylan, Amylin, IaTRICa Inc,
Vaccinex, Pfizer and Optimer.
• To make partnerships work, the most important thing to
do is to have a clear set of expectations from each other
with very clear descriptions of roles and responsibilities.

28. • Divided their business into 3 units that are collaborative
with each other and at the same time they are individual
in nature.
• SYNGENE{Pre-clinical Discovery}
• CLINIGENE{Clinical Development}, and
• BIOCON{Commercialization}

29. • Scope of R&D and Manufacturing operations increases.
• Facilitates new product discovery.
• Driving more innovation.
• Accelerate growth.
• Facilitate the delivery of product in time.

31. Thank you….