Scribd Logo
Upload

Welcome to Scribd!

  • 45 views

    Parul Institute of Management & Research

    Uploaded by

    Jhilik Pradhan
    This document contains information about Dheeraj Agrawal's marketing management subject details, including his name, division, roll number, and enrollment number. It then provides information on Amul, including its founding, vision, mission, objectives, brand perception, positioning, competitive advantages, product range, and controversies. Key points that led to Amul's success are also listed, such as its robust supply chain, low cost strategy, diverse product mix, strong distribution network, and brand value.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd

    Parul Institute of Management & Research

    Uploaded by

    Jhilik Pradhan
    45 views14 pages
    This document contains information about Dheeraj Agrawal's marketing management subject details, including his name, division, roll number, and enrollment number. It then provides information on Amul, including its founding, vision, mission, objectives, brand perception, positioning, competitive advantages, product range, and controversies. Key points that led to Amul's success are also listed, such as its robust supply chain, low cost strategy, diverse product mix, strong distribution network, and brand value.

    Original Title

    dheerumm-150409050911-conversion-gate01

    Copyright

    © © All Rights Reserved

    Available Formats

    PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    This document contains information about Dheeraj Agrawal's marketing management subject details, including his name, division, roll number, and enrollment number. It then provides information on Amul, including its founding, vision, mission, objectives, brand perception, positioning, competitive advantages, product range, and controversies. Key points that led to Amul's success are also listed, such as its robust supply chain, low cost strategy, diverse product mix, strong distribution network, and brand value.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    45 views14 pages

    Parul Institute of Management & Research

    Uploaded by

    Jhilik Pradhan
    This document contains information about Dheeraj Agrawal's marketing management subject details, including his name, division, roll number, and enrollment number. It then provides information on Amul, including its founding, vision, mission, objectives, brand perception, positioning, competitive advantages, product range, and controversies. Key points that led to Amul's success are also listed, such as its robust supply chain, low cost strategy, diverse product mix, strong distribution network, and brand value.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 14

    NAME: DHEERAJ AGRAWAL

    DIV.: C
    ROLL NO.: 11
    ENROLL NO.: 147110592023

    SUBJECT
    MARKETING MANAGEMENT

    PARUL INSTITUTE OF MANAGEMENT &


    RESEARCH
     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.
    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.
    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.
    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.
    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.
    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.
    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!”.
    1. Quality
    2. Pricing
    3. Product Portfolio
    4. Supply Chain Management
    5. Advertising Strategy
    6. Mascot & Taglines
    7. Umbrella Branding
    8. Social Responsibility
    NAME
    URL
    TAGLINE

    ELEMENTS

    JINGLES MASCOT

    LOGO
    REASONS FOR SUCCESS OF AMUL

    ROBUST SUPPLY
    CHAIN LOW COST
    STRATEGY

    DIVERSE PRODUCT
    MIX

    STRONG
    SUCCESS DISTRIBUTION
    NETWORK

    TECHNOLOGY & E initiative

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

    You might also like