Amul - The Taste of India

A BRIEF HISTORY
 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.
AMUL means “priceless” in Sanskrit. The
brand name “Amul”, from the Sanskrit
“Amoolya”, was suggested by a quality
control expert in Anand.
WHAT IS AMUL ?
World’s
Largest
pouched
milk
brand
Largest
food
brand in
India
CONTD..
 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.
STUDY OF AMUL PRODUCTS.
USP – Quality with Affordability
USP of Amul is its “TASTE”
MARKET SIZE
 Gujarat Co-operative Milk Marketing Federation (GCMMF), owners of
Amul brand of milk and dairy products, posted sales of Rs 11,670 crore
for the year ended March 2012, almost 55% more than Nestle India’s Rs
7,541-crore sales.
 Amul owns 85 percent share in butter market and 75 percent in cheese

share market. It may be mentioned here that Amul is the market leader in
Rs 600 crore cheese market in India with 65-66% share. It also has 88%
market share in butter, 63% share in infant milk and 45% market share
in dairy whitener. Amul also enjoys a 26% share in the 25,000-crore
packaged milk market.
 With expected growth rate of 20 percent, 12% growth rate can be

attributed to price rise and another 8 percent to rise in demand for dairy
products.
KEY PLAYERS OF AMUL
 RS Sodhi, the new managing director of Gujarat Co-operative Milk
Marketing Federation, wants to convert Amul into a strong food brand
by pushing categories such as ice-cream, beverages, paneer, dahi and
fruit lassi.
 The 52-year-old alumni of the first batch of the Institute of Rural

Management-Anand, who took over as the MD earlier this month,
wants the co-operative to increase its turnover three-fold to 30,000
crore by 2020.
 But, in an interview with Shramana Ganguly Mehta, he agreed that it is

tough to compete with two dozen dairy product brands in every market.
CONTD..
 Verghese Kurien (26 November 1921 – 9 September 2012) was a renowned
Indian social entrepreneur and is best known as the "Father of the White
Revolution",for his 'billion-litre idea’.
 Dairy farming became India’s largest self-sustaining industry.He made the

country self-sufficient in edible oils too later on,taking head-on the powerful
and entrenched oil supplying lobby.
 He founded around 30 institutions of excellence (like AMUL, GCMMF, IRMA,

NDDB) which are owned, managed by farmers and run by professionals
BRAND ELEMENTS
Name
Character
/ Mascot Logo
Brand
Element
Jingle Tagline/
Slogan
CONTD..
 The Tagline / Slogan: “The taste of India”
 The Jingle: Utterly, butterly, delicious…..Amul
 Brand Name: “Amul” is the acronym of

Anand Milk Union Limited.
 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.
ADVERTISING
 In 1966, Amul hired Sylvester daCunha, then managing director of
the advertising agency AS to design an ad campaign for Amul Butter.
 DaCunha designed an ad campaign as series of hoardings with

topical ads, relating to day-to-day issues.
 The campaign was popular and earned a Guinness world record for
the longest running ad campaign in the world.
 In the 1980s, cartoon artist Kumar Morey and script writer Bharat
Dabholkar had been involved with sketching the Amul ads; the latter
rejected the trend of using celebrities in advertisement campaigns .
CONTD..
 Dabholkar credited chairman Verghese Kurien with creating

a free atmosphere that fostered the development of the ads.
 Despite encountering political pressure on several occasions,

DaCunha's agency has made it a policy of not backing down.
 Some of the more controversial Amul ads include one

commenting on Naxalite uprising in West Bengal, on the
Indian Airlines employees strike, and the one depicting the
Amul butter girl wearing a Gandhi cap
AMUL – INTEGRATED MARKETING
COMMUNICATION
Communication Strategies: Amul mainly uses indirect action advertising to
create a long term relationship with the consumer & never adopted aggressive
selling practices.
Mainly two type of communication strategy was adopted by Amul.
 Consumer Advertising
 Institutional Advertising
CONTD..
Media Platform: Amul has used following medial platform for creating a high brand equity.
 Broadcast Media: Television

 Non Broadcast Media: Cinema-
amul.tv.com
 Print Media: Newspapers, General interest Magazines

 Internet or Social Media: Independent websites, Portals, CSR activities.
 Outdoor Media: Hoarding / Billboards
SOME CREATIVE ADS OF AMUL
AND SO SRIDEVI RETURNS IN ENGLISH VINGLISH...
UTTERLY BARFILY DELICIOUS
AMUL
PROMOTIONS
 Amul Maharani contest: In this contest questions about Amul

are asked..
AMUL sponsored the Singing Competition AMUL Star Voice
of India, Music ka maha mukabla
MASTERCHEF INDIA
OTHER PROMOTIONAL STRATEGIES
 Amul FOOD Maha Challenge.
 Amul STAR Voice of India.
 Amul Master Chef India.
 Amulya Surabhi.
 Amul Maharani Bano Contest.
 Amul CHOTE Ustaad.
 Amul Music Ka Maha Muqabala.

CONTD..
 Cafe Amul is a Casual

DiningRestaurant in a pleasant
ambience which offers
scrumptious delicacies in pizzas,
burgers , sandwiches, sundaes
etc.
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.
CONCLUSION
GCMMF that owns Amul , Asia’s largest milk brand realized that with
the changing lifestyle & increased awareness about health issues.
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 non-carbonated soft drinks
category.
SUGGESSTIONS &
RECOMMENDATIONS
 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.
 Amul can venture out on new products like dairy based sweets, baby
food products.
 Amul can also 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.
YOUR JOB
 Introduce AMUL
 Identify different products that it trades
 Identify reasons for its success
 Identify five of its ads and specify to which
current event it relates.
 Also list down at least five things you could
learn from this project.– My Reflections on
project.

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A BRIEF HISTORY

 Formed in1946 ,is dairy co-operative movement in India.

 A brand name managed by Gujarat Co-operative Milk Marketing

 Jointly owned by 2.6 million milk producer in Gujarat.

 Overseas market Mauritius, UAE, USA, Bangladesh, Australia.

 GCMMF – Gujarat Co-operative Milk Marketing

 FMCG – Fast Moving Consumers Goods.

 Dr.Verghese Kurien Founder – Chairman Of the

 Amul owns 85 percent share in butter market and 75 percent in cheese

 With expected growth rate of 20 percent, 12% growth rate can be

 The 52-year-old alumni of the first batch of the Institute of Rural

 But, in an interview with Shramana Ganguly Mehta, he agreed that it is

 Dairy farming became India’s largest self-sustaining industry.He made the

 He founded around 30 institutions of excellence (like AMUL, GCMMF, IRMA,

 The Jingle: Utterly, butterly, delicious…..Amul

 Brand Name: “Amul” is the acronym of

 The Character / Mascot:

 DaCunha designed an ad campaign as series of hoardings with

 Dabholkar credited chairman Verghese Kurien with creating

 Despite encountering political pressure on several occasions,

 Some of the more controversial Amul ads include one

Mainly two type of communication strategy was adopted by Amul.

 Broadcast Media: Television

 Print Media: Newspapers, General interest Magazines

 Amul Maharani contest: In this contest questions about Amul

 Amul FOOD Maha Challenge.

 Amul STAR Voice of India.

 Amul Master Chef India.

 Amul Maharani Bano Contest.

 Amul CHOTE Ustaad.

 Amul Music Ka Maha Muqabala.

 Cafe Amul is a Casual

 Functional – Quality, Variety of products, Range of Products.

 Emotional – It attracts people Emotionally with launching various

 Economical – The Price of Amul Products is Equivalent to its quality. The

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