AMUL-THE TASTE OF INDIA
AMUL-THE TASTE OF INDIA
The Beginning• Amul (Anand Milk Union Limited), formed
in 1946, is a dairy cooperative in India.
• It is a brand name managed by an apex
cooperative organization, Gujarat Co-operative
Milk Marketing Federation Ltd. (GCMMF), which
today is jointly owned by some 2.8 million milk
producers in Gujarat, India.
• Dr Verghese Kurien, the chairman of the
GCMMF, is recognized as the man behind the
success of Amul.
“That which we call a roseBy any other name would smell as sweet."• AMUL means "priceless" in Sanskrit.• The brand name "Amul," from the Sanskrit "Amoolya”.
Today Amul is a symbol of many things.
High quality at reasonable
price.
-Genesis of a vast co-
operative network.
-Triumph of Indigenous Technology
-Marketing savvy Farmer’s
organization-Proven Model
for dairy development
Reason For Success
Robust Supply Chain
Low Cost Strategy
Strong Distribution Network
Diverse Product Mix
Technology & e-initiatives
Bread Spreads
Milk Drinks Powder Milk
Fresh Milk
Cheese For CookingDessertsHealth Drink
Customer based market segmentation
KIDS
WOMEN
CALORIE CONSCIOUS
HEALTH CONSCIOUS
YOUTH
Amul Kool, Chocolate Milk, Nutramul Energy Drink, Amul Kool Milk Shake
Amul Calci+
Utterly Delicious Pizza, Amul Emmental Cheese, Amul Cheese Spread
Amul Lite, Sagar Skimmed Milk Powder, Amul Lite Slim & Trim Milk
Nutramul, Amul Shakti Health Food drink
Industry based market segmentation
Milk
Butter/Cheese/Ghee
Ice-cream Manufacturers
Restaurant/Food Chains
Temples
Bakery & Confectionaries
Pizza Retailers
Snacks Retailers
Coffee Shop Chains
Marketing Strategies
• Over the years, Amul's advertising philosophy had been
"to be simple, fresh and innovative".
• The clean, emotion-based ads refrained from using hi-
tech special effects, and aimed at maintaining the
perfect balance between the traditional and the modern.
• With its clever use of topical events, Amul’s utterly
butterly campaign—it has the distinction of entering the
Guinness World Records as the longest running
campaign has won the brand several accolades.
• They have changed the packaging, their technology
and their approach to marketing based on the
changing taste buds of our consumers.
• However, the only thing that has helped them sail
smoothly is that they have not changed their core
values—give the best quality product to the consumer,
and the best possible price. It holds true in any era.
• Even the advertising agency hasn’t changed-Da
Cunha and FCB Ulka, have played a pivotal role in the
growth.
• This has helped them maintain consistency in their
communication.
• Their strategy of umbrella-branding has also helped
establish their brand firmly in people’s minds.
• This, despite the fact that they do not spend more
than 1% of their turnover for marketing, compared
with 7-8% (spent) by most of the food and consumer
product companies.
FBI investigating David Headley's footprints in India regarding 26/11 terror attack in Mumbai - Dec.'09
Shah Rukh Khan Bollywood superstar sings for Indian Premier League (IPL) music video 'Run Just Run' his franchisee IPL Kolkata Knight Riders cricket team - April '08.
China's crackdown on protests by Tibetan activists - April '08
topicals
Being humorous
• Amul Star Voice of India• Amul Chef of the Year, 2009 contest.• Amul Maharani Contest, 2008-09.• Amul Food Festival Contest.• Slogan likho Disneyland dekho contest.• Amulya Fly to Bangkok Contest.
Contests
recipes
• Amul Cheese Cook Book series with its
meticulously detailed recipes will definitely
equip you with a few tricks up your sleeve but
we think it has a wider spectrum.
• Ghee Recipes
• Cheese Recipes
• Paneer Recipes
• Mithai Mate Recipes
• Useful Ingredients
• Glossary of Ingredients
recipes
Amul "Utterly Delicious" Parlours
• Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat.
• Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country.
Awards• GCMMF has bagged award for excellent performance
in exports of dairy products for the year 2006-07 from
APEDA. GCMMF has won the award for 11th time.
• Amul Pro-Biotic Ice-cream Got No. 1 Award At World
Dairy Summit 2007.
• Ramkrishna Bajaj National Quality Award-2003.
• Amul - The Taste Of India receives International CIO
100 Award For Resourcefulness.
• Rajiv Gandhi National Quality Award–1999.
Thank YOU