Presented by:B.NareshAFB-2012/14004K.RajkumarAFB-2012/14013

A Brief History

•Amul the co-operative registered on 1 December 1946 as a response to the exploitation of marginal milk producers by existing dairy, the Polson dairy.•Angered by the unfair trade practices, the farmers of Kaira approached Sardar Vallabhai patel under the leadership of local farmer leader Tribhuvandas patel.•A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)•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. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul.•In June 2013, it was reported that Amul Dairy, had signed a tripartite agreement to start a dairy plant in Waterloo village in upstate New York.

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

VISION

Amul’s vision is to provide more and more satisfaction to the farmers, their customers,employees and distributer

“we the motivated and dedicated workforce at amul are committed to produce wholesome and safe foods of excellent quality to remain market leader through development of quality management system, state of art technology, innovation and eco-friendly operations to achieve delightment of customers and milk producers.”

Mission

STP

• Segment• People who need milk and milk products for day to day use• Target Group• Lower, Middle and upper middle class families• Positioning• An Indian brand producing superior quality products

1. High brand equity and top of the mind brand2. Strong network of over 3 million milk producers3. World’s largest manufacturer of pouched milk4. India’s largest food brand, trusted for its quality5. Number of popular milk products like ice cream, ghee, butter, paneer, dahi, milk, etc.6. Products available at affordable price7. Market leader in butter segment8. Responsible for white revolution in India9. Successful advertising and marketing campaigns10. Strong network of Amul retail outlets, stalls and parlours11. A popular mascot in the Amul girl.

• 1.Low market share in chocolates segment2.Strong competition from international & domestic players in the ice cream segment means limited market share.

• Opportunity• 1.Introduce new products in the chocolate segment

2.To tap the untapped market, increase its reach in rural markets3.Rise in purchasing power of Indian people

Threats

• 1.Strong competition from international players2.Economic slowdown and inflation

THE ULTIMATE STRATEGY

The moppet who put Amul on India's breakfast table

When it was first launched, Amul's sale figures have jumped

from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in

1997. No other brand comes even close to It. All because a

thumb-sized girl climbed on to the hoardings and put a spell on

the masses.

Some Creative Ads of AMUL

Amul ads, relating to day-to-day issues.These were popular and earned a Guinness world record for the longest running ad campaign in the world.

Defence StrategyMoving consumers to loose milk to packaged milk and gradually move them up the value chain ( tetra pack to beverages )

Successful Brand Strategy1.Product Positioning Strategy•India’s first Pro –biotic Wellness Icecream & sugar free delights for diabetics.•Amul launches “ Fresh Paneer free from harmful chemicals.•Low priced Amul Icecreams made Kwality Wall ‘s life hell.

• 3. Effective Segmentation• Wide range of product categories caters to consumers

across all market segments. Eg:- Amul Kool is targeted at childeren, teenagers prefer

Kool Café as it has a cool imagery associated with it.

4. Changing the Retail Environment

Striking out on its own with AMUL outlets or parlours to deliver consumers total brand

experience.

5. Product RepositioningAmul marketed bottled water named “Jaldhara”

due to its less potential in the market

and launched “ Narmada Neer”

6. Product Overlap• Amul processed cheese vs. cheese spread• Nutramul Energy Drink vs. Amul Kool

7. Product Design Strategy

“Whether to offer standard or customized products.”

Amul has offered a mix of both standard & customized products.

Use of Utterly-Butterly Girl:

Using since 1967.

Entered in the Guinness Book Of World Records for being

the longest running campaign ever.

Product Diversification