PRESENTED BY,

D.AMOOLYA

PGDM-HRM(01)

•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 etc.,

•Dr. Varghese Kurien former chairman of GCMMF

is the man behind the success of Amul.

Brand

Element

Name

URL

Logo

Character/

Mascot

Jingle

Tagline/

Slogan

1. Brand Name: “Amul” is the acronym of Anand Milk Union Limited.

2. The Logo:

3. The Tagline / Slogan: “The taste of India”

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

5. 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. The URL: www.amul.com

Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk

Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul

Ice cream, Nutramul, Amul Milk and Amoolya have made Amul a leading food brand in

India.

Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices.

Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of

the marketing savvy of a farmers' organization. And of a proven model for dairy

development. 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

2.6 million milk producers in Gujarat, India.

•Amul

pasteurized

processed cheese

•Amul cheese

spreads

•Amul emmentel

cheese

•Amul pizza

mozzarella

cheese

•Gouda cheese

•Amul pure ghee

•Amul cooking

butter

•Amul malai paneer

•Utterly delicious

pizza

•Masti dahi

•Amul ice cream

•Amul Shrikhand

•Amul mithai

gulabjamun

•Amul chocolates

•Amul lassi

•Amul basundi

•Nutramul

•Amul shakti

health food

drink

Brand portfolio

•Margarine

Amul butter

•Amul lite

•Delicious

table.

•Amul kool

milkshake

•Nutramul

energy drink

•Amul kool

flavoured

bottled milk

•Amul Masti

spiced

buttermilk

•Amul kool

thandai.

•Amul spray

infant milk

food

•Amul instant

full cream

powder

•Sagar

skimmed milk

powder

•Sagar tea,

coffee whitener

•Amul dairy

whitener

•Amul fresh milk

•Amul gold milk

•Taza double toned

milk

•Amul lite slim and

trim milk

•Amul fresh cream

•Amul shakti

toned milk

•Amul

calciplus

Product analysis:

Product specification:- Meets “AGMARK”

standards and BIS specification .no IS.

13690.1992.

Product personality:- It is a “UNISEX”

product.

USP(unique selling point):- USP of Amul is

its “TASTE”. Amul butter is made

from fresh cream by modern continuous

butter making machines.(purely

vegetarian)

Price :Cost of

milk,Labourcost,Processingcost,Transpo

rtation cost, Taxes etc.

Place strategy: Amul is a

verystrong 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.

Promotion:•Given this wide product portfolio, Amul’s

approach is to promote its brands in a

rotational cycle of two to three years. After

ice-creams were launched in 1996, the

category was

re-visited in 1999, in order to improve

availability of the

product and make it affordable

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

GCMMFS

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

Category Market

share

Market

position

Butter 85% 1

Milk

powder

40% 1

cheese 50% 1

Ice-

cream

24.75 2

Sweets 50% 1

Chocolate

drinks

90% 1

chocolate

s

10% 3

Brand PerceptionIt is one of the most trusted brand of India in dairy products

With its taste, quality and value oriented services.

Brand PromiseThe product promise to give the best quality food at

reasonable price.

Brand Identity

Amul has maintained its identity with its MASCOT and also

with its tagline “Amul the taste of INDIA”