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