BY

C.S.SRINIVASA RAO
IBSAR
M.B.A(07-09)
cs.srinivasarao@yahoo.co
 Content.....
• Start of revolution “AMUL” (Anand Milk
Union Ltd.)
• Brand Management
• Brand repositioning
• The Mischievous Mascot
Brand Management
• Amul Brand Extension
Click to edit Master text styles
• Sales after brand
Second level repositioning
● Third level
● Fourth level

● Fifth level

cs.srinivasarao@yahoo.co
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 Brand management -AMUL
Appointment of Professional Advertising Agencies since 1966
(ASP, Ulka)

•  Appointment of Professional Distribution Agency (Voltas,

Spencers) till 1983

•  Creation of GCMMF in 1973

•  A marketing Team “Product Management Group” for brand

care..

cs.srinivasarao@yahoo.co
MASCOT GIRL………………………..
1966 : AMUL ADVERTISING GIVEN TO A NEW
“AD AGENCY”
CREATOR : NAME : “EUSTACE
FERNANDES”
AGE : 71 YEARS (AT
THAT TIME )
YEAR : 1966
INSPIRATION : FROM STREET
KIDS
WHY ONLY
HIS PHILOSOPY ON AAMUL : :”LIGHT
“GIRL HEARTED
MASCOT”
AD WITH
Utterly Butterly Amul : V .Kurian , Sylvester
HARD Da
Cunha
SELL.” , Fernandes
Usha Katrak

AMUL BOY : “AMUL

CHEESE”

cs.srinivasarao@yahoo.co
A●
M P BRAND
U R REPOSTIONING………………..
L I AMUL BECOME A MARKET
L LEADER ALL ACROSS THE
M N COUNTRY EXPECT “ BOMBAY”
M
A T
POLSON THE ONLY
A
R COMPETITOR – STARTED IN
R
K M 1926 – “PESTONJEE EDULJI “
K E
E
E D Research : 50 % Of The
T
T I Bombayites Have Not
I A Tasted Amul
N
N
G
G

cs.srinivasarao@yahoo.co
Game
time…..

cs.srinivasarao@yahoo.co
On the Maharashtra Take-off on the current Pepsi
Government's decision to commercial "Oye Bubbly ..." -
close down dance bars all April'05
over the state barring
Mumbai
Shah Rukh Khan Bollyw`ood
superstar sings for Indian
Premier League (IPL) music video
'Run Just Run' his franchisee IPL
Kolkata Knight Riders cricket
team - April '08.

cs.srinivasarao@yahoo.co
cs.srinivasarao@yahoo.co
cs.srinivasarao@yahoo.co
 Brand Elements

advertisements
Value for money
Service
Quality
Avaliability
•  Decision to consolidate brand
position as “The Taste of India ” in
1995    
cs.srinivasarao@yahoo.co
cs.srinivasarao@yahoo.co
cs.srinivasarao@yahoo.co
GCMMF ………………..TODAY

cs.srinivasarao@yahoo.co
 AMUL ………………..TODAY

Amul - today
• 2.5 million milk producers families – part of a fraternity of 13 million
coop producers nationwide

• 13,000 village societies – there are over 113,000 coop milk societies
pan India

• 8.1 million litres of milk procured in peak season on a single day –

India is the largest producer of milk in the world !

• Rs 100 million handled in cash daily – Milk is the biggest agricultural

crop in India !

• 13 district Unions – there are 180 cooperative dairy unions across the
country

cs.srinivasarao@yahoo.co