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Introduction
Amul - The Taste of India Amul means - Amulya (Priceless) Type - Co-operative Industry - Dairy
History of Amul
Founded - 14/ Dec./1946 with 250 liters of milk Founder- Mr. Tribhuvandas Patel Key people - Dr. Verghese Kurien Amul was established in 1955 Amul butter was established in 1957 The GCMMF was setup - 1973
Cont
Amul has more then 150 chilling center Export to over 30 countries including the U.S. Amul has spurred the white revolution of India 12 lakh packets of butter are sold daily
Cont
Revenue - INR 9,774 crore (2011) Employees - Marketing arm: 735 Milk producers - 3.1 million (2011) Milk collection average of 9.10 million liters per day (2011)
Question - 1
Discuss the factors that contributed to the success of the Amul brand?
Answer
Wide distribution networks Good return to farmers Advertisement Pricing ( value for money ) Quality control Packaging Strong feature of the brand is its social connect
Distribution networks
Advertisement
Aakashwani Road show Word of mouth Utterly butterly delicious
Packaging
Looking good Attractive little girl Amul butter available different pack size in the market
Question - 2
Answer
Problem Lack of colour printing 50% people not tested Amul butter Solution Intensive outdoor advertising Search vehicle for advertising Air India campaign
Cont
Media plan that include about 17 hoardings Bus panels were also used effectively Hoarding
Any Queries