SPECIAL PRODUCT GROUP

BRANDING & ADVERTISEMENT

STRATEGY OF AMUL

SUBMITTED BY
VINEET RANA
MFM SEMESTER-III
 AmulisanIndiandairycooperative,basedatAnandinthestateofGujarat,India.
Ithadallbegunwhenmilkbecameasymbolofprotest.
Formedin1946,tostoptheexploitationbymiddlemen
Abrandmanagedbyacooperativebody,theGujaratCo-operativeMilk
MarketingFederationLtd.(GCMMF)
Jointlyownedby3.6millionmilkproducersinGujarat.
AmulspurredIndia'sWhiteRevolution,whichmadethecountrytheworld's
largestproducerofmilkandmilkproducts.
Presentinover50countries,andinIndiaalonehasmorethan7200exclusive
parlours.
USP-Indiasmosttrustedandpopulardairyproductsbrand
 The Amul Model

TheAmulModelofdairydevelopmentisathree-tieredstructurewiththe
dairycooperativesocietiesatthevillagelevelfederatedunderamilk
unionatthedistrictlevelandafederationofmemberunionsatthestate
level.
Establishmentofadirectlinkagebetweenmilkproducersandconsumers
byeliminatingmiddlemen
MilkProducers(farmers)controlprocurement,processingandmarketing
Professionalmanagement
The Amul Model
Market Share & Competitors
Products
SWOT Analysis of Amul
BCG Matrix of Amul
 Brand Elements of Amul

BrandName-AmulistheacronymofAnandMilkUnionLimited,
comesfromtheSanskrit,AmmolyawhichmeansPriceless.

Logo-

Tagline/Slogan-ThetasteofIndia

TheJingle-utterly,butterly,delicious

TheCharacter/Mascot-

TheURL-www.amul.com
 Umbrella brand Strategy

Amulfollowsanumbrellabrandingstrategy.
Itisthecommonbrandformostproductcategoriesproduced
byvariousunions:liquidmilk,milkpowders,butter,ghee,
cheese,cocoaproducts,sweets,ice-creamandcondensed
milk.
Amul'ssub-brandsincludevariantssuchasAmulspray,
Amulspree,AmulyaandNutramul.
Advertising Campaigns

TheAmuladvertisingcampaign
whichisIndiaslongestrunning
adcampaignatpresentisgoing
tomakeabidintheGuinness
BookofWorldRecordsfor
beingoneofthelongestrunning
adcampaignsinthewhole
world.
 Amul (1967 - 2012): Few
utterly butterly best ads

Allpresent-daynews-makers,fromPresidentPratibhaPatil,Prime
MinisterDrManmohanSinghandUSPresidentBarackObamatoactor
AmitabhBachchan,cricketmaestroSachinTendulkarandeventhe
industrialistAmbanibrothershavebeenfeaturedbytheadvertisements.
AmuladshaveoftenbeendescribedasoneofthebestIndianAdvertising
conceptsbecauseoftheirhumour,withpunsbeingitsforte.

Amulspendsjust1 per cent ofitsannualturnoveronadvertisingbutits

campaignsbuiltroundtheAmulgirlandcartooncharactersthatsendup
currenteventshavemadethebrandpartofthenationalconversation.
 Few Pictures That Prove Amul Has The
Coolest Ads Our Generation Has Ever Seen
 5 Reasons Behind Amuls Massive Success

The

Amulhasconstantlybeeninnovatingbeitlaunchingnew
products,creativemarketingcampaignsorchallenging
traditionalsocietaltrendstocomeupwithbetterones.

TheAmulmodelensuresthattheresefficiencyand
swiftnessinoperations.IthashelpedIndiatobecome
largestmilkproducerintheworld.

Withitsdiversifiedproductportfolio,Amulhasbeenableto
catertotheneedsofallthesegments.Fromkidstoteenagers,men
towomen,calorieconscioustohealthconscious,ithaslaunched
productsforeverysegment.
Amazing facts about the much-loved Amul Butter ads

Jagmahon
While
In AprilAmul
1995
Dalmiya
ads
theare
Election
had
not tried
known
Commission
toto
sue
trigger
Amul
gotafor
an
controversy,
Rs 500 crore
butfor
there
a hoardin
have