SA’AD SHAIKH

S.Y.BBM(IB)

ROLL NO.: 21
 INTRODUCTION AND HISTORY
 AMUL( Anand Milk Union Limited)formed in 1946, it
is a dairy cooperative in India
 The brand name "Amul“, from the Sanskrit "Amoolya“,
was suggested by a quality control expert in Anand.
 Managed by Gujarat Co-operative Milk Marketing
Federation Limited (GCMMF)
 Spurred the White Revolution in India. India now
world’s largest producer of milk and milk products.
 Amul Dairy is No.1 in Asia – Pacific Region.
 Dr Verghese Kurien, former chairman of the GCMMF –
The man behind the success of Amul.
 GCMMF
Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's
largest food products marketing organisation. It is a state level apex body
of milk cooperatives in Gujarat.

Members: 13 district cooperative milk producers' Union

No. of Producer Members: 2.79 million
No. of Village Societies: 13,328
Total Milk handling capacity: 11.22 million litres per day
Milk collection (Total - 2008-09): 3.05 billion litres
Milk collection (Daily Average 2008-09): 8.4 million litres
Milk Drying Capacity: 626 Mts. per day
Cattle feed manufacturing Capacity: 3500 Mts per day

It had a turnover of US $1504 million in 2008-2009

 The Three-tier "Amul Model"
Village Dairy Cooperative Society (VDCS)

●
Collection of surplus milk from the milk producers of the village & payment based on quality & quantity
●
Supplying milk to the District Milk Union
●
Selling liquid milk for local consumers of the village

District Cooperative Milk Producers’ Union (Milk

Union)

●
Establish Chilling Centres & Dairy Plants for processing the milk received from the villages.
●
Selling liquid milk & milk products within the District
●
Process milk into various milk & milk products as per the requirement of State Marketing Federation.

State Cooperative Milk Federation (Federation)

●
Marketing of milk & milk products processed / manufactured by Milk Unions.
●
Arranging transportation of milk & milk products from the Milk Unions to the market.
●
Arranging Finance for the Milk Unions and providing them technical know-how.
●
Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions.
●
Decide on the prices of milk & milk products to be paid to Milk Unions.
 Products
Amul Shakti Health
Food Drink 

Amul Shrikhand Amul Kool Cafe Nutramul Amul Butter

Amul Pasteurised Amul Fresh Milk

Amul Pure Ghee Processed Cheese Amul Chocolates
 Customer Based Market Segmentation

Amul Kool Chocolate Milk

Nutramul Energy Drink
Kids Amul Kool Millk Shaake

Women Amul Calci +

Utterly Delicious Pizza

Youth Amul Cheese
Amul Cheese Spread

Amul Lite
Calorie Conscious Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk

Nutramul
Health Conscious Amul Shakti Health Food Drink
 Industry Based Market Segmentation
Ice-cream Manufacturers

Restaurant/Food Chains

Coffee Shop Chains

Milk
Temples

Bakery & Confectionaries

Pizza Retailers

Snacks Retailers

Butter/Cheese/Ghee
 Marketing Strategies
 Over the years, Amul's advertising philosophy had been "to be

simple, fresh and innovative".

 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.

 Amul Butter girl is one of the longest running ad campaign in

India for around 42 years!

 Marketing Strategies
 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.
 Marketing Strategies
This has helped them maintain consistency
in their communication.
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.
AMUL - TOPICALS
Can you recognize these famous Amul
Topicals?
AMUL - TOPICALS
AMUL - TOPICALS
AMUL - TOPICALS
AMUL - TOPICALS
AMUL - TOPICALS
Amul Going Global
GCMMF has signed an agreement with Wal-Mart to
stock its shelves with its products under Amul brand
name. Amul processed cheese, pure ghee, shrikhand,
Nutramul, Amul’s Mithaee Gulab Jamuns are a few of
the products marketed in the US.
Other overseas markets are: Mauritius, Bangladesh,
UAE, Australia, China, Singapore, Malaysia, Nepal,
Pakistan, Hong Kong and a few South African
Countries
Fresh plans for flooding the markets of Japan and Sri
Lanka
Recent tie up with Glaxo to sell baby food
Thank You