Amul (Anand Milk Union Limited) Gujarat Cooperative Milk Marketing Federation Ltd.

Presented By : Vivek Bhardwaj Ketika kaul Rupesh Lalit Kumar Joshi

OBJECTIVE
Strategy Brand Value Competitor Promotion Advertisement Agency Print Advertisement Electronic Advertisement

Formed in 1946, is a dairy cooperative movement in India

 Overseas markets - Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries .

1. 2. 3. 4. 5. 6. 7.

Members:13 district cooperative milk producers No. of Producer Members:3.1 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

Amul Butter Utterly Butterly Delicious

Amul Lite Low fat, low Cholesterol Bread Spread

Cooking Butter

Largest Food Brand And Business In India

OPPORTUNITIES: Subscription Revenues to Annual Turnover Of Rs 4300 Crore (2006-07) Drive Industry Growth; Mobile TV Added Channel
Annual Turnover Of Rs 10000 Crore(2010) Four decades to become Rs 2,000-crore entity But, the turnover doubled to over Rs 4,300 crore within nine years from 1999 to 2007.

Annual Turnover
10000 8000 INR Crores 6000

10000

4300
4000

2000
2000 0 1946 1999 2007 2008 2009 2010

Butter Britannia Nestle Mother Dairy Cheese Britannia Baby Food Nestle Heinz Dairy Whitener Segment Nestle Britannia

Business Model
Every day Amul collects 7 million litres of milk from 2.6 million farmers converts the milk into branded, packaged products, and delivers goods to over 500,000 retail outlets across the country. Its supply chain one of the most complicated in the world.
Condensed Ghee Butter Cream

Raw Milk

Packaged Milk Ice cream Beverages

Dried Skimmed Milk Powder

AMUL defending its turf

Largest milk brand in Asia marketing more than 30 different brands of dairy products like cheese, ice-cream, condensed milk, ready-toeat pizza, beverages etc. Amul Kool and Kool Caf doing well Defending against names like Mahananda, Vijay, Milma and other cooperative milk brands Aggressive moves against FMCG and F&B brands like Britannia, Nestle and Mother Dairy among others..

Defense Strategy
Moving consumers from loose milk to packaged milk and gradually move them up the value chain (tetra pack to beverages, all available under the Amul brand) A sound strategy likely to work. Being exposed to a brand, it is natural for a customer to try more products Improving socio-economic condition of the customer anchors the desire to enhance lifestyle

Segmentation
Wide range of product categories caters to consumers across all market segments. For example, Amul Kool is targeted at children, while teenagers prefer Kool Caf, as it has a cool imagery associated with it. Segmentation is not as easy in curd and low fat products, due to mixed audiences, various culinary applications , eg. ghee, butter and cheese. In India, the most used spread is ghee, then butter, cheese, low fat butter, margarine, cheese spread and mozzarella cheese.

Targetting
Changing retail environment Striking out on its own, with Amul Outlets or parlours to deliver consumers total brand experience Launched in 2002, there are now 400 Amul parlours across the country, which contributed 3% to the brands total turnover last year. High profile locations: Amul parlours are today present on campuses of Infosys, Wipro, IIM-A, IIT-B, Temples, Metro rail and railway stations in Gujarat.

Positioning
A mass market player, no premium offerings USP Quality with affordability Up against niche players value addition to customers Sheer size and scale of operation New offerings for health conscious and vibrant India Health and energy drinks Stamina, a health drink made from milk with added vitamin C against Red Bull and Gatorade, milk better than cola. Aimed at youngsters, priced at Rs 12 Ice-cream Probiotic and sugar-free variants Chocolates sugar-free brand called Choco-Mini to target the diabetic

Promotion
Given this wide product portfolio, Amuls approach is to promote its brands in a rotational cycle of two to three years. After ice-creams were launched in 1996, the category was revisited in 1999, in order to improve availability of the product and make it affordable. The focus shifted to cheese in 2001, Amul Masti Chaas in 2004-05 (sales of Masti dahi grew by 25%), Nutramul and Kool Kafe in 2006 and this year the focus is on Amul Koko cold chocolate drink

Promotion
Uses a variety of media to communicate Most famous is billboard campaign The endearing polka dressed girl and pun at various issues increased brands fan following. Below-the-line activity has grown too such as the Amul food festival, which has been held for the last four year between October and December in about 50,000 retail outlets. The Chef Of India promo invites hotel chefs to come up with recipes using as many Amul products as possible, and is conducted at city, state and national level.

Intelligent Marketing
One of the most conservative FMCG entities GCMMF spends a mere 1% of its turnover on promotions. GCMMF has written and re-written rules of the game. Amul butter girl is one of the longest run ad campaigns in the country for 41 years. Intelligent marketing of milk, icecream and butter milk.

ADVERTISING CAMPAIGNS
The butter, which had been launched in 1946, had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads. It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter.

1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS to design a new ad campaign for Amul Butter. daCunha designed an add campaign as series of hoardings with topical ads, relating to day-to-day issues.

 For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. The campaign was widely popular and earned a Guinness world record for the longest running ad campaign in the world. Since the 1980s, cartoon artist Bharat Dabholkar has been involved with sketching the Amul ads, who rejected the trend of using celebrities in advertisement campaigns.

 Despite encountering political pressure on several occasions, daCunha's agency has made it a policy of not backing down. When the Amul girl was shown wearing the Gandhi cap. The concerned authorities came down heavily, feeling that the Gandhi cap was a symbol of Independence; they couldnt have anyone not taking that seriously

 Indian Airines ad- The Indian Airlines one really angered the authorities. They threatened to stop supplying Amul butter on the plane, if the ads were not taken down. Then there was an ad during the Ganpati Festival, which said, Ganpati Bappa More Ghya (Ganpati Bappa take more). That hurt the religious sentiments of the Shiv Sena people.

SOME
INTERESTING CAMPAIGNS

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