Professional Documents
Culture Documents
INTRODUCTION
THE TASTE OF INDIA, AMUL comes from the Sanskrit word Amoolya,
means priceless. It was suggested by a quality control expert in Anand and it
was chosen because it was a perfect acronym for Anand Milk Union
Limited . AMUL was formed under the dairy cooperative movement in
India in 1946.
Amul is the largest food brand in India and world's Largest Pouched Milk
Brand with an annual turnover of US $1050 million (2006-07). Currently
Amul has 2.6 million producer members with milk collection average of
10.16 million litres per day. Besides India, Amul has entered overseas
markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South African countries. Its bid to enter
Japanese market in 1994 had not succeeded, but now it has fresh plans of
flooding the Japanese markets .Other potential markets being considered
include Sri Lanka.
1
Amul Brand
Company History
Amul was set up in 1946 and its full form is Anand Milk- producers Union Ltd.
The Brand Amul is a movement in dairy cooperative in India. The management
of the brand name is done by the Gujarat Co- operative Milk Marketing
Federation Ltd (GCMMF) which is a cooperative organization.
Location
Amul is located in the town Anand which is in the state of Gujarat and it has set
up itself as a model for development in the rural areas. For Amul Brand has
started the Revolution White of India which has helped to make the country the
biggest manufacturer of milk and its by products in the whole world. Amul has
around 2.6 million producer members and the total capacity for handling milk is
around 10.16 million liters every day. The brand's capacity for milk drying is
around 594 Mts. each day and its capacity for cattle feed manufacturing is about
2640 Mts. each day.
Product Portfolio
Amul is the biggest brand in the pouched milk sector in the world and in India it
is the biggest food brand. Amul's range of products includes milk, ghee, milk
powders, curd, ice cream, paneer, cream, chocolate, cheese, butter, and
shrikhand.
Brand Umbrella
The various brands of Amul's bread spreads are Amul Lite, Amul Butter, and
Delicious Table Margarine.
The Brand Amul's milk drinks are sold under various names such as Amul
Kool, Amul Kool Cafe, Kool Koko, Amul Kool Chocolate Milk, and Amul
Masti Spiced Buttermilk.
Amul's powder milk are sold under many names like Amulya Dairy Whitener,
Sugar Tea Coffee Whitener, Sugar Skimmed Milk Powder, and Amul Instant
Full Cream Milk Powder.
The brand's cheese are also sold under various names such as Gouda Cheese,
Amul Cheese Spreads, and Amul Emmental Cheese.
Amul Brand's desserts are sold under many names like Amul Basundi, Amul
Lassee, Gulab Jamun Mix, Amul Shrikhand, and Amul Ice Creams.
Business Markets
Amul exports its products to various countries such as USA, Australia,
Mauritius, China, Hong Kong, Singapore, UAE, and Bangladesh.
2
Amul Brand
Awards
The Food Brand Amul has received various awards such as the Ramkrishna
Bajaj National Quality Award in 2003, Award International Cio 1000 for
Resourcefulness, and also the Rajiv Gandhi National Quality Award in 1999.
Company Financials
The sales turnover of the Brand Amul :Sales Turnover Figures
3
Amul Brand
Amul follows a unique business model, which aims at providing 'value for
money' products to its consumers, while protecting the interests of the milk-
producing farmers who are its suppliers as well as its owners. Despite being a
farmers' co-operative, Amul has given multinationals a run for their money.
Amul’s is India’s largest diary producing company with over half the
market leading other national companies such as Mother Diary and
multinational food product companies such as Nestle India and Hindustan
Lever Ltd.
In the mid 1950’s Amul looked for ways to utilize the surplus milk by
manufacturing Butter, Milk,Cheese and other milk derived products.
4
Amul Brand
The brand name Amul, sourced from the Sanskrit word Amoolya, means
priceless. It was suggested by a quality control expert in Anand. Some
cite the origin as an acronym to (Anand Milk Union Limited)
Amul, a brand owned by the 26 lakh milk producers of Gujarat has once again
demonstrated that when farmers are given the instruments of development in
their hands, they can work wonders. The billion dollar Gujarat Co-operative
Milk Marketing Federation, the apex body of 13 district milk producers’
unions has been instrumental in making Amul a brand to reckon with.
GCMMF Today
GCMMF is India's largest food products marketing organisation. It is a
state level apex body of milk cooperatives in Gujarat, which aims to
provide remunerative returns to the farmers and also serve the interest of
consumers by providing quality products, which are good value for
money. GCMMF markets and manages the Amul brand. From mid-
1990's Amul has entered areas not related directly to its core business
5
Amul Brand
Amul
1956
Ice Milk
Chocolates Shrikhand Fresh Milk Cheese Ghee
cream Power Breadspread
1973 1980 1956 1962 1956
1996 1958
Fat Free UHT Cheese Amul Cow
Nutrauamul Gulabjamun Amulspray
Dessert Range Spread Butter Ghee
1973 1997 1968
2002 1980/99 1986 1956 2002
Softy Gulabjamun Condensed Amul
Eclairs Paneer Amul Lite
Mix mix Milk WMP
2001 1997 1994
2001 1999 1996 1960
Amul pizza
Kulfi Mix Buttermilk Amulya Margarine
Shakti Cheese
2001 1998 1987 2004
2003 1998
Amul IMF Emmental
Chocozoo Laddoo fresh Curd
1&2 Cheese
2005 2004 1999
2001 1999
Flavoured Instant Frozen
Basundi
Milk FCMP Pizza
2005
2001 2002 2002
Fresh Gouda
Khoa
Cream Cheese
2006
2002 2002
Kool Cafe
2005
6
Amul Brand
• It also realized that its goal could only be achieved in the long run and this
required developing values in people and processes that were robust,
replicable and transparent.
• It also realized that the cooperative would not be independent and viable in
the face of competition if it were not financially sound. This implied that
AMUL had to develop distinct capabilities that would deliver competitive
advantage to its operations.
7
Amul Brand
Its supply chain is easily one of the most complicated in the world. How do
managers at Amul prevent the milk from souring?
The picture is always prominently displayed. The message is clear: never forget
your primary customer. If you don't, success is certain. The proof? A unique, Rs
2,200 crore (Rs 22 billion) enterprise.
Organisation structure
It all started in December 1946 with a group of farmers keen to free themselves
from intermediaries, gain access to markets and thereby ensure maximum
returns for their efforts.
Based in the village of Anand, the Kaira District Milk Cooperative Union
(better known as Amul) expanded exponentially. It joined hands with other milk
cooperatives, and the Gujarat network now covers 2.12 million farmers, 10,411
village level milk collection centers and fourteen district level plants (unions)
under the overall supervision of GCMMF.
There are similar federations in other states. Right from the beginning, there
was recognition that this initiative would directly benefit and transform small
farmers and contribute to the development of society.
Markets, then and even today, are primitive and poor in infrastructure. Amul
and GCMMF acknowledged that development and growth could not be left to
market forces and that proactive intervention was required. Two key
requirements were identified.
8
Amul Brand
The first, that sustained growth for the long term would depend on matching
supply and demand. It would need heavy investment in the simultaneous
development of suppliers and consumers.
Second, that effective management of the network and commercial viability
would require professional managers and technocrats.
Management of this network is made more complex by the fact that GCMMF is
directly responsible only for a small part of the chain, with a number of third
party players (distributors, retailers and logistics support providers) playing
large roles.
Developing demand
At the time Amul was formed, consumers had limited purchasing power, and
modest consumption levels of milk and other dairy products. Thus Amul
adopted a low-cost price strategy to make its products affordable and attractive
to consumers by guaranteeing them value for money.
Despite competition in the high value dairy product segments from firms such
as Hindustan Lever [ Get Quote ], Nestle [ Get Quote ] and Britannia [ Get
Quote ], GCMMF ensures that the product mix and the sequence in which Amul
introduces its products is consistent with the core philosophy of providing milk
at a basic, affordable price.
9
Amul Brand
Umbrella brand
The network follows an umbrella branding strategy. Amul is the common brand
for most product categories produced by various unions: liquid milk, milk
powders, butter, ghee, cheese, cocoa products, sweets, ice-cream and condensed
milk.
Coordination
Given the large number of organisations and entities in the supply chain and
decentralised responsibility for various activities, effective coordination is
critical for efficiency and cost control. GCMMF and the unions play a major
role in this process and jointly achieve the desired degree of control.
Buy-in from the unions is assured as the plans are approved by GCMMF's
board. The board is drawn from the heads of all the unions, and the boards of
the unions comprise of farmers elected through village societies, thereby
creating a situation of interlocking control.
The federation handles the distribution of end products and coordination with
retailers and the dealers. The unions coordinate the supply side activities.
These include monitoring milk collection contractors, the supply of animal feed
and other supplies, provision of veterinary services, and educational activities.
10
Amul Brand
More important, the network has been able to regularly roll out improvement
programs across to a large number of members and the implementation rate is
consistently high.
For example, every Friday, without fail, between 10.00 a.m. and 11.00 a.m., all
employees of GCMMF meet at the closest office, be it a department or a branch
or a depot to discuss their various quality concerns.
Each meeting has its pre-set format in terms of Purpose, Agenda and Limit
(PAL) with a process check at the end to record how the meeting was
conducted. Similar processes are in place at the village societies, the unions and
even at the wholesaler and C&F agent levels as well.
Examples of benefits from recent initiatives include reduction in transportation
time from the depots to the wholesale dealers, improvement in ROI of
wholesale dealers, implementation of Zero Stock Out through improved
availability of products at depots and also the implementation of Just-in-Time in
finance to reduce the float.
Kaizens at the unions have helped improve the quality of milk in terms of
acidity and sour milk. (Undertaken by multi-disciplined teams, Kaizens are
highly focussed projects, reliant on a structured approach based on data
11
Amul Brand
gathering and analysis.) For example, Sabar Union's records show a reduction
from 2.0% to 0.5% in the amount of sour milk/curd received at the union.
The most impressive aspect of this large-scale roll out is that improvement
processes are turning the village societies into individual improvement centers.
Few dairies of the world have the wide variety of products produced by the
GCMMF network. Village societies are encouraged through subsidies to install
chilling units. Automation in processing and packaging areas is common, as is
HACCP certification. Amul actively pursues developments in embryo transfer
and cattle breeding in order to improve cattle quality and increases in milk
yields.
GCMMF was one of the first FMCG (fast-moving consumer goods) firms in
India to employ Internet technologies to implement B2C commerce.
Today customers can order a variety of products through the Internet and be
assured of timely delivery with cash payment upon receipt.
Another e-initiative underway is to provide farmers access to information
relating to markets, technology and best practices in the dairy industry through
net enabled kiosks in the villages.
Farmers now have better access to information on the output as well as support
services while providing a better planning tool to marketing personnel.
The author is Professor at the Indian Institute of Management, Ahmedabad
[ Images ] and Devnath Tripati, Editor of the Asian Journal of Operations
Management.
12
Amul Brand
Amul has high brand equity and umbrella branding of Amul has helped
the company in bigger sense. Amuls’s brand name has helped its other
brands also like Mitahi made, Amul Ice creams, chocolates, Amul Kool
etc. So umbrella Brand, Amul is used to build and offer value to
customers in bigger sense. In literal sense, a company has high brand
equity if it has multi dimensions. Amul has explored various available
opportunities to reach to mass customers. It has opened a community on
public forums like orkut, sponsored events like Amul voice of India etc.
The brand value of Amul will surely help company to maintain the status
of largest food brand in India at least for sometime in future.
Amul’s strategy of using “umbrella branding” has really paid off. Amul’s
advertising and marketing spend has never exceeded 1% of its revenues.
13
Amul Brand
14
Amul Brand
Distribution Network
Distribution Process
Company
Dealer Franchisee
Wholesaler
Retailer
Shopkeeper
Consumers
15
Amul Brand
AMUL has the largest cold chain network in India (i.e. 18000
refrigerators) as compared to any other company. The chemical
components of milk are water, SNF and solids. Milk is very perishable
product so it has to be consumed within 24 hours. In order to avoid
wastage AMUL converts the milk in to SNF and milk solids by
evaporating the water, which comprises up to 60-70% of milk contents.
This is possible only if the distribution channel right from the producer to
the consumer is well organized. It will be surprising to know that AMUL
makes even the ‘Sarpanch’ to eat pizza i.e. it supplies pizzas even to rural
market.
Last year, theye divided the retail market into 14 specific segments to
achieve further distribution efficiency. This year our focus was on
inducting distributors having expertise in servicing such specific market
segments. This initiative is yielding results by way of ensuring wider
availability of our product range.
The role of distributors in our business process has never been more
diverse or more important, as it is today. As a matter of fact, we consider
our Distributor to be the real “Marketing Manager” of our organization.
To enhance business performance of our Distributors, a workshop on
16
Amul Brand
17
Amul Brand
18
Amul Brand
On Amul’s future plans, RS Sodhi, chief general manager, GCMMF said: "We
are expanding our processing and packaging capacity to meet growing
demands. For starters, we are setting up additional processing facilities in Delhi
and Mumbai. Currently, we lead the pack with the production of 50 lakh liters
per day."
Meanwhile, Mother Dairy India is sharpening its marketing focus to promote its
milk brand in major metros across the country. "The Rs 18,000-core branded
milk sector is steadily growing as consumer opt for hygienic milk products. We
plan to go national in the next few years,” said Paul Thatchil, chief executive
officer (Dairy & Foods), Mother Dairy Fruit & Vegetables (P) Ltd.
With increasing competition, the packaged milk sector will witness a lot of
action this year, predict industry analysts.” The Gujarat Cooperative Milk
Marketing Federation is beefing up its resources to strengthen its foothold in the
liquid fresh milk market of Delhi, a battleground for the two cooperative giants
—National Dairy Development Board (NDDB) and GCMMF,” said an analyst
based in Mumbai. In India, the per capita consumption of milk is increasing day
by day, according to industry analysts. "Consumers are increasingly opting for
packaged milk for health reasons. The sector will register a healthy growth this
fiscal,” added analysts...
19
Amul Brand
GCMMF planned to open 3,000 pizza retail franchise outlets all over the
country by 2005. The pizzas would be made at the retail outlets. The technical
training and the recipe for the pizza would be provided by GCMMF. It would
also negotiate with bulk suppliers of vegetables to get these at wholesale rates.
These would be provided to the retailers.
The main cost component of the pizza is the mozarella cheese. GCMMF would
offer the cheese at a bulk rate of Rs.140 per kg, compared to the market price of
Rs 146 per kg, thus saving the retailers Rs.6 per kg. GCMMF on its part would
have a ready market for its cheese products.
20
Amul Brand
How do you spell out the importance of establishing the Best Practices by
Amul to have competitive advantage?
Be Customer-Driven
Adapt quickly to the changing environment.
Anticipate change and act today to meet tomorrow's challenges.
The Federation has invested substantially over the last few years in
improving the quality of its products and services, keeping in mind the
emerging challenges of globalization. In recognition of its
achievements in Quality Management Initiatives.
21
Amul Brand
The key to maintaining these two competitive advantages rests on their ability
to attract and retain the very best manpower. In this age of intensive
competition, only dedicated and committed professionals can successfully
manage their business.
22
Amul Brand
The history of Amul shows that it radically changed the way business
was done—by eliminating the middleman and bringing the producer
closer to the consumer—resulting in benefits for both. Incidentally, it
was also one of the first Indian companies to have a Web presence.
Today, Amul’s cyberstore gifting service is capable of servicing
consumers in more than 125 cities. Says Hegde, “We have also linked
our distributors to our network and also incorporated Web pages of
top retailers in our site, amul.com, as part of our B2B initiatives.”
24
Amul Brand
25
Amul Brand
26
Amul Brand
Go-to-market strategy seems to be the new mantra for the FMCG majors. To
drive volumes in the competitive markets, the FMCG players are expanding
their retail models.
To begin with, Dabur (DABUR.NS : 98.95 -1.4) is expanding its retail model
New u stores from 16 to 50 in this fiscal. Marico (MARICO.NS : 127.85 +0.65)
is also evaluating further expansion of its retail brand MERA Stores across the
country. Yet another FMCG major, ITC Personal Care is aggressively selling its
premium personal care range Fiama Di Wills and Essenza Di Wills at ITC's
retail model Wills Lifestyle stores.
Enthused by the response to its retail brand Amul Parlour, Gujarat Cooperative
Milk Marketing Federation Ltd (GCMFL) is adding 2,500 outlets to its existing
4,500 to woo consumers. "After seeing the success of FMCG companies' retail
models, many players will soon jump on to the band wagon to sell their brands
directly to consumers," said a Mumbai-based industry analyst.
On Marico's retail model, the company's head of sales B Sridhar said the
company has segmented the entire retail space into five segments namely,
modern trade, wholesale, key outlets (MERA stores), chemists and cosmetics.
"MERA store is one such segment. Marico commenced this a few years ago.
We have currently identified such key outlets (MERA) in about 30 cities. We
will evaluate further expansion based on business needs," he added.
According to Dabur India group director PD Narang, the company currently has
16 'New u' stores operational across Delhi-NCR, Punjab, Bangalore and
Hyderabad. "We plan to up the number of stores to 50 by the end of the current
fiscal," he said. At present, 'New u ' operates primarily in the beauty products
retail market in India. In addition to selling Dabur India's brands, the store also
stocks products from HUL, P&G and L'Oreal among others.
On the company's retail brand strategy, ITC Personal Care CEO Sandip Kaul
said, "We are selling our premium skin care range Fiama Di Wills and Essneza
27
Amul Brand
Di Wills in our retail store Wills LifeStyle across the country and this strategy
has worked well for us."
RS Sodhi, general manager, GCMFL said the company's retail brand 'Amul
Parlour' has built the Amul brand stronger and has also brought in volumes.
"We are adding on 2,000 Amul Parlours this fiscal. . We have a plan of creating
10,000 Amul Parlours by 2012," he said. At present, Amul has 5000 Amul
Parlours and 400 Scooping Parlours in India. According to industry sources,
FMCG majors Emami and Rasna are also gearing up to foray into the retail
arena, armed with different retail models. There are many FMCG majors who
are looking for alliances with traditional stores to foray into the organised
retailing arena in India.
28
Amul Brand
29
Amul Brand
Amul’s Products
Bread Spreads
Amul Butter Amul Lite
Utterly Butterly Delicious Low fat, low Cholesterol
Bread Spread
Milk Drinks
Amul Kool Millk Shaake Amul Kool
30
Amul Brand
Amul Kool Flavoured Bottled Milk Amul Kool Flavoured Tetra Pack
Powder Milk
Amul Spray Infant Milk Food Amul Instant Full Cream Milk Powder
Still, Mother's Milk is Best A dairy in your home
for your baby
Fresh Milk
Amul Fresh Milk Amul Gold Milk
This is the most hygienic
milk available in the market.
Pasteurised in state-of-the-
art processing plants and
pouch-packed for
convenience.
31
Amul Brand
Amul Taaza Double Toned Milk Amul Lite Slim and Trim Milk
Amul Calci+
Cheese
Amul Pasteurised Processed Cheese Amul Cheese Spreads
100% Vegetarian Cheese Tasty Cheese Spreads in 3
made from microbial rennet great flavours..
Gouda Cheese
For Cooking
32
Amul Brand
Desserts
Amul Ice Creams Amul Shrikhand
Premium Ice Cream made A delicious treat,
in various varieties and anytime.
flavours with dry fruits
and nuts.
33
Amul Brand
Health Drink
Nutramul Amul Shakti Health Food Drink
Malted Milk Food made Available in Kesar-
from malt extract has the Almond and Chocolate
highest protein content flavours.
among all the brown
beverage powders sold
in India.
34
Amul Brand
Cheese
GCMMF launched processed cheese in 1959 followed by cheese powder in the
early 1970s. In the 1980s the popularity of cheese increased
35
Amul Brand
36
Amul Brand
Today ice creams are equally popular among children and grown-
ups. Eating ice creams have become an occasion for celebration. In India alone,
the organised ice cream industry has a turnover of around Rs. 1000 Cr. and the
market is witnessing a booming growth rate of 12-15% annually.
Per capita consumption of ice creams in India is around 250 ml compared to 23
litres in the US, 18 litres in Australia, 14 litres in Sweden and 800 ml even in
neighbouring Pakistan. This presents a huge opportunity for organised players
in the ice cream industry.
37
Amul Brand
38
Amul Brand
The recipes on offer at these Scooping Parlours are designed by Amul. The
maximum retail price of the products is pre-determined by Amul. The
disposables and consumables are also standardized by Amul and supplied by
parties approved by Amul.
39
Amul Brand
Group turnover
The unduplicated group turnover of GCMMF and its 13 dairy cooperatives has
touched the Rs 10,000-crore mark, an official said.
With its quality products and fair pricing, at a time when the economy is
witnessing recessionary trends, GCMMF has proved that businesses engaging
in the upliftment of the farmers and keeping consumers at the centre will
continue to grow and benefit both these stakeholders.
Amul to use only natural vanilla in its ice-cream
Stakeholders
It is these stakeholders who have turned Amul into the largest milk brand of
Asia, he said.
40
Amul Brand
Amul has been consistant over the communication campaign and brand
strategy. AMUL has positioned itself as " Taste of India " and have ensured that
their communication is in line with their positioning strategy
By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-
union conflicts but also created an opportunity for the union members to
cooperate in developing products
41
Amul Brand
For the calorie conscious and the weight conscious users of dairy products
there is some good news from the topmost brand in Indian dairy products
—‘Amul.’ Its recent introductions include ‘Amul Lite’ –a low-calorie bread
spread and ‘Amul Lite and Trim Milk’—a long life skimmed milk with zero fat
content.
‘Amul Lite’—low-fat, low-calorie and low-cholesterol bread spread—is a
healthier substitute for other bread spreads such as butter and margarine which
have at least 26% more fat and calorie content.
The total fat content in ‘Amul Lite’ is 59% as compared to 80% in butter
and margarine. And, the calorie content in 100 grams of ‘Amul Lite’ is 531 as
compared to 720 calories in butter and margarine of equal quantity.
Being a low-fat, low-cholesterol bread spread, ‘Amul Lite’ is particularly
suited to those for whom consumption of high cholesterol and high saturated fat
products are restricted.
Its low-fat and low-cholesterol content reduces chances of heart ailments as
it is low on saturated fat and high on PUFA, Omega-3 and Omega-6 fat contents
which help to maintain healthy cholesterol levels.
It is further fortified with Vitamin A and Vitamin D which help to improve
vision and healthy skin.
For a start, ‘Amul Lite’ has been introduced in 200gms plastic containers
which cost Rs.32.00 each. The shelf life of “Amul Lite’ is six months under
refrigerated conditions. ‘Amul Lite’ is produced in ISO-9000 certified fully-
automated plant under strict hygienic conditions and it carries the AGMARK
quality certification.
‘Amul Lite Slim and Trim Milk’ is a fresh, long life skimmed milk
processed with Ultra High Temperature (UHT) technology which does not
involve use of any preservatives.
The UHT technology preserves maximum flavour, taste and nutritional
value of milk simultaneously ensuring zero microbial activation.
Protected from air and light through aseptic packaging system, ‘Amul Lite
Slim and Trim Milk’ offers a shelf life of 6 months without refrigeration.
‘Amul Lite Slim and Trim Milk’ is rich in proteins, vitamins and minerals
of natural milk with zero fat and cholesterol content.
It is available in 1 liter, 500ml and 200ml tetra packs.
‘Amul’ is the brand name of Gujarat Cooperative Milk Marketing
Federation Limited (GCMMF) which revolutionized the production and
distribution of diary products in India and became a model for development of
dairy cooperatives in India.
42
Amul Brand
The brand name has become so popular that today the cooperative is
recognized by its brand name. According to data provided by the cooperative,
the ‘Amul’ milk processing plants have a handling capacity of 10.16 million
liters per day and the turnover of the cooperative for the year 2006-2007 was
42,778 million rupees or 1,050 million US dollars.
‘Amul’ has an amazing range of dairy products which include butter, bread
spread, a variety of cheese, sweets, fresh milk, fresh cream, ghee (clarified
butter), infant milk and milk food, milk powder, condensed milk, diary
whiteners, curd products, ice creams, chocolates, malted milk food (brown
beverage), flavoured milk, cold coffee and health beverage.
‘Amul’ is the largest exporter of Indian dairy products with a ‘Trading
House’ status. It exports ghee, butter, curd products, sweets, brown beverage,
infant milk food, cheese, malai paneer and long life milk and fresh cream to the
United States of America, gulf countries and Singapore.
Recently, ‘Amul’ embarked on a direct retailing venture by creating ‘Amul
Utterly Delicious’ parlours in Ahmedabad, Bangalore, Baroda, Delhi, Mumbai
and Surat.
43
Amul Brand
44
Amul Brand
Hey prestea!
Instant convenience has been developed in India by Tata tea. Bottled in powder
form under the label ‘Brim’, the new tea is being test marketed in Hyderabad.
Reports indicate that the brew is well accepted and appears poised for a national
roll-out. The domestic tea market has been experiencing some interesting
changes in the last few years. For one, the loose tea segment is growing faster
than the packet. Something like 73 per cent of the 350 million kg. annual
domestic market is purchased loose. Paradoxically, loose tea is not necessarily
cheaper than packet. In many cases high-grade loose teas cost more than
packeted medium grades.
To revert to instant tea, it remains to be seen how large a market does exist for
this form of beverage. Tea bags, another convenience version, reportedly have
not caused a storm. Where instant ‘cha’ may score is in eliminating any left-
overs-wet leaves or soggy bags. It’s an economical way for an individual to
brew up a single cup at the whisk of a spoon. Of particular appeal to bachelors,
office-goers and students in hostels.
45
Amul Brand
Pricing strategy adopted: Thus, AMUL adopted a low price strategy to make their
products affordable and guarantee value to the consumer. The success of this
strategy is well recognized and remains the main plank of AMUL's strategy even
today. The choice of product mix and the sequence in which AMUL introduced its
products is consistent with this philosophy. Beginning with liquid milk, the product
mix was enhanced slowly by progressive addition of higher value products while
maintaining desired growth in existing products. Even today, while competing in the
market for high value dairy products, GCMMF ensures that adequate supplies of low
value products are maintained. Amul was/is targeting middleclass people so it has
always been inclined to keep its price low and at same time it assures of reasonable
quality.
46
Amul Brand
Huge ad campaigns are not always necessary, what you need is a genuinely
interesting way to interact with your customers, tell them your story and
engage them in a conversation, even if you are selling something that is soo
commoditized like butter. Thus Amul believed that huge expenditure on
advertising was not always necessary , if an Advertisement has creativity and
ingenuity it will achieve its purpose for which it has been designed.
The slogan has always been 'Utterly Butterly delicious'. What is it about the
Amul ad that has kept the viewers wanting more? The biggest success seems to
be like that of the Common Man, no particular time or period could have frozen this
character. It does not belong to an era. It has moved along with time reacting to
the new events through time
The answer to the second question is mascot advertising which has been
used by Amul like a marketing tool to carve a niche for its brand.
50 years after it was first launched, Amul's sale figures have jumped from 1000
tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand
comes even close to it. All because a thumb-sized girl climbed on to the
hoardings and put a spell on the masses.
These advertisements had sometimes met up with controversies but still people liked
the ;pun element in them.
The success story of Amul says one thing to all the other ad campaigns that did not
manage to last too long or had to get a whole new look in order to stay in the
market. Its a mixture of keeping with the times, humor and understanding the need
of the hour of the people. Amul boardings are a thing of attractions in India.
In India, food was something one couldn't afford to fool around with. It had been
taken too seriously, for too long. Sylvester daCunha decided it was time for a
47
Amul Brand
change of image. The image changeover was required because the earlier
advertisements were very routine and boring .
This use of mascot as a marketing medium highlights the clever use of topical
advertising by GCMMF using humor, to generate higher brand recall. It out the
utility of hoardings as an effective marketing communications tool for marketers.
Where does Amul's magic actually lie? Many believe that the charm lies in the
catchy lines. That we laugh because the humour is what anybody would enjoy.
They don't pander to your nationality or certain sentiments. It is pure and simple,
everyday fun.
The Amul girl who lends herself so completely to Amul butter, created as a rival to
the Polson butter girl. This one was sexy, village belle, clothed in a tantalising
choli all but covering her upper regions. "Eustace Fernandez (the art director) and
Sylvester daCunha decided that they needed a girl who would worm her way into a
housewife's heart. And who better than a little girl?".And so it came about that the
famous Amul Moppet was born.
Amul ads are iconic, in that they have not changed in all this time. They are as
contemporary today as they were four decades ago when they created a sensation
in 1967. The ads were funny, simple and on occasion controversial but always they
did their job – they got our attention!! Amul has used the hoardings and
advertising to perfection. Taking cues from new films, celebrities, the creatives are
fun to watch. More over Amul has sticked with the creative messages throughout
The Amul girl, apart from promoting a $1-billion brand, has been bringing
smiles to millions. And this smile has spelt a huge success and changed the
livelihood of over 2.5 million Gujarat farmers. The sales figures of Amul
butter have jumped from a few lakh rupees in 1966 to over Rs 500 crore
now. Apart from rapid growth and trustworthiness, the four-year-old girl
has also ensured a virtual monopoly for Gujarat Cooperative Milk
Marketing Federation Ltd (GCMMF) that sells Amul brand of dairy
products.
This tells a lot about why big marketing budgets, huge ad campaigns are
not always necessary, what you need is a genuinely interesting way to
interact with your customers, tell them your story and engage them in a
conversation, even if you are selling something that is soo commoditized
like butter.
48
Amul Brand
(ii) value proposition to a large customer base by providing milk and other
dairy products a low price
Amul has made the use of following media platforms till know :
49
Amul Brand
The cooperative has been making extensive use of hoardings for promoting its
flagship brand ‘Amul Butter’ since 1966, and is all set to enter the Guinness
Book of World Records for the longest run promotion campaign. The
advertisements are in the outdoors category and are communicated through
hoardings at busy junctions in all major cities across India.Amul had used
outdoor advertising to a good effect with the middle class people as their targets
they were able to create an image for their brand in the minds of consumer .
50
Amul Brand
This hoarding was released after the success of movie cheeni kum . the chef
in the movie is Amitabh Bachan and the girl alongside her is the girl whom
51
Amul Brand
This hoarding was made after the release of the Shahrukh Khan starrer Om
Shanti Om . He was talk of the town and every teenager desired to have
body like him , this advertisement also adds to the pun.
52
Amul Brand
53
Amul Brand
Setting up ice cream parlours on Second Life was actually a pilot project. It will
take around six months to launch the virtual Amul setup on Second Life. The Amul
ice cream parlours showcase topical ads of Amul starting from the late 1990s,
Amul TV commercials and product displays.
Second Life is an Internet enabled virtual world in which users can create their
virtual identities. These identities can move around, interact and socialise with
other users. Members of Second Life can participate in individual or group
activities and create and trade items like virtual property and services with each
other. A member has to pay for the space he purchases on Second Life. Second
Life is developed by Linden Lab, a company based in the US.
c. Amul.tv.com- It showcases short films and Tvc’s related to amul.at this site
recipes of favourite Indian dishes are also given.
54
Amul Brand
TV reaches every demographic category and achieves a certain impact with the
use of colour , audio and motion. Amul has aired a lot of advertisements for its
various product categories .some of the advertisements which we had collected
are here .
55
Amul Brand
56
Amul Brand
Sales promotion
Direct marketing
Amul has not really been into personal selling because it’s aim has been to
position its brand and not to approach individual customers. Moreover in case of
consumer marketing that is when a product is for the masses then personal selling
is not a feasible mode ofcommunicating your product concept to the target
audience.
They also cameup with short movie “THE AMUL STORY” of 20 mins to
promote and show the life of the employees working in amul and their networks.
Receive Free Reusable Ice Pack for keeping food and drinks cold, US $5.00
Retail Value.
Receive Amul promotional items with your package like Amul Recipe Book,
Butter Girl refrigerator magnet, etc.
Get a free family pass for visiting Amul's Dairy Plant in Anand Gujarat.
57
Amul Brand
Special Offers for Party Orders of 1 or more cartons of any single Amul
Product. Ask for special quote.
Makes you directly eligible to enroll for The Fly Me Home Contest Sponsored
By Amul and many more Internet Promotions in the Pipeline.
No Sales Tax for Internet Sales except for Illinois residents at the Present time.
These measures are concentrating on goods other than ice cream. The sales
promotion specifically adopted in case of ice creams sector:
1. On every 1 litre purchase of any Amul ice cream get 25% free.
2. 1+1 free Family/ Party pack.
3. This diwali they brought schemes of getting cache free with 1litre ice cream
which attracted many housewives.
58
Amul Brand
DIRECT MARKETING
Amul "Utterly Delicious" Parlours
Amul has recently entered into direct retailing through "Amul Utterly
Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda,
Delhi, Mumbai, Hyderabad and Surat. Amul has plans to create a large chain of
such outlets to be managed by franchisees throughout the country. They have
created Amul Parlours at some prominent locations in the country, which are
run by the company or its wholesale dealers:
59
Amul Brand
These Amul parlours are unique in the sense that they offer all Amul products
under one roof. This direct marketing mesure will surely go a long way in
establishing Amul further . even a brand like Cadburys isnot having any such
outlet where all its products are sold under one roof .
With the clutter of music reality talent hunt shows on television, it becomes
difficult to differentiate one from another. TALENT is the key which set
AMUL STAR VOICE OF INDIA apart from the rest in its first season and
brought singing talents like Ishmit Singh Sodhi, Harshit Saxena, Abhaas
Joshi, Irfan Khan, Toshi to the forefront. Amul Star Voice of India has served
as the ultimate platform for budding singers from across the nation to realize
their dreams, the show went on to become the most entertaining and involving
show to hit Indian television. In keeping with its philosophy of offering
engaging and distinct content, Star Plus now announces the launch of the
second series AMUL STAR VOICE OF INDIA with an even bigger bang!
INTERNATIONAL MARKETING
GCMMF has a wide range of products in the processed cheese segment. It has
also been a pioneer in the specialty cheese market in the country. Its cheese
business grew at 18% in 2005-2006. GCMMF exports cheese to the tune of 600
tons, making it the largest cheese exporter in the country. The export market
includes the Middle East, Singapore, Hong Kong, and the United States of
America; countries that have a large Indian population, and the neighbouring
countries of Sri Lanka, Bhutan and Nepal.
60
Amul Brand
Amul was formally registered on December 14, 1946. The brand name Amul,
sourced from the Sanskrit word Amoolya, means priceless. It was suggested by
a quality control expert in Anand. Some cite the origin as an acronym to (Anand
Milk Union Limited).The Amul revolution was started as awareness among the
farmers. It grew and matured into a protest movement that was channeled
towards economic prosperity. Over five decades ago, the life of an average
farmer in Kheda District was very much like that of his/her counterpart
anywhere else in India. His/her income was derived almost entirely from
seasonal crops. The income from milk buffaloes was undependable. Private
traders and middlemen controlled the marketing and distribution system for the
milk. As milk is perishable, farmers were compelled to sell it for whatever they
were offered. Often, they had to sell cream and ghee at throw-away prices. In
this situation, the private trader made a killing. Gradually, the realization
dawned on the farmers that the exploitation by the trader could be checked only
if they marketed their milk themselves. Amul wasthe result of the realization
that they could pool up their milk and work as a cooperative.The Kaira District
Co-operative Milk Producers’ Union Limited began pasteurizing milk for the
Bombay Milk Scheme in June 1948. By the end of 1948, more than 400 farmers
joined in more Village Society, and the quantity of milk handled by one
Union increased from 250 to 5,000 liters a day. The success of Amul was
instrumental in launching the White Revolution that resulted in increased milk
production in India. It is officially termed as Operation Flood by Amul. The
breakthrough technology of spray-dryingand processing buffalo milk,
developed by Mr. H.M. Dalaya, was one of the key factors that contributed to
the Revolution .Success of Kaira District Co-operative Milk Producers’ Union
Limited and setting up of District Co-operative Milk Producers’ Unions, needed
a state-level organization for entire Gujarat. That lead to creation of Gujarat
Cooperative Milk Marketing Federation (GCMMF).GCMMF is
India’s largest food products marketing organization. It is a state level apex
body of milk cooperatives in Gujarat, which aims to provide remunerative
returns to the farmers and also serve the interest of consumers by providing
quality products, which are good value for money. GCMMF markets and
manages the Amul brand. From mid-1990′s Amul has entered areas not related
directly to its core business. Its entry into ice cream was regarded as successful
due to the large market share it was able to capture within a short period of time
– primarily due to the price differential and the brand name. It also entered the
Pizza business, where the base and the recipes were made available to restaurant
owners who could price it as low as 30 rupees per pizza when the other players
were charging upwards of 100 rupees .Since 1967 Amul products’ mascot has
61
Amul Brand
been the very recognizable “Amul baby” (a chubby butter girl usually dressed
in polka dotted dress) showing up on hoardings and product wrappers with the
equally recognizable tagline Utterly Butterly Delicious Amul. The mascot was
first used for Amul butter. But in recent years in a second wave of ad campaign
for Amul products, she has also been used for other product like ghee and milk.
She is probably one of the most enduring mascots in the world. Amul has been
able to withstand the onslaught of private and foreign players in the dairy
industry and has also been able to export products in limited quantities. The
success of Amul resulted in similar organizations being setup by state
governments throughout
India, most of which had reasonable success. Examples are Vijaya in Andhra
Pradesh, Aavin in Tamil Nadu and others.Other co-operative rivals of Amul
include National Dairy Development Board (NDDB) (with its Mother Dairy
and Sugam brands). With Amul entering the sports drink market, its rivals now
include Coca Cola and PepsiCo.
62
Amul Brand
Requirements of franchisee
Brand Elements of the Scooping Parlour
Franchisee requires around 300 Sq. Ft. space at a premium location.
Air-conditioned parlour with toughened glass installation at the entrance
Wall claddings with Green Lam Laminates of fiesta colour (Saffron Hue)
Signature A made from stainless steel at the entrance
Neon sign with Amul in acrylic letters as per standard specifications
Interiors with vinyl posters & price list
POS with retailing software
Investment Required
Equipments Required
Equipments Cost in Rs.
Scooping Cabinet with SS bowls 30,000
Waffle Cone Machine 13,000
Mixer/Grinder 3,000
Cone Holder/Toppings Tray for
placing Sauces, Nuts etc. 1,000
Visi-Coolers 28,000
Deep-Freezers - 2 Nos. 50,000
POS Machine 25,000
Total Cost 150,000
63
Amul Brand
Operation
The franchisees shall be supplied with pre-packed Amul Ice-Creams/Amul
products in different varieties and volumes as per their requirement through
authorized wholesale distributors. The franchisees shall purchase necessary
toppings, sauces and consumables from approved vendors/brands. The products
to be sold from these parlours would be as per the recipes and prices approved
by Amul.
Agreement
An agreement would be executed between the franchisee and GCMMF Ltd. as
per the standard draft finalized by GCMMF Ltd.
Testimonials
“Amul Scooping Parlours have been an extremely good business opportunity
for us.
The excellent sales have ensured a handsome return on our investment.”
Rashmi Sali and Anil Sali, D.N. Nagar, Mumbai.
64
Amul Brand
New Marketing Strategies By Amul Milk And Tata Tea Making Waves .Indias
Introduction To Convenience Packs Started Through Two Food Products Milk
And Tea
Marketing Practice Amul The Taste Of India Utterly Delicious Too.What I Like
Most About The Amul Brand Is That They Have Been Consistant Over The
Communication Campaign And Brand Strategy AMUL Has Positioned Itself As
Taste Of India.
65
Amul Brand
Research agency TNS recently conducted a study to find the best brands in Asia
Pacific region and The Top 1000 brands thus listed were almost same as last
year’s with only few Indian brands making entry into the top segment.
Random set of people were asked two questions in each of 12 major categories
pertaining to the best and second best brand that would come to the
respondent’s mind for a particular product/service category. The definition of
best was one the respondent would trust the most or the one that had the best
reputation in the product/service category.
Brands ranked accordingly for India region shows only one home brand in the
top 10 list and the rest all being MNCs. The Milk cooperative company Amul is
the sole Indian brand and the most popular brand in the FMCG sector. Also,
Amul is ranked the No.1 dairy brand not just in India but across the Asia Pacific
region and competing with brands like Dumex, Walls, Anchor, Magnolia,
Kraft, Dutch Lady, etc..
1. Sony
2. LG
3. Samsung
4. Amul (#73 in the Top 1000 brands list)
5. Google (also most discussed technology brand in India)
1. Sony
2. LG
3. Samsung
4. Amul (#83 in the Top 1000 brands list)
5. Hewlett-Packard
66
Amul Brand
67
Amul Brand
The agency has been handling the campaign since its promoter Sylvester
daCunha bagged the account in 1966. All the credit for the brand’s tag line
‘Utterly Butterly Delicious Amul’, the moppet and the yummy spoofs goes to
daCunha. The brand (not just butter) spends less than per cent of its total
turnover on advertising.
68
Amul Brand
CRISIL, India's leading Ratings, Research, Risk and Policy Advisory company,
has assigned its highest ratings of "AAA/Stable/P1+" to the various bank
facilities of GCMMF.Members:13 district cooperative milk producers' Union
69
Amul Brand
1994-95 11140355
1995-96 13790400
1996-97 15540450
1997-98 18840455
1998-99 22192493
1999-00 22185493
2000-01 22588500
2001-02 23365500
2002-03 27457575
2003-04 28941616
2004-05 29225672
2005-06 37736850
2006-07 427781050
2007-08 525541325
2008-09 671131504
2009-10 800531700
70
Amul Brand
Amul vs. Nestle vs. Mother Dairy: Indian Grown Dairy Products
Difference between Amul, Nestle and Mother Dairy
India has the largest and fastest milk and milk products market in the world. If
the growth of this sector is extrapolated, it is observed that in the next ten years
production will increase to about three times today’s numbers. India produces
milk with the lowest cost at around 40 cents per litre. Amul, Nestle, Britannia,
Mother Dairy are some of the major companies that produce milk and milk
products in India. However, factors such as lack of adequate amount of fodder
and unavailability of veterinary doctors have reduced the yield of milk per
animal. This article compares India’s three popular dairy organisations Amul,
Nestle and Mother Dairy.
Organisation
Nestle S.A. (Switzerland) runs its subsidiary in India with the name Nestle
India. It has setup seven factories throughout the country. Apart from India,
Nestle S.A. operates in eighty five other countries. Nestle originated in 1905
and is named after Henri Nestle. It grew rapidly during World War I. Amul is
based in Gujarat. It’s basically Gujarat co-operative milk marketing federation
(GCMMF). It has won various national awards which includes the Rajiv Gandhi
National Quality Award and the Ramakrishna National Quality Award. Mother
Dairy is owned by National Dairy Development Board of India (NDDB). It was
established in 1974 and is an ISO certified organisation.
Products
Nestle offers its products in four categories viz. Milk products and nutrition,
prepared dishes and cooking aids, beverages, and chocolates and confectionary
products. Milkmaid, Nescafe, Maggie, everyday, Polo, Kit-Kat are some of its
very famous brands. It has a total of six thousand brands. Amul delivers milk,
butter, ghee, ice creams, cheese and so on. Its turnover was 67.11 billion Indian
Rupees in 2008-09. It has over 50 products on the Indian market. Mother Dairy,
on the other hand, in addition to its milk products, offers the Dhaara - range of
edible oils and Safal – range of fresh fruit juices. It has around two hundred
thousand outlets across the India.
71
Amul Brand
Amul
Gujarat co-operative milk marketing federation (GCMMF) owns Amul.
Rajiv Gandhi National Quality Award and Ramakrishna National Quality
Award winner. Amul delivers milk, butter, ghee, ice creams, cheese etc. and has
over 50 products. Amul has milk handling capacity of 11.2 million litres per
day.
Nestle
Nestle S.A. (Switzerland) runs its subsidiary in India with the name Nestle
India. It has a total of six thousand brands. In 2009 Nestle recorded a net profit
of CHF 10.43 billion, 16% of which was from Asia.
Mother Dairy
Mother dairy is owned by National Dairy Development Board of India
(NDDB).
It was established in 1974 and is an ISO certified organisation.
Also offers Dhaara - range of edible oils and Safal – range of fresh fruit juices.
Mother dairy markets around 2.8 million litres of milk everyday.
72
Amul Brand
One of India's most successful organisations, Amul, has been ranked among the
largest dairy businesses in the world by International Farm Comparison
Network (IFCN).
The IFCN analyses global dairy trends and guides the stakeholders in the dairy
sector in over 80 countries. Amul has been ranked at No. 21 in the world based
on the milk production during the year 2007.
With the stellar growth pace that it has set, Amul is likely to be move up the
rankings this year. The other dairy businesses included in the ranking are
Fonterra, Campina & Friesland, Dairy Farmers of America, Arla Foods, Dean
Foods, etc.
India's milk production has hit 114.4 million MTs making it the largest milk
producer in the world, ahead of the United States of America and Germany.
A look at Amul's incredible journey in becoming a global brand...
73
Amul Brand
SWOT ANALYSIS
Strengths:
Demand profile: Absolutely optimistic.
Margins: Quite reasonable, even on packed liquid milk.
Flexibility of product mix: Tremendous. With balancing equipment, you can
keep on adding to your product line.
Availability of raw material: Abundant. Presently, more than 80 per cent of
milk produced is flowing into the unorganized sector, which requires proper
channelization.
Technical manpower: Professionally-trained, technical human resource pool,
built over last 30 years.
Weaknesses:
Perishability: Pasteurization has overcome this weakness partially. UHT gives
milk long life. Surely, many new processes will follow to improve milk quality
and extend its shelf life.
Lack of control over yield: Theoretically, there is little control over milk yield.
However, increased awareness of developments like embryo transplant,
artificial insemination and properly managed animal husbandry practices,
coupled with higher income to rural milk producers should automatically lead to
improvement in milk yields.
Logistics of procurement: Woes of bad roads and inadequate transportation
facility make milk procurement problematic. But with the overall economic
improvement in India, these problems would also get solved.
Problematic distribution: Yes, all is not well with distribution. But then if ice
creams can be sold virtually at every nook and corner, why can’t we sell other
dairy products too? Moreover, it is only a matter of time before we see the
emergence of a cold chain linking the producer to the refrigerator at the
consumer’s home!
Competition: With so many newcomers entering this industry, competition is
becoming tougher day by day. But then competition has to be faced as a ground
reality. The market is large enough for many to carve out their niche.
Opportunities:
"Failure is never final, and success never ending”. Dr Kurien bears out this
statement perfectly. He entered the industry when there were only threats. He
met failure head-on, and now he clearly is an example of ‘never ending
success’! If dairy entrepreneurs are looking for opportunities in India, the
following areas must be tapped:
74
Amul Brand
Threats:
Milk vendors, the un-organized sector: Today milk vendors are occupying the
pride of place in the industry. Organized dissemination of information about the
harm that they are doing to producers and consumers should see a steady
decline in their importance.
The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’
far outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are
fundamental and weaknesses and threats are transitory. Any investment idea can
do well only when you have three essential ingredients: entrepreneurship (the
ability to take risks), innovative approach (in product lines and marketing) and
values (of quality/ethics).
The Indian dairy industry, following its delicensing, has been attracting a large
number of entrepreneurs. Their success in dairying depends on factors such as
an efficient yet economical procurement network, hygienic and cost-effective
processing facilities and innovativeness in the market place. All that needs to be
done is: to innovate, convert products into commercially exploitable ideas. All
the time keep reminding yourself: Benjamin Franklin discovered electricity, but
it was the man who invented the meter that really made the money!
75
Amul Brand
· A Memento
· A Certificate of excellence
· A Gift hamper of books
· DVD: Amul India Story
In addition to the above, the list/photographs of winners would also be updated
on Amul’s website www.amul.com, the winner would also be featured in
India’s leading newspaper and would get national recognition.
The SSC (Vidyashree Award) & HSC (Vidyabhushan Award), school topper
(must have scored above 60% aggregate mark) for the academic year 2009-10,
will be eligible for the above mentioned award. In case of HSC students, school
topper of each stream like Science, Commerce, Arts, etc. can enroll.
We are glad to inform you that we have initiated the enrolment for the above
awards for the current year.
The Application Form and other details are available on our website
www.amul.com.
To submit the online entry, you are requested to kindly visit our web-pages:
http://www.amul.in/award/lists/vidyashree.php : For Amul Vidyashree Award
http://www.amul.in/award/lists/vidyabhushan.php : For Amul Vidyabhushan
Award.
Amul Gabrani, Vice Chairman and Managing Director, Tecpro Systems Ltd is
the founding member of Tecpro. He holds a bachelor’s degree in mechanical
engineering from Delhi College of Engineering and a master’s degree in
business administration from the University of Delhi. He started his career with
Ingersoll Rand in 1981 and has more than 28 years of experience in the material
handling industry. He was associated with Voltas Limited from 1984 to 1986
and thereafter worked with Fenner (India) Limited until 1990. He has been a
member of Tecpro’s Board of Directors since incorporation.
Tecpro Systems Ltd. was incorporated in 1990 and is promoted by Mr. Ajay
Kumar Bishnoi and Mr. Amul Gabrani who are first generation entrepreneurs
with more than 25 years of experience in project management of material
handling systems. With an aim to focus on turnkey BoP contracts in the thermal
power generation sector, Tecpro Systems Limited was awarded the first BoP
contract worth Rs. 9,930 million by the Chhattisgarh State Power Generation
Company for 1×500 MW thermal Power plant at Korba West in August 2009
through a consortium led by the company. Tecpro Systems is an established
player in material handling, engaged in providing turnkey solutions in material
handling, ash handling, balance of plant (BoP) and engineering, procurement
and construction (EPC) contracts. The company is mainly involved in
designing, engineering, manufacturing, selling and commissioning range of
systems and equipment for the core infrastructure sectors like power, steel,
cement and other industries.
Speaking to Jasmine Kohli of IIFL, Amul Gabrani says ” As of July 31, 2010,
we have 269 material handling orders worth Rs10.52bn while the overall order
book position was Rs23bn.”
78
Amul Brand
Part of the IPO proceeds would be used for expansion of existing facilities.
Tecpro Systems Ltd. started operations in 2001 and up to March 31, 2010, the
company had executed 1,042 material handling orders and presently, 269 orders
are under execution.
79
Amul Brand
enhance our capability to execute our projects in a timely manner and improve
our profitability.
The topline has grown from Rs1068mn in FY06 to Rs14850mn in FY10 and
bottomline has grown from Rs91mn in 2006 to Rs1085mn in 2010.
Year 2010 2009 2008
Operating Income 14,549 7,993 5,047
PAT 1,085 554 409
80
Amul Brand
CASE STUDY-1
AMUL BUTTER: (Managing Mass Communications) The Gujarat
Cooperative Milk Marketing Federation (GCMMF), India’s largest food
products marketing organization, has successfully implemented its Amul butter
campaign primarily through the use of billboards at strategic places. The
campaign, which started in 1967, introducing Amul butter’s brand ambassador
—a round-eyed, chubby-cheeked girl in a polka-dotted frock, had been India’s
longest running campaign. The Amul butter campaign forms part of the
collective memory of a large number of Indians, many of whom grew up
watching the Amul butter topicals. When the campaign was launched in 1967,
Amul wanted to break the dull, boring image built by normal corporate
advertisement and establish a livelier image. Moreover, Amul wanted a mascot
which would win hearts of housewives and could rival ‘The Butter Girl’, the
mascot of the main competitor Polson. The challenge was to bring excitement to
the image of Amul butter by involving humor but without offending the Indian
mass and housewives who had taken food seriously and would not like to fool
around with it. The campaign was managed by Sylvester daCunha, who in
collaboration with artist Eustace Fernandes, created the Amul butter mascot,
now popularly called Amul girl. They also wrote the tag-line “Utterly Butterly
Delicious Amul”. The campaign introduced the strategy of wooing the
consumer by applying humor in advertisements for the first time in India. Since
the campaign planned to use a number of billboards in the city of Bombay (now
Mumbai), the sketches were kept simple so that painters could paint the
billboards quickly. The first billboards, put up in 1967, not only charmed
everyone’s hearts but also enabled Amul butter to establish itself in the city of
Bombay. As the campaign became successful, Amul continued the campaign
with the objective of ruling the hearts of consumers by reminding them of its
presence in their daily life. While the initial ads made statements of some kind
or the other, the campaign slowly acquired a topical tenor. The campaign
utilized billboards at strategic locations on a pan-India level and emerged as a
communication tool that commented on current events related to politics,
television, films, celebrities, cricket, economy, environment, festivals, foreign
affairs, great Indians, Internet, kids, lifestyles, music, sports, strikes, and the
urban life. The message strategy tried to evoke humor in the target audience by
use of Hinglish, a mixture of Hindi and English. The message, with the Amul
butter girl playing the role of a social observer, succeeded in connecting with
the target consumer, thus enhancing the brand image. The success is also
reflected in the sales as the sales of Amul butter has jumped from less than
INR 1 million in 1967 to over INR 5 billion in 2007. Over the last forty years,
the basic structure of the campaign has remained the same with the Amul girl
holding out her favorite packet of butter, accompanying a sketch of the topic for
81
Amul Brand
which comments were made along with the catch-line “Utterly Butterly
Delicious”. The consistency has been attributed to GCMMF’s policy of
continuing with the same agency for the execution of campaign. Another
hallmark of the Amul butter topical campaign had been the speed with which
the advertisements were put up on the billboards overnight. daCunha
Communications, who have been handling the campaign for nearly forty years,
credit the speed of execution to the free hand given by GCMMF to the ad
agency for the content and the artwork of the ads. In fact even the top
management of GCMMF comes to know about the contents of the ads only
when the advertisements go on the billboards. For each of the products,
GCMMF has a policy of spending up to one percent of the previous year’s
turnover for the next year’s advertising. However, the high levels of brand
awareness, large-market share, and the low cost of billboard strategy ensure that
GCMMF does not have to spend more than one percent of Amul butter turnover
on advertising. Despite the entry of many new players in the butter market,
GCMMF is only spending INR 20 million on a turnover of INR 5 billion for
advertising Amul butter. In order to maintain dominance, GCMMF undertakes
regular brand impact analysis for the campaign, based on sales audit reports by
A. C. Nielson.
Questions
Q2. Comment on the objectives and budget allocation process for Amul butter
campaign. Do you feel that the current budget needs to be increased in light of
entry of new players?
82
Amul Brand
Case Study-2
Amul cuts butter supplies by 25% on low milk output
CHANDIGARH/AHMEDABAD: Blame it on poor monsoon if your toast goes
without butter for the next two weeks. Low milk production has led the
country’s top butter producer Amul to cut its supplies by 25%. The shortage is
so acute in the 16,000-tonne branded butter market that even marginal players
like Britannia, Mother Dairy, and Verka are not able to fill in the void left by
Amul. Though the players are witnessing a rise in demand for their products,
they are still unable to meet the demand.
The branded butter market in India is worth Rs 1,000 crore and Gujarat Co-
Operative Milk Marketing Federation (GCMMF) that markets Amul brand of
dairy products controls about 90% of it. As reported by ET earlier, milk
production that usually rises post monsoon, may see a shortfall owing to the
delayed monsoon. According to estimates, the demand for butter is growing at
7-8% annually. The demand typically shoots up during the festival season.
However, the Rs 6,711-crore Amul, has no inventories despite its 13 district
member union network. The co-operative says it will be able to resume supplies
normally only after its members start procuring higher milk quantities. So far,
GCMMF, that gives priority to liquid milk, has managed to retain stable
supplies.
“The demand for milk and milk products has gone up by around 30% this year.
Delayed and poor monsoon has worsened the situation. Meanwhile, reports on
adulteration in milk and butter early this year have compelled a large section of
consumers to opt for a trusted brand like Amul,” GCMMF chief general
manager RS Sodhi said.
Meanwhile, the situation is severe in the north where demand for milk fat
shoots up ahead of the festive season. “We market close to 400 tonne of fat that
goes as high as 600 tonne during the festive season. Now, we are facing acute
shortage of milk fat on account of longer summer that has affected milk
procurement by 20-30% compared to the corresponding period in the previous
year, said VK Singh, MD, Milkfed that markets Verk brand of dairy products.
83
Amul Brand
Conclusion
Thus this brings us to the end of MY project report. I hope that I have been able to
bring forth the point for which we had undertaken the project. They had put much
efforts on their creativity. Amul is one of the successful business houses and other
companies should learn from Amul that how to do their business in a corporately
socially responsible manner. Amul has proved a point , Amul uses only 1 percent
of its turnover for promotions .This shows that it is not always necessary to spend
millions on promotion when you have creativity. Amul brand management strategy
is effective with the help of affective advertisement of the utterly butterly girl,its a
longest advertisement and longest campaign since 1967, it was very affective as the
success is also reflected in the sales as the sales of Amul butter has jumped from
less than INR 1 million in 1967 to over INR 5 billion in 2007. Over the last forty
years, the basic structure of the campaign has remained the same with the Amul
girl holding out her favorite packet of butter. Amul sales doubles every year, the
biggest headache is its distribution & supply chain. Amul Umbrella Branding and
Direct Marketing gives a good platform to build and for the growth of the business
of amul.
84
Amul Brand
BIBLIOGRAPHY
www.amul.com
www.amul.tv.com
www.wikipedia.com
www.icmr.com
www.businessline.com
www.rediffnews.com
www.Indiainfoline.com
WWW.GOOGLE.COM.
85