Professional Documents
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Rural Marketing
For its consistent adherence to quality, customer focus and dependability, GCMMF
has received numerous awards and accolades over the years. It received the Rajiv
Gandhi National Quality Award in1999 in Best of All Category. In 2002 GCMMF
bagged India's Most Respected Company Award instituted by Business World. In
2003, it was awarded the The IMC Ramkrishna Bajaj National Quality Award - 2003
for adopting noteworthy quality management practices for logistics and procurement.
GCMMF is the first and only Indian organisation to win topmost International Dairy
Federation Marketing Award for probiotic ice cream launch in 2007. For the
innovations, GCMMF has received AIMA-RK Swamy High Performance brand
award 2013 and CNN-IBN Innovating for better tomorrow award in 2014. For the
tree plantation activity GCMMF has received seven consecutive Good Green
Governance award from Srishti during 2007 to 2013.
The Amul brand is not only a product, but also a movement. It is in one way, the
representation of the economic freedom of farmers. It has given farmers the courage
to dream. To hope. To live.
Rural Marketing
This co-operative, the Kaira District Co-operative Milk Producers Union Ltd. began
with just two village dairy co-operative societies and 247 litres of milk and is today
better known as Amul Dairy. Amul grew from strength to strength thanks to the
inspired leadership of Tribhuvandas Patel, the founder Chairman and the committed
professionalism of Dr Verghese Kurien,who was entrusted the task of running the
dairy from 1950.
The then Prime Minister of India, Lal Bahadur Shastri decided that the same approach
should become the basis of a National Dairy Development policy. He understood that
the success of Amul could be attributed to four important factors. The farmers owned
the dairy, their elected representatives managed the village societies and the district
union, they employed professionals to operate the dairy and manage its business.
Most importantly, the co-operatives were sensitive to the needs of farmers and
responsive to their demands.
At his instance in 1965 the National Dairy Development Board was set up with the
basic objective of replicating the Amul model. Dr. Kurien was chosen to head the
institution as its Chairman and asked to replicate this model throughout the country.
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Moving consumers from loose milk to packaged milk and gradually move
them up the value chain (tetra pack to beverages) Being exposed to a brand, it
is natural for a customer to try more products Defense Strategy
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 over 4700 Amul parlours across the country, which contributed 3% to
the brands total turnover in year 2009.
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 re-visited 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.
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 contest invites people to
come up with recipes using as many Amul products as possible. The recipe can be
submitted on Amuls website. Slogan Likho Disneyland Dekho Contest Promotion
Amul Maharani contest: in this contest questions about Amul are asked
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Promotion. AMUL sponsored the Singing Competition AMUL Star Voice of India,
Amul music ka maha mukabla, Amul Master Chef Part I and II Promotion
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PRODUCT ACCEPTABILITY
`
1. DAIRY PRODUCTS
2. COOKING PRODUCTS
PLACE AVAILABILITY
1. RURAL AND URBAN MARKET
2. INTERNATIONAL MARKET
PRICE AFFORDABILITY
1. LOW PRICING STRATEGY
PROMOTION AWARENESS
1. ADVERTISEMENT
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2.
The conviction and leadership were what the founders portrayed, which
appeared to be absent in the current generation of professional managers.
3.
4.
5.
As white revolution was going under Dr. Kurien, the opponents did not
appreciate the manner in which he handled the expansion of the industry.
6.
The general belief was that milk grant would be better alternative, not
assuming the milk powder for sale. These plans were termed as WHITE
LIE.
7.
8.
Amuls focus had been in developing managers, not leaders. This aspect
challenged the system, with limited innovation in their product line, systems
and processes.
9.
Rural Marketing