By :Shruti Vatrana

What is
Worlds Largest pouched milk brand

Largest food brand in India

Abbreviations & Important Terms

AMUL- Anand Milk Union Limited. GCMMF- Gujarat Co-operative Milk Marketing Federation Ltd. FMCG- Fast Moving Consumers Goods

Dr. Verghese Kurien -Founderchairman of the GCMMF.

Introduction
In todays brand strategies, the word anticipation becomes

more important than prediction. We no longer havethe

luxury of being reactive, we need to address not only the definite needs of consumers, but the unclear needs as well. But when it comes to our basic needs ,consumer wants to believe on a single brand if it provides them full value of their money. Such a brand which provides its customers a feeling of full satisfaction is AMUL. The brand name Amul means AMULYA. This word derived from the Sanskrit word AMULYA which means PRICELESS. A quality control expert in Anand had suggested the brand name AMUL.

Amul products have been in use in millions of homes since 1946. Amul

Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese,
Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. The Milk Cooperative companyAMUL is the sole indian brand & the most popular brand in FMCG sector. Also , AMUL is ranked No.1 dairy brand not just in India but across the Asia Pacific regions & competing with global brands like Dutch , Dumex , Anchor etc . It was listed 4thIndia brands for 2009 & 2010 as well.

Research
This study comprises of Qualitative research work on various Branding Strategies adopted by AMUL .It is all about exploring issues understanding phenomena & answering questions. While theres a whole industry involved in it persued qualitative research also happens in nearly every workplace & study environment, nearly everyday.. Among the traditional milk products, ghee is the only product, which is currently marketed, in branded form. main ghee brands are Sagar, MilkMan (Britannia), Amul (GCMMF), Aarey (Mafco Ltd), Vijaya (AP Dairy Development Cooperative Federation), Verka ( Punjab Dairy Cooperative), Everyday (Nestle) and Farm Fresh (Wockhardt).

Product line of AMUL

Bread spreads :Amul Butter Amul Lite Low Fat Bread spread Amul Cooking Butter Delicious Margarine Pure Ghee :Amul Pure Ghee Sagar Pure Ghee Amul Cow Ghee Milk Powders :- Sweets :Amul Amul Full Shrikhand & Cream Milk Amrakhand Powder Amul Mithaee Amulya Dairy Khoya Whitener Gulabjamaun Sagar Skimmed Milk Powder Amul Basundi

Sagar Tea and Coffee Whitener

Fresh Milk :-

Curd Products :Yogi Sweetened Flavoured Dahi (Dessert)

Amul Taaza Toned Milk 3% fat

Amul Gold Full Cream Milk 6% fat

Amul Icecreams :Royal Treat Range (Butterscotch, Rajbhog, Malai Kulfi) Nut-o-Mania Range (Kaju Draksh, Kesar Pista Royale, Fruit Bonanza, Roasted Almond) Nature's Treat (Alphanso Mango, Fresh Litchi, Shahi Anjir, Fresh Strawberry, Black Currant, Santra Mantra, Fresh Pineapple)

Amul Shakti Standardised Milk 4.5% fat

Amul Slim & Trim Double Toned Milk 1.5% fat Amul Saathi Skimmed Milk 0% fat Amul Cow Milk

Amul Masti Dahi (fresh curd)

Amul Lite Dahi Amul Prolife probiotic Dahi Amul Masti Spiced Butter Milk Amul Lassee

Sundae Range (Mango, Black Currant, Sundae Magic, Double Sundae)

Assorted Treat (Chocobar, Dollies, Frostik, Ice Candies, Tricone, Chococrunch, Megabite, Cassatta) Utterly Delicious (Vanila, Strawberry, Chocolate, Chocochips, Cake Magic) Amul Sugar Free Ice cream

The moppet who put Amul on India's breakfast table 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.
The Amul girl was the brainchild of SylvesterdaCunha, the managing director of the advertising agency AS. The ads were designed as a series of hoardings with designs relating to day-to-day issues. The brand recall for the Amul girl is phenomenal across India today. And the biggest reason for this is the topical nature of the ads.The Amul ads have witty one-liners which capture relevant events that have caught the fancy of the nation.

Some Creative Ads of AMUL

And so Sridevi returns in English Vinglish...

Utterly Barfily Delicious AMUL

Not only this, very innovatively AMUL presented its new brand strategy-The utterly butterly girl to come alive! On Mumbai, Dec 29, 2000: After becoming everyone's favourite little "utterly butterly delicious" girl through print and television ads, the Amul Butter Girl came alive! The search for an Amul Butter Girl and an Amul Cheese Boy ended in January 2000, when the Gujarat Cooperative Milk and Marketing Federation(GCMMF) announced the real life Amul Butter Girl and Amul Cheese Boy through a national Amul Surabhi search contest. Acknowledged GCMMF's assistant general manager RS Sodhi: ``The contest was meant to generate enthusiasm among students in every village and town. This also helped Amul's brand building exercise.''

Trivial Strategies
At the time when AMUL was formed , consumers had limited purchasing power & modest consumption levels of milk & other dairy products . thus AMUL

adopted:Low-Cost Price strategy

Low Cost Price Strategy was adopted to make the product affordable & alluring to consumers by guaranteeing them value for money. The main aim of Amul is to provide quality products to the consumers at minimum cost. The goal of Amul is to provide maximum profit in terms of money to the farmers. Low cost of production of AMUL: Milk production is scale insensitive and labour intensive. Due to low labour cost, cost of production of milk is significantly lower in AMUL.

Moving consumers to 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 use more products.

1.

Product Positioning Strategy

Indias first Pro biotic Wellness Icecream & sugar free delights for diabetics. Amul launches Fresh Paneer

free from harmful chemicals.

Low priced Amul Icecreams made Kwality Wall s life hell.

3. Effective Segmentation
Wide range of product categories caters to consumers across all market
segments. Eg:- Amul Kool is targeted at childeren, teenagers prefer Kool Caf as it has a cool imagery associated with it.

Segentation is not as easy as in Curd and low fat products due to mixed
audiences, culnary applications. Eg:- Ghee , Butter & Cheese. In India, the most used spread is Ghee, than butter , cheese , low fat butter , margarin, cheese spread & mozzarella cheese.

4. Changing the Retail Environment

Striking out on its own with AMUL outlets or parlours to
deliver consumers total brand experience.

5. Product Repositioning
Amul marketed bottled water named Jaldhara due to its less potential in the market

and launched Narmada Neer

6. Product Overlap

Amul processed cheese vs. cheese spread Nutramul Energy Drink vs. Amul Kool

Product Overlap (continued ) Powdered Milk

Health & price conscious Vs .

Sagar is affordable whitener for health conscious one.

7. Product Design Strategy

Whether to offer standard or customized products.

Amul has offered a mix of both standard & customized products. Use of Utterly-Butterly Girl: Using since 1967. Entered in the Guinness Book Of World Records for being

the longest running campaign ever.

Product Diversification

Other Promotional Strategies Amul STAR Voice of India

Amul Master Chef India Amulya Surabhi Amul Maharani Bano Contest Amul Chote Ustaad Amul Music Ka Maha Muqabla Amul Food Maha Challenge.

Cafe Amul is a Casual Dining

Restaurant in a pleasant

ambience which offers

scrumptious delicacies in pizzas, burgers , sandwiches, sundaes etc.

Conclusion
GCMMF that owns Amul , Asias largest milk brand realized that with the changing lifestyle & increased awareness about health issues , there has been a discernable shift towards health based drinks from carbonated drinks. To utilize the potential of flavoured milk, butter milk & other milk based beverages that have

an age old tradition in India. By identifying the targeted

teenagers & youth , who were biggest consumers of colas & aerated drinks. The New variants of the brand were advertised through major national channels with special focus on youth oriented TV channels like MTV & Cartoon

Network . By identifying the trend & introducing variants ,

Amul has been emerged as the fastest growing brand in

Suggesstions & Recommendations Focus on retail expansion in Indian cities, towns and
villages increase branded Amul parlours to capture the consumer attention and keep the competition at bay Amul can venture into offering low-fat versions of its products as it would help capture the hearts of second and third generation Indians in US & Global Market Amul can venture out on new products like dairy based sweets, baby food products Amul must try to understand the cause of certain products like Amul basundi, gulab jamoon, and chocolates etc not being very popular. Amul need to take up thorough market research and work on improving these products Though Amuls hoardings are a huge success, it can penetrate even better in the rural areas by advertising actively through the media viz cable channels and newspapers. Sponsoring more shows on TV, sports events can be of great help.

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