Group 7

An Indian Company, which

has earned a Guiness World
Record for the longest
running ad campaign in the
world
It is now a 3.2 billion USD
Co-operative
Till date produces 6
ads/week
312 ads/year

Formed in 1946 as a dairy co-operative movement, Kaira
District Co-operative Milk Producers Union
The brand AMUL means Amulya or Priceless
The company was started in 1946 and was used to collect
250litres of milk and today it boosts of collection of 10million
litres/day
In 2013, Amul was named the Most Trusted brand in the Food
and Beverages sector in The Brand Trust Report, published by
Trust Research Advisory.
GCMMF (AMUL) has the largest distribution network for any
FMCG company.
Largest cold chain network

Product-Width

The width of a product mix refers to the total number of different products in their
offering
Example:
The total number of items are 8. ( bread spreads , cheese , desert, cooking, health drink,
milk drinks, powder milk & fresh milk)

Product-length:

The length of a product mix refers to the total number of items in the particular
category
Example:
The total Length of Amuls Product mix is 44
The Total width of Amuls Product mix is 8 ( No of lines)
Hence the average product length is ( Total Length / Number of lines) = 44/8 is less
than 6
Line stretching:
Every companys product line covers a certain part of the total possible
range. Line stretching occurs when a company lengthens its product line
beyond its current range. The company can stretch its line down market,
up-market or both ways.
Example : Amul is now aggressively adopting the down market stretch
by introducing CHHOTA AMUL, Priced at Rs. 5 to take advantage of the
Bottom of the Pyramid

The six- year old girl still lure people to Amul.
Its build Not as a product but as a movement
Core Values:

To provide remunerative returns to the farmers.

Give the best quality product to the consumers.

Best possible price- Amul in Sanskrit signifies
Priceless
Every 4 out of 5 people know about Amul Brand

Every 3 out of 5 people know that Amul makes
cheese spread and flavored milk

Every 7 out of 10 people know about its cheese,
Gouda and Cream
WHAT MAKES AMUL AN ICONIC
BRAND?


Export to 37 countries worth 150 crore (US$23 million)
The major markets are USA, West Indies, and countries in Africa, the
Gulf Region, and SAARC neighbours, Singapore, The Philippines,
Thailand, Japan and China, and others such as Mauritius, Australia,
Hong Kong and a few South African countries.
Has strategic partnership with Walmart to sell Amuls product like
Gulab jamun, Veg Cheese, etc directed towards Indian community


Packaging
SKUs
Price

Wide range of
Products to
choose from
Supply Chain
State of Arts
Facility (Fully
Robotic
Operated)
Ads
Reputation
Name
Message
Character Ads
Jingle
Personality
Indian, Simple
Culture:
Co-operative,
Sharing
Self-Image:
Proud Indian,
Fun loving
Reflection:
Value Oriented
Relationship:
Sociable
Physique:
Taste, Quality
To what extent is the physique and
personality conveying the brand identity?
HTTP://WWW.AMUL.COM/
HTTPS://WWW.YOUTUBE.COM/WATCH?V
=UUBGNXYOCL4
Amuls Kool TVC- Mauls the brand

Are consumers bored of the polka-dotted dress wearing girl?
Do the kids from the new generation who dont want to have anything to
do with the brand.
how the brand has great brand recall scores and could be extended to a
drink for hip teenagers who go to Dubai and get off on sand dunes?