AMUL-THE TASTE OF

INDIA
The Beginning
• Amul (Anand Milk Union Limited), formed in 1946,
is a dairy cooperative in India.

• It is a brand name managed by an apex cooperative

organization, Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which
today is jointly owned by some 2.8 million milk
producers in Gujarat, India.

• Dr Verghese Kurien, the chairman of the GCMMF,

is recognized as the man behind the success of
Amul.
•
“That which we call a rose
By any other name would smell as
sweet."
• AMUL means "priceless" in Sanskrit.
• The brand name "Amul," from the Sanskrit "Amoolya”.



Today Amul is a symbol of many things.
Reason For Success
 Fresh Milk

Bread Spreads

Milk Drinks Powder Milk

Health Drink Cheese Desserts For Cooking

Customer based market
segmentation
Amul Kool, Chocolate Milk, Nutramul
KIDS 
Energy Drink, Amul Kool Milk Shake

WOMEN Amul Calci+

YOUTH Utterly Delicious Pizza, Amul Emmental

Cheese, Amul Cheese Spread

CALORIE Amul Lite, Sagar Skimmed Milk Powder,

CONSCIOUS Amul Lite Slim & Trim Milk

HEALTH
CONSCIOUS
Nutramul, Amul Shakti Health
Food drink
Industry based market
segmentation Ice-cream
Manufacturers

Restaurant/Fo
od Chains

Coffee Shop
Chains
Milk
Temples

Bakery &
Confectionaries

Pizza Retailers

Snacks Retailers

Butter/Cheese/Ghee
 Marketing Strategies
• Over the years, Amul's advertising philosophy had been "to be

simple, fresh and innovative".

• The clean, emotion-based ads refrained from using hi-tech

special effects, and aimed at maintaining the perfect balance

between the traditional and the modern.

• With its clever use of topical events, Amul’s utterly butterly

campaign—it has the distinction of entering the

Guinness World Records as the longest running campaign has

won the brand several accolades.

• They have changed the packaging, their technology and

their approach to marketing based on the changing

taste buds of our consumers.

• However, the only thing that has helped them sail smoothly

is that they have not changed their core values—give

the best quality product to the consumer, and the best

possible price. It holds true in any era.

• Even the advertising agency hasn’t changed-Da Cunha and

FCB Ulka, have played a pivotal role in the growth.

• This has helped them maintain consistency in their

communication.

• Their strategy of umbrella-branding has also helped

establish their brand firmly in people’s minds.

• This, despite the fact that they do not spend more

than 1% of their turnover for marketing, compared

with 7-8% (spent) by most of the food and consumer

product companies.
 topicals
FBI investigating David Headley's footprints in India
regarding 26/11 terror attack in Mumbai - Dec.'09

Shah Rukh Khan Bollywood superstar sings for

Indian Premier League (IPL) music video 'Run Just
Run' his franchisee IPL Kolkata Knight Riders cricket
China's crackdown on protests by Tibetan team - April '08.
activists - April '08
Being humorous
 Contests


• Amul Star Voice of India

• Amul Chef of the Year, 2009 contest.
• Amul Maharani Contest, 2008-09.
• Amul Food Festival Contest.
• Slogan likho Disneyland dekho contest.
• Amulya Fly to Bangkok Contest.
 recipes
recipes
• Amul Cheese Cook Book series with its meticulously

detailed recipes will definitely equip you with a

few tricks up your sleeve but we think it has a

wider spectrum.
• Ghee Recipes
• Cheese Recipes
• Paneer Recipes
• Mithai Mate Recipes
• Useful Ingredients
• Glossary of Ingredients
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.
Awards
• GCMMF has bagged award for excellent performance in

exports of dairy products for the year 2006-07 from

APEDA. GCMMF has won the award for 11th time.

• Amul Pro-Biotic Ice-cream Got No. 1 Award At World

Dairy Summit 2007.

• Ramkrishna Bajaj National Quality Award-2003.

• Amul - The Taste Of India receives International CIO 100

Award For Resourcefulness.

• Rajiv Gandhi National Quality Award–1999.

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