Amul is a dairy cooperative brand in India owned by milk producers. It is the largest food brand in India, managed by the Gujarat Cooperative Milk Marketing Federation. Amul was formed in 1946 and has since spurred India's white revolution, making India the largest milk producer in the world. Amul produces and sells a wide range of dairy and non-dairy products across India and international markets through a business model that collects milk directly from milk producers.

1. AMUL
THE TASTE OF INDIA
PRESENTED BY-
AMITSINH VIHOL
(MBA PHARMA-I)
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2. Largest Food Brand And Business
In India
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3. Formed in 1946, is a dairy cooperative movement in India.
A brand name managed by Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF)
Jointly owned by 2.6 million milk producers in Gujarat
Spurred the White Revolution of India, which has made India
the largest producer of milk and milk products in the world.
Overseas markets - Mauritius, UAE, USA, Bangladesh,
Australia, China, Singapore, Hong Kong and a few South
African countries
Fresh plans of flooding the markets of Japan & Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF-The
man behind the success of Amul.
The white revolution has finally created a billion-dollar
brand(2.5 million US $).
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4. Product
 Bread Spreads
 Milk Drinks
 Powder Milk
 Fresh Milk
 Cheese
 For Cooking
 Chocolate
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5. AMUL Product’s
Diversification
Dairy Product Non Dairy Product
 Fresh milk  Veg. Oil
 Milk drinks and  Instant Food
desserts  Snack
 Bread spreads
 Cheese products
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6. Benefits Of
Diversification
 High Growth
 Expansion of network
 Advantage of each underline objectives
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7. Business Model
Raw
Milk
 Every day Amul collects13
million of milk from 3.18 million
farmer (many illiterate),
 Convert there milk into
branded, package products Packaged
Condensed Dried
and delivery good to Milk
over 500,000 retail outlet Ghee Skimmed
across the India. Butter Ice cream
Milk
Cream Beverages
 Its supply chain one of the Powder
most complicated in India
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8. AMUL defending its turf
 Largest milk brand in Asia marketing more than 30
different brands of dairy products like cheese, ice-
cream, condensed milk, ready-to-eat pizza,
beverages etc.
 Amul is the market leader in ghee and butter.
 Amul Kool and Kool Café doing well.
 Defending against names like Mahananda, Vijay,
Milma and other co-operative milk brands.
 Aggressive moves against FMCG and F&B brands
like Britannia, Nestle and Mother Dairy among
others..
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9. Defense Strategy
 Moving consumers from loose milk to packaged
milk and gradually move them up the value chain
(tetra pack to beverages, all available under the
Amul brand)
 A sound strategy likely to work.
 Being exposed to a brand, it is natural for a
customer to try more products
 Improving socio-economic condition of the
customer anchors the desire to enhance lifestyle
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10. Segmentation
 Wide range of product categories caters to
consumers across all market segments. For
example, Amul Kool is targeted at children, while
teenagers prefer Kool Cafe, as it has a cool imagery
associated with it.
 Segmentation is not as easy in curd and low fat
products, due to mixed audiences, various culinary
applications , eg. ghee, butter and cheese.
―In India, the most used spread is ghee, then butter,
cheese, low fat butter, margarine, cheese spread
and mozzarella cheese.
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11. Targeting
 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 6000 Amul
parlours across the country(10000 Cr annual
sales)
 High profile locations: Amul parlours are today
present on campuses of Infosys, Wipro, IIM-A, IIT-
B, Temples, Metro rail and railway stations
in Gujarat.
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12. Positioning
 A mass market player, no premium offerings
 USP – Quality with affordability
 Up against niche players – value addition to
customers
 Sheer size and scale of operation
 New offerings for health conscious and vibrant
India –
Health and energy drinks
Stamina, a health drink made from milk with added
vitamin C against Red Bull and Gatorade,
milk better than cola.
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13. Positioning
 Aimed at youngsters- Amul Cafe
 Ice-cream
 Probiotic and sugar-free variants
Chocolates
 sugar-free brand called Choco-Mini to target the
diabetic
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14. Promotion
 Uses a variety of media to communicate
 Most famous is billboard campaign
 The endearing polka dressed girl and pun at
various issues increased brand’s fan following.
 Below-the-line activity has grown too — such as
the 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 promo invites hotel chefs to
come up with recipes using as many
Amul products as possible, and is
conducted at city, state and national level.
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21. Intelligent Marketing
 One of the most conservative FMCG
estimative GCMMF spends a mere 1% of its
turnover on promotion.
 GCMMF has written and re-written rules of the
game
 Amul Butter girl is one of the longest run ad
campaigns in country for 41years.
 Campaign using like Amul star voice of India.
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22. Competition
 Brittania
 Nestle
 Cadboury
 Mother Dairy
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23. THANK YOU
―RIVERS‖ never Go ―REVERSE‖
So try to Live Like A RIVER,
Forgot your PAST and FOCOUS
on your FUTURE.
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