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Presented By Prashant Kumar Shiv Kumar Saini Neha Sharma

INTRODUCTION

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.

The word amul  is derived from the Sanskrit word amulya , meaning rare, valuable .

The co-operative was initially referred to as  Anand Milk Federation Union Limited hence the name AMUL.

Formed in 1946, it is a brand managed by a Cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in Gujarat.

History

1996- Creation of the Amul girl By Sylvester daCunha.

1967- First hoarding was put up in Mumbai with the Amul

girl.

1967- Come with Tag line of “Utterly Butterly Delicious”.

1969-First Topical Ad came out.

Entered in the Guinness book of world record for being the

longest running campaign ever.

Mission and Vision

• Slogan:- The Taste of India• Vision :- To provide more and more satisfaction to the farmers ,employees

and distributers.

• Mission:- To satisfy the taste and nutritional requirements of the customers of the world, through excellence in marketing by our committed team.

Products• Milk• Butter • Ghee • Cheese • Masti Dahi • Yoghurt • Buttermilk • Chocolate • Ice Cream• Shrikhand • Paneer• Gulab Jamuns etc. In 2006 launched india’s first sport drink In 2007 introduced Kool Koko

NEW Product Launches

Amul Brown Ghee

Amul Whipping Cream

Amul Chesse Spread

Amul Cream Rich

Amul Garlic and Herbs Butter y Spread

Amul Slim and Trim

Located in India

Located outside India

Amul – Product Portfolio in Graph

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100% Market Share

Products

AMUL GROWTH

Targeting Middle class sector of India

Emphasizing more on Brand rather than single product

Advertising should be creative and in genuine

Always advertising its mother brand

Amul Food Festival

The Chef of India Contest

Slogan Likho disneyland dekho contest

Media PlatformsOutdoor Media: hoardings/billboards

Broadcast Media: television

Non-broadcast Media: cinema

Print Media: newspaper, general interesting magazines

Internet: independent websites, portals

Advertisement and promotions

Fresh and innovative

The clean, emotion-based ads

Amul ads -creative, apt for the current situation

The Amul ads are one of the longest running ads based on same theme

vying for the Guinness records

1% of its turnover on promotions

Based on Movies

Based on Politics

Based on Social Issues

Based on Sports

Amul Parlours are successfully operating in more than 1400 towns at high streets, residential areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot of Centres of Excellence.

Here is a list of the few of the Amul parlours operating across the various parts of the countryIndian Institute of Management, AhmadabadNew Delhi Railway Station National Institute of DesignInfosys Technologies in Bangalore, Mysore & PuneWipro, BangaloreIndian Institute of Management, KolkataAhmedabad AirportKoyambedu Bus Station, TamilnaduSavitha Dental College, ChennaiIIT, Guwahati

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

• Amul Dance India Dance

Amul Girl• The Amul girl is the advertising

mascot used by Amul• created in 1966 by cartoonist

Eustace Fernandez• created as a response to Amul's

rival brand Polson's butter-girl

Outdoor Media• Using billboards and Hoardings

Internet

POS(Point of scale)

Sponsorship

Suggestions & Recommendations

• 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 Amul’s 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.

• 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.

CONCLUSION

• We conclude that, AMUL one of the fastest growing industries of India. The

industry has revolutionized the Indian diary Sector. Also It was one of the

first successful cooperative associations in India and the market leader in

the dairy sector.

• Amul is Asia’s largest milk brand realized that with the changing lifestyle &

increased awareness about health issues.

• 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

channel like MTV and Cartoon Network.

ThaNk You!!!