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The brand name Amul means AMULYA. This word derivedform the Sanskrit word AMULYA which meansPRICELESS.

Amul products have been in use in millions of homes since

1946.

The following are the Amul leading food brand in India.Amul Butter Amul Chocolates,Amul Milk Powder Amul Ice cream,

Amul Ghee Nutramul,Amul spray Amul MilkAmul Cheese AmulyaAmul Shrikhand

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Interest of Milk

Produce

QualityProducts

toConsumer

Two-FoldPhilosophy

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COMMUNICATIONCOMMUNICATION

Communication

External

World WideHouse Hold

Internal

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INTERNAL COMMUNICATIONINTERNAL COMMUNICATION

ELECTRONICS

TECHNOLOGY INTEGRATION

PRINT

FACE-TO-FACE

PROGRAM

- ICD (Internal Consultant Development)

- CPDM (Certificate Program in Dairy Management)

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EXTERNAL COMMUNICATIONEXTERNAL COMMUNICATION

ExternalCommunicati

on

World Wide

ConsumerDistributer

House Hold

MilkProducer

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HOUSE HOLDHOUSE HOLD

The following is the organization Structure which affectsthe organization from the outside.

STATE LEVEL MARKETING FEDRATION

DISTRICT MILK PRODUCT UNION Ltd.

VILLAGE MILK PRODUCT UNION Ltd .

VILLAGERS

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Mode of Communication NOTICES

MEETINGS

PROGRAMES

- FIP (Fertility improvement Program)

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WORLDWIDEWORLDWIDE

DISTRIBUTORSIn Amul distributor are considered to be marketing

manager of GCMMF in true sense.

Mode of Communication

Electronics

Programs

- SLDP- Amul Yatra

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CONSUMER CHAIN

Mode of Communication

Website

Help Line

-

Producer

Agent

Distributor

Retailer

Consumer

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CAMPAIGNCAMPAIGNGREEN AMUL GREEN INDIA

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BARRIERS TO COMMUNICATIONBARRIERS TO COMMUNICATION

NATURAL BARRIER

Monsoon Hit Last Year

DraughtPrice Hike

Tackle

PHYSICAL BARRIERMore Levels of hierarchy

Time Consuming

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WHY AMUL?WHY AMUL?To a milk producer A life enriching experience

To a consumer Assurance of having wholesome milk

To a mother A reliable source of nourishment for her child

To the country Rural development and self reliance

What we like most about the Amul brand is that theyhave been consistent over the communication

campaign and brand strategy. AMUL has positioneditself as "Taste of India" and have ensured that theircommunication is in line with their positioning strategy.

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