ASHISH MOTWANI (07)

ROMIL NAGPAL(46)
SHIKHAR RASTOGI(52)
VIKAS TIWARI(69)
 Founder Of The Amul Company

• Dr Verghese Kurien, the

Chairman of the GCMMF
(Gujarat Co-operative Milk
Marketing Federation Ltd), an
apex cooperative organisation,
based in the in Anand town of
Gujarat, India.
White Revolution. (1966)

Verghese Kurien’s Amul

experiment in Gujarat soon
blossomed into the much
larger Operation Flood, spread
over 23 states, 170 districts
and 90,000 village
cooperatives. It changed India
from an importer to the
world's largest milk producer
and exporter.
 Introduction

• Amul means “priceless”,a word taken from sanskrit

“amoolya”.
• 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. .
 Value Proposition
• Tangible-product portfolio.
Continued….
• Intangible
• Reliability
• Trademark
• It is easily found at all retail outlets
• Amul Have applied for it’s Amul girl as a trade mark
 Value Network

• 5lakhs retail outlet, 3500 distibutors,47 depots

• 25lakhs producer member & over 12000 village
societies.
• Channel structure: farmer-manufacturer-
distributor-retailer-consumer
• Liquid milk distributed by vendors
• Co-operative development programs
 FINANCERS

• THE KAIRE DISTRICT CENTER OF CO-

OPERATIVE BANK LTD.

• UTI

• SBI

• BANK OF BARODA

• CORPORATION BANK

• BANK OF MAHARASHTRA
 Sales Turnover

***Source: http://www.amul.com/organisation.html
Market Share(%) of GCMMF (AMUL brand) in
Various Product Categories

***Source: Business Today

 GCMMF’s Supply Chain

***Source: IIM(A), Working Paper No. 2002-05-06

 MARKETING STRATEGY
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 Café, 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.
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 400 Amul
parlours across the country, which contributed 3%
to the brand’s total turnover last year.
• 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.
 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.
• AMUL created Amul Parlours at
some prominent locations in the
country, which are run by the
company or its wholesale dealers.
 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. Aimed at youngsters, priced at Rs 12.
Ice-cream Probiotic and sugar-free variants Chocolates
sugar-free brand called Choco-Mini to target the diabetic
 PRODUCT POSITIONING

 India’s First Pro-Biotic Wellness Ice cream & Sugar

Free Delights For Diabetics.

 Low Priced Amul Ice Creams made Kwality Walls

life hell.
 Positioning Continued..
Flank Attack..
Age Wise….
Amul launches Chocolate milk under brand name of ‘Amul
Kool Koko’.

 This is targeted at teenagers

and youths.
 Positioning Continued..

 Nov 11, 2007: Amul in Multinational Arena With Snack

Launch: “Munch Time”.
Flavors: Masala , Mint and Tomato .
 New Product Activity.

 Nov 26, 2007 : Amul Launches “Fresh Paneer” (Free From

Any Harmful Chemicals)
Flank Attack—Expanding its Cheese Segment.

Current market share 65%.

 Powdered Milk PRODUCT OVERLAP
 Health and price Conscious.
“SAGAR Vs Amulya”.
USP:
 Sagar is affordable whitener for health conscious one.
 Cheese Spreads
 Specific Vs General
“Amul Processed Cheese Vs Cheese Spread”
USP:

Cheese spread is highly accepted spread for regular use.

 Milk Drinks
“Nutramul Energy Drink Vs Amul Kool”
Diversification
Seeking unfamiliar products or markets or
both in the pursuits of growth.
Secrets of Amul’s Diversification
Philosophy:
• Progressive addition of higher value
products while maintaining the desired
growth in existing products.
• Amul introduced products with consistent
value addition but never left the core
philosophy of “providing milk at a basic,
affordable price”
Amul’s Product Diversification
Diversification - Brand extension
• The brand with the hope to double its cheese sales
through its recent foray into the marketing of vegetable
pizzas.
• Amul's pizza marketing strategy is unique because it
aims at boosting sales of an `elite' product (cheese) by
pushing down prices of another `elite' product (pizza).
• The maximum retail price for Amul's Mozzarella cheese is
now Rs 48 per 250 gm, while its processed cheese slices
sell at Rs 43 per 200 gm.
• They wanted pizzas to become a mass consumption item
like kulcha chola or chole bhature.
• Eventually, this would further expand the market for
cheese
COMPETITORS
• The Indian market is dominated by a large
number of small local manufacture and regional
players.
BUSINESS

• JOINT VENTURE
Amul plans joint venture with Aavin
GCMMF Ltd.proposes to sign an MoU with
Aavin of Tamil Nadu to jointly manufacture
and market milk products.

• Setting up about 400 retail outlets this fiscal for

ice cream products, in addition to the existing
4,000.
Acquisition

• The Gujarat-based milk cooperative Amul,

leading maker of ice-creams in the country, has
expressed willingness to buy a stake in Vanilla
India Producer Company Limited (Vanilco), a
producer company based in Kochi that has about
2,500 farmers as members.

• Amul has also agreed to buy Rs. 3.10 crore

worth of natural vanillin extract from Vanilco
Intelligent Marketing

• GCMMF spends a mere 1% of its turnover on

promotions
• Given the wide product portfolio, amul's
approach is to promote its brands in a rotational
cycle of 2-3 yrs.
• Ice-creams launched in 1996,the category was
re-visited in 1999,focus shifted to cheese in
2001,to improve availability of the product
&make it affordable.
Promotion
• Variety of media to communicate
• Most famous is billboard campaign
• Endearing polka girl longest run campaign in
country for 41 yrs.
• People can buy Amul products on the Internet in
over 100 cities.
• Below the line activity has grown too-such as
Amul Food Festival.
• The Chef Of India promo invites hotel chefs to
come up with recipes using as many amul
products as possible conducted at city, state
&national level
THE MOPPET WHO PUT AMUL ON INDIA'S
BREAKFAST TABLE

41 years after it was first launched,

Amul's sale figures have jumped from
1000 tonnes a year in 1966 to over
25,000 tonnes a year in 1997. No
other brand comes even close to it.
All because a thumb-sized girl
climbed on to the hoardings and put a
spell on the masses.
AMUL HITS

Tension between the two

Khans of Bollywood -
March '09.

Terrorists attack the Sri-

Lankan cricketers in
Lahore - Feb'09
AMUL HITS

On the historic indo – us nuclear

energy deal – march06 pack

On the Maharashtra
Government's decision to close
down dance bars all over the
state barring Mumbai - April'05
 AMUL HITS
Take off on the
commercial
‘oyebubbly’

The ad when dr.

manmohan singh was
elected as prime minister
in may 2004.

ON RESERVATION
Research survey - Results

 Ranked AMUL as the number 1 brand of the country.-The survey

was conducted by asia’s leading research organisation SYNOVATE,

HONG KONG.

 According to the survey results AMUL has emerged a leading brand in

asia. The survey was carried out to find out the top 1000 brands of asia.

 The research was conducted in nine markets including china, hong

kong, taiwan, the phillipines, thailand, malaysia, singapore,
indonesia and india.

 Survey covered 12 major products and service categories.

 Interviewed people aged between 15 to 64 years.

Controversial Issues (Ups & Down)
• Starry-eyed Amul girl won't play politics now
• four-decades-old butter girl, who created history
with smart one-liners for perhaps the world's longest
running outdoor campaign, has always feasted on
political idiosyncrasies
• 'Taj Mall
• 'JaiL-alitha!'
• 'Be Indian, bye Indian'
• 'Kuch, Kuch Quota Hai'
• Spurious butter
• Amul leads protest against government’s tie-up
with Israeli firm for dairy unit
QUICK FACTS
• Africa needs Amul, says World Bank

• Amul Butter Now in an International Tub

Pack for Airlines.

• AMUL is able to collect six million litres of

milk per day

• As a result of on-line initiatives, today, Amul

exports products worth around US$ 25
million to countries in West Asia, Africa and
USA.