Introduction

 Amul is an Indian cooperative based industry

located at Anand district of Gujarat.
 Amul the co-operative came into existence in 1st
December, 1946.
 Dr. Verghese Kurien, founder-chairman of the
GCMMF(Gujarat Co-operative Milk Marketing
Federation Ltd.) for more than 30 years (1973–
2006), is credited with the success of Amul.
“AMUL” What does name suggests ??

 The name AMUL means “AMULYA” derived from

Sanskrit language(suggested by a quality control
expert in Anand) which means priceless.
 Amul is an acronym for Anand Milk Union Limited.
About Amul

 Amul is basically established before more than 65

years in Anand district of Gujarat.
 The main aim to establish this co-operative based
society was to stop exploitation of consumer by local
milk cartels.
 By the manipulative and unfair trade practices,
farmers approached to Shri Sardar Vallabhbhai Patel
for solution and he suggested to form the co-operative
society.
 The first co-operative began in Kaira district with just
daily production of 250 litres milk.
Cont………

 Gradually, this flourished and came to be known as

Amul.
 This spurred White Revolution in India and made
India a leading producer of dairy products.
 Now, everyday approximately Amul collects 8.4
million litres of milk from 2.79 million farmers and
converts into milk and milk products and distributes to
the consumers through more than 5 Lakhs retail
outlets across the country.
 In 1994-95 sales turnover of Amul was 11140 Million,
which increased to 207330 Million in 2014-
 Three Tier System

 This structure consists of a dairy cooperative society at

the village level affiliated to a milk union at the district
level which in turn is federated into a milk federation
at the state level.
 Milk collection is done at the village dairy society, milk
procurement and processing at the District Milk Union
and milk products marketing at the state milk
federation.
 This patter of amul is known as 'Amul Model' or
'Anand Pattern‘.
 This model has helped India to emerge as the largest
milk producer in the world.
 Butter
 Cheese
 Milk powder
 Ghee
 Chocolates
 Shrikhand
 Ice-cream
 Fresh Creams
 Flavored Milk
 Cattle Feed
 Beverages
Different Products
 Market Share
Category Market Share Market Position

Chocolate Drink 90% 1

Butter, Ghee 85% 1

Cheese 50% 1

Sweets 50% 1

Milk Powder 40% 1

Ice-cream 24.75% 2

Chocolate 10% 3
a
 Success Story of AMUL

 The main resins for the success of Amul are as

follows:
 Advertisements
 Quality
 Value for Money
 Strong Distribution Network
 Technology and E-inititives
 Advertisements

 The main reason behind the success of this co-

operative based society is its strategy of
advertisements.
 The Amul girl was the brainchild of Sylvester Cunha,
the managing director of the AS advertising agency.
 The ads were designed relating to the day-to-day issues
.
 The ads have witty one-liners which capture the
relevant events that have caught the fancy of the
nation.
 Amul ads are such innovative that the people who see
that are eager to consume that product.
Politics related Advertise

 This Advertise
relates to Anna
Hazare’s Hunger
strike of 5 April 2011
to exert pressure on
the Indian
government to enact
a stringent anti-
corruption law, Jan
Lokpal Bill.
 This advertise
indicates the
political situation of
that time.
Advertise related with Technology

 This advertise is related with I-phone a product from

apple which is a market breaking product in mobile
market. So they initiated their ad with this brand with
a line “Lots on the Menu” which suggests that there are
many products of Amul in the market.
Advertise linking with Movies

This type of
advertise leaves
behind a great efect
in minds of people.
The movie Rowdy
Rathore in which
the dialogue was
‘Don’t angry me’ is
kept here as ‘Don’t
Hungry me’ such
sort of dialogues
affects a lot to the
viewers
Advertise related to Education System

This one-liner
states the
sitution of the
educational
institutes that
they reserve
the seats to
take donations
and are not
allotted to the
qualified
students.
Advertise related with Sportsman and IPL

 This advertise
clearly specify the
cricketer Gautam
Gambhir the captain
of Kolkata Knight
Riders of IPL and
the line below the
amul is the song
title of KKR but it is
transformed into
“KORBO LORBO
EATBO” which
again advertises the
brand AMUL.
 Quality

 With the great success and with humongous growth

of Amul the quality of its product has remain
consistent.
 They have established many cold storages, safe
warehouses, special transportation vehicles, etc.
 This elements determine the consciousness of Amul
that they are concerned about the quality of the
products till it reach to the consumers’ hand.
 Value for Money

 Amul adopted a low-cost price strategy to make its

products.
 Affordable, attractive and quality products to
consumers by guaranteeing them value for money.
 Strong Distribution Method

 The Amul products are available across the country

in approximately 5 lacs retail outlets.
 Approximately 3500 distributors.
 47 depots with hi-tech cold storages and also dry
storages to buffer variety of products.
 Technology and E-initiatives

 New products

 Process technology

 Complementary assets to enhance milk production

 E-commerce
 Conclusions

 The consumer should be provided with a wide range

of products so that they have the varitey to choose
from.
 The marketing and innovative hoarding plays a vital
role in sales.
 Price of the product should be kept reasonable
though the name has become a brand.