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    AMUL

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    Sewanti Dhar
    Amul is an Indian dairy cooperative based in Gujarat. Formed in 1946, it is jointly owned by 3.6 million milk producers and manages the Gujarat Co-operative Milk Marketing Federation. Amul spurred India's White Revolution, making the country the world's largest milk producer. It has over 7,200 exclusive retail outlets across India and exports to over 50 countries. Amul follows an umbrella branding strategy with its common brand used across many dairy product categories. Its iconic advertising campaigns featuring the Amul girl delivering political commentary through cartoon posters are India's longest running ad campaign.

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    © All Rights Reserved
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    AMUL

    Uploaded by

    Sewanti Dhar
    268 views27 pages
    Amul is an Indian dairy cooperative based in Gujarat. Formed in 1946, it is jointly owned by 3.6 million milk producers and manages the Gujarat Co-operative Milk Marketing Federation. Amul spurred India's White Revolution, making the country the world's largest milk producer. It has over 7,200 exclusive retail outlets across India and exports to over 50 countries. Amul follows an umbrella branding strategy with its common brand used across many dairy product categories. Its iconic advertising campaigns featuring the Amul girl delivering political commentary through cartoon posters are India's longest running ad campaign.

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    Amul is an Indian dairy cooperative based in Gujarat. Formed in 1946, it is jointly owned by 3.6 million milk producers and manages the Gujarat Co-operative Milk Marketing Federation. Amul spurred India's White Revolution, making the country the world's largest milk producer. It has over 7,200 exclusive retail outlets across India and exports to over 50 countries. Amul follows an umbrella branding strategy with its common brand used across many dairy product categories. Its iconic advertising campaigns featuring the Amul girl delivering political commentary through cartoon posters are India's longest running ad campaign.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    268 views27 pages

    AMUL

    Uploaded by

    Sewanti Dhar
    Amul is an Indian dairy cooperative based in Gujarat. Formed in 1946, it is jointly owned by 3.6 million milk producers and manages the Gujarat Co-operative Milk Marketing Federation. Amul spurred India's White Revolution, making the country the world's largest milk producer. It has over 7,200 exclusive retail outlets across India and exports to over 50 countries. Amul follows an umbrella branding strategy with its common brand used across many dairy product categories. Its iconic advertising campaigns featuring the Amul girl delivering political commentary through cartoon posters are India's longest running ad campaign.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 27

    SPECIAL PRODUCT GROUP

    BRANDING & ADVERTISEMENT


    STRATEGY OF AMUL

    SUBMITTED BY
    VINEET RANA
    MFM SEMESTER-III
    AmulisanIndiandairycooperative,basedatAnandinthestateofGujarat,India.
    Ithadallbegunwhenmilkbecameasymbolofprotest.
    Formedin1946,tostoptheexploitationbymiddlemen
    Abrandmanagedbyacooperativebody,theGujaratCo-operativeMilk
    MarketingFederationLtd.(GCMMF)
    Jointlyownedby3.6millionmilkproducersinGujarat.
    AmulspurredIndia'sWhiteRevolution,whichmadethecountrytheworld's
    largestproducerofmilkandmilkproducts.
    Presentinover50countries,andinIndiaalonehasmorethan7200exclusive
    parlours.
    USP-Indiasmosttrustedandpopulardairyproductsbrand
    The Amul Model

    TheAmulModelofdairydevelopmentisathree-tieredstructurewiththe
    dairycooperativesocietiesatthevillagelevelfederatedunderamilk
    unionatthedistrictlevelandafederationofmemberunionsatthestate
    level.
    Establishmentofadirectlinkagebetweenmilkproducersandconsumers
    byeliminatingmiddlemen
    MilkProducers(farmers)controlprocurement,processingandmarketing
    Professionalmanagement
    The Amul Model
    Market Share & Competitors
    Products
    SWOT Analysis of Amul
    BCG Matrix of Amul
    Brand Elements of Amul

    BrandName-AmulistheacronymofAnandMilkUnionLimited,
    comesfromtheSanskrit,AmmolyawhichmeansPriceless.

    Logo-

    Tagline/Slogan-ThetasteofIndia

    TheJingle-utterly,butterly,delicious

    TheCharacter/Mascot-

    TheURL-www.amul.com
    Umbrella brand Strategy

    Amulfollowsanumbrellabrandingstrategy.
    Itisthecommonbrandformostproductcategoriesproduced
    byvariousunions:liquidmilk,milkpowders,butter,ghee,
    cheese,cocoaproducts,sweets,ice-creamandcondensed
    milk.
    Amul'ssub-brandsincludevariantssuchasAmulspray,
    Amulspree,AmulyaandNutramul.
    Advertising Campaigns

    TheAmuladvertisingcampaign
    whichisIndiaslongestrunning
    adcampaignatpresentisgoing
    tomakeabidintheGuinness
    BookofWorldRecordsfor
    beingoneofthelongestrunning
    adcampaignsinthewhole
    world.
    Amul (1967 - 2012): Few
    utterly butterly best ads

    Allpresent-daynews-makers,fromPresidentPratibhaPatil,Prime
    MinisterDrManmohanSinghandUSPresidentBarackObamatoactor
    AmitabhBachchan,cricketmaestroSachinTendulkarandeventhe
    industrialistAmbanibrothershavebeenfeaturedbytheadvertisements.
    AmuladshaveoftenbeendescribedasoneofthebestIndianAdvertising
    conceptsbecauseoftheirhumour,withpunsbeingitsforte.

    Amulspendsjust1 per cent ofitsannualturnoveronadvertisingbutits


    campaignsbuiltroundtheAmulgirlandcartooncharactersthatsendup
    currenteventshavemadethebrandpartofthenationalconversation.
    Few Pictures That Prove Amul Has The
    Coolest Ads Our Generation Has Ever Seen
    5 Reasons Behind Amuls Massive Success

    The

    Amulhasconstantlybeeninnovatingbeitlaunchingnew
    products,creativemarketingcampaignsorchallenging
    traditionalsocietaltrendstocomeupwithbetterones.

    TheAmulmodelensuresthattheresefficiencyand
    swiftnessinoperations.IthashelpedIndiatobecome
    largestmilkproducerintheworld.

    Withitsdiversifiedproductportfolio,Amulhasbeenableto
    catertotheneedsofallthesegments.Fromkidstoteenagers,men
    towomen,calorieconscioustohealthconscious,ithaslaunched
    productsforeverysegment.
    Amazing facts about the much-loved Amul Butter ads

    Jagmahon
    While
    In AprilAmul
    1995
    Dalmiya
    ads
    theare
    Election
    had
    not tried
    known
    Commission
    toto
    sue
    trigger
    Amul
    gotafor
    an
    controversy,
    Rs 500 crore
    butfor
    there
    a hoardin
    have

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