CONTENT

S.no
1

Topic

Page no

Introduction

01

01

Marketing & Advertising

strategies
Product

Product mix

06

Positioning &Segmentation

09

Targeting

10

Price & Place

11

12

Distribution Channel &

promotion
Advertising

10

Conclusion

14

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03

13

Introduction
Formed in 1946, is a dairy cooperative movement in India with 250 liters of milk per
day with name KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS UNION.
A brand name AMUL is managed by Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF).
The brand name Amul means AMULYA (suggested by a quality control expert in
Anand). This word derived from the Sanskrit wordAMULYA which
means PRICELESS.
Amul has spurred the white revolution of India, which has made India the largest
producer of milk and milk products in the world and the White Revolution has finally
created a billion-dollar brand.
Today Amul dairy is No. 1 dairy in Asia and No. 2 in the world, which is matter of
proud for Gujarat and whole India.
Amul has more than 150 chilling centers in various villages.
Dr. Varghese Kurien, former chairman of the GCMMF the man behind the success of
Amul.

Marketing and Advertising Strategies

Looking at the current Indian marketing scenario, we can say that we are moving back in
time. Kotler says that in the evolution of marketing, before the marketing concept became
popular, there is a selling concept which states that "customers and businesses, if left alone
will ordinarily not buy enough of the organizations products. The organization must therefore
undertake an aggressive selling and promotion effort" In this present scenario, it is true that
companies will survive only if there is a super efficient sales force. The reasons are that
increasingly every product is being commoditized and there is an increase in the power of
retails, information explosion that has given the consumer an unusual power. This has
ensured that without an efficient sales force companies cannot survive.
Amul is the largest co-operative movement in India with 2.2 million milk producers organized
in 10,552 co-operative societies. (Now this data is much older but I was not able to find the
latest data) The country's largest food company, Amul, is the market leader in butter, whole
milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk.
Amul follows a unique business model, which aims at providing 'value for money' products to
its consumers, while protecting the interests of the milk-producing farmers who are its
suppliers as well as its owners. Despite being a farmers' co-operative, Amul has given
multinationals a run for their money. In butter, cheese and saturated fats, Amul has remained
the undisputed market leader since its inception in 1955, by offering quality products at
competitive prices. In other categories, Amul has nullified its late mover disadvantage
through aggressive pricing, better quality, innovative promotion, and superior distribution.
1) Quality
No brand can survive long if its quality is not equal or exceed customer
expectations.
In case of food product hygienic, taste, bacteriological & organoleptic standard
are main essence.
2) Value for money
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Customers get more than what they pay.

Keep price fair & do best to ensure that retailers dont gain at the expense of
customer.
3) Availability
Brand available when and where customers want.
Amul has nations finest distribution network.
4) Service

Committed to total quality.

The Four Ps Of the Brand AMUL

PRODUCT
The brand AMUL offers different types of product for different markets and has a huge
product mix. The diverse package basket clearly reflects how AMUL has been successful in
segmentation of its target group.

Products of brand AMUL

1) Desserts
a) Amul shrikhand
i) Mango
ii) Saffron
iii) Almond
iv) Pistachio
v) Cardmom
b) Amul Amrakhand
c) Amul mithai Gulabjamun mix
d) Amul mithai kulfi mix
2) Fresh milk
a) Amul Shakti
b) Amul Tanya
c) Amul
d) Amul Gold
3) Cookies
a) Amul Pure Ghee
b) Sagar Pure Ghee
c) Amul malai Paneer
4) Powder Milk
a) Amul infant milk formula 1
b) Amul spray infant milk food
c) Amul full cream milk powder
d) Amulya Dairy whitener

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5) Amul Ice Cream

a) Royal treat Range
i) Raj Bhog
ii) Cappuccino
iii) Butterscotch
b) Nut- O-Mania Range
i) Kaju Drakhshi
ii) Kesar Pista
iii) Roasted Almond
c) Utsav Range
i) Anjir
ii) Roasted
iii) Almond
d) Natures Treat
i) Alphanso Mango
ii) Fresh Litchi
iii) Anjir
iv) Black Currant
6) Chocolate and Confectionery
i) Amul Milk chocolate
ii) Amul fruit&nut Chocolate
iii) Amul Bindazz
iv) Amul Rejoice
v) Amul kesar
7) Curd Products
a) Yogi Sweetened Flavoured Dahi (Dessert)
b) Amul Masti Dahi (fresh curd)
c) Amul Lite Dahi
d) Amul Prolife probiotic Dahi
e) Amul Masti Spiced Butter Milk
f) Amul Lassee
8) Amul Kool Flavoured Milk
a) Mango
b) Strawberry
c) Saffron
d) Cardamom
e) Rose
f) Chocolate
g) Butterscotch
9) Health Beverage
a) Amul Shakti White Milk Food
b) Amul Ready to serve soups
10) Bread spreads
a) Amul Butter
b) Amul Lite Low Fat Bread spread
c) Amul Cooking Butter
d) Delicious Margarine

PRODUCT MIX
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1} Bread Spread:(a) Amul Butter

- Table (salted)
- White (unsalted)
(b) Amul Lite
(c) Table Margarine

100g , 500g
500g
200g
100g , 200g

2} Powder Milk:(a) Amulya (dairy whitener)

- Pouch
3g, 25g, 50g, 200g, 500g, 1kg
- Refill
200g
- Tin
500g, 10kg
(b) Sagar TCW (Tea Coffee Whitener)
50g, 200g, 500g, 1kg
(c) Sagar SMP (Skimmed Milk Powder)200g, 500g, 1kg
(d) Amul Spray (Infant Milk Food)
- Pouch
50g, 200g, 500g, 1kg
- Refill
200g, 500g, 1kg
- Tin
500g, 1kg
- Amul Instant Formula 1&2
500g tin

3} Health Drinks:(a) Amul Shakti

- Pouch
- Refill
- Jar
(b) Nutramul

25g, 50g, 200g, 500g

200g, 500g
200g, 500g
500g (Refill & Glass Jar)

4} For Cooking:(a) Mithai Mate:(b)Amul Ghee:-Refill

-Pouch
-Tin
(c)Sagar Ghee :- Refill
-Pouch
(d) Utterly Delicious Pizza :- Regular
Preimium
220g
(e) Masti Dahi :- Cups
-Pouch
(f) Malai Panner :- Frozen (diced)
- Refrigerated (blocked)

400g, 7.5kg
200ml, 1L
500ml
1L, 2L, 5L
200ml, 1L
500ml
1L, 2L, 5L
160g

100g, 200g, 500g

200g, 500g
100g, 200g, 500g
200g, 1kg

5} Fresh Milk:(a) Amul Fresh Cream :5 | Page

-Tin

125 ml, 200 ml, 500 ml, 1L

(b)Amul Cool(Elaichi, Kesar, Rose, Coffee, Mango, Stawberry)

125 ml tetra wedge, 200 ml glass bottle, 200 ml
tetra pack
(c) Amul Milk:- Amul Lite
500 ml, 1 L
- Taaza
200 ml, 500 ml, 1 L
- Gold
500 ml, 1L
- Shakti
500 ml, 1 L
(d) Milk Pouch: 200 ml, 500 ml, 1L
(e) Amul Masti Butter Milk: 125 ml, 200ml, 1 L
6} Desserts:(a) Amul Shrikhand(Elaichi, Kesar, Badam Pista, Mango & Amarkhand)
100 g, 200 g, 500 g, I kg
(b) Amul Gulab Jamun
500 g, 1 kg
(c) Amul Lassi :- (Kevda, Rose)
125 ml, 200 ml, 1 L
(d) Amul Kool Caf
Glass : 200 ml
Tetra Pack : 200 ml
7} Cheese:(a) Amul Cheese
Tin: 400 g
Cube: 50g, 200g,500g, 1 kg
(b) Amul Emmental Cheese
(c) Gauda Cheese
(d) Amul Pizza Mozerella Cheese
(e) Amul Cheese Spreads( Peeper, Garlic,

Block: 200 g, 400g, 1kg

Slices: 100 g, 200 g, 750 g
400 g, 5.5 kg wheel
250 g, 1 kg
200 g, 1 kg
Plain) 200 g

8} Amul Choclates:(a) Milk Chocolate

35 g
(b) Fruit & Nut
35 g
(c) Almond Bar
35 g
(d) Amul Bindaaz
35g
(e) Rich Dark Chocolate
30g
(f) Fundoo Chocolate
30g
(g) Milk Chocolate
15g, 30g
(h) Chocozoo
500 g (tub), 260 g (tin)
(i) Amul Chefs Cooking Chocolate(Classic, Premium) 500g

PRODUCT
LINES

VERTICAL
LENGHT

HORIZONTAL
DEPTH

26

10

Bread Spread
Powder Milk
Health Drinks

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For Cooking

25

37

27

20

11

Fresh Milk
Desserts
Cheese
Amul Choclates

Average line =

41/8 = 5.12

Average Depth

162/8 = 20.25

Product Analysis

Product specification:- Meets AGMARK standards and BIS specification .no IS.
13690.1992
Product personality:- It is a UNISEX product
USP(unique selling point):- USP of Amul is its TASTE. Amul butter is made from fresh
cream by modern continuous butter making machines.(purely vegetarian)

Product Positioning
Placing a product in that part of the market where it will receive a favorable reception
compared to competing products.
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
Indias First Pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics.
Low Priced Amul Ice Creams made Kwality Walls life hell.
Flank Attack.. Age Wise..
Aug 25 2007
Amul launches Chocolate milk under brand name of Amul Kool Koko.
This is targeted at teenagers and youths.
Nov 11, 2007
Amul in Multinational Arena With Snack Launch: Munch Time.
Flavors: Masala , Mint and Tomato
New Product Activity.
Nov 26, 2007
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Amul Launches Fresh Paneer (Free From Any Harmful Chemicals)

Flank AttackExpanding its Cheese Segment.
Current market share 65%.

Segmentation
AMUL basically segmented its product on two basis they are: Consumer Based Market Segmentation &
Industry Based Market Segmentation
Consumer Based Market Segmentation
KIDS
Amul Kool
Chocolate Milk
Nutramul Energy Drink
Amul Kool
Millk Shaake
WOMENS
AMUL Calci
YOUTH
UtterlyDelicious Pizza
Amul Emmental Cheese
Amul Cheese Spreads
HEALTH CONCIOUS
Nutramul
Amul Shakti Health Food Drink
CALORIE CONCIOUS
Amul Lite
Sagar Skimmed Milk Powder
Amul Lite Slim and Trim Milk
INDUSRY BASED MARKET SEGMENTATION
MILK PRODUCTS
Ice Cream manufacturers
Restaurants and food chains
Coffees shop chains
BUTTER/CHEESE/GHEE
Bakeries and confectionaries
Pizza retailers
Snack retailers

Wide range of product categories caters to consumers across all market segments. For
example, Amul Kool is targeted at children, while teenagers prefer Kool Caf, 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
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Changing retail environment

Striking out on its own, with Amul Outlets or parlors to deliver consumers total brand
experience
Launched in 2002, there are now 400 Amul parlors across the country, which
contributed 3% to the brands total turnover last year.
High profile locations: Amul parlors are today present on campuses of Infosys, Wipro,
IIM-A, IIT-B, Temples, Metro rail and railway stations in Gujarat.

PRICE
The next important aspect that provides a Competitive Advantage to AMUL butter over its
competitors is its price. AMUL butter spends less than 1% of its revenues into advertising
which is much less than the industry average of 8-9%. Add to this, theyve a highly efficient
distribution channel which facilitates effective pricing. The Cooperative network of the Milk
Union eradicates the scope of the middle man on the supply side ensuring fair pricing and
the strong marketing channel of GCMMF carries forth the trend, which gives them a strong
pricing advantage.
Cost of milk
Labour cost
Processing cost
Transportation Cost
Sales Promotion Cost
Taxes etc.

PLACE
The biggest strength of Amul is its very strong marketing channel spread across the length
and breadth of the country. Under their umbrella, theyve more than 2.8 million farmers
supplying them milk and the GCMMF has a network of more than 3500 distributors and more
than 5 lakh retail outlets. This makes availability a very strong factor contributing to AMUL
success.

The flow in the above figure gives a broad picture of how the distribution channel functions.
The Gujarat Cooperative Milk Marketing Foundation Ltd. forms the backbone of the
organization which is responsible for managing the entire cooperative under the umbrella
brand of AMUL. Theyve implemented technology on the supply side and their supply chain
management from farmers to GCMMF is Just in Time.
From GCMMF to consumer, there are two ways in which the distribution channels function.
One is shown above where from Centralized GCMMF;
they subsequently decentralize the operations to 47
depots which then deal with more than 3500
distributors.
The other way is the inception of AMUL Parlor, where
theyve been able to create a direct B2C model. Amul
has a vision to have a parlor across the country at a
distance range of every 3-4 kilometers. This shows
their intent to frame a parallel strong distribution
channel which would give their products unparalleled availability compared to the
competitors.
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Life. But my research shows that not many consumers are aware of their presence which is a
matter of concern for them.
Given this wide product portfolio, Amuls approach is to promote its brands in a
rotational cycle of two to three years.
Uses a variety of media to communicate
Most famous is billboard campaign
The endearing polka dressed girl and pun at various issues increased brands fan
following.
Below-the-line activity has grown too such as the Amul food festival, which has been
held for the last four year between October and December in about 50,000 retail
outlets.
The Chef Of India promo invites hotel chefs to come up with recipes using as many
Amul products as possible, and is conducted at city, state and national level.

ADVERTISING
As we discussed above that the Amul ads are one of the longest running ads based on a
theme, now in the race for the Guinness records for being the longest running ad campaign
ever. Now AMUL advertising has also started using tongue-in-cheek sketches starring the
Amul baby commenting jovially on the latest news or current events. The pun in her words

has

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been

popular.

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(Source: The pictures have been taken from Official Amul Website- www.amul.com)

CONCLUSION

GCMMF that owns Amul, Asias largest milk brand realized that with the
changing lifestyle & increased awareness about health issues, there has been a
discernable shift towards health based drinks from carbonated drinks. To utilize
the potential of flavored milk, butter milk & other milk based beverages that
have an age old tradition in India. 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 channels like MTV &Cartoon Network. By identifying
the trend & introducing variants, Amul has been emerged as the fastest
growing brand in non-carbonated soft drinks category.

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