Project On Amul

AMUL THE TASTE OF INDIA
PROJECT ON AMUL
1
AMUL TASTE OF INDIA
INTRODUCTION:-
Amul began the dairy cooperatie moement in !ndia and
"ormed an ape# cooperatie organi$ation% &u'arat Co(operatie Mil)
Mar)eting *ederation Ltd+ ,&CMM*-% .hich today i/ 'ointly o.ned by /ome
0+0 million mil) producer/ in &u'arat% !ndia+ Amul .a/ "ormally regi/tered on
1ecember 12% 1324+ The brand name Amul% /ourced "rom the 5an/)rit .ord
Amoolya% mean/ pricele//+ !t .a/ /ugge/ted by a 6uality control e#pert in
Anand+ 5ome cite the origin a/ an acronym to ,Anand Mil) Union
Limited-+The Amul revolution .a/ /tarted a/ a.arene// among the "armer/+ !t
gre. and matured into a prote/t moement that .a/ channeled to.ard/
economic pro/perity+
ORGANISATION:-
Amul i/ a dairy cooperatie moement in !ndia+ !t i/ a brand
name managed by an ape# cooperatie organi$ation% &u'arat Co(operatie
Mil) Mar)eting *ederation Ltd+ ,&CMM*-% .hich today i/ 'ointly o.ned by
/ome 0+21 million mil) producer/ in &u'arat% !ndia+ !t i/ ba/ed in Anand to.n
o" &u'arat and ha/ been a /terling e#ample o" a co(operatie organi$ation7/
/ucce// in the long term+ The Amul Pattern ha/ e/tabli/hed it/el" a/ a
uni6uely appropriate model "or rural deelopment+ Amul ha/ /purred the
8hite Reolution o" !ndia% .hich ha/ made !ndia one o" the large/t mil)
producer/ in the .orld+ !t i/ al/o the .orld7/ bigge/t egetarian chee/e brand+
5ucce// o" 9aira 1i/trict Co(operatie Mil) Producer/7 Union Limited and
/etting up o" 1i/trict Co(operatie Mil) Producer/7 Union/ needed a /tate(
leel organi$ation "or entire &u'arat+ That lead/ to creation o" &u'arat
Cooperatie Mil) Mar)eting *ederation ,&CMM*-+
0
RANGE OF PRODUCTS:-
Amul7/ product range include/ mil) po.der/% mil)% butter%
ghee% chee/e% chocolate% ice cream% cream% /hri)hand% paneer% gulab 'amun/%
ba/undi% Nutramul brand and other/+ + Amul :utter% Amul Mil) Po.der% Amul
&hee% Amul/pray% Amul Chee/e% Amul Chocolate/% Amul 5hri)hand% Amul
!ce cream% Nutramul% Amul Mil) and Amulya !n January 0;;4% Amul plan/ to
launch !ndia7/ "ir/t /port/ drin) 5tamina% .hich .ill be competing .ith Coca
Cola7/ Po.erade and Pep/iCo7/ &atorade+
COMPETITION AND EXPORT:-
!n January 0;;4% Amul plan/ to launch !ndia7/ "ir/t /port/ drin)
5tamina% .hich .ill be competing .ith Coca Cola7/ Po.erade and Pep/iCo7/
&atorade Amul i/ the large/t "ood brand in !ndia .ith an annual turnoer o"
U5 <=4= million ,0;;>(;4-+ Currently Amul ha/ 0+21 million producer
member/ .ith mil) collection aerage o" >+;= million litre/?day+ :e/ide/
!ndia% Amul ha/ entered oer/ea/ mar)et/ /uch a/ Mauritiu/% UAE% U5A%
:anglade/h% Au/tralia% China% 5ingapore% @ong 9ong and a "e. 5outh A"rican
countrie/+ !t/ bid to enter Japane/e mar)et in 1332 had not /ucceeded% but no.
it ha/ "re/h plan/ o" "looding the Japane/e mar)et/+ Other potential mar)et/
being con/idered include 5ri Lan)a+
Dr. .!URIEN THE !E" PERSON
1r Aerghe/e 9urien% the chairman o" the &CMM*% i/
recogni$ed a/ the man behind the /ucce// o" Amul+ The primary goal o" 1r+
A+ 9urien% Chairman &CMM*% the BMil) Man o" !ndiaB% ha/ been to build a
/trong !ndian /ociety economically through an innoatie cooperatie
net.or)% to proide 6uality /erice and product/ to end(con/umer/ and good
return/ to the "armer member/+ 1r+ 9urien /tate/% B8e hae traer/ed a path
that "e. hae dared to+ 8e are continuing on a path that /till "e.er hae the
C
courage to "ollo.+ 8e mu/t pur/ue a path that een "e.er can dream to
pur/ue+ Det% .e mu/t+ 8e hold in tru/t the aim/ and a/piration/ o" million/ o"
our countrymen+B
REOLUTIONAR" #OR!:-
!n 1334 Amul .a/ one o" the "ir/t ma'or organi$ation/ in !ndia
to hae a .eb/ite+ Thi/ /ite ha/ been u/ed both to deelop an intranet o" Amul
di/tributor/ a/ .ell a/ a cyber(/tore "or con/umer/% one o" the "ir/t e#ample/
o" e(commerce actiity in !ndia+ The CEO o" Amul% Mr+ : M Aya/% recently
/aid% BAmul i/ not a "ood company% it i/ an !T company in the "ood bu/ine//B+
@e .a/ recogni$ing that the mo/t e""icient .ay o" building lin)/ bet.een mil)
producer/ and con/umer/ /o a/ to proide the be/t return/ "or both i/ through
!T innoation+
Amul ha/ been able to .ith/tand the on/laught o" priate and
"oreign player/ in the dairy indu/try and ha/ al/o been able to e#port product/
in limited 6uantitie/+ The /ucce// o" Amul re/ulted in /imilar organi$ation/
being /etup by /tate goernment/ throughout !ndia% mo/t o" .hich had
rea/onable /ucce//+ E#ample/ are Ai'aya in Andhra Prade/h% Aain in Tamil
Nadu and other/+
SITUATION OF FARMERS:-
Oer "ie decade/ ago% the li"e o" an aerage "armer in 9heda
1i/trict .a/ ery much li)e that o" hi/?her counterpart any.here el/e in !ndia+
@i/?her income .a/ deried almo/t entirely "rom /ea/onal crop/+ The income
"rom mil) bu""aloe/ .a/ undependable+ Priate trader/ and middlemen
controlled the mar)eting and di/tribution /y/tem "or the mil)+ A/ mil) i/
peri/hable% "armer/ .ere compelled to /ell it "or .hateer they .ere o""ered+
O"ten% they had to /ell cream and ghee at thro.(a.ay price/+ !n thi/ /ituation%
the priate trader made a )illing+ &radually% the reali$ation da.ned on the
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"armer/ that the e#ploitation by the trader could be chec)ed only i" they
mar)eted their mil) them/ele/+ Amul .a/ the re/ult o" the reali$ation that
they could pool up their mil) and .or) a/ a cooperatie+
!AIRA DISTRICT CO-OPERATIE MIL! PRODUCERS
UNION:-
The 9aira 1i/trict Co(operatie Mil) Producer/7 Union
Limited began pa/teuri$ing mil) "or the :ombay Mil) 5cheme in June 132=+
:y the end o" 132=% more than 2;; "armer/ 'oined in more Aillage 5ociety%
and the 6uantity o" mil) handled by one Union increa/ed "rom 0>; to >%;;;
liter/ a day+ The /ucce// o" Amul .a/ in/trumental in launching the 8hite
Reolution that re/ulted in increa/ed mil) production in !ndia+ !t i/ o""icially
termed a/ Operation *lood by Amul+ The brea)through technology o" /pray(
drying and proce//ing bu""alo mil)% deeloped by Mr+ @+M+ 1alaya% .a/ one
o" the )ey "actor/ that contributed to the Reolution+
>
EXTRA ORDINAR" STOR" OF AMUL
Eery day Amul collect/ 22E%;;; litre/ o" mil) "rom 0+10
million "armer/ ,many illiterate-% conert/ the mil) into branded% pac)aged
product/% and delier/ good/ .orth R/ 4 crore ,R/ 4; million- to oer >;;%;;;
retail outlet/ acro// the country+ !t/ /upply chain i/ ea/ily one o" the mo/t
complicated in the .orld+ !" .e are i/it to any Amul or &u'arat Cooperatie
Mil) Mar)eting *ederation ,&CMM*- o""ice a photograph o" Mahatma
&andhi .ill be mi//ing but .e can certainly /ee one particular photograph
/ho.ing a long line o" &u'arati .omen .aiting patiently "or a union truc) to
come and collect the mil) they hae brought in /hining bra// mat)a/+ Thi/
ma)e/ the "armer/ or the member o" the organi$ation o" the organi$ation ho.
to preent the mil) "rom /ouring+ @ence% Amul ta)e/ ariou/ initiatie/ to
ma)e the "armer or the producer under/tand ho. to proide /erice to the
con/umer/ .ith the only re/ource aailable .ith them i+e+ mil) a peri/hable
one+ The prominent di/play o" picture /tate/ the me//ageF NEER FORGET
"OUR CUSTOMER. IF "OU DON$T SUCCESS IS CERTAIN%
At the time Amul .a/ "ormed% con/umer/ had limited
purcha/ing po.er% and mode/t con/umption leel/ o" mil) and other dairy
product/+ :eing a co(operatie organi$ation Amul adopted a lo.(co/t price
/trategy to ma)e it/ product/ a""ordable and attractie to con/umer/ by
guaranteeing them alue "or money+ Amul al/o introduced higher alue
product/+ :eginning .ith li6uid mil)% Amul enhanced the product mi#
through the progre//ie addition o" higher alue product/ .hile maintaining
the de/ired gro.th in e#i/ting product/+
1e/pite competition in the high alue dairy product /egment/
"rom "irm/ /uch a/ @indu/tan Leer% Ne/tle and :ritannia% &CMM* en/ure/
that the product mi# and the /e6uence in .hich Amul introduce/ it/ product/
i/ con/i/tent .ith the core philo/ophy o" proiding mil) at a ba/ic% a""ordable
price+
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GU&ARAT CO-OPERATIE MIL! MAR!ETING
FEDERATION'GCMMF(
!ntroductionG(
A group o" "armer/ )een to "ree them/ele/ "rom
intermediarie/ and to gain acce// to mar)et/ and to utili$e the bene"it "or their
e""ort/ came together in 1324 and "ormed the &u'arat Cooperatie Mil)
Mar)eting *ederation+ The organi$ation i/ /ituated in the illage o" Anand% the
9aira 1i/trict Mil) Cooperatie Union ,better )no.n a/ Amul- .hich ha/
no. been e#panded e#ponentially+ &CMM* 'oined hand/ .ith other mil)
cooperatie/% and the &u'arat net.or) no. coer/ 0+10 million "armer/%
1;%211 illage leel mil) collection center/ and "ourteen di/trict leel plant/
,union/- all under the oerall /uperi/ion o" &CMM*+ The &CMM* i/ been
particularly been recogni$ed "or the bene"iciary o" the "armer/+ The
organi$ation mainly helped to tran/"orm the /mall "armer/ and contribute
mainly "or the deelopment o" the /ociety+ Mar)et/% then and een today are
primitie and poor in in"ra/tructure+ Amul and &CMM* ac)no.ledged that
deelopment and gro.th could not be le"t to mar)et "orce/ and that proactie
interention .a/ re6uired+ T.o )ey re6uirement/ .ere identi"ied that areG
1+ 5u/tained gro.th "or the long term .ould depend on matching or maintained
balance bet.een /upply and demand+ !t .ould need heay ine/tment in the
/imultaneou/ deelopment o" /upplier/ and con/umer/+ E""ectie management o"
the net.or) and commercial iability .ould re6uire pro"e//ional manager/ and
technocrat/+
0+ To implement their i/ion .hile retaining their "ocu/ on "armer/% a hierarchical
net.or) o" cooperatie/ .a/ deeloped% thi/ today "orm/ the /trong and healthy
/upply chain behind &CMM*H/ endeaor/+ The a/t and comple# /upply chain
/tretche/ "rom /mall /upplier/ to large "ragmented mar)et/+

E
Management o" thi/ net.or) i/ made more comple# by the "act
that &CMM* i/ directly re/pon/ible only "or a /mall part o" the chain% .ith a
number o" third party player/ ,di/tributor/% retailer/ and logi/tic/ /upport
proider/- playing large role/+ Managing thi/ /upply chain e""iciently i/
critical a/ &CMM*7/ competitie po/ition i/ drien by lo. con/umer price/
/upported by a lo. co/t /y/tem+
GCMMF: AN OERIE#
&u'arat Cooperatie Mil) Mar)eting *ederation ,&CMM*- i/
!ndia7/ large/t "ood product/ mar)eting organi$ation+ !t i/ a /tate leel ape#
body o" mil) cooperatie/ in &u'arat .hich aim/ to proide remuneratie
return/ to the "armer/ and al/o /ere the intere/t o" con/umer/ by proiding
6uality product/ .hich are good alue "or money+ The table mentioned dra.n
belo. ma)e/ u/ under/tand about the member/ in the &CMM* organi$ation%
illage /ocietie/% mil) handling capacity and ariou/ proce//e/ related .ith
the collection capacity

Mem)er*: 10 di/trict cooperatie mil) producer/7
Union
N+. +, Pr+-u.er Mem)er*: 0+> million
N+. +, /lla0e S+./et/e*: 11%340
T+tal M/l1 2an-l/n0 .a3a./t4: 3+31 million litre/ per day
M/l1 .+lle.t/+n 'T+tal - 5667-68(: 0+0= billion litre/
M/l1 .+lle.t/+n 'Da/l4 A9era0e
5667-68(:
4+C million litre/
=
M/l1 Dr4/n0 Ca3a./t4: >11 metric Ton/ per day
Cattle ,ee- manu,a.tur/n0 Ca3a./t4: 0C2; Mt/ per day
GCMMF :- CURRENT SCENARIO
&CMM* i/ !ndia7/ large/t "ood product/ mar)eting
organi$ation+ !t i/ a /tate leel ape# body o" mil) cooperatie/ in &u'arat%
.hich aim/ to proide remuneratie return/ to the "armer/ and al/o /ere the
intere/t o" con/umer/ by proiding 6uality product/% .hich are good alue "or
money+ &CMM* mar)et/ and manage/ the Amul brand+ *rom mid(133;7/
Amul ha/ entered area/ not related directly to it/ core bu/ine//+ !t/ entry into
ice cream .a/ regarded a/ /ucce//"ul due to the large mar)et /hare it .a/
able to capture .ithin a /hort period o" time ( primarily due to the price
di""erential and the brand name+ !t al/o entered the Pizza bu/ine//% .here the
ba/e and the recipe/ .ere made aailable to re/taurant o.ner/ .ho could
price it a/ lo. a/ C; rupee/ per pi$$a .hen the other player/ .ere charging
up.ard/ o" 1;; rupee/+
The /ale/ turnoer o" the &CMM* "rom 1332(0;;4 i/ been
repre/ented belo. .hich help/ to get a clear ie. o" the earning/ o" the
company% &CMM* i/ today nation7/ large/t "ood company .ith an annual
turnoer e#ceeding R/ 0C;; Crore/+
3
Sale* Turn+9er R* 'm/ll/+n( US : '/n m/ll/+n(
1332(3> 1112; C>>
133>(34 1CE3; 2;;
1334(3E 1>>2; 2>;
133E(3= 1==2; 2>>
133=(33 00130 23C
1333(;; 001=> 23C
0;;;(;1 00>== >;;
0;;1(;0 0CC4> >;;
0;;0(;C 0E2>E >E>
0;;C(;2 0=321 414
0;;2(;> 0300> 4E0
0;;>(;4 CEEC4 =>;
Inn+9at/+n at Gra** R++t*.
One o" the member/ o" &CMM*% the :ana/ dairy% ha/ /tarted a
uni6ue initiatie called the !nternet 5e.a Pro'ect in their di/trict called
:ana/)antha+ Thi/ i/ a illage(leel e""ort at bridging the 1igital 1iide by
proiding in"ormation )io/)/ at the Aillage Cooperatie leel+ Each illage
ha/ one in"ormation )io/)% .hich i/ the /ingle point o" contact "or !nternet and
other e(goernance actiitie/ "or the co(operatie+ O""icial "orm/% Rural Job/%
Aeterinary% Agriculture% and Matrimonial detail/% educational application/ and
local mar)et price/ .ith buy I /ell option/ are proided at the in"ormation
)io/) /o that people do not hae to trael all the .ay to the di/trict
head6uarter/ "or the/e in"ormation+
To improe the "armer member/7 liing /tandard/ and to
"acilitate a""ordable !nternet acce// /erice/ including AO!P Net telephony%
the di/trict union ha/ al/o become a local !nternet 5erice Proider ,!5P-
u/ing the/e Aillage !n"ormation 9io/)/+ Today the /erice/ are /ub/idi$ed but
the goal i/ "or the )io/)/ to become /el"(/upporting Mar)et/ today are
primitie and poor in in"ra/tructure+ Amul and &CMM* ac)no.ledged that
1;
deelopment and gro.th could not be le"t to mar)et "orce/ and that proactie
interention .a/ re6uired+ T.o )ey re6uirement/ .ere identi"ied that areG
5u/tained gro.th "or the long term .ould depend on matching
or maintained balance bet.een /upply and demand+ !t .ould need heay
ine/tment in the /imultaneou/ deelopment o" /upplier/ and con/umer/+
E""ectie management o" the net.or) and commercial iability .ould re6uire
pro"e//ional manager/ and technocrat/+
To implement their i/ion .hile retaining their "ocu/ on
"armer/% a hierarchical net.or) o" cooperatie/ .a/ deeloped% thi/ today
"orm/ the /trong and healthy /upply chain behind &CMM*H/ endeaor/+ The
a/t and comple# /upply chain /tretche/ "rom /mall /upplier/ to large
"ragmented mar)et/+
Management o" thi/ net.or) i/ made more comple# by the "act
that &CMM* i/ directly re/pon/ible only "or a /mall part o" the chain% .ith a
number o" third party player/ ,di/tributor/% retailer/ and logi/tic/ /upport
proider/- playing large role/+ Managing thi/ /upply chain e""iciently i/
critical a/ &CMM*7/ competitie po/ition i/ drien by lo. con/umer price/
/upported by a lo. co/t /y/tem+
A#ARENESS CREATED ;" GCMMF THROUGH MOIE-
MANTHAN:-
Manthan relate/ the /tory o" a young urban group headed by a
eterinary doctor% .hich i/ /ent by an organi$ation to a poor illage in order to
help /tart mil) cooperatie+
Manthan ha/ been /pon/ored by >;;%;;; "armer/ o" &u'arat%
con/tituent/ o" the &u'arat Co(operatie Mil) Mar)eting *ederation+ Thi/ i/
the "ir/t time in !ndia that a "eature "ilm ha/ been "inanced by "armer/+ 5eeral
ne. trail/ hae been bla$ed by themJ the BAnand PatternB o" dairy
deelopment% .hich today ha/ been adopted all oer the country% .a/ al/o
11
their contribution+ Their dairy cooperatie/ illu/trated ho. /mall "armer/
could triumph oer ader/ity+ Appropriately% the theme o" <MANTHANB i/
the churning up o" the /ocial /tructure .hen the mil) cooperatie moement
erode/ the po.er o" traditional bo//e/ in a illage+
AMUL PRODUCTS
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AMUL mean/ Bpricele//B in 5an/)rit+ The brand name BAmul%B
"rom the 5an/)rit BAmoolya%B .a/ /ugge/ted by a 6uality control e#pert in
Anand+ Aariant/% all meaning Bpricele//B% are "ound in /eeral !ndian
language/+ Amul product/ hae been in u/e in million/ o" home/ /ince 1324+
Amul :utter% Amul Mil) Po.der% Amul &hee% Amul/pray% Amul Chee/e%
Amul Chocolate/% Amul 5hri)hand% Amul !ce cream% Nutramul% Amul Mil)
and Amulya hae made Amul a leading "ood brand in !ndia+ ,TurnoerG R/+
CE+E2 billion in 0;;>(;4-+ Today Amul i/ a /ymbol o" many thing/ o" high(
6uality product/ /old at rea/onable price/ o" the gene/i/ o" a a/t co(operatie
net.or) o" the triumph o" indigenou/ technology o" the mar)eting /ay o" a
"armer/7 organi$ation+ Amul repre/ent/ a proen model "or dairy deelopment+
1+ Amul Pa*teur/=e- ;utter

Amul butter i/ mo/t commonly u/ed in eery hou/ehold+ Amul
i/ made "rom butter common /alt and permitted natural colour+ !t i/ been
mar)eted "rom la/t "rom 2 decade/+ Amul butter compo/e/ o" "re/h cream%
mil) "at% moi/ture% /alt a/ .ell a/ curd in /peci"ic proportion/+ Amul i/
/tandardi$ed product and ha/ :!5 /peci"ication/+ The calori"ic alue i/ E0;
)cal+?1;;g+
1C
0+ AMUL LITE : A L+> Fat L+> C2+le*ter+l ;rea- S3rea-
Unli)e :utter I Margarine% Amul Lite i/ a l+>-,at% l+>-
.al+r/e I l+>-.2+le*ter+l bread /pread% hence a healthier /ub/titute+ !t
contain/ 58? le** ,at an- .al+r/e content a/ compared to butter or margarine+
Unli)e :utter I Margarine% Amul Lite i/ a l+>-,at% l+>-
.al+r/e I l+>-.2+le*ter+l bread /pread% hence a healthier /ub/titute+ !t
contain/ 58? le** ,at an- .al+r/e content a/ compared to butter or margarine+
Thi/ product i/ /peci"ically prepared "or diet con/idering population+ !t i/
con/idered a/ healthier /ub/titute/ a/ it contain 04K le// "at and calorie+ @elp/
to maintain /lim and trim .ithout /acri"icing+ Amul lite i/ /uitable "or old age
people a/ the heart di/ea/e chance/ are been reduced+ !t contain/ Omega(4 and
Omega(C+ !t help/ to maintain healthy and chole/terol leel/ are )ept at
minimum+ Thi/ product i/ certi"ied by A&MAR9 "or 6uality+ Ta/te/ be/t .ith
toa/t% /and.iche/ and bread+ !t can al/o be u/ed "or topping on parantha/% paa
12
bha'i% pula% )hichadi% and /oup/ and al/o "or hou/ehold ba)ing% preparation
o" ca)e etc+
C+ Amul S3ra4 In,ant M/l1 F++-
AMULSPRA" INFANT MIL! FOOD i/ made "rom
partially /)immed mil)% /ugar% mineral/ and itamin/+ Amul ha/ introduced
ariou/ po.der mil) product/ the Amul /pray in"ant mil) "ood i/ made "rom
partially /)immed mil)% /ugar% mineral/ and itamin/ !t i/ compo/ed o" mil)
protein/% "at/ and carbohydrate/+ !t ha/ ariou/ itamin/ /uch a/ A%1%9%:%C
and ariou/ mineral/ li)e calcium% magne/ium% pho/phorou/% iron% copper%
iodine+ Thi/ product i/ been mar)eted /ince 0> year/+ Thi/ product i/
"ormulated on guideline/ /et by Code# Commi//ion o" 8@O? *AO
2+ Amul In*tant Full Cream M/l1 P+>-er
1>
AMUL !N5TANT *ULL CREAM M!L9 PO81ER ,5pray
1ried- i/ made "rom Toned Mil)% Aitamin/ A% and 1+ !t compo/e/ o" mil) "at
04K% protein 04K% carbohydrate/ CEK% mineral/ 4K% and mineral/ 4K%
moi/ture CK+ Thi/ product i/ highly acceptable product made "rom the mo/t
modern dairy plant through a /pecial "ormulation+ !t meet/ the re6uirement/
laid do.n under P*A rule/ "or proce//ed Chee/e 5pread+
>+ Amul Emmental C2ee*e
Amul7/ Emmental Chee/e .ith hole/ can be traced bac) "rom
103; A1+ The tradition o" chee/e(ma)ing ha/ "louri/hed in the /)illed hand/
14
o" /ennen+ Thi/ "amou/ chee/e .ith a 5.i// ta/te o.e/ it/ name to the
Emmental alley% near :erne in 5.it$erland+
Thi/ "amou/ chee/e .ith a 5.i// ta/te o.e/ it/ name to the
Emmental alley% near :erne in 5.it$erland+ Emmental i/ actually a Llie7
chee/e% i+e+ it ha/ lie bacteria% .hich continue the ripening proce//% een a"ter
the chee/e i/ pac)ed and placed on the retail /hele/+ @o.eer% it i/ a 1;;K
egetarian coagulating en$yme+ The compo/ition o" Emmental chee/e i/ o"
moi/ture 2CK% "at 24K and /alt 1+>K thi/ product i/ to be /tored at ordinary
re"rigeration temperature i+e+ 2 degree/ Centigrade to = degree Centigrade+
Amul Emmental Chee/e i/ aailable in a 0;; gm pac)+
4+ AMUL P!MMA C@EE5E
Amul% the large/t /elling brand o" Chee/e in !ndia% introduced
genuine Mo$$arella Chee/e "or the "ir/t time+ Amul Pi$$a Chee/e ha/ Moi/t%
5o"t% Ela/tic te#ture and ha/ a ery timely /ur"ace /heen and .hen "re/h% it ha/
a /lightly /alty blandi/h ta/te and plea/ant aroma+ :ecau/e o" it/ /tretch
ability% i+e+ ability to "orm /tring/ .hen hot% thi/ chee/e i/ ideal "or preparing
La/agna% Aeal Cutlet% Alla Parmagnia and a/ a topping on pi$$a/++ Mo$$arella
i/ an e#cellent /ource o" mil) protein/ and i/ palatable to the con/umer and
in/titutional /egment/+ !t compo/e/ o" "at% moi/ture and /alt+ The &ouda
1E
chee/e i/ an e#cellent ta/te u/ed "or pi$$a topping/ and i/ .idely u/ed in
ma'or hotel/+
E+ AMUL MALAI PANEER
Technologically% it i/ e6uialent to Cream Cottage Chee/e o"
.e/tern product/+ Amul Malai Paneer i/ aailable in already cut cube/ "orm+
The be/t 6uality Malai Paneer .ith 6uality a//urance o" Amul i/ the only
national brand o" Paneer aailable in !ndia /ince 133E+ !t i/ al/o e#ported to
U5% &ul" a/ .ell 5ingapore I Japan mar)et/ regularly+F Richer% 5o"ter%
:etterB Paneer i/ made out o" "re/h mil)+ Compo/ition/ o" Amul Malai Paneer
are higher "at content ,04(0EK- and lo.er moi/ture content+ Thi/ gie/ Amul
Malai Paneer /mooth% uni"orm te#ture and /o"tne// that mo/t con/umer/
de/ire+ 1iced Paneer i/ aailable in three pac) /i$e/ i$+ 1;; g% 0;; g I 1 )g
pac) in heat /ealed poly pouche/ to en/ure the be/t 6uality+
=+ Amul Pure G2ee +
1=
AMUL PURE &@EE i/ made "rom Mil) *at+ The compo/ition
o" Amul i/ mil) "at 33+EK and moi/ture ;+CK+ the calori"ic alue 3;;
)cal?1;;g+ Amul /agar pure ghee i/ made "rom "re/h cream+ !t ha/ a typical
rich aroma and granular te#ture+ !t i/ an ethnic product made by dairie/ .ith
decade/ o" e#perience being a rich /ource o" Aitamin A% 1% E and 9+ Meet/
A&MAR9 5PEC!AL &RA1E /peci"ication o" the A&MAR9 /cheme ,13C=-
o" &ot+ o" !ndia+
3+ M/t2a/ Mate
AMUL M!T@A! MATE 58EETENE1 CON1EN5E1 M!L9
i/ made "rom 5ugar I Mil) /olid/+ !t compri/e/ o" 5.eetened Conden/ed
13
Mil)% Total Mil) 5olid/% *at% Added Cane 5ugar% Partly 5)immed 5.eetened
Conden/ed Mil)% Total Mil) 5olid/% *at% and Added Cane 5ugar+ !t i/ a "ree
"lo.ing product and ha/ a plea/ant "laour+ The product can be u/ed to
manu"acture !ce Cream/% Con"ectionerie/ li)e To""ee/% :i/cuit/ and 5.eet/+ !t
Meet/ :!5 /tandard/G !5G 1144+
1;+ Amul S2r/12an-
AMUL 5@R!9@AN1 i/ made "rom Cha))a% 5ugar and
"laoring agent/?"ruit/ ,Elaichi% 5a""ron% Mango pulp-+ !t contain/ "at% mil)
/olid/% and mango pulp+ The 5hri)hand i/ mo/t commonly u/ed at "e/tie
occa/ion a/ a /.eet de/ert+ Mo/t proce//e/ are underta)en in order to improe
the ta/te o" the/e 5hri)hand and it act/ a/ a au/piciou/ "eed during "e/tial/+
5hri)hand i/ a traditional /.eet+ !t i/ the only pa/teuri$ed 5hri)hand .hich i/
been made "rom mo/t modern dairy e6uipment .hich help/ the 5hri)hand o"
an e#tended /hel" li"e .ith /mooth te#ture+ The calori"ic alue i/ 04;
)cal+?1;;g+ the product meet/ :!5 /peci"ication No+!5G3>C0(13=;+
11+ Ma*t/ Da2/
0;
AMUL MA5T! 1A@! i/ made "rom Pa/teuri$ed Toned Mil)+
Amul ma/t dahi compo/e/ o" e//ential nutrient/ /uch a/ "at C+>K and 5N*
=+>K+ Thi/ product i/ aailable in pac)aged "orm+ !t i/ produced in a modern
proce//ing plant .hich help/ to gie a /mooth% mild acetic acidic ta/te and
plea/ant "laour con/i/tently+
10+ Amul I.e Cream*
AMUL !CE CREAM i/ made "rom Mil) and Mil) product/%
5ugar% 5tabili$er/ I Emul/i"ier/+ !t compo/e/ o" mil) "at% total /olid/% /ugar%
acidity% protein etc+ Calorie/ pre/ent are per 1;; ml (134+E )cal Aariou/
eritie/ o" !ce Cream can be made "rom the ba/ic mi# by addition o" re6uired
01
amount o" permi//ible color/ and "laour+ 1ry "ruit/ and nut/ .ould be u/ed
"or ma)ing premium arietie/ o" !ce Cream+ Aariou/ "laor/ o" Amul ice(
cream are a/ "ollo./G(
Aanila% 5tra.berry% Pineapple% Orange% Ro/e% Mango% Chocolate% @oney(
1e.(Melon% Tutti *rutti% Litchi% 9e/ar Pi/ta% 9a'u 1ra)/h% :utter/cotch%
Chocochip/% Ra'bhog and Ca/he. :rea)+
1C+ Amul M/t2aee
Thi/ i/ a ready(to(eat product and hence it li)ed by a ma'ority
o" people+ People pre"er to thi/ product than the mi# o" &ulab Jamun/
aailable+ The be/t 6uality o" the "ood attract/ the people a/ the nature%
moi/tne// and /o"tne// i/ accepted .hich en"orce/ the people to buy the
product+
12+ Gula) &amun M/@
00
AMUL M!T@AEE &ULA:JAMUN M!N i/ made "rom 8hole
Mil) Po.der% Tartaric Acid% and 5odium :icarbonate+ Amul Mithaee
&ulab'amun Mi# i/ a mi#ture o" all the re6uired ingredient/ to produce ta/ty%
/o"ter and deliciou/ &ulab'amun/+The moi/ture content i/ more than the "at
content+
1>+ Amul C2+.+late*
AMUL C@OCOLATE i/ made "rom 5ugar% Cocoa :utter%
Mil) 5olid/% Chocolate ma//+ The compo/ition i/ a/ "ollo./ Mil) *at% 5ugar%
0C
Total *at ,Mil) *at O Cocoa *at-% Cocoa 5olid/% and Mil) 5olid/ and meet/ all
re6uirement/ under the P*A "or boiled /ugar con"ectionary+
14+ Amul ;a*un-/
In0re-/ent*:-
Amul :a/undi i/ concentrated mil) ba/ed product .ith added
/ugar% "laor/ and condiment/ and contain/ *at ( 11K% Mil) 5olid/ ( 0>K%
5ugar ( 3K+ The calori"ic alue i/ 0;> Calorie/ per 1;;ml+ Amul :a/undi i/
aailable in >;; ml and 1 Liter a/eptic Tetra Pac)+ The :a/undi i/ prepared
"rom be/t 6uality% rich in nutrition and "ree "rom bacteria+ !t can be /tored in
room temperature and maintain/ a long /hel" li"e,4 month/ "rom date o"
manu"acturing -+ !t i/ economically priced and aailable round the year+ Amul
:a/undi i/ accepted and can be /ered a/ can be /ered a/ "ood companion or
de//ert+ !t al/o help/ to ma)e 9heer% Paya/am% &a'ar @al.a% 5eiya% 9ul"i%
Rabdi% Mil) 5ha)e/ deliciou/
02
1E+ Nutramul
NUTRAMUL MALTE1 M!L9 *OO1 Amul7/ Nutramul ha/
the highe/t protein content among all the bro.n beerage po.der/ /old in
!ndia and i/ the only one in !ndia .ith :!5 certi"ication mar)+ Amul7/
Nutramul i/ made "rom malt e#tract% mil) /olid/% /ugar% cocoa po.der%
emul/i"ying agent/% /odium bicarbonate and added "laour+ !t compo/e/ o" "at
carbohydrate/ /tarch% /ugar protein and cocoa+ Carrie/ :!5 certi"ication mar)
!5G 1=;4(13E> Type !!+
1=+ Amul S2a1t/ Healt2 F++- Dr/n1
0>
Amul 5ha)ti i/ a uni6ue combination o" Mil) and natural
goodne// o" 9e/ar ,5a""ron- I Almond+ Amul 5ha)ti% a complete "ood in a
drin)% i/ ideally balanced "or the nouri/hment and health o" the entire "amily+
!t contain/ more o" Mil) Protein and Mil) Calcium .hich are ea/ily dige/ted
and a//imilated in the body+ Amul 5ha)ti contain/ e//ential Amino Acid/%
Aitamin/% Mineral/ and Micronutrient/ needed "or building up internal
immunity and maintaining good health+ The product i/ aailable in t.o "laor/
9e/ar(Almond and Chocolate+ Amul 5ha)ti contain/ e//ential Amino Acid/%
Aitamin/% Mineral/ and Micronutrient/ needed "or building up internal
immunity and maintaining good health+ The product i/ aailable in t.o "laor/
9e/ar(Almond and Chocolate and in &la// Jar/ ( >;; gm I 0;; gm Re"ill
:o#e/ ( >;; gm I 0;; gm Pouche/ ( >; gm I 0> gm+
A#ARDS
04
Amul ha/ al.ay/ produced 6ualitatie product/+ The company
maintain/ it/ total 6uality management in order to produce be/t 6uality
product/+ The product/ produced by the company .ere al.ay/ been
appreciated by the con/umer/+ !n "act .e can /tate that Amul ha/ maintained a
tradition to improe it/ per"ormance and get noted among/t the top companie/
by bagging the mo/t .orthy pri$e/ "rom bu/ine// ceremony by getting the/e
a.ard/+ The li/t o" a.ard/ receied by Amul "or their tremendou/
per"ormance /tate/ the ariou/ mea/ure/ adopted by the company in order to
increa/e the /ale/+
*ollo.ing are the three big a.ard/ .hich got by Amul "or their be/t
per"ormance/ areG
Rama1r/*2na ;aAaA Nat/+nal Bual/t4 A>ar-*-566C.
Internat/+nal CIO D66 A>ar-* ,+r Re*+ur.e,ulne**.
RaA/9 Gan-2/ Nat/+nal Bual/t4 A>ar-*-DEEE.
Ram1r/*2na ;aAaA Nat/+nal Bual/t4 A>ar--566C:-
0E
The &u'arat Co(operatie Mil) Mar)eting *ederation Ltd+ ha/
emerged a/ the top /corer in the /erice category o" the pre/tigiou/ !MC
Ram)ri/hna :a'a' National Puality A.ard ( 0;;C+ The Certi"icate o" Merit
.a/ pre/ented at a glittering ceremony held at Mumbai on March 11 by the
&oernor o" the Re/ere :an) o" !ndia% 1r+ D+ A+ Reddy+
According to 5hri :+ M+ Aya/% Managing 1irector% &CMM*%
thi/ recognition ha/ once again reiterated &CMM*7/ commitment to 6uality
and e#cellence+ The bigge/t /trength o" &CMM* i/ the tru/t it ha/ created in
the mind/ o" con/umer/ regarding the 6uality o" it/ product/+ &CMM* and it/
brand Amul /tand "or guaranteed purity "or .hateer product/ it produce/% he
added+
&CMM* ha/ bagged thi/ a.ard "or adopting note.orthy
6uality management practice/ "or logi/tic/ and procurement+ Oer the year/% it
ha/ e/tabli/hed an e""icient /upply chain that penetrate/ een the remote/t
corner/ o" the country+ The in"ormation /y/tem/ o" the *ederation are
comprehen/ie and include detail/ on product 6uality% deliery per"ormance%
/upplier 6uality% di/a/ter recoery and all e//ential commercial area/% the
citation read/+
The Rama)ri/hna :a'a' National Puality A.ard i/ ba/ed on
"rame.or) and principle/ almo/t /imilar to the Malcolm :aldrige A.ard that
i/ gien by the Pre/ident o" the United 5tate/ to bu/ine//e/ ( manu"acturing
and /erice% /mall and large ( and to education and healthcare organi$ation/
that apply and are 'udged to be out/tanding in /een area/G leader/hip%
/trategic planning% cu/tomer and mar)et "ocu/% in"ormation and analy/i/%
human re/ource "ocu/% proce// management% and bu/ine// re/ult/+
0=
Mr. ; M 4a* re.e/9e* t2e B/m3r+ G+l- Stan-ar- A>ar-
Pimpro Platinum 5tandard% the highe/t indiidual honour% ha/ in recent year/
been a.arded to Chandra Mohan% Aditya :irla% 1eepa) Pare)h% * C 9ohli% 1r
J J !rani% A$im Prem'i% and 9umar Mangalam :irla+ Pimpro A.ard/ are
recogni$ed by the A5P and the !n/titute o" Puality A//urance% U9+
INTERNATIONAL CIO D66 A#ARDS FOR
RESOURCEFULNESS:-
AMUL - THE TASTE OF INDIA 'GCMMF(
re.e/9e*
INTERNATIONAL CIO 100 AWARD FOR
RESOURCEFULNESS
03
&CMM* i/ a .inner o" the pre/tigiou/ international C!O 1;;
a.ard "rom !1&7/ C!O Maga$ine% U5A+ The 0;;C C!O 1;; a.ard recogni$e/
the organi$ation/ around the .orld that e#cel in po/itie bu/ine// per"ormance
through re/ource"ul !T management and be/t practice/+
Thi/ C!O !nternational !T e#cellence A.ard ha/ recogni$ed the
Cooperatie Moement I it/ Leader/hip under the BAmulB brand% initiated by
1r+ A 9urien% Mil)man o" !ndia% .hoH/ main Motto i/ to build !ndian 5ociety
economically I literally /trong through innoatie cooperatie re/ource"ul
net.or)% /o a/ to proide 6uality /erice I product/ to the end con/umer/ and
good return/ to the "armer member/+
Thi/ a.ard ha/ al/o gien direction that !T need to be
encouraged I adopted more I more at gra// root leel and bridge the digital
diide through proper training% re(training /o a/ to bring radical change I
bene"it to the !ndian /ociety+
!t ha/ al/o recogni$ed the Managing 1irector% Mr+ : M Aya/%
.ho ha/ ta)en !T initiatie by /etting the direction <GCMMF a* IT
C+m3an4 /n F++- )u*/ne**<+ !t ha/ al/o in/pired all the employee/ o"
&CMM* Enterpri/e to /u/tain the challenge/ a/ a BChange AgentB by
e#celling their !T /)ill/ in order to tran/"orm the people around them to.ard/
!T !ntegration ,e(Ai/ion- on both the end/ o" /upply chain ,Aillage leel
*armer to end con/umer-+ Thi/ a.ard al/o motiated the each I eery
member dairy% Amul7/ .hole/ale di/tributor/% retailer/% tran/porter/ and
/upplier/ .ho hae /upported .hole(heartedly the !T initiatie/ o" &CMM*+
The &u'arat Co(operatie Mil) Mar)eting *ederation
,&CMM*- ha/ been honoured at the C!O 1;; 5ympo/ium I A.ard
Ceremony on Augu/t 13% 0;;C% at the :road moor in Colorado 5pring/%
C;
Colorado% U5A+ 5hri 5ubbarao @egde% @ead o" !T had been to U5A and
receied the /aid A.ard on behal" o" &CMM*+
RaA/9 Gan-2/ Nat/+nal Bual/t4 A>ar- DEEE:-
A"ter creating ripple/ in the mar)et .hether it be .ith a R/+ 0;?( Pi$$a or .ith
a BrealB !ce Cream% Amul ha/ once again bagged the bigge/t pri$e not only "or
ne. product launch "or giing a tough "ight to be/t o" the "ood companie/ in
e#tremely competitie /egment/+ !t ha/ no. topped a/ the .inner o" the <Best
of All< RaA/9 Gan-2/ Nat/+nal Bual/t4 A>ar- "or the year% 1333+
The a.ard .hich i/ con/idered e6uialent o" Malcolm :aldrige
National Puality A.ard o" U5A and European Puality A.ard i/ the mo/t
pre/tigiou/ a.ard .hich recogni$e/ achieement/ o" an organi$ation in term/
o" e#cellence in bu/ine// re/ult/% bu/ine// proce//e/% cu/tomer /ati/"action a/
.ell a/ /ocietal and enironmental impact+
!n a glittering "unction organi$ed at Aigyan :ha.an% Ne.
1elhi on 10th Noember% 0;;1% 5hri 5hanta 9umar% @on7ble Mini/ter o"
Con/umer A""air/% *ood and Public 1i/tribution gae a.ay the a.ard/ to 5hri
:+M+ Aya/% M1 o" &CMM*+
C1
TOTAL BUALIT" MANAGEMENT CONDUCTED
;"
AMUL COMPAN"
Intr+-u.t/+n:-
A/ AMUL concerned .ith the manu"acturing o" peri/hable
product/ it had a bird eye on the 6uality o" the product/ produced by the
company+ !n todayH/ /ti"" competition it tried to /trengthen it/ "unctional
proce//e/+ Emerging trend/ o" liberali$ation and impact o" 8TO ha/ led to
"ocu/ on Total Puality Management+ Reali$ing that unle// the TPM
initiatie/ i/ been accepted by all bu/ine// partner/% the /ame .ould remain
ine""ectie+ A/ a ery uni6ue mea/ure Amul e#tended all the TPM initiatie/
to it/ bu/ine// partner/ .hether it .a/ the "armer producer in the illage or a
.hole/ale di/tributor in a metro to.n or it/ mo/t /ophi/ticated production
unit+ A number o" TPM initiatie/ .hich run /ucce//"ully acro// the
organi$ation are been mentioned belo.G(
1+ 9ai$en
0+ @ou/e)eeping
C+ 5mall &roup Actiitie/
2+ @o/hin 9anri,Policy 1eelopment -
5hri :+M+ Aya/% Managing 1irector% championed thi/ moement reali$ed .ay
bac) in 1332 that .ith emerging competition% doing bu/ine// .ould become
more e#citing yet e#tremely competitie .hich .ould re6uire at time/ not
only a .hole /et o" ne. /)ill/ and competencie/ but 6uic) adaptability to
change .ithout much /tre// or turbulence+ The initiation o" TPM .a/ to .or)
.ith the .ell )no.n 6uality management initiatie/ .hich hae proen to be
C0
e""ectie el/e.here to create a culture o" tran/parency% openne// and
leader/hip in the organi$ation+
D. !a/=en:-
Employee/ o" &CMM* hae done more than 1+4; la)h/
9ai$en /ince May% 133> .hich ha/ impacted in bringing in a culture o"
continuou/ improement+
5. H+u*e1ee3/n0:-
The hou/e)eeping initiatie/ hae helped )eeping the o""ice/?
.arehou/e/ neat% clean and more productie% be it i/ the O""ice premi/e/
or the godo.n/ or een Computer/+
C. Small Gr+u3 A.t/9/t/e* :-
1>; 5&AH5 hae been carried out in cro// "unctional group/ to
addre// the problem and pain area/ o" the organi$ation i+e+ i//ue o" /ale/%
mar)eting% @R or !T+ The organi$ation ha/ implemented a cu/tomi$ed
ERP "or /eamle// integration o" it/ 2; odd /ale/ o""ice/ "rom Jammu to
Port(:lair and @ead O""ice+ All it/ .hole/ale dealer/ are computeri$ed
and &CMM* i/ moing on a :0: model "or integration inter"ace .ith it/
dealer/ be it "or placing order "or buying it/ product/% /haring in"ormation
or "or trac)ing logi/tic o" di/patch?receipt o" good/+
F. H+*2/n !anr/'P+l/.4 De9el+3ment(:-
&CMM* ha/ al/o embar)ed upon "or la/t 2 year/% 7@o/hin
9anri7 a employment initiatie .here more than 1;; O""icer/?@ead/
CC
participate t.ice in a year to reie. it/ bu/ine// goal/?proce//e/ and
implement ne. initiatie/+ The/e are "urther ca/caded to the .hole/ale
dealer/ in di""erent territorie/ in a t.o day e#erci/e called Ai/ion Mi//ion
5trategy ,AM5- 8or)/hop+ The/e initiatie/ hae re/ulted common
under/tanding o" goal/% eliminating communication barrier+
EFFECTIENESS:-
The initiatie o" TPM /i# year/ bac) ha/ made the
organi$ation e""icient .hether it be in launch o" brand/% or in implementing
ERP7/ or e#panding it/ di/tribution net.or)+ More /tri)ing "eature o"
&CMM*7/ TPM e#perience i/ the integration o" it/ bu/ine// lin)age/ at the
illage leel to the "or.ard lin)age through it/ /ale/ o""ice/?.hole/ale dealer/
in the mar)et+
AMUL "ATRA
One o" the uni6ue initiatie/ ha/ been in term/ o" inolement
o" it/ .hole/ale dealer/ in a common plat"orm to addre// i//ue/ o"
mar)et?cu/tomer/+ All the .hole/ale dealer/ "rom acro// the country hae
i/ited Anand in a uni6ue programme called BAMUL DATRAB+ !n the ne#t
pha/e% the organi$ation ha/ already /tarted initing the /ale/men o" the/e
.hole/ale dealer/ "or thi/ programme+ !t al/o intend/ to inite the top retailer/
o" ariou/ citie/?to.n/ to Anand+ The purpo/e i/ not a/ much to orient them to
&CMM*7/ bu/ine// plan/% but to inculcate a /uper(ordinate goal in their heart
that .hen they are a//ociated .ith AMUL% they are .or)ing "or a mode/t
C2
mil) producer in the rural hinterland o" the country and that i/ .hat true
progre// i/ about+ &CMM* ha/ more than 0;; Amul Puality Circle/ in the
country .here all the aboe .hole/ale 1ealer/ meet in group on eery third
5aturday o" the month to di/cu// their bu/ine//% 6uality initiatie/ and al/o
pain area/+ Thi/ ha/ impacted tremendou/ly not only in communication but
al/o in improing the tran/parency in the organi$ation+
C>
MAR!ETING G SALES PROMOTION STRATEG"
Loo)ing at the current !ndian mar)eting /cenario% .e can /ay
that .e are moing bac) in time+ 9otler /ay/ that in the eolution o"
mar)eting% be"ore the mar)eting concept became popular% there i/ a /elling
concept .hich /tate/ that Bcu/tomer/ and bu/ine//e/% i" le"t alone .ill
ordinarily not buy enough o" the organi$ation/ product/+ The organi$ation
mu/t there"ore underta)e an aggre//ie /elling and promotion e""ortB !n thi/
pre/ent /cenario% it i/ true that companie/ .ill /urie only i" there i/ a /uper
e""icient /ale/ "orce+ The rea/on/ are that increa/ingly eery product i/ being
commoditi$ed and there i/ an increa/e in the po.er o" retail/% in"ormation
e#plo/ion that ha/ gien the con/umer an unu/ual po.er+ Thi/ ha/ en/ured
that .ithout an e""icient /ale/ "orce companie/ cannot /urie+
Een .hen companie/ "ocu/ on /ale/ e""ort% concept li)e
/egmentation /hould not be oerloo)ed+ *or e#ample% there ha/ been lot o"
e""ort on increa/ing credit card u/age in !ndia+ Credit card no. come/ "ree "or
li"e and /ale/ people are 'u/t /elling credit card/ li)e chocolate/+ !/ it not .i/e
to loo) at .hether the con/umer .ant/ a credit cardQ 1oe/ he li)e to u/e oneQ
1oe/ he hae the ability to pay bac)Q Recently a ne./ channel /ho.ed a
mutual "und agent giing di/count/ to a client "rom hi/ bro)erage+ 8hat doe/
that meanQ !t /imply mean/ that .e are not practicing mar)eting+ 8e are 'u/t
/elling++++
Many bu/ine// guru/H are /aying that%F cu/tomer/ are the god
or )ing o" the mar)etF+ !t can be under/tood "rom the "act that the cu/tomer i/
not the )ing a/ the companie/ .ant the con/umer to be loyal+ The real "act i/
that no company regard cu/tomer a/ the )ing+ Eeryone in the mar)et care/
about the money+ Mar)eting i/ creating and e#changing good/ o" alue
bet.een company ob'ectie/ are achieed in that proce//+ 5o .hat i/
happening no. i/ thi/ e#change proce//+ Mar)eter/ tried to attract
cu/tomer/by treating them .ell and thu/ came the cliche Rcu/tomer i/ the
C4
9ingB+ !t i/ only economic/ in play+ !t i/ no. the choice o" the cu/tomer that
.hether he .ant/ him/el" to be treated a/ a )ing ,and pay "or it-+
A"ter reali$ation/ o" the big i//ue Amul /tated to ma)e the
mar)eting and /ale/ promotion /trategy to oercome the problem+ Amul i/ the
large/t co(operatie moement in !ndia .ith 0+0 million mil) producer/
organi$ed in 1;%>>0 co(operatie /ocietie/ in 0;;C(0;;2+ The country7/ large/t
"ood company% Amul% i/ the mar)et leader in butter% .hole mil)% chee/e% ice
cream% dairy .hitener% conden/ed mil)% /aturated "at/ and long li"e mil)+
Amul "ollo./ a uni6ue bu/ine// model% .hich aim/ at proiding 7alue "or
money7 product/ to it/ con/umer/% .hile protecting the intere/t/ o" the mil)(
producing "armer/ .ho are it/ /upplier/ a/ .ell a/ it/ o.ner/+ 1e/pite being a
"armer/7 co(operatie% Amul ha/ gien multinational/ a run "or their money+ !n
butter% chee/e and /aturated "at/% Amul ha/ remained the undi/puted mar)et
leader /ince it/ inception in 13>>% by o""ering 6uality product/ at competitie
price/+ !n other categorie/% Amul ha/ nulli"ied it/ late moer di/adantage
through aggre//ie pricing% better 6uality% innoatie promotion% and /uperior
di/tribution+
FPS OF AMUL COMPAN":-
a( PRODUCT: -
Trac)/ con/umer need/ I their changing li"e/tyle/% I
accordingly deelop/ product/ to /uit their need/+ Product 6uality
play/ a paramount role I /o doe/ pac)aging+
)( PRICING:-
The main U5P o" Amul brand i/ it/ lo. pricing+ !t hit/
at the tran/national/ by reducing it/ price/ on it/ product port"olio+ The
competitie adantage i/ it/ Rbac).ard integrationF /trategy% .hich
help/ /ub/tantially in co/t reduction+
CE
.( PLACE:-
Any "ood company re6uire/ a dedicated cool chain
net.or)+ Amul boa/t/ o" the large/t cold chain net.or) ,1=;;;
re"rigerator/- in !ndia% a/ compared to any other company+ !t i/
/urpri/ing to note that it /ell/ pi$$a/ in rural mar)et/ tooS
-( PROMOTION:-
Amul /pend/ ery le// on it/ aderti/ing budget% but
/pend/ it ery e""ectiely+ !t ha/ the po.er o" an umbrella brand Amul%
.hich i/ highly re/pected brand name I en'oy the tru/t o" 1;;;
million hou/ehold/+ Than) to it/ brand ma/cot% the Amul girl% the co(
operatie ha/ been able to get a.ay .ith /pending 'u/t one per cent o"
it/ reenue/ on aderti/ing+ !n contra/t% it/ competitor/ /pend/
any.here bet.een E to 1; per cent on aderti/ing+ Amul po/itioning i/
RAalue "or MoneyF+ !t u/e/ the /erice/ o" 1a Cunha A//ociate/ I
*C: Ul)a "or it/ aderti/ing e""ort/+
A-9ert/*/n0:-
An Amul butter ad on Pa)i/tan7/ 9argil 8ar "ia/co+ The image
/ho./ the BAmul babyB in bet.een &eorge *ernande/ and Aa'payee+
!t/ aderti/ing ha/ al/o /tarted u/ing tongue(in(chee) /)etche/
/tarring the Amul baby commenting 'oially on the late/t ne./ or current
eent/+ The pun in her .ord/ ha/ been popular+ The Amul ad/ are one o" the
longe/t running ad/ ba/ed on a theme% no. ying "or the &uinne// record/ "or
C=
being the longe/t running ad campaign eer+ 5yle/ter daCunha% .a/ the
managing director o" the aderti/ing agency% A5P% that created the campaign
in 134E .ho/e charm ha/ endured "ic)le public opinion% gimmic)ry and all
el/e+
Ma*.+t
The Amul baby
5ince 134E Amul product/7 ma/cot ha/ been the ery
recogni$able BAmul babyB ,a chubby butter girl u/ually dre//ed in pol)a
dotted dre//- /ho.ing up on hoarding/ and product .rapper/ .ith the e6ually
recogni$able tagline Utterl4 ;utterl4 Del/./+u* Amul+ The ma/cot .a/ "ir/t
u/ed "or Amul butter+ :ut in recent year/ in a /econd .ae o" ad campaign "or
Amul product/% /he ha/ al/o been "or other product li)e ghee and mil)+ 5he i/
probably one o" the mo/t enduring ma/cot/ in the .orld+
C3
AMUL PALOURS:-
Amul <Utterl4 Del/./+u*< Parl+ur*:-

Amul ha/ recently entered into direct retailing through BAmul
Utterly 1eliciou/B parlour/ created in ma'or citie/ Ahmedabad% :angalore%
:aroda% 1elhi% Mumbai% @yderabad and 5urat+ Amul ha/ plan/ to create a
large chain o" /uch outlet/ to be managed by "ranchi/ee/ throughout the
country+ 8e hae created Amul Parlour/ at /ome prominent location/ in the
country% .hich are run by the company or it/ .hole/ale dealer/G
1+ 1elhi Metro Rail Corporation
0+ The 5omnath Temple
C+ National !n/titute o" 1e/ign
2+ !n"o/y/ Technologie/ in :angalore% My/ore I Pune
>+ 8ipro campu/ in :angalore
4+ Ahmedabad Municipal Corporation
E+ 5urat Municipal Corporation
=+ 1elhi Police
3+ &u'arat 5tate Road Tran/port Corporation
BAmul Utterly 1eliciou/B parlour/ are an e#cellent bu/ine//
opportunity "or ine/tor/% /hop)eeper/ and organi$ation/+ !n order to come
2;
clo/er to the cu/tomer% Amul hae decided to create a model "or retail outlet/%
.hich .ould be )no.n a/ BAmul Pre"erred Outlet/B,APO-+
S#ADESHI HS IDESHI
21
Amul ready to ta)e on Pep/i% Co)e in /port/ drin) /egment
On 1; Jan% 0;;4 5.ade/hi *MC& ma'or &u'arat Co(operatie
Mil) Mar)eting *ederation Ltd ,&CMM*- i/ getting ready to launch !ndia7/
"ir/t /port/ drin) 75tamina7 in t.o .ee)/+ On the other hand% ide/hi ma'or
Coca(Cola !ndia i/ planning to introduce it/ global /port/ brand 7Po.erade7 in
!ndia and Pep/iCo !ndia i/ preparing "or a national roll(out o" 7&atorade7%
.hich i/ aailable only in /elect metro/ no.+
According to indu/try analy/t/% thi/ na/cent /egment .ill
.itne// a lot o" action in 0;;4((.ith the entry o" ne. player/+ BMo/t
companie/ no. .ant to ca/h in on the gro.ing con/umeri/m in !ndia+
A/ li"e/tyle/ change% con/umer/ opt "or energy and /port/
drin)/ to /tay "it+ At pre/ent% Red :ull .hich i/ priced at R/ E> i/ the only
ma'or player in thi/ /egment%B /aid analy/t/+ On Amul7/ "oray into the /port/
drin)/ /ector% R5 5odhi% general manager% &CMM* in"ormed the company
plan/ to launch 75tamina7 in /elect metro/% .hich include Mumbai% Chennai%
1elhi and Ahmedabad ( to /tart .ith+B 5tamina .ill the "ir/t /port/ drin) "rom
!ndia+ 8ith lemon "laour% it .ill be aailable in Tetra Pac)/ and i/ priced at
R/ 10,"or 0;; ml-+ T.o year/ ago% .e entered "laored mil) /egment%F /aid
Mr+ 5odhi+
According to analy/t/% .ith competitie pricing /trategy% Amul
.ill /core oer other /port/ drin)/ in !ndia% .hich are priced aboe R/ E>+
A/ "or Coca(Cola7/ /trategy "or 7Po.erade7 in !ndia% the
company /po)e/per/on .a/ reluctant to diulge detail/ on co)e7/ ne.
initiatie/+ B8e are e#ploring opportunitie/ to bring in ne. beerage/ targeted
at di""erent /egment/ in the Ne. Dear%B he /aid+
20
The ital 6ue/tion i/ (8ill a /.ade/hi brand li)e Amul ta)e on
global brand/ in the /port/ drin)/ /ector in !ndiaQ
AMUL AND COMPETITION
2C
Amul operate/ in a highly competitie enironment+ Amul ha/
to compete .ith 4 to = tran/national in the mar)et place+ &CMM* popularly
)no.n a/ Amul i/ ta)ing on trannational/ acro// a clutch o" product
categorie/+ R&et your "ocu/ rightF i/ the mantra "or Amul+
AMUL AND COMPETITION: - A STATUS REPORT
D. ICE-CREAM:-
AMUL @LL N!RULA5
E#panding reach
E#panding mar)et .ith
/no.cap
Launched *undoo to
combat @LLH/ ma#
*ocu/ing on lo.er price
point/
:uilding a national
chain o" ice(cream
parlour/
*orti"ying 1elhi(centric
pre/ence .ith ice(cream
only retail chain
5. CHOCOLATES H CONFECTIONER":-
AMUL @LL CA1:URD NE5TLE
:R!TANN!A
NE5TLE
CA1:URD
P!MMA CO5
@!N1U5TA
N LEAER
AMUL
22
Launching a
pu""ed(rice
centered bar
Launched
mil) ?
chocolate
con"ectionery
Planning to
enter alue(
added
/egment/
E#tended
Ma# brand to
/ugar
con"ectionery
Re(launched
> /tar and
gem/
Launched
Temptation/
5oaring up
mar)et /hare
to 9it)at
C. PIIIA:-

AMUL N!RULA5 P!MMA(@UT 1OMM!NO
Entering the
ready( to(coo)
con/umer
/egment through
Utterly 1eliciou/
*orti"ying 1elhi(
centric pre/ence%
by launching
"ro$en ready(to(
coo) pi$$a
Plan/ to
increa/e % to 1;;
outlet/ in the
ne#t three year/
Clo/ing do.n
unpro"itable
outlet/
F. INFANT MIL! SU;STITUTES:-
AMUL NE5TLE
To enter the mar)et .ith three
ariant/
Creating entry barrier/ "or amul
through price and cro// promotion/
7. CURD:-

AMUL NE5TLE MOT@ER 1A!RD
E#panding reach by
aligning .ith other mil)
co(operatie/
Mean/ to compete it/
dairy range
Leeraging it/ li6uid
mil) di/tribution
net.or) in 1elhi to /ell
curd
8. LIBUID FRESH MIL! H HIGH TREATED MIL! :-
2>
AMUL NE5TLE :R!TANN!A
*ocu/ing on deeloping
entire mil) mar)et
Part o" dairy /trategy *ocu/ing on "laoured
high margin U@T
mar)et/
Plan/ to capture )ey
mar)et/
J. DAIR" #HITENERS:-
AMUL :R!TANN!A
8ant/ to dominate mar)et through
Amulya
*ocu/ing on the geographical mar)et
.ith mil)man
K. ;UTTER:-
AMUL NE5TLE :R!TANN!A
Plan/ to protect near
dominance in lo.
margin mar)et .ith
price
An out/ourced product
to complete dairy range
*ocu/ing on "laoured
high margin U@T
mar)et/
Plan/ to capture )ey
mar)et/
E. S#EETENED CONDENSED MIL!:-
AMUL NE5TLE
Empha/i$ing price leader/hip to drie
Mithai(Mate to mar)et dominance
@olding price/ o" mil)maid and
heaily cro// promoting the product
D6. CHEESE:-
AMUL NE5TLE
8ant/ to create in/titutional mar)et
"or it/ mo$$arella chee/e
*ocu/ing on top A and : cla// outlet/
and /ee)ing to maintain it/ leader/hip
in chee/e /lice/
DD. COTTGE CHEESE 'PANEER(:-
AMUL :R!TANN!A
24
Plan/ to create a mar)et "or branded
paneer by launching non(diced
product
Moing "rom "ro$en to re"rigerated
paneer
D5. HEALTH DRIN!:-
AMUL CA1:URD 5M!T@(9L!NE
:EEC@AM
Amul 5ha)ti i/ been
launched to compete
.ith other brand/+
Re(launched :ournita
recently
Ac6uired Maltoa and
3ia to "orti"y it/ /table
o" :oo/t and @orlic)/
EXPORT
2E
&CMM* i/ !ndia7/ large/t e#porter o" 1airy Product/+ !t ha/
been accorded a BTrading @ou/eB /tatu/+ &CMM* ha/ receied the APE1A
A.ard "rom &oernment o" !ndia "or E#cellence in 1airy Product E#port/ "or
the la/t 3 year/+
The ma'or e#port product/ areG
C+n*umer Pa.1*:-
Amul Pure &hee
Amul :utter
Amul 5hri)hand
Amul Mithaee &ulab'amun
Nutramul :ro.n :eerage
Amul/pray !n"ant Mil) *ood
Amul Chee/e
Amul Malai Paneer
Amul U@T Mil) ,Long Li"e-
Amul *re/h Cream
;ul1 Pa.1*:-
Amul 5)immed Mil) Po.der
Amul *ull Cream Mil) Po.der
Many o" our product/ are no. aailable in the U5A% &ul" Countrie/ and
5ingapore+
2=
Amul 2+3e* t+ ,l+> /nt+ &a3ane*e mar1et:-
Amul i/ going place/+ Literally+ A"ter haing e/tabli/hed it/
pre/ence in China% Mauritiu/ and @ong 9ong% &u'arat Cooperatie Mil)
Mar)eting *ederation ,&CMM*-% !ndiaH/ large/t mil) cooperatie% i/ .aiting
to "lood the Japane/e mar)et+ The mil) cooperatie% .hich mar)et/ Amul
brand o" product/% i/ hope"ul o" bagging a ma'or e#port order "rom Japan+
!n )eeping .ith the popularity o" the brand abroad% &CMM*
ha/ rei/ed it/ e#port target "or thi/ "i/cal by R/ >; crore to R/ 0;; crore+ 5ay/
&CMM* managing director : M Aya/% R8e hae had a di/tributor in Japan
/ince 1332 but no ma'or pre/ence in that country+ :ut a "e. day/ ago a
delegation "rom Japan% under the aegi/ o" Agriculture and Lie/toc) !ndu/try
Corp ,AL!C-% i/ited our "acilitie/ at Anand ,&u'arat- and .ere plea/antly
/urpri/ed .ith the /heer /cale o" our dairy operation/+ ! am hope"ul that /ome
o" our product/% /uch a/ mil) po.der and chee/e% could be e#ported to Japan
/oon+F
Then% &CMM* i/ al/o loo)ing at 5ri Lan)a a/ one o" it/ ne#t
e#port de/tination/+ Amul product/ are already aailable on /hele/ acro//
/eeral countrie/% including the U5% China% Au/tralia% 8e/t A/ian countrie/
and A"rica+
8hile Aya/ declined to reeal other oer/ea/ mar)et/ that the
"ederation i/ targeting no.% he /aid that demand "or dairy product/ "rom !ndia
i/ e#pected to gro. in many oer/ea/ mar)et/+
Claiming that buoyant e#port/ help the company maintain price/ in the
dome/tic mar)et% Aya/ /aid that in time/ o" mil) /urplu/% haing ready e#port
mar)et/ allo. the "ederation to /ae it/el" "rom ma)ing any di/tre// /ale/+
23
&CMM* recorded a turnoer o" R/ 0%300 crore la/t "i/cal+ !t/
product/ include pouch mil)% ultra heat treated ,U@T- mil)% ice(cream% butter%
chee/e and buttermil)/+
!ANAN DAIR":-
9anan &roup i/ a "a/t gro.ing group .ith intere/t/ in the
*a/hion and "ood !ndu/try+ !anan Gr+u3 +, C+m3an/e*L a tru/ted name in
the United 5tate/% bring/ a .ide erity o" product/ and /erice/ to con/umer/+
!n partner/hip .ith Amul% .e are dedicated to bring in your home% the "aorite
Amul product/+
The/e dairy(ba/ed product/ are imported to the United 5tate/
throughout the year and /old to more than 1;;; ethnic grocery /tore/ around
the country through 91PH/ net.or) o" E di/tributor/+ 8hile a.aiting
>;
di/tribution% the Amul product/ are /tored in 91P .arehou/e/ in Ne. Jer/ey%
Chicago% and the Lo/ Angele/ area+
:y the end o" the year 0;;>% 9anan 1airy plan/ to mar)et three
more dairy(ba/ed 7Amul7 product/+
SOCIAL A#ARENESS
>1
AMUL RELIEF TRUST:-
A dea/tating earth6ua)e ,Richter /cale T E+3- hit &u'arat on
04th January 0;;1+ The epicenter o" the 6ua)e .a/ located in 9utch di/trict+ !t
cau/ed death o" thou/and/ o" people% ten/ o" thou/and/ .ere in'ured% hundred/
o" thou/and/ .ere rendered homele// and damage o" billion/ o" Rupee/ .a/
done+
&CMM* "ormed a /peci"ic organi$ation named MAmul Rel/e,
Tru*t% ,ART- under the Chairman/hip o" 1r+ A+ 9urien in 0;;1 .ith a
donation o" R/+ >; Million/ "or recon/truction o" the /chool building/
damaged in the 0;;1 earth6ua)e in the 9utch area+
The Tru/t recon/tructed 4 /chool/ damaged by the aboe
earth6ua)e at a co/t o" R/+ 21+1 million/ in 9utch area+ *our o" the/e /chool/
/tarted re("unctioning "rom the la/t t.o academic /e//ion/ and the other t.o
/chool/ "rom the current /e//ion+
1+ A /chool recon/tructed by Amul Relie" Tru/t in the earth6ua)e a""ected
Ratadia Aillage in Mundra Talu)a o" &u'arat+
Nana A/alia Aillage in Mundra Talu)a o" &u'arat
C+ A /chool recon/tructed by Amul Relie" Tru/t in the earth6ua)e a""ected
1epar Aillage in Mandi Talu)a o" &u'arat+
Toda Aillage in Mundra Talu)a o" &u'arat+
>+ A /chool recon/tructed by Amul Relie" Tru/t in the earth6ua)e a""ected
9athada Aillage in Mandi Talu)a o" &u'arat+
9athada Aillage in Mandi Talu)a o" &u'arat+
>0
A *.2++l re.+n*tru.te- )4 Amul Rel/e, Tru*t /n t2e eart2Nua1e a,,e.te-
Rata-/a /lla0e /n Mun-ra Talu1a +, GuAarat.
>C
Nana A*al/a /lla0e /n Mun-ra Talu1a +, GuAarat.
>2
De93ar /lla0e /n Man-9/ Talu1a +, GuAarat.
>>
T+-a /lla0e /n Mun-ra Talu1a +, GuAarat.
>4
M+t/ ;2a-a/ /lla0e /n Man-9/ Talu1a +, GuAarat.
>E
!at2a-a /lla0e /n Man-9/ Talu1a +, GuAarat.
>=
AMUL SHA!TI ID"ASHREE A#ARD$
Amul *tarte- t+ 0/9e t2e a>ar- namel4 MAmul S2a1t/
/-4a*2ree A>ar-% t+ .la** +, ten t+3er* +, *.2++l.

Thi/ i/ an attempt to include the 5chool 5egment a/ part o" our
Amul *ood *e/tial+ 1uring 0;;>(;4% .e hae in/tituted an Amul 5ha)ti
Aidya 5hree A.ard% to be gien to the Cla// 1; topper o" /chool/+
>3
Our mi//ion i/ to create a /trong a//ociation o" Amul 5ha)ti .ith Academic
per"ormance at the /chool leel+
The Ob'ectie i/ to initiate and in/titutionali$e an a.ard in
order to recogni$e the academic e""ort o" the Cla// 1; /chool topper in the
5tate? Central :oard+
E@am/nat/+n*.
T2e a>ar- .+m3r/*e +,:-
Trophy
Certi"icate
A Ca/h A.ard o" R/+>;;?(
Term* an- C+n-/t/+n*:-
Application "or A.ard/ mu/t be made by the Principal o" the /chool+
To be eligible "or the Amul 5ha)ti Aidya/hree A.ard the /tudent mu/t
hae pa//ed 5td+1; in the academic year 0;;>(;4 at the 5tate or
Central :oard E#amination/ in any medium and mu/t hae /core/
highe/t aggregate mar)/ in the /chool+
The Application *orm along .ith an atte/ted copy o" the /tudentH/
mar)(/heet and pa//port /i$e photograph i/ to be /ent .ith a coering
letter on the /chool/ letter(head+ The coering letter mu/t al/o contain
a brie" .rite(up o" the /chool+ Application "or the A.ard i/ al/o
aailable in the Time/ o" !ndia% Time/ Li"e 5upplement% dated
03thMay% 0;;4+
Entrie/ to reach 5hri :R Mallic)% Manager ,M)tg+-% &CMM* Ltd+% PO
:o# No+1;% Anand C== ;;1% &u'arat by C;th June% 0;;4
*rom the entrie/ receied% /tudent/ /coring the highe/t
aggregate mar)/ .ill be /elected "or the A.ard/+
4;
AMUL RELATES ITSELF TO SOCIAL ISSUES
!t all began in 134E .hen the hoarding placed in Mumbai .hen
the daughter o" Mr/+ 5heela mane dra./ the attention o" the neighbour/ it .a/
our "aorite/ topic o" di/cu//ion "or the ne#t one .ee)S Eery.here .e .ent
/omeho. or the other the campaign al.ay/ /eemed to crop up in our
coner/ation+ *or C; odd year/ the Utterly :utterly girl ha/ managed to )eep
her "an "ollo.ing intact+ and ad/ are entered the Guinness Book of World
Records "or being the longe/t running campaign eer+ The ultimate
compliment to the butter came .hen a :riti/h company launched a butter and
called it Utterly :utterly% la/t year+
!n 1344% .hen 5yle/ter 1a Cunha% then the managing director
o" the aderti/ing agency% A5P% clinched the account "or Amul butter+ The
butter% .hich had been launched in 132>% had a /taid% boring image% primarily
becau/e the earlier aderti/ing agency .hich .a/ in charge o" the account
pre"erred to /tic) to routine% corporate ad/+ !ndia loo)ed "or.ard to Amul7/
eocatie humour+ !" the Na#alite moement .a/ the happening thing in
Calcutta% Amul .ould be up there on the hoarding/ /aying% B:read .ithout
Amul :utter% cholbe na cholbe na ,.on7t do% .on7t do-+ !" there .a/ an !ndian
Airline/ /tri)e Amul .ould be there again /aying% !ndian Airline/ 8on7t *ly
8ithout Amul+There are /torie/ about the butter that people li)e to relate oer
cup/ o" tea+ B*or oer 1; year/ ! hae been collecting Amul ad/+ ! e/pecially
li)e the ad/ on the bac)/ o" the butter pac)et/% B/ay/ one o" the regular
cu/tomer/ and .ith the/e ad/ hae made an album o" them to amu/e her
41
grandchildren+ 5he relate/ the are almo/t part o" our culture+ The/e ad/ a.are
o" .hat i/ happening around them a/ it al.ay/ relate/ to the /ocial i//ue/ +
*rom the 5i#tie/ to the Ninetie/% the Amul ad/ hae come a
long .ay+ 8hile mo/t people agree that the Amul ad/ .ere at their pea) in the
eightie/ they /till maintain that the Amul ad/ continue to tea/e a laughter out
o" them+
40
Name o" the Per/on G Mr+ Anand Mehta
1e/ignation G :u/ine// Relation/hip Manager
Ahmehdabad+
Addre// G >(3(11;E% Anand To.er/% :a/heerbagh
Road% Ahmehdabad
Addre// G >(3(11;E% Anand To.er/% :a/heerbagh
Road% Ahmehdabad
INTERIE#
1- 8hom do you con/ider a leading role o" your .hole organi$ationQ
Our employee/+ :ecau/e .ithout .or) "orce bu/ine// canHt
/urie+ 8e hae .ell 6uali"ied employee/ in the organi$ation they do
hard .or) "or our organi$ation I achiee the ob'ectie i+e+ better
6uality o" dairy product in rea/onable co/t to the cu/tomer+
4C
0- &ie the in"ormation about mar)eting and /ale/ promotion o" Amul
product/+ ,!" po//ible /tate the /trategy relating to mar)eting and /ale/
promotion o" Amul product+- aderti/ement
! am happy to /ay the e#i/tence o" our Amul baby "or Amul
butter i/ ery popular I ery .ell )no.n to cu/tomer+ !t ery u/e"ul
"or Amul Company to capture the more and more mar)et+ Een no.
.e are continuing thi/ aderti/ement becau/e thi/ aderti/ement create
brand image in mind o" the cu/tomer+ 8e al/o ta)e help o" di""erent
aderti/ement agencie/ "or aderti/ing our di""erent product/+ A/ per
re/earch conducted by our re/earcher .e ma)e the aderti/ement ery
e""ectie and create mar)et "or the product/+

C- @o. do maintain your 6ualityQ
8e are ma)ing or producing con/umer eatable/ product+ 5o .e
hae to ta)e many precaution/ .hile producing the product+ 5o .e are
made compul/ion to be ma)er or the .or)er/ .ho are ma)ing the
product "or .earing the hand gloe/ .hile ma)ing the product+ And
a"ter the production o" the product/ thi/ all product are goe/ in to
6uality in/pection dept+ "or 6uality in/pection and then /end it to tho/e
product/ in the mar)et+
2- 8ho are your competitor/Q
1uring the initial /tage/ o" the Amul the Amul company i/
one o" the companie/ .ho produced the mil) product+ :ut no. .e
hae many competitor/ in thi/ particular /egment li)e ne/tle% Cadbury
42
etc but "rom that ne/tle i/ one o" po.er"ul competitor/ o" the company
becau/e no. ne/tle act/ not only in the chocolate /egment but al/o
hae entered in mil) and other /egment+ And todayH/ competitorH/
.orld/ i" .e /tand in the mar)et then Amul hae to proe better than
not only than ne/tle but al/o any other company in the mar)et+
>- 8hat are the precaution/ or the /a"ety mea/ure/ underta)en by youQ
Our company produce/ many item/ o" mil)+ !t re6uire/ many
proce//e/ and it al/o re6uire/ di""erent type/ o" machinery+ Any
accident can be po//ible at any time+ 5o .e proide the nece//ary
in"ormation about machinery i+e+ ho. to handle the particular machine
etc+ to our ne. a/ .ell a/ old .or)er/ about ne. change/% technology
and techni6ue/ aailable in the "actory+ 5o that .or)er/ can handle the
machine properly and that preent the accident+
4- 8hat i/ the /election procedure "or the employee/Q
Amul ha/ corporate o""ice/ and dept in the /tate li)e &u'arat
etc+ /o .e re6uired di""erent type/% di""erent "ield o" employee/+ A"ter
many interie./ the eligible per/on appointed in the amul+ A"ter the
appointment .e are giing o"" 'ob training and al/o on the 'ob training
related to the 'ob to the per/on .ho are ne.ly appointed+ A"ter giing
and haing all potential to that particular per/on% the per/on /elected
"or particular 'ob+
E- 8hat /tep/ are inoled by you in order to motiate your employee/Q
8e hae /een the per"ormance/ o" the employee/ i" the
per"ormance i/ good then .e are giing non monetary a/ .ell a/
monetary bene"it/ and other "acilitie/ to the employee/+ And motiate
4>
and retain the employee/+ !" per"ormance o" the employee/ i/ not good
due to /ome problem or rea/on/ then .e di/cu// that particular
problem .ith are employee/ and tac)le the problem+ 5o good and
"aith"ul relation/hip i/ been maintained .ith the employee/+ 1ue to
that employee/ thin) about the management in po/itie .ay+ 5o
employee/ .or)/ "reely in the organi$ation and automatically e""icient
.or) i/ carried out+ 8e proide them bonu/ or ariou/ incentie/+
=- 1o you conduct any training and deelopment /e//ion/ "or your
employee/Q
De/% .e al.ay/ conduct training program "or our employee/+ !"
any ne. recruitment i/ done or any ne. change/% ne. technology i/
introduced in the mar)et then it i/ ery important to introduce hi/
innoation in the organi$ation+ Through training program .e introduce
ne. change/ in organi$ation+ 8e al/o conduct the deelopment
/e//ion "or employee/ but it i/ not in large e#tent+
3- @ae you eer "aced the problem o" labor turnoerQ @o. e""iciently
do you tac)le themQ
No till no. .e are not "aced the problem o" labor turnoer
becau/e .e donHt con/ider the .or)er/ a/ labourer/ but the o.ner/ o"
the organi$ation/+ !n mo/t o" ca/e/ employee/ leae the 'ob/ but .e
)no. the importance o" the people /o that .e al.ay/ try to retained
are employee by .ay maintaining good relation/hip .ith employee/%
motiation% training program+
1;- 1id you hae to ma)e any /pecial e""ort/ to ma)e a /eparate identity in
the corporate .orldQ
Thi/ an/.er may be ye/ or no becau/e ! donHt thin) /o% to
maintain good 6uality o" product/ re6uire/ /pecial e""ort/+ :ut .e try
44
to proide better type I 6uality o" product/ and /erice/ to the
cu/tomer+ Amul al.ay/ try to ma)e better 6uality o" product/+ Amul
al/o try to proide the .ide ariety o" product/ to the cu/tomer+ 5o that
Amul .ill be one o" the big and topmo/t company in the .orld to
proide better 6uality o" ariety o" dairy and other con/umer eatable/+
11- 8hy donHt you choo/e any R:RAN1 AM:A55A1ORF "or your
productQ
:ecau/e )etter Nual/t4 +, -a/r4 3r+-u.t i/ one o" the brand
amba//ador o" the amul company+ 5o .e donHt re6uire any type o"
brand amba//ador "or amul+ 8e thin) that tho/e .ho are u/e or
appoint brand amba//ador "or particular product becau/e the co and it/
product i/ may or may not be .ell )no.n in the mar)et+ 5o that they
/ho. their product through the amba//ador+ :ut cu/tomer )no./ the
companyH/ product "rom la/t many year/ only becau/e o" 6uality+ 5o
a/ per our opinion on brand amba//ador i/ better 6uality o" product/ it
i/ the only brand amba//ador "or amul company+
10- @ae you eer entered tele( mar)etingQ
Till no. .e are not entered in the tele mar)eting+ :ecau/e till
no. Amul not re6uired to mar)et their product though tele mar)eting+
8e are mar)et our product through print media li)e ne./ paper%
maga$ine etc and al/o through audio(i/ual media li)e T+A+
aderti/ement+
1C- @o. do you tac)le the complaint/ "aced by your cu/tomer/Q
!" any complaint/ receied by the Amul% amul chec) out "rom
.hich area complaint/ i/ to came+ 8hateer de"ect/ or e#pectation/
4E
made by the cu/tomer/ the in/pection and problem /oling re/earch
/tudy i/ to be underta)en+ And then the nece//ary change/%
modi"ication are to be done a/ per the re6uirement o" the cu/tomer+
12- @ae you eer entered in /ocial .or)Q
De/% .e are entered in the /ocial .or) but not on large/t e#tent+
Amul relie" tru/t i/ e/tabli/hed by the Amul Company under the
chairman/hip o" 1r+ A+ 9urien+ Through thi/ relie" tru/t the /ocial
.or) i/ to be underta)en+ The earth6ua)e occurred in 0;;1 the Amul
relie" tru/t gie/ the R/+>; million "or the recon/truction o" the /chool
building/+ 8e are al/o underta)ing the other actiitie/ li)e tree
plantation etc+
1>- 8hat are your "uture pro/pect/Q
Amul co .ant/ to ma)e the Amul i/ one o" the leading and
topmo/t company or brand in the .orld to produce .ide ariety dairy
product/ and other con/umer/ eatable/ in better 6uality+
4=
CONCLUSION
Amul plan/ to be a leader in "ood bu/ine//+ Thi/ C2>= crore co(
operatie i/ planning to "oray in re/taurant/% ready(to(eat currie/ etc+ it al/o
plan/ to launch ready to drin) co""ee and tea+ The plan o" thi/ co(operatie i/
to ma)e Amul% !ndiaH/ be/t )no.n "ood brand and al/o to garner a /i$able
mar)etplace in C; countrie/ .herein it/ product/ are e#ported to+ The brand
/hould not be )no.n in mil)% butter I chee/e but a/ a "ood brand+ !t/
numerical target% a turnoer in e#ce// o" R/+ 1;;;; crore by 0;;4+
!n .ord/ o" 1r% erghe/e 9urien% chairman ,&CMM*-+ Amul
i/ a brand that i/ tru/t.orthy o" 1;;; million !ndian/+ 8hy /hould it be /een
only a/ a brand label "or butterQ @ope% it/ competitor/ are li/teningS
43
REFERENCES

;I;LIOGRAPH"
;++1*:
:u/ine// &uruH/
The 5tory o" A+ 9urien+
Co(operatie Management( 9ale I Ahmad+
#e)*/te*:
...+amul+com
...+google+com
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AMUL THE TASTE OF INDIA

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