Name of the Student: Arunim Mehrotra

Registration Number: 11707621

Roll Number: A19

Section: Q4E26

Subject Code: MKT351

Name of the Subject: Fundamentals of Promotion Management

Name of the Faculty: Adarsh Kumar Jha

 About the Company

AMUL

 Type Cooperative society

Dairy/fast-moving
 Industry consumer good
(FMCG)
 Founded 1946; 74 years ago
 Founder Tribhuvandas Patel
 Headquarters Anand, Gujarat, India
 Area served Worldwide
Rupinder Singh Sodhi
 Key people
(Managing Director)
₹38,000 crore
 Revenue (US$5.3 billion) (2018-
19 )
752 (Marketing Arm)
 Number of
3.6 million (Milk
employees
producing members)

Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat.
Formed in 1946, it is a cooperative brand managed by a cooperative body, the Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6
million milk producers in Gujarat.

Amul spurred India's White Revolution, which made the country the world's largest producer of
milk and milk products.

Amul was spearheaded by Tribhuvandas Patel under the guidance of Sardar Vallabhbhai Patel.
As a result, Kaira District Milk Union Limited was born in 1946. Tribhuvandas became the
founding chairman of the organization and led it until his death. He hired Dr. Verghese Kurien in
1949. He convinced Dr. Kurien to stay and help with the mission.

Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with
the success of Amul's marketing. Amul has ventured into markets overseas.

Sales Promotion
Amul girl refers to the advertising mascot used by Amul, an Indian dairy brand for their sales
promotion. The Amul girl is a hand-drawn cartoon of a young Indian girl dressed in a polka
dotted frock with blue hair and a half pony tied up. The Amul girl advertising have often been
described as one of the best Indian Advertising concepts because of their humour.

 Origin

The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The
idea was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the
brand portfolio from the previous agency FCB Ulka. It was executed by Mr. Sylvester Da
Cunha, the owner of the agency and his art director Eustace Fernandez on hoardings,
painted bus panels and posters in Mumbai. The mascot, since then, has been mobilized to
comment on many events of national and political importance like the Emergency in
India in 1976.

 Development
 Cosplay of the Amul Girl at the Mumbai Film and Comic Con 2014.

In 1966, Amul decided to give their account to the advertising agency called Advertising and
Sales Promotion (ASP) to work on their ad campaign. Sylvester da Cunha, the then managing
director of the agency and Eustace Fernandez, art director decided to create something that
would grab the attention of every housewife in the country. Dr Verghese Kurien, then chairman
of the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) suggested a mischievous
little girl as a mascot with two requirements. It had to be easy to draw and memorable as most of
the advertising would be outdoor media which required hand painting in those days and the
hoardings had to be changed frequently.

 Olympics

Amul was seen to come up with an association with Cricket World Cup and Formula-One
Racing. Amul was the official sponsor of the Indian team for dairy products for the 2012
Olympic Games.
Over here we would be comparing Amul & Mother Dairy, as we all know both Amul and
Mother Dairy has a very tight grip in Indian market. So here are some techniques which Amul
and Mother Dairy is using for their sales promotion and manufacturing their products.

 Amul is a co-operative which collects milk only from farmers while Mother Dairy is a
company which collects milk from farmers as well as from other aggregators.

 Though Mother Dairy follows stringent norms in milk procurement from aggregators but
it's no match of milk quality with farmer level collection done by Amul.

 But Mother Dairy model do have some merits. In a country which is highest milk
producer in world but still has very low per capita consumption, there is lot of work to be
done.

 Amul can't collect milk from aggregators owing to their own policies and co-operative
structure. This doesn't give them the advantage of private aggregators efficiencies and
cost reduction in collection. So Mother Dairy can leverage this and also scale fast. Which
helps both producers and consumers.
 Objectives of Amul

The objective of Amul, the dairy cooperative in India, is to spur the White Revolution in
the country and make India the largest producer of milk and milk products in the world.
The cooperative is shared between over 2.8 million dairy producers and the three-tier
Amul Model has increased India's milk production on an incredible scale.

 Expansion of distribution network, creative marketing, consumer education and

product innovation, we will leverage effectively on rising income levels and
growing affluence among Indian consumers.

 Tapping the rising demand for new value added products.

 Milk shed area will increase to 231 lakh kg per day (23.1 million kg per day), at
an annual growth rate of 4%.

 Installing Bulk Milk Chillers and Automatic Milk Collection Systems in all our
village cooperative societies.’

 Collect as much 195 lakh kg per day (19.5 million kg per day) of milk in the peak
flush season.

 Satellite dairies with combined processing and liquid milk packaging capacity of
50 LKPD will be established in major metro market.

 We plan to double to processing capacity of our dairy plants to 20.7 million kg

per day, by 2020.

 Milk drying capacity will also be enhanced by 200 MT’s per day.

 Plan to expand our cattle feed manufacturing capacity more than four times to
12,000 MT’s per day, by 2020.
  Total investments envisaged for creating all the required infrastructure would be
Rs. 2,600 crores (Rs. 26 billion) till the year 2020.

Message Content

Amul becomes the unanimous voice of the nation in this classic commercial. From Amul butter
to Amul ice-creams to Amul chocolates; known for its national integration campaigns, Amul gets
thumbs up for this attempt.
Amul is known for its different advertisements and Ad Jingles based on the current situation of
the nation and also promoting the activities happening into the nation. Like the above image is
mentioning about the Pulwama Attack which took the lives of many soldiers of India.
New jingle for the sales promotion will be Amul- The Preference of India which means most
of the people of India are preferring Amul because of its brand name and brand loyalty. It is also
choice of the people because of its different Ad Jingles. It is one of the most trusted brand of
India because of its originality and commendable products.

Creativity of Execution

 For the execution of plan company can set up its more and more plants where production
can be done with new techniques and technologies. More use of raw materials can be
taken and they can also recycle their products which never came in use.
 The company can recruit more and more young bloods so that they can keep a
experienced and a young blood at the same position so that they can get more and more
fresh ideas with experienced way.
 The company can invite some of its consumers to visit their production unit or plant so
that they will get to know that the product which they are consuming is made up from the
pasteurized way and with the ethical way
 After all this company can regularly share the videos of its different products how they
are made in the lab on different social media platforms this will also help in acquiring the
trust of the customers and this will also be the newest technique to follow up in the
market.
 The company can shoot a advertisement in which it can take the review of its consumers
whether they are satisfied from their products or not or how their product is better than
any other company.
 Use of peripheral cues or stimuli

 As we all know due to high competition in dairy industry, it has became very hard to
attain customer trust so to attain customer trust the company can share the videos of
product how it’s made or tested in the lab it becomes easy for the company to attain
customer trust.
 People are going vegan because of the harassment done on the animals so the company
can come up with some new ideas to serve the vegan people.
 Consumers are very much aware about the things which are good for them or bad for
them so use of natural products during the production will be the beneficial for the
company and the consumers
 During this hard time of COVID-19 the company can take the initiative with the
government to distribute free food packets to remove the hunger from which the people
are suffering. This can present the good image of the company in front of the people.