Project Report

CHANGES SEEN IN THE ADVERTISING AND PACKAGING

OF AMUL WITH REGARD TO THE OCCASION
 INTRODUCTION
Amul is an Indian dairy cooperative society, based at Anand in the Indian 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 36 lakhSs (3.6 million) milk producers in
Gujarat, and the apex body of 13 District Milk Unions, spread across 13,000
villages of Gujarat. Amul spurred India's White Revolution, which made the
country the world's largest producer of milk and milk products.

The Taste of India, a brand so distinctively Indian has been a part of our lives for
nearly five decades now and still is able to touch a chord in our hearts. As a brand
AMUL has grown from being merely a differentiating factor to protect the
interests of producers and consumers. AMUL inspired ‘Operation Flood’ and
heralded the ‘White Revolution’ in India. It began with two village cooperatives
and 250 liters of milk per day, nothing but ooze compared to the flood it has
become today. AMUL distributes over a million liters of milk per day, it also
collects and processes various milk products, during the peak, on behalf of more
than a thousand village individually owned by half a million farmer members.
AMUL too has become a symbol of the aspirations of millions of farmers.
AMUL sprung from the seeds sown in the black soil of CHAROTAR, an area in
the KAIRA district of Gujarat, as a cooperative movement to empower the milk
producers. At that time POLSON Dairy was the biggest buyer of the milk being
produced in KAIRA. Polson was built on the basis of providing superior quality
products to up-market consumers. However Polson’s products were not the
reason that led to the rise of AMUL, it was its exploitative practices that started
the cooperative revolution. For several years the KAIRA cooperative supplied
milk and allied products without a formal distribution network leave alone a
brand name. The name Amul was most probably suggested by a quality control
expert in Anand. It was derived from ”Amulya”, which in Sanskrit, Gujarati and
many other Indian languages, means priceless, and implies matchless excellence.
The name was short, memorable and easily pronounced. It could also serve as an
acronym for the organization – the unusable KDCMPUL (Kaira District
Cooperative Milk Producer’s Union Limited) taken from Kaira Cooperative’s full
name, could be substituted by AMUL, standing for Anand Milk Union Limited.
Even though AMUL products have been in use in millions of homes since 1946,
the brand AMUL was registered only in 1957.

As AMUL is recognised as the country’s largest milk producing cooperative it

has tied up with global supermarket chain WALMART to sell its range of dairy
products and have also tied up with Glaxo over the production of baby food in
India. Amul added sweet buttermilk powder, a second brand of baby food and a
high protein weaning food. It also sells its products to Nepal. Now India is looking
to capture neighbourhood markets like Pakistan, Bangladesh etc. These countries
import over 50,000 tonnes of milk each annually & Sri Lanka is flooded with an
Indonesian brand, which is said to be of an inferior quality and also costs less.
These countries import tonnes of milk every year. AMUL’S Indian desserts are
very well liked in countries like Singapore and Malaysia. Amul has list of
products marketed to various countries few of its products are Amul butter, Amul
cooking butter, Amul cheese spread, Amul pizza cheese, Amul shrikhand, Amul
fresh cream, Amul fat milk, Amul pure ghee, Amulya dairy whitener, Sagar Tea
and Coffee whitener, Amul butter milk, Amul ice creams like cassata, cool candy
and frostik, Amul milk chocolate and Amul Eclairs. Amul has started preparing
and selling pizza slices that prominently feature generous portions of Amul
cheese. Amul’s pizza slices are being sold through super markets and large
departmental stores that have snack counters

AMUL is considered as India’s best known local Brand across all categories.
Indians prefer Dairy Ice cream rather than frozen desserts and Amul has a wide
range in the dairy ice cream segment, 35% market share in the national Ice Cream
market. Amul is biggest sourcing base for milk products in India, people are more
comfortable buying products in the Value for Money segment and Amul is well
present in this division. Amul has built up a terrifying image as a brand in which
generations of customers have placed their trust, coming to pricing strategy Amul
is the price warrior and currently has a very wide range of products to offer for
all price points. Amul is recognized for well established distribution and delivery
network for dairy products. AMUL’S success led to the creation of similar
structures of milk producers in other districts of Gujarat. They drew on AMUL’S
experience in project planning and finishing. This patter was not only followed
in KAIRA district but also in Baroda and Surat district.

In these districts, they experienced and found easy and effortless ways to adapt
Amul’s game plan to their respective areas. This led to the Creation of the
National Dairy Development Board with the clear mandate of replicating the
‘Anand pattern’ in other parts of the country. Initially the pattern was followed
for the dairy sector but at a later stage oilseeds, fruit and vegetables, salt, and tree
sectors also benefited from it’s success. Gujarat Cooperative Milk Marketing
Federation (GCMMF) is India’s largest food products marketing organization.
Amul is state level apex body of milk cooperatives in

Gujarat which aims to provide remunerative returns to the farmers and serves the
interest of consumers by providing quality products. It has been awarded a
“Trading House” status & has received the APEDA Award from Government of
India for Excellence in Dairy Product Exports for the last 8 years. Amul is in a
position to manage these assets to effectively command the market leader’s
position in the emerging fresh dairy products market because of its milk
processing capacity. Amul has always been a model to which other cooperatives
have looked up as an example and inspiration as well as one from which many
have benefited.

Success in Distribution: The major development on the distribution front was

the development and alignment of four distribution highways-those of Fresh
Products, Chilled Products, Frozen Products and Ambient Products. This is a
significant achievement because it allows them to develop synergies among all
product lines and to leverage these highways to introduce and distribute new
products as per market demand. No other organization in India has been able to
develop this kind of channel synergy so far.
Vision

Amul ‟s vision is to provide more and more satisfaction to the farmers, employees
and distributers

Mission

GCMMF (Gujarat Co-operative Milk Marketing Federation) endeavor to satisfy

the taste and nutritional requirements of the customers of the world, through
excellence in marketing by the committed team. Through co-operative
networking, we are committed to offering quality products that provide best value
for money.”
 AMUL WORKING ON PACK DESIGNS

✔ To change the dull and conservative image associated with Amul products
has to be rubbed off the minds of the youth. As a strategy, we have decided to
communicate with the new generation more aggressively than ever before,"
says RS Sohi, managing director of the Gujarat Co-operative Milk Marketing
Federation, which owns Amul.
✔ The well-known mascot of Amul - ' Amul Girl' is a cartoon of a young
Indian girl dressed in a polka-dotted dress with blue hair and a half pony tied
up. The Amul Girl's first advertisement portrayed the Amul product - Amul
Butter as 'Utterly Butterfly Delicious' and the picture is consistent even on the
new packaging as this was a total hit!
✔ Amul will upgrade its present processing and packaging facility by
adopting Tetra Pak's new generation high speed lines to meet the rising
demand of Ultra-High Temperature (UHT) milk.
✔ To attract younger generations especially kids, Amul adopts fun and
creative packaging including cartoon characters.
✔ We are ramping up our processing capacity and have secured our
requirement for the next three years with Tetra Pak's advanced high-speed
lines," Amul Managing Director R S Sodhi said in a statement.
✔ The high-speed lines from Tetra Pak, the world's leading aseptic processing
and packaging solutions provider will enable Amul to meet growing consumer
demand for UHT milk, the statement added.
✔ Not only this, Amul has adopted the strategy of changing its packaging
according to location i.e. in rural areas small packaging is usually preferred as
compared to in urban areas people have a tendency of buying in bulk.
 AMUL WORKING ON ADVERTISEMENT

In order to cope up with the changing environment and consumer preferences,

companies have to keep changing their advertisements so that the company
remains in the market and it's the first non-verbal interaction between the
company and its customer.

Recently we can see that the amul had changed its advertisements with respect to
the tokyo paralympics and olympics 2020. As far as its concerned with the change
in advertisement, the organisation came up with the advertisement of medal
winners.

In this advertisement we can see that the amul had used the character of Antil as
he won the gold medal in the tokyo paralympics 2020. This will not only help the
company to attract the customers but it also helps them to target the younger
generation and promote the value of sports in life. Here it is also trying to say
that no matter what our situation is, we should come back stronger. We can
say that the Amul keeps on changing its advertisement with the change in
occasion.

Apart from this, during lockdown when Amul came to know that the doordarshan
is going to play mythological stories like Ramayana and Mahabharta then they
decided to come up with the old advertisement. This created the feeling of
nostalgia among the society and helped them to attract more customers whereas
other companies were struggling at that time.

Amul Changing Its Advertisement During Festive Season

Amul keeps on changing its advertisement during the festive season. We can
see in its recent advertisement of Raksha Bandhan.

This advertisement not only gives us wishes of Raksha Bandhan from Amul
company but it also shows the notorious and sweet relationship between brother
and sister.
 MOTIVATIONAL PROCESS

1. The products of Amul gives a sense of Physiological Needs (Milk) as

milk is the basic necessity whether used in tea, coffee, corn flakes or for
children & adults in breakfast. Milk is not used only in India but all over
the world. So, from a new born child to an adult, everyone needs it.
2. Situational Arousal may occur when an individual want to indulge in
sports in his career but is in two minds or he may not be excelling. Then
he might have seen ads of athletes winning medals in Tokyo 2020
Olympics and Paralympics in Amul advertisement in newspaper or a
digital platform which may boost him to work hard so that one day his
name is also used for advertisement by Amul. When Neeraj Chopra won
the gold medal in Tokyo 2020, there were many people who shifted
their focus from Cricket to Olympics and specially Javelin Throw and
wanted their kids to focus on Sports.
3. The advertisement by Amul during festival seasons gives customers a
sense of Cognitive Arousal because people not only celebrate the
Raksha Bandhan with full enthusiasm but also buy the gift
(Chocolates).
 CONCLUSION
As we all are well aware Amul is an Indian dairy managed by cooperative society,
in Gujarat and today are spread across 13,000 villages of Gujarat. Amul
encouraged India’s White Revolution, which made the country the world’s largest
producer of milk and milk products. Its products are Amul pizza cheese, Amul
fresh cream, Amul pure ghee etc.
Now they are looking forward to capture neighbourhood markets like Pakistan,
Bangladesh etc. Amul’s Indian desserts are extremely liked in countries like
Singapore and Malaysia.
In order to attract consumer’s and their preferences they keep on changing their
advertisements on different occasions. Recently we can see that Amul had
changed its advertisement with respect to the Tokyo Paralympics and Olympics
2020. This organisation came up with the advertisement of medal winners. In
one of his advertisement Amul had used the picture of the winner of Tokyo
Paralympics 2020, so by doing this, it will not only attract the customer’s but also
help target younger generation and promote the value of sports in life. Through
this, they mean to say is “No matter what our situation is, one should always come
back stronger”.
The Managing Director of Gujarat Co-operative Milk, Mr. RS Sohi said, to
change the dull and conservative image associated with Amul products has to be
rubbed off the minds of the youth.
They have varieties of packaging pattern as per their requisite to attract customer,
like to attract younger generations especially kids they adopt fun and creative
packaging including cartoon character.
As the products of Amul gives us a sense of Physiological needs, as milk is the
basic necessity whether to be uses in Tea, coffee, Corn flakes for children etc.
Milk is consumed worldwide.
Situational arousal occurs when an individual wants to indulge in sports or
physical activity.