Durga Prasad

Rahul Sharma
Richa Sharma
Sudeep D’Souza
Sushmita Banerjee
Vidyath V
The Beginning

The Brand Amul was formally registered in December 14th, 1946. I comes from the
Sanskrit word Amulya which means priceless.

Amul was started by Dr. Verghese Kurien and is a movement of the dairy co-operative
in India. The co-operative was set up to help the farmers market and sell the milk
themselves and prevent the middlemen from skimming of the profits.

Amul spearheaded this White revolution

The management of the brand is done by the Gujarat Co- operative Milk Marketing
Federation Ltd (GCMMF) which is a cooperative organization. 
Brand Values

• Commitment to Quality
• Value for money
• The generation of awareness
• The fostering of loyalty
The First Advertising Strategy
1966 sees the creation of the Amul girl by Sylvester daCunha of the ASP Advertising
agency as a rival to the Polson .

In 1967 the first hoarding was put up in Mumbai with the Amul girl.

The tag line of “Utterly Butterly Delicious” came out in October of 1967.

The first Topical ad came out in 1969 at the beginning of the Hare Rama Hare Krishna
movement.

Amul focused primarily on its milk, butter and cheese products with a main branding
strategy of Quality to promote milk as a commodity.
Brand AMUL – in 80s

Mascot Advertising – continued to capture hearts

Umbrella Branding Strategy for its products

Gradually moved customer up the value chain from packaged milk

to tetra packs – launched UHT range in 1983

Rotational Promotional Strategy

Launched Amulya – Dairy Whitener

Brand AMUL – in 90s

The Challenges in 90's

Consumer Demand to widen the product range

Globalisation : Dedicated brand building campaign in international markets

Amul’s Response to challenges

Launched Amul Ice Cream 1996 with the tag ‘Real Milk. Real Ice Cream’

Given that it is a milk company and the tagline indicating wholesomeness of its
products gave it a competitive advantage

Entered Mithai segment – launched shrikhand, gulabjamun,

instant mithai mix, condensed milk

Also launched Malai Paneer and Pizza cheese

Brand AMUL – in 90s

The Taste of India campaign

Brand AMUL – in 90s

Amul promotes itself by sponsoring various movies, and TV shows. For example

In response to globalization, started exporting and setting up

distribution system in USA, Dubai, Singapore
Brand AMUL – in 90s

Brand name of over two million farmers, members of 10,000 village dairy
cooperative societies throughout Gujarat

Empowered village women with employment

On its 50 years completion, somewhere in 96-97, Amul launched this ad to

indicate that they not only touch lives of lakhs of consumers but it is more
than a brand, a Belief to its lakhs of employees
The Years 2000 – 2010

New Brand Strategies

Brand Building Contests

A Period of diversification
Aggressive moves into captured territory

New Ventures

The Pro Biotic Ice cream range

The “Healthy” Ice Cream
Sports Drink – “Stamina”
The Energy + Nutrition product
Amul “Water” – A failure
Amul Calci+ - Growing children, pregnant women and young adults
A Period of diversification

Why diversify ??
As Not entirely demand driven.
Problem of plenty ...

Foray into the following – Brand Repositioning

The main message - Health Based Products …
• Working its “masti” on India …
• The Kool Range …
• The Bakery Segment – “The Amul Breakfast”
• Other Generic Products – Cheese, Paneer, Condensed Milk
Aggressive Moves

Challenging Coke and Pepsi

“SHAKTI …”, The Pitch – Natural Vs Artificial

Challenging Cadbury
Occasion Based products –
“Nuts ‘bout u…”
“Kite Bite”
“Amul Rejoice”

Challenging the Premium Ice Cream Brands

Value for Money ..
Impulse Buying (Dollies for kids, teens and couples) to
Sophisticated products (Party Packs etc.)

Brand war with “Nutralite”

Digital Advertising

Amul Cyber Store

Amul in Social Networking

Amul Indulges in Second Life marketing – Advergaming

Amul Parlors
Thank You