Formed in 1946, is a dairy cooperative movement in India.
A brand name managed by Gujarat Co-operative Milk
Jointly owned by 2.79 million milk producers in Gujarat
Spurred the White Revolution of India, which has made India
the largest producer of milk and milk products in the world.
Overseas markets - Mauritius, UAE, USA, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South African countries
Fresh plans of flooding the markets of Japan & Sri Lanka.
Dr Verghese Kurien, former chairman of the GCMMF -the man behind the
success of Amul.
Has a 15% market share in the Rs 15,000 crore milk category, and a 37%
share in the Rs 900 crore organized ice-cream segment.
7. BUSINESS MODEL
Amul followed a unique business model. "Anand
pattern" cooperative system
Every day Amul collects 8.4 million liters of milk from
2.79 million farmers (many illiterate), converts the
milk into branded, packaged products, and delivers
goods to over 500,000 retail outlets across the
8. AMUL GROWTH
Sales Turnover Of 1505 million US dollar in 2008-2009
Sales US $ (in million)
Sales US $ (in million)
9. THE MARKETING MIX
• Dairy Products
• Cooking Products
• Low Pricing
• Rural & Urban Market
• International Market
10. Intelligent Marketing
One of the most conservative FMCG
entities, GCMMF spends a mere 1% of its
turnover on promotions.
GCMMF has written and re-written rules of
Amul butter girl is one of the longest
running ad campaigns in the country for 41
Intelligent marketing of milk, icecream and
11. EXPANSION TO FOREIGN
GCMMF had signed an agreement with Wal-Mart to stock its
shelves with products under its Amul brand name. Amul
processed cheese, pure ghee, Shrikhand, Nutramul, Amul's
Mithaee Gulab Jamuns are few of the products marketed in the
50 per cent of Americans being medically obese, and if Amul is
really looking to capture the hearts of the second- and third-generation
Indians, offering low-fat versions of its brands, would
make a lot of commercial sense.
Hence targeting the large Indian community in the US markets
with its niche products like mithai, packaged ready to eat foods
market it can definitely expand its market to a large extent.
12. Defense Strategy
Moving consumers from loose milk to
packaged milk and gradually move them up the
value chain (tetra pack to beverages)
Being exposed to a brand, it is natural for a
customer to try more products
Wide range of product categories caters to
consumers across all market segments.
For example, Amul Kool is targeted at
children, while teenagers prefer Kool Café,
as it has a cool imagery associated with it.
Changing retail environment
Striking out on its own, with Amul Outlets or
parlours to deliver consumers total brand
Launched in 2002, there are now over 4700
Amul parlours across the country, which
contributed 3% to the brand’s total turnover in
Given this wide product portfolio, Amul’s
approach is to promote its brands in a rotational
cycle of two to three years.
After ice-creams were launched in 1996, the
category was re-visited in 1999, in order to
improve availability of the product and make it
The focus shifted to cheese in 2001, Amul Masti
Chaas in 2004-05 (sales of Masti dahi grew by
25%), Nutramul and Kool Kafe in 2006 and this
year the focus is on Amul Koko — cold
Uses a variety of media to communicate
Most famous is billboard campaign
The endearing polka dressed girl and pun at
various issues increased brand’s fan following.
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 contest invites people to
come up with recipes using as many Amul
products as possible. The recipe can be
submitted on Amul’s website.
Slogan Likho Disneyland Dekho Contest
Amul Maharani contest: in this contest
questions about Amul are asked
AMUL sponsored the Singing Competition
AMUL Star Voice of India, Amul music ka
20. SUCCESSFUL PRODUCT STRATEGY:
1. Product Positioning Strategy-
Low price Amul Ice - Creams made Kwality
walls life hell.
Chocolate milk was launched ‘Amul Kool koko’
2. Product Re-Positioning Strategy-
Jaldhara – Narmada Neer
21. SUCCESSFUL PRODUCT STRATEGY:
3. Product Overlap Strategy –
Amul Processed Cheese Vs Cheese Spread
Nutramul Energy Drink Vs Amul Kool
4. Product Design Strategy –
Use of Utterly – Butterly Girl since 1967
5. Product Elimination –
Eliminated Jaldhara – bottled water
Dairy Whitener Segment
Nirulas Frozen pizza
Ultra High Treated Milk
Amul has risen from Indian soil and it remains
Indian in every sense.
There is ample scope in the low priced
segment as also in other categories.
There are a significant number of retailers who
are currently stocking more than two brands.
Amul has the opportunity to capture the more
evolved young adults and children who are
open to new products provided they meet their