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amul branding

amul branding

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Published by Mohammed Yunus
brand image of amul & marketing strategy
brand image of amul & marketing strategy

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Published by: Mohammed Yunus on Apr 14, 2011
Copyright:Attribution Non-commercial

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04/14/2013

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Amul Brand
1
INTRODUCTION
THE TASTE OF INDIA, AMUL
co
mes fr 
o
m the Sanskrit w
o
rd Am
oo
lya,means pri
c
eless. It was suggested by a quality
co
ntr 
o
l expert in Anand and itwas
c
h
o
sen be
c
ause it was a perfe
c
t a
c
o
nym f 
o
Anand Milk UnionLimited
. AMUL was f 
o
rmed under the dairy
coo
perative m
o
vement inIndia
 
in 1946.
Guj
arat Cooperative Milk Marketing Federation (
G
CMMF)
is India'slargest f 
oo
d pr 
o
du
c
ts marketing
o
rganisati
o
n. It is a state level apex b
o
dy
o
f milk 
coo
peratives in Gujarat whi
c
h aims t
o
pr 
o
vide remunerativereturns t
o
the farmers and als
o
serve the interest
o
co
nsumers bypr 
o
viding quality pr 
o
du
c
ts whi
c
h are g
oo
d value f 
o
r m
o
ney. AMUL is thebrand under this
o
rganizati
o
n.Amul is the largest f 
oo
d brand in India and w
o
rld's Largest P
o
u
c
hed Milk Brand with an annual turn
o
ver 
o
f US $1050 milli
o
n (2006-07). CurrentlyAmul has 2.6 milli
o
n pr 
o
du
c
er members with milk 
co
lle
c
ti
o
n average
o
10.16 milli
o
n litres per day. Besides India, Amul has entered
o
verseasmarkets su
c
h as Mauritius, UAE, USA, Bangladesh, Australia, China,Singap
o
re, H
o
ng K 
o
ng and a few S
o
uth Afri
c
an
co
untries. Its bid t
o
enter Japanese market in 1994 had n
o
t su
cc
eeded, but n
o
w it has fresh plans
o
fl
oo
ding the Japanese markets .Other p
o
tential markets being
co
nsideredin
c
lude Sri Lanka.Dr Verghese Kurien, f 
o
rmer 
c
hairman
o
f the GCMMF, is re
co
gnised asthe man behind the su
cc
ess
o
f Amul. On 10 Aug 2006 Parthi G Bhat
o
l,
c
hairman
o
f the Banaskantha Uni
o
n, was ele
c
ted
c
hairman
o
f GCMMF.
 
Amul Brand
2
 
Company History
Amul was set up in 1946 and its full f 
o
rm is Anand Milk- pr 
o
du
c
ers Uni
o
n Ltd.The Brand Amul is a m
o
vement in dairy
coo
perative in India. The management
o
f the brand name is d
o
ne by the Gujarat C
o
-
o
perative Milk MarketingFederati
o
n Ltd (GCMMF) whi
c
h is a
coo
perative
o
rganizati
o
n.
Location
Amul is l
oc
ated in the t
o
wn Anand whi
c
h is in the state
o
f Gujarat and it has setup itself as a m
o
del f 
o
r devel
o
pment in the rural areas. F
o
r Amul Brand hasstarted the Rev
o
luti
o
n White
o
f India whi
c
h has helped t
o
make the
co
untry thebiggest manufa
c
turer 
o
f milk and its by pr 
o
du
c
ts in the wh
o
le w
o
rld. Amul hasar 
o
und 2.6 milli
o
n pr 
o
du
c
er members and the t
o
tal
c
apa
c
ity f 
o
r handling milk isar 
o
und 10.16 milli
o
n liters every day. The brand's
c
apa
c
ity f 
o
r milk drying isar 
o
und 594 Mts. ea
c
h day and its
c
apa
c
ity f 
o
c
attle feed manufa
c
turing is ab
o
ut2640 Mts. ea
c
h day.
Prod
u
ct Portfolio
Amul is the biggest brand in the p
o
u
c
hed milk se
c
t
o
r in the w
o
rld and in India itis the biggest f 
oo
d brand. Amul's range
o
f pr 
o
du
c
ts in
c
ludes milk, ghee, milk p
o
wders,
c
urd, i
c
e
c
ream, paneer,
c
ream,
c
h
oco
late,
c
heese, butter, andshrikhand.
Brand Umbrella
The vari
o
us brands
o
f Amul's bread spreads are Amul Lite, Amul Butter, andDeli
c
i
o
us Table Margarine.The Brand Amul's milk drinks are s
o
ld under vari
o
us names su
c
h as Amul
oo
l, Amul K 
oo
l Cafe, K 
oo
l K 
o
o
, Amul K 
oo
l Ch
oco
late Milk, and AmulMasti Spi
c
ed Buttermilk.Amul's p
o
wder milk are s
o
ld under many names like Amulya Dairy Whitener,Sugar Tea C
o
ffee Whitener, Sugar Skimmed Milk P
o
wder, and Amul InstantFull Cream Milk P
o
wder.The brand's
c
heese are als
o
s
o
ld under vari
o
us names su
c
h as G
o
uda Cheese,Amul Cheese Spreads, and Amul Emmental Cheese.Amul Brand's desserts are s
o
ld under many names like Amul Basundi, AmulLassee, Gulab Jamun Mix, Amul Shrikhand, and Amul I
c
e Creams.
B
u
siness Markets
Amul exp
o
rts its pr 
o
du
c
ts t
o
vari
o
us
co
untries su
c
h as USA, Australia,Mauritius, China, H
o
ng K 
o
ng, Singap
o
re, UAE, and Bangladesh.
 
Amul Brand
3
 
Awards
The F
oo
d Brand Amul has re
c
eived vari
o
us awards su
c
h as the RamkrishnaBajaj Nati
o
nal Quality Award in 2003, Award Internati
o
nal Ci
o
1000 f 
o
Res
o
ur 
c
efulness, and als
o
the Rajiv Gandhi Nati
o
nal Quality Award in 1999.
C
o
mpany Finan
c
ials
The sales turn
o
ver 
o
f the Brand Amul :Sales Turn
o
ver FiguresYear Rs (milli
o
n) US $ (in milli
o
n)1999-00 22185 4932000-01 22588 5002001-02 23365 5002002-03 27457 5752003-04 28941 6162004-05 29225 6722005-06 37736 8502006-07 42778 10502007-08 52554 13252008-09 67113 1504C
o
rp
o
rate Address and C
o
nta
c
t detailsGujarat C
oo
perative Milk Marketing Federati
o
n Ltd.Amul Dairy R 
o
adP B N
o
.10, Anand 388 001,IndiaPh
o
ne: +91-2692-258506 , 258507, 258508, 258509Fax: +91-2692-240208

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