Type : Cooperative

Founded: 1946
Headquarters: Anand, India
Industry: Dairy
Revenue: $868 i!!ion "#D $%6&%'(
)p!oyees: *+41 i!!ion i!, produ-ers+
HISTORY
.u/arat Cooperative 0i!, 0ar,etin1 Federation $.C00F( is India2s !ar1est 3ood
produ-ts ar,etin1 or1anisation+ It is a state !eve! ape4 5ody o3 i!, -ooperatives in
.u/arat 67i-7 ais to provide reunerative returns to t7e 3arers and a!so serve t7e
interest o3 -onsuers 5y providin1 qua!ity produ-ts 67i-7 are 1ood va!ue 3or oney
Amul (Anand Milk-producers Union Limited), 3ored in 1946, is a dairy -ooperative
oveent in India+ T7e 5rand nae Amul, sour-ed 3ro t7e #ans,rit 6ord Amoolya,
eans priceless+ It 6as su11ested 5y a qua!ity -ontro! e4pert in Anand+ It is a 5rand nae
ana1ed 5y an ape4 -ooperative or1anisation, .u/arat Co&operative 0i!, 0ar,etin1
Federation 8td+ $.C00F(, 67i-7 today is /oint!y o6ned 5y soe *+41 i!!ion i!,
produ-ers in .u/arat, India
91:
+ It is 5ased in Anand to6n o3 .u/arat and 7as 5een a ster!in1
e4ap!e o3 a -o&operative or1ani;ation2s su--ess in t7e !on1 ter+ T7e Amul Pattern 7as
esta5!is7ed itse!3 as a unique!y appropriate ode! 3or rura! deve!opent+ Au! 7as
spurred t7e <7ite Revo!ution o3 India, 67i-7 7as ade India t7e !ar1est produ-er o3 i!,
and i!, produ-ts in t7e 6or!d+ It is a!so t7e 6or!d2s 5i11est ve1etarian -7eese 5rand
9*:
+
Au!2s produ-t ran1e in-!udes i!, po6ders, i!,, 5utter, 17ee, -7eese, -urd, -7o-o!ate,
i-e -rea, -rea, s7ri,7and, paneer, 1u!a5 /auns, 5asundi, =utrau! 5rand and ot7ers+
#ituation o3 3arers
>ver 3ive de-ades a1o, t7e !i3e o3 an avera1e 3arer in ?7eda Distri-t 6as very u-7 !i,e
t7at o3 7is@7er -ounterpart any67ere e!se in India+ His@7er in-oe 6as derived a!ost
entire!y 3ro seasona! -rops+ T7e in-oe 3ro i!, 5u33a!oes 6as undependa5!e+ 0i!,
produ-ers 7ad to trave! !on1 distan-es to de!iver i!, to t7e on!y dairy, t7e Ao!son Dairy
in Anand B o3ten i!, 6ent sour, espe-ia!!y in t7e suer season, as produ-ers 7ad to
p7ysi-a!!y -arry i!, in individua! -ontainers+ Arivate traders and idd!een -ontro!!ed
t7e ar,etin1 and distri5ution syste 3or t7e i!,+ T7ese idd!een de-ided t7e pri-es
and t7e o33&ta,e 3ro t7e 3arers 5y t7e season+ As i!, is peris7a5!e, 3arers 6ere
-ope!!ed to se!! it 3or 67atever t7ey 6ere o33ered+ >3ten, t7ey 7ad to se!! -rea and
17ee at t7ro6&a6ay pri-es+ In t7is situation, t7e private trader ade a ,i!!in1+ 0oreover,
t7e 1overnent at t7at tie 7ad 1iven onopo!y ri17ts to Ao!son Dairy $around t7at tie
Ao!son 6as t7e ost 6e!! ,no6n 5utter 5rand in t7e -ountry( to -o!!e-t i!, 3ro Anand
and supp!y to Co5ay -ity in turn $a5out 4%% ,i!oeters a6ay(+ India ran,ed no67ere
aon1st i!, produ-in1 -ountries in t7e 6or!d in 1946+ .radua!!y, t7e rea!i;ation
da6ned on t7e 3arers 6it7 inspiration 3ro t7en nationa!ist !eaders #ardar Da!!a5757ai
Aate! $67o !ater 5e-ae t7e 3irst Hoe 0inister o3 3ree India( and 0orar/i Desai $67o
!ater 5e-oe t7e Arie 0inister o3 India( and !o-a! 3arer, 3reedo 3i17ter and so-ia!
6or,er Tri57ovandas Aate!, t7at t7e e4p!oitation 5y t7e trader -ou!d 5e -7e-,ed on!y i3
t7ey ar,eted t7eir i!, t7ese!ves+ Au! 6as t7e resu!t o3 t7e rea!i;ation t7at t7ey
-ou!d poo! up t7eir i!, and 6or, as a -ooperative+
INDIAN DAIRY INDUSTRY:
Today, India is 2T7e >yster2 o3 t7e 1!o5a! dairy industry+ It o33ers opportunities 1a!ore to
entrepreneurs 6or!d6ide, 67o 6is7 to -apita!i;e on one o3 t7e 6or!d2s !ar1est and 3astest
1ro6in1 ar,ets 3or i!, and i!, produ-ts+ A 5a13u! o3 2pear!s2 a6aits t7e internationa!
dairy pro-essor in India+ T7e Indian dairy industry is rapid!y 1ro6in1, tryin1 to ,eep pa-e
6it7 t7e 1a!!opin1 pro1ress around t7e 6or!d+ As 7e e4pands 7is overseas operations to
India any pro3ita5!e options a6ait 7i+ He ay trans3er te-7no!o1y, si1n /oint ventures
or use India as a sour-in1 -enter 3or re1iona! e4ports+ T7e !i5era!i;ation o3 t7e Indian
e-onoy 5e-,ons to 0=C2s and 3orei1n investors a!i,e+
IndiaEs dairy se-tor is e4pe-ted to trip!e its produ-tion in t7e ne4t 1% years in vie6 o3
e4pandin1 potentia! 3or e4port to )urope and t7e <est+ 0oreover 6it7 <T> re1u!ations
e4pe-ted to -oe into 3or-e in -oin1 years a!! t7e deve!oped -ountries 67i-7 are aon1
5i1 e4porters today 6ou!d 7ave to 6it7dra6 t7e support and su5sidy to t7eir doesti-
i!, produ-ts se-tor+ A!so India today is t7e !o6est -ost produ-er o3 per !itre o3 i!, in
t7e 6or!d, at *' -ents, -opared 6it7 t7e "+#2 6F -ents, and GapanEs $*+8 do!!ars+ A!so to
ta,e advanta1e o3 t7is !o6est -ost o3 i!, produ-tion and in-reasin1 produ-tion in t7e
-ountry u!tinationa! -opanies are p!annin1 to e4pand t7eir a-tivities 7ere+ #oe o3
t7ese i!, produ-ers 7ave a!ready o5tained qua!ity standard -erti3i-ates 3ro t7e
aut7orities+ T7is 6i!! 7e!p t7e in ar,etin1 t7eir produ-ts in 3orei1n -ountries in
pro-essed 3or+
T7e ur5an ar,et 3or i!, produ-ts is e4pe-ted to 1ro6 at an a--e!erated pa-e o3 around
FFH per annu to around Rs+4F,I%% -rores 5y year *%%I+ T7is 1ro6t7 is 1oin1 to -oe
3ro t7e 1reater ep7asis on t7e pro-essed 3oods se-tor and a!so 5y in-rease in t7e
-onversion o3 i!, into i!, produ-ts+ Cy *%%I, t7e va!ue o3 Indian dairy produ-e is
e4pe-ted to 5e Rs 1%,%%,%%% i!!ion+ Aresent!y t7e ar,et is va!ued at around
Rs',%%,%%%n
India 6it7 1F4n -o6s and 1*In 5u33a!oes, 7as t7e !ar1est popu!ation o3 -att!e in t7e
6or!d+ Tota! -att!e popu!ation in t7e -ountry as on >-to5er2%% stood at F1Fn+ 0ore t7an
3i3ty per-ent o3 t7e 5u33a!oes and t6enty per-ent o3 t7e -att!e in t7e 6or!d are 3ound in
India and ost o3 t7ese are i!-7 -o6s and i!-7 5u33a!oes+
Indian dairy se-tor -ontri5utes t7e !ar1e s7are in a1ri-u!tura! 1ross doesti- produ-ts+
Aresent!y t7ere are around '%,%%% vi!!a1e dairy -ooperatives a-ross t7e -ountry+ T7e -o&
operative so-ieties are 3ederated into 1'% distri-t i!, produ-ers unions, 67i-7 is turn 7as
**&state -ooperative dairy 3ederation+ 0i!, produ-tion 1ives ep!oyent to ore t7an
'*n dairy 3arers+ In ters o3 tota! produ-tion, India is t7e !eadin1 produ-er o3 i!, in
t7e 6or!d 3o!!o6ed 5y "#A+ T7e i!, produ-tion in 1999&%% is estiated at '8n 0T as
-opared to '4+In 0T in t7e previous year+ T7is produ-tion is e4pe-ted to in-rease to
81n 0T 5y *%%%&%1+ >3 t7is tota! produ-e o3 '8n -o6s2 i!, -onstitute F6n 0T
67i!e rest is 3ro ot7er -att!e+
<7i!e 6or!d i!, produ-tion de-!ined 5y * per -ent in t7e !ast t7ree years, a--ordin1 to
FA> estiates, Indian produ-tion 7as in-reased 5y 4 per -ent+ T7e i!, produ-tion in
India a--ounts 3or ore t7an 1FH o3 t7e tota! 6or!d output and I'H o3 tota! Asia2s
produ-tion+ T7e top 3ive i!, produ-in1 nations in t7e 6or!d are India ,"#A, Russia,
.erany and Fran-e+
THREE-TIER AMUL MODEL:
T7e Au! 0ode! is a t7ree&tier -ooperative stru-ture+ T7is stru-ture -onsists o3 a Dairy
Cooperative #o-iety at t7e vi!!a1e !eve! a33i!iated to a 0i!, "nion at t7e Distri-t !eve!
67i-7 in turn is 3urt7er 3ederated into a 0i!, Federation at t7e #tate !eve!+ T7e a5ove
t7ree&tier stru-ture 6as set&up in order to de!e1ate t7e various 3un-tions, i!, -o!!e-tion is
done at t7e Di!!a1e Dairy #o-iety, 0i!, Aro-ureent J Aro-essin1 at t7e Distri-t 0i!,
"nion and 0i!, J 0i!, Arodu-ts 0ar,etin1 at t7e #tate 0i!, Federation+ T7is 7e!ps in
e!iinatin1 not on!y interna! -opetition 5ut a!so ensurin1 t7at e-onoies o3 s-a!e is
a-7ieved+ As t7e a5ove stru-ture 6as 3irst evo!ved at Au! in .u/arat and t7erea3ter
rep!i-ated a!! over t7e -ountry under t7e >peration F!ood Aro1rae, it is ,no6n as t7e
KAu! 0ode!E or KAnand AatternE o3 Dairy Cooperatives+
Responsi5!e 3or 0ar,etin1 o3 0i!, J 0i!, Arodu-ts Responsi5!e 3or Aro-ureent J
Aro-essin1 o3 0i!, Responsi5!e 3or Co!!e-tion o3 0i!, Responsi5!e 3or 0i!, Arodu-tion
3.1 Village Dairy C!era"i#e S$ie"y %VDCS&:
T7e i!, produ-ers o3 a vi!!a1e, 7avin1 surp!us i!, a3ter o6n -onsuption, -oe
to1et7er and 3or a Di!!a1e Dairy Cooperative #o-iety $DDC#(+ T7e Di!!a1e Dairy
Cooperative is t7e priary so-iety under t7e t7ree&tier stru-ture+ It 7as e5ers7ip o3
i!, produ-ers o3 t7e vi!!a1e and is 1overned 5y an e!e-ted 0ana1eent Coittee
-onsistin1 o3 9 to 1* e!e-ted representatives o3 t7e i!, produ-ers 5ased on t7e prin-ip!e
o3 one e5er, one vote+ T7e vi!!a1e so-iety 3urt7er appoints a #e-retary $a paid
ep!oyee and e5er se-retary o3 t7e 0ana1eent Coittee( 3or ana1eent o3 t7e
day&to&day 3un-tions+ It a!so ep!oys various peop!e 3or assistin1 t7e #e-retary in
a--op!is7in1 7is @ 7er dai!y duties+ T7e ain 3un-tions o3 t7e DDC# are as 3o!!o6s:
Co!!e-tion o3 surp!us i!, 3ro t7e i!, produ-ers o3 t7e vi!!a1e J payent
5ased on qua!ity J quantity
Arovidin1 support servi-es to t7e e5ers !i,e Deterinary First Aid, Arti3i-ia!
Inseination servi-es, -att!e&3eed sa!es, inera! i4ture sa!es, 3odder J 3odder seed
sa!es, -ondu-tin1 trainin1 on Ania! Hus5andry J Dairyin1, et-+
#e!!in1 !iquid i!, 3or !o-a! -onsuers o3 t7e vi!!a1e
#upp!yin1 i!, to t7e Distri-t 0i!, "nion
T7us, t7e DDC# in an independent entity ana1ed !o-a!!y 5y t7e i!, produ-ers and
assisted 5y t7e Distri-t 0i!, "nion+
3.' Di("ri$" C!era"i#e Mil) *r+,$er(- U.i.
%Mil) U.i.&
T7e Di!!a1e #o-ieties o3 a Distri-t $ran1in1 3ro 'I to 16IF per 0i!, "nion in .u/arat(
7avin1 surp!us i!, a3ter !o-a! sa!es -oe to1et7er and 3or a Distri-t 0i!, "nion+ T7e
0i!, "nion is t7e se-ond tier under t7e t7ree&tier stru-ture+ It 7as e5ers7ip o3 Di!!a1e
Dairy #o-ieties o3 t7e Distri-t and is 1overned 5y a Coard o3 Dire-tors -onsistin1 o3 9 to
18 e!e-ted representatives o3 t7e Di!!a1e #o-ieties+ T7e 0i!, "nion 3urt7er appoints a
pro3essiona! 0ana1in1 Dire-tor $paid ep!oyee and e5er se-retary o3 t7e Coard( 3or
ana1eent o3 t7e day&to&day 3un-tions+ It a!so ep!oys various peop!e 3or assistin1 t7e
0ana1in1 Dire-tor in a--op!is7in1 7is @ 7er dai!y duties+ T7e ain 3un-tions o3 t7e
0i!, "nion are as 3o!!o6s:
Aro-ureent o3 i!, 3ro t7e Di!!a1e Dairy #o-ieties o3 t7e Distri-t
Arran1in1 transportation o3 ra6 i!, 3ro t7e DDC# to t7e 0i!, "nion+
Arovidin1 input servi-es to t7e produ-ers !i,e Deterinary Care, Arti3i-ia!
Inseination servi-es, -att!e&3eed sa!es, inera! i4ture sa!es, 3odder J 3odder seed
sa!es, et-+
Condu-tin1 trainin1 on Cooperative Deve!opent, Ania! Hus5andry J
Dairyin1 3or i!, produ-ers and -ondu-tin1 spe-ia!ised s,i!! deve!opent J
8eaders7ip Deve!opent trainin1 3or DDC# sta33 J 0ana1eent Coittee
e5ers+
Arovidin1 ana1eent support to t7e DDC# a!on1 6it7 re1u!ar supervision o3 its
a-tivities+
3.3 S"a"e C!era"i#e Mil) /e+era"i.
%/e+era"i.&:
T7e 0i!, "nions o3 a #tate are 3ederated into a #tate Cooperative 0i!, Federation+ T7e
Federation is t7e ape4 tier under t7e t7ree&tier stru-ture+ It 7as e5ers7ip o3 a!! t7e
-ooperative 0i!, "nions o3 t7e #tate and is 1overned 5y a Coard o3 Dire-tors -onsistin1
o3 one e!e-ted representative o3 ea-7 0i!, "nion+ T7e #tate Federation 3urt7er appoints a
0ana1in1 Dire-tor $paid ep!oyee and e5er se-retary o3 t7e Coard( 3or ana1eent
o3 t7e day&to&day 3un-tions+ It a!so ep!oys various peop!e 3or assistin1 t7e 0ana1in1
Dire-tor in a--op!is7in1 7is dai!y duties+ T7e ain 3un-tions o3 t7e Federation are as
3o!!o6s:
0ar,etin1 o3 i!, J i!, produ-ts pro-essed @ anu3a-tured 5y 0i!, "nions+
)sta5!is7 distri5ution net6or, 3or ar,etin1 o3 i!, J i!, produ-ts+
Arran1in1 transportation o3 i!, J i!, produ-ts 3ro t7e 0i!, "nions to t7e
ar,et+
Creatin1 J aintainin1 a 5rand 3or ar,etin1 o3 i!, J i!, produ-ts $5rand
5ui!din1(+
Arovidin1 support servi-es to t7e 0i!, "nions J e5ers !i,e Te-7ni-a! Inputs,
ana1eent support J advisory servi-es+
Aoo!in1 surp!us i!, 3ro t7e 0i!, "nions and supp!yin1 it to de3i-it 0i!,
"nions+
*RODUCT
AMUL 0UTTER : 1UTTERLY 0UTTERLY DELICIOUS-
A0"8 C"TT)R 6as t7e 3irst produ-t 67i-7 6as o33i-ia!!y !aun-7ed 5y A0"8 in 194I+
It 7as 5een a ar,et !eader durin1 t7e !ast 4 de-ades+
AMUL BUTTER is ade 3ro Cutter, Coon #a!t, peritted natura! -o!our& Annatto
C2!(i"i.:
0i!, Fat 8%H
0oisture 16H
#a!t *+IH
Curd %+8H
Calri3i$ Val,e:
'*% ,-a!@1%%1
S!e$ial /ea",re(:
0ade 3ro 3res7 -rea 5y odern -ontinuous 5utter a,in1 a-7ines+ 0ar,eted in
India sin-e 4 de-ades+
*r+,$" S!e$i3i$a"i.:
0eets A.0AR? standard and CI# spe-i3i-ations =o+I#:1F69%:199*
*r+,$"( Mar)e"e+:
0rea+(!rea+(:
Au! Cutter
Au! 8ite 8o6 Fat Creadspread
Au! Coo,in1 Cutter
C4ee(e Ra.ge:
Au! Aasteuri;ed Aro-essed C7eddar C7eese
Au! Aro-essed C7eese #pread
Au! Ai;;a $0o;are!!a( C7eese
Au! #7redded Ai;;a C7eese
Au! )enta! C7eese
Au! .ouda C7eese
Au! 0a!ai Aaneer $-otta1e -7eese(
"tter!y De!i-ious Ai;;a
Mi"4aee Ra.ge %E"4.i$ (5ee"(&:
Au! #7ri,7and $0an1o, #a33ron, A!ond Aista-7io, Cardao(
Au! Ara,7and
Au! 0it7aee .u!a5/auns
Au! 0it7aee .u!a5/aun 0i4
Au! 0it7aee ?u!3i 0i4
Avsar 8adoos
UHT Mil) Ra.ge:
Au! #7a,ti FH 3at 0i!,
Au! Taa;a 1+IH 3at 0i!,
Au! .o!d 4+IH 3at 0i!,
Au! 8ite #!i&n&Tri 0i!, %H 3at i!,
Au! #7a,ti Toned 0i!,
Au! Fres7 Crea
Au! #no6-ap #o3ty 0i4
*,re 64ee:
Au! Aure .7ee
#a1ar Aure .7ee
Au! Co6 .7ee
I.3a." Mil) Ra.ge:
Au! In3ant 0i!, Foru!a 1 $%&6 ont7s(
Au! In3ant 0i!, Foru!a * $ 6 ont7s a5ove(
Au!spray In3ant 0i!, Food
Mil) *5+er(:
Au! Fu!! Crea 0i!, Ao6der
Au!ya Dairy <7itener
#a1ar #,ied 0i!, Ao6der
#a1ar Tea and Co33ee <7itener
S5ee"e.e+ C.+e.(e+ Mil):
Au! 0it7aiate #6eetened Condensed 0i!,
/re(4 Mil):
Au! Taa;a Toned 0i!, FH 3at
Au! .o!d Fu!! Crea 0i!, 6H 3at
Au! #7a,ti #tandardised 0i!, 4+IH 3at
Au! #!i J Tri Dou5!e Toned 0i!, 1+IH 3at
Au! #aat7i #,ied 0i!, %H 3at
Au! Co6 0i!,
C,r+ *r+,$"(:
Lo1i #6eetened F!avoured Da7i $Dessert(
Au! 0asti Da7i $3res7 -urd(
Au! 0asti #pi-ed Cutter 0i!,
Au! 8assee
A2,l I$e$rea2(:
Royal Treat Range $Cutters-ot-7, Ra/57o1, 0a!ai ?u!3i(
Nut-o-Mania Range $?a/u Dra,s7, ?esar Aista Roya!e, Fruit Conan;a, Roasted
A!ond(
Natures Treat $A!p7anso 0an1o, Fres7 8it-7i, #7a7i An/ir, Fres7 #tra65erry,
C!a-, Currant, #antra 0antra, Fres7 Aineapp!e(
!undae Range $0an1o, C!a-, Currant, #undae 0a1i-, Dou5!e #undae(
Assorted Treat $C7o-o5ar, Do!!ies, Frosti,, I-e Candies, Tri-one, C7o-o-run-7,
0e1a5ite, Cassatta(
Utterly "elicious $Dani!a, #tra65erry, C7o-o!ate, C7o-o-7ips, Ca,e 0a1i-(
C4$la"e 7 C.3e$"i.ery:
Au! 0i!, C7o-o!ate
Au! Fruit J =ut C7o-o!ate
0r5. 0e#erage:
=utrau! 0a!ted 0i!, Food
Mil) Dri.):
Au! ?oo! F!avoured 0i!, $0an1o, #tra65erry, #a33ron, Cardao, Rose,
C7o-o!ate(
Au! ?oo! Ca3e
Au! ?oo! ?o,o
Au! ?oo! 0i!!, #7aa,e $0an1o, #tra65erry, Cada, Canana(
Heal"4 0e#erage:
Au! #7a,ti <7ite 0i!, Food
*RICE: A2,l *ri$i.g S"ra"egie(
At t7e tie Au! 6as 3ored, -onsuers 7ad !iited pur-7asin1 po6er, and odest
-onsuption !eve!s o3 i!, and ot7er dairy produ-ts+ T7us Au! adopted a !o6&-ost pri-e
strate1y to a,e its produ-ts a33orda5!e and attra-tive to -onsuers 5y 1uaranteein1 t7e
va!ue 3or oney+
Despite -opetition in t7e 7i17 va!ue dairy produ-t se1ents 3ro 3irs su-7 as
Hindustan 8ever, =est!e and Critannia, .C00F ensures t7at t7e produ-t i4 and t7e
sequen-e in 67i-7 Au! introdu-es its produ-ts is -onsistent 6it7 t7e -ore p7i!osop7y o3
providin1 5utter at a 5asi-, a33orda5!e pri-e to appea! t7e -oon asses+ T7is 7e!ped
A0"8 C"TT)R to -reate its 5rand ia1e in t7e 7ouse7o!d se-tor o3 t7e so-iety+
Rs+8' Rs+18
*LACE: A 6l8al Di("ri8,"r
.C00F is India2s !ar1est e4porter o3 Dairy Arodu-ts+ It 7as 5een a--orded a MTradin1
HouseM status+ .C00F 7as re-eived t7e AA)DA A6ard 3ro .overnent o3 India 3or
)4-e!!en-e in Dairy Arodu-t )4ports 3or t7e !ast 9 years+
Current!y Au! 7as *+41 i!!ion produ-er e5ers 6it7 i!, -o!!e-tion avera1e o3 I+%8
i!!ion !itres@day+ Cesides India, Au! 7as entered overseas ar,ets su-7 as 0auritius,
"A), "#A, Can1!ades7, Austra!ia, C7ina, #in1apore, Hon1 ?on1 and a 3e6 #out7
A3ri-an -ountries+ Its 5id to enter Gapanese ar,et in 1994 7ad not su--eeded, 5ut no6 it
7as 3res7 p!ans o3 3!oodin1 t7e Gapanese ar,ets+ >t7er potentia! ar,ets 5ein1
-onsidered in-!ude #ri 8an,a+
*ROMOTION: I.i"ial *r2"i.al S"ra"egy
T7e 5utter, 67i-7 7ad 5een !aun-7ed in 194I, 7ad a staid, 5orin1 ia1e, priari!y
5e-ause t7e ear!ier advertisin1 a1en-y 67i-7 6as in -7ar1e o3 t7e a--ount pre3erred to
sti-, to routine, -orporate ads+ T7ey didnEt 7e!p in -reatin1 a 5rand ia1e o3 A0"8
5utter 67i-7 6as t7eir t7en otive+ T7e ia1e t7ey presented 6as, 6e!!, 5orin1+
A 8ra.+ - A2,l 9 A Ta("e 3 I.+ia
Ho6ever, in 1966, a an naed #y!vester daCun7a, 3ro t7e ad a1en-y o3 A#A, too,
over t7e Au! a--ount+ And in 196' it 5e1an, inno-ent!y enou17+ In India, 3ood 6as
soet7in1 one -ou!dn2t a33ord to 3oo! around 6it7+ It 7ad 5een ta,en too serious!y, 3or too
!on1+ #y!vester daCun7a de-ided it 6as tie 3or a -7an1e o3 ia1e+
#-ott Crad5ury, t7e ar,etin1 1enius 5e7ind =i,e and #tar5u-,s, on-e said N A 1reat
5rand is a story t7at is never -op!ete!y to!d+ A 5rand is a etap7ori-a! story t7atEs
evo!vin1 a!! t7e tie+ #tories -reate t7e eotiona! -onte4t peop!e need to !o-ate
t7ese!ves in t7e !ar1er e4perien-eO He -ou!d easi!y 7ave 5een ta!,in1 a5out t7e Au!
oppet+
T4e 2!!e" 54 !," A2,l . I.+ia: (
8rea)3a(" "a8le
T7e year #y!vester daCun7a too, over t7e a--ount, t7e -ountry sa6 t7e 5irt7 o3 a
-apai1n 67ose -7ar 7as endured 3i-,!e pu5!i- opinion, 1ii-,ry and a!! e!se+ T7e
Au! oppet, t7e !itt!e 1ir! 67o -reated a 7oe in t7e 7earts and inds o3 i!!ions and
i!!ions o3 Indians+ =o easy tas,+ And to 5e t7ere 3or a!ost F4 yearsP
Ca!! 7er t7e Friday to Friday star 5e-ause )very Friday, sin-e 196', t7is !itt!e 1ir! appears
at 5i!!5oards, strate1i-a!!y p!a-ed a!! over India, 3o-usin1 on t7e ite o3 t7e 6ee, B
ton1ue in -7ee,, o3 -ourse+ Round eyed, -7u55y -7ee,ed, 6in,in1 at you, 3ro
strate1i-a!!y p!a-ed 7oardin1s at any tra33i- !i17ts+ #7e is t7e Au! oppet everyone
!oves to !ove $in-!udin1 pri-,!y votaries o3 t7e #7iv #ena and CGA(+ Ho6 o3ten 7ave 6e
stopped, !oo,ed, -7u-,!ed at t7e Au! 7oardin1 and produ-t 6rappers 6it7 t7e equa!!y
re-o1nisa5!e ta1!ine Utterly Butterly Delicious Amul t7at -asts 7er soetie as t7e -oy,
s7y 0ad7uri, a 5o!d sensuous "ri!a or sip!y as 7erse!3, dressed in 7er !itt!e po!,a
dotted dress and a red and 67ite 5o6, 7o!din1 out 7er 3avourite pa-,et o3 5utter+
T7ere are no 5oundaries and not7in1 is o33 !iits+ Fro t7e po!iti-a! s-ene, to
entertainent, 3ro !o-a! ne6s to internationa!, 3ro sports to stars, s7e 7as a !ine 3or
everyt7in1+ >3ten said to 5e p!ayin1 t7e ro!e o3 a Nso-ia! o5server 6it7 evo-ative 7uorO,
t7e 5i!!5oards 5e-ae, and sti!! are, a topi- o3 -onversation aon1st i!!ions+ <it7 t7eir
N7in1&!is7O $a -o5ination o3 Hindi and )n1!is7( pun-7&!ines, t7ey 7ave 6on t7e
a4iu nu5er o3 a6ards in India 3or any ad -apai1n everP T7is !itt!e t7u5a!ina,
sees to 7ave t7e asses, ri17t 67ere s7e 6ants t7e B 6antin1 ore o3 7er and o3
Au!+ =o ot7er 5rand -oes -!ose to 67at Au! 7as 5een a5!e to a--op!is7+
ADVERTISIN6
Its advertisin1 7as a!so started usin1 ton1ue&in&-7ee, s,et-7es starrin1 t7e Au! 5a5y
-oentin1 /ovia!!y on t7e !atest ne6s or -urrent events+ T7is 3ored a !ar1e -7un, o3
t7e -o!!e-tive eory o3 us Indians+ <e 1re6 6it7 t7e as t7e ads 1re6 6it7 us+ T7ey
are quir,y, po,e 3un at no one in parti-u!ar and are pure eye&-andyP <e a!ost adire
t7e speed 6it7 67i-7 t7e ad&peop!e -oe up 6it7 -opy and i!!ustration 3or t7e ads, t7at
-7an1e every 3e6 daysPP
Fro t7e #i4ties to t7e =ineties, t7e Au! ads 7ave -oe a !on1 6ay+ <7i!e ost peop!e
a1ree t7at t7e Au! ads 6ere at t7eir pea, in t7e )i17ties t7ey sti!! aintain t7at t7e
Au! ads -ontinue to tease a !au17ter out o3 t7e
T7e Au! ads are one o3 t7e !on1est runnin1 ads 5ased on a t7ee, no6 vyin1 3or t7e
.uinness re-ords 3or 5ein1 t7e !on1est runnin1 ad -apai1n ever+
;4ere +e( A2,l:( 2agi$ a$",ally lie<
0any 5e!ieve t7at t7e -7ar !ies in t7e -at-7y !ines+ T7at 6e !au17 5e-ause t7e 7uour is
67at any5ody 6ou!d en/oy+ T7ey don2t pander to your nationa!ity or -ertain sentients+ It
is pure and sip!e, everyday 3un+
0RANDIN6
T7e 3irst produ-ts 6it7 t7e Au! 5rand nae 6ere !aun-7ed in 19II+ #in-e t7en, t7ey
7ave 5een in use in i!!ions o3 7oes in a!! parts o3 India, and 5eyond+ T7ere is
soet7in1 ore, t7ou17, t7at a,es t7e Au! 5rand spe-ia! and t7at soet7in1 is t7e
reason 3or t7e -oitent to qua!ity and va!ue 3or oney+ Au! is t7e 5rand nae o3 *
i!!ion 3arers, e5ers o3 1%,%%% vi!!a1e dairy -ooperative so-ieties t7rou17out
.u/arat+ T7is is t7e 7eart o3 Au!, it is 67at 1ives stren1t7 to Au!, and it is 67at is so
spe-ia! a5out t7e Au! sa1a+
T7e Au! Aattern 7as esta5!is7ed itse!3 as a unique!y appropriate ode! 3or rura!
deve!opent+ Au! 7as ade India one o3 t7e !ar1est i!, produ-ers in t7e 6or!d+
Au!, t7ere3ore, is a 5rand 6it7 a di33eren-e+ T7at di33eren-e ani3ests itse!3 in a !ar1er
t7an !i3e purpose+ T7e purpose B 3reedo to 3arers 5y 1ivin1 tota! -ontro! over
pro-ureent, produ-tion and ar,etin1+
>ur -oitent to t7e produ-er and our -ontra-t 6it7 t7e -onsuer is t7e reasons 6e
are -on3ident t7at -ooperative 5rands, !i,e Au!, 6i!! 7ave an even 5i11er ro!e to p!ay in
t7e ne4t 3i3ty years+
Seg2e."a"i.
<ide ran1e o3 produ-t -ate1ories -aters to -onsuers a-ross a!! ar,et se1ents+
For e4ap!e, Au! ?oo! is tar1eted at -7i!dren, 67i!e teena1ers pre3er ?oo! Ca3Q,
as it 7as a -oo! ia1ery asso-iated 6it7 it+
#e1entation is not as easy in -urd and !o6 3at produ-ts, due to i4ed audien-es,
various -u!inary app!i-ations , e1+ 17ee, 5utter and -7eese+
NIn India, t7e ost used spread is 17ee, t7en 5utter, -7eese, !o6 3at 5utter,
ar1arine, -7eese spread and o;;are!!a -7eese+
Targe"i.g
C7an1in1 retai! environent
#tri,in1 out on its o6n, 6it7 Au! >ut!ets or par!ours to de!iver -onsuers tota!
5rand e4perien-e
8aun-7ed in *%%*, t7ere are no6 4%% Au! par!ours a-ross t7e -ountry, 67i-7
-ontri5uted FH to t7e 5randEs tota! turnover !ast year+
Hi17 pro3i!e !o-ations: Au! par!ours are today present on -apuses o3 In3osys,
<ipro, II0&A, IIT&C, Tep!es, 0etro rai! and rai!6ay stations in .u/arat+
*(i"i.i.g
R A ass ar,et p!ayer, no preiu o33erin1s
R "#A B Sua!ity 6it7 a33orda5i!ity
R "p a1ainst ni-7e p!ayers B va!ue addition to -ustoers
R #7eer si;e and s-a!e o3 operation
R =e6 o33erin1s 3or 7ea!t7 -ons-ious and vi5rant India B
Hea!t7 and ener1y drin,s
#taina, a 7ea!t7 drin, ade 3ro i!, 6it7 added vitain C a1ainst Red
Cu!! and .atorade, i!, 5etter t7an -o!a+ Aied at youn1sters, pri-ed at
Rs 1*
I-e&-rea
Aro5ioti- and su1ar&3ree variants
C7o-o!ates
su1ar&3ree 5rand -a!!ed C7o-o&0ini to tar1et t7e dia5eti-
MAR=ETIN6 STRATE6IES
> MAIN STRATE6IES
<7at 1oes into t7e K-ontra-tE t7at is a 5rand naeT
/ir(" i( ?,ali"y+ =o 5rand survives !on1 i3 its qua!ity does not equa! or e4-eed
67at t7e 5uyer e4pe-ts+ T7ere sip!y -an 5e no -oproise+ T7atEs t7e essen-e o3 t7e
-ontra-t+ In t7e -ase o3 a 3ood produ-t, t7is eans t7at t7e 5rand ust a!6ays represent
t7e 7i17est 7y1ieni-, 5a-terio!o1i-a! and or1ano!epti- standards+ It ust taste 1ood, and it
ust 5e 1ood+
Se$.+@ #al,e 3r 2.ey+ I3 our -ustoer 5uys an Au! produ-t, s7e 1ets
67at s7e pays 3or, and ore+ <e 7ave a!6ays ta,en pride in t7e 3a-t t7at 67i!e 6e earn a
1ood in-oe 3or our o6ners B t7e dairy 3arers o3 .u/arat B 6e donEt do it at t7e -ost o3
e4p!oitin1 t7e -onsuer+ )ven 67en adverse -onditions 7ave redu-ed supp!ies o3
produ-ts !i,e 5utter, 6e 7ave resisted t7e -oon pra-ti-e o3 raisin1 pri-es, -7ar1in1
67at t7e ar,et 6ou!d 5ear+ Rat7er, 6e 7ave ,ept pri-es 3air and done our 5est to ensure
t7at retai!ers do not 1ain at t7e -onsuersE e4pense+
T4ir+@ a#aila8ili"y+ A 5rand s7ou!d 5e avai!a5!e 67en and 67ere t7e -ustoer
6ants it+ T7ere is no 5ene3it a-7ieved in -reatin1 a positive 5rand ia1e, and t7en 5ein1
una5!e to supp!y t7e -ustoer 67o 6ants to 5uy it+ In our -ase, over t7e years 6e 7ave
5ui!t 67at is pro5a5!y t7e nationEs 3inest distri5ution net6or,+ <e rea-7 7undreds o3
-ities and to6ns t7rou17 a -o!d -7ain t7at not on!y ensures t7at our produ-ts are
avai!a5!e, 5ut t7ey rea-7 t7e -ustoer at t7e 3art7est end o3 t7e -ountry 6it7 t7e sae
qua!ity as you 6ou!d 3ind in A7eda5ad or Dadodara+
/,r"4@ (er#i$e+ <e 7ave a -oitent to tota! qua!ity+ Cut, o--asiona!!y, 6e
ay a,e a ista,e B or, our -ustoer ay t7in, 6eEve ade a ista,e, and t7e
-ustoer, as t7ey say, is a!6ays ri17t+ T7at is 67y, 3or Au!, every -ustoer -op!aint
ust 5e 7eard B not /ust !istened to+ And, every -ustoer -op!aint ust 5e re-ti3ied to
t7e e4tent 7uan!y possi5!e+
For -!ose to 3i3ty years no6, Au! 7as 7onoured its -ontra-t 6it7 t7e -onsuer+ T7e
-ontra-t t7at is sy5o!ised 5y t7e Au! 5rand eans qua!ity+ It eans va!ue 3or oney+
It eans avai!a5i!ity+ And it eans servi-e+
EA*ANSION TO /OREI6N SHORES
R .u/arat Cooperative 0i!, 0ar,etin1 Federation 7ad si1ned an a1reeent 6it7
<a!&0art to sto-, its s7e!ves 6it7 produ-ts under its Au! 5rand nae+ Au!
pro-essed -7eese, pure ghee, Shrikhand, =utrau!, Au!2s Mithaee Gulab
Jamuns are few of the products marketed in the US markets
R I% per -ent o3 Aeri-ans 5ein1 edi-a!!y o5ese, and i3 Au! is rea!!y !oo,in1 to
-apture t7e 7earts o3 t7e se-ond& and t7ird&1eneration Indians, o33erin1 !o6&3at
versions o3 its 5rands, 6ou!d a,e a !ot o3 -oer-ia! sense+
R Hen-e tar1etin1 t7e !ar1e Indian -ounity in t7e "# ar,ets 6it7 its ni-7e
produ-ts !i,e it7ai, pa-,a1ed ready to eat 3oods ar,et it -an de3inite!y e4pand
its ar,et to a !ar1e e4tent+
COM*ETITORS
0,""er
R Critannia
R =est!e
C4ee(e
R Critannia
0a8y /+
R =est!e
R Hein;
Dairy ;4i"e.er Seg2e."
R =est!e
R Critannia
I$e $rea2(
R H88
C4$la"e( 7 C.3e$"i.arie(
R Cad5ury
R =est!e
*iBBa
R Ai;;a Hut
R Doinos
R =iru!as Fro;en pi;;a
C,r+
R =est!e
R 0ot7er Dairy
Ul"ra Hig4 Trea"e+ Mil)
R =est!e
R Critannia
S5ee" C.+e.(e+ 2il)
R =est!e
C""age C4ee(e%*a.eer&
R Critannia
Mil) A++i"i#e(
R Cad5ury
R #it7,!ine Cee-7a
/la#re+ Mil)
R Critannia
R =est!e
UTTTERLY@ 0ITTERLY@ MALICIOUS - AMUL-S
INTERNAL *O;ER TUSSLE
Au! o6ner .u/rat Co&operative 0i!, 0ar,etin1 Federation 8iited $.C00F( is in a
1rip o3 po6er tuss!e 5et6een its -7airan and ana1in1 dire-tor 67o quit !ast 6ee,+
A3ter C= Dyas e4it t7ere is a -on3usion in Aat7i C7ata! as -ontinuan-e+ It is soot7
runnin1 3ood -opany 5i11est in t7e -ountry 7avin1 a va!ue o3 Rs 8%%% Crore 67i-7
serves *' !a,7s 3ai!ies 6it7 5read and 5utter+ It 7as Coard o3 dire-tors -onsistin1 o3 1F
e5ers+ It 3a-ed sii!ar !eaders7ip -risis 67en Founder Der17ese ?urien stepped do6n
a3ter t7ree de-ades+
In *%%8&*%%9 .C00F 7ad a turnover o3 *8H t7ou17 t7e i!, pro-ureent rose on!y 5y
1IH+ Due to t7e entry o3 po!iti-ians into t7e 5oard its operations are in dan1er+ Its
position in ar,et -ou!d 1et 7apered as it 7as !ost its -!out in De!7i a3ter ?urienEs )4it+
Due to t7is 0=C su-7 as =est!e and Danane and Indian -orporate po6er 7ouses !i,e
re!ian-e t7at 7ave 5een ,ept a6ay 3ro t7e Indian dairy ar,et durin1 0r+ ?urienEs
tenure 7ave 5urst into t7e ar,et+
Aune 5ased Aara1 Foods and A1ri&Aro-essor Ani! 1roup o3 1u/rat are a!! !oo,in1 to
e4pand a11ressive!y+
0r C7ato! naed R# #od7i, -7ie3 1enera! ana1er, as .C00FEs interi ana1in1
dire-tor+ 0r #od7i appeared un3a;ed 5y t7e 5i-,erin1s p!a1uin1 .C00F in 7is 3irst
intera-tion 6it7 )T a3ter ta,in1 -7ar1e+
NT7e 3un-tionin1 o3 .C00F 7as not 5een a33e-ted on a--ount o3 re-ent deve!opents+ It
is 5usiness is as usua! 3or Au!+O
T7ere are ot7ers 67o s7are 7is optiis+
NAu! is a very stron1 5rand+ It is too preature to -oent on t7e 3uture o3 t7e 5rand
sin-e t7e present -on3!i-t is an interna! atter o3 t7e 3ederation,O said C7andan =at7,
president o3 0udra I1nite, t7e a1en-y t7at on-e prooted Au!Es D7ara edi5!e oi!+
MARKETING ASSIGNMENT ON
AMUL
Submitted to : Submitted
by :
Professor Shafiulla Pallab Misra
IBS BANGALORE
enrollmentno.!BSP!"#
Se$tion B% &lass
of '!'