MGT 634

Case analysis

Submitted by – Kishore Singh. Q3801, Btech/MBA(I.T.) Reg. No. 10806527

Submitted toLect. Amit Sethi


Company Info
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word Amulya, meaning invaluable. The co-operative is also sometimes referred to by the unofficial backronym: Anand Milk Union Limited. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has also ventured into markets overseas. Dr. Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is credited with the success of Amul. The GCMMF is the largest food products marketing organization of India. It is the apex organization of the Dairy Cooperatives of Gujarat. Over the last five and a half decades, Dairy Cooperatives in Gujarat have created an economic network that links more than 3.1 million village milk producers with millions of consumers in India. These cooperatives collect on an average 9.4 million litres of milk per day from their producer members, more than 70% of whom are small, marginal farmers and landless laborers and include a sizeable population of tribal folk and people belonging to the scheduled castes. The turnover of GCMMF (AMUL) during 2010–11 was 97.74 billion (US$1.85 billion). It markets the products, produced by the district milk unions in 30 dairy plants. The farmers of Gujarat own the largest

state of the art dairy plant in Asia – Mother Dairy, Gandhinagar, and Gujarat – which can handle 2.5 million litres of milk per day and process 100 MTs of milk powder daily.

About the advertisements:
Amul has always used the contemporary issues for its advertisements always in a humorous ways, it’s the longest running campaign ever, and it is about to be in The Guinness Book of World Records.

The various campaigns done by AmulAmul launches app to milk the Olympics, August 06, 2012
Amul has time and again come up with campaigns pushing good old milk and how it must be an inevitable part of the daily breakfast. The company's creative agency Draftfcb Ulka, too, has been a consistent partner in such campaigns. One would still remember the agency's 'Dude, where's the doodh' campaign for Amul not too long ago. And it would be safe to say that such initiatives have helped 'doodh' find a lot of favour with the otherwise junk food loving youth. With Olympics being on everybody's minds and Amul being the official sponsor of the Indian contingent at the London 2012 Olympic Games, it is once again time for milk to take centre stage in the company's digital initiative on Facebook with the central thought – Milk, the world's original energy drink. Draftfcb Ulka Interactive has planned and executed the 'Energise the Olympians' Facebook application to encourage brand interactivity on social media and in the process also boost the Indian spirit and support for the Indian athletes in London. The application allows users to choose their favourite sport and extend their support by energising the contingent with a glass of milk. Users can also add a badge to their profile as a token of appreciation for showing their support. The app in a short while of its launch has already gathered a significant amount of Likes on Facebook.

Amul to sponsor Indian contingent to 2012 London Olympics, Feb 28, 2012.
Amul has announced its sponsorship of the Indian contingent to the 2012 London Olympic Games. The MoU was signed between R S Sodhi, managing director, Amul (Gujrat Cooperative Milk Marketing Federation), and Raja Randhir Singh, secretary general, IOA (Indian Olympic Association), member, International Olympic Committee; in New Delhi. Members of the IOA confirmed that Amul would be investing Rs 10 million which will be partly utilised by IOA and a section of the amount will be used to award selected candidates.

On the announcement, Sodhi commented, "Amul is committed to strengthening the Olympic movement in India and encourage young generation from all corners of the country to take up Olympic Sports." He added that their agency, Draftfcb Ulka, has started working on a series of campaigns for the association. To this, Nitin Karkare, chief operating officer, Draftfcb Ulka, shared, “The brief for the campaign revolves around milk projected as the energy drink, and that would be the bedrock of our communication.” The campaign would have a 360 degree presence and would be visible in March-April 2012.

Amul ties up with Netherlands Cricket team for Cricket World Cup 2011, Feb 16, 2011
Amul has signed up as the sponsors for the Netherlands Cricket team for the upcoming ICC Cricket World Cup 2011. Lodestar UM handled the sponsorship deal for the brand. Netherlands has been associated with Amul and India's dairy cooperatives for several decades, and the brand decided to continue the relationship by sponsoring their team. Dhruv Jha, business head-brand experience, Lodestar UM said, “This deal has also got Amul on the World Cup platform, without mega spends. The brand will derive good mileage and visibility. The PR mileage with every pictorial presence of the player across various mediums is immeasurable.” Considered to be minnows in the world of Cricket, the Dutch team will sport Amul logos on their jerseys.

Utterly Butterly Readable. Jun 13, 2012.

The Amul Girl still pulls a crowd. It was a full house (no standing room) at the NCPA, and even after all these years, the hoarding which had its humble beginning at the Babulnath signal in Mumbai, still ensures a chuckle and at times a bit of posturing. During the book launch of Amul’s India, based on 50 years of Amul Advertising by daCunha Communications published by Harper Collins, it was a throwback on the sunlit years of 'optimism, freedom and fun'. The panel which was promoting the book discussed the value of 'the classy and civil' observations on the state of the nation over five decades and how it can never be measured by marketability. Rahul daCunha, managing director and creative head, daCunha Communications, said, “For the past decades, every three days there was a new punchline.” He hailed the commitment of the Amul management and R S Sodhi, the managing director of Amul, who was committed to backing the agency, 'even if there's trouble'. R S Sodhi, who has been part of Amul’s milk producers’ co-operative's White Revolution for the past three decades, said the book's launch was a unique occasion for a company owned by 3.2 million farmers of Gujarat, with a turnover of Rs 12,000 crore per annum. He spoke of Amul’s commitment to the brand for five decades, and how the group stood by the Amul girl even when Jagmohan Dalmiya threatened to sue Verghese Kurien, Amul's founder and the father of

White Revolution, for Rs 500 cr. This was for the hoarding that said, "Dalmiya mein kuch kala hai? / Maska khao, paisa nahin." The Amul girl has gone well beyond the hoarding today. Sodhi explained, “Amul’s butter topical can be accessed in 25 newspapers plus OOH, TV and even social media with a huge fan following on Facebook.” He reiterated Amul's committed to the Amul girl and Amul's India - the company will publish an updated print version of the book with hoardings of the year gone by.

The Articles:

Target market.
Amul has always used the contemporary issues for its advertisements, including current affairs mainly politics and sports. The execution is always humorous most of the times, by using the Amul Girl. The main targets are always the youth and the adults as they are more enthusiastic about the current affairs, so this strategy has become a success for their brand promotion, and this has made it the longest running campaign of the world.

A pictiure of their humorous way of advertisement.

MANTHAN the movie. The story of Amul. A folk song plays to clips from the movie Manthan that talks about the economic hardships rural women in india faced after independence, a new co-operative called amul (anand milk union ltd) was formed to help them. Today, Amul has grown to become Asia's biggest dairy company, which is still owned by these farmers. "mare ghar jhanjar laxmi ke baje"(in my house, the bells of wealth ring) was a line that was added replacing the original line, as a symbol of the success of Amul.

Brand positioning
Amul has used a different way for its positioning, their style of execution is incomparable. And it has not been beaten by any of its competitors like Mother Diary or Nestle. They have always used aggressive marketing for their positioning by frequently commenting on the current contemporary issues, with the high usage of print media(cartoon characters). Their cartoon character “The Amul Girl” has been an important factor in their brand positioning. And no doubt about their quality, the most trustworthy milk product brand ever. One of the main threat to the company is the inflation. The increase in the price, could harm the sales.

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