This action might not be possible to undo. Are you sure you want to continue?
41 million milk producers. HISTORY Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money Amul (Anand Milk-producers Union Limited), formed in 1946, is a dairy cooperative movement in India. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand. Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. Situation of farmers Over five decades ago, the life of an average farmer in Kheda District was very much like that of his/her counterpart anywhere else in India. His/her income was derived almost entirely from seasonal crops. The income from milk buffaloes was undependable. Milk producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand – often milk went sour, especially in the summer season, as producers had to physically carry milk in individual containers. Private traders and middlemen controlled the marketing and distribution system for the milk. These middlemen decided the prices and the off-take from the farmers by the season. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw-away prices. In this situation, the private trader made a killing. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply to Bombay city in turn (about 400 kilometers away). India ranked nowhere amongst milk producing countries in the world in 1946. Gradually, the realization dawned on the farmers with inspiration from then nationalist leaders Sardar Vallabhbhai Patel (who later became the first Home Minister of free India) and Morarji Desai (who later become the Prime Minister of India) and local farmer, freedom fighter and social worker Tribhovandas Patel, that the exploitation by the trader could be checked only if they marketed their milk themselves. Amul was the result of the realization that they could pool up their milk and work as a cooperative.
Marketed in India since 4 decades. Nestle and Britannia. Despite competition in the high value dairy product segments from firms such as Hindustan Lever. It has been a market leader during the last 4 decades. Thus Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money./100g Special Features: Made from fresh cream by modern continuous butter making machines.5% Curd 0. Product Specification: Meets AGMARK standard and BIS specifications No. and modest consumption levels of milk and other dairy products. This helped AMUL BUTTER to create its brand image in the household sector of the society. permitted natural colour. AMUL BUTTER is made from Butter. affordable price to appeal the common masses.8% Calorific Value: 720 kcal.PRODUCT AMUL BUTTER : ‘UTTERLY BUTTERLY DELICIOUS’ AMUL BUTTER was the first product which was officially launched by AMUL in 1945. Common Salt.87 Rs. Rs. consumers had limited purchasing power.18 .IS:13690:1992 PRICE: Amul Pricing Strategies At the time Amul was formed. GCMMF ensures that the product mix and the sequence in which Amul introduces its products is consistent with the core philosophy of providing butter at a basic.Annatto Composition: Milk Fat 80% Moisture 16% Salt 2.
of course. dressed in her little polka dotted dress and a red and white bow. well. shy Madhuri. UAE. The Amul moppet. gimmickry and all else. Amul has entered overseas markets such as Mauritius. corporate ads. Currently Amul has 2. this little girl appears at billboards.41 million producer members with milk collection average of 5. Its bid to enter Japanese market in 1994 had not succeeded. from the ad agency of ASP. chuckled at the Amul hoarding and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul that casts her sometime as the coy. a bold sensuous Urmila or simply as herself. Other potential markets being considered include Sri Lanka. It had been taken too seriously. And in 1967 it began. boring image. the marketing genius behind Nike and Starbucks. Sylvester daCunha decided it was time for a change of image. chubby cheeked. Round eyed. once said “ A great brand is a story that is never completely told. Singapore. which had been launched in 1945. a man named Sylvester daCunha. primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine. since 1967. boring.08 million litres/day. food was something one couldn't afford to fool around with. the country saw the birth of a campaign whose charm has endured fickle public opinion. Scott Bradbury. No easy task. had a staid. A brand is a metaphorical story that’s evolving all the time. for too long. Australia. They didn’t help in creating a brand image of AMUL butter which was their then motive. innocently enough. The image they presented was. Hong Kong and a few South African countries. the little girl who created a home in the hearts and minds of millions and millions of Indians. holding out her favourite packet of butter.PLACE: A Global Distributor GCMMF is India's largest exporter of Dairy Products.Amul – A Taste of India However. China. in 1966. . A brand . took over the Amul account. looked. Bangladesh. winking at you. The moppet who put Amul on India's breakfast table The year Sylvester daCunha took over the account. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 9 years. strategically placed all over India. PROMOTION: Initial Promotional Strategy The butter. In India. USA. Stories create the emotional context people need to locate themselves in the larger experience” He could easily have been talking about the Amul moppet. It has been accorded a "Trading House" status. but now it has fresh plans of flooding the Japanese markets. focusing on the item of the week – tongue in cheek. She is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). And to be there for almost 34 years! Call her the Friday to Friday star because Every Friday. from strategically placed hoardings at many traffic lights. How often have we stopped. Besides India.
This is the heart of Amul. will have an even bigger role to play in the next fifty years. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. from local news to international. is a brand with a difference. BRANDING The first products with the Amul brand name were launched in 1955. that change every few days!! From the Sixties to the Nineties. Our commitment to the producer and our contract with the consumer is the reasons we are confident that cooperative brands. they have been in use in millions of homes in all parts of India.There are no boundaries and nothing is off limits. seems to have the masses. They don't pander to your nationality or certain sentiments.000 village dairy cooperative societies throughout Gujarat. Amul has made India one of the largest milk producers in the world. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them The Amul ads are one of the longest running ads based on a theme. poke fun at no one in particular and are pure eye-candy! We almost admire the speed with which the ad-people come up with copy and illustration for the ads. ADVERTISING Its advertising has also started using tongue-in-cheek sketches starring the Amul baby commenting jovially on the latest news or current events. though. and beyond. the billboards became. There is something more. they have won the maximum number of awards in India for any ad campaign ever! This little thumbalina. It is pure and simple. Often said to be playing the role of a “social observer with evocative humor”. a topic of conversation amongst millions. therefore. to entertainment. it is what gives strength to Amul. she has a line for everything. like Amul. From the political scene. . and still are. That we laugh because the humour is what anybody would enjoy. With their “hing-lish” (a combination of Hindi and English) punch-lines. Amul is the brand name of 2 million farmers. the Amul ads have come a long way. everyday fun. No other brand comes close to what Amul has been able to accomplish. This formed a large chunk of the collective memory of us Indians. Since then. That difference manifests itself in a larger than life purpose. right where she wants them – wanting more of her and of Amul. from sports to stars. We grew with them as the ads grew with us. Amul. The Amul Pattern has established itself as a uniquely appropriate model for rural development. production and marketing. The purpose – freedom to farmers by giving total control over procurement. members of 10. now vying for the Guinness records for being the longest running ad campaign ever. and it is what is so special about the Amul saga. They are quirky. that makes the Amul brand special and that something is the reason for the commitment to quality and value for money.
And. is always right. Amul has honoured its contract with the consumer. our customer may think we’ve made a mistake. Even when adverse conditions have reduced supplies of products like butter. and it must be good. The fourth part of the contract is service. The third element of the contract is availability. We have a commitment to total quality. In the case of a food product. we have kept prices fair and done our best to ensure that retailers do not gain at the consumers’ expense. Second. We reach hundreds of cities and towns through a cold chain that not only ensures that our products are available. occasionally. A brand should be available when and where the customer wants it. for Amul. That is why. she gets what she pays for. We have always taken pride in the fact that while we earn a good income for our owners – the dairy farmers of Gujarat – we don’t do it at the cost of exploiting the consumer. bacteriological and organoleptic standards. And it means service. For close to fifty years now. But. and the customer. There is no benefit achieved in creating a positive brand image. the contract requires value for money. this means that the brand must always represent the highest hygienic. we may make a mistake – or. and then being unable to supply the customer who wants to buy it. over the years we have built what is probably the nation’s finest distribution network.MARKETING STRATEGIES 4 MAIN STRATEGIES What goes into the ‘contract’ that is a brand name? First is quality. It means value for money. charging what the market would bear. The contract that is symbolised by the Amul brand means quality. . That’s the essence of the contract. we have resisted the common practice of raising prices. In our case. and more. every customer complaint must be rectified to the extent humanly possible. every customer complaint must be heard – not just listened to. as they say. No brand survives long if its quality does not equal or exceed what the buyer expects. If our customer buys an Amul product. There simply can be no compromise. It must taste good. Rather. It means availability. but they reach the customer at the farthest end of the country with the same quality as you would find in Ahmedabad or Vadodara.
This action might not be possible to undo. Are you sure you want to continue?
We've moved you to where you read on your other device.
Get the full title to continue listening from where you left off, or restart the preview.