Assignment On BRAND MANAGEMENT

Submitted to: Prof. Rajan Arora

Submitted By: Swati Gupta

Amul India
Introduction
Amul was set up in 1946 and its full form is Anand Milk- producers Union Ltd. The Brand Amul is a movement in dairy cooperative in India. The management of the brand name is done by the Gujarat Co- operative Milk Marketing Federation Ltd (GCMMF) which is a cooperative organization.

Product Portfolio
Amul is the biggest brand in the pouched milk sector in the world and in India it is the biggest food brand. Amul's range of products includes milk, ghee, milk powders, curd, ice cream, paneer, cream, chocolate, cheese, butter, and shrikhand. The product line is as follows: Products Milk Drinks Amul kool café Powder Milk Amul Spray Infant Milk Food Amul kool milk shake Brands Amul masti spiced buttermilk Amulya Dairy Whitener Amul gold milk Amul Gouda Cheese Amul chocolates Amul kool thandai Amul Instant Full Cream Milk Powder Amul buttermilk Amul Cheese Spreads Amul Mithaee Gulab Jamuns Amul lassee

Fresh Milk Cheese

Desserts

Sagar Skimmed Milk Powder Amul fresh Amul fresh milk cream Amul Amul Pasteurized Emmental Processed Cheese Cheese Amul iceAmul creams shrikhand

Sagar Tea Coffee Whitener Amul shakti toned milk Amul Pizza Mozzarella Cheese Amul Basundi

Milk Drinks  Amul kool café
Amul is the first Indian company to launch ready to serve cold coffee in India. Amul introduces Amul Kool Cafe, the finest Cold Coffee which is prepared from fresh milk and meets the Indian consumer taste. The product is made of standardized milk to give creamier & rich taste. Amul cool cafe is the best drink for summer hot days. The Amul cool cafe comes in many flavours and all the flavours are good then the other ones. The Amul cool cafe is an instant coffee mix, which is ready to drink. It gives the very good taste when it is served chilled. This cold cafe is available in many general stores. The Amul is a very famous and a very standard company, which has been producing the milk products since a decade. It is a very trusted company and the Amul cold cafe is one of such products which are very popular in all over India. Those who don t like the coffee or the taste of coffee, even such people will love the taste of Amul cool cafe.

Product Details: 
It falls under beverage category. It is an alternative to any drink.  The product is sterilized flavoured milk  Available in different flavour s namely Kesar, Elaichi, Coffee, Rose, Mango, Strawberry etc  Offers shelf life of 180 days from the date of manufacture 

Amul Masti spiced butter milk
Amul introduces the Best Thirst Quenching Drink which is Free of Colour, Preservatives, Acids and Sucrose Sugar (unlike Cola drinks) Amul Masti spiced butter milk. As most of us know that the Amul is a very big and standard company, which has been producing many kinds of milk products including chocolates, sweets, ice creams, milk shakes etc. Today I want to talk about the spiced buttermilk, which I tasted recently and it is very nice. I like most of the products from Amul especially the Amul Ice creams are my favourite. But the Amul spiced butter Milk is really something special. It is an ideal drink to have in the summer or even after meals every day. The buttermilk is very good for our body, which is low in fat but good for digestion. The cost of this drink is a bit more but the quality and the taste is good.

Product details:
Unlike carbonated soft drinks, Amul Masti Spiced Buttermilk is 100% Natural and Sucrose Free without any color or preservative added.  It is a low fat product with lower sodium salt content.  The spices and condiments added to the product enhance its taste and flavour.

Powder Milk  Amul spray infant milk food
Amul offer infant milk food. This Amul spray infant milk food is made from partially skimmed milk, sugar, minerals and vitamins. Product formulated on guidelines set by codex commission of whom. Marketed in India since last 25 years. It compositions mainly consist of milk proteins, milk fat, carbohydrates, lactose, sucrose. It also vitamins like a, d, k, b group, c and minerals like calcium, magnesium, phosphorus, iron, copper, iodine, manganese, zinc. All these are necessary for infants so that they acquire all these at early age that helps for their growth and development.

Product Detail: 
Specially made for infants containing necessary minerals and vitamins  Presently only available in India 

Amulaya Dairy whitener
Amulya, a dairy whitener, made its appearance in 1986 and emerged as the leading brand in the segment. Amulya Dairy Whitener is made from partially skimmed milk and sugar. Gujarat cooperative milk marketing federation (GCMMF) offers Amulya Dairy whitener. Marketed in India since last 6 years. This dairy whitener has milk fat of about 20% and milk protein 21%, sugar 18 %, mineral 5 %. Its calorific value is 470 kcal/100gm. This is packed under an atmosphere of nitrogen, which has excellent natural miscibility without the use of lecithin, has a fine granular texture. This is a convenient alternative to condensed milk.

Fresh cream  Amul Fresh Milk
Amul Milk is the most hygienic liquid milk available in the market. It is pasteurized in state-of-the-art processing plants and pouch-packed to make it conveniently available to consumers. The fresh crème is full of rich calories, but some calories are essential for our body every day and that is possible by using the very tasty and delicious Amul fresh crème.

Product Detail: 
This milk is full of nutrients & completely pure.  Amul Milk is Pasteurized Milk.  Every 100 parts of SNF (Solids Not Fat) contains 56 parts of carbohydrates, 34 parts of protein and 9 parts of minerals. 

Amul Shakti toned milk

Amul Shakti is Long Life toned milk. It is fresh and only fresh milk, which has been processed with a technology called UHT (Ultra High Temperature), hence also known as UHT milk. Notwithstanding popular misconception, UHT technology does not involve any use of preservatives. The UHT treatment ensures zero microbial activation, while preserving the maximum flavour, taste, and nutritional value. The aseptic packaging system protects the product from air and light and guarantees a long shelf life of 180 days without refrigeration.

Product Details:
Amul Shakti is a health food drink.  Product belongs to the Nutritional Healthcare segment.  It is meant for all members of the family who want complete nourishment by supplementing their normal food habits.  Amul Shakti twice a day would meet the extra nourishment ideally required by studying children, sportspersons, busy executives, travelers, the aged and convalescents, the expecting and lactating mothers.  Shelf-life of 12 months from date of manufacture

Cheese 

Amul Emmental Cheese

Presenting Amul's Emmental Cheese with holes This famous cheese with a Swiss taste owes its name to the Emmental valley, near Berne in Switzerland. In this famous valley, the tradition of Cheese-making has flourished in the skilled hands of sennen, the local Alpine cowherds. The production of Cheese in Emmental valley can be traced to as far back as 1290 AD. One of the most striking features of Emmental is the `holes' or the `eyes', as they are popularly called. Amul Emmental Cheese has a sweet-dry flavour and hazelnut aroma. This cheese is normally available in the form of a wheel, having convex edges and is covered with a dry-hard rind which is golden-yellow in colour. This rind is to be removed before consumption. Emmental is a ready to eat platter cheese and goes best with wines & cocktails. As opposed to the commonly available processed cheddar cheese, Emmental is actually a `live' cheese, i.e. it has live bacteria, which continue the ripening process, even after the cheese. 

Amul Pizza Mozzarella Cheese

Amul, which is the largest selling brand of Cheese in India, is introducing genuine Mozzarella Cheese for the first time in the country.

Amul Pizza Cheese has Moist, Soft, Elastic texture and has a very timely surface sheen and when fresh, it has a slightly salty blandish taste and pleasant aroma. Because of its stretch ability, i.e. ability to form strings when hot, this cheese is ideal for preparing Lasagna, Veal Cutlet, Alla Parmagnia and as a topping on pizzas. When baked along with pizzas, it melts uniformly, beautifully engulfing all other ingredients of the pizza surface. Mozzarella is an excellent source of milk proteins, which are delicious

Desserts  Amul ice creams
Amul Ice creams are Premium Ice Cream made in various varieties and flavours with dry fruits and nuts. In 1996, GCMMF launched its Amul brand ice cream. India s ice cream market was estimated to be around Rs.8 billion in the year 2000. GCMMF launched its ice creams in fourteen flavors in the city of Mumbai and the State of Gujarat. It was priced at about 30 percent less than the prevailing prices, and it also emphasized that it was fully vegetarian, i.e., it did not contain any gelatin. This was an important attribute to many consumers in Gujarat, which was a predominantly vegetarian state. In less than a year, Amul ice cream commanded a share of about 55 percent in Gujarat and 30 percent in Mumbai; by the year 2000, its share in India as a whole had reached 30 percent. In 1997, GCMMF also scored a major achievement when it managed to get some of the co-operatives in the other States of the country, trying to launch their own ice cream brands, to sell all their ice creams under the Amul brand name. This enabled GCMMF to leverage the capacity of more than 180 co-operatives in the country, with a milk procurement of more than 11 million liters per day, and located close to the markets. 

Amul shrikhand
Amul shrikhand is a very famous and very traditional Indian sweet. Originally this sweet is from Maharashtra state in India. The very big company Amul produces the best quality shrikhand, which is too good in taste. It tastes very good when it is served chilled. It can be a very good combination to eat with the roti or even with the chapathi. The Amul shrikhand is one of the best desserts, which can be kept at home for many days in the refrigerator, and anyone can have at home to serve after meals. The flavour, quality, taste and even the price of the Amul shrikhand is very good. I always keep the stock of this sweet at home to serve it to my family and also for guests. Shrikhand is a traditional sweet. It is the only pasteurized Shrikhand available in the country with smooth texture and extended shelf life. It is made from most modern dairy equipment.

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