Case study of Amul

Amul (Anand milk union limited)

Brief information about brand:

Formed: 14 December 1946 based at Anand, Gujarat, India. It is managed by the
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF). The first Amul
cooperative was the result of a farmers.
Founder: Tribhuvandas Patel. Amul impelled India’s white revolution led by
Tribhuvandas Patel under the guidance of Sardar Patel. Later Kaira District Milk
Union Limited was born in 1946 now Amul. He hired Dr. Verghese Kurien three
years after the white revolution.
It is also the world’s biggest vegetarian cheese brand.
Amul is the largest food brand in India and worlds largest pouched milk brand
with an annual turnover of USD 1050 million (2006-07).

Campaign objective
Without stepping in the hardcore marketing, Amul has made its way of success.
However, with the change in time, Amul has not changed their trademark “Amul
Girl” that seems to be lucky for their brands promotion and success. In their each
and every promotional campaign this “Amul Girl” can be seen. They don’t do
hardcore marketing, they don’t do any branding with celebrity or banners etc.
They play different strategy. The Amul Girl had been the face of Amul since 1966.
Amul not changed their trademark before and anytime. The advertising campaign
is unique because of its wide spread subject matter.

Amul competition was with Polson’s to supply milk to Bombay. In 1952 Bombay
Government terminated Polson’s contract and signed with Amul. Today Amul
members supply more than 9.2 million liters of milk per day. Amul sells 3690
tonners of cattle feed every year.
BCG Matrix
Amul Cheese (Star)
Amul ice-cream, chocolate (question mark)
Amul butter, chocolate drink (cash cow)
Nutrano (Dogs)

Products
Amul markets a wide scope of items of selling 46 products including milk
powders, milk, ghee, chocolate, shrikhand, gulab jamun, dessert, cream, and
others making it the biggest sustenance brand in India with a yearly turnover in
abundance of USD 1 billion (2006-07).

Growth
The Gujarat Cooperative Milk Marketing Federation Ltd. Which marketers Amul
milk and dairy items, detailed a 13% expansion in turnover to Rs 33,150 crore on
March 31,2019.