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TASTE OF INDIA, AMUL comes from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited . AMUL was formed under the dairy cooperative movement in India in 1946. 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 is the brand under this organization.Amul is the largest food brand in India and world's Largest Pouched Milk Brand. GCMMF Today 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. GCMMF markets and manages the Amul brand. From mid-1990's Amul has entered areas not related directly to its core business The AMUL experience has attracted considerable interest from the development community predominantly anthropologists, development & agriculture economists, and political scientists. Key areas of their enquiry have been the role of AMUL in reducing social and economic inequality

Company History
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.

Amul is located in the town Anand which is in the state of Gujarat and it has set up itself as a model for development in the rural areas. For Amul Brand has started the Revolution White of India which has helped to make the country the biggest

manufacturer of milk and its by products in the whole world. Amul has around 2.6 million producer members and the total capacity for handling milk is around 10.16 million liters every day. The brand's capacity for milk drying is around 594 Mts. each day and its capacity for cattle feed manufacturing is about 2640 Mts. each day.

PRODUCT A product is anything that can be offered to a market for attention , acquisition , use, orconsumption that might satisfy a want or need A product is anything that satisfies a need or wants and can be offered in the exchange. A productcan be goods, service or idea. Without product there is no marketing. This includes productvariety, quality, product design, and brand name, sizes, warranties. AMUL produces and sell the product i.e. milk; it has to plan its product very carefully so that the consumer gets only goodquality products. RAW MILK:pasteurization 1.DriedSkimmed MilkPowder 2.Packaged Milk a.Ice cream b.Beverages 3.Condensed a.Ghee b.Butter c.Cream MARKETING OBJECTIVES Identify & cater to emerging markets all over India Create awareness about the brand name and increase customer loyalty. Tackle the problem of imitation of design. Increase retailer satisfaction by providing better margins. PRODUCT STRATEGIES Product Create awareness about its different brands thereby enabling the customer to differentiate between its various brands. Copy-write the packaging design to preserve the distinguishing identity barring competitors fromimitating the same.

Introduction of larger volume pouches in line with economy packs to provide large scale buyers price benefits. Different shaped pouches for its products for easy identification, e.g Square shaped pouch for AmulTazaa, rectangular shaped for Amul Gold, etc. Place Place refers to marketing activities that make products available to consumers at the right time in a convenient location. It is the process of moving products from the producer to the consumer, which may involve several steps and the participation of multiple. AMUL has developed federation and AMUL parlors located in several part of country. The GCMMF handles the works relating to managing of stocks and distributors in country. Thus GCMMF look after thedisbursement of product to the various marketing channels. Price It is the value, usually in monetary terms that sellers ask for in exchange for the products they are offering.Pricing and product image are closely related. Customers will pay a higher price for well known, well regarded products, partly because of the image created through advertising and other promotions. Thisincludes list price, discount, allowance, and credit terms. The prices of products of AMUL are also decided by the GCMMF. The GCMMF conducts the market survey to check the validity and feasibility of prices inthe market and accordingly decides the prices of AMUL products.However, the price is inclusive of several elements like,Cost of milk. Labour cost.Processing cost.Packaging cost.Advertising cost.Transportation cost.Sales promotion costs.Taxes etc.The GCMMF considers all these cost aspects and set them up in pricing structure to decide the selling price of milk and milk products. Promotion Place refers to marketing activities used to communicate positive, information about an organization, its products and activities to directly or indirectly expedite exchanges in target market. It includes a variety of techniques including advertisement, sale promotion, public relation and personal selling that are used tocommunicate with customers and potential customers. AMUL promotes its products through newspaper, T.V.; hoarding etc. television is the best media foradvertising. The GCMMF however uses hoarding for advertising in local areas. Hoarding designed on thecreative basis attract the customer more. PRODUCT MIX Amul 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.
Amul mainly produces dairy product which falls under nondurable goods category but also produces durable goods ExamplesDurable Goods :Milk Powders,Ready to Serve Soups Non Durable Goods:- Fresh Milk,Cheese Range & Ice creams Products width diagram:in paper



The width of a product mix refers to the total number of items in the mix. Example: The total number of items are 8. ( bread spreads , cheese , desert, cooking,health drink, milk drinks,powder milk & fresh milk Product-length The length of a product mix refers to the total number of items in the mix. Example:The total Length of Amuls Pro uct mix is 42

Total width of Amuls Product mix is 8 ( No of lines)Hence the average product length is ( Total Length / Number of lines) = 44/8 is less than 6 Product Depth The depth of a product mix refers to how many variants are offered of each product in the line Amuls Product Depth Line stretching Every companys product line covers a certain part of the total possible range. Line stretching occurs when a company lengthens its product line beyond its current range. The company can stretch its linedown market, up-market or both ways. Example : Amul is now aggressively adopting the down market stretch by introducing ( CHHOTA AMUL, Priced at Rs. 5 to take advantage of the Bottom of the Pyramid i.e. to individual of low income group.) Amul has been introducing products with consistent value addition but never left the core philosophy of Providing milk at a basic, affordable price N a m e o f P r o d u c t V a r i a n t s P r i c e

Amuls advertising strategy has followed the concept of Umbrella Branding. Amul is the common brand name for most of its products across categories. For instance, the Amul girl has also been used to advertise Amul ghee and milk. Its ad campaign Amul doodh peeta hai India, conceptualised & created by FCB-Ulka, was drafted to proclaim its leadership position and was targeted at people across all income categories. The


corporate campaign The Taste of India caters to people belonging to all walks of life & across cultures. It is circled around a one day old child who needs milk as much as to a dead man who needs ghee. Umbrella branding can be a successful marketing strategy. However, this depends on having a consistent and clear brand identity across the variants. It also needs to be recognized that, while this approach can help kick start variant launches, halo effects are not guaranteed. Brand Strategy Umbrella Brands.Amuls Strategy Of Using Umbrella Branding Has Really Paid Off Amuls Moralist For Single Umbrella Branding Dropped Their Single Umbrella Brand Strategy In read more about Brand Strategy Umbrella Brands.New Marketing Strategies By Amul Milk And Tata Tea Making Waves .Indias Introduction To Convenience Packs Started Through Two Food Products Milk And Tea .AMULs Best Practices Umbrella Brand Strategy The GCMMF Skillfully Avoids Interunion Conflicts Through This Strategy By Giving Every Union And Subbrand The Opportunity To read more about Amul .Marketing Practice Amul The Taste Of India Utterly Delicious Too.What I Like Most About The Amul Brand Is That They Have Been Consistant Over The Communication Campaign And Brand Strategy AMUL Has Positioned Itself As Taste Of India.

The various brands of Amul's bread spreads are Amul Lite, Amul Butter, and Delicious Table Margarine. The Brand Amul's milk drinks are sold under various names such as Amul Kool, Amul Kool Cafe, Kool Koko, Amul Kool Chocolate Milk, and Amul Masti Spiced Buttermilk. Amul's powder milk are sold under many names like Amulya Dairy Whitener, Sugar Tea Coffee Whitener, Sugar Skimmed Milk Powder, and Amul Instant Full Cream Milk Powder. The brand's cheese are also sold under various names such as Gouda Cheese, Amul Cheese Spreads, and Amul Emmental Cheese.

Amul Brand's desserts are sold under many names like Amul Basundi, Amul Lassee, Gulab Jamun Mix, Amul Shrikhand, and Amul Ice Creams. The network follows an umbrella branding strategy. Amul is the common brand for most product categories produced by various unions: liquid milk, milk powders, butter, ghee, cheese, cocoa products, sweets, ice-cream and condensed milk.

Amul's sub-brands include variants such as Amulspray, Amulspree, Amulya and Nutramul. The edible oil products are grouped around Dhara and Lokdhara, mineral water is sold under the Jal Dhara brand while fruit drinks bear the Safal name. By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union conflicts but also created an opportunity for the union members to cooperate in developing products.

Discuss Amul's Umbrella Branding and Distribution network strategy.

An umbrella brand is a brand that covers diverse kinds of products which are more or less related. It applies also to any company that is identified only by its brand and history. It is contrasted with individual branding in which each product in a portfolio is given a unique identity and brand name. Amul has high brand equity and umbrella branding of Amul has helped the company in bigger sense. Amulss brand name has helped its other brands also like Mitahi made, Amul Ice creams, chocolates, Amul Kool etc. So umbrella Brand, Amul is used to build and offer value to customers in bigger sense. In literal sense, a company has high brand equity if it has multi dimensions. Amul has explored various available opportunities to reach to mass customers. It has opened a community on public forums like orkut, sponsored events like Amul voice of India etc. The brand value of Amul will surely help company to maintain the status of largest food brand in India at least for sometime in future. Amuls strategy of using umbrella branding has really paid off. Amuls advertising and marketing spend has never exceeded 1% of its revenues. Amuls creativesin the form of billboards or the Taste of India campaignhave always managed to evoke a larger-than-life brand feel, consistency and spirit of Indian culture in a contemporary way.

C heese Prod uc ts B read Spreads Mi l k Drin ks & Desse r ts Fres h Mi l k I ns tan t Food
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