Amul the taste of India name is very familiar to each and every citizen of India and along with them small children knows it's name ......it has become very popular because of its taste ,texture of product,brand image and lastly but not least it's impact .....that is taste which remains in mind of each person .....every day Amul products are used by millions of people not only in India but also outside India .
Day by day customers of Amul are increasing.......people loves Amul and whenever it comes to hygiene and taste they don't just want to compromise....they just need Amul...
Now there's a question in everyone's mind ...that is how Amul has created such a popular brand image ???
Let's get deep into this question ....and find out its answer....
Gujarat Co-operative Milk Marketing Federation Ltd, which markets the Amul brand of milk and dairy products, reported an 8% increase in turnover at Rs 29,220 crore for the financial year ended March 31, 2018.
Anand Milk Union Limited or Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat.
Formed in 1948, it is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 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.
White revolution was spearheaded by Tribhuvandas Patel under the guidance of Sardar Patel. As a result, Kaira District Milk Union Limited was born in 1946. Tribhuvandas became the founding chairman of the organization and led it until his death. He hired Dr. Verghese Kurien three years after the white revolution. He convinced Dr. Kurien to stay and help with the mission.
Kurien, founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul's marketing.Amul has ventured into markets overseas.
Marketing strategy of Amul:
- Brand strategy of Amul:
As they promote all their products under one common brand name – Amul, it allows to gain more brand visibility and results in lesser marketing and advertising costs. Having a top of the mind positioning, excellent supply chain channels, Amazing product line, and the low pricing strategy have all helped the brand grow.
- Product Portfolio of Amul:
Amul has a diversified product portfolio and has been able to cater to the needs of all the segments from kids to old alike. The list of products which Amul contains are: Amul Milk, Amul Taaza, Amul slim trim milk etc, Bread spreads (Amul butter, Amul Lite, delicious table margarine, unsalted butter, garlic butter), Amul Cheese, UHT milk, Amul Beverages (Amul kool flavoured milk, Amul masti buttermilk), Amul Ice cream, Paneer, Dahi, Ghee, Amul chocolates, fresh cream, pouch buttermilk.
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- Innovation strategy of Amul:
Amul has always been known for coming up with new innovative products for different customer segments. For its continuous innovation, the brand won the “CNN-IBN Innovating for Better Tomorrow Award” and “World Dairy Innovation Award” in the year 2014. The three-tiered Amul Model helped the cooperative to change from its traditional methods to more efficiently functioning one.
- Pricing Strategy of Amul:
Amul always catered to the needs of all economic segments without any compromise on their product quality. Products that cover a huge market segment and are used on the daily basis like milk, ghee, ice-cream, cheese, butter are tried and provided at rates lesser than that of their competitors. With the rise in the Indian economy, transportation cost, storage cost, labor cost etc have piled up but still, Amul provides quality products at a fair and affordable price in comparison to its competitors, thus emerging as the most preferred brand.- Efficient Supply Chain Management of Amul:
The Amul model is a three-tier cooperative structure which consists of a dairy cooperative society at the village level that is affiliated with milk unions at the district level which in turn is federated to a milk federation at the state level. Milk is collected at the village dairy society, procured and processed at the district milk union and marketed at the state milk federation. The model was found to be so amazing that Dr. Verghese Kurien was asked to replicate this model all over the country under Operation Flood in the 1970’s as this model had the efficiency and swiftness in its operations. The Amul model has helped India become the largest milk producer in the world.
- Advertising Campaign of amul:
Amul has been awarded the Guinness World Record for the longest running advertisement campaign. The Amul girl- a cartoon figure, is used by the company to promote their brand. Amul generally uses the current news scenario with a bit of sarcasm and wit for their promotion which usually connects with the audience well. Amul’s Utterly Butterly girl has managed to keep her fan following intact and on 17 October 2016, celebrated 50 years from when she first appeared in the topical ad titled “Thorough bread”.
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