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National Cooperative PR

AMUL
Brand building @ amul.coop

Brand building @ amul.coop
Jayen Mehta
GCMMF Ltd., Anand
November 10, 2006

Contents

  • Amul – History and Current Operations
  • Amul – Brand Details
  • Amul – Brand Management
  • Amul.com – Extension in the Digital era
  • Amul in Retailing
  • Amul as Asia’s largest Milk Brand

The birth of Amul

  • Linked to the freedom movement of India
  • Founded in 1946 to stop the exploitation of milk producers at the hands of middlemen
  • Inspiration of pre-eminent national leaders
  • A cooperative movement - member control on milk production, processing & marketing
  • A humble beginning with 2 village societies and 246 litres of milk...

Amul - today

  • 2.5 million milk producers families – part of a fraternity of 13 million coop producers nationwide
  • 13,000 village societies – there are over 113,000 coop milk societies pan India
  • 8.1 million litres of milk procured in peak season on a single day – India is the largest producer of milk in the world !
  • Rs 100 million handled in cash daily – Milk is the biggest agricultural crop in India !
  • 13 district Unions – there are 180 cooperative dairy unions across the country

GCMMF - Operations

  • India’s largest food products marketing organisation
  • 4 Distribution Highways
  • 20 Product Groups
  • 400+ SKUs
  • 34 Supply Centres
  • 50 Sales Offices
  • 300 member sales team
  • 5000 Stockists
  • 700,000 Retail outlets
  • Rs 4,500 crore (US$ 1 billion) annual Sales Turnover

Amul

  • It means “priceless” in Sanskrit and many Indian languages

Amul

  • Commitment to Quality
  • Value for money
  • The generation of awareness
  • The fostering of loyalty
  • Development of strong brand identity

 

     
Amul
1956
       
           
 
               
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Ice cream
1996
 
Chocolates
1973
 
Shrikhand
1980
 
Fresh Milk
1956
 
Milk
Power
1958
 
Cheese
1962
  Breadspread  
Ghee
1956
 
 
 
 
 
 
 
 
 
 
 
 
 
 
 
Fat Free Dessert
2002
 
Nutrauamul
1973
 
Gulabjamun
1997
 
UHT Range
1980/99
 
Amulspray
1968
 
Cheese Spread
1986
 
Amul Butter
1956
  Cow Ghee
2002
 
 
 
 
 
 
 
 
 
 
 
 
 
   
Softy Mix
2001
 
Eclairs
2001
 
Gulabjamun mix
1999
 
Condensed Milk
1996
 
Amul WMP
1960
 
Paneer
1997
 
Amul Lite
1994
   
   
 
 
 
 
 
 
 
 
 
 
 
   
   
Amul Shakti
2003
 

Kulfi Mix
2001

 
Buttermilk
1998
 
Amulya
1987
 
pizza Cheese
1998
 
Margarine
2004
   
   
 
 
 
 
 
 
 
 
 
       
   
Chocozoo
2005
 
Laddoo
2004
 
fresh Curd
1999
 
Amul IMF 1&2
2001
 
Emmental Cheese
1999
       
       
 
 
 
 
 
 
 
       
       
Basundi
2005
 
Flavoured Milk
2001
 
Instant FCMP
2002
 
Frozen Pizza
2002
       
       
 
 
 
     
 
       
       
Khoa
2006
 
Fresh Cream
2002
     
Gouda Cheese
2002
       
           
 
               
           
Kool Cafe
2005
               
 
GCMMF: PRODUCT PORTFOLIO
CATEGORY BRAND NAME MKT SH % RANK
IMF AMULSPRAY 65 % # 1
DAIRY WHITENER AMULYA 60 % #1
FCMP AMUL WMP 80 % #1
S M P SAGAR SMP 40% #1
BUTTER AMUL BUTTER 80% #1
BREADSPREAD AMUL LITE 80% #1
CHEESE AMUL CHEESE 60% #1
CHEESE SPREAD AMUL CH SP. 90% #1
EMMENTAL SWISS CHEESE 90% #1
MOZARELLA PIZZA CHEESE 75% #1
 
GCMMF: PRODUCT PORTFOLIO
CATEGORY BRAND NAME MKT SH % RANK
MILK AMUL   # 1
GHEE SAGAR GHEE 10 #1
  AMUL GHEE 8 #2
ICE CREAM AMUL ICECREAM 40 #1
CONDENSED MILK MITHAI MATE 50 #1
ETHNIC SWEET AMUL SHRIKHAND 50 #1
CHOCOLATES AMUL CHOCOLATES 10 #3
BROWN BEV NUTRAMUL 15 #4
 

Amul : Brand Management

  • Appointment of Professional Advertising Agencies since 1956 (ASP, dCA, Radeus, Ulka)
  • Appointment of Professional Distribution Agency (Voltas, Spencers) till 1983
  • Creation of GCMMF in 1973
  • A marketing Team “Product Management Group” for brand care..

Amul : Brand Repositioning

  • Scenario post liberalisation in 1992:
  • Likely threat of competition in various categories
  • Increasing media costs and fragmentation
  • Decision to consolidate brand position as “The Taste of India ” in 1995
    Brand Equity : Indicators
  • Perceived Quality
  • Perceived Value
  • Loyalty
  • Brand Awareness
  • Market Share
  • Leadership
  • Brand Personality
  • Distribution Coverage
  • Price Premium
  • Organisational Association


Brand : Core Identity Augmented by :

•  Brand as Product
•  Product Scope
•  Product Attributes
•  Quality/Value
•  Uses & Users
•  Brand as Organisation
•  Organisation attributes
•  Local v/s Global
•  Brand as Person
•  Brand Personality
•  Brand - Customer relationship
•  Brand as Symbol
•  Visual imagery and metaphors
•  Brand Heritage

Why is it hard to build brands ?

  •  Pressure to compete on price
  •  Proliferation of competitors
  • Fragmenting markets and media
  • Complex Brand Strategies and Relationship
  • Bias towards changing strategies
  • Bias against innovation
  • Pressure to invest elsewhere
  • Short Term pressures

Amul
The Challenges in 90's

  • Consumer Demand to widen the product range.
  • Franchising the brand pan India to increase availability of fresh products.
  • Globalisation : Dedicated brand building campaign in international markets.

www.amul.com

  •  Among first Indian corporates on the net (since March 1996)
  • Launch of Amul Cricket Rankings (Sep 1998)
  • Launch of Amul Cyberstore in US (March 1999)
  • Launch of Amul Cyberstore – India (June 1999)
  • Launch of Amulmail.com – (Sep 1999)
  • Launch of Member Dairies Websites – (Sep 2000)
  • Launch of Amulgreetings.com (Dec 2000)
  • Launch of Amul Icecream Cyberstore (Jan 2001)
  • Launch of Amul.tv (Jan 06)
  • Launch of Amulwd.com (March 06)

Digital Marketing : Key Benefits Experienced

  • Accessibility of brand & organization becomes global. Dramatic increase in export enquiries since 1996 – both from trade as well as consumers
  • High customer involvement due to ‘ emotional attachment' with the brand
  • The topical advertising campaign (updated weekly) and Cricket Rankings (updated daily) helps in generating continuous interest
  • Regional Hubs ( USA , Dubai , India , Singapore ) to facilitate ebusiness transactions in a highly restricted dairy product export market.

Next Steps

  • Build Product specific sites
  • Build WAP site
  • Build each Member dairy web site
  • Enable e-transactions in village coops

 

A
  Afghanistan
I
  Iraq
R
  Russia
  Algeria
 
S
  Saudi Arabia
  Angola
J
  Japan   Sierra Leone
  Australia
K
  Korea   Singapore
B
  Bahrain   Kuwait   South Africa
  Bangladesh
L
  Laos   Sri Lanka
  Benin
M
  Madagascar   Sudan
  Bhutan   Malaysia   Syria
  Botswana   Maldives
T
  Taiwan
  Brunei   Mauritius   Tanzania
C
  Cambodia   Myanmar   Thailand
  China
N
  Nepal
U
  UAE
D
  Dubai   New Zealand   Uganda
E
    Nigeria   UAE
  Ethiopia
O
  Oman
V
  Vietnam
F
  Fiji
P
  Pakistan
W
  West Indies
G
  Gambia   Philippines
Y
  Yemen
H
  Hong Kong
Q
  Qatar
Z
  Zanzibar
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