1. PRESENTATION
ON
AMUL
Presented By:
Priyanka Sharma

3. Content:
Introduction
History
Production Process of Milk
The Amul Model
Consumer Based Products Segmentation
Promotion Strategy
Reasons for Success
Facts and Figures
SWOT Analysis
Future Plans

4. Introduction:
The brand name Amul means “AMULYA”.
This word derived form the Sanskrit word “AMULYA”
which means “PRICELESS”.
Amul products have been in use in millions of homes
since 1946.

5. Founder Of The Amul Company
 Dr. Verghese Kurien was the founder of the Amul
Company.
 He was the Chairman of the GCMMF (Gujarat Co-
operative Milk Marketing Federation Ltd), an apex
cooperative organization, based in the Anand town of
Gujarat, India.

6. History:
Formed in1946, is dairy co-operative movement in India.
A brand name managed by Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF)
Amul spurred India's White Revolution, which made the
country the world's largest producer of milk and milk
products

7. White Revolution (1966):
 Verghese Kurien’s Amul
experiment in Gujarat soon
blossomed into the much
larger Operation
Flood, spread over 23
states, 170 districts and
90,000 village cooperatives.
It changed India from an
importer to the world's
largest milk producer and
exporter.

8. About Amul:
The Tagline/Slogan:
“The Taste of India”
The Jingle:
Utterly, Butterly, Delicious…..Amul
The Character/Mascot:
The Amul moppet has been the mascot
of Amul since 1967, sporting a young girl in red polka dot frock
with 'utterly butterly delicious’ jingle.

10. Step 1:

11. Step 2:

12. Contd..

18. Contd..

22. Contd..

26. Advertisements
 AMUL is well known for its innovative hoardings.
Some of the Amul Hits are:
Tension between the two
Khans of Bollywood- March
'09.
Terrorists attack the Sri-
Lankan cricketers in Lahore
-Feb'09

28. Contd..

29. AMUL sponsored the Singing CompetitionAMUL Star Voice
of India, Music ka Maha Mukabla.

30. Amul Sponsored Master Chef India- Kitchen Ke
Superstar

31. Reasons for Success:
 Robust Supply Chain
 Low Cost Strategy
 Diverse Product Mix
 Strong Distribution Network

33. About Amul:

34. Amul – Product Portfolio:

35. GCMMF Turnover:

37.  SWOT ANALYSIS Strengths
 SWOT ANALYSIS Weaknesses
 SWOT ANALYSIS Opportunities
 SWOT ANALYSIS Threats

38. SWOTANALYSIS Strengths:

39. SWOTANALYSIS Weaknesses:

40. SWOTANALYSIS Opportunities:

41. SWOTANALYSIS Threats:

43. Amul "Utterly Delicious" Parlours
 Amul has recently entered into direct retailing through
"Amul Utterly Delicious” parlours.

44. Amul to launch bottled water Narmada Neer
 Brand Amul is all set to enter the bottled water segment.
The company will process the water at its Vadodara
facility.
Earlier, Amul did market a bottled water
Jaldhara, produced by the National Dairy Development
Board, almost a decade ago.

45. What more can Amul do?
Amul can venture out on new products like Toned
milk, Condensed milk that can be used for sweets, Baby
food products.
There are certain products like Amul basundi, gulab
jamoon, chocolates etc. which are not as popular as Amul
ice cream.
Though Amul’s hoardings are a huge success, it can
penetrate even better in the rural areas by advertising
through the media.