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    Amul

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    Dipti Sahu
    Amul was founded in 1946 in Anand, India as a cooperative organization owned by milk producers. It is now one of the largest food conglomerates in India, known for its high quality dairy products sold at reasonable prices. Amul pioneered innovative advertising campaigns featuring the iconic Amul girl mascot that have run continuously for over 50 years. The cooperative structure and focus on producers has allowed Amul to become the most successful dairy development model in India through strategies like maintaining low prices, expanding their product portfolio, and building an extensive distribution network.

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    Amul

    Uploaded by

    Dipti Sahu
    266 views13 pages
    Amul was founded in 1946 in Anand, India as a cooperative organization owned by milk producers. It is now one of the largest food conglomerates in India, known for its high quality dairy products sold at reasonable prices. Amul pioneered innovative advertising campaigns featuring the iconic Amul girl mascot that have run continuously for over 50 years. The cooperative structure and focus on producers has allowed Amul to become the most successful dairy development model in India through strategies like maintaining low prices, expanding their product portfolio, and building an extensive distribution network.

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    Amul was founded in 1946 in Anand, India as a cooperative organization owned by milk producers. It is now one of the largest food conglomerates in India, known for its high quality dairy products sold at reasonable prices. Amul pioneered innovative advertising campaigns featuring the iconic Amul girl mascot that have run continuously for over 50 years. The cooperative structure and focus on producers has allowed Amul to become the most successful dairy development model in India through strategies like maintaining low prices, expanding their product portfolio, and building an extensive distribution network.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    266 views13 pages

    Amul

    Uploaded by

    Dipti Sahu
    Amul was founded in 1946 in Anand, India as a cooperative organization owned by milk producers. It is now one of the largest food conglomerates in India, known for its high quality dairy products sold at reasonable prices. Amul pioneered innovative advertising campaigns featuring the iconic Amul girl mascot that have run continuously for over 50 years. The cooperative structure and focus on producers has allowed Amul to become the most successful dairy development model in India through strategies like maintaining low prices, expanding their product portfolio, and building an extensive distribution network.

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    You are on page 1of 13

    By- Shivani, Dipti, Sandeep, Shyam, Abhishek Rajan

    INTRODUCTION

    AMUL means "priceless" was suggested by a quality control expert in Anand.

    Amul products have been in use in millions of homes since 1946. (Turnover: Rs. 80.05 billion in 2009-10).

    Today Amul is a symbol of many things. - Of high-quality products sold at reasonable prices. -Of the genesis of a vast co-operative network. -Of the triumph of indigenous technology. -Of the marketing savvy of a farmers' organisation. -And of a proven model for dairy development.

    HISTORY

    Amul was born in 1956. Amul butter advertising emerged in 1965, entering the guinness world records. Advertising and sales promotion(ASP) by Sylvester Da Cunha in 1966. Amuls first campaign was made for the TV in the mid-sixties and it was only later the outer campaign was planned.

    PRODUCT PORTFOLIO

    REASON TO SUCCESS

    People power Brand umbrella Low-cost price strategy Introducing higher value products The distribution network Managing supply chain Business market Co-ordination

    MIX PRODUCT FOR EVERYONE


    Product for youth Amul launched chocolate milk under brand name of amul kool koko targeting the youth. Product for diabetic people Indias first pro-iabetic wellness ice cream and sugar free delights for diabetics. Product for health conscious Amul launched low fat, low cholesterol bread spread. Product for the price sensitive india Low priced amul ice cream and affordable sugar whitener. Product for urban class Amul launched emmental gouda and pizza mozzarelia cheese

    Amul Hoardings...it can't get butter,coz it's the best!

    On External Affairs Minister Mr. K. Natwar Singh & Congress Party indicted by U.N.Committee's report on the corruption-ridden Iraqi oil-for-food scandal November'05

    TASTE OF INDIA HITS

    MASCOT

    have completed the 50 years if its existence is Amul butter brand's mascot and loved by the Indian public. And for Amul Girl - Moppet the journey began with the tag line "utterly buttely delicious amul" being sung by a small girl in a polka-dotted frock and it lead to the making of a star in the cluttered field of advertising which stood out among the peers and got noticed and made a place for itself in the hearts of the billion Indians. The success of this mascot based campaign can also be judged from the fact that the campaign is about to enter the Guinness Book of World Records for the longest running branding campaign ever.

    PRODUCT DIVERSIFICATION AMUL THE TASTE OF INDIA


    Seeking unfamiliar products or markets in the pursuits of growth with both dairy and non-dairy products

    CONCLUSION

    The utterly butterly girl has managed to keep her fan following intact.

    The ultimate compliment to the butter came when a British company launched a butter and called it utterly butterly

    In India, food was something one couldn't afford to fool around with. It had been taken too seriously, for too long. Sylvester da cunha decided it was time for a change of image.

    THANK U!!!

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