Company profile

Formed in1946,is dairy co-operative movement in India. A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF) Jointly owned by 2.6 million milk producer in Gujarat. Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world. Overseas market Mauritius, UAE, USA, Bangladesh, Australia. Dr. Varghese Kurien former chairman of GCMMF the man behind the success of Amul.

BRAND ELEMENTS
Character / Mascot Name Logo

Brand Element
URL
Jingle

Tagline/ Slogan

Keller Brand Elements Model 1. 2. 3. 4. 5. 6. Brand Name: Amul is the acronym of Anand Milk Union Limited. The Logo: 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. The URL: www.amul.com

Product Mix of Amul

PRODUCT MIX
Cheese Amul pasteurized processed cheese Amul cheese spreads Amul emmentel cheese Amul pizza mozzarella cheese Gouda cheese Cooking Amul pure ghee Amul cooking butter Amul malaipaneer Utterly delicious pizza Mastidahi Desert Amul ice cream Amul shrikhand Amul mithaigulabjamun Amul chocolates Amul lassi Amul basundi Health Drink Nutramul Amul shakti health food drink

PRODUCT MIX
Bread Spread Margarine Amul butter Amul lite Delicious table Milk Drinks Amul koolmilkshake Nutramul energy drink Amul koolflavouredb ottled milk Amul mastispiced buttermilk Amul koolthandai. Powder Milk Fresh Milk Amul fresh milk Amul gold milk Taza double toned milk Amul liteslim and trim milk Amul fresh cream Amul shakti toned milk Amul calciplus

Amul spray infant milk food Amul instant full cream powder Sagar skimmed milk powderr Sagar tea coffe whitener Amul dairy whitener

Mix Product for every one

Amul never forgot its primary customer - Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate) Product for youth - Amul launched Chocolate milk under brand name of Amul Kool Koko targeting the youth

Product for diabetic people - Indias First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics

Mix Product for every one

Product for the health conscious
-

Amul Launched low fat, low cholesterol bread spreads

Product for the price sensitive India - Low Priced Amul Ice Creams and
affordable sagar whitener

Product for the urban class - Amul launched emmental,

gouda and pizza mozzarella cheese

Amul Integrated Marketing Communication

Communication Strategies: Amul mainly uses indirect action advertising to create a long term relationship with the consumer & never adopted aggressive selling practices. Mainly two type of communication strategy was adopted by Amul.

1. Consumer Advertising 1. Institutional Advertising

Amul Integrated Marketing Communication

Media Platform: Amul has used following medial platform for creating a high brand equity. 1. Broadcast Media: Television 2. Non Broadcast Media: Cinemaamul.tv.com

3. Print Media: Newspapers, General interest Magazines 4. Internet or Social Media: Independent websites, Portals, CSR activities. 5. Outdoor Media: Hoarding / Billboards