A PROJECT REPORT

ON

BRAND AUDIT

Brand:

AMUL

Submitted By: Milind Sawant (41)

Narendra Saini (36)

Nadeem Usmani (54)

AMUL – History

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand.

GCMMF:

Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money.

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. In January 2006, Amul plans to launch India's first sports drink Stamina, which will be competing with Coca Cola's Powerade and PepsiCo's Gatorade .

Amul is the largest food brand in India and world's Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with

milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets .Other potential markets being considered include Sri Lanka.

Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF.

ACHIEVEMENT:

Amul : Asia‟s largest dairy co-operative was created way back in1946 to make the milk producer self-reliant and conduct milk- business with pride. Amul has always been the trend setter in bringing and adapting the most modern technology to door steps to rural farmers.

Amul created history in following areas:

1. First self motivated and autonomous farmers‟ organization comprising of more than 5000000 marginal milk producers of Kaira District.

2. Created Dairy co-operatives at village level functioning with milk collection centers owned by them.

3. Computerized milk collection system with electronic scale and computerized accounting system.

4. The first and only organization in world to get ISO 9000 standard for its farmer’s co-operatives.

5. First to produce milk from powder from surplus milk.

Amul is the live example of how co-operation amongst the poor marginal farmers can provide means for the socio-economic development of the under privileged marginal farmers.

Amul in abroad:

Amul is going places. Literally. After having established its presence in China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing Federation (GCMMF), India‟s largest milk cooperative, is waiting to flood the Japanese market.

Then, GCMMF is also looking at Sri Lanka as one of its next export destinations. Amul products are already available on shelves across several countries, including the US, China, Australia, West Asian countries and Africa.

GCMMF recorded a turnover of Rs 2,922 crore last fiscal. Its products include pouch milk, ultra heat treated (UHT) milk, ice-cream, butter, cheese and buttermilk.

Ownership

In the year 1946 the first milk union was established. This union was started with 250 liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand name AMUL in 1955.

The brand name Amul means “AMULYA”. This word derived form the Sanskrit word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the brand name “AMUL”. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a symbol of many things like of the 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' organization. And have a proven model for dairy development (Generally known as “ANAND PATTERN”).

In the early 40’s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates’ farmers by the private traders. The traders used to

beside the prices of milk and the farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkha village near Anand, on 4th January 1946. He advised the farmers to form a society for collection of the milk.

These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village co-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union.

However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand.

Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was

registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.

Target Customer Profile

Customer Based Segmentation

Industry Base Segmentation

Brand Elements

1. The Brand Name: "Amul," is the acronym of Anand Milk Union Limited, comes from the Sanskrit "Amoolya," meaning Precious/Priceless. It was suggested by a quality control expert in Anand.

2. The Logo:

3. The Tagline/Slogan: “The taste of India”

4. The Jingle: Utterly, butterly, delicious … Amul

5. 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.

6. The URL: www.amul.com

All these brand elements have built a reputation and a very high brand equity for Amul.

Amul - Communication

Before Amul entered the picture, companies used conventional methods of advertising where the focus was only on the food products and the tone of the pitch was serious. Amul changed the way food products were communicated to the people in India. It always advertised its mother brand – Amul, and not its products like butter, pizzas, or cheese. It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter. The butter, which had been launched in 1945, had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads. The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else.

Amul has been consistant over the communication campaign and brand strategy. AMUL has positioned itself as " Taste of India " and have ensured that their communication is in line with their positioning strategy

By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union conflicts but also created an opportunity for the union members to cooperate in developing products

Consumer Advertising:- This is also called end product advertising .such advertisements are primarily directed at consumers. These are the advertisements which are most prominent as very substantial portion of the total advertising budget is directed to potential buyers of consumer products through mass media. The fact that the number of buyers of consumer items are generally very large and are widely distributed over a large geographically area further , enhances

the importance of consumer advertising as a marketing tool. Amul had resorted to consumer advertising as it ‘s target was the middle class of indian sector.but the point to be noted is that they relied more upon emphasizing their brand rather than single product.

Institutional advertising: institution advertising s also called corporate advertising . it’s a public-relation-approach advertising. Amul had wanted to build a goodwill for its brand and also it is always expressing a viewpoint on a controversial issue through the use of billboard which we are going to discuss under media platform used.

Indirect Action Advertising : Indirect action advertising as against direct action advertising does not attempt to bring about an immediate behavioral response . The purpose of Amul was not to bring about an immediate behavioral response but the aim of advertisements was to create a image in the minds of consumer regarding Amul. Amul wanted to build long term relation with its customers that is why it never adopted practice of aggressively selling the product.

Pricing strategy adopted: Thus, AMUL adopted a low price strategy to make their products affordable and guarantee value to the consumer. The success of this strategy is well recognized and remains the main plank of AMUL's strategy even today. The choice of product mix and the sequence in which AMUL introduced its products is consistent with this philosophy. Beginning with liquid milk, the product mix was enhanced slowly by progressive addition of higher value products while maintaining desired growth in existing products. Even today, while competing in the market for high value dairy products, GCMMF ensures that adequate supplies of low value products are maintained. Amul was/is targeting middleclass people so it has always been inclined to keep its price low and at same time it assures of reasonable quality.

Huge ad campaigns are not always necessary, what you need is a genuinely interesting way to interact with your customers, tell them your story and engage them in a conversation, even if you are selling something that is soo commoditized like butter. Thus Amul believed that huge expenditure on advertising was not always necessary , if an Advertisement has creativity and ingenuity it will achieve its purpose for which it has been designed.

Media Platform Used by Amul ?

Media Planning: It is important phase of advertising campaign after creative strategy that is preparation of the right message. Until and unless , the message is communicated through the right medium to target customers the target is of no use .

Amul was also facing the challenge of which advertising media to adopt which should integrate with its objectives which were :

AMUL’s business strategy is driven by its twin objectives of:

(i) long-term, sustainable growth to its member farmers, and

(ii) value proposition to a large customer base by providing milk and other dairy products a low price

Amul has made the use of following media platforms till know :

1. Outdoor media : hoardings/billboards

2. Broadcast Media : television

3. Non-broadcast Media : cinema

4. Print media : newspapers ,general interest magazines

5. Internet : independent websites ,portals

OUTDOOR MEDIA : HOARDINGS

The cooperative has been making extensive use of hoardings for promoting its flagship brand ‘Amul Butter’ since 1966, and is all set to enter the Guinness Book of World Records for the longest run promotion campaign. The advertisements are in the outdoors category and are communicated through hoardings at busy junctions in all major cities across India. Amul had used outdoor advertising to a good effect with the middle class people as their targets they were able to create an image for their brand in the minds of consumer .

The ads have a central character – a cherubic, wide-eyed, dressed in a polka-dot frock, and blue-haired girl/baby who is perhaps around 4-6 years old. A new ad is apparently created every week and these ads revolve around the latest happening thing (good/bad/ugly) in the country (or local states) and can be anything associated with politics/sports/movies/people/laws/general events etc. The ads are very creative, witty, humorous, whacky and sometimes controversial but invariably elicit a laugh, chuckle or at least a smile from almost everyone who understands the context. The ads relate butter to the topic of the ad in a very amazing & intriguing manner…primarily by playing with words. The words can be in plain English or Hinglish. Mascot advertising ( will be dealt with just after this section)

Here are a few advertisements which appeared on hoardings :

Online marketing efforts undertaken

Buying Amul Products Online : As a first step towards Ecommerce in India, Amul is delighted to offer you the cyber shopping experience with a wide range of Amul dairy products in all major cities of India. You can order your favourite Amul Ice-cream at the new Amul Icecream Cyberstore.The "Taste of India" is now a few clicks away from your doorstep.

Amul Products can now be ordered online on the website of our importer www.kanandairy.com

The key benefits of BUYING ON-LINE are:

o Products shipped in a Reusable Attractive Styrofoam Ice US $10.00 Retail Value.

o Receive Free Reusable Ice Pack for keeping food and drinks cold, US $5.00 Retail Value.

o Amul Products delivered at your doorstep overnight, saves time, mileage and parking hassles.

o Receive Amul promotional items with your package like Amul Recipe Book, Butter Girl refrigerator magnet, etc.

o Receive the satisfaction of Eating pure, full-flavored, quality sealed product manufactured fresh in India's most advanced dairy manufacturing facility.

o Get a free family pass for visiting Amul's Dairy Plant in Anand Gujarat.

o Special Offers for Party Orders of 1 or more cartons of any single Amul Product. Ask for special quote.

o Makes you directly eligible to enroll for The Fly Me Home Contest Sponsored By Amul and many more Internet Promotions in the Pipeline.

o No Sales Tax for Internet Sales except for Illinois residents at the Present time.

o Most important, all transactions are powered by AT&T Secure By which ensure complete security.

Amul to set up its virtual production facility in Second Life

Amul, which established its presence in Second Life in March by setting up its virtual parlour, is now working to expand its presence in the virtual world.

Trimensions, a Gurgaon based company, is helping Amul to develop its existence on Second Life. Rahul Dutta, chairman and managing director, Trimensions, says, “Amul is planning to buy eight-10 islands, equal to 160 acres of virtual land, in Second Life to set up a simulation of its production and distribution facility. The objective behind launching a virtual setup is to demonstrate its functioning to the consumers, and experiment with any change in the production or distribution system virtually before executing it in the real world.

Amul.tv.com- It showcases short films and TV’s related to amul at this site recipes of favorite Indian dishes are also given.

Broadcast media: Television

TV reaches every demographic category and achieves a certain impact with the use of colour , audio and motion. Amul has aired a lot of advertisements for its various product categories .some of the advertisements which we had collected are here .

Amul - SWOT Analysis

Strengths

Demand profile: Absolutely optimistic. Milk being a necessity product, the demand will stay and the sales at GCMMF are bound to increase over a period of time.

Margins: Quite reasonable, even on packed liquid milk. The margins are enough to limit the entry of potential entrants.

Flexibility of product mix: Tremendous. With balancing equipment, GCMMF has kept adding a wide array of products to its product line.

Availability of raw material: Abundant. Presently, more than 80 per cent of milk produced is flowing into the unorganized sector, which requires proper channelization. Amul & GCMMF have leveraged this and has got itself a strong base of suppliers who provide them milk throughout the year. Large number of dairy plants in public and cooperative sectors besides several others coming up in the

private sector would result in competition. Because of this the end consumer would benefit and a good product mix would emerge.

Technical manpower: Professionally trained, technical human resource pool, built over last 30 years is the strength that GCMMF has. The employees of GCCMF are highly recognized in the industry and have earned name for themselves as well as the federation.

Enhanced Milk Production: Increase in the milk production with consequently increased availability of milk processing has led to increase in consumption and faster access to the consumers through effective distribution. The technology is brought from Denmark and the production of milk has benefited from that.

Transportation: The transportation facilities and the easy availability of the special trucks have provided a boost. Cold refrigerated trucks are there in place and the warehouses also have the cold storage facilities that facilitate the transportation.

Vast resources: Country has vast natural resources which offer immense potential growth and development for dairying. Moreover the financial resources available with the federation are immense and the reputation is such that in case of any further requirements, it can approach any institution and raise any form of capital.

Increasing purchase power and changing tastes of the consumers: The purchasing power of the residents is increasing. As a result a lot of products are being consumed. Moreover, the consuming habits are changing. As a result, the demand for products such as butter and cheese is increasing at a very rapid rate.

Weaknesses

Perishability: Pasteurization has overcome this weakness partially. UHT gives milk long life. Still perishability is there at the milk vendors end. This does result in loss of some production. But Amul Dairy is taking steps to store milk at the vendors end. Surely, many new processes will follow to improve milk quality and extend its shelf life.

Lack of control over yield: Theoretically, there is little control over milk yield. A lot depends upon the monsoon in the country. This is because of the quality of cattle feed that would be available will not have the required nutritional content. Steps are taken to provide awareness regarding these and the penetration of quality feed is being increased. Moreover, increased awareness of developments like embryo transplant, artificial insemination and properly managed animal husbandry practices, coupled with higher income to rural milk producers should automatically lead to improvement in milk yields.

Logistics of procurement: Woes of bad roads and inadequate transportation facility make milk procurement problematic. All these factors lead to perishability of the procured milk. But with the overall economic improvement in India, these problems would also get solved.

Erratic power supply: The erratic power supply would cause harm in the processing of milk.

Underdeveloped systems: There still exist underdeveloped raw milk collection systems in some parts of the country. However steps are being taken such as setting up of cold storage points at key collection centers to combat the situation.

Lack of proper implementation: Dairy development programmes have not been fully implemented as per the needs of the region in different agro-climatic zones.

Infrastructure: The infrastructure that is available is not up to the current world standards. Also lack of infrastructure for offering dairy business management programmes to the trained personnel is creating a hindrance.

Opportunities

"Failure is never final, and success never ending”. Dr Kurien bears out this statement perfectly. He entered the industry when there were only threats. He met failure head-on, and now he clearly is an example of ‘never ending success’! If dairy entrepreneurs are looking for opportunities in India, the following areas must be tapped:

Competition: With so many newcomers entering this industry, competition is becoming tougher day by day. But then competition has to be faced as a ground reality. The market is large enough for many to carve out their niche. Moreover due to competition, there is a chance to better serve the market with innovative products.

Value addition: There is a phenomenal scope for innovations in product development, packaging and presentation. Given below are potential areas of value addition:

o Steps should be taken to introduce value-added products like shrikhand, ice creams, paneer, khoa, flavored milk, dairy sweets, etc. This will lead to a greater presence and flexibility in the market place along with opportunities in the field of brand building.

o Addition of cultured products like yoghurt and cheese lend further strength - both in terms of utilization of resources and presence in the market place.

o Yet another aspect can be the addition of infant foods, geriatric foods and nutritional.

Export potential: Efforts to exploit export potential are already on. Amul is exporting to Bangladesh, Sri Lanka, Nigeria, and the Middle East. Following the new GATT treaty, opportunities will increase tremendously for the export of agri-products in general and dairy products in particular. There is a strong basis of cost efficiency, which GCMMF can leverage in the world market.

Markets: The market for the traditional as wells as processed dairy products is expanding both at the domestic and international front.

IT support: Software is now available for project formulation for dairy enterprise. It has also computerized its production processes. Mother Dairy was the first fully computerized dairy in India. In its Anand plant all products are processed computerized, which does not have any hand touch during any stage of process.

Threats

Milk vendors, the un-organized sector: Today milk vendors are occupying the pride of place in the industry. Organized dissemination of information about the harm that they are doing to producers and consumers should see a steady decline in their importance.

Infestation: There are increasing incidents of chemical contaminants as well as residual antibiotics in milk.

Quality: The quality of the milk is found to be poor as compared to the international standards. One of the reasons for these according to the EU and America is the method of milching the milk. In these nations the milk is hands by the farmers owning the cattle do milched with the help of machines, while in India.

Exploitation: The liberalization of the Dairy Industry is likely to be exploited by the multinationals. They will be interested manufacturing the milk products, which yield high profits. It will create milk shortage in the country adversely affecting the consumers.

Subsidy by Western Nations: There have been incidences wherein the Western nations subsidizing the dairy products by a few means like transportation. Because of such reasons the final price of the product goes below the prices prevailing in the Indian Market. Hence it proves a threat to GCMMF’s and other Indian dairy products.

Creation of Non Tariff Barriers by Developed Nations: The Developed Nations have created Non Tariff Barriers related to Quality of the milk specifically. They want that the milk be processed with potable Air and Water. They also want that the milching of cattle be done with the help of machines. However this type if system is yet to evolve in India. Because of these reasons they are reducing the market potential of Indian made products, where GCMMF holds a lions share.

The study of this SWOT analysis shows that the ‘strengths’ and ‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’. Strengths and opportunities are fundamental and weaknesses and threats are transitory. Any investment idea can do well only when you have three essential ingredients: entrepreneurship (the ability

to take risks), innovative approach (in product lines and marketing) and values (of quality/ethics).

Branding Strategy

UMBRELLA BRANDING

Amul’s branding strategy has followed the concept of ‘Umbrella Branding.’ Amul is the common brand name for most of its products across categories. For instance, the Amul girl has also been used to advertise Amul ghee and milk. Its ad campaign

‘Amul doodh peeta hai India,’ conceptualised & created by FCB-Ulka, was drafted to proclaim its leadership position and was targeted at people across all income categories. The corporate campaign – The Taste of India caters to people belonging to all walks of life & across cultures. It is circled around a one day old child who needs milk as much as to a dead man who needs ghee. Umbrella branding can be a successful marketing strategy. However, this depends on having a consistent and clear brand identity across the variants. It also needs to be recognized that, while this approach can help “kick start” variant launches, halo effects are not guaranteed.

Amul’s strategy of using “umbrella branding” has really paid off. Amul’s advertising and marketing spend has never exceeded 1% of its revenues. Most other food companies spend 6-7% of revenues on advertising and marketing. They (GCMMF) are not big spenders compared to Britannia or Nestle. Despite a limited budget, Amul’s creatives—in the form of billboards or the Taste of India campaign—have always managed to evoke a larger-than-life brand feel, consistency and spirit of Indian culture in a contemporary way.

Marketing Mix

PRODUCT

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

Masti dahi

Desserts

Amul ice –cream

Amul shrikhand

Amul mithai gulabjamun

Amul chocolates

Amul lassi

Amul basundi

Health drink

Nutramul

Amul shaktihealth food drink

Bread spread

Margarine Amul butter

Amul lite

Delicious table

Milk drinks

Amul kool milkshake

Nutramul energy drink

Amul koolflavouredbottled milk

Amul mastispiced buttermilk

Amul koolthandai.

Powder milk

Amul spray infant milk food

Amul instant full cream powder

Sagar skimmed milk powderr

Sagar tea coffe whitener

Amul dairy whitener

Fresh milk

Amul fresh milk

Amul gold milk

Taza double toned milk

Amul liteslim and trim milk

Amul fresh cream a

Amul shaktitoned milk

Amul calciplus

PRICE

Survival.

Capture market share.

To provide service to all income group

Amul butter:

100gm– Rs.18

Competitor: Mother Diary 100gm- Rs.19

Amul cheese:

200gm– Rs.55

Competitor: Britannia cheese–200gm– Rs.70

Amul Ghee:

1Lit.– Rs.190

Competitor: Gits. 1Lit.-Rs.210

Amul Kool Milkshake

200ml– Rs.15

Competitor Nestle Milk Shake –200ml–Rs.20

Sr.No: Product Pack size Max. Retail price

1. Amul Butter 100g Pack Rs. 18

2. Amul Butter 500g Pack Rs. 92

3. Amul Lite Low fat Bread spread

200g tub Rs. 32

4. Amul Cheese 400g Tin Rs. 105

5. Amul Cheese Slices 200g Pack Rs. 70

6. Amul Cheese Chiplets 200g Pack Rs. 60

7. Amul Cheese 1 kg Block Rs. 197

8. Amul Shrikhand 200g Elaichi Rs. 21

9. Amul Chocolates 35g Fruit &Nut Rs.16

10. Amul Mithaee Gulab jamun

1kg. Rs.100

PROMOTION

Advertising philosophy "to be simple, fresh and innovative".

The clean, emotion-based ads.

Amul ads-creative, apt forth current situation.

The Amul ads are one of the longest running ads based on a theme, now vying for the Guinness records

1% of its turnover on promotions.

Not spending more than Rs 2crore on Amul butter.

Billboard campaign

First billboard came up in 1967

For the first one year the ads made statements of some kind

Later many topical adds came into existence

When Mumbai first saw the beginning of the Hare Rama Hare Krishna movement

Amul came up with a clincher—‘Hurry Amul, Hurry Hurry

INDIA Promotion by events

Amul Chef of the Year, 2009 contest

Amul Maharani Contest, 2008-09

Amul Food Festival Contest

Winners of Slogan likho Disney land dekho contest

Winners of" Amulya Fly to Bangkok Contest

Sponsoring amul star voice of india

Amul promotes itself by conducting various contests such as:

• Chef of the year- in this, the participants are required to use as many Amul products as possible

• Amul Maharani of the year – in this, the participants are required to fill up questionnaires and then there is a lucky draw.

Amul publishes some books periodically. Basically they are related to Amul or dairy industry

Amul also gives away academic excellence awards for school children every year. They are called Vidya Shree – for 10th std and Vidya Bhushan – for 12th std students.

PLACE

Amul-Place

Channels

Coverage

Assortments

Locations

Inventory

Transport

Its supply chain one of the most complicated in the world.

Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country

Channel

Online (Internet):

Amul cyber store

Ice-cream cyber store

Direct retailing through"AmulUtterlyDelicious"parlours:

Major cities Ahmadabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat.

Presently 1,500 parlours and plan to open 10,000 of them by 201

Retailers:

Currently online are Chennai and Calcutta

Chennai, Kolkata, Nasik, Jalgaon, Aurangabad, Delhi, Raipur, Jodhpur, Udaipur, Pune, Siliguri/Durg, Kota.

Wholesalers:

Producer Cooperatives: This type of distribution organization is formed by agricultural producers for selling their produce in the local market.

Network of over 3,500 distributors

Coverage

India:

Covering 13,000 villages benefiting 2.7 million farmers

Collection 447,000 liters of milk/day from 2.12 million farmers.

Delivery of goods to over 500,000 retail outlets across the country

Members: 13 district cooperative milk producers 'Union

No. of Producer Members: 2.7 million

No. of Village Societies: 13,141

International Markets:

Available in over 40 countries.

Locations

The major markets are the US, WestIndies, countries in Africa, the Gulfregion, Singapore, the Philippines, Thailand, Japan and China. Some Amul Parlours in the country run by the company or its wholesale dealers:

Delhi Metro Rail Corporation

The Somnath Temple

National Institute of Design

Infosys Technologies in Bangalore, Mysore & Pune

Wipro campus in Bangalore

L.J. College, Ahmedabad

Ahmedabad Airport

Surat Municipal Corporation

Gujarat State Raod Transport Corporation

Jubilee Mission Medical College, Trichur,Kerala

Sanjay Gandhi Hospital Parlour, Amethi

Indian Institute of Management, Kolkata

Café Amul, MDG, Gandhinagar

Inventory

47 depots with dry and cold ware houses of entire range of products.

Total Milk handling capacity: 10.21 million liters per day

Milk collection (Total-2007-08): 2.69 billion liters

Milk collection (DailyAverage2007-08): 7.4 million liters

Milk Drying Capacity: 626Mts. Per day

Cattle feed manufacturing Capacity: 3090 Mts per day

Transport

Transport cans

Engages in route scheduling

Has dedicated vehicle operations.

Assortment

Amul’s dominance: Products like cheese, butter, liquid milk and yogurt sectors

Amul’s success today is partly because of its strong supply chain design. Below is the schematic diagram of Amul’s supply chain.

With products being highly perishable, the supply chain ought to have to maintain correct temperature, humidity etc and the chain should move fast. To reach out its consumers more directly and let them the total brand experience, Amul has come up with Amul parlours. These are called “Utterly delicious parlours”. They have come up in major cities like Ahmadabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat already, and many more starting up real soon. Till date there are about 400 Amul parlours across the country. These parlours are set at prominent locations such as campuses of Infosys, Wipro, IIM-A, IIT-B, temples, Metros etc.