Amul Brand

ABOUT COMPANY
Amul is an Indian cooperative dairy company, based at Anand in the state of Gujarat. Formed in
1956, it is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers
in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest
producer of milk and milk products. Amul was spearheaded by Tribhuvandas Patel under the
guidance of Sardar Patel.
OBJECTIVES OF THE COMPANY

The objective of Amul is to spur the White Revolution in the country and make India the largest
producer of milk and milk products in the world. The cooperative is shared between over 2.8
million dairy producers and the three-tier Amul Model has increased India's milk production on
an incredible scale. 
VISION OF THE COMPANY

Amul has a vision to provide more and more satisfaction to the farmers, employees and
distributors.
MISSION OF THE COMPANY

“We the motivated and dedicated workforce at Amul are committed to produce wholesome and
safe foods of excellent quality to remain market leader through development of quality
management system, state of art technology, innovation and eco-friendly operations to achieve
delightment of customers and milk producers”.
THE IMAGE BUILDING OF AMUL ARE-

CORE IMAGE BUILDING STRATEGY OF AMUL
 Quality- Amul has created brand image by offering excellent quality products at
reasonable price.
 Supply chain management- Amul has strong supply chain management. It is
one of their key factors in brand building.
 Mascot and taglines- Amul official tag line was “Utterly Butterly Delicious
Amul”. As these taglines represents healthy aspects with all nutrients and taste
also it become very popular and helped to develop their brand image.
 Advertising strategy- Use of cartoon in advertising campaign attracted young
kids, its gives youth, fresh, healthy feeling in the minds of the viewer. Amul Ads
are unique in nature and its their USP. Slogan” Utterly Butterly Delicious”
Advertising Campaign: Amul has been awarded the Guinness World Record for
the longest running advertisement campaign. The Amul girl- a cartoon figure is
used by the company to promote their brand. Amul generally uses the current
news scenario with a bit of sarcasm and wit for their promotion which usually
connects with the audience well. Amul’s Utterly Butterfly girl has managed to
keep her fan following intact and on 17 October 2016, celebrated 50 years from
when she first appeared in the topical ad titled “Thorough bread”.
 Umbrella branding- is also known as family branding. It contrasts with
individual product branding, in which each product in a portfolio is given a
unique brand name and identity. Amul network follows an umbrella branding
strategy. Although many companies do not adopt umbrella branding as it is a
risky affair. Amul achieved sustainable growth with this umbrella branding as
always their maintain quality they could retain to their brand equity.
 Perfect distribution channel.
 Use of different promotional Ads.
 Wide loyal market share.
 Amul has contributed to create an excellent image in its trade.
CSR Activities Are-

1. Tree plantation- Green Gujarat tree plantation campaign by milk producers of dairy
cooperatives. Amul Coops plant more than 311.98 lakhs trees. Through various
communication media farmer members were made aware of benefits of tree
plantation and tree plantation activity.
2. Tribhvandas foundation.
 Aim- To provide basic health care facilities to villagers.
 Mode of Action
1. Foundation is run by villagers themselves.
2. Organized camps for detection and improvement of vision of the rural people.
3. Continuous training to village health workers.
3. SGSY (Swarna Jayanti Gram Swarozgar Yojana.
 Aim- To bring people in BPL to APL by providing them necessary resources to
become self-employed.
 Mode of action
1. Trained 2647 men and women in dairy husbandry.
2. A mobile diagnostic laboratory has been put into operation.
4. Amul scholar
 Aim –To promote education and nurture talent.
 Mode of action
1. Amul scholar facilitation program- To encourage outstanding children of
employees.
2. Amul Vidya Shree and Vidya Bhushan- To recognize the brilliance of the
students across India.
5. Rural Sanitation Campaign
 Aim- No single milk producer shall attend to nature’s call in the open in order to
ensure hygiene and help women milk producers avoid embarrassment.
 Partners in progress- District Rural Development Agency, National Housing
Bank (Ahmedabad) and Finish Society (New Delhi).
Mode of action- Started sanitation campaign scheme in 2011-2012.
6. Blood Donation.
FUTURE PLANS OF THE COMPANY-
 Amul expects revenue to grow by 20% to Rs.40, 000 cr in 2019-2020.

 Amul to become the first Indian dairy firm to export to Russia.
 The company has to plans to increase its milk processing capability by 90 lakhs
liters in the coming years and will be coming up with ten new milk processing
units across the country.
AN
ASSIGNMENT
ON
CORPORATE IMAGE BUILDING OF
“AMUL”
SUBMITTED BY- EKTA SONKAR

Amul Brand

Uploaded by

Copyright:

Available Formats

Amul Brand

Uploaded by

Document Information

Original Description:

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Amul Brand

Uploaded by

Copyright:

Available Formats

ABOUT COMPANY

OBJECTIVES OF THE COMPANY

VISION OF THE COMPANY

MISSION OF THE COMPANY

THE IMAGE BUILDING OF AMUL ARE-

CSR Activities Are-

Mode of action- Started sanitation campaign scheme in 2011-2012.

FUTURE PLANS OF THE COMPANY-

 Amul expects revenue to grow by 20% to Rs.40, 000 cr in 2019-2020.

SUBMITTED BY- EKTA SONKAR

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.