abhishek amul

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INTRODUCTION

Gujarat Cooperative Milk Marketing Federation (GCMMF), one of India's greatest success stories with its Amul brand, is now aiming at a 17-per cent growth in sales to Rs 3,200 crores this fiscal against sales of Rs 2,746 crores in the previous year ended 31 March 2003. The federation is expecting each of its products to contribute higher sales this year as new products are being added to each product line.

The big hope is not surprisingly the Amul brand of ice creams, which is expected to contribute Rs 250 crores to the turnover, up from Rs 150 crores last year. Last year there was a good growth in ice cream, cheese, butter and ghee. The company is launching new products in almost every line that are in, with specific stress on ice creams.

For its ice cream and milk business, GCMMF has begun investing in increasing its milk capacity. It recently firmed up plans to invest Rs 100-120 crore to expand this from 1.1 million liters a day to 1.8 million litres a day at its Gandhinagar factory. The investment will take place over the next two years.

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COMPANY PROFILE

Formally known as GCMMF, AMUL means priceless in Sanskrit. The brand name AMUL from the Sanskrit Amoolya, was suggested by a quality control expert in Anant. Amul products have been in use in millions of homes since 1946. Amul butter, Amul milk powder, Amul ghee, Amul spray, Amul cheese, Amul chocolates, Amul shrikhand, Amul ice cream, Nutramul, Amul milk and Amulya have made Amul a leading food brand in India. Today Amul is a symbol of many things of high quality products sold at reasonable prices of the genesis of a vast cooperative network of the triumph of indigenous technology of the marketing savvy of a farmers organization and of a proven model for dairy development.

50 years after it was first launched, Amul sales figures have jumped from 1000 tones a year in 1966 to over 25000 tones a year in 1997 and sales figure of rupees 11140 millions in 1994-95 to rupees 23365 millions in 2001-02 . No other brand comes even close to it. It was all because a thumb sized girl climbed on to the hoardings and put a spell on the masses.

For thirty odd years the utterly butterly girl has managed to keep her fan following intact. So mush so that the ads are now ready to enter the Guinness book of world records for being the longest running campaign ever. The ultimate compliment to the butter came when a British company launch a butter and called it utterly butterly, few years back.

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50 years after it was first launched, Amul sales figures have jumped from 1000 tones a year in 1966 to over 25000 tones a year in 1997. No other brand came even close to it. All because thumb sized girl climbed on the hoardings and put a spell on the masses.

Mumbai : summer of 1967. A charni road flat. Mrs. Sheela mane, a 28 year old house wife is out in the balcony drying clothes. From her second floor flat she can see her neighbours on the road. There are other people too. The crowd seems to be growing larger by the minute. Unable to curb her curiosity Sheela mane hurries down to see what all the commotion is about. She expects the worst but can see no signs of an accident. It is her four year old who draws her attention to the hoarding that has come up over night. it was the first Amul hoarding that was put up in Mumbai, Recalls Sheela mane. people loved it. I remember it was our favourite topic of discussion for the next one week! Everywhere we went some how or the other the campaign always seem to crop up in our conversation.

Call her the Friday to Friday star. Round eyed, chubby cheeked, winking at you, strategically placed hoardings at many traffic lights. She is the Amul moppet everyone loves to love ( including prickly votaries of the Shiv sena and BJP ). How often have we stopped, looked chuckled at the Amul hoardings that casts her sometime as the coy, shy Madhuri, a bold sensuous Urmilla or simply as her self, dressed in her little polka dotted dress and a red and white bow, holding out her favourite packet of butter.

For 30 odd years the utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness book of world records

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for being the longest running campaign ever. The ultimate compliment to the butter came when a British company launched a butter and called it utterly butterly.

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. In India, food was something one couldnt afford to fool around with. It had been taken too seriously, for too long. Sylvester dacunha decided it was time for change of image. The year Sylvester dacunha took over the account, the country saw the birth of a campaign whose charms has endured fickle public opinion, gimmickry and all else.

The Amul girl who lends herself so completely to Amul butter, created as a rival to the polson butter girl .This one was sexy, village belle, clothed in a tantalizing choli all but covering her upper region. Eustace Fernandez ( the art director) and I decided that we needed a girl who would warm her way in to a house wifes heart. And who better than a little girl ? says Sylvester dacunha. And so it came about that the famous Amul moppet was born.

That October, lamp kiosks and the bus sites of the city were splashed with the moppet on a horse. The base line Simply Said. Through bread, utterly butterly delicious Amul it was matter of few hours before the duacunha office was ringing with calls. Not just adults, even children were calling up to say how much they had liked the ad. The

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response was phenomenal, recalls Sylvester dacunha. we knew our campaign was going to be successful.

For the first one year the ads made statements of some kind or the other but they had not yet acquired the topical tone. In 1967, Sylvester decided that giving the ad a solid concept would give them extra mileage, more dum, so to say. It was a decision that would stand the dacunha in good stead in the years to come.

In 1969, when the city first saw the begning of the hare Rama Hare Krishna movement , Sylvester dacunha , mohammad khan and Usha Bandarkar, than the creative team working on the Amul account came up with a clincher Hurry Amul, Hurry Hurry. Mumbai reacted to the ad with a fervour that was almost as devout as the iskon fever. From the sixties to the nineties, the Amul ads have come a long way. While most people agree that the Amul ads were at their peak in the eighties they still maintain that the Amul ads continue to tease a laughter out of them.

Where does Amuls magic actually lie ? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They do not pander to your nationality or certain sentiments. It is pure and simple, Every day fun.

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Members:

12-district cooperative milk producers Union 2.23 million 10,852 6.7 million litres per day 1.67 billion litres 4.59 million litres 510 metric Tons per day 1450 Mts per day

No. Of Producer Members No. Of Village Societies: Total Milk handling capacity: Milk collection (Total - 2001-02): Milk collection (Daily Average 2001- 02): Milk Drying Capacity: Cattlefeed manufacturing Capacity:

AMUL means "priceless" in Sanskrit. A quality control expert in Anand suggested the brand name Amul, from the Sanskrit Amoolya, Variants, all meaning "priceless", are found in several Indian languages. 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. (Turnover: Rs. 25 billion in 2002). 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' organization. And of a proven model for dairy development.

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50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to it. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.

Dairy giant Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) recorded 22 per cent growth in turnover during the first half of the current financial year with milk products sales amounting to Rs 1,000 crore.

GCMMF sold 10.5 crore litres of milk in pouches during April to September 1998 under its well-known brand `Amul'.

"GCMMF's financial performance during this period has been even more attractive with a growth of 25 per cent. However, this won't be reflected in our balance sheet. The multinationals would have shown it as glittering profit, but we are working on our mandate of returning any surplus back to grass-root village co-operative milk society members by periodic price differentials for their production.

With 12 processing units (unions), each located at the district-level, GCMMF today has a membership of 20 lakh farmers, who belong to 10,000 village dairy co-operative societies.

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GCMMF, the largest producer of dairy products in Asia, has over 26 products ranging from `Amul Butter', `Amul Spray', `Amul Lite', `Amul Cheese' to `Amul Mithaimate', `Amul Mithaee Gulabjamun' and Amul Frozen Pizza.

The co-operative is launching wide range of cheese inc