Defining brand identity of Indian milk producer

Amul is the model title for milk-based merchandise manufactured by Gujarat Co-operative Milk Advertising and marketing Federation – a state degree apex physique of milk cooperatives in Gujarat began in 1946. Its main capabilities contain assortment of milk from farmers, procuring and processing the milk and most significantly, advertising of milk and milk merchandise. Amul is synonymous with White Revolution, instrumental in making India world’s largest milk producer India. Its product vary contains milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul model and others.


In accordance with Kapferer, greater than the ideas of brand name picture and positioning, model id is extra necessary. It's an id which the model defines for it self. The id of a model is necessary to make sure sturdiness of the model and make it extra coherent and real looking.

There are 6 points to model id that are addressed by Kapferer’s Prism –

Physique – Refers to bodily options which generate immediate recall and consciousness

Character – A characterisation of the model, offering it qualities and mannerisms of a human being to clarify its services

Tradition – Values that encourage the model and are mirrored in its merchandise and its communication

Relationship – The model in a means represents the transactions and exchanges that happen between folks and forge a bond between them

Reflection – The model builds a picture of the consumer/purchaser that it's addressing – the picture because of model utilization by the shopper

Self-Picture – The patron of the model makes a picture of himself because of the utilization of the model

Kapferer’s Prism for Amul –

Physique – The connotations related to Amul with respect to this facet are the distinctive style of its milk merchandise, the “completely, butterly” Amul woman and the butter.

Character – The connotations related to Amul with respect to this facet are the info that it's a fully Indian product, conventional and progressive, easy but sincere – somebody who won't ever cheat the patron and solely take what's its due

Tradition – The connotations related to Amul with respect to this facet are that there's a co-operative tradition with emphasis on sharing and being socially accountable

Relationship – The connotations related to Amul with respect to this facet is reliability which customers understand on foundation of product expertise. One other function that's related to this facet is being sociable – Amul is part of the customers’ social lives as skilled by the intensive use of Amul merchandise

Reflection – The connotations related to Amul with respect to this facet is the sensation of care and concern for family members and likewise, a deep respect and orientation for values.

Self-Picture – The connotations related to Amul with respect to this facet embody being fun-loving, a proud Indian, who on the similar time, believes in high quality and is a agency believer in values.


Amul is the model illustration for Gujarat Cooperative Milk Federation – shaped in 1946 to provide farmers their due and shield them from unscrupulous middlemen. Aside from accumulating milk, Amul needed to discover methods to make environment friendly use of the excess milk it had which gave rise to launch and advertising of milk-derived merchandise, beginning with butter

Launched in 1955, butter was one of many first milk merchandise supplied by Amul which additionally helped it to beat its rival, Polson Dairy. The identical yr, it launched ghee and skimmed milk powder which additionally garnered success. In 1959, got here processed cheese from its secure adopted by cheese powder in 1970’s which by 80’s, had develop into standard

Financial reforms of 1990 introduced life-style adjustments and adjustments in tastes. The administration of GCMMF thus, needed to go along with the developments. Thus, there was emphasis on larger high quality and diversification of product portfolio. A rise in milk manufacturing meant that a rise in consumption base of milk -based merchandise was necessary to make its merchandise extra common within the households.

In 1996, an IMRB survey for GCMMF confirmed that the customers needed that Amul ought to come out with the next merchandise – ice cream, curd, paneer3, cheese, and condensed milk. Thus, the subsequent few years had been centered on these

In 1997, Positioned because the ‘Actual Ice-cream,’ Amul Ice cream was one of many few milk-based ice lotions out there. Branded yoghurt bought a begin in India for the primary time, when Amul got here out with Masti Dahi in 1999.

In January 2000, Amul launched “Amul Taaza” – non sweetened, low fats, carton milk which served purposeful and life-style functions. In November similar yr, got here mozzarella cheese which had use in pizzas.

2001 noticed Amul tie-up with Tata Espresso for immediate espresso distribution in July whereas in August, they entered ready-to-eat phase with parathas, cheeseburgers and sandwiches underneath Snowcap model which additionally had ketchup. Quickly, Snowcap got here out with pizzas in flavours like tomato-onion-capsicum, fruit pizza (pineapple-topped), mushroom and ‘Jain pizzas'(pizzas with out onion or garlic). Amul additionally entered the area of soups referred to as ‘Masti’ in tetra packs with flavours like Scorching ‘n’ Bitter and Tomato.

In 2003, Amul discontinued its flavoured milk model Shakti and launched Amul Kool as a substitute in an try to focus on the youth with its cool and stylish positioning however with a dietary base

In 2007, bottled water phase caught Amul’s consideration and it seemed to launch Narmada Neer model of water, within the aftermath of its failed try earlier to market Jaldhara model of bottled water of NDDB.

In July 2008, bakery phase turned the subsequent space to enterprise in with the plans of GCMMF to fabricate biscuits and desserts

In February 2010, GCMMF declared plans to launch a tea model having already offered it to their milk producers at concessional charges. In July similar yr, got here the plans to market a milk-based sports activities drink referred to as ‘Stamina’ which might compete straight with Gatorade and is aimed toward sports activities professionals

Extra not too long ago, Amul has introduced plans to launch pro-biotic lassi by the approaching summer season season in main metros of India having already check marketed it in Ahmedabad.


The crux of all promotional methods utilized by Amul is the idea of rotation. With each new product that Amul comes out with each Three-Four years, a brand new promotional marketing campaign for a similar is launched which helps it to remain in contact with its clients. Since Amul markets a variety of milk-based drinks and merchandise, it goals to maneuver the customers by way of this worth chain from free milk to higher high quality merchandise with Amul offering these to the patron

The communication technique follows a sample of “umbrella branding” which implies that Amul turned the frequent title for many of its merchandise and the promotional campaigns additionally are inclined to concentrate on the identical facet

Amul’s foremost technique has at all times been to promote the Amul model and never the merchandise as such. The communication of Amul dates again to 1966 when Sylvester Da Cunha bought the account for Amul butter as earlier than that, the commercials had been company in nature and fairly boring. Sylvester, together with designer Eustace Fernandez, gave delivery to the well-known Amul moppet which since then has develop into the image for Amul.

The completely, butterly marketing campaign started with hoardings and bus panels as media autos as with restricted assets, that was the one potential possibility and likewise offered a significantly better frequency to the marketing campaign.

In its early years, Amul continued to promote by way of billboards for its butter however within the late 90’s, it got here to understand that its picture was not as savvy as its opponents and its forays in goodies was taking a beating in opposition to rivals like Cadbury’s and thus, it seemed to different media like TV – quickly resulting in its all-pervasive “Style of India” marketing campaign which linked to its inherent Indianness and likewise turned an underlying, constant theme for its future communication methods. In 2000, Amul bought into different methods of brand-building when it sponsored a nation-wide contest to seek out Amul Butter woman and Amul Cheese boy by way of its program “Surabhi”

All these efforts, coupled with Amul’s excellent product high quality and distribution community, meant that with simply an advert price range spend of 1% of its revenues, it was capable of achieve important mileage and visibility. However with passing time, got here up considerations that with respect to growing competitors from gamers like Brittania, Nestle and others, Amul was compromising on its visibility and its effectiveness was now restricted to point-to buy promoting.

Subsequently, within the final Three-Four years, Amul has gone all out in its communication methods. In locations like Delhi and Chennai the place they'll’t put up hoardings, they're transferring their topical commercials to print.

Amul can be trying to actively use digital media to its benefit with its enterprise into digital world Second Life in type of digital parlours the place it intends to showcase its earlier adverts and even replicate its co-operative mannequin. Its below-the-line actions, in type of Amul Vidya Shree awards to high school college students and Amul Meals competition are already going sturdy

In TV, Amul goes in a very new kind because it seems to draw the youth actively to its merchandise and has thus, rolled out campaigns like ‘Hey Dude The place’s The Dudh?’ and ‘Chill Your Dill’. However amongst all this, the legendary Amul moppet will continues to carry its place because it nonetheless has legacy worth for Amul and an emblem regardless of its efforts to woo the youthful era. With the Amul topicals persevering with to attract its inspiration from modern occasions, it continues to keep up its standing and relevance amongst all ages group of customers