INM MAGAZINE VOLUME 8 | FEBRUARY 2016
#Story Board
takes place at the District Milk Union and milk product
marketing at the state milk federation.
Advertising
Unlike corporates which spend huge amounts in this
arena, Amul invested in Organic advertising and
smartly outsourced this to DaCunha Communications.
The creation of a charming little poppet in polka-dotted
frock and matching bun didn't fail to etch its face in the
minds of the public. Created by Sylvester DaCunha in
the early 1970's they have maintained the association
with DaCunha creations through the years. Kurien
realised the importance of advertising and occupying
the mind space of the customers with the brand is an
important ingredient of the meal. He gave complete
freedom to the team, which helped in positioning it
better as topical ads need to be released immediately as
they would lose their charm with delay.
“Unlike corporates which spend huge amounts in
this arena, Amul invested in Organic advertising
and smartly outsourced this to DaCunha
Communications.”
Managerial Perspective
The three tier model gives responsibility and
accountability to every class of society which helps
Amul to maintain its success and deliver its best from
grass-root levels unlike the corporates where
shareholders don't actively participate in the business.
The workflow initiates from the farmers moving up,
whereas professionals and managers are offered
strategies and technological advice.
Amul didn't own any cattle, but provided all the support
for maintaining the quality of the product starting from
artificial insemination, mobile veterinary services to
ensuring animal care, providing balance feed to the
livestock, given exposure to modern technology which
exhibits optimal utilization of resources.
With almost 4000 hoardings till date at prominent
places one could witness the evolution of India in the
eyes of Amul girl. They have succeeded in showcasing
every aspect of India from politics, controversies, scams
to Cricket and Bollywood with humorous and witty
sayings that made people connect and look up to the
brand; that proved topical advertising as a popular
marketing strategy. It's the only brand in India, which
has not changed its advertising strategy in five decades.
Amul believed the development of the institution lies in
its people and constantly incorporated people and
farmer engagement programs such as workshops and
celebrations which served every cadre of the
organisation and gave the necessary thrust for
individual and organisational successes.
This became one of its kind business and distribution
models which added value to the proposition without
exploitation and brought in satisfaction to both the
ends of the trade (consumers as well as producers).
“One of its strategic ideas is to retain the brand
name Amul for all its products viz. milk,
chocolates, ice creams, condensed milk etc. which
are produced by various unions.”
It has taken care to be innovative and move forward with
the changes from introducing ATMs (Anytime milk),
initiating an E - revolution, and pioneer co-operative in
providing a website to the level of Applying Six Sigma in
its process.
One of its strategic ideas is to retain the brand name
Amul for all its products viz. milk, chocolates, ice
creams, condensed milk etc. which are produced by
various unions. This eliminates inter-union clashes and
also keeps them under one umbrella promoting
development among the products.
Miles to Go
When we say butter, we connect with Amul,
showcasing the pinnacle of monopoly it has created in
our hearts. A pre-independence revolt which turned
Amul, into enterprise of Rs.25000 crore exhibits the
success of a corporate but in reality an ardent effort of
3.5 million milk producers who are its owners striving
at their best. The journey of Amul is a classic example of
maintaining excellence with prudent use of men,
materials and machines.
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