The Brand

AMA defines brand and branding as "a name,term,sign,symbol or design or a combination of them,intended to identify the goods or devices of one seller or a group of sellers and to differentiate them from those of competitors."

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.

Formed in 1946, it is a 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. In the process Amul became the      largest food brand in India and has ventured into markets overseas.

BRAND MANAGEMENT

Brand management is a function of marketing that uses special techniques in order to increase the perceived value of a product. Based on the aims of the established marketing strategy, brand management enables the price of products to grow and builds loyal customers through positive associations and images or a strong awareness of the brand.

STRATEGIES:

1. The Ultimate Strategy

The Amul girl was the brainchild of Sylvester Da Cunha, the managing director of the advertising agency AS. The ads were designed as a series of hoardings with designed relating to day-to-day issues. The biggest reason for this is the topical nature of the ads. Amul ads have witty one liners which capture relative events that have caught the fancy of the nation.

2. Low-Cost Price Strategy

Low Cost Price Strategy was adopted to make the product affordable and alluring to consumers by granting them value for money. The main aim of Amul is to provide quality products to consumers at minimal cost. The goal of Amul is to provide maximum profit in terms of money to the farmers. Low Cost of production of Amul: Milk production is scale insensitive and labour intensive. Due to low labour cost, cost of production of milk is significantly lower in Amul.

3. Defence Strategy

Moving consumers to loose milk to packaged milk and gradually move them up the value chain(tetra pack to beverage).

4. Product positioning Strategy

Amul is India's first Pro-biotic Wellness

                                  Amul takes to global sports events 

CONCLUSION

Amul can venture into offering low-fat versions of milk and will help capture the market of second and third generation Indians and Global Market.