Amul Marketing Mix

Amul

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.Founded in 1946, the brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). Dr. Verghese Kurien ,founder-chairman of the GCMMF for more than 30 years (1973–2006), is credited with the success of Amul which is jointly owned by 3.6 million milk producers in Gujarat. Amul, the world 's largest producer of milk and milk products spurred a White Revolution, which made the country the world’s largest producer of milk and milk products ,thereafter, Amul became the largest food brand in India and has ventured into markets overseas.

Vision

Amul’s vision is to provide more and more satisfaction

K. Patel, Kurien and Dalaya 's) success at the cooperative 's dairy soon spread to Anand 's neighbourhood in Gujarat. Within a short span, five unions in other districts – Mehsana, Banaskantha, Baroda, Sabarkantha and Surat – were set up.[7] To combine forces and expand the market while saving on advertising and avoid competing against each other, the GCMMF, an apex marketing body of these district cooperatives, was set up in 1973. The Kaira Union, which had the brand name Amul with it since 1955, transferred it to GCMMF.[12]

In 1999, it was awarded the "Best of all" Rajiv Gandhi National Quality Award.[13]

Adding to the success, Dr. Madan Mohan Kashyap (faculty Agricultural and Engineering Department, Punjab Agricultural University Ludhiana), Dr. Bondurant (visiting faculty) and Dr Feryll (former student of Dr Verghese Kurien), visited the Amul factory in Gujarat as a research team headed by Dr. Bheemsen & Shivdayal Pathak (ex-director of the Sardar Patel Renewable Energy Research Institute) in the 1960s. A milk pasteurization system at the Research Centre of Punjab Agricultural University (PAU) Ludhiana was then formed under the guidance of Kashyap. The technological developments in Gujarat have subsequently spread to other parts

This structure consists of a dairy cooperative society at the village level affiliated to a milk union at the district level which in turn is federated into a milk federation at the state level. Milk collection is done at the village dairy society, milk procurement and processing at the District Milk Union and milk products marketing at the state milk federation. The structure was evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood programme. It is known as the 'Amul Model ' or 'Anand Pattern ' of