Amul girl

Amul girl Amul girl refers to the advertising mascot used by Amul, an Indian dairy brand. The Amul girl is a hand-drawn cartoon of a young Indian girl dressed in a polka dotted frock with blue hair and a half pony tied up.[1] The Amul girl advertising have often been described as one of the best Indian Advertising concepts because of their humour The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The idea was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the brand portfolio from the previous agency FCB Ulka. It was executed by Sylvester Da Cunha, the owner of the agency and his art director Eustace Fernandez on hoardings, painted bus panels and posters in Mumbai. The mascot, since then, has been mobilized to comment on many events of national and political importance like Emergency in India in 1976. Development In 1966, Amul decided to give their account to the Advertising agency called Advertising and Sales Promotion (ASP) to work on their ad campaign. Sylvester da Cunha, then the managing director of the agency and Eustace Fernandez, art director decided to create something that would grab the attention of every housewife in the country.[4] Dr Verghese Kurien, then chairman of the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) suggested a mischievous little girl as a mascot with two requirements. It had to be easy to draw and memorable as most of the advertising would be outdoor media which required hand painting in those days and the hoardings had to be changed frequently

Need for creating the Brand Amul

In the early 40’s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. The main supplier of the milk was Polson dairy limited, which was a privately owned company and held monopoly over the supply of milk at Bombay from the Kaira district. This system leads to exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word.

However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying milk to private traders. Sardar Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation and help. Shri Desai held a meeting at Samarkha village near

Anand, 4th

January

1946. He advised the farmers to form a society for collection of the milk.

on

These village societies would collect the milk themselves and would decide the prices at which they can sell the milk. The district union was also form to collect the milk from such village co-operative societies and to sell them. It was also resolved that the Government should be asked to buy milk from the union. However, the govt. did not seem to help farmers by any means. It gave the negative response by turning down the demand for the milk. To respond to this action of govt., the farmers of Kaira district went on a milk strike. For 15 whole days not a single drop of milk was sold to the traders. As a result the Bombay milk scheme was severely affected. The milk commissioner of Bombay then visited Anand to assess the situation. Having seemed the condition, he decided to fulfill the farmers demand. Thus their cooperative unions were forced at the village and district level to collect and sell milk on a cooperative basis, without the intervention of Government. Mr. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.

At the initial stage only 250 litres of milk was collected everyday. But with the growing awareness of the benefits of the cooperativeness, the collection of milk increased. Today Amul collect 11 lakhs litres of milk everyday. Since milk was a perishable commodity it becomes difficult to preserve milk flora longer period. Besides when the milk was to be collected from the far places, there was a fear of spoiling of milk. To overcome this problem the union thought out to develop the chilling unit at various junctions, which would collect the milk and could chill it, so as to preserve it for a longer period. Thus, today Amul has more than 150 chilling centres in various villages. Milk is collected from almost 1073 societies. With the financial help from UNICEF, assistance from the govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to manufacture milk powder and butter was planned. Dr.Rajendra Prasad, the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open at Amul dairy on November 20, 1955.

Eustace Fernandes, the creator of the Amul girl, passed away at the age of 75. Fernandes is best remembered as a cartoonist and an illustrator and was living a retired life for some time. Since 1966, the Amul girl, dressed up in polka dots with blue hair and orange face, has ruled the hearts of millions of Indians. & #BANNER1 & #

The iconic Amul girl, which turns 44 this year, is all set to enter the Guinness Book of World Records for being the longest running campaign in the world. Way back in 1966, the Amul account was given to the advertising agency called Advertising and Sales Promotion (ASP). The team of Sylvester da Cunha, Eustace Fernandes, Usha Katrak and Marie Pinto worked on the Amul account at that point of time. The ad became a rage with the tagline 'Utterly butterly delicious Amul' - and the rest, they say, is history. Fernandes worked on the Amul account for three years till 1969 and then the team of Usha Katrak, K Kurian, Eustace Fernandes and Radha started Radeus Advertising in 1974. As a matter of fact, the word Radeus originated from the first three letters of Radha and Eustace. Fernandes also launched the Limca logo with waves in the Indian market. He worked for Limca on the press, outdoor and cinema media as there were artists who had no option but to paint and illustrate on the visual side in those days. The industry fondly remembers Fernandes, not only as a talented genius behind many memorable campaigns but also as a good human being.

Sylvester da Cunha, chairperson, DaCunha Associates delves into nostalgia and says, "He was the most creative advertising mind responsible for a lot of earlier award winning ads that have passed into history. He was the creator of the Amul girl; his work lives on to delight the public. The early LIC ads, cosmetic ads, especially of women's cream and James Finlay (fashion brand) were all created by him. He also applied his talents to create communication for the uplifting of the deprived children and worked for them at Snehasadan for 45 years." "To me, he was India's best cartoonist and a real genius. I was very young when he worked with my father on the Amul campaign," states Rahul da Cunha, creative director, DaCunha Associates. Bharat Dabholkar, ad veteran, theatre personality and the man behind many Amul Butter ads, says, "Who can deny Fernandes' brilliance of creating the Amul moppet? Those were different times and the team at ASP created a revolutionary campaign called Amul Butter. The original creation is always commendable." Alyque Padamsee, chief executive officer, AP Advertising reminisces and says, "Fernandes was not a typical advertising person but he always emerged as a brilliant artist and an intense worker. It is a great loss to the advertising industry as a stalwart has departed. He created one of the historic mascots, next only to Air India's Maharaja. Behind his quiet demeanour lay a great sense of humour." "I came to know him in 1994, when we bought Radeus Advertising. He was a wonderful human being - always ready to help out people. We will miss him sorely," says Kurien Mathews, former director and co-founder, TBWA Anthem.

As competition intensifies, Amul steps up efforts to remain ‘The Taste of India’

To sustain its leadership in the branded dairy sector in India, Gujarat Co-operative Milk Marketing Federation (GCMMF), which sells Amul dairy products, is expanding its distribution and processing capacity in 2015. On the other hand, Amul’s rival Mother Dairy is betting big on innovations to fight competition. The market dynamics will soon change in the branded dairy and fruit juice sectors in India with the entry of ITC. In the packaged fruit juice sector, Dabur India with 60% market share is expanding its distribution by 25%, while PepsiCo India is leveraging its global expertise to expand the brand franchise. Parle Agro, the maker of Appy is focusing on sales transformation programmes and packaging initiatives to drive volumes. With increasing competition, these two sectors will witness a lot of action in 2015. On Amul’s strategic plans, RS Sodhi, managing director of GCMMF said,” We are adding more people to our distribution team. Also, we are setting up new milk depots. We are expanding our distribution and processing capacity by 12 % in 2015.” With sales turnover of R22,000 crore (FY14), Amul is sharpening focus on its research & development projects to launch innovative products.

”We are launching a new product almost every month. We are also scaling up our supply chain system for efficient distribution,” said Sodhi. Leveraging the strength of its sales & distribution network, ITC is expected to roll out its dairy products and juices in the next few months. Incidentally, ITC is planning to spend around R900 crore for its foray into these two sectors. Meanwhile, Mother Dairy is expanding its operations in Hyderabad and Chennai as part of its strategy. ”We are extending our foot print in southern states. We are scaling up our sales operations, We are planning to add 12,000 retail outlets by 2016,” said Sandeep Ghosh, business head-milk, Mother Dairy Fruit & Vegetable. At present, Mother Dairy has 50,000 retail outlets across the country. Like Amul, Mother Dairy is also focusing on innovative products to woo consumers. Competition seems to be hotting up in the R1,500- crore packaged fruit juices sector too with the entry of ITC. On Dabur’s growth plans, Sunil Duggal,CEO of Dabur India said,” We will be expanding our distribution by 25 % in 2015. We plan to build value in our juice brands to launch new products like fortified juices. We plan to launch a slew of sales initiatives to drive volumes.”’ Across the road, PepsiCo India is getting ready to launch new variants of Tropicana with health benefits in 2015.”Our core focus is on leveraging our global expertise to expand the brand franchise by educating consumers on fruit nutrition,” said a spokesperson from PepsiCo India. ”There’s a growing demand for packaged fruit juices in smaller cities and towns in India. Tropicana has been leveraging this opportunity by increasing its footprint on the back of its larger CSD footprint(Canteen Stores Dept) and building a differential focus on this segment through GTM(Go To Market) investments,” he added. On Parle Agro’s strategy, Nadia Chauhan, joint managing director of the company said,” We are looking at strengthening our market share through strategic price-points, penetrative SKUs and new brand communication for Appy and Appy Fiz.”

Unformatted text preview: AMUL AND COMPETITION: - A STATUS REPORT 1. ICE-CREAM:-AMUL HLL NIRULAS Expanding reach Expanding market with snowcap Launched Fundoo to combat HLL's max Focusing on lower price points Building a national chain of ice-cream parlours Fortifying Delhi-centric presence with ice-cream only retail chain 2. CHOCOLATES / CONFECTIONERY:-AMUL HLL CADBURY NESTLE BRITANNIA NESTLE CADBURY PIZZA COS HINDUSTA N LEVER AMUL AMUL - THE TASTE OF INDIA Launching a puffed-rice centered bar Launched milk / chocolate confectionery Planning to enter value- added segments Extended Max brand to sugar confectionery Re-launched 5 star and gems Launched Temptations Soaring up market share to Kitkat 3. PIZZA:-AMUL NIRULAS PIZZA-HUT DOMMINO Entering the ready- to-cook consumer segment through Utterly Delicious Fortifying Delhi-centric presence, by launching frozen ready-to-cook pizza Plans to increase , to 100 outlets in the next three years Closing down unprofitable outlets 4. INFANT MILK SUBSTITUTES:-AMUL NESTLE To enter the market with three variants Creating entry barriers for amul through price and cross promotions 5. CURD:-AMUL NESTLE MOTHER DAIRY Expanding reach by aligning with other milk co-operatives Means to compete its dairy range Leveraging its liquid milk distribution network in Delhi to sell curd 6. LIQUID FRESH MILK / HIGH TREATED MILK :-AMUL NESTLE BRITANNIA AMUL - THE TASTE OF INDIA Focusing on developing entire milk market Part of dairy strategy Focusing on flavoured high margin UHT markets Plans to capture key markets 7. DAIRY WHITENERS:- AMUL BRITANNIA Wants to dominate market through Amulya Focusing on the geographical market with milkman 8. BUTTER:-AMUL NESTLE BRITANNIA Plans to protect near dominance in low margin market with price An outsourced product to complete dairy range Focusing on flavoured high margin UHT markets Plans to capture key markets 9. SWEETENED CONDENSED MILK:-AMUL NESTLE Emphasizing price leadership to drive Mithai-Mate to market dominance Holding prices of milkmaid and heavily cross promoting the

product 10. CHEESE:-AMUL NESTLE Wants to create institutional market for its mozzarella cheese Focusing on top A and B class outlets and seeking to maintain its leadership in cheese slices 11. COTTGE CHEESE (PANEER):-AMUL BRITANNIA Plans to create a market for branded Moving from frozen to refrigerated AMUL THE TASTE OF INDIA paneer by launching non-diced product paneer 12. HEALTH DRINK:-AMUL CADBURY SMITH-KLINE BEECHAM Amul Shakti is been launched to compete with other brands. Re-launched Bournvita recently Acquired Maltova and v9iva to fortify its stable of Boost and Horlicks EXPORT AMUL - THE TASTE OF INDIA GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 9 years.... View Full Document