Amul stands for quality and fair price
Association is probably a mild word to describe my connection with Amul. Because for the past four and a half decades, I have admired the people who had set up this federation and the ones who have been running it since then. Amul is not just a brand but a cooperative movement that involved farmers who had a major role to play in the freedom movement of our country. These starved farmers had the mettle to literally throw milk on the ground instead of paying taxes to the British Government.
The charisma of the leadership of Mr Kurien, his sense of idealism and deep commitment has made Amul a unique brand not just in India but across the globe. Amul has brought income in the households of farmers and you can witness the betterment of their lifestyle with your own eyes. The other thing that keeps you motivated to work for this brand is its unwavering quality as all its products come with high quality standards. As for the pricing strategy, you will observe that the products are all fairly priced, not cheap or competitive, but fair. They have been clear right from the foundation that they are here to serve two sections, farmers and consumers.
The driving factor on the creative front is their ability to give us a free hand in doing what they feel is our expertise. Apart from the 4Ps of marketing, they strongly believe in another ‘P’ which stands for ‘Professionalism’, so once they have appointed someone to handle their creative duties, they put in all their trust in that person.
Probably that’s the reason we have been able to churn out topical ads that have carved their own niche in the hearts of the masses. But if you ask me which of these brilliant billboard messages is special to me, it would be the one we did eons ago when Indian Airlines was on a strike for almost two months. The Amul girl mascot was dressed as an air hostess and the message was, ‘Indian Airlines serves Amul butter if and when it flies’. We were asked to withdraw the ad but Mr Kurien completely refused to do so. And later, the Airlines also gave up the idea of threatening them to cancel the butter supply.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2012
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
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Association is probably a mild word to describe my connection with Amul. Because for the past four and a half decades, I have admired the people who had set up this federation and the ones who have been running it since then. Amul is not just a brand but a cooperative movement that involved farmers who had a major role to play in the freedom movement of our country. These starved farmers had the mettle to literally throw milk on the ground instead of paying taxes to the British Government.
The charisma of the leadership of Mr Kurien, his sense of idealism and deep commitment has made Amul a unique brand not just in India but across the globe. Amul has brought income in the households of farmers and you can witness the betterment of their lifestyle with your own eyes. The other thing that keeps you motivated to work for this brand is its unwavering quality as all its products come with high quality standards. As for the pricing strategy, you will observe that the products are all fairly priced, not cheap or competitive, but fair. They have been clear right from the foundation that they are here to serve two sections, farmers and consumers.
The driving factor on the creative front is their ability to give us a free hand in doing what they feel is our expertise. Apart from the 4Ps of marketing, they strongly believe in another ‘P’ which stands for ‘Professionalism’, so once they have appointed someone to handle their creative duties, they put in all their trust in that person.
Probably that’s the reason we have been able to churn out topical ads that have carved their own niche in the hearts of the masses. But if you ask me which of these brilliant billboard messages is special to me, it would be the one we did eons ago when Indian Airlines was on a strike for almost two months. The Amul girl mascot was dressed as an air hostess and the message was, ‘Indian Airlines serves Amul butter if and when it flies’. We were asked to withdraw the ad but Mr Kurien completely refused to do so. And later, the Airlines also gave up the idea of threatening them to cancel the butter supply.
For more articles, Click on IIPM Article
Source : IIPM Editorial, 2012
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
For More IIPM Info, Visit below mentioned IIPM articles.
IIPM Best B School India
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM's Management Consulting Arm-Planman Consulting
IIPM Proves Its Mettle Once Again.....
IIPM Prof. Arindam Chaudhuri on Internet Hooliganism
Arindam Chaudhuri: We need Hazare's leadership
Professor Arindam Chaudhuri - A Man For The Society....
IIPM: Indian Institute of Planning and Management
IIPM RANKED NO.1 in MAIL TODAY B-SCHOOL RANKINGS
Planman Technologies
