09-06-2015, 11:21 AM
Scientific management followed in amul company in detail
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how principles are applied in amul
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Scientific management followed in amul company in detail
10-06-2015, 04:02 PM
how principles are applied in amul
Amul are working and dedicated on three primary principles
GCMMF markets dairy and food products under the popular brand name “Amul”, Asia’s largest milk brand, which is owned by 30 lakhs milk farmers of Gujarat.
Nobody is unaware with brand name “Amul” at least in India. You name any milk products; it is available with brand name “Amul”. Our correspondent Adil Abbas Naqvi interviewed Mr. R S Sodhi, Managing Director of Gujarat Cooperative Milk Marketing Federation (GCMMF) who has served as a frontline sales and marketing professional at Branch, Zone and national levels at GCMMF.
Mr. Sodhi has an excellent understanding of product management and advertisement functions. He has engineered the expansion of Amul’s product portfolio, inspiring launches of several innovative and pioneering products, which has helped brand Amul to retain its leadership, in almost every segment in which it operates. Under his leadership, Amul has unleashed some of its most creative advertising campaigns, helping it to further enhance the equity of this brand. He has been a visiting faculty at the Institute of Rural Management, Anand, for more than two decades. He is also an extremely popular speaker on all subjects related to sales and marketing. He has always been forthcoming in sharing his wealth of experience, at innumerable International and national seminars.
Q.Sir you are associated with this company from last three decades, how you see the Amul before and after Sir V Kurien.
From last three decades, we at Amul are working and dedicated on three primary principles, which were laid down by Dr. Kurien. Our first principle is to provide maximum returns to our member farmers those are contributing to Amul. We are dedicated to supply best quality of milk and milk products to our valued consumers and third & foremost, use of world’s latest technology to provide best products to our consumers. By these three principles from last three decades, we are in this business and that’s our success mantra too.
Q.Amul hoardings are popular because of puns and penchant, but it also Inviting controversies, what’s your take on this?
As far as Amul’s newsworthy topics on hoardings are concerned, we completely rely on our advertising agency M/s da Cunha Communication Pvt. Ltd. They understand our position and image in the market, and they display the message which we want to convey to the mind of our average consumers. By keeping these things in mind, our agency work diligently and create these topicals hoardings and advertisements. They are working responsibly and we have full faith on creativity of our advertisement agency. We do not approve the artworks. They have autonomy in the designing. We are also seeing the hoardings when it is displayed and you people are seeing them.
Q.Amul spends very fewer amounts in advertising while their rivals are allocating. Much more on Print as well as on broadcasting ads why?
We are a cooperative organization owned by more than 32 lakh farmers of Gujarat; our prime concern is to provide better return to these farmers. Amul products are of the high-quality standard with the most economical price then there is no need to spend high amounts on advertisement. We prefer to have umbrella branding i.e. we promote and continuously invest in the main brand name Amul instead of the individual or sub brands of Amul.
Though, as you say, we are not spending as much as compare to our competitors do, but our messages penetrate deep in our customers’ mind. Today, our topicals are published in about 50 reputed newspapers, and our hoardings are seen almost in every major town. It's not that we advertise less; it's just we advertise in the most economical way.
Q.Sir, everybody is asking only one question, when will Amul girl become Old?
Why she has to? We have chosen the Amul girl as the Central Continuing Character to communicate to our consumers and remain our brand ambassador. If we hire celebrities as our brand ambassador then they have their own flaws. They become old or their stardom or charm fades after sometimes. While the Amul girl remains young, contemporary, active and loved by all age groups.
Q.Many popular companies are foraying in dairy product's zones, don't you.Think there is tough competition ahead?
Amul was born out of competition with world’s best MNCs in dairy sector and is being fought until now. For us, competition is not new. What differentiates us from others and gives us an advantage is the backward integration with milk producers, the scale we operate on, the low-cost business model we follow and the committed and dedicated leadership and professionals Amul has.
Q.By foraying into new products, are you trying to re-invent the Amul brand?
We have been continuously introducing new products, as taste and lifestyle of consumers keep changing; Continuous improvement and innovation are our focus area at product development. Introducing a new product does not intend to re-invent the brand but to reach to new consumer segments, provide those more choices. We have widened the Amul products’ portfolio and increased the reach of Amul brand.
Q. So what's the secret of your success?
There is nothing as such -- secret. As I mentioned earlier, our continuous focus on the three principles takes us further ahead.
Q. What’s Amul plans for the future?
By the year 2018-19, we are targeting to achieve a turnover of Rs. 30,000 crores. This is just the milestone which we have planned to achieve by maintaining our supremacy in the market. We are increasing our reach and like to penetrate further in market and maintain our strong hold and integration through the market.
Amul are working and dedicated on three primary principles
GCMMF markets dairy and food products under the popular brand name “Amul”, Asia’s largest milk brand, which is owned by 30 lakhs milk farmers of Gujarat.
Nobody is unaware with brand name “Amul” at least in India. You name any milk products; it is available with brand name “Amul”. Our correspondent Adil Abbas Naqvi interviewed Mr. R S Sodhi, Managing Director of Gujarat Cooperative Milk Marketing Federation (GCMMF) who has served as a frontline sales and marketing professional at Branch, Zone and national levels at GCMMF.
Mr. Sodhi has an excellent understanding of product management and advertisement functions. He has engineered the expansion of Amul’s product portfolio, inspiring launches of several innovative and pioneering products, which has helped brand Amul to retain its leadership, in almost every segment in which it operates. Under his leadership, Amul has unleashed some of its most creative advertising campaigns, helping it to further enhance the equity of this brand. He has been a visiting faculty at the Institute of Rural Management, Anand, for more than two decades. He is also an extremely popular speaker on all subjects related to sales and marketing. He has always been forthcoming in sharing his wealth of experience, at innumerable International and national seminars.
Q.Sir you are associated with this company from last three decades, how you see the Amul before and after Sir V Kurien.
From last three decades, we at Amul are working and dedicated on three primary principles, which were laid down by Dr. Kurien. Our first principle is to provide maximum returns to our member farmers those are contributing to Amul. We are dedicated to supply best quality of milk and milk products to our valued consumers and third & foremost, use of world’s latest technology to provide best products to our consumers. By these three principles from last three decades, we are in this business and that’s our success mantra too.
Q.Amul hoardings are popular because of puns and penchant, but it also Inviting controversies, what’s your take on this?
As far as Amul’s newsworthy topics on hoardings are concerned, we completely rely on our advertising agency M/s da Cunha Communication Pvt. Ltd. They understand our position and image in the market, and they display the message which we want to convey to the mind of our average consumers. By keeping these things in mind, our agency work diligently and create these topicals hoardings and advertisements. They are working responsibly and we have full faith on creativity of our advertisement agency. We do not approve the artworks. They have autonomy in the designing. We are also seeing the hoardings when it is displayed and you people are seeing them.
Q.Amul spends very fewer amounts in advertising while their rivals are allocating. Much more on Print as well as on broadcasting ads why?
We are a cooperative organization owned by more than 32 lakh farmers of Gujarat; our prime concern is to provide better return to these farmers. Amul products are of the high-quality standard with the most economical price then there is no need to spend high amounts on advertisement. We prefer to have umbrella branding i.e. we promote and continuously invest in the main brand name Amul instead of the individual or sub brands of Amul.
Though, as you say, we are not spending as much as compare to our competitors do, but our messages penetrate deep in our customers’ mind. Today, our topicals are published in about 50 reputed newspapers, and our hoardings are seen almost in every major town. It's not that we advertise less; it's just we advertise in the most economical way.
Q.Sir, everybody is asking only one question, when will Amul girl become Old?
Why she has to? We have chosen the Amul girl as the Central Continuing Character to communicate to our consumers and remain our brand ambassador. If we hire celebrities as our brand ambassador then they have their own flaws. They become old or their stardom or charm fades after sometimes. While the Amul girl remains young, contemporary, active and loved by all age groups.
Q.Many popular companies are foraying in dairy product's zones, don't you.Think there is tough competition ahead?
Amul was born out of competition with world’s best MNCs in dairy sector and is being fought until now. For us, competition is not new. What differentiates us from others and gives us an advantage is the backward integration with milk producers, the scale we operate on, the low-cost business model we follow and the committed and dedicated leadership and professionals Amul has.
Q.By foraying into new products, are you trying to re-invent the Amul brand?
We have been continuously introducing new products, as taste and lifestyle of consumers keep changing; Continuous improvement and innovation are our focus area at product development. Introducing a new product does not intend to re-invent the brand but to reach to new consumer segments, provide those more choices. We have widened the Amul products’ portfolio and increased the reach of Amul brand.
Q. So what's the secret of your success?
There is nothing as such -- secret. As I mentioned earlier, our continuous focus on the three principles takes us further ahead.
Q. What’s Amul plans for the future?
By the year 2018-19, we are targeting to achieve a turnover of Rs. 30,000 crores. This is just the milestone which we have planned to achieve by maintaining our supremacy in the market. We are increasing our reach and like to penetrate further in market and maintain our strong hold and integration through the market.
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