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Amul leaves housewives for youthRupinder Sodhi is giving the
firm a makeover and e xpanding its reachKalpesh Damor & Vinay
Umarji / Ahmedabad Jan 24, 2012, 00:38 IST
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From sponsoring F1 teams to orienting products towards
youth,Amuls Sodhi is
giving his company a makeover. Yet, it also needs to focus on
pricing.
Rupinder Singh Sodhi looks like a man in a hurry. After taking
charge as the
managing director ofGujarat Co-opera tive Milk Marketing
Federation (GCMMF), or
Amul, on January 4, 2011, Sodhi has been busy trying to reinvent
Amuls b rand as
well as expand it into new categories.
For instance, the year 2011 saw Asias
largest milk brand spons or both the
Netherlands cricket team in the ICC
Cricket WorldCup as well as Switzerland-headquartered Saubers F1
team at the
inaugural Indian Grand Prix. Then, there are new products, such
as fresh fruit
yogurt called Flaavyo, pro-biotic lassi, close to 30 new
varieties in the ice-cream
segment, a re-packaging and re-branding of its ghee (butter oil)
products Sagar
andAmul, as well as energy drink Stamina and the companys latest
venture into
the quick service restaurant (QSR) business couple of months
ago. Come
Summer 2012, Amul is also s et to revamp its chees e and
condensed mi lk brand
and will also launch a frozen yogurt brand soon.
It is not as if Amul has nt forayed into new territory before
but the buzz around thecompany and its recent marketing efforts are
in sharp contrast to the kind of
attention Amul was getting a little more than a year ago, thanks
to the
controversial exit of its former m anaging director BM Vyas and
a no-trust vote
moved against its chairman Parthi Bhatol. (Though Vyas bid adieu
to GCMMF,
Bhatol survived the no-confidence motion.)
At a time when Amul was dogged by controversies, Sodhi, the
then-chief general
manager at GCMMF, was appointed as stand-in MD in June 2010 and
later on
officially took charge as MD in January 2011. Sodhi, who has
logged 29 years in
marketing and sales functionalities, has a very clear idea of
where he wants to
take Amul. Despite its reach and strong network, Amul was
perceived as a local
brand. The intention behind sponsoring sporting events was to
re-position Amul
as a global brand while retaining its focus on India, says RS
Sodhi, a member of
the first batch (1982) to graduate from the Institute of Rural
Management Anand
(IRMA). Sodhi has been with Amul since 1982.
Theres more to Sodhis gameplan. For a company traditionally
perceived as
hosting a brand for housewives, Amul is now aggressively
focusing on GenNext,sponsors hip of world events being one of the
conscious efforts in this direction.
These sports events that we sponsored were basically done to
target youngsters
and teenagers. The whole idea is to promote Amul as a young
brand, he adds.
(Even while re-packaging its ghee brand, Amul positioned it as a
health product aimed at youth and made it more
contemporary. Re-branding of its energy drink Stamina was yet
another step in that direction.)
TVS Sreekanth, research associate, FMCG & Media at Angel
Broking believes that Amul has grown by leaps and bounds
jus t in the past year. Amul launched a flurry of new flavours
in ice-cream and increas ed its focus on Amul Parlours . This
has added value to its retail and dis tribution chain by huge
proportions. The sm art thing that Amul has done as an industry
leader is that it has made its presence felt in new and fresh
product categories l ike Tetrapak milk and gourmet flavours of
ice-cream, says Sreekanth.
There is a distinct change in the way that Amul presents itself
today. Amul has been conservative in its approach but it
seems it has now turned aggressive, thanks to Sodhi. Various
developments have taken place on m arketing, advertising
and new product range fronts, says the MD of Sumul Dairy, Jayesh
Desai. (Sumul Dairy is run by Surat District Co-
operative Milk Producers Union, which is one of the 15-member
unions of GCMMF.) Design and packaging has also
changed noticeably, adds Desai.
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