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Presented By Prashant Kumar Shiv Kumar Saini Neha Sharma
INTRODUCTION
Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India.
The word amul is derived from the Sanskrit word amulya , meaning rare, valuable .
The co-operative was initially referred to as Anand Milk Federation Union Limited hence the name AMUL.
Formed in 1946, it is a brand managed by a Cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.6 million milk producers in Gujarat.
History
1996- Creation of the Amul girl By Sylvester daCunha.
1967- First hoarding was put up in Mumbai with the Amul
girl.
1967- Come with Tag line of “Utterly Butterly Delicious”.
1969-First Topical Ad came out.
Entered in the Guinness book of world record for being the
longest running campaign ever.
Mission and Vision
• Slogan:- The Taste of India• Vision :- To provide more and more satisfaction to the farmers ,employees
and distributers.
• Mission:- To satisfy the taste and nutritional requirements of the customers of the world, through excellence in marketing by our committed team.
Products• Milk• Butter • Ghee • Cheese • Masti Dahi • Yoghurt • Buttermilk • Chocolate • Ice Cream• Shrikhand • Paneer• Gulab Jamuns etc. In 2006 launched india’s first sport drink In 2007 introduced Kool Koko
NEW Product Launches
Amul Brown Ghee
Amul Whipping Cream
Amul Chesse Spread
Amul Cream Rich
Amul Garlic and Herbs Butter y Spread
Amul Slim and Trim
Located in India
Located outside India
Amul – Product Portfolio in Graph
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100% Market Share
Products
AMUL GROWTH
Targeting Middle class sector of India
Emphasizing more on Brand rather than single product
Advertising should be creative and in genuine
Always advertising its mother brand
Amul Food Festival
The Chef of India Contest
Slogan Likho disneyland dekho contest
Media PlatformsOutdoor Media: hoardings/billboards
Broadcast Media: television
Non-broadcast Media: cinema
Print Media: newspaper, general interesting magazines
Internet: independent websites, portals
Advertisement and promotions
Fresh and innovative
The clean, emotion-based ads
Amul ads -creative, apt for the current situation
The Amul ads are one of the longest running ads based on same theme
vying for the Guinness records
1% of its turnover on promotions
Based on Movies
Based on Politics
Based on Social Issues
Based on Sports
Amul Parlours are successfully operating in more than 1400 towns at high streets, residential areas, Railway Stations, Bus Stations, Educational Institutions and a whole lot of Centres of Excellence.
Here is a list of the few of the Amul parlours operating across the various parts of the countryIndian Institute of Management, AhmadabadNew Delhi Railway Station National Institute of DesignInfosys Technologies in Bangalore, Mysore & PuneWipro, BangaloreIndian Institute of Management, KolkataAhmedabad AirportKoyambedu Bus Station, TamilnaduSavitha Dental College, ChennaiIIT, Guwahati
OTHER PROMOTIONAL STRATEGIES
• Amul STAR Voice of India
• Amul Master Chef India
• Amulya Surabhi
• Amul Maharani Bano Contest
• Amul Chote Ustaad
• Amul Music Ka Maha Muqabla
• Amul Food Maha Challenge
• Amul Dance India Dance
Amul Girl• The Amul girl is the advertising
mascot used by Amul• created in 1966 by cartoonist
Eustace Fernandez• created as a response to Amul's
rival brand Polson's butter-girl
Outdoor Media• Using billboards and Hoardings
Internet
POS(Point of scale)
Sponsorship
Suggestions & Recommendations
• Amul can venture out on new products like dairy based sweets, baby food products.
• Amul must try to understand the cause of certain products like Amul basundi, gulab jamoon, and chocolates etc not being very popular. Amul need to take up thorough market research and work on improving these products.
• Though Amul’s hoardings are a huge success, it can penetrate even better in the rural areas by advertising actively through the media viz cable channels and newspapers. Sponsoring more shows on TV, sports events can be of great help.
• Amul can venture into offering low-fat versions of its products as it would help capture the hearts of second and third generation Indians in US & Global Market.
CONCLUSION
• We conclude that, AMUL one of the fastest growing industries of India. The
industry has revolutionized the Indian diary Sector. Also It was one of the
first successful cooperative associations in India and the market leader in
the dairy sector.
• Amul is Asia’s largest milk brand realized that with the changing lifestyle &
increased awareness about health issues.
• By identifying the targeted teenagers & youth ,who were biggest consumers
of colas & aerated drinks. The New variants of the brand were advertised
through major national channels with special focus on youth oriented TV
channel like MTV and Cartoon Network.
ThaNk You!!!