marketing strategy of amul .

8/12/2019 marketing strategy of amul .

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PRESENTED BY :

ANSH SHARMASANGRAM SINGH SENGAR

SHUBHANGI KASHYAP

SHUBHANGI PAWAR


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INTRODUCTION

In todays brand strategies, the word anticipation becomes more

important than prediction. We no longer have the luxury of being

reactive, we need to address not only the definite needs of consumers, butthe unclear needs as well. But when it comes to our basic needs

,consumer wants to believe on a single brand if it provides them full value

of their money. Such a brand which provides its customers a feeling of full

satisfaction is AMUL. The brand name Amul means AMULYA. This

word derived from the Sanskrit word AMULYA which means

PRICELESS. A quality control expert in Anand

had suggested the brand name AMUL.


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Formed in1946,is dairy co-operative

movement in India.

A brand name managed by gujarat Co-

operative Milk Marketing Federation(GCMMF)

Jointly owned by 2.6 million milk producer in

Gujarat.

Overseas market Mauritius, UAE, USA,

Bangladesh, Australia.

Dr. Varghese Kurien former chairman of

GCMMF the man behind the success of

AMUL .


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Brand

Element

Name

Logo

Tagline/

Slogan

JingleURL

Character /

Mascot

1. Brand Name: AMUL is the acronym of

Anand Milk Union Limited.

2. The Tagline / Slogan: The taste of India

3. The Jingle: UTTERLY BUTTERLY

DELIICIOUS AMUL!!......

4. URL:WWW.AMUL.COM


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CookingCheese Desert

AMULpasteurized

processed cheeseAMUL cheese

spreads

AMUL emmentel

cheese

AMULpizza

mozzarella cheeseGouda cheese

AMUL ice cream

AMUL shrikhand

AMULmithaigulabjamun

AMUL

chocolates

AMUL lassi

AMULbasundi

AMULpure ghee

AMUL cooking

butterAMUL

malaipaneer

Utterly delicious

pizza

Masti dahi

Health Drink

Nutramul

AMUL shakti

health food

drink


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AMUL never forgot its prim ry customer

- AMUL collects 447,000 ltrs of milk from 2.12 million

farmers (many illiterate)

Product for youth-AMUL launched Chocolate milk under brand

name of AMUL Kool Koko targeting the youth

Product for diabetic peopleIndias First Pro-Biotic Wellness Ice cream &

Sugar Free Delights For Diabetics
http://images.google.co.in/imgres?imgurl=http://static.ibnlive.com/pix/sitepix/02_2008/fortified_foods_248.jpg&imgrefurl=http://ibnlive.in.com/news/more-urban-women-opting-for-fortified-foods-now/60058-17.html&usg=__AEgwQyhtrFO6rmW6slzey8o-vRI=&h=178&w=248&sz=19&hl=en&start=8&sig2=MYxOATKmB_NBTlssq8szaw&tbnid=sMSc5GoYArdFjM:&tbnh=80&tbnw=111&prev=/images?q=diet+concious+working+indian+woman&gbv=2&hl=en&ei=9DAtSqWvFoKQsAawtuSeDA


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Communication Strategies: AMUL mainly uses indirectaction advertising to create a long term relationship withthe consumer & never adopted aggressive selling practices.

Mainly two type of communication strategy was adopted byAMUL.

1.Consumer Advertising

2. Institutional Advertising


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Media Platform:AMULhas used following medial platformfor creating a high brand equity.

1. Broadcast Media:Television

2. Non Broadcast Media: Cinema-AMUL.tv.com

3. Print Media:Newspapers, General interest Magazines

4. Internet or Social Media:Independent websites, Portals,CSR activities.

5. Outdoor Media:Hoarding / Billboards


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Technical manpower

Demand

Margins

Problem in distribution

Perishability

Competition

Flexibility in market

Export

potential

Milk vendors

Competition


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Mental Map: A mental map is generally a visual depiction ofthe core brand association. From this mental map we will define

the brand Mantra. Brand mantra for AMUL butter is given here.

Youthful

Cheerful

HealthyReliable

Fun Loving

Brand Mantra:


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Brand Values:The core values of the company are: To provide

remunerative returns to farmer, give the best quality product to

consumer, and the best possible price.

Sources of Brand Equity: Not only the core values Core team associated with the brand is still the

same helped them maintain consistency in communication.

Strategy of Umbrella branding has also helped established the brand

firmly.

AMULs uttary buttery campaign is the longest running campaign.

Playing the role of a social observer through its weekly comments

AMULgirl.


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Brand Salience AMULButter

High Awareness level of the brand

Brand Performance Easily Available

Rich Taste & Aroma

High nutritional value

Brand Imagery Ethical

Family

Cheerful and fun loving


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Consumer Judgments

High quality, Superior & Credible

Consumer Feelings

Emotional Attachment

Patriotic sentiments

Consumer Brand resonance

Low involvement productYet Brand loyalty


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AMUL butter is in its maturity stage,as it is the

most profitiable stage definitely AMUL butter is

making huge profits as it dominates the market

with an overall share of 86%.

The sale is definitely increasing but at a slower

pace,has a vey strong brand awareness and

advertising expenditure thus redused.


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-Four Ps


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All activities of designing and producing thecontainer for a product.


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Which butter is better?


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Identify the brand

Convey descriptive and

Persuasive informationFacilitate product

Transportation and

protectionAssist at-home storage

Aid product consumption


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s

Identifies

Grades

Describes

Promotes


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Can you name this product?


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For the consumer, a brand is a set ofperceptions, associations, and the

likes

That creates a inside the

consumer

That ultimately leads to some expectation of

value


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CONCLUSION

GCMMF that owns Amul , Asias largest milk brand realized

that with the changing lifestyle & increased awareness about

health issues , there has been a discernable shift towards health

based drinks from carbonated drinks. To utilize the potential of

flavoured milk, butter milk & other milk based beverages that

have an age old tradition in India. 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 channels like MTV & artoon Network . Byidentifying the trend & introducing variants , Amul has been

emerged as the fastest growing brand in non-carbonated soft

drinks category.


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