Download - Amul Marketing Though time
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Durga Prasad
Rahul Sharma
Richa Sharma
Sudeep DSouza
Sushmita Banerjee
Vidyath V
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The Beginning
The Brand Amulwas formally registered in December 14th, 1946. I comes from theSanskritwordAmulyawhich means priceless.
Amulwas started by Dr. Verghese Kurien and is a movement of the dairy co-operative
in India. The co-operative was set up to help the farmers market and sell the milk
themselves and prevent the middlemen from skimming of the profits.
Amul spearheaded this White revolution
The management of the brand is done by the Gujarat Co- operative Milk Marketing
Federation Ltd (GCMMF) which is a cooperative organization.
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Brand Values
Commitment to Quality Value for money
The generation of awareness
The fostering of loyalty
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The First Advertising Strategy
1966 sees the creation of the Amul girl by Sylvester daCunha of the ASP Advertising
agency as a rival to the Polson .
In 1967 the first hoardingwas put up in Mumbaiwith the Amul girl.
The tag line of Utterly Butterly Delicious came out in October of 1967.
The first Topical ad came out in 1969 at the beginning of the Hare Rama Hare Krishna
movement.
Amul focused primarily on its milk, butter and cheese productswith a main branding
strategy ofQualityto promote milk as a commodity.
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Brand AMUL in 80s
Mascot Advertising continued to capture hearts
Umbrella Branding Strategy for its products
Gradually moved customer up the value chain from packaged milk
to tetra packs launched UHT range in 1983
Rotational Promotional Strategy
Launched Amulya Dairy Whitener
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Brand AMUL in 90s
The Challenges in 90'sConsumer Demand to widen the product range
Globalisation : Dedicated brand building campaign in international markets
Amuls Response to challenges
Launched Amul IceC
ream 1996 with the tag Real Milk. Real IceC
ream
Given that it is a milk company and the tagline indicating wholesomeness of its
products gave it a competitive advantage
Entered Mithai segment launched shrikhand, gulabjamun,
instant mithai mix, condensed milk
Also launched Malai Paneer and Pizza cheese
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Brand AMUL in 90s
The Taste of India campaign
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Brand AMUL in 90s
Amul promotes itself by sponsoring various movies, and TV shows. For example
In response to globalization, started exporting and setting
up distribution system in USA, Dubai, Singapore
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Brand AMUL in 90s
Brand name of over two million farmers, members of 10,000 village dairy
cooperative societies throughout Gujarat
Empowered village women with employment
On its 50 years completion, somewhere in 96-97, Amul launched this ad toindicate that they not only touch lives of lakhs of consumers but it is more
than a brand, a Belief to its lakhs of employees
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The Years 2000 2010
New Brand Strategies
Brand Building Contests
A Period of diversification
Aggressive moves into captured territory
The Pro Biotic Ice cream range
The Healthy Ice Cream
Sports Drink StaminaThe Energy + Nutrition product
Amul Water A failure
Amul Calci+ - Growing children, pregnant women and young adults
New Ventures
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A Period of diversification
Why diversify ??
As Not entirely demand driven.
Problem of plenty ...
Foray into the following Brand Repositioning
The main message - Health Based Products Working its masti on India
The Kool Range
The Bakery Segment The Amul Breakfast
Other Generic Products Cheese, Paneer, Condensed Milk
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Aggressive Moves
Challenging the Premium Ice Cream Brands
Value for Money ..
Impulse Buying (Dollies for kids, teens and couples) to
Sophisticated products (Party Packs etc.)
Brand war with Nutralite
Challenging Coke and Pepsi
SHAKTI , The Pitch Natural Vs Artificial
Challenging Cadbury
Occasion Based products
Nuts bout u
Kite BiteAmul Rejoice
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Amul Cyber Store
Amul in Social Networking
Amul Indulges in Second Life marketing Advergaming
Digital Advertising
Amul Parlors
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Thank You