Amul- Digital marketing

Digital marketing of Amul ice-creams

Arjama Mukherjee[DM14D08]

Introduction• Amul was founded in the year 1946, by GCMMF in Anand Gujarat• Amul spurred India’s milk revolution • Now jointly owned by 3 million milk producers in Gujarat• Amul ice-creams was launched in 10th of March 1996• Achieved No. 1 position in the year 2012• Market share 38% as compared to 9% of HLL• Amul was the first company to introduce sugar free ice-creams in

India

4P’s associated in digital space

• Product: Sticks | Cones | Cups | Home packs Healthy

• Price: Economical | Affordable | Premium

• Place: Exclusive | Shopping malls | Convenient stores | Restaurants | Home delivery

• Promotion: T.V | Radio | Digital hoarding| Email | Zomato, Facebook | You tube

Why promote in digital platform ? • Pay per clip advertising• Need of frequent visibility• Affiliate marketing• Search marketing• In movies and daily soaps• We engage most of our times into digital cyberspace like facebook,

twitter, you tube, television

How to promote ?As gift hampers

Discounted coupons

Visibility

New product launch through facebook link

Hash tags are eye catching plus helps in searching

How digital marketing is better than traditional marketing

• Types of marketing• Direction of communication• Communication with consumer• Availability• Language

ANY QUESTIONS ?