amul- marketting and ad strategy

Presented by:Amson SymonS3 MBANo:03

MARKETING AND ADVERTISEMENT STRATEGIES

• 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 .

• Founder: Verghese Kurien• Founded: December 14, 1946• CEO: R.S. Sodhi

• CooperativeIndustryDairy/GCMMF Founded 1946 HeadquartersAnand, Gujarat

• Key people : Chairman, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF)Products

• Revenue US$3.1 billion (2013–14)Number of employees

• 750 employees of Marketing Arm. 50 sale offices around india. 3000 whole salers, 500000 plus retailers, 2.8 million plus milk producers owned

• [1]SloganThe Taste of India• Overseas market Mauritius, UAE, USA, Bangladesh,

Australia.

“we the motivated and dedicated workforce at amul are committed to produce wholesome and safe foods of excellent quality to remain market leader through development of quality management system, state of art technology, innovation and eco-friendly operations to achieve delightment of customers and milk producers.”

Mission

Year of Establishment 1973

Members 17 District Cooperative Milk Producers' Unions

No. of Producer Members 3.23 Million

No. of Village Societies 17,025

Total Milk handling capacity per day 23.2 Million litres per day

Milk Collection (Total - 2013-14) 4.79 billion litres

Milk collection (Daily Average 2013-14) 13.18 million litres

Cattlefeed manufacturing Capacity 6190 Mts. per day

Sales Turnover -(2013-14) Rs. 18143 Crores (US $ 3.1 Billion)

HISTORY

Khaira-seasonal crops-starving farmers-milk at lower price to middle man-bombay milk scheme-milk from anand to bombay (426km)-polson limited made huge profit-sardar patel-mr.marorjibai desai meeting at khaira jan 1946-(cooperative society-union-own processing units-govt should buy milk from them)-15 days of strike –milk commisioner of bombay sanctioned-dec 14,1946 the Kaira District Co-operative Milk Producers-began pasteurizing-250 l per day-5000 l per day- more milk in winter- unicef and newzealand under colombo plan- 50 lakh plant fao technical support-

Contd…-nov 15, 1954 dr.rajendra prasad-foundation stone-

1955 oct 31 jewaharlal nehru-amul brand name-baby food and cheese-1964 lal bahadur shastri inaugrated cattle feed plant- and appointed mr kurian general manager- replication of anand model all over country-NDDB (1969-70)- led to WHITE REVOLUTION

PRODUCT MIX

CookingCheese  Desert Health Drink

•Amul pasteurized processed cheese•Amul cheese spreads•Amul emmentel cheese•Amul pizza mozzarella cheese•Gouda cheese

•Amul ice cream•Amul shrikhand•Amul mithaigulabjamun•Amul chocolates•Amul lassi•Amul basundi

•Amul pure ghee•Amul cooking butter•Amul malaipaneer•Utterly delicious pizza•Mastidahi

•Nutramul•Amul shakti health food drink

PRODUCT MIX

Powder MilkBread Spread Milk Drinks Fresh Milk

•Amul fresh milk•Amul gold milk•Taza double toned milk•Amul liteslim and trim milk•Amul fresh cream •Amul shakti toned milk•Amul calciplus

Amul spray infant milk food•Amul instant full cream powder•Sagar skimmed milk powderr•Sagar tea coffe whitener•Amul dairy whitener

•Amul kool milk shake•Nutramul energy drink•Amul koolflavouredbottled milk•Amul mastispiced buttermilk•Amul koolthandai.

•Margarine Amul butter•Amul lite•Delicious table

STP

• Segment• People who need milk and milk products for

day to day use• Target Group• Lower, Middle and upper middle class families• Positioning• An Indian brand producing superior quality

products

Successful Brand Strategy1.Product Positioning Strategy•India’s first Pro –biotic Wellness Icecream

& sugar free delights for diabetics.

•Amul launches “ Fresh Paneer free from

harmful chemicals.

•Low priced Amul Icecreams

• 3. Effective Segmentation• Wide range of product categories caters to

consumers across all market segments.

Eg:- Amul Kool is targeted at childeren, teenagers prefer Kool Café as it has a cool imagery associated with it.

4. Changing the Retail Environment

Striking out on its own with AMUL outlets or parlours to

deliver consumers total brand experience.

5. Product RepositioningAmul marketed bottled water named “Jaldhara”

But due to its less potential in the market

It launched “ Narmada Neer”

6. Product Overlap• Amul processed cheese vs. cheese spread

• Nutramul Energy Drink vs. Amul Kool

7. Product Design Strategy

“Whether to offer standard or customized products.”

Amul has offered a mix of both standard & customized

products.

Use of Utterly-Butterly Girl:

Using since 1967.

Entered in the Guinness Book Of World Records for being

the longest running campaign ever.

Product for every one

• Amul never forgot its “primary 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 people - India’s First Pro-Biotic Wellness Ice

cream & Sugar Free Delights For Diabetics

Product for every one

• Product for the health conscious

- Amul Launched “low fat, low cholesterol

bread spreads”

• Product for the price sensitive India

- Low Priced Amul Ice Creams and affordable ‘sagar’ whitener

• Product for the urban class - Amul launched emmental,

gouda and pizza mozzarella cheese

THE ULTIMATE STRATEGY

The moppet who put Amul on India's breakfast table

When it was first launched, Amul's sale figures have

jumped from 1000 tonnes a year in 1966 to over

25,000 tonnes a year in 1997. No other brand comes

even close to It. All because a thumb-sized girl

climbed on to the hoardings and put a spell on the

masses.

• Sylvester daCunha was the brain behind the creation of Amul girl (1966). Now, Rahul daCunha, son of Sylvester daCunha and MD and creative head of daCunha Communications is the head of Amul advertising campaign. Copy writer is Manish Jhaveri and Jayant Rane is the artist who has been sketching Amul cartoons for a quarter-century

Advertisement and Campaigning • a cute and chubby girl usually dressed in a polka dot dress• The Amul girl was created as a response to Amul's rival brand Polson's

butter-girl.• Amul hired sylvester dachunha in 1966. since than they are designing their

Marketing campaigns. • The campaign was widely popular and earned a Guinness world record for

the longest successful running ad campaign in the world.• The White Revolution of India inspired the notable Indian film-

maker Shyam Benegal to base his film Manthan (1976) on it.• Also a british company produced cheese namely, uttery butterly• Amul Girl and uttaly Butterly Delicious campaign was highly successful in

Indian Market (In every Segment). • Using current affairs as theme since 1969

Advertisement

• Budget – Amul is investing 1% of its revenue which is very low as compared to Industry Average 8.9%.

• USP of the Brand- Most trusted brand • USP of the Advertisement- Multipurpose

Butter (used in homes and Restaurants also).• Have sponsered 2012 olympic team and f1

AMUL OUTLETS

• Amul has justified its undisputed leadership in foods business by creating 6000 Amul preferred outlets in a record time which exclusively sell wide range of Amul products.

• This has been possible due to strong brand equity and immense consumer support. We are now having ambitious plans of creating 10,000 Amul parlours by 2012.

• 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 country

• Indian Institute of Management, Ahmedabad• New Delhi Railway Station PF6/7 & PF10/11• National Institute of Design• Infosys Technologies in Bangalore, Mysore & Pune• Wipro, Bangalore• Indian Institute of Management, Kolkata• Ahmedabad Airport• Koyambedu Bus Station, Tamilnadu• Savitha Dental College, Chennai• IIT, Guwahati• "Amul Preferred Outlets (APOs)” are an excellent business opportunity for budding

entrepreneurs.

Amul ads, relating to day-to-day issues.These were popular and earned a Guinness world record for the longest running ad campaign in the world.