Amul Brand Marketing Strategy
Transcript of Amul Brand Marketing Strategy
• FORMED IN 1946, IS A DAIRY COOPERATIVE MOVEMENT IN INDIA.
• A BRAND NAME MANAGED BY GUJARAT CO-OPERATIVE MILK MARKETING FEDERATION LTD. (GCMMF)
• JOINTLY OWNED BY 2.6 MILLION MILK PRODUCERS IN GUJARAT
• SPURRED THE WHITE REVOLUTION OF INDIA, WHICH HAS MADE INDIA THE LARGEST PRODUCER OF MILK AND MILK PRODUCTS IN THE WORLD. HAS FINALLY CREATED A BILLION-DOLLAR BRAND.
• OVERSEAS MARKETS - MAURITIUS, UAE, USA, BANGLADESH, AUSTRALIA, CHINA, SINGAPORE, HONG KONG AND A FEW SOUTH AFRICAN COUNTRIES
• FRESH PLANS OF FLOODING THE MARKETS OF JAPAN & SRI LANKA.
• DR VERGHESE KURIEN, FORMER CHAIRMAN OF THE GCMMF -THE MAN BEHIND THE SUCCESS OF AMUL.
INTRODUCTION
RawMilk
Condensed
Ghee Butter Cream
Packaged Milk
Ice creamBeverages
Dried
SkimmedMilk
Powder
BUSINESS PROCESS
TIER-1: VILLAGE LEVEL CO-OPERATIVE SOCIETY
TIER-2 : “UNION” – PROCESSING , PRODUCT,MANUFACTURING
TIER-3 : GCMMF- MARKETING STRATEGY
SEGMENTATIONSEGMENTATION IS ACCORDING TO NEED, UTILITY, LIFESTYLE, INCOME, TASTE
In India: GHEEBUTTER CHEESE LOW FAT BUTTER MARGARINE CHEESE SPREAD MOZZARELLA CHEESE
AMUL BUTTER
Changing retail environment Young & Children
NRI Hygiene conscious people
Diabetes CustomerHigh Profile Locations: Infosys, Wipro,
IIM,etc.
TARGET MARKET
A MASS MARKET PLAYER, NO PREMIUM OFFERINGS
USP – QUALITY WITH AFFORDABILITY UP AGAINST NICHE PLAYERS – VALUE ADDITION
TO CUSTOMERSNEW OFFERINGS FOR HEALTH CONSCIOUS AND
VIBRANT INDIA –
HEALTH AND ENERGY DRINKS : SUBSTITUTE FOR COLASAMUL COOL,CHAAS,AMUL KOOL CAFE A HEALTH DRINK MADE FROM MILK
ICE-CREAMPROBIOTIC AND SUGAR-FREE VARIANTS CHOCOLATES SUGAR-FREE BRAND CALLED CHOCO-MINI TO TARGET THE DIABETIC
POSITIONING• TASTE OF INDIA
PROMOTIONSUCCESSFULLY ADVERTISED PRODUCTS
WITHOUT USING ANY BIG BRAND AMBASSADOR
ADVERTING HAS CENTERED ON BUILDING A COMMON IDENTITY – HAPPY HEALTHY CARTOON POLKA DRESSED GIRL
USED JINGLE THAT REMAIN ON THE MINDS OF PEOPLE, EVOKING NATONAL EMOTION- TASTE OF INDIA
USES A VARIETY OF MEDIA TO COMMUNICATE BILLBOARD CAMPAIGN AT SAME LOCATION-
DADAR TTAMUL FOOD FESTIVALADVIERISEMENT AT VARIOUS ISSUES
INCREASED FAN FOLLOWING
ONE OF THE TOP TEN BRAND IN INDIA
IMPACT WHEN IT CHANGE FROM SAGAR
CONTROVERCY WITH AMUL MACHO
BENEFIT WHILE LAUNCHING NEW PRODUCT
• BRAND RECOGNITION AMUL IS KNOWN IN WORDWIDE ONE OF THE TOP TEN BRAND IN INDIA • BRAND LOYALTY EG. CURRENT MARKET SLACK MADE CONSUMER TO WAIT FOR AMUL PRODUCTS
• BRAND PENETRATION NOT ONLY BUTTER IT’S AMUL BUTTER
• BRAND RECALL TOP BRAND FOR DAIRY PRODUCTS
AMUL’S COMPETITOR
S
MILK MAHANAND
MOTHER DAIRY WARNA
BUTTER &CHEESEBRITANIANESTLE
CHOCOLATECADBURYNESTLE
ICE CRÈAMQUALITY WALLS
WADILALPESTONJI
CURD & GHEEWARNANESTLE
GOWARDHAN
AMUL’S MAJOR COMPETITORS
FOR MILK :- AMUL ALWAYS ON R&D ,THEY INTRODUCED TETRA PACK AVAILABLE IN MARKET, NOW INTRO OF FLAVOURED MILK
BUTTER &:- SEGMENTED MARKET & INTRO OF PRODUCT LIKE SALTED CHEESE BUTTER & LITE AS PER CONSUMER
CHOCOLETE:- TRY TO BE DIFFERENT THAN CAD & NESTLE
CURD & :- CAME WITH ATTRACTIVE PRICE WITH MORE EXPIRY PERIOD GHEE
ICE CREAM :- GIVEN ATRACTIVE LOOK, AND MORE VARIETY AT AFFORDABLE PRICE
FOOT ON EVERY SEGMENT OF MILK PRODUCTION
MARKETING DEVELOPING MARKETS FOR ITS PRODUCT WITH
PROPER RESEARCHCONSUMER CENTRIC STRATEGY FOLLOWEDEASY AVAILABILITY AT MARKET , TRY TO GET B TO C BUSINESS BY USING MEANS
LIKE INTERNETMAINTAINING A HEALTHY LEVEL OF CUSTOMER
BASE FOR ITS BASE PRODUCTS (LOW VALUE SEGMENT).
CHANGE PRODUCT ACCORDING TO CONSUMERS
INTELLIGENT MARKETING OF MILK, ICECREAM AND BUTTER MILK.
POST LAUNCH SURVEY
SURVEY AT THE TIME OF LAUNCH
PRE LAUNCH SURVEY
ALTERATION,CHANGES,REVIESED STRATEGY
STAMINAA ENERGY
DRINKAMUL KOOL
BETTER SEGMENTATI
ON
VARIETY
POSITIONED AS COLD
DRINK
INNITIALY FAILED
GREAT SUCCESES
CHANGED TO
•AMUL’S OWN OUTLETS AT EVERY 1 KM
APO
PROTECTION TO
RETAILERS
REDUCES GAP
CONSUMERS
AVAILABILITY CONTROL
ADVERTISING
BETTER MARKET
UNDERSTANDING
• IT’S STRONG BRAND NAME • HIGH LEVEL OF LOGISTICS• BETTER DISTRIBUTION CHANAL• COLD STORAGE FACILITY AT DISTRIBUTER LEVEL• PRODUCT AVAILABILITY IN MARKET • BETTER INFRASTRUCTURE • STRONG RELATIONSHIP WITH FARMERS• CONTINIOUS R&D• HEALTHY RELATIONSHIP WITH COSTOMERS
1. AMUL MILK
2. AMUL GHEE
3. AMUL BUTTER
4. AMUL CHEESE
5.AMUL KOOL
Expansion to foreign shores
• SIGNED AN AGREEMENT WITH WAL-MART TO STOCK ITS SHELVES WITH PRODUCTS UNDER ITS AMUL BRAND NAME.
• INTRODUCED LOW FAT VERSION FOR FOREGN CONSUMERS
• INTRODUCED GREAT VARIETY TO CONSUMERS AS PER THEIR TEST
• TARGETED NRI COMMUNITY IN US WITH UNDERSTANDING THEIR LIFE –STYLE, LIKE READY PACKING WITH PRODUCT LIKE MITHAI
A COMPANY INTENDS.....
TO DELIGHT CUSTOMERS
TO SATISFY STAKEHOLDERS
TO GET MUTUAL BENEFITS
TO SUSTAIN GROWTH
TO BE GLOBAL LEADER
THAT IS….
TO GIVE WHEEL TO FARMERS