AMULS STORY OF ADVERTISING

PRESENTED BY,

MIDHUN ANAND

SB COLLEGE,KERALA

LARGEST FOOD BRAND AND BUSINESS IN

INDIA

Formed in 1946, is a dairy cooperative movement in India.

A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)

Jointly owned by 2.79 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.

INTRODUCTION

Dr Varghese Kurien, former chairman of the GCMMF -the man behind the success of Amul.

Has a 15% market share in the Rs 15,000 crore milk category, and a 37% share in the Rs 900 crore organized ice-cream segment.

Helps poor farmers to get best returns by eliminating middleman.

INTRODUCTION

BUSINESS MODEL

Amul positioned as daily essential product

Highest hygienic standards ,offer product at fair & acceptable price.

Every day Amul collects 8.4 million liters of milk from 2.79 million farmers (many illiterate), converts the milk into branded, packaged products, and

delivers goods to over 500,000 retail outlets across the country.

THE AMUL MODEL…

AMUL:BRAND BUILDING…

First and foremost is quality

Second, for the long term relationship the brand must give value for

money.

The third element of building relationship is availability.

Fourth and most important part is service, any brand to build its image.

BRAND NAME COMMUNICATION

Acronym of ANAND MILK UNION LIMITED, Amul is also derived from

Sanskrit word “Amulya” which means Invaluable.

In 1966,Amul Hired Sylvester daCunha, to create new ad campaign for

amul butter.

daCunha designed an ad campaign as series of hoardings with

topical ads ,relating to day to day issues

ABOUT AMUL MASCOT…..

A cute and chubby girl usually dressed in a polka dot dress.

And the tagline, ‘Utterly Butterly Delicious Amul’ is just as catchy.

The Amul girl was the brainchild of Sylvester daCunha,

The ads were designed as a series of hoardings with designs relating to

day-to-day issues.

The beauty of these ads is that instead of using a celebrity, a character

was created from scratch and associations built around it.

AMULS PHILOSOPHY……

To be fresh ,simple & innovative

Clean emotion

based ads

No use of hi-tech special

effects

AMUL GROWTH

Sales Turnover Of 1505 million US dollar in 2008-2009

1994-95

1995-96

1996-97

1997-98

1998-99

1999-00

2000-01

2001-02

2002-03

2003-04

2004-05

2005-06

2006-07

2007-08

2008-09

Sales US $ (in million) 355 400 450 455 493 493 500 500 575 616 672 850 1050 1325 1504

0

200

400

600

800

1000

1200

1400

1600

Sales US $ (in million)

Sales US $ (in million)

SERIES OF ADVERTISEMENTS…

Wide range of product categories caters to consumers across all market segments. For example, Amul Kool is targeted at children, while teenagers prefer Kool Café, as it has a cool imagery associated with it.

Segmentation

Changing retail environment

Striking out on its own, with Amul Outlets or parlours to deliver consumers total brand experience

Launched in 2002, there are now over 4700 Amul parlours across the country, which contributed 3% to the brand’s total turnover in year 2009.

Targeting

Given this wide product portfolio, Amul’s approach is to promote its brands in a rotational cycle of two to three years.

After ice-creams were launched in 1996, the category was re-visited in 1999, in order to improve availability of the product and make it affordable.

The focus shifted to cheese in 2001, Amul Masti Chaas in 2004-05 (sales of Masti dahi grew by 25%), Nutramul and Kool Kafe in 2006 and this year the focus is on Amul Koko — cold chocolate drink

Promotion

MARKETING COMMUNICATION CHANNELS..

Uses a variety of media to communicate

Most famous is billboard campaign

The endearing polka dressed girl and pun at various issues increased brand’s fan following.

UMBRELLA BRANDING….

Amul is the common brand name for most of the common products

across categories.

For example Amul Girl has been used to advertise Amul Ghee and milk.

The corporate advertising campaign – The Taste of India caters to

people belonging to all works of life and cultures.

It revolves around one day old child who needs milk as much to a dead

man who needs Ghee.

Umbrella Branding depends on having consistent and clear brand

identity across the variants.

SALES PROMOTION

Amul food festival, which has been held for the last

four year between October and December in about

50,000 retail outlets.

The Chef Of India contest invites people to come

up with recipes using as many Amul products as

possible. The recipe can be submitted on Amul’s

website.

Slogan Likho Disneyland Dekho Contest.

PUBLIC RELATIONS

Amul yatra,distributors and their salesman are

taken on to visit they are shown dairy plants , their

upkeep international standards and hygiene quality

practice adopted for clean milk production.

Amul‟s Tree plantation initiative : Amul relief trust.

Amul Vidya Award, Amul‟s vision is to see

educated talented students contributed to the

nation.

Amul took the initiative as Amul vidyashree and

vidyabhushan award instituted to recognize the

brilliance of students across India.

DIRECT MARKETING

Amul has recently entered in to direct retailing

through Amul “Utterly Delicious” parlours in major

cities like Ahmedabad , Bangalore, Baroda, Delhi,

Mumbai, Hyderabad, Surat.

“Amul Utterly Delicious” parlours are in excellent

business opportunity for investors, shopekeepers

and organizations.

In order to come closer to the customer, they

decided to create model for retail outlets, which

would be known as “Amul preferred outlets” (APO).

CONSUMER ADVERTISING

It is primarily directed at consumers.

These are directed to potential buyers of consumer

products through mass media.

As the number of buyer consumer items are widely

dispersed, consumer advertising used as marketing

tool.

Amul had as its target was the middle class of

Indian sector, but the point to be highlighted here is

that they relied more upon emphasizing their brand

rather than single product.

OUTDOOR ADVERTISING THROUGH MASCOTS

famous moppet in polka dotted frock and half pony

tied up. The slogan has influenced so much so that

it connects to the common man.

As a result,sales figures just jumped up because

the girl put a spell on the masses.

highlights the clever use of topical advertising by

GCMMF using humor , to generate high brand

recall.

It lies in simple message and creativity that has lots

of fun and humor.

ONLINE MARKETING

GCMMF is the first Indian Corporate on the web

since 1996 and put up Amul Cyberstore as e-

coomerce activity in India.

GCMMF has launched amulgreetings.com and

amulkids.com to extend the brand identity to kids

and teenagers.

virtual production facility in second life by setting up

its virtual parlor.

BRITTANIA

NESTLE

HLL

CADBOURY

MOTHER DAIRY

:

Amul has risen from Indian soil and it remains Indian in every sense.

There is ample scope in the low priced segment as also in other categories.

There are a significant number of retailers who are currently stocking more than two brands.

Amul has the opportunity to capture the more evolved young adults and children who are open to new products provided they meet their expectations.

CONCLUSION

THANKYOU…