new amul the taste of india and a campaign
Post on 14-Sep-2014
4.773 views
DESCRIPTION
TRANSCRIPT
![Page 1: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/1.jpg)
![Page 2: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/2.jpg)
COMPLIED MEMBERS:-
Name Roll No.
Anshu Tiwari 2012098
Shoaib Shaikh 2012080
Shoaib Shaikh 2012078
Rupesh Sharma 2012081
Presented To:- Prof Shamim
![Page 3: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/3.jpg)
A BRIEF HISTORY
Formed in1946 ,is dairy co-operative movement in India.
A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)
Jointly owned by 2.6 million milk producer in Gujarat.
Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world.
Overseas market Mauritius, UAE, USA, Bangladesh, Australia.
Dr. Varghese Kurien former chairman of GCMMF is the man behind the success of Amul.
![Page 4: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/4.jpg)
AMUL means “priceless” in Sanskrit. The brand name “Amul”, from the Sanskrit “Amoolya”, was suggested by a quality
control expert in Anand.
![Page 5: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/5.jpg)
WHAT IS AMUL ?
World’s Largest pouched milk brand
Largest food
brand in India
![Page 6: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/6.jpg)
CONTD..
AMUL - Anand Milk Union Limited.
GCMMF – Gujarat Co-operative Milk Marketing Federation Ltd.
FMCG – Fats Moving Consumers Goods.
Dr.Verghese Kurien Founder – Chairman Of the GCMMF.
![Page 7: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/7.jpg)
STUDY OF AMUL PRODUCTS.USP – Quality with AffordabilityUSP of Amul is its “TASTE”
![Page 8: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/8.jpg)
MARKET SIZE
Gujarat Co-operative Milk Marketing Federation (GCMMF), owners of Amul brand of milk and dairy products, posted sales of Rs 11,670 crore for the year ended March 2012, almost 55% more than Nestle India’s Rs 7,541-crore sales.
Amul owns 85 percent share in butter market and 75 percent in cheese share market. It may be mentioned here that Amul is the market leader in Rs 600 crore cheese market in India with 65-66% share. It also has 88% market share in butter, 63% share in infant milk and 45% market share in dairy whitener. Amul also enjoys a 26% share in the 25,000-crore packaged milk market.
With expected growth rate of 20 percent, 12% growth rate can be attributed to price rise and another 8 percent to rise in demand for dairy products.
![Page 9: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/9.jpg)
KEY PLAYERS OF AMUL
RS Sodhi, the new managing director of Gujarat Co-operative Milk Marketing Federation, wants to convert Amul into a strong food brand by pushing categories such as ice-cream, beverages, paneer, dahi and fruit lassi.
The 52-year-old alumni of the first batch of the Institute of Rural Management-Anand, who took over as the MD earlier this month, wants the co-operative to increase its turnover three-fold to 30,000 crore by 2020.
But, in an interview with Shramana Ganguly Mehta, he agreed that it is tough to compete with two dozen dairy product brands in every market.
![Page 10: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/10.jpg)
CONTD..
Verghese Kurien (26 November 1921 – 9 September 2012) was a renowned Indian social entrepreneur and is best known as the "Father of the White Revolution",for his 'billion-litre idea’.
Dairy farming became India’s largest self-sustaining industry.He made the country self-sufficient in edible oils too later on,taking head-on the powerful and entrenched oil supplying lobby.
He founded around 30 institutions of excellence (like AMUL, GCMMF, IRMA, NDDB) which are owned, managed by farmers and run by professionals
![Page 11: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/11.jpg)
BRAND ELEMENTS
Brand Elemen
t
Name
URL
Logo
Character /
Mascot
Jingle
Tagline/ Slogan
![Page 12: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/12.jpg)
CONTD..
The Tagline / Slogan: “The taste of India”
The Jingle: Utterly, butterly, delicious…..Amul
Brand Name: “Amul” is the acronym of
Anand Milk Union Limited.
The Character / Mascot:
The Amul moppet has been the mascot of Amul since 1967, sporting a young girl in
red polka dot frock with 'utterly butterly delicious’ jingle.
![Page 13: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/13.jpg)
ADVERTISING
In 1966, Amul hired Sylvester daCunha, then managing director of the advertising agency AS to design an ad campaign for Amul Butter.
DaCunha designed an ad campaign as series of hoardings with topical ads, relating to day-to-day issues.
The campaign was popular and earned a Guinness world record for the longest running ad campaign in the world.
In the 1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar had been involved with sketching the Amul ads; the latter rejected the trend of using celebrities in advertisement campaigns.
![Page 14: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/14.jpg)
CONTD..
Dabholkar credited chairman Verghese Kurien with creating a free atmosphere that fostered the development of the ads.
Despite encountering political pressure on several occasions, DaCunha's agency has made it a policy of not backing down.
Some of the more controversial Amul ads include one commenting on Naxalite uprising in West Bengal, on the Indian Airlines employees strike, and the one depicting the Amul butter girl wearing a Gandhi cap
Amul hired Draft FCB+Ulka for the brands of Amul milk, chocolates, paneer, ghee, ice-cream.
![Page 15: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/15.jpg)
![Page 16: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/16.jpg)
AMUL – INTEGRATED MARKETING COMMUNICATION
Communication Strategies: Amul mainly uses indirect action advertising to create a long term relationship with the consumer & never adopted aggressive selling practices.
Mainly two type of communication strategy was adopted by Amul.
Consumer Advertising
Institutional Advertising
![Page 17: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/17.jpg)
CONTD..
Media Platform: Amul has used following medial platform for creating a high brand equity.
Broadcast Media: Television Non Broadcast Media: Cinema-
amul.tv.com
Print Media: Newspapers, General interest Magazines Internet or Social Media: Independent websites, Portals, CSR activities. Outdoor Media: Hoarding / Billboards
![Page 18: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/18.jpg)
SOME CREATIVE ADS OF AMUL
![Page 19: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/19.jpg)
AND SO SRIDEVI RETURNS IN ENGLISH VINGLISH...
![Page 20: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/20.jpg)
![Page 21: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/21.jpg)
![Page 22: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/22.jpg)
UTTERLY BARFILY DELICIOUS AMUL
![Page 23: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/23.jpg)
PROMOTIONS
Amul Maharani contest: In this contest questions about Amul are asked..
![Page 24: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/24.jpg)
AMUL sponsored the Singing Competition AMUL Star Voice of India, Music ka maha mukabla
![Page 25: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/25.jpg)
MASTERCHEF INDIA
![Page 26: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/26.jpg)
OTHER PROMOTIONAL STRATEGIES
Amul FOOD Maha Challenge.
Amul STAR Voice of India.
Amul Master Chef India.
Amulya Surabhi.
Amul Maharani Bano Contest.
Amul CHOTE Ustaad.
Amul Music Ka Maha Muqabala.
![Page 27: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/27.jpg)
CONTD..
Cafe Amul is a Casual
DiningRestaurant in a pleasant
ambience which offers
scrumptious delicacies in pizzas,
burgers , sandwiches, sundaes
etc.
![Page 28: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/28.jpg)
VALUE PREPOSITION
Functional – Quality, Variety of products, Range of Products.
Emotional – It attracts people Emotionally with launching various products like Energy Drinks, Sugar free Products for health conscious people.
Economical – The Price of Amul Products is Equivalent to its quality. The fresh products which Amul deliver in reasonable prices is one of the Economical Propositions of Amul.
![Page 29: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/29.jpg)
REASON FOR SUCCESS
SUCCESS!!
Robust Supply Chain
Low Cost StrategyDiverse product mixAmul Butter, Ghee, Milk Powder, Cheese,Chocolate, Shrikhand, Ice Cream, Amulspray,Milk, Nutramul And AmulyaStrong Distribution
networkTechnologhy And E-Initiatives
![Page 30: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/30.jpg)
CONCLUSION
GCMMF that owns Amul , Asia’s largest milk brand realized that with
the changing lifestyle & increased awareness about health issues.
To utilize the potential of flavoured milk, butter milk & other milk
based beverages that have an age old tradition in India. By identifying the
targeted teenagers & youth , who were biggest consumers of colas &
aerated drinks.
The New variants of the brand were advertised through major national
channels with special focus on youth oriented TV channels like MTV &
Cartoon Network .
By identifying the trend & introducing variants , Amul has been
emerged as the fastest growing brand in non-carbonated soft drinks
category.
![Page 31: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/31.jpg)
SUGGESSTIONS & RECOMMENDATIONS
Amul must try to understand the cause of certain products like Amul Basundi, Gulab Jamoon, and chocolates etc not being very popular. Amul need to take up thorough market research and work on improving these products.
Amul can venture out on new products like dairy based sweets, baby food products.
Amul can also penetrate even better in the rural areas by advertising actively through the media viz. cable channels and newspapers. Sponsoring more shows on TV, sports events can be of great help.
![Page 32: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/32.jpg)
SPECIAL THANKS
![Page 33: New amul the taste of india and a campaign](https://reader036.vdocuments.mx/reader036/viewer/2022081412/5416022e8d7f728a6c8b491f/html5/thumbnails/33.jpg)