amul -integrated marketing communication

INTEGRATED MARKETING COMMUNICATIONS

Sagar A Agrawal Sagar Agrawal Rajwin Patel Pratik Gandhi

Today’s Agenda Introduction

Business Model

STP Analysis

Intelligent Marketing

Ads (Print, TV)

Social Media

Competition

The moppet who put Amul on India's breakfast table50 years after 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.

Introduction

It is a dairy cooperative movement in India. It

is a brand name managed by an apex

cooperative organization, Gujarat Co-

operative Milk Marketing Federation Ltd.

(GCMMF), which today is jointly owned by

some 2.6 million milk producers in Gujarat,

India.

Amul (Anand Milk Union Limited)

Amul (Anand Milk Union Limited)

Formed in 1946,

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.

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.

“That which we call a roseBy any other name would smell as sweet."

AMUL means "priceless" in Sanskrit.

The brand name "Amul," from the Sanskrit "Amoolya”.

Today Amul is a symbol of many things.

Reason For Success

Bread Spreads

Milk Drinks Powder Milk

Fresh Milk

Cheese For CookingDessertsHealth Drink

World's Largest

Pouched Milk

Brand

World's Biggest

Vegetarian Cheese

Brand

Largest Food Brand And Business In India

Largest Food Brand And Business In India

Product

Bread Spreads Milk Drinks Powder Milk Fresh Milk Cheese Chocolate

Amul Product’s Diversification

Business Model

Every day Amul collects 7 million of milk from 2.6million farmer

(many illiterate), Convert there milk into branded, package

products and delivery good to over 500,000 retail outlet across

the India

Its supply chain one of the most complicated in India

OPPORTUNITIES: Subscription Revenues to Drive Industry Growth; Mobile TV Added Channel

Annual Turnover Of Rs 4300 Crores (2006-07)

IMC Budget = 100 crores (amul spend 1% of its turnover @ promotion)

Rs 10,000-crore mark over the next three years.

Four decades to become Rs 2,000-crore entity But, the turnover doubled to over Rs 4,300 crores within nine years from 1999 to 2007

IMC budget forecasted by us

CAGR: 32%

Break down of IMC BUDGET

- 20 cr for electronic media - 10 cr for print media (in all languages in

india & overseas market)- Events, Sponsorship = 30 crs- Billboards,pamplets,flex,flyers = 15 crs- Educating India 7.5 cr- CSR 7.5 cr.

IMC budget forecasted by us

Third party service providers - core is milk processing , production of dairy products - logistics of milk collection, distribution of dairy products, sale of products through dealers and retail stores

Third party service providers - core is milk processing , production of dairy products - logistics of milk collection, distribution of dairy products, sale of products through dealers and retail stores

Umbrella brand - common brand for most product categories - Amul's sub-brands , edible oil products - Dhara, mineral water - Jal Dhara brand while fruit drinks - Safal

Umbrella brand - common brand for most product categories - Amul's sub-brands , edible oil products - Dhara, mineral water - Jal Dhara brand while fruit drinks - Safal

Developing demand- limited purchasing power, modest consumption levels - a low-cost price strategy products

Developing demand- limited purchasing power, modest consumption levels - a low-cost price strategy products

The distribution network- dry and cold warehouses - cash transactions throughout the supply chain - JIT improves dealers' return on investment (ROI

The distribution network- dry and cold warehouses - cash transactions throughout the supply chain - JIT improves dealers' return on investment (ROI

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 is not as easy in curd and low fat products, due to mixed audiences, various culinary applications , eg. ghee, butter and cheese.

SegmentationSegmentation

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 400 Amul parlours across the country, which contributed 3% to the brand’s total turnover last year.

High profile locations: Amul parlours are today present on campuses of Infosys, Wipro, IIM-A, IIT-B, Temples, Metro rail and railway stations in Gujarat.

TargetingTargeting

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 Promotion

One of the most conservative FMCG entities — GCMMF — spends a mere 1% of its turnover on promotions.

GCMMF has written and re-written rules of the game.

Amul butter girl is one of the longest run ad campaigns in the country for 41 years.

Intelligent marketing of milk, icecream and butter milk.

Intelligent Marketing Intelligent Marketing

Customer based market segmentation :

KIDS

WOMEN

CALORIE CONSCIOUSCALORIE CONSCIOUS

HEALTH CONSCIOUS

YOUTHYOUTH

Amul Kool, Chocolate Milk, Nutramul Energy Drink, Amul Kool Milk Shake

Amul Calci+

Utterly Delicious Pizza, Amul Emmental Cheese, Amul Cheese Spread

Amul Lite, Sagar Skimmed Milk Powder, Amul Lite Slim & Trim Milk

Nutramul, Amul Shakti Health Food drink

Industry based market segmentation

Milk

Butter/Cheese/GheeButter/Cheese/Ghee

Ice-cream ManufacturersIce-cream Manufacturers

Temples

Pizza RetailersPizza Retailers

Snacks RetailersSnacks Retailers

Coffee Shop Chains

Print ads- top hits

Being humorous

Our print ad

AMUL- THE TASTE OF INDIA

• Amul Star Voice of India

• Amul Chef of the Year, 2009 contest.

• Amul Maharani Contest, 2008-09.

• Amul Food Festival Contest.

• Slogan likho Disneyland dekho contest.

• Amulya Fly to Bangkok Contest.

Contests

recipes

Amul Cheese Cook Book series with its meticulously

detailed recipes will definitely equip you with a few tricks

up your sleeve but we think it has a wider spectrum.

Ghee Recipes

Cheese Recipes

Paneer Recipes

Mithai Mate Recipes

Useful Ingredients

Glossary of Ingredients

recipes

Amul "Utterly Delicious" Parlours 

• Amul has recently entered into direct retailing through "Amul Utterly Delicious" parlours created in major cities Ahmedabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat.

• Amul has plans to create a large chain of such outlets to be managed by franchisees throughout the country.

Social Media

Internet Marketing

Blogging

Micro-Blogging

Email Marketing

Content Development

Regular updates

Professional Networking

Social Media Channels