amul marketing though time

8/9/2019 Amul Marketing Though time

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Durga Prasad

Rahul Sharma

Richa Sharma

Sudeep DSouza

Sushmita Banerjee

Vidyath V


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The Beginning

The Brand Amulwas formally registered in December 14th, 1946. I comes from theSanskritwordAmulyawhich means priceless.

Amulwas started by Dr. Verghese Kurien and is a movement of the dairy co-operative

in India. The co-operative was set up to help the farmers market and sell the milk

themselves and prevent the middlemen from skimming of the profits.

Amul spearheaded this White revolution

The management of the brand is done by the Gujarat Co- operative Milk Marketing

Federation Ltd (GCMMF) which is a cooperative organization.


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Brand Values

Commitment to Quality Value for money

The generation of awareness

The fostering of loyalty


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The First Advertising Strategy

1966 sees the creation of the Amul girl by Sylvester daCunha of the ASP Advertising

agency as a rival to the Polson .

In 1967 the first hoardingwas put up in Mumbaiwith the Amul girl.

The tag line of Utterly Butterly Delicious came out in October of 1967.

The first Topical ad came out in 1969 at the beginning of the Hare Rama Hare Krishna

movement.

Amul focused primarily on its milk, butter and cheese productswith a main branding

strategy ofQualityto promote milk as a commodity.


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Brand AMUL in 80s

Mascot Advertising continued to capture hearts

Umbrella Branding Strategy for its products

Gradually moved customer up the value chain from packaged milk

to tetra packs launched UHT range in 1983

Rotational Promotional Strategy

Launched Amulya Dairy Whitener


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Brand AMUL in 90s

The Challenges in 90'sConsumer Demand to widen the product range

Globalisation : Dedicated brand building campaign in international markets

Amuls Response to challenges

Launched Amul IceC

ream 1996 with the tag Real Milk. Real IceC

ream

Given that it is a milk company and the tagline indicating wholesomeness of its

products gave it a competitive advantage

Entered Mithai segment launched shrikhand, gulabjamun,

instant mithai mix, condensed milk

Also launched Malai Paneer and Pizza cheese


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Brand AMUL in 90s

The Taste of India campaign


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Brand AMUL in 90s

Amul promotes itself by sponsoring various movies, and TV shows. For example

In response to globalization, started exporting and setting

up distribution system in USA, Dubai, Singapore


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Brand AMUL in 90s

Brand name of over two million farmers, members of 10,000 village dairy

cooperative societies throughout Gujarat

Empowered village women with employment

On its 50 years completion, somewhere in 96-97, Amul launched this ad toindicate that they not only touch lives of lakhs of consumers but it is more

than a brand, a Belief to its lakhs of employees


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The Years 2000 2010

New Brand Strategies

Brand Building Contests

A Period of diversification

Aggressive moves into captured territory

The Pro Biotic Ice cream range

The Healthy Ice Cream

Sports Drink StaminaThe Energy + Nutrition product

Amul Water A failure

Amul Calci+ - Growing children, pregnant women and young adults

New Ventures


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A Period of diversification

Why diversify ??

As Not entirely demand driven.

Problem of plenty ...

Foray into the following Brand Repositioning

The main message - Health Based Products Working its masti on India

The Kool Range

The Bakery Segment The Amul Breakfast

Other Generic Products Cheese, Paneer, Condensed Milk


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Aggressive Moves

Challenging the Premium Ice Cream Brands

Value for Money ..

Impulse Buying (Dollies for kids, teens and couples) to

Sophisticated products (Party Packs etc.)

Brand war with Nutralite

Challenging Coke and Pepsi

SHAKTI , The Pitch Natural Vs Artificial

Challenging Cadbury

Occasion Based products

Nuts bout u

Kite BiteAmul Rejoice


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Amul Cyber Store

Amul in Social Networking

Amul Indulges in Second Life marketing Advergaming

Digital Advertising

Amul Parlors


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Thank You

amul marketing though time

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