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AMUL

Amul is an Indian dairy cooperative, based at Anand in the

state of Gujarat, India. The co-operative is also sometimes


referred to by the unofficial backronym: Anand Milk Union Limited. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (19732006), is credited with the success of Amul.

AMUL KOOL CAFE


Amul cool cafe is the best drink for summer hot days. The Amul cool cafe is an instant coffee mix, which is ready to drink. It gives the very good taste when it is

served chilled. This cold cafe is available in many


general stores. Those who dont like the coffee or the taste of coffee, even such people will love the taste of Amul cool cafe.
http://www.reviewstream.com/reviews/?p=18863

Amul Kool Cafe


Sector Food Products Tagline/ Slogan Chill your Dil USP Quality and affordability

SWOT Analysis
Strength
1.Good advertising and packaging 2.Amul is one of most recognised and popular brand names 3.Excellent distribution ensure product availability in retail store, groceries, restaurants etc

Weakness
1. Milk products have a limited shelf life 2. Global presence is limited and also lesser availability in rural areas

Threats
1. Soft drinks as indirect competition 2. Products like lassi or locally available flavoured milk

Opportunity
1. Pet bottles or pouches to increase packaging effectiveness 2.Tieups with colleges/institutions 3.Replacement for aerated drinks

SEGMENTATION

STP

GEOGRAPHICAL Overall India. DEMOGRAPHICAge- 12-30 Gender- Both Male and Female PSYCHOLOGICAL- Quality conscious children and adults BEHAVORIAL Coffee drinkers and non-coffee drinkers

Target Group
Kids and youth

Positioning
Taste of India by giving them quality products

Competition
Competitors 1. Aarey Energy Milk/ Lassi 2. MTR Milk 3. Local Milk brands 4. Cafes

BCG MATRIX OF AMUL KOOL CAFE


Relative Market Growth

Star

Problem child

Cash cow

Dog

Relative Market share

MARKETING OBJECTIVE
To create awareness about the product. To increase the market share. To make a strong customer base and to gain new customers from other categories. To improve the sales.

Marketing strategy

Advertising

Viral
Electronic Print Outdoor

Ad Campaign Theme
The campaign theme would be based on summer , easy availability of the product and replacement of cold coffee. No need to go all the way to the coffee shop to have a cold coffee. Every ad would focus on this. Pulsing strategy would be used.

Placements of ad
Television The ads would be aired during youth shows that is IPL entire season MTV- Roadies, Splitsvilla Channel V- D3, Gumrah 9XM Bindaas- Emotional Atyachaar

Print ads
The ads would be placed in following newspapers Bombay times quarter page ad

Outdoor
Transit bus and train advertising Hoardings would be placed outside some known colleges and schools Sky advertising (balloon) would be placed in IPL matches (stadium)

VIRAL MARKETING
Internet ads- Pop Up Ads, Advertising In Youtube (Video Ads) Banner Ads On Social Networking Site.

SALES PROMOTION
Contest and games in malls under the name of Amul Kool Cafe. Price off deals- 1 for Rs 30/- and 2 for Rs 55/(after summer)

Social Media Marketing


Creating page on social networking sites such as FACEBOOK & TWITTER. Find us on Facebook and Follow us on Twitter