Sie sind auf Seite 1von 28

S

Presented By
Prashant
Kumar
Shiv Kumar
Saini

INTRODUCTION
AmulisanIndiandairycooperative,basedatAnandinthestateofGujarat,
India.
ThewordamulisderivedfromtheSanskritwordamulya,meaningrare,
valuable.
Theco-operativewasinitiallyreferredtoasAnand Milk Federation Union
LimitedhencethenameAMUL.
Formedin1946,itisabrandmanagedbyaCooperativebody,theGujaratCooperativeMilkMarketingFederationLtd.(GCMMF),whichtodayisjointly
ownedby3.6millionmilkproducersinGujarat.

History
1996-CreationoftheAmulgirlBySylvesterdaCunha.
1967-FirsthoardingwasputupinMumbaiwiththeAmul
girl.
1967-ComewithTaglineofUtterlyButterlyDelicious.
1969-FirstTopicalAdcameout.
EnteredintheGuinness book ofworldrecordforbeingthe
longestrunningcampaignever.

Mission and Vision

Slogan:-TheTasteofIndia
Vision :-Toprovidemoreandmoresatisfactiontothefarmers,employees
anddistributers.

Mission:-Tosatisfythetasteandnutritionalrequirementsofthecustomers
oftheworld,throughexcellenceinmarketingbyourcommittedteam.

Products

Milk
Butter
Ghee
Cheese
Masti Dahi
Yoghurt
Buttermilk
Chocolate
Ice Cream
Shrikhand
Paneer
Gulab Jamuns etc.
In 2006 launched indias first sport drink
In 2007 introduced Kool Koko

NEW Product
Launches
Amul Brown Ghee
Amul Whipping Cream
Amul Chesse Spread
Amul Cream Rich
Amul Garlic and Herbs Butter y Spread
Amul Slim and Trim

Located in India

Located outside India

Amul Product Portfolio in Graph

AMUL GROWTH

TargetingMiddleclasssectorofIndia
EmphasizingmoreonBrandratherthansingleproduct
Advertisingshouldbecreativeandingenuine
Alwaysadvertisingitsmotherbrand
AmulFoodFestival
TheChefofIndiaContest
SloganLikhodisneylanddekhocontest

Media Platforms
OutdoorMedia:hoardings/billboards
BroadcastMedia:television
Non-broadcastMedia:cinema
PrintMedia:newspaper,generalinterestingmagazines
Internet:independentwebsites,portals

Advertisement and promotions


Freshandinnovative
Theclean,emotion-basedads
Amulads-creative,aptforthecurrentsituation
TheAmuladsareoneofthelongestrunningadsbasedonsametheme
vyingfortheGuinnessrecords
1%ofitsturnoveronpromotions

Based on Movies

Based on Politics

Based on Social Issues

Based on Sports

Amul Parlours are successfully operating in more than 1400 towns at high streets,
residential areas, Railway Stations, Bus Stations, Educational Institutions and a
wholelotofCentresofExcellence.
HereisalistofthefewoftheAmulparloursoperatingacrossthevariouspartsofthe
country
IndianInstituteofManagement,Ahmadabad
NewDelhiRailwayStation
NationalInstituteofDesign
InfosysTechnologiesinBangalore,Mysore&Pune
Wipro,Bangalore
IndianInstituteofManagement,Kolkata
AhmedabadAirport
KoyambeduBusStation,Tamilnadu
SavithaDentalCollege,Chennai
IIT,Guwahati

OTHER PROMOTIONAL STRATEGIES

Amul STAR Voice of India

Amul Master Chef India

Amulya Surabhi

Amul Maharani Bano Contest

Amul Chote Ustaad

Amul Music Ka Maha Muqabla

Amul Food Maha Challenge

Amul Dance India Dance

Amul Girl
TheAmulgirlistheadvertising
mascotusedbyAmul
createdin1966bycartoonist
EustaceFernandez
createdasaresponsetoAmul's
rivalbrandPolson'sbutter-girl

Outdoor Media

Using billboards and Hoardings

Internet

POS(Point of scale)

Sponsorship

Suggestions & Recommendations


Amul can venture out on new products like dairy based sweets, baby food
products.

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.
ThoughAmulshoardingsareahugesuccess,itcanpenetrateevenbetterin
theruralareasbyadvertisingactivelythroughthemediavizcablechannels
and newspapers. Sponsoring more shows on TV, sports events can be of
greathelp.

Amulcanventureintoofferinglow-fatversionsofitsproductsasitwould
help capture the hearts of second and third generation Indians in US &
GlobalMarket.

CONCLUSION
We conclude that,AMUL one of the fastest growing industries of India. The
industry has revolutionized the Indian diary Sector.Also It was one of the
first successful cooperative associations in India and the market leader in
thedairysector.

Amul isAsias largest milk brand realized that with the changing lifestyle &
increasedawareness about health issues.

Byidentifyingthetargeted teenagers & youth,whowerebiggestconsumers


of colas & aerated drinks. The New variants of the brand were advertised
through major national channels with special focus on youth oriented TV
channellikeMTV and Cartoon Network.

ThaNk You!!!

Das könnte Ihnen auch gefallen