A Report on Communication strategy of Amul – the taste of india
SUBMITTED TO: PROF. PRAVEEN PATIL (Marketing mgnt. IBS Pune)
SUBMITTED BY: ABHINAV JAIN ASHINI MODY ANKUR MAHAJAN HAPPY LAMBA RICHA MISHRA
Video Video of Verghese Kurien(foundM Kurien(foundMer er,chai ,chairman) rman) Interview Interview final amul\ amul\kurian kurian interv interview iew .mpg
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INTRODUCTION WHY WE HAVE HAVE SELECTED AMUL? WHAT IS AMUL ALL ABOUT? AMUL’S JOURNEY JOURNE Y TOWARDS EXCEL AMUL PRODUCTS ADVERTISEMENT STRATEGY OF AMUL MEDIA PLATFORMS USED CRITICAL ANALYSIS COMMUNICATION COMMUNICATION MIX USED ACROSS CONCLUSION BIBLIOGRAPHY
INTRODUCTION Advertising plays a very pre dominant role for any Marketer. Goods no matter of how good good quality quality,, they may be are of no use if they are not brought brought to the notice notice of the consumer. Advertising can be classified on the basis of target audience towards whom the advertising is directed .there could be different set of target audience. These are: • • • • •
Consumer(households) Industries Traders Professionals Institutions
In our project we would be solely concentrating on the household sector , this sector dominates any other sector in terms of its goods and services. The complexity of human behavior is one major factor which makes a job of Marketer tough. The success of any advertising campaign depends on its effectiveness that is how effective it is in stimulating consumer to buy the product or at least least give a thought to the product .there are various type of advertising media which can be used . But the choice of media is a very critical decision as a selection of wrong advertising media can lead to colossal resources and it can even have an impact on goodwill of a company. The medi media a has has to be sele select cted ed taki taking ng into into cons consid idera erati tion on the the targ target et audi audien ence ce and and as a manager we also to take into consideration the Advertising Budget. In this project which has been assigned to us by Praveen Patil we have taken a company named Amul Amul and then we have made an analysis of its advertising advertising and sales promotion techniques, the communication mix employed by the company for its various product categories and how effective these strategies have been in positioning Amul as not only Amul but as Amul – The Taste Taste of India . The project has offered us enormous scope to enhance our practical understanding of the purpose and significance of advertising and sales promotion as an effective tool of communication mix.
Why we have selected Amul – The Taste of India? We wanted to take something different. All other companies are primarily companies whose object right from its inception has been profit maximization. We are not saying that is not out there to make profits but the point we are trying to highlight is that Amul started as a cooperative which took on the responsibility of rural development through providing source of income to millions of farmers. It is one such company which has strongly infused the message of corporate social responsibility right through it started functioning. It had spurred the white revolution in the whole country. It has done so much pride to India by making it one of the world’s leading producer of milk. Many companies reach zenith but there are very few of them who adopt a social responsibility in their functioning functioning.. Amul is indeed different different from all the other companies because it started its operations at the grass root level that is farmers. There cannot be a more noble cause than this for a company to adopt .Taking this into consideration we decided that we will take Amul as our subject of study. We would like to thank Prof. Praveen Patil who has given us this golden opportunity of penning down our thoughts and views.
What is Amul all about? BUSINESS needs ideas, not merely money. Ventures run on just money, but starved of ideas, would eventually fall prey to competition and perish. And, if ideas are available in abundan abundance, ce, business business can overcom overcome e other other handic handicaps, aps, includ including ing its relati relative ve weaker weaker money power, compared to that of its rivals. The success story of the Gujrat Cooperative Milk Marketing Federation (GCMMF) proves this point. Amul follows a unique business model, which aims at providing 'value for money' products to its consumers, while protecting the interests of the milk-producing farmers who are its suppliers as well as its owners. Despite being a farmers' co-operative, Amul has given multinationals a run for their money mone y.
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The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products products in the world. It is also the world's biggest vegetarian cheese brand. Amul’ Amul’s s is India’ India’s s larges largestt diary diary produci producing ng company company with with over half the market market leading other national companies such as Mother Diary and multinational food product companies such as Nestle India and Hindustan Lever Ltd. Amul demonstrates how careful and consistent product stewardship combined with a deep and intimate understanding of the market leads to consistent growth and success. The company can process nearly 10 million litres of milk each day. The The comp compan any y star startted as the Guj Gujarat arat Coop Cooper erat atiive Milk ilk Fede Federa rati tion on in 1946,collecting just 250 litres of milk a day. The company was formed to give farmers their due and protect them from unscrupulous middlemen. Since then the company has come a long way . but one thing is still the same . that time also it was by and for the farmers and today also it’s the same . In the the mid 1950 1950’’s Amul mul look looked ed for for way ways to uti utilize lize the the surp surplu lus s milk milk by manufacturing Butter, Milk,Cheese and other milk derived products. It is integrated into the fabric of Indian society ,from its roots in representing repr esenting small farmers and struggler or the poor and impoverished in difficult circumstances.
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The The bran brand d name name Amul Amul,, sour source ced d from from the the Sanskrit word word Amooly Amoolya, a, means means priceless. It was suggested by a quality control expert in Anand Anand.. Some cite the origin as an acronym to (Anand Milk Union Limited) Amul, a brand owned by the 26 lakh milk producers of Gujarat has once again demonstrated that when farmers are given the instruments of development in their hands, they can work wonders. The billion dollar Gujarat Co-operative Milk Marketing Federation, the apex body of 13 district milk producers’ unions has been instrumental in making Amul a brand to reckon with. GCMMF Today
GCMMF is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat, which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing qual qualit ity y prod product ucts, s, whic which h are good good value value for for money money.. GCMM GCMMF F mark market ets s and and manages the Amul brand. From mid-1990's Amul has entered areas not related directly to its core business
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The AMUL experience has attracted considerable interest from the development commu communi nity ty – pred predomi omina nant ntly ly anth anthrop ropol olog ogis ists ts,, devel develop opme ment nt & agric agricul ultu ture re economists, and political scientists. Key areas of their enquiry have been the role of AMUL in in reducing social and economic inequality
AMUL’s Journey towards Excellence AMUL’s journey towards excellence is marked by some critical understanding of the business environment in large emerging economies like India where markets have to be develo developed ped by combin combining ing effici efficiency ency relate related d initia initiativ tives es with with increas increasing ing the base base of marginal suppliers and consumers. The essence of AMUL’s AMUL’s efforts was as follows: • It combined market and social development in an emerging economy. It recognized the inter-linkages between various environments that governed the lives of marginal milk farmers and the unmet needs of consumers. It also changed the supply chain paradigm in order to reduce the cost to the consumer while increasing the return to the supplier.
• It realized that in order to achieve their objectives, it had to benefit a large number of people – both suppliers and consumers. While large scale had the danger of failure due to poor control and required more resources, it also had the advantage of creating a momentum that would be necessary to bring more people into the fold and thereby help more suppliers and consumers. • It also realized that its goal could only be achieved in the long run and this required deve develo lopi ping ng valu values es in peop people le and and proce processe sses s that that were were robus robust, t, repl replic icabl able e and and transparent. • It also realized that the cooperative would not be independent and viable in the face of competition if it were not financially sound. This implied that AMUL had to develop distinct capabilities that would deliver competitive advantage to its operations. Thus this is a brief overview of Amul – The taste of India .
Amul’s Products Bread Spreads Amul Butter Utterly Butterly Delicious
Amul Lite Low Low fat, low Cholesterol Bread Spr ead ead
Delicious Table Margarine The Delicious way to eat healthy healthy
Milk Drinks Amul Kool Millk Shaake
Amul Kool
Amul Kool Cafe
Kool Koko A delight to Chocolate Lovers. Delic Delicious ious Chocol Chocolate ate taste
Nutramul Energy Drink A drink for Kids - provides prov ides energy to suit the needs needs of growing Kids
Amul Kool Chocolate Milk M ilk
Amul Kool Bottled Milk
Amul Kool Flavoured Tetra Tetra Pack
Flavo ured
Amul Masti Spiced Buttermilk Amul Am ul in intr trod oduc uces es th the e Best Thirst Quenching Drink
Amul Kool Thandai
Powder Milk Amul Spray Infant Milk Food Fo od Still, Mother's Milk is Best Bes t for your baby your baby
Amul Instant Full Cream Milk Powder A dairy in your home
Sagar Skimmed Milk Powder Pow der Which Whi ch is esp especi ecially ally use usefu full for diet preparations or for use use by people on low calorie and high protein diet.
Sagar Tea Coffee Whitene r
Amulya Dairy Whitener The Richest st,, Purest Dairy Whitener
Fresh Milk Amul Fresh Milk This is the most hygienic milk availa avail able in the market. Pasteu Pas teuris rised ed in sta state-o te-of-t f-th he-art proce pr ocess ssin ing g pl plant ants s an and d po pouchuchpacked for convenience.
Amul Gold Milk
Amul Taa aaza za Do Doub uble le To ned Milk
Amul Lite Slim and Trim Milk M ilk
Amul Fresh Cream
Amul Shakti Toned Milk
Amul Calci+
Cheese Amul Pasteurised Processed Proces sed Cheese 100% Vegetarian Cheese made made from microbial rennet
Amul Cheese Spreads Tas asty ty Ch Chee eese se Spr prea eads ds in 3 great flavours..
Amul Emmental Cheese The Great Swiss Cheese from Amul, has a sweet-dry flavour fla vour and hazelnut aroma
Amul Pizza Mozza rella Cheese Pizz Pi zza a ch chee eese se.. ...m .mak akes es gr grea eatt tasting pizzas!
Gouda Cheese
For Cooking Amul / Sagar Pure Ghee Ghe e Made from fresh cream. Has typica call rich ar aro oma and gran gr anul ular ar te text xtur ure. e. An ethnic product made by dairies with decades of experience.
Cooking Butter
Amul Malai Paneer Rea eady dy to co cook ok pa pane nee er to make your favourite recipes! recipes!
Utterly Delicious Pizza
Mithai Mate Sweetened Condensed Milk - Free flowing and smooth smooth tex exttur ure. e. Wh Whiite to cr cre eamy color with a pleasant taste. tast e.
Masti Dahi
Amul Ice Creams Premium Ice Cream made made in vari va riou ous s vari va riet etie ies s and f lavours lavours wit with h dry fru fruits its and nuts.
Amul Shrikhand A delicious treat, anytime.
Desserts
Amul Mithaee Gulab Jamuns Pure Khoya Gulab Jamums...best served piping piping hot.
Amul Chocolates The perfect gift for someon someone e you love.
Amul Lassee
Amul Basundi
Health Drink Nutramul Malted Milk Food made fr om o m ma malt lt ext extra ract ct ha has s the hig hi ghe hes st pro rottein co con ntent among all the brown beverag beve rage e powd powders ers sol sold d in India.
Amul Shakti Health Food F ood Drink Availab Avai lable le in Kesa Kesar-Al r-Almon mond d and Chocolate flavours.
Key information related to Amul’s Products : Butter Launched in 1955, butter was one of the first milk products offered by Amul. It was also the first time Amul successfully challenged the hegemony of an established brand. Amul's earliest competitor, Polson had been the monopoly milk supplier to the Bombay Milk Scheme. Amul displaced Polson to emerge as the undisputed leader in the butter market... Cheese GCMMF launched processed cheese in 1959 followed by cheese powder in the early 1970s. In the 1980s the popularity of cheese increased
Ghee, Skimmed milk powder and Baby food Amul launched ghee (clarified butter) and skimmed milk powder in 1955. Amul Ghee was an instant success... Milk and UHT Milk Amul was the market leader in the Gujarat whole milk market with a 90% market share in 2002. Apart from supplying milk to parts of Maharashtra and Rajasthan, GCMMF also sold milk to the NDDB owned Mother Dairy in Delhi... As we can see from the products shown above there is : •
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There is product consistency in the product line of Amul as all its products are milk based . Amul deals only in consumer goods and not in industrial goods or any other sector. In 2001, GCMMF entered the fast food market in India with the launch of vegetab vegetable le pizzas pizzas under under the brand brand name name SnowCap SnowCap in Ahmedaba Ahmedabad, d, Gujarat Gujarat.. GCMMF was also planning to launch its pizzas in other western Indian cities like Mumbai, Surat, and Baroda. Depending on the response in these cities, GCMMF would decide to introduce its pizzas in other cities in India.Amul also decided to bring into market low cost pizzas, The pizzas were offered offered in four flavours: plain tomato tomato-oni -onionon-caps capsicu icum, m, fruit fruit pizza pizza (pineap (pineapple ple-to -topped pped), ), mushroo mushroom m and ‘Jain ‘Jain pizzas'(pizzas without onion or garlic). It entered the Pizza business, business, where the base and the recipes recipes were made available available to restaurant restaurant owners who could price it as low as 30 rupees per pizza when the other players were charging upwards of 100 rupee.supplying jain pizzas shows that it was catering to needs of the masses as in India most of the people are ar e vegetarian. SOUPS Amul introduced ready-to-use (just pour and heat) soups branded ‘Masti’ in tetra packs of one liter. To begin with they were introduced in two flavors - Hot ‘n’ Sour and Tomato. Said Sodhi, “It was a test marketing drive in Gujarat and in a month or two it would be introduced introduced all over India.” India.” And there wasn’t wasn’t much competition competition for there were not many companies in India that sold ready-to-use soups. Sodhi added, “Soup is a milk product and that’s a secret. You will come to know only when you consume it.” Keeping the ingredients a closely guarded secret, the company stated that one of the reasons to launch soups was to utilize the already installed equipment for tetra packaging Amul also brought its range of ice creams into the market . the lucrativeness of this sector was very good and Amul beniffited a lot by entering into ice cream sector.
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Amul is planning to enter into the sector of bottled water.
WHAT WHAT ADVERTISEMENT STRATEGY STRATEGY HAS H AS BEEN FOLLOWED FO LLOWED BY AMUL-THE TASTE TASTE OF O F INDIA? INDI A? Before Amul entered the picture, companies used conventional methods of advertising where the focus was only on the food products and the tone of the pitch was serious. Amul changed the way food products were communicated to the people in India. It always advertised its mother brand – Amul, and not its products like butter, pizzas, or cheese. It all began in 1966 when when Sylvest Sylvester er daCunh daCunha, a, then then the managi managing ng direct director or of the adverti advertisin sing g agency agency,, ASP, ASP, clinched the account for Amul butter. The butter, which had been launched in 1945, had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads. The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else. Amul has been consistant over the communication campaign and brand strategy. AMUL has positioned itself as " Taste of India " and have ensured that their communication is in line with their positioning strategy By insist insisting ing on an umbrel umbrella la brand, brand, GCMMF GCMMF not only skillful skillfully ly avoide avoided d inter-u inter-unio nion n conf conflilict cts s but but also also creat created ed an oppor opportu tuni nity ty for for the the unio union n memb members ers to coope cooperat rate e in developing products •
UMBRELLA BRAN UMBRELLA BRANDING DING Amul’s Amu l’s adve adverti rtisin sing g str strate ategy gy has fol follow lowed ed the con concep ceptt of ‘Umbrella Branding.’ Amul is the common brand name for most of its products across categories. For instance, the Amul girl has also been used to advertise Amul ghee and milk. Its ad campaign ‘Amul doodh peeta hai India,’ conceptualised & created by FCB-Ulka, was drafted to proclaim its leadership position and was targeted at people across all income categories. categor ies. The corporate campaign – The Taste Taste of India caters to people belonging belonging to all walks of life & across cultures. It is circled around a one day old child who needs milk as much as to a dead man who needs ghee. Umbrella branding can be a succe successf ssful ul branding can marketing strategy. However, this depends on having a consistent and clear brand identity across the variants. It also needs to be recognized that, while this approach can help “kick start” variant launches, halo effects are not guaranteed. Video of utterly butterly delicious final amul\animated butter .mpg Halo effects can keep a brand “alive” in the mind of the consumer by providing reminders of the brand’s existence. But in an active category with specific category
functionality, the brand also needs to provide consumers with reasons to choose their brand over the others.Halo effects on the parent brand •
This is is als lso o ca call lled ed en end d pr prod oduc uctt ad adve vert rtis isin ing g .su such ch Consumerr Adv Consume Advertis ertising ing:: Th advertisements adverti sements are primari primarily ly direct directed ed at consum consumers. ers. These are the adverti advertisement sements s which are most prominent as very substantial portion of the total advertising budget is directed direct ed to potential potential buyers of consumer products through mass media. The fact that the number number of buyers of con consum sumer er ite items ms are gen general erally ly very large and are widely distributed over a large geographically area further , enhances the importance of consumer advertising as a marketing tool. Amul had resorted to consumer advertising as it ‘s target was the middle class of indian sector.but the point to be noted is that they relied more upon emphasizing their brand rather than single product. Institutional advertising: institution advertising s also called corporate advertising . it’s a public-relation-approach advertising. Amul had wanted to build a goodwill for its brand and also it is always expressing a viewpoint on a controversial issue through the use of billboard which we are going to discuss under u nder media platform used. Indirec Indi rectt Ac Acti tion on Ad Adve vert rtis isin ing g : In Indi dire rect ct act actio ion n ad adver verti tisi sing ng as ag agai ains nstt di dire rect ct ac acti tion on advertising advert ising does not attem attempt pt to bring about an immed immediate iate behavioral response . The purpose of Amul was not to bring about an immediate behavioral behavioral response but the aim of advertisements was to create a image in the minds of consumer regarding Amul. Amul wanted to build long term relation with its customers that is why it never adopted practice of aggresively selling the product. Pricing strategy adopted: Thus, AMUL adopted a low price strategy to make their products affo afford rdabl able e and and guar guarant antee ee value value to the the cons consum umer er.. The The succe success ss of this this strat strategy egy is well well recognized and remains the main plank of AMUL's strategy even today. The choice of product mix and the sequence in which AMUL AMUL introduced introduced its products products is consistent with this philosophy. Beginning with liquid milk, the product mix was enhanced slowly by progressive addition of higher value products while maintaining desired growth in existing products. Even today, while competing in the market for high value dairy products, GCMMF ensures that adequate adequate supplies supplies of low value products are maintained. maintained. Amul Amul was/is was/is targeting targeting middleclass middleclass people so it has always been inclined to keep its price low and at same time it assures of reasonable quality. quality.
Huge Huge ad camp campai aign gns s are are not not alwa always ys neces necessa sary ry,, what what you you need need is a genu genuin inel ely y interesting way to interact with your customers , tell them your story and engage them in a conversation, conversation, even if you are selling selling something that is soo commoditized commoditized like butter butter.. Thus Thus Amul Amul believ believed ed that that huge huge expendi expenditur ture e on adverti advertisin sing g was not always always
necessary , if an Advertisement has creativity and ingenuity it will achieve its purpose for which it has been designed.
Media Platform Used by Amul ? Media Planning : It is important phase of advertising adver tising campaign after creative strategy that that is prep prepar arat atio ion n of the the righ rightt mess messag age. e. Unti Untill and and unle unless ss , the the mess messag age e is communicated through the right medium to target customers the target is of no use . Amul Amul was also facing facing the challe challenge nge of which which adverti advertisin sing g media media to adopt adopt which which should integrate with its objectives which were : AMUL’s business strategy is driven by its twin objectives of:
(i) long-term, sustainable growth to its member farmers, and (ii) value proposition to a large customer base by providing milk and other dairy products a low price Amul has made the use of following media platforms till know : 1. Outdoo Outdoorr media media : hoarding hoardings/b s/bill illboar boards ds 2. Broadcas Broadcastt Medi Media a : televis television ion 3. Non-bro Non-broadc adcast ast Media Media : cine cinema ma 4. Print media : newspapers ,general interest magazines 5. Intern Internet et : independe independent nt websit websites es ,portal ,portals s OUTDOOR MEDIA : HOARDINGS The cooperative has been making extensive extensive use of hoardings for promoting its flagship brand ‘Amul Butter’ since 1966, and is all set to enter the Guinness Book Book of World orld Reco Record rds s for for the the long longes estt run run prom promot otio ion n camp campai aign gn.. The The advertisements are in the outdoors category and are communicated through hoardings at busy junctions in all major cities across India.Amul had used outdoor advertising to a good effect with the middle class people as their targets they were able to create an image for their brand in the minds of consumer . The ads have a central character character – a cherubic, wide-eyed, wide-eyed, dressed in a polkadot frock, and blue-haired girl/baby who is perhaps around 4-6 years old. A new ad is apparently created every week and these ads revolve around the latest happening thing (good/bad/ugly) in the country (or local states) and can be anything associated with politics/sports/movies/people/laws/general events etc. The The ads ads are are very very crea creati tive ve,, witt witty y, humo humoro rous us,, whac whacky ky and and some someti time mes s controversial but invariably elicit a laugh, chuckle chuck le or at least a smile from almost everyone who understands the context. The ads relate butter to the topic of the ad in a very amazing & intriguing manner…primarily by playing with words. The words can be in plain English or Hinglish. Mascot advertising ( will be dealt with just after this section) Here are a few advertisements which appeared on hoardings :
The polka dot frock and blue haired girl .
This hoarding was released released after the success of movie cheeni kum . the chef in the movie is Amitabh Bachan and the girl alongside her is the girl whom he calls her ‘sexy’. Amitabh Bchan is shown to be suffering from diabetes in the movie as a result of which he should avoid sugar. Amul has used its hoardings to bring the whole episode out by giving it a touch of humour.
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hoarding hoarding was made after the release of the Shahrukh Shahrukh Khan starrer Om Shanti Om . He was talk of the town and every teenager desired to have body like him , this advertisement also adds to the pun.
Shah Rukh Khan Bollywood superstar sings for Indian Premier League (IPL) music video 'Run Just Run' his franchisee IPL Kolkata Knight Riders cricket team - April '08.the girl with guitar is the Amul mascot girl
Harbhajan Singh pet named Bhajji in a disgraceful act of slapping India teammate S. Sreesanth in the opposite team after Indian Premier League cricket match at Mohali, India - May '08
Indian - Dalip Singh Rana popularly known as 'The Great Khali' , a huge and impressive World Wrestling Wrestling Entertainment Entertainment (WWE) champi champion on wrestl wrestler er - May '08.They are trying to showcase that to have body like khali eat Amul only. only.
The recent Amul hoardings which projected Akshay Kumar as the number one hero, rated over Shah Rukh Khan and Aamir Khan, has raised questions in Bollywood The Amul hoardings hoardings recently seen across town, created quite a few murmurs in the film industry. The hoardings projected Akshay Kumar as the number one hero, while the two Khans - Shah Rukh and Aamir - are shown handing out buttered toasts to Akshay with the tagline saying, ‘Singh is King’. Apparently, this running down of their numero uno position has not gone down well with SRK and Aamir. Upset at this unwarranted assessment, an industry insider close to both the Khans said, “There have been spoofs made on films like Taare Zameen Par and Om Shaanti Om, but why are the two actors made to look small in the ad, and on what basis? Whose idea was it to compare the actors and rate them?” We contacted Rahul DaCunha, head honcho of DaCunha Associates, about the concept of this particular particular ad. He said, “For the moment at least, least, after the release release of Sinngh is King, Akshay was considered to be the number one and people too have accepted him as the number one hero. Even the newspapers clearly declared him as the number one
hero, it’s not as though it’s our take entirely.” But it’s true that there have been rumblings in the industry questioning the concept. DaCunha said, “Nothing has reached my ears so far. Audiences take such ad campaigns more like a joke. People have to be sporting enough to laugh off these matters.”
If we go back to January this year, there was the announcement of the impending launch of India’s smallest (and the world’s cheapest) car. The headline says whether you agree or not (referring to the controversy about whether the car was good for India or not) but the punch lies in the rhyming of the words, Nano and Maano (meaning to to agree). As for for the sub- head, well!!! well!!!
This one appeared when our hockey team failed to qualify for the Olympics. The head line here plays on the word Shock and Chak. Chak De (Go for it!) is a film about hockey and tells the story of how a not-so-good hockey team overcomes all odds to win the World Cup, and is apparently based on a true
story. After the movie there was a lot of hype about it being a great morale booster for hockey in India, but finally, it all came to naught and set some heads rolling in the hockey federation of India.
Popular movies are used as a theme for the Amul ads quite often. This one is a song from the popular movie Jaane Tu…ya Tu…y a jaane na na.. Basica Basically lly the song goes: Pappu can’t dance…saala! (Saala is a colloquial colloquial term term used to address address others others and it can be used used in an evil sense, but but in this this case it is not not used that way). And the ad headline says, Pappu took a chance… khaaliya ! Khaaliya means “he ate it.”’
The ad about Musharuff appeared during the time when Mush had briefly declared Emergency to gag Bhutto and Sharif, but it looks ominous now that Benazir Bhutto is dead and some people suspect that Musharuff Musharuff had a hand in it. The pun here is on the word Musharaffat as Mu means “mouth” (didn’t get this fully) full y) and sharafat means “decency” and kahan hai means “where has it gone”. Notice the sub-head! For those who don’t know, kn ow, Amul’s tag line is utterly butterly delicious
Outdoor Advertising through Mascot Advertising Is there anyone in this country who hasn't seen the Amul ads on the hoardings by the road sides, and not chuckled? The longest running ad, still hasn't lost its charm with its never-changing famous moppet in polka dotted frock and a half pony tied up. The slogan has always been 'Utterly Butterly delicious'. What is it about the Amul ad that has kept the viewers wanting more? The biggest success seems to be like that of the Common Man, Man, no particular time or period could have frozen this character. It does not belong to an era. It has moved along with time reacting to the new events through time The answer to the second question is mascot advertising which has been used by Amul like a marketing tool to carve a niche for its brand. •
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Mascot Advertising is a very successful concept which is being used in western countries but it is not that successful in India. Amul had taken a gamble with its Polks dot blue haired frock girl and it has paid them rich dividends. 50 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 thumb-sized girl climbed climbed on to the hoardings and put a spell on the masses. These advertisements had sometimes met up with controversies but still people liked the ;pun element in them. The success story of Amul says one thing to all the other ad campaigns that did not manage to last too long or had to get a whole new look in order to stay in the market. Its a mixture of keeping with the times, humor and understanding the need of the hour of the people. Amul boardings are a thing of attractions in India. In India, food was something one couldn't afford to fool around with. It had been taken too seriously seriously,, for too long. Sylvester daCunha decided it was time for a change of image. The image changeover was required because the earlier advertisements were very routine and boring . This use of mascot as a marketing medium highlights highlights the clever use of topical topical advertising advertising by GCMMF using humor, to generate higher brand recall. It out the utility of hoardings as an effective marketing communications tool for marketers. Where does Amul's magic actually lie? Many believe that the charm lies in the catchy lines. That we laugh because the humour is what anybody would enjoy. They don't pander to your nationality or certain sentiments. It is pure and simple, everyday fun.
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The Amul girl who lends herself so completely to Amul butter, created as a rival to the Polson butter girl. This one was sexy, village belle, clothed in a tantalising choli all but covering her upper regions. "Eustace Fernandez (the art director) and Sylvester daCunha decided that they needed a girl who would worm her way into a housewife's heart. And who better than a little girl?".And so it came about that the famous Amul Amul Moppet was born. Amul Amul ads ads are are icon iconic ic,, in that that they they have have not not chan change ged d in all all this this time time.. They They are are as contemporary today as they were four decades ago when they created a sensation in 1967. The ads were funny, simple and on occasion controversial but always they did their job – adver tising to perfection. Taking Taking they got our attention!! Amul has used the hoardings and advertising cues from new films, celebrities, the creatives are fun to watch. More over Amul has sticked with the creative messages throughout The Amul girl, apart from promoting a $1-billion brand, has been bringing smiles to millions. And this smile has spelt a huge success and changed the livelihood of over 2.5 million Gujarat farmers. The sales figures of Amul butter have jumped from a few lakh rupees in 1966 to over Rs 500 crore now. Apart from rapid growth and trustworthiness, the four-year-old girl has also ensured a virtual monopoly for Gujarat Cooperative Milk Marketing Federation Ltd (GCMMF) that sells Amul brand of dairy products.
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This tells a lot about why big marketing budgets, huge ad campaigns are not always necessary, what you need is a genuinely genuinely interesting way to interact with your customers, customers , tell them your story and engage them in a conversation, even if you are selling something that is soo commoditized like butter.
Online marketing efforts undertaken a.
Buying Amul Products Online : As a first step towards Ecommerce in India, Amul is delighted to offer you the cyber shopping experience with a wide range of Amul dairy products in all major cities of India. You can order your favourite Amul Icecream at the new Amul Icecream Cyberstore.The Cyberstore.The "Taste of India" is now a few clicks away from your doorstep.
Amul Products can now be ordered online on the website of our importer www.kanandairy.com The key benefits of BUYING ON-LINE are: •
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Products shipped in a Reusable Attractive Styrofoam Ice US $10.00 Retail Value. Receive Free Reusable Reusable Ice Pack for keeping food and drinks cold, US $5.00 Retail Value. Amul Products delivered at your doorstep overnight, saves time, mileage and parking hassles. Receive Amul promotional items with your package like Amul Recipe Book, Butter Girl refrigerator magnet, etc. Receive the satisfaction of Eating pure, full-flavored, quality sealed product manufactured fresh in India's most advanced dairy d airy manufacturing facility. Get a free family pass p ass for visiting Amul's Dairy Plant in Anand Gujarat. Special Offers for Party Orders of 1 or more cartons of any single Amul Product. Ask for special quote. Makes you directly eligible to enroll for The Fly Me Home Contest Sponsored By Amul and many more Internet Promotions in the Pipeline. No Sales Tax for Internet Sales except for Illinois residents at the Present time. Most Most import important ant,, all transa transacti ctions ons are powered powered by AT&T Secure By which which ensure complete security. security.
b. Amul to set up its virtual production facility in Second Life Amul, which established its presence in Second Life in March by setting up its virtual parlour, is now working to expand its presence in the virtual wor ld. Trimensions, a Gurgaon based company, is helping Amul to develop its existence on Second Life. Rahul Dutta, chairman and managing director, Trimensions, says, “Amul is planning to buy eight-10 islands, equal to 160 acres of virtual land, in Second Life to set up
a simulation of its production and distribution facility. The objective behind launching a virtual setup is to demonstrate its functioning to the consumers, and experiment with any change in the production or distribution system virtually before executing it in the real world.”
Screenshot of Amul Ice-cream parlour Setting up ice cream parlours on Second Life was actually a pilot project. It will take around six months to launch the virtual Amul setup on Second Life. The Amul ice cream parlours showcas showcase e topica topicall ads of Amul Amul starti starting ng from from the late late 1990s, 1990s, Amul TV commer commercia cials ls and product displays. Second Life is an Internet enabled virtual world in which users can create their virtual identi identitie ties. s. These These identi identitie ties s can move move around, around, interac interactt and social socialise ise with with other other users. users. Members of Second Life can participate in individual or group activities and create and trade items like virtual property and services with each other. A member has to pay for the space he purchases on Second Life. Second Life is developed developed by Linden Lab, a company based in the US.
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Amul.tv.com- It showcases short films and Tvc’s related to amul.at this site recipes of favourite Indian dishes are also given.
3.Broadcast media: Television
TV reaches every demographic demographic category and achieves a certai certain n impact with the use of colour , audio and motion. Amul has aired a lot of advertisements for its various product categories .some of the advertisements which we had collected are here . WHAT WENT WRONG IN AMUL’S ADVERTISEMENTS AND WHERE POSSIBLY WHAT THEY COULD HA HAVE VE MADE M ADE A CHANGE We are going to discuss this under two heads •
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First we would focus on chocolate sector which has not been tapped to fullest by Amul. Amul with its brand name had a huge opportunity to tap Chocolate market but unfortunately it has not yet realised its potential. Secondly we are going to talk about pitfalls in advertisements in generally all its advertisements.
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Amul should have use brand Ambassador like Sharukh Khan, Amitabh Bachchan etc to attract people of all age groups like Cadbury does through its celebrity endorsements. Lack of Awareness among consumers : Main product of Amul are Milk, Butter and Cheese. It has pre dominantly been focusing on these products and lucrative sector of chocolates has been ignored. Company should launch chocolates in a new attractive packaging to change image of Amul chocolates in consumers mind. Products like Milk, Cheese etc have been positioned to such an extent that the choc ch ocol olat ates es se sect ctor or of Amul Amul di did d no nott ge gett it its s pr prop oper er ma mark rket et sh shar are e an and d go gott underpositioned. Company should introduce Sales Promotion measures like free gifts with buy of premium packs It should work upon bringing out a new theme for its products. “ for someone look oks s mo more re lilike ke a th them eme e fo forr ca card rds s an and d gr greet eetin ings gs ra rath ther er th than an you yo u lo love ve “ lo chocolate. Video of Amul chocolates final amul\amul chocolate.mpg It should work upon improving the taste of its chocolates . instead of using condens cond ensed ed mil milk k for its chocolate chocolates s it sho should uld lea learn rn dif diffir firent ent proc process ess of mak making ing chocolate. It should make advertisements that have strong advertisement appeals. The advertisement appeals should be such that they lead to brand recall.
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The company should make chocolate of Amul as a memorable experience for the customer.
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Advertisement should be made in such a manner that they have a strong brand recall value They should have used more attractive jingles in their advertisements. Rather than advertisements covering all the products they should focus on single product advertising. Because if it tries to advertise all its products then it can lead to ad adve vert rtis isem emen entt cl clut utte terr . co cons nsum umer er ma may y fi find nd it di difffi ficu cult lt to ac acro ross ss th this is advertisement clutter. As we can see the advertisements advertisements are not as humoro humorous us and are not having pun to that extent as we can see in case of Hoardings. The advertisements lack the power to touch the heart of the consumer
COMMUNICATION COMMUNICAT ION MIX M IX USED ACROSS We have already disussed the role of advertising in case of Amul , now we would like to throw light upon : • •
Sales promotion Direct marketing Amul has not really really been into personal personal selling selling becaus because e it’s aim has been to position its brand and not to approach individual customers. Moreover in case of consumer marketing that is when a product is for the masses then personal selling is not a feasible mode of communicating your product concept to the target audience. Sales Promotion : The most common objectives of sales promotion are : To gain additional market share or additional revenue . To expand the target market To inform the customer about the new uses of existing product. pr oduct. To develop favourable customer experience with the product. To gain advantageous shelf-space shelf-space to supple supplement ment adverti advertising sing and person personal al selling efforts. Thus there can be numerous objectives of sales promotion . In case of Amul following sales promotion techniques have been used If a customer makes a online request for products he will receive the following promotional offers : They also also cameup with with short movie movie “TH “THE E AMUL AMUL STORY STORY”” of 20 mins to promo pro mote te an and d sh show ow th the e lilife fe of th the e em empl ploye oyees es wo work rkin ing g in am amul ul an and d th thei eir r networks.
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Products shipped in a Reusable Attractive Styrofoam Ice US $10.00 Retail Value. Receive Free Reusable Reusable Ice Pack for keeping food and drinks cold, US $5.00 Retail Value. Receive Amul promotional items with your package like Amul Recipe Book, Butter Girl refrigerator magnet, etc. Get a free family pass p ass for visiting Amul's Dairy Plant in Anand Gujarat.
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Special Offers for Party Orders of 1 or more cartons of any single Amul Product. Ask for special quote. Makes you directly eligible to enroll for The Fly Me Home Contest Sponsored By Amul and many more Internet Promotions in the Pipeline. No Sales Tax for Internet Sales except for Illinois residents at the Present time.
These measures are concentrating on goods other than ice cream. The sales promotion specifically adopted in case of ice creams sector: 1. On every 1 litre litre purchase purchase of any any Amul ice cream cream get 25% 25% free. free. 2. 1+1 free free Fami Family/ ly/ Party Party pack. pack. 3. This This diwali diwali they brought brought schemes schemes of getting getting cache cache free with 1litre 1litre ice cream cream which attracted many housewives. DIRECT MARKETING 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 fran franch chis isees ees throu through ghout out the the coun country try.. They They have have creat created ed Amul Parl Parlou ours rs at some some prominent locations in the country, which are run by the company or its wholesale dealers: 1. Delhi Metro Rail Corporation 2. The Somnath Temple 3. National Institute of Design
4. Infosys Technologies Technologies in Bangalore, Bangalore , Mysore & Pune
5. Wipr Wipro o campus campus in in Banga Bangalo lore re 6. L.J. College, Ahmedabad 7. Ahmedabad Airport
8. Surat Surat Munici Municipal pal Corpor Corporati ation on 9. Delhi Police
10.Gujarat State Raod Transport Corporation 11. Jubilee Mission Medical College, Trichur, Trichur, Kerala
H ospital Parlour, Amethi 12. Sanjay Gandhi Hospital 13. Indian Institute of Management, Kolkata 14. Cafe Amul, MDG, Gandhinagar
"Amul Utterly Delicious" parlours are an excellent business opportunity for investors, shopkeepers shopkeepers and organizations. organizations. In order to come closer closer to the customer, customer, they have decided to create a model for retail outlets, which would be known as "Amul Preferred Outlets"(APO). These Amul parlours are unique in the sense that they offer all Amul products under one roof. This direct marketing mesure will surely go a long way in establishing Amul further . even a brand like Cadburys isnot having any such outlet where all its products are sold under one roof . Competitor Competitor HLL is also planning to extend Unilever’s retail brand ‘Kwality Walls Swirls’ parlors parlors in accordance with the growing number of shopping malls in India. Amul parlours There are around 3,000 Amul parlours across the country as of now and the Federation intends to take this to number around 10,000 by next ne xt year. Sponsorship of star voice of India Amul had sponsored the very popular TV show Amul Star Voice Of India With the clutter of music reality talent hunt shows on television, it becomes difficult to differentiate one from another. TALENT is the key which set AMUL STAR VOICE OF INDIA apart from the rest in its first season and brought singing talents like Ishmit Singh Sodhi, Harshit Harshit Saxena, Abhaas Abhaas Joshi, Irfan Khan, Toshi to the forefront. Amul Star Voice of India has served as the ultimate platform for budding singers from across the nation to realize their dreams, the show went on to become the most entertaining and involving show to hit Indian television. In keeping with its philosophy of offering engaging engaging and distinct content, content, Star Plus now announces the launch of the second series AMUL A MUL STAR STAR VOICE OF INDIA with an even bigger bang! bang !
GEOGRAPHICAL BASIS OF ADVERTISING Regional One thing unique about Amul is that the advertisements which are shown on hoardings are never shown on TV. TV. Otherwise an epitome of India’s largest food brand, it is interesting to note that the Amul girl has always been flying high on the hoardings but hardly seen on television. General Mana Manage gerr, Crea Creati tives ves canno cannott be easi easily ly tran transl slat ated ed from from one one medi media a to anot anothe herr. The The topicals(hoardings) are created in different languages & pertain to the geographical region they are put in. Every kind of media has different attributes & Amul needs to focus upon that particular media, which brings maximum recognition & effectiveness to the brand. Thus to some extent the hoardings have been use for local marketing that is their scope is restricted to the particular region. National Gujarat continues to be the biggest sourcing point for milk. But now raw milk is also being being procured procured from Maharas Maharashtr htra, a, Karnat Karnataka, aka, Andhra Pradesh Pradesh,, Madhya Madhya Pradesh Pradesh,, Rajashthan, Orissa, West Bengal, Jammu and Kashmir and Punjab. Thus other cities are are also also cont contri ribut butin ing g towar towards ds Amul Amul.. Urba Urban n cent centre res s cont contri ribut bute e near nearly ly 70% to the the company’s revenue while the remaining 30% comes from rural areas Rural connect : the cooperative way Cooperatives are deeply entwined with the lives of rural people in India, where there are over 5 lakh cooperative societies with membership membership exceeding 22 crore. Cooperative way is a natural approach for rural development, as well as for reducing disparities in access to technology. When combined with the potential that Information and communication technology offer, cooperatives could , continue to play an important role in fostering economic productivity and rural growth, with linkages extending to the grassroots level.Thus it can be said that Amul Amul has a strong basis for rural development.
Video of village butter final butter final amul\butter village .mpg
INTERNATIONAL INTERNATIONAL MARKETING GCMMF has a wide range of products in the processed cheese segment. It has also been a pioneer in the specialty cheese market in the country. Its cheese business grew at 18% in 2005-2006. GCMMF exports cheese to the tune of 600 tons, making it the largest cheese exporter in the country. The export market includes the Middle East, Singapore, Hong Kong, and the United States of America; countries that have a large Indian population, and the neighbouring countries of Sri Lanka, Bhutan and Nepal.
Conclusion Thus this brings us to the end of our project report. I hope that we have been able to bring forth the point for which we had undertaken the project. They had put put much much effo effort rts s on thei theirr creat creativ ivity ity.. Amul Amul is one one of the the succ succes essf sful ul business houses and other companies should learn from Amul that how to do their business in a corporately socially responsible manner. Amul has proved a point , Amul uses only 1 percent of its turnover for promotions .This shows that it is not always necessary to spend millions on promotion when you have creativity.
video of al productsfina productsfinall amul\a amu l\amul mul all a ll produ pr odu cts new ne w .mpg
BIBLIOGRAPHY www.amul.com www.amul.tv.com www.wikipedia.com www.icmr.com www.businessline.com www.rediffnews.com
