amul -integrated marketing communication
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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
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