amul ppt
DESCRIPTION
amulTRANSCRIPT
By- Shivani, Dipti, Sandeep, Shyam, Abhishek Rajan
INTRODUCTION AMUL means "priceless" was suggested by a quality control
expert in Anand.
Amul products have been in use in millions of homes since
1946. (Turnover: Rs. 80.05 billion in 2009-10).
Today Amul is a symbol of many things.
- Of high-quality products sold at reasonable prices.
-Of the genesis of a vast co-operative network.
-Of the triumph of indigenous technology.
-Of the marketing savvy of a farmers' organisation.
-And of a proven model for dairy development.
HISTORY• Amul was born in 1956.• Amul butter advertising emerged in 1965, entering the
guinness world records.• Advertising and sales promotion(ASP) by Sylvester Da
Cunha in 1966.• Amul’s first campaign was made for the TV in the mid-sixties
and it was only later the outer campaign was planned.
PRODUCT PORTFOLIO
REASON TO SUCCESS
People power
Brand umbrella
Low-cost price strategy
Introducing higher value products
The distribution network
Managing supply chain
Business market
Co-ordination
MIX PRODUCT FOR EVERYONE
Product for youthAmul launched chocolate milk under brand name of amul kool koko targeting the youth.
Product for diabetic peopleIndia’s first pro-iabetic wellness ice cream and sugar free delights for diabetics.
Product for health consciousAmul launched “ low fat, low cholesterol bread spread”.
Product for the price sensitive india Low priced amul ice cream and affordable sugar whitener.
Product for urban classAmul launched emmental gouda and pizza mozzarelia cheese
Amul Hoardings...it can't get butter,coz it's the best!
On External Affairs Minister Mr. K. Natwar Singh & Congress Party indicted by U.N.Committee's report on the corruption-ridden Iraqi oil-for-food scandal - November'05
TASTE OF INDIA HITS
MASCOT
have completed the 50 years if its existence is Amul butter brand's mascot and loved by the Indian public.
And for Amul Girl - Moppet the journey began with the tag line "utterly buttely delicious amul" being sung by a small girl in a polka-dotted frock and it lead to the making of a star in the cluttered field of advertising which stood out among the peers and got noticed and made a place for itself in the hearts of the billion Indians.
The success of this mascot based campaign can also be judged from the fact that the campaign is about to enter the Guinness Book of World Records for the longest running branding campaign ever.
PRODUCT DIVERSIFICATION AMUL “ THE TASTE OF INDIA”
Seeking unfamiliar products or markets inthe pursuits of growth with both dairy and non-dairy products
CONCLUSION
The utterly butterly girl has managed to keep her
fan following intact.
The ultimate compliment to the butter came when a
British company launched a butter and called it
utterly butterly
In India, food was something one couldn't afford to
fool around with. It had been taken too seriously, for too long.
Sylvester da cunha decided it was time for a change of image.
THANK U!!!