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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

Amul (Anand Milk Union Limited)

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.
 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 rose
By 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
Fresh Milk

Bread Spreads

Milk Drinks Powder Milk

Health Drink Cheese Desserts For Cooking


Largest Food Brand And Business In India

' s L argest
World d Milk
e
Pouch d
Bran

ld ' s B ig gest
Wor heese
r ian C
Vegeta nd
Bra
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 forecasted by us

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

AG R: 32%
C
Break down of IMC BUDGET
IMC budget forecasted by us

- 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.
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

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

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
Segmentation

 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.
Targeting

 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.
Promotion
 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
Intelligent Marketing

 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.
Customer based market
segmentation :
Amul Kool, Chocolate Milk, Nutramul
KIDS Energy Drink, Amul Kool Milk Shake

WOMEN Amul Calci+

YOUTH Utterly Delicious Pizza, Amul Emmental


Cheese, Amul Cheese Spread

Amul Lite, Sagar Skimmed Milk Powder,


CALORIE CONSCIOUS
Amul Lite Slim & Trim Milk

HEALTH CONSCIOUS Nutramul, Amul Shakti Health


Food drink
Industry based market segmentation
Ice-cream Manufacturers

Coffee Shop Chains

Milk
Temples

Pizza Retailers

Snacks Retailers

Butter/Cheese/Ghee
Print ads- top hits
Being humorous
Our print ad
AMUL- THE TASTE OF INDIA
Contests
• 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.


recipes
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
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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