Professional Documents
Culture Documents
MARKETING
COMMUNICATIONS
Sagar A Agrawal
Sagar Agrawal
Rajwin Patel
Pratik Gandhi
Today’s Agenda
Introduction
Business Model
STP Analysis
Intelligent Marketing
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
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”.
Bread Spreads
' 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
AG R: 32%
C
Break down of IMC BUDGET
IMC budget forecasted by us
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
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
Ghee Recipes
Cheese Recipes
Paneer Recipes
Mithai Mate Recipes
Useful Ingredients
Glossary of Ingredients
Amul "Utterly Delicious" Parlours
Internet Marketing
Blogging
Micro-Blogging
Email Marketing
Content Development
Regular updates
Professional Networking
Social Media Channels