“Presentation on the changing advertisement trends of AMUL ”Presented to – Dr. Sanjay Kumar Presented By- Chandan Sharma
AMUL (KHAIRA DISTRICT MILK PRODUCERS UNION)• Amul was established (14 dec. 1946) by the local milk producers of Anand (Khaira District, Gujarat) by the advise of Sardar Patel and Morarji Desai.• First day production was 250 liters. And today it is 9.1 million liters per day.• Selling in around 15 states of India and more than 37 countries including China, UAE, Singapore etc.• Dominating on Indian Butter Market with 85% Market share.• Highest selling and ranked as brand of the year (Number-1) .
Advertisement and Campaigning• Amul hired sylvester dachunha in 1996. since than they are designing their Marketing campaigns.• In the 1980s, cartoon artist Kumar Morey and script writer Bharat Dabholkar had been involved with sketching the Amul ads the latter rejected the trend of using celebrities in advertisement campaigns.• The campaign was widely popular and earned a Guinness world record for the longest successful running ad campaign in the world.• The White Revolution of India inspired the notable Indian film-maker Shyam Benegal to base his film Manthan (1976) on it.• Amul Girl and uttaly Butterly Delicious campaign was highly successful in Indian Market (In every Segment).
SWOTSTRENGTHS –• Creative advertising with Amul Baby print ads• Availability in different sizes (8 grm,20 grms,50 grms,100 grms, 500 grms)• Availability of Amul butter is good with large distribution network through retails, kirana stores, local distributors etc.• Excellent product quality and trusted name• Value for Money
SWOTWeakness• Not doing good in Chocolate Segment. Other giants like Nestle and Cadbury is giving tough competition.• Not so good marketing budget as compared to other Brands like Nestle.
SWOTOpportunity• Good potential if they would enter in Rural market.• By introducing new brand (chocolate) and intensive advertising there can Grab more market share.
SWOTThreats• Competitors like Nestle is investing in its milk products to increase market share.• Local Milk sellers (butter manufacturers) are providing low priced milk in cities. Which can be the potential buyers of the company.• There exists no brand loyalty in the chocolate market and consumers frequently shift their brands.
Competitive Analysis• Amul vs Britannia Butter vs Nestle butter Brand Name Price Quality Certification Amul Butter 22 (100 Grams) BIS certified Britannia 25 (100 Grams) BIS certified Nestle 27 (100 Grams) BIS certified
Advertisement• Budget – Amul is investing 1% of its revenue which is very low as compared to Industry Average 8.9%.• USP of the Brand- Most trusted brand• USP of the Advertisement- Multipurpose Butter (used in homes and Restaurants also).