This document discusses Amul's digital marketing strategy. It covers the marketing mix of 7 Ps - product, price, place, promotion, people, processes, and physical evidence. It then discusses the 4Ps of marketing - product is ice cream, price is competitive, place includes personal interfaces and various digital channels, and promotion considers factors like visibility, ease of access, and cross-promotion across food chains. The document also compares digital marketing to traditional marketing, noting digital is more cost-effective, helps engage targeted customers, and allows measuring developments easily.

1. AMUL – Digital Marketing
Presented by :
ABHISHEK KUMAR

2. Marketing Mix :
• Product
• Price
• Place
• Promotion
• People
• Processes
• Physical Evidence
 One sided communication to
customer controlled communication
 Online & mobile is the key medium
 Target audience is not restricted to
any geographical location
 Style of communication has changed
– crisp and direct

3. 4P’S
• Product : The product is a perishable goods i.e. ice cream
• Price : The price is at par with all competitors including
exclusive tokens and vouchers for online customers.
• Place :
 Personal interfaces
 Electronic – TV & Radio
 Social Media
 Mobile & Telecommunication
 Search Engine & Internet

4. 4P’S
• Promotion :
Factors to be considered in terms of a digital launch are :
a) Visibility
b) Ease of access for prospects.
c) Advertisements in digital space
d) Occupancy of search engines via paid ads and keywords.
e) Cross marketing via other food chains and associates.
f) Online branding & token releases
g) Mobile & Email marketing
h) Press releases for online links by strong advertisement channels

5. Difference between
Digital Marketing & Traditional Marketing
• It is cost effective in nature.
• It develops brand on global scale.
• Helps engage qualified and targeted costumer.
• Developments are easily measurable online.
• Can connect to many costumers at one go.
• Gives an efficient feedback mechanism.
• Apt for reaching out to certain group of consumers
E.g : Electronic gadgets costumers are more prone online.

6. THANK YOU