Amul is India's largest food product marketing organization that has been in operation since the 1950s. It is known for its long-running advertisement campaign featuring the Amul moppet girl. The ads use simple and witty messages to comment on current social and political issues in a way that appeals to people across all segments of Indian society. Amul's low prices and focus on quality have made its products, especially Amul butter, ubiquitous across Indian households.

1. From Naxlite to wearingGandhi Cap!!!
Creating a free atmosphere that
fostered the development of the
ads; going against the trend but
2012 portraying the day- to – day life of
Indians
AMUL- THE TASTE OF INDIA
1976
IMC Assignment of communication
model---- Nilormi Das(A006)
1966

2. Amul Introduction
• Amul Butter topical is :longest
• Amul is synonymous with
running advertisement
Butter in India
campaign in the world
• Six decades of presence
• Gujarat Cooperative Milk
(since 1950s)
Marketing Federation
Ltd. (GCMMF), is India's
• Utterly Butterly Delicious taste largest food product marketing
of Amul Butter reached across organisation with annual
Indian household turnover (2011-12) US$ 2.5
billion

3. Brand Name Communication
• Acronym of Anand Milk Union Limited, AMUL is also derived from
the Sanskrit word "Amulya", Amul means invaluable
• In 1966, Amul hired Sylvester daCunha, to design a new ad
campaign for Amul Butter
• daCunha designed an ad campaign as series of hoardings with
topical ads, relating to day-to-day issues

4. Amul‟s Philosophy
To be simple, fresh and
innovative
Clean, emotion-based ads
No use of hi-tech special
effects
Aiming at maintaining the
perfect balance between the
traditional and the modern

5. AIDA
• Cognitive Stage
-Attention: - Bold tongue-in-cheek topical made way directly into the
hearts of millions
• Affective Stage: A girl who would worm her way into a housewife's
heart
-Interest: Amul began playing the role of a social observer
India looked forward to Amul's evocative humour

7. AIDA
• Desire: „Utterly Butterly Delicious!‟
• Behavioral Stage
-Action: -The Taste of India caters to people belonging to all
walks of life & across cultures
-The low cost but assurance of good quality created repeated
purchase
-To reach out to every Indian household, conveying the
message that at any point, any time you can possess Amul Butter

9. Amul Magic
Catchy Lines
Pure and Simple
Everyday Fun
“utterly butterly
delicious”

11. Message encoding
• Verbal Encoding : The witty punch lines
• Graphics Encoding: The Amul Moppet ( in sync with
verbal encoding)

12. Semiotic Perspective
Object
(Brand)
Healthy and
tasty food Sign/Symbol
Interpretant
affordable to
(Intended every Indian
Meaning)

13. Amul Communication Channel
• Word of mouth ( by witty
Personal punch lines used in the Ads
referring contemporary
Channels issues)
• Social Media
Non- • Billboards
Personal • Print media
Channels • Occasional broadcast media

14. Amul Manthan Ad Song
• http://www.youtube.com/watch?v=onhgE0
-z1qM&feature=related

15. STP
• Segment
• Health and quality conscious people
• Target Group
• Lower, middle and upper class people
• Positioning
• Taste of India Tasty Butter for people of all age groups

16. Market Segment
Amul Butter is available in segments like:
• Kirana Store
• Modern Format store
• Amul Parlours
• Hotel & Restaurant segment
• Railway and Flight Kitchen etc

17. How Amul make it happens!!!
Low price cost strategy : target
costing, value engineering , well
integrated development
Time to market: modular design
approaches, continuous surveillance
of customer needs, integrated design
automation tool
Umbrella brand, State of Art design
and analysis tools, open culture to
ideas, third party service providers

18. SWOT
• 1. Creative advertising with Amul Baby print ads
• 2. High brand presence and visibility
• 3.Availability of Amul butter is good with large distribution
network through retails, kirana stores, local distributors etc.
Strength • 4.Excellent product quality and trusted name
• 5. Affordable price and variable packaging
• 1. Some people don‟t prefer butter form cow‟s milk
and prefer local homemade butter
Weaknesses • 2. Competitors

19. SWOT
• 1. Smaller packages for instant consumption
• 2.No frills packaging for rural customers at lower
cost
Opportunities • 3. Tie-ups with corporate, hotels, resort chains etc
• 1. Local butter manufacturers
• 2.Low Fat Low cholesterol butters like Nutralite
• 3. Reduction in consumption by health conscious
Threats people