The document compares the advertising strategies of Amul and Baskin Robbins, highlighting Amul's journey since 1996 to capture market share through quality and affordability, and its unique advertising character, the Amul girl. Conversely, Baskin Robbins targets a more affluent market with innovative promotions linked to popular culture and focuses on high-quality, luxury ice creams. While Amul emphasizes low pricing and broad market appeal, Baskin Robbins aims to engage younger consumers through creative campaigns without prioritizing price reduction.

1. • A PRESENTATION SUBMITTED BY
• Sneha Manamohan
• Smruthy N. Pradeep

2. ADVERTISING
STRATEGIES – A
COMPARISON

3. History
• The journey of Amul ice creams began on 10th March, 1996 in
Gujarat and with its superior quality it was able to capture the
highest market share in a short period of time
• In 1997, Amul Ice creams entered Mumbai followed by Chennai
in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled
out in 1999.
• Since then not only has it grown at a phenomenal rate but also
it has added a vast variety of flavors to its ever growing range.
Currently it offers a selection of over 200 variants.

4. Products
Utterly delicious ice cream made from fresh
milk available in a wide range of flavors and packs.
PRODUCT
DESCRIPTIONS
Cone 120 ml, 100ml, 80 ml & 50 ml
Cup 125 ml, 100 ml, 80 ml, 90 ml & 40 ml
Plastic
Container
1 litre, 750 ml, 500 ml, 125 ml, 100 ml, 80 ml &
60 ml
Stick 70 ml, 60 ml, 40 ml
Take Home Bulk / catering packs (5 litre, 4 litre), take home packs (2.2
litre, 1.5 litre, 1.25 litre, 1 litre), combo packs (750
ml+750ml Free) and family packs (500 ml, 250 ml)

5. PRODUCT FEATURES
• Made from Fresh Milk (Real Milk, Real Ice cream): No added
vegetable oil, hence no Frozen Dessert.
• No Differentiation in Quality Standards of Consumer & Catering/
Institutional Packs: Stringent Standards than Specified by PFA &
BIS for more fat and less overrun (less air) to give creamier feeling.
• Best Ingredients: Fresh milk, superior fruits & nuts.
• Manufacturing Facility: Made in ISO & HACCP certified state of the
art plants with stringent hygienic standards to ensure food safety.
• Pro-life & SUGAR FREE Probiotic: The first company in India to
introduce probiotics in ice cream (IDF Award for Best
Nutrimarketing Category, Oct '07) & SUGAR FREE Probiotic
products.

6. PRODUCT APPLICATION
• Individual consumption (impulse), Take home, Catering
at parties, marriages etc. celebration and Recipe
preparation for sundaes, shakes, etc.
AVAILABLE IN
More than 800 cities across India at Amul
Preferred Outlets, Amul Scooping Parlors,
retail shops, vending push carts, hotels,
restaurants, canteens, caterers etc.

7. ADVERTISING
STRATEGIES

8. The ultimate strategy
• The moppet who put Amul on India's breakfast table
• 50 years after it was first launched, Amul's sale figures have jumped
from 1000 tones a year in 1966 to over 25,000 tones 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.
• The Amul girl was the brainchild of SylvesterdaCunha, the managing
director of the advertising agency AS. The ads were designed as a
series of hoardings with designs relating to day-to-day issues. The
brand recall for the Amul girl is phenomenal across India today. And
the biggest reason for this is the topical nature of the ads.The Amul
ads have witty one-liners which capture relevant events that have
caught the fancy of the nation.
• Entered in the Guinness Book Of World Records for being
• the longest running campaign ever.

9. Marketing Mix
Product
• Dairy Products
• Cooking Products
Price
• Low Pricing
Strategy
Place
• Rural & Urban Market
• International Market
Promotion
• Advertisements

10. Bill boards
 Most famous is billboard campaign
 The endearing polka dressed girl and pun at
various issues increased brand’s fan following.

11. Promot ion
• 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 Amul Maharani
contest

12. Successful product Strategy
Product Positioning Strategy-
 Low price Amul Ice - Creams paused a
potential threat to all other players in the Ice
cream market.

13. The Amul Moppet…

15. Not only this, very innovatively AMUL presented its new brand strategy--
The utterly butterly girl to come alive! On Mumbai, Dec 29, 2000: After
becoming everyone's favourite little "utterly butterly delicious" girl
through print and television ads, the Amul Butter Girl came alive!
The search for an Amul Butter Girl and an Amul Cheese Boy ended in
January 2000, when the Gujarat Cooperative Milk and Marketing
Federation(GCMMF) announced the real life Amul Butter Girl and Amul
Cheese Boy through a national Amul Surabhi search contest.
Acknowledged GCMMF's assistant general manager RS Sodhi: ``The
contest was meant to generate enthusiasm among students in every village
and town. This also helped Amul's brand building exercise.''

16. At the time when AMUL was formed , consumers had limited purchasing power & modest
consumption levels of milk & other dairy products . thus AMUL adopted:-
Low-Cost Price strategy
Low Cost Price Strategy was adopted to make the product affordable & alluring to
consumers by guaranteeing them value for money. The main aim of Amul is to provide
quality products to the consumers at minimum cost. The goal of Amul is to provide
maximum profit in terms of money to the farmers. Low cost of production of
AMUL: Milk production is scale insensitive and labour intensive. Due to low labour cost,
cost of production of milk is significantly lower in AMUL. Amul’s icecreams are
relatively low priced.

17. Other promotional activities
Amul was the title sponsor of :-
 Amul STAR Voice of India
 Amul Master Chef India
 Amulya Surabhi
 Amul Maharani Bano Contest
 Amul Chote Ustaad
 Amul Music Ka Maha Muqabla
 Amul Food Maha Challenge.

18. Eat Milk with Every meal
campaign….

19. Cafe Amul is a Casual Dining Restaurant in a pleasant
ambience which offers scrumptious delicacies in
pizzas, burgers , sandwiches, sundaes etc.

20. • Baskin Robbins entered India in 1993 through a joint
venture with The Graviss Group. Its first manufacturing
plant outside North America opened in Pune. Offering
delicious and fun treats across 150 cities / towns with
550+ stores, Baskin Robbins is the largest Ice Cream
chain in India. The Graviss Group has dedicated teams
with expertise in the multiple verticals; that has turned
Baskin Robbins into India’s most loved Ice Cream Brand.

21. •ADVERTISING
STRATEGIES

22. The 31 flavors...
• Baskin-Robbins is the world's largest chain of ice cream specialty
shops and is based in Canton, Massachusetts. It was founded in
1945 by Burt Baskin and Irv Robbins in Glendale, California.
• The company is known for its "31 flavors" slogan, with the idea that
a customer could have a different flavor every day of any month.
The slogan came from the Carson-Roberts advertising agency
(which later merged into Ogilvy & Mather) in 1953. Baskin and
Robbins believed that people should be able to sample flavors until
they found one they wanted to buy, hence their famous small pink
spoons. The company has introduced more than 1,000 flavors since
1945.

24. MARKETING STRATEGIES
COMMUNICATION STRATEGY
• Baskin Robbins is a youthful dynamic brand and they are open to good ideas. If
there’s a property or event or opportunity that has the potential to capture the
fancy of today's generation they are ready to advertise/sponsor. The outlets sport a
funky and vibrant look to attract young people.
• In India apart from the sales of ice creams , Baskin Robbins enjoys great patronage
among high end institutional clients ranging from the best five star hotels in the
country ,to the premier airlines high end retailers corporate parks and campuses ,
cruise companies the best restaurants and clubs and of late, all the multiplexes ,
which is fast becoming a separate business channel in this country. Around 35% of
their sales are from institutional sales. In the coming years, the brand plans to
aggressively penetrate into smaller towns apart from consolidating its present
market in the major cities and metros.

25. Marketing plan- Baskin Robbins
Target market
• We have identified that Baskin Robbins uses certain main segmentation bases for
dividing their market, namely demographic and psychographic characteristics. Under
demographic segmentation, they focus on the income bracket of consumers. Their
products are mainly aimed at the affluent with higher disposable income to spend on
frivolous luxuries such as premium ice cream. Also probably the most important type
of segmentation bases which we consider is the psychographic segmentation. To be
attracted to consuming a premium ice cream, consumers need to be part of a
particular lifestyle segment. They would be among those who enjoy the luxury and
indulgence associated with the brand.
The secondary segment of Baskin Robbins target market is composed of teenagers,
young adults and students
consisting of both genders and all ethnicities ranging from the ages of 18-24 and 25-
30. These individuals would be having active social lives, and it will be an important
aspect that this segment of the market enjoys socializing, leisure and entertainment.

26. Ambiance
• According to the outcome of the research it was made
evident that customers were not that pleased or attracted
to the current ambiance at Baskin Robbins. It is the
quality of the ambiance of the outlet that attracts the
customers to enter the outlet and purchase the product.
Poor ambiance can result in declining of sales no matter
how reputed the brand name is or how good the product
is.

27. Spiderman 3 Campaign
• The summer of 2007 witnessed an innovative tie –up baskin robbins with
spiderman 3 movie in India.Baskin Robbins promoted spiderman 3 by
means of a creative promotion.This note only added visibility but also
enhanced customer interactivity with the brand.The highlight of the
promotion was the co branded TVC which was aired on key kids channels.
The promotion extended to creating 3 new trendy flavors keeping in tune
with the characters of the movie-Web Slinger, Sand Storm and Green
Gobbler.The elements of the promotion included posters, standee, cup
Design,bags,T-shirts, tags,shelf talker and a spiderman 3 comic free with a
every single scoop of ice cream.

28. PAANCHVI CAMPAIGN
• Baskin robbins successfully captured the attention of the kids by
entering into a tie –up with “paanchvi pass” a popular reality show
telecast in 2008 by star plus and hosted by Shahrukh Khan. A
special “paanchvi pass” flavor was created to make it appealing to
the customers and add excitement to the entire campaign. A gift
was assured to any customer who walked into the store and
purchased “paanchvi pass” flavor and three lucky draw winners got
a chance to meet the biggest Bollywood star, Shahrukh Khan. The
promotion helped star plus take its message to niche audience to
across the country. The activity provided tremendous on ground
visibility for Star plus and Baskin Robbins in terms of wall visuals,
tent cards, danglers , posters , t-shirts etc… besides ,it got good
publicity and generated enthusiasm among the kids.

29. THE DRONA CAMPAIGN
Baskin Robbins has become a attractive partner for production houses
to promote movies better among its target audience- the youth.
This is done by means of appealing visuals and colorful displays like
banners, posters, standees etc.. Drona a magical adventure movie
based on the warrior “ Drona “ tied up with Baskin Robbins to
promote the movie among the teenagers. Visual displays for the
promotion of the movie using Baskin Robbins as a brand included
posters,standees, bags etc… cappuccino nibs was named drona
flavor also known as “flavor of magic” to get the touch and feel
of the movie. The Drona promotion gives across the country a
chance to meet Abhishek Bhacchan through a lucky draw.

30. MTV ROADIES
MTV roadies- a cult following among youth has now associated with Baskin
Robbins for promotion of the program and for the integration of the brand
with its content. The promotion makes a lot of sense for both the brands
because the target audience of roadies is synonyms with the target
audience for Baskin Robbins. The audition promotion was done in selected
cities in India were the roadies audition was carried out –Mumbai, Delhi,
Bangalore, Kolkata, Ahmedabad, Chandigarh. JTQ- “jump the queue”
passes were given to those lucky draw winners who purchased Baskin
Robbins ice cream worth Rs 250/- promotion was done through poster,
banners, standees and the JTQ passes. Interactive Games during the
audition were incorporated which included wild games on centered on ice
cream.

31. THE LOVE STORY
2050 CAMPAIGN
The movie was unique in the sense that for the first time introduced the time
machine concept in the Indian film industry and therefore,there was a big
hype around the movie.Baskin robbins built on this hype and therefore
associated itself with love story 2050.The publicity for the movie was done
using posters, standees, banners and shelf talkers.the flavor was called the
2050 flavor with a tagline. The taste of the future is here.The promotion
offered a chance to the lucky draw winners to meet the debutant actor
Harmen and priyanka chopra and a chance to win a boo { a character of the
movie }with a every 2050 flavor.

33. • 1. Baskin Robbins is a dynamic brand that appeals
mostly to the younger generation. The secondary
segment of BR's target market is composed of
teenagers, young adults and students belonging to the
age group of 18-24 and 25-30 years. Hence, the
advertising campaigns of BR - such as the MTV Roadies'
campaign, Spiderman 3 campaign, etc - are designed in
such a manner so as to attract the youth.
On the other hand, Amul has a slightly wider target
market. Besides targeting the youth, Amul also seeks to
cater to the older generation. This is evident from its
advertising strategies which include title sponsorship of
various programmes (Amul Star Voice of India, Amul
Master Chef India, etc) which have a vast and varied
audience base.

34. • 2. Amul adopts a low-cost price strategy to sell its
products. The aim of the company is to deliver value for
money to its customers by providing quality products at
minimum cost. Amul prices its products in such a
manner so as to make them affordable to the lower
income groups of the society as well.
BR's products are aimed mainly at the well-off members
of the society with a higher disposable income which
can be spent on luxurious items such as premium quality
ice creams. Only those consumers who are part ofan
affluent llifestyle will be able to enjoy, and most
importantly, afford the products of such high end
brands.BR, unlike Amul, therefore focuses not on
minimising the price of the products but on providing
high end, quality
products. They are not concerned with lowering the
price of the product as they cater primarily to the
affluent groups.

35. • 3. Over the last few years, Amul's advertising
philosophy has been "to be simple, fresh and
innovative". The advertisements are of
immediate relevance, interest or importance,
and are in relation to major current events.
In contrast, the advertising strategies of BR are
more creative, and are aimed at increasing
customer interactivity with the brand. All the
major campaigns of the brand sought to
promote the brand among its target market by
means of various promotional activities such as
provision of free goodies, lucky draws, meet-and-
greet events with stars, etc.

36. 4.Amul researches in developing products that are
sugar free and hence can be appealing to elder
people too.
Whereas Baskin Robbins is not rather keen in
developing such products as it aims at teenagers
and kids mainly and hence is coming up with
different flavours that would attract them.
5. Baskin Robbins is still working on brand building
whereas Amul is already the biggest food brand in
the country. Hence, BR is trying to attract
customers to their stores whereas Amul is trying to
make its customers use more and more of its
products.