amul marketing strategy

1. Amul: The
taste of India
Aman Kumar
Divyansh
Tarun Kumar Gupta
Koushik Bhagat
Vaibhav

2. Introduction

3. The Story

4. Brand Portfolio

5. Brand Portfolio

6. Competition

7. STP Analysis: (Segmentation)

8. STP Analysis: (Targeting & Positioning)

9. Brand
Elements

10. Brand Building (Marketing Mix)

11. Brand Building (Marketing Mix)

12. Sources of
Brand Equity

13. Communication
Strategy
Outdoor-Media:
Hording/Billboard
Print Media: Newspaper, magazines

14. Distribution Channel (Soul of Amul Saga)

15. Secondary Associations
Mascot – "Amulbaby" (a chubby butter girl dressed in polka dotted dress)
• A ‘pun’ loving star – with her bold tongue-in-cheek topicals made way directly into the hearts of millions.
• Found her way directly into the Guinness Book of World Records for the longest running campaign ever.
• Playing the role of a social observer, its weekly comments have tickled India’s funny bone since 1967
Amul’s consistently been into sponsorships - associated itself with high TRP show’s like:
• Surabhi (1990’s, Doordarshan)
• Star Voice of India (2007, Star TV)
• Master Chef India
• Proud sponsor of Indian Olympic team for the year 2012.
Conducts various contests:
• Chef of the year
• Amul Maharani of the year
• Amul Food Festival Contest
• Slogan likho, Disneyland dekho contest
• Amulya Fly to Bangkok contest

18. Sources of Brand Equity (CBBE Pyramid)

19. Brand/Category
Extension
• Launched new Products like-
• Amul PRO – Malt based food
• Amul Flaavyo Frozen Dessert
• Nutramul – Malt based drink
• Amul Prolife – Probiotic Dahi
• Amul Flaavyo yogurt – Probiotic yogurt
• Amul Stamina – Energy Drink
• Localised products like:
• Amul Shrikhand,
• Amul Basundi
• Amul Lassi

20. Channel Extension
To reach out its consumers more directly and let them have the total
brand experience, Amul has come up with an extensive network of 6000
outlets in the following format:
• Amul Preferred Outlets
• Amul Ice-cream Parlour
• Amul Railway Stalls
• Amul Kiosks in Food courts/ Cinemas
• Amul Café
Amul cyber store
Ice-cream cyber store

21. What more can Amul
Do?
• Can introduce Proteins Shakes – going
ahead with their strategy to meet needs
of emerging market segments
• Can introduce Bread – will complement
rest of the products in the portfolio. Will
try to increase the usage occasions of
Amul products.
• Can come up with sugar free chocolates
and mithai range.
• Can introduce its own range of milk
cookies and biscuits.

22. Thank You