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Amul Dairy Marketing Strategies Overview

The document summarizes information about Amul, an Indian dairy cooperative. Some key points: - Amul was founded in 1946 in Anand, India and is headquartered there. It has over 2.4 million milk producers and its slogan is "Taste of India." - Amul produces and sells milk and milk products. It has implemented strategies like new product launches, repositioning of products, and diversification to respond to changes in competition and consumer preferences. - Amul is known for its long-running advertising campaign featuring the "Amul girl" which has been recognized in the Guinness Book of World Records as the longest-running campaign.

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Sonam Patil
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58 views16 pages

Amul Dairy Marketing Strategies Overview

The document summarizes information about Amul, an Indian dairy cooperative. Some key points: - Amul was founded in 1946 in Anand, India and is headquartered there. It has over 2.4 million milk producers and its slogan is "Taste of India." - Amul produces and sells milk and milk products. It has implemented strategies like new product launches, repositioning of products, and diversification to respond to changes in competition and consumer preferences. - Amul is known for its long-running advertising campaign featuring the "Amul girl" which has been recognized in the Guinness Book of World Records as the longest-running campaign.

Uploaded by

Sonam Patil
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd

PRESENTATION ON

Presented By Roll No PG 13

Type Founded in Headquaters Industry Key People Products Employee Slogan

Co-operative 1946 Anand India Dairy Chairman GCMMF Milk & Milk related products 2.41millon Milk producers Taste of India

Product

Positioning Strategy Product Re-Positioning Strategy Product Overlap Strategy Product Design Strategy Product Elimination Diversification Strategy

Low Priced Amul Ice Creams made Kwality Walls life hell. Amul launches Chocolate milk under brand name of Amul Kool Koko. This is targeted at teenagers and youths.

Indias

First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics.

New

Competition Change in consumer preference Wrong original positioning

Amul marketed bottled water product named JALDHARA but due to less potential in the market it turned out to be blunder. Now Amul is all set to launch bottled water NARMADA NEER.

Situation where company decides to compete against its own brands.


Milk Drinks
Nutramul Energy Drink Vs Amul Kool

Powdered

Milk

Health and price Conscious. SAGAR Vs Amulya. Sagar is affordable whitener for health conscious one.

Cheese

Spreads

Specific Vs General

Amul Processed Cheese Vs Cheese Spread Cheese spread is highly accepted spread for regular use.

Whether to offer standard or customized products. Amul has offered a mix of both standard and customized products. Use of Utterly-Butterly Girl:
Using since 1967. Entered in the Guinness Book Of World Records for being the longest running campaign ever.

It eliminated JALDHARA a decade ago as Bottled water product do not have potential customers.

Dairy

Non Dairy

Butter Cheese

Brittania, Nestle Brittania Nestle, Hienz Cadbury, Nestle Pizzahut, Dominos

Baby Food
Choclates Pizza

Customer based Market Segmentation

Kids

Women
Segmentation

Health Conscious

Youth

Calorie Conscious

Uses a variety of media to communicate Most famous in billaboard campaign Amul butter girl is one of the longest Advt campaigns in the country for 41yrs

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