Amul imc ppt
16 likes10,019 views
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.
More Related Content
Similar to Amul imc ppt (20)
Amul imc ppt
- 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