Project Report On Advertising and Sales Promotion for AMUL
Under The Guidance of: Ms. Deepti Srivastava
Submitted By: Kushal Saraf
| ACKNOWLEDGEMENTAt the Outset let me express my sincere thanks to IILM who provided me this golden opportunity of undergoing in project.It is always a difficult task to acknowledge all those who have been a tremendous help in an academic project of this nature and magnitude. The successful completion of the project is accredited by those people who made it possible.Nevertheless, I would like to extend my sincere gratitude towards the people who have devoted their time and ideas and played an individual part in the making of this project. It is indeed a great pleasure and moment of immense satisfaction for me to express my gratitude towards my Project guided Ms Deepti Srivastava who encouraged me throughout my project and thankful for her invaluable guidance and cooperation throughout my project. | | |
| INTRODUCTIONThe Taste of India, a brand so distinctively Indian has been a part of our lives for nearly five decades now and still is able to touch a chord in our hearts. As a brand AMUL has grown from being merely a differentiating factor to protect the interests of producers and consumers. AMUL meaning “priceless” in Sanskrit, is a dairy cooperative in India. Originally known as Kaira District Cooperative Milk Producers‟ Union Ltd. (formed in 1946) and turned to AMUL (in 1955), is now managed by a state level apex body of milk cooperative, Gujarat Cooperative Milk Marketing Federation (GCMMF). ADVERTISEMENT STRATEGYAdvertisement Strategy plays a very dominant role for any Marketer. Products no matter of how good quality, they may be, are of no use if they are not brought to the notice of the consumer. Advertisement can be classified on the basis of target audience towards whom the advertising is directed. There could be different set of target audience from households to restaurants and food corners. MARKET SEGMENTATIONAMUL has segmented its product in different age group For kids: AMUL Kool, flavoured milk, NutrAMUL energy drink. For youth: AMUL Cool Kafe. For women and older people: AMUL Calci+, AMUL Shakti energy drink. Wide range of product categories caters to consumer across all market segment. For example, Amul kool is target at children, while teenagers prefer kool café. In order to target not only the upper and middle class, Amul has always been targeting the lower and urban class of society. Thus, the price of products ranges from low price to high price. AMUL ADVERTISEMENT STRATEGYWHAT ADVERTISEMENT STRATEGY HAS BEEN FOLLOWED BY AMUL-THE TASTE OF INDIA? Before Amul entered the picture, companies used conventional methods of advertising where the focus was only on the food products and the tone of the pitch was serious. Amul changed the way food products were communicated to the people in India. It always advertised its mother brand – Amul, and not its products like butter, pizzas, or cheese. It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter. The butter, which had been launched in 1945, had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads. The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else. Amul has been consistant over the communication campaign and brand strategy. AMUL has positioned itself as " Taste of India " and have ensured that their communication is in line with their positioning strategy By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union conflicts but also created an opportunity for the union members to cooperate in developing products UMBRELLA BRANDING Amul‟s...