This document summarizes a presentation on changing advertisement trends of Amul dairy cooperative. It discusses Amul's history and production levels. It notes that Amul hired an advertising agency in 1996 which designed memorable marketing campaigns featuring the iconic "Amul Baby". The campaigns using political satire set a Guinness World Record. The presentation also includes a SWOT analysis of Amul and compares its butter advertising and pricing to competitors like Britannia and Nestle. It notes Amul's low advertising budget compared to industry standards.

1. “Presentation on the changing
advertisement trends of AMUL ”
Presented to – Dr. Sanjay Kumar
Presented By-
Chandan Sharma

2. AMUL (KHAIRA DISTRICT MILK
PRODUCERS UNION)
• Amul was established (14 dec. 1946) by the local
milk producers of Anand (Khaira District, Gujarat)
by the advise of Sardar Patel and Morarji Desai.
• First day production was 250 liters. And today it is
9.1 million liters per day.
• Selling in around 15 states of India and more than
37 countries including China, UAE, Singapore etc.
• Dominating on Indian Butter Market with 85%
Market share.
• Highest selling and ranked as brand of the year
(Number-1) .

3. Advertisement and Campaigning
• Amul hired sylvester dachunha in 1996. since than they
are designing their Marketing campaigns.
• In the 1980s, cartoon artist Kumar Morey and script
writer Bharat Dabholkar had been involved with
sketching the Amul ads the latter rejected the trend of
using celebrities in advertisement campaigns.
• The campaign was widely popular and earned
a Guinness world record for the longest successful
running ad campaign in the world.
• The White Revolution of India inspired the notable
Indian film-maker Shyam Benegal to base his
film Manthan (1976) on it.
• Amul Girl and uttaly Butterly Delicious campaign was
highly successful in Indian Market (In every Segment).

4. SWOT
STRENGTHS –
• Creative advertising with Amul Baby print ads
• Availability in different sizes (8 grm,20
grms,50 grms,100 grms, 500 grms)
• Availability of Amul butter is good with large
distribution network through retails, kirana
stores, local distributors etc.
• Excellent product quality and trusted name
• Value for Money

5. SWOT
Weakness
• Not doing good in Chocolate Segment. Other
giants like Nestle and Cadbury is giving tough
competition.
• Not so good marketing budget as compared to
other Brands like Nestle.

6. SWOT
Opportunity
• Good potential if they would enter in Rural
market.
• By introducing new brand (chocolate) and
intensive advertising there can Grab more
market share.

7. SWOT
Threats
• Competitors like Nestle is investing in its milk
products to increase market share.
• Local Milk sellers (butter manufacturers) are
providing low priced milk in cities. Which can
be the potential buyers of the company.
• There exists no brand loyalty in the chocolate
market and consumers frequently shift their
brands.

8. Competitive Analysis
• Amul vs Britannia Butter vs Nestle butter
Brand Name Price Quality
Certification
Amul Butter 22 (100 Grams) BIS certified
Britannia 25 (100 Grams) BIS certified
Nestle 27 (100 Grams) BIS certified

9. Advertisement
• Budget – Amul is investing 1% of its revenue
which is very low as compared to Industry
Average 8.9%.
• USP of the Brand- Most trusted brand
• USP of the Advertisement- Multipurpose
Butter (used in homes and Restaurants also).

12. Utterly Butterly Delicious
THANKS