1. AMUL
(Taste of India)
Manjubhashini 11utb19
Manoj prabagar 11utb20
Mukesh 11utb22
Nisha 11utb25
Saahil 11utb29

2. UNIQCREATIONS
Ways beyond than you imagine
 Type of agency – Promotional Agency
 Service offered – print media, online branding & marketing etc.
 Teams & skills:
- to pair media
-marketing
-technology
-creativity
-imagination and analytics
to ignite emotional bonds between people and brands.

3. Clients
 Kellogg’s
 Britannia
 Marico Ltd
 Colgate India Ltd
 Godrej Consumer products Ltd
 Kohinoor foods ltd
 Nestle India Ltd
 Dabur India Ltd
 Hatsun Agro products Ltd
 Tata Tea Ltd
 ITC Ltd
 Gujarat Cooperative Milk Marketing Federation Ltd (Amul)

4. INTRODUCTION
HISTORY:
 Founded in 1946.
 Established “Gujarat Cooperative Milk Marketing Federation Ltd” (GCMMF) in
1973.
 GCMMF brand – Amul
 Began with just two village dairy co-operative societies and 247 liters of milk.
PRODUCT CATEGORY:
milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-
cream; Paneer, chocolates, and traditional Indian sweets.

5. PERFORMANCE:
 Annual turnover (2011-12) - US$ 2.5 billion.
 18th largest with a 0.5% share in global milk production.
 90% market share in butter, 80% in cheese, 40% in ice cream and 25% in
pouched milk.
COMPETITION:
 Frozen food segment- Kwality Walls (HLL), Vadilal, Hatsun agro, Kolkata
metro dairy.
 Dairy whitener, baby food and condensed milk segment-Swiss major
Nestle.
 Core milk segment-Mother Dairy.
 Chocolate segment from Cadbury, Nestle etc.

6. Situation Analysis
 TARGET AUDIENCE:
 18 yrs to 22 yrs
 Rural Segment
• SEGMENTATION:
Customer Based :
The Customers are divided into kids, women, youth, calorie,
health & diabetic conscious customers.

7. Cont…
Industry Based :
The Target audience for Milk industry,
 Ice cream Manufacturers
 Restaurants
 Coffee Shops
The Target Audience for Butter, Cheese & Ghee,
 Bakeries
 Pizza retailers
 Snacks Retailers

8. Positioning Strategy
 Providing value for money through best possible product at a
best available price
 Creating value & a homely image among Indian households
 Low price Ice creams in the market
 It is used to express emotions through the tagline - “A gift for
someone you love”

9. SWOT Analysis
Strengths Weakness
Largest food brand in Asia Completely dependent on Villages for -
World’s largest pouched milk brand - raw materials
Diverse mix of products Complicated Supply chain
Brand of trust No replacement policy
Strong distribution network No ads for Amul chocolates
Opportunities Threats
Can create Brand loyal customers Lot of competitors from big brands like –
Penetrate into international markets - Nestle, Britannia & Cadbury etc
Internet marketing can be adopted Supply of old dated products
Expand product categories Low market coverage
Rise in milk and milk products

10. IMC OBJECTIVES
Primary objectives:
 To Spread awareness in Tamilnadu and gain a maximum
exposure of at least 80% of target audience over one year
period.
 To increase Amul sales revenue through various promotion
activities.
 To motivate customers to try the Amul products through
Sales promotion.
 To create a brand recall for the customers who have used the
product.

11. Secondary objectives
 To bring up single product advertising for promoting Amul
Chocolates and Amul Ice creams through advertisements and
promotions.
 To promote other Amul product offerings using umbrella
branding marketing strategy through advertisements.

12. IMC Tools
 Advertising
 Television- grid locking, target market.
 News paper- large audience, publications.
 Magazine- target right people, AvalVigatan.
 Outdoor advertising- on the go, satyam cinemas.
 Indoor advertising- departmental stores.
 Social media- connecting customers and experience.

13. Sales promotion
 Increasing sales in short period and activities carried for 3
months.
 Premium- Amul chocolates, recipe book.
 Price off deals- oct-nov-dec 1 for 1, feb 14th, apr-may-june
summer offer 25% free.
 Coupons- jan-feb-march chocolate combo with coupon.
 Contest- drawing and cooking contest.

14. Other tools
 Event sponsorship.
 Internet marketing.

15. BUDGET ALLOCATION
IMC tool Cost(in rupees)
Television 59,16,000
Newspaper 27,18,320.90
Magazines 5,00,000
Outdoor advertising 1,00,000
Indoor advertising 2,00,000
Toys 2,50,000
Recipe book 2,50,000
Price off deals 2,50,000
Coupons 2,00,250
Diwali bundle offer 1,00,000
Contest 50,000

16. EVALUATION & MEASUREMENT OF
EFFECTIVENESS
 Evaluation method: objectives & task method
 With achieving the aim we have brought in the
promotional activities, achievingthese it brings
awareness to the product, brand recall and making
customers try the product which ensures the sales
revenue to go up in future with targeted customers
coming in to try more products.