AMUL stands for Anand Milk Union Limited.
AMUL is the umbrella brand for a variety of products like Cheese, Milk, Ghee, butter, ice-cream etc.
The real name behind the 'Amul' brand is Gujarat Cooperative Milk Marketing Federation (GCMMF).
Amul has gone from strength to strength with a great fabric of Supply Chain Management and a low budget yet highly effective and aesthetically pleasing Marketing Campaign, and created history in Indian FMCG sector.
Amul has created a very simple, sociable and Indian brand; people identify themselves with the AMUL brand.
Lets look at the Marketing Mix of Amul:
Product - Dairy Products, Cooking Products
Price - Low Pricing Strategy
Place - Rural and Urban Market, International market
Promotion - Advertisements, Show sponsorship's
A point worth noting is that AMUL spends a mere 1% of its turnover on promotions. The simple yet effective print ad campaign which creates adverts on the daily issues has been a MEGA success; and has greatly been able to identify itself with the people. A brand is nothing but a manifestation of trust. The Butter Girl Ad campaign is the longest ever ad campaign and has been running for over 40 years now (the same was launched in 1967)
Some of the most enticing ads are posted here:
Ad on Shoaib Akhtar's book - Controversially Yours
Zidane's head butt in the WC 06:
Ad on Lord of the Rings success:
Kumble's 10 wicket hall:
2008 US recession:
Raju's Satyam scandal:
Ad on Joker from Dark Knight:
Please refer to this link for a comprehensive list of the Amul's Billboard ads:
http://www.nofullstop.com/2009/04/30/125-mesmerizing-ads-from-amul-india-marketing-management-at-its-best/
The billboard campaign has indeed done wonders for the Amul brand.
Other than these ads, AMUL also sponsors TV shows like Chef of India Contest, Star Voice of India, Music ka maha muqabla etc. Association with these TV shows helps Amul gain mass media coverage and an opportunity to bind more with the youth. It also organizes competitions like Slogan Likho Disneyland Dekho.
Amul has its presence in more than 40 countries till date. No doubt, with this so 'Indian' and unique way of advertising and Brand building, Amul will always pose a stiff task for the behemoths like HLL, Nestle, P&G etc.
Way to go AMUL, the taste of India :)
Cheers,
Ankit
Comments
Post a Comment