Professional Documents
Culture Documents
"Amul Branding Strategy
"Amul Branding Strategy
BRANDING
STRATEGY”
TABLE OF CONTENTS
COLLEGE CERTIFICATE
GUIDE CERTIFICATE
DECLARATION
ACKNOWLEDGEMENT
1. EXECUTIVVE SUMMARY....................................................................................................1
1.1 EXECUTIVE SUMMARY...........................................................................................2
2. INTRODUCTION.....................................................................................................................3
2.1 INTRODUCTION TO THE STUDY............................................................................4
3. COMPANY PROFILE..............................................................................................................5
3.1 COMPANY PROFILE..................................................................................................6
3.2 The early stage...............................................................................................................8
4. THE GIRL MASCOT................................................................................................................9
4.1 THE GIRL MASCOT........................................................................................................10
4.2 ORIGIN..............................................................................................................................10
4.3 DEVELOPMENT..............................................................................................................10
4.4 INPORTANT ELEMENTS IN AMUL ADS....................................................................11
4.4.1 THE PICTURE….....................................................................................................11
4.4.2 THE MAIN TEXT....................................................................................................12
4.4.3 THE SLOGAN / BYE LINE...................................................................................12
4.4.4 THE LANGUAGE USED IN THE ADS….............................................................13
4.5 AMUL ADS ARE FULL OF CONTEXT-BASED HUMOR….......................................13
4.6 CLASSIFYING AMUL ADS...........................................................................................14
4.7 CONTROVERSY…..........................................................................................................15
5. AMUL MARKETIN STRATEGY…......................................................................................18
5.1 SEGMENTATIONN,TARGETING,POSITIONIN….....................................................19
5.2 MARKETING MIX OF AMUL…...................................................................................19
5.3 THE VARIABLE OF MARKETING MIX…...................................................................20
5.3.1 PRODUCT IN THE MARKET MIX…..................................................................21
5.3.2 PRICING IN THE MARKETING MIX…..............................................................21
5.3.3 PLACE IN THE MARKETING MIX......................................................................21
5.3.4 PROMOTIONS IN THE MARKETING MIX…....................................................22
5.4 COMPETITIVE ADVANTAGES IN THE MARKETING STRATEGY OF AMUL… 22
5.5 DISTRIBUTION STRATEGY IN THE MARKETING STRATEGY OF AMUL….....23
5.6 BRAND EQUITY IN THE MARKETIN STRATEGY OF AMUL…............................23
5.7 MARKETING ANALYSISI IN THE MARKETING STRATEGY OF AMUL….........23
5.8 CUSTOMER ANALYSISI IN THE MARKETING STRATEGY OF AMUL…...........24
6 PRODUCT RANGE...............................................................................................................25
6.1 AMUL PRODUCT RANGE............................................................................................26
7 CONCLUSION…....................................................................................................................27
8 WEBSITES REFERED..........................................................................................................28
1
EXECUTIVE SUMMARY
1.1 EXECUTIVE SUMMARY: -
This project is related to a well-known brand of India i.e.
AMUL. AMUL is a dairy company which was been founded in
1946 and still it is ahead of the business. By contextual
knowledge we mean both general knowledge and discourse
knowledge i.e. knowledge of the situational context, background
knowledge and the co-textual context. In this project, we will
discuss the importance of contextual knowledge in
understanding the humor present in the cartoon based Amul
advertisements in India. In the process, we will analyze these
advertisements and also see if humor is an effective tool for
advertising and thereby, for marketing. These bilingual
advertisements also expect the audience to have the appropriate
linguistic knowledge which includes knowledge of English and
Hindi vocabulary, morphology and syntax. Different techniques
like punning, portmanteaus and parodies of popular proverbs,
expressions, acronyms, famous dialogues, songs etc. are
employed to convey the message in a humorous way. The
present study will concentrate on these linguistic cues and the
required context for understanding wit and humor.
INTRODUCTION
CHAPTER 2
2.1 INTRODUCTION TO THE STUDY: -
The brand name "Amul," from the Sanskrit "Amoolya," means “priceless”.
Formed in 1946, it is a dairy cooperative in India. It is managed jointly by the
cooperative organization, Gujarat Co-operative Milk Marketing Federation
Ltd. (GCMMF), and approximately 2.8 million milk producers in Gujarat, India.
Amul advertisements, hereby Amul ads, are unique and are a treat for a common
man as well as a linguist. These Indian ads, appearing in billboard format, have
been around for over 52 years.
These advertisements are for the product butter. Amul Company has many other
products ranging from milk to ice-creams, cheese to chocolates, and milk powder
to beverages. By 2005, Amul entered the global market as well.
They also have many other commercials in different modes including videos. But
the one for butter is the most popular and most consistent one. The billboards,
placed at strategic locations in different cities of India, are changed on a weekly
basis. The many blogs, articles and its fan groups on social networks like Facebook
reflect its popularity.
In this project we will learn how AMUL has preserved its style of marketing.
Their loyalty and the Amul girl figure.
COMPANY PROFILE
CHAPTER 3
COMPANY PROFILE
3.1 COMPANY DETAILS
India has the biggest milk industry of any country in the world, producing more
than 180 million tons of milk in 2018.
Still, India’s dairy industry is growing at the fastest rate of any major producer.
5.6 percent growth compared to 2017 was well above the global annual growth
rate of the industry of 2.2. percent.
The Indian dairy market is in fact worth more than 9 trillion Rupees ($128 billion).
On Nov 26, India celebrates its prolific dairy industry with National Milk Day,
taking place on the birthday of the founder of ubiquitous dairy brand Amul,
Verghese Kurien.
Amul was spearheaded by Tribhuvandas Patel under the guidance of Sardar
Vallabhbhai Patel. As a result,
Kaira District Milk Union
Limited was born in 1946
(later renamed to Amul).
Tribhuvandas became the
founding chairman of the
organization and led it until his
retirement in 70s. He hired Dr.
Verghese Kurien in 1949. He
convinced Dr. Kurien to stay and help with the mission.
Under the chairmanship of Tribhuvandas, Dr. Kurien was initially the general
manager and helped guide the technical and marketing
efforts of Amul. Dr. Kurien was the chairman of Amul
briefly after Tribhuvandas Patel died in 1994.
Amul is the oldest dairy brand in the country and has become a household name in
India. The brand led the Indian dairy industry and ranked India number 1 on the
global level. As the increasing population needs more dairy products, Amul and
some other giants in the dairy industry like Verka, Sudha, Paras, Mother Dairy are
fulfilling the daily needs of the people.
THE GIRL MASCOT
CHAPTER 4
GIRL MASCOT
4.1 THE GIRL MASCOT
Amul girl refers to the advertising mascot used by
Amul, an Indian dairy brand. The Amul girl is a
hand-drawn cartoon of a young Indian girl dressed in
a polka dotted frock with blue hair and a half pony
tied up. The Amul girl advertising has often been
described as one of the best Indian Advertising
concepts because of its humor.
4.2 ORIGIN
The Amul girl was created as a response to Amul's
rival brand Polson's butter-girl. The idea was
conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the
brand portfolio from the previous
agency FCB Ulka. It was executed
by Mr. Sylvester da Cunha, the
owner of the agency and his art
director Eustace Fernandes on
hoardings, painted bus panels and
posters in Mumbai. The mascot,
since then, has been mobilized to
comment on many events of
national and political importance like the Emergency in India in 1976.
4.3 DEVELOPMENT
In 1966, Amul decided to give their account to the advertising agency called
Advertising and Sales Promotion (ASP) to work on their ad campaign. Sylvester da
Cunha, the then managing director of the agency and Eustace Fernandez, art
director decided to create something that would grab the attention of every
housewife in the country Verghese Kurien, then chairman of the Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF) suggested a mischievous
little girl as a mascot with two requirements. It had to be easy to draw and
memorable as most of the advertising would be outdoor media which required
hand painting in those days and the hoardings had to be changed frequently.
Not always the text is understood so easily. For example, the next ad is
based on the movie poster of ‘Kaminey’, but the text is understood only after
watching the movie or knowing about the story in the movie. The main
protagonists are twins and one of them has lisping problem and pronounces
/s/ as /f/. So FUPER MAFKA! actually means ‘super maska’ (‘maska’ is
butter in Hindi).
It is used in such a way that it also refers to the product butter. For example,
in Attack it refers to attacking Bush or attack the butter, Fully natural.
4.4.2 The language used in the ads
According to Leech, the four principles of advertising texts are: Attention
value, Readability, Memorability and Selling power. If the picture draws
one’s attention first, the language used for the main text and slogans play a
key role in advertising. In a competitive world, the copywriters make sure
their advertising texts are compact and all the elements are connected. The
language of advertising throws light on a whole new kind of discourse. An
important element of Amul ads is its use of metaphorical switching or code
switching between English and Hindi freely. The corpus helps us study the
code used in the ad from over a period of time. If only monolingual English
ads prevailed earlier, later Hindi made its way and there was code-mixing
and code-switching, though the script remained Roman. Now, we have what
we call as “Hinglish” which is equal use of English and Hindi elements
blended as one single code. Hinglish is the language of the new generation.
As seen from the previous sections, the popular Indian billboard advertisements
which are topical in nature require the audience to be well-informed about the
current events to identify the personality the moppet, known as the Amul girl/baby
depicting or accompanying the personalities who have been targeted for that week.
Studies have shown that the more attractive an advertisement is, the longer
attention span it can command and lingers longer in one’s memory. The popularity
of the witty Amul ads support the findings of the above studies. However, it
contradicts with Dynel’s view that a witty advertisement hinders the interpreter’s
evaluation of the product as Amul butter is the most popular product in India
mainly because its quality is maintained over the years since 1946. It has withstood
Amul ads may be classified according to their themes or the pragmatic function or
illocutionary force or the language used. Another way of classifying the ads is on
the basis of the punning techniques employed in the main text. If we look at the
themes, the ads can be classified as follows:
Sports: Cricket; Tennis; Badminton; Olympics
Politics: Regional; National; International
Films: Hollywood and Bollywood
Current events/social issues: Swine flu; Bt brinjal; Narmada
dam; scams and scandals
4.7 Controversy
In 1976, an Amul ad poked fun at the sterilization drives conducted during the
national Emergency. “We have always practiced compulsory sterilization,” says
the Amul girl, holding up a plate of butter. Eyebrows were raised but no more.
· In the 1980s, members of the Shiv Sena threatened to vandalize the agency’s
Mumbai office after they produced a billboard during Ganesh Chaturthi. The
tagline: Ganpati Bappa More Ghya (Lord Ganpati, take more).
· Massive protests followed a 1982 billboard that responded to news of UK
authorities conducting virginity tests on Indian women arriving at London’s
airports. The tag: Indian virgin needs no urgin’. The agency issued another ad in
apology: Urgin’ our virgin; accept our peace offerin’.
· When Jagmohan Dalmiya, chief of the Board of Control for Cricket in India,
was accused of misusing funds in 2008, an Amul ad read: Amul Maska khao,
paisa nahin. He threatened to sue the brand for Rs 500 crore.
· Amid allegations of rape against magazine editor Tarun Tejpal in 2013, an Amul
ad showed him in an elevator, the Amul Girl outside. The tagline: Kya se Kya Kho
Gaya. Amul—Tehelka macha de. There was a backlash. Many thought the ad was,
well, in bad taste.
· British Airways was at the receiving end of Amul’s wit when, in 2015, they
almost misplaced Sachin Tendulkar’s luggage. The billboard read British Errways.
And the airline called the agency to express its displeasure.
STRATEGY
CHAPTER 5
AMUL MARKETING STRATEGIES
The Marketing strategy of Amul covers various aspects of the business right from
segmentation and targeting to the overall mission and vision of the company and
the various parameters which the company executes to become the top brand that it
has in the market.
The segmentation of Amul is the mass population and in general, you will find
people of all different age groups and demography enjoying Amul products. This
is because Amul is not only present in Ice cream, but also in Milk, Butter, Cheese
and other such products.
As it has a very deep product portfolio, it does not differentiate in its customers but
uses a mass marketing principle. And till date, this principle has worked very well
for the marketing strategy of Amul. Similarly, the target audience are the regular
middle-class people.
This is because higher end customers do have a lot of high-end products as an
alternative in ice cream. However, for other products like Butter and cheese, both
high end and low-end customers are the target. In terms of positioning, Amul has
top of the mind positioning because it is the first brand which comes in mind when
talking of Ice cream, milk, cheese, butter or any other milk-based products.
Dictionary Definition: The marketing mix refers to the set of actions, or tactics,
that a company uses to promote its brand or product in the market. The 4Ps make
up a typical marketing mix – Price, Product, Promotion and Place.
The Marketing mix is a set of four decisions which needs to be taken before
launching any new product. These variables are also known as the 4 P’s of
marketing. These four variables help the firm in making strategic decisions
necessary for the smooth running of any product / organization.
The term marketing-mix was first coined by Neil H Borden back in 1964 in his
article “The concept of marketing-mix”. Several strategic analysts over the years
believe that the marketing-mix can make or break the firm. Having the right
marketing-mix at the start of the marketing plan is absolutely essential. Over time
the concept of marketing-mix has provided a steady platform for the launch of
a new product or business.
As mentioned before, the marketing-mix is characterized by four different but
equally important variables. These variables are never constant and may be
changed over time. However, a change in one of the variables may cause a change
in all the other variables as well.
The first thing you need, if you want to start a business, is a product.
Therefore, Product is also the first variable in the marketing-mix. Product
decisions are the first decisions you need to take before making
any marketing plan. A product can be divided into three parts. The core
product, the augmented product and the tertiary product. Before deciding on
the product component there are some questions which you need to ask
yourself.
There are two major competitive advantages of Amul over other brands. First and
foremost is the supply chain. Because of the large numbers of dairy suppliers,
Amul has a tremendous strength and reliability in its supply chain. Hence it is able
to produce such high volumes. The second competitive advantage is the wide
product portfolio due to which it can run Amul shoppe’s and also have its products
present in retail. The product portfolio is such that products like Butter and Ice
cream are cash cows for the company.
6.1 AMUL consists of wide ranges of products which are outlined below:
https://economictimes.indiatimes.com/industry/services/advertising/amuls-
campaign-claims-place-in-guinness- book/articleshow/2447410.cms?
from=mdr
https://en.wikipedia.org/wiki/Bush_shoeing_incident
http://www.esgindia.org/campaigns/press/say-no-bt-brinjal-say-no-release-
genetic.html
http://indiatoday.intoday.in/story/hrithik-kangana-fight-affair-details-
timeline/1/812885.htm
https://en.wikipedia.org/wiki/Amul_girl
12http://www.india- reports.com/reports/Cheese3.aspx
http://www.amuldairy.com/index.php/cd-programmes/quality-movement