Sunday, 7 October 2012

Amul -IMC Plan

IMC plan for Amul 

Introduction to the brand :Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The word Amul is derived from the Sanskrit word Amulya, meaning invaluable. The co-operative is also sometimes referred to by the unofficial backronym: Anand Milk Union Limited. It was formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat. Amul spurred India's White Revolution, which made the country the world's largest producer of milk and milk products. In the process Amul became the largest food brand in India and has also ventured into markets overseas. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (1973-2006), is credited with the success of Amul.

Segmentation, targeting , Positioning Amul is segmented market as kids , women , youth, calorie concious and health concious segment.we can define it as a customer based market segmentation where they have launched a slew of product for each market segment.

Positioning

Marketing Mix Product:
Figure 1 : customer based market segmentation 
Amul has tried to adopt 'Product for everyone' strategy where they are targeting each and everyone Indian like youth , diabetic patient , youth , urban India , price sensitive India, caloric concious etc 












Figure 2: product Mix
Price: Amul has tried to price its all product in such a way that it is affordable to its target segment.













Promotion: Amul's desired positioning from long time is to become a brand which caters to entire India.Its slogan "Amul-The taste of India" justifies the same. Amul girl campaign introduces a mascot, which is a cartoon, and hence have an mass appeal. This amul girl has round face which can be converted into Manmohan ji , lord Krishna, Sachine , Mamta banerji  or what not . Amul has creatively use this girl in association with the current affairs  like cricket world-cup , politics , and movies to market its product.

Its 2012 TV commercial positioned it as a brand who serves a family and is getting happiness out of that. 
 'Mero gaam Katha parey...' the title song of national award winning film 'Manthan', they made a video earlier depicting  story of Amul model of co-operatives. Amul  has recreated the magic of Manthan with a new music video which shows Bharat catching up with India.The Manthan music video has an unique emotional appeal. The lines like 'khush rahe tera beta beti' in the new music video shows how it is because of the efforts of a rural milk producer that nutritional requirements of a child to a urban mother is taken care off.

2 comments:

Raj Arora said...
This comment has been removed by the author.
Raj Arora said...

Amul product like milk powders, milk, butter, ghee, cheese, Masti Dahi are good for health.