advertising strategy of Amul

Assignment on Branding Management Topic Advertising & Branding Strategy of Amul

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Amity Institute of Competitive Intelligence & Strategic Management AMITY UNIVERSITY UTTAR PRADESH, SECTOR 125, NOIDA - 201303, INDIA

Advertising & Branding Strategy of „Amul‟

Advertising is the communication relayed from companies to persuade an audience to purchase their product. Make audience to understand the creativity that happens behind the business of making people buy things they may or may not need... Understand what people sell and... More importantly, how they get through to their customers... Understand what people buy, and more importantly, what convinces them to do so.

The brand name AMUL, from the Sanskrit Amoolya, meaning priceless, The first products with the Amul brand name were launched in 1955. Since then, they have been in use in millions of homes in all parts of India, and beyond. Today Amul is a symbol of many things: Of high quality products sold at reasonable prices, of availability, of service. There is something more, though, that makes the Amul brand special and that something is the reason for our commitment to quality and value for money. Amul is the brand name of 2 million farmers, members of 10,000 village dairy cooperative societies throughout Gujarat. This is the heart of Amul, it is what gives strength to Amul, and it is what is so special about the Amul.

What makes Amul such an amazing brand?

While Amul is synonymous with milk and butter, it’s product range is quite formidable. This strategy has allowed it to reign supreme in the dairy products segment in India. The other thing that works in Amul’s favor is its amazing network. It has about 50 sales offices pan-India with more than 3,000 wholesale dealers and more than 5,00,000 retailers. That is huge! They came up with the tagline, “Utterly Butterly Delicious” as a positioning statement to signify that Amul butter is made from the best quality milk and has just the right amount of salt added to it, which makes it delicious. The blue-haired Amul moppet a cute and chubby girl usually dressed in a polka dot dress, is universally recognizable in India. Together, these two elements are a fantastic combination of brand elements for Amul.

Butter is an essential part of breakfast in almost every household and people do discuss the current affairs on the dining table and Amul manages to capture these moments by showcasing the connection in their advertising. It is topical. If we take a look at the archives of the Amul ads, we can actually see India changing right before our eyes. The campaign is, in fact, a humorous take on everything that has made India what it is today. Amul‟s advertising strategy has followed the concept of „Umbrella Branding.‟ Amul is the common brand name for most of its products across categories. For instance, the Amul girl has also been used to advertise Amul ghee and milk. Its ad campaign „Amul doodh peeta hai India,’ conceptualized & created by FCB-Ulka, was drafted to proclaim its leadership position and was targeted at people across all income categories. Their corporate campaign – The Taste

of India caters to people belonging to all walks of life & across cultures. It is circled around a one day old child who needs milk as much as to a dead man who needs ghee. Amul believes in mouth-to-mouth publicity by their consumers. They spend less than 5% of their revenues, on advertising! The longest running advertisement campaign, which also holds a Guinness World Record, attributes its success to many reasons, few of them being, simplicity, consistency, humor and variety. They have always kept themselves up with the dynamic consumer minds & understood the needs of Indian people. They are informative and instantly connect with the audience. The Brand Image is that of a Cheerful, Fun Loving, Naughty, Healthy, Youthful and Family Oriented at the same time. Leader -It always remains a mass marketer and lead through cost and quality both. Emotional Connect – The taste of India and the very campaigns with almost all alarming national issues, kept the emotional connect intact and the brand a success. The brand is still leading with right spirits and living upto its very basics – value orientation, sociable and Indian. Market Adaptations – Like the campaigns even the product and competition was not backed out. Amul Butter launched Amul Lite, to adapt to the market players.