Allan Edward GJ

D.no: 20PBA116

ADVERTISING MANAGEMENT
Integrated Marketing Communication Of AMUL

INTRODUCTION FOR THE STUDY:

This study is going to deal with Amul’s advertisement and their consumer
promotion. It shows the Amul’s Integrated Marketing Communication between
their advertisement and their consumer promotion.

About the Company :

Amul is an Indian dairy cooperative society, based at Anand in the Indian state
of Gujarat. Formed in 1946, it is a cooperative brand managed by a cooperative
body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF),
which today is jointly owned by 36 lakh (3.6 million) milk producers in Gujarat,
and the apex body of 13 District Milk Unions, spread across 13,000 villages of
Gujarat. Amul spurred India's White Revolution, which made the country the
world's largest producer of milk and milk products.

From Advertisements :
Amul’s advertisement is always simple, fresh and innovative. They avoid high
tech special effects and they keep their advertisements clean and emotional
based. And most importantly aiming at maintaining a balance between tradition
and the modern.

https://youtu.be/E7VFoMUV9jA - Amul Taste Of India – Tamil

This Advertisement emphasizes that Amul delivers quality products. They
conveyed this message by bringing in Mothers preparation of food. And through
that they are conveying that it is just like our mothers preparation and at the
same time it might also be the magic behind the taste of the food cooked by
mothers.
Amul Target Customers :
Amul targets on lower middle class, middle class and upper middle class. They
cater to the needs of all the segments. And they also target specific consumers
like kids, women, youth, health conscious and calorie conscious
https://youtu.be/FGs-XMgc9lc - Amul Chocolate Milk – Target consumers are
consumers of all age.

https://www.youtube.com/watch?v=6FIViDPCVBI – Amul Milk Immunity ka

power- This advertisement targets kids and emphasizes that Amul milk can
improve immunity of the kids.

Amul follows a low-cost pricing strategy for products that are consumed in a
regular basis. This made the products to be more affordable to its target
audience.
Amul also brought in the “Butterly Girl” which involves butter and current
affairs. Those advertising posters were witty and satirical.
Then due to the growing technology Amul got into Digital marketing and
through various campaigns Amul promotes their products .Therefore keeping its
target customers aware of their products.