Presented by – Akanksha Sethiya

SUBMITTED TO – PROF. NIDHI SHARMA Akanksha chhabbra

BBA 6TH Akshita chhabbra

SECTION - C
SYNOPSIS -
• Introduction .
• Objectives of advertising .
• Advertising budget .
• Message communicated to target marget.
• Media vehicles.
• Scheduling.
• Conclusion.
INTRODUCTION – AMUL ( ANAND MILK UNION
LIMITED )
Type –: co-operative
Founded in - 1946
Headquartered – Anand ,India
Industry – dairy
Key people – Gujarat cooperative Milk
Marketing Federation Ltd. ( GCMMF)
Products – Milk and Related products

Revenue - $1 billion
Slogan – The taste of India
AMUL INTRODUCTION -

• AMUL inspired ‘Operation Flood’ and

heralded the ‘White Revolution’ in India.
• Amul Ice Cream was launched On 10th
March , 1996 in Gujarat .
• In 1997,Amul Ice creams entered Mumbai
followed by chennai in 1998 and kolkata
and Delhi in 2002. Nationally it was rolled
out across the country in 1999.
OBJECTIVES OF ADVERTISING -

• In 1966, Amul designed a campaign as

series of hoardings with topical ads, relating
to day-to-day issues.
• In 2013, Amul tweeted a picture featuring
the Amul butter girl, implying that ‘freedom
of choice’ died in 2013, in opposition to the
Supreme Court of India overruling the
judgment of the Delhi High Court and
criminalising homosexuality again.
 OBJECTIVES -

Amul has an objective to supply goods with best of quality and purity at very
reasonable rates.
It helped to reduce malpractices carried out by merchants and milk traders.
Its White revolution made a huge contribution to the alleviation of poverty and
famine levels from levels that were dangerously low
National Objectives:
Amul has helped India to increase its production of milk by 40 million metric
tonnes and become the country with the most milk production all over the world
• To increase the foreign exchange of the country by exporting the milk products .
OBJECTIVES -

• Amul advertisement are fresh ,innovative

,clear and emotion based apt for the current
situation.
• To capture the large share of the market.
• To provide maximum customer satisfaction
and high returns to the farmers.
• To meet highest international standards of
quality.
• To expand production capacity.
ADVERTISING BUDGET

• The leading FMCG brand Amul does not

spend much on advertisements with only
1% of its total spending aimed at
marketing .Even the iconic butter girl
figure, which has become a household
name with its pun commentaries on
topical issues, costs 4-5% of the
company’s total ad spend.
• Their FMCG spend is not like other food
brands. It is less than one per cent of our
total spendings. In the last five years, it has
been 0.8%. The reason is, they do umbrella
branding. We do not have many genres and
we sell everything under Amul’s name.
Amul’s is a one-child theory. They spend
the least in nurturing of the brand,
• Compared with other leading brands
which spend nearly 8-15% on
endorsements, Amul’s strategy is to
keep the advertising spendings low.
“Other brands spend 8-15% on
advertisement… they don’t believe that
by spending more, you can build the
brand,
As a brand, Amul is not really up for a change in the
marketing strategy anytime soon. With the 'Utterly Butterly
Delicious' campaign (which has been around for over 52
years) standing the test of time, the company has found what
it’s MD mr. Sodhi calls - a winning formula - in terms of
brand marketing. He intends to stick with the same format
that has captured the consumer's imagination for this long.
"'Amul Doodh Peeta hai India' has completed 15 years,
whereas, 'Amul the Taste of India' has been in the market for
25 years. Once we create, we adhere to it.’said mr.sodhi in an
interview.
MESSAGE TO BE COMMUNICATED TO TARGET
MARKET

• Amul has a brand promise of providing

best quality food at reasonable price.
Apart from this,Amul has come with a
campaign which uses slogans like ‘Amul
doodh peeta hain India (Indiadrinks
Amul milk)’. Keeping this in mind,
Amul Pro can be termed as one of the
most natural extension of the company’s
positioning in terms of brand promise.
Communication to stay in touch: Amidst the COVID related
lockdown, Amul has been one of the more visible brands.
Amul rode on the popularity of the epic tele serials Ramayana
 and Mahabharat. They unleashed a campaign consisting of
ads under the ‘Amul Classics’ tag which were a series of old
advertisements. This was interspersed with the new ad-clips
and new products. This ensured that the audience across the
age spectrum was engaged. The older group connected with
the classic ads through sheer nostalgia and the younger lot
connected with the new slick ads.
MEDIA VEHICLES OF AMUL

HOARDING
NEWSPAPER
BROADCAST MEDIA
TELEVISION
SOCIAL MEDIA
MARKETING
SCHEDULING ADVERTISING OF AMUL

• Amul uses both continuous scheduling and fighting scheduling of advertising.

Continuous scheduling - Advertising is done steadily throughout the
period .
• For ex - The colourful ads, which play on English and Hindi words, have been
running for 52 years on billboards, newspapers and now most regularly on
social media, striking a chord with educated, mainly urban dwellers.
• Adverts for Amul dairy products often star the brand's mascot -- a blue-haired
girl in a polka dot dress
• Almost every topic is cheekily covered: from political controversies to
corruption scandals, sporting triumphs and failures, movie blockbusters and the
lives of celebrities. 
SCHEDULING ADVERTISING OF AMUL

• Fighting scheduling –
Advertising may done
heavily other month or
every two Weeks.