GOALYMPICS: THE AMUL CASE, amul india marketing strategy

1. GOALYMPICS: THE
AMUL CASE
By:
Anchal Bhatia (32)
Tanvi Thareja (37)
Daphne Joan Pierce (41)
Swati Kansal (53)

2. BACKGROUND

3. MARKETING MIX
 Marketing mix is a combination of four elements
used to satisfy the needs of an organization target
market and at the same time achieve its marketing
objective.
1. Product
2. Pricing structure
3. Distribution system
4. Promotional activities

4. IMPORTANCE OF MARKETING MIX
 Marketing mix serves as the link between the
business firm and its customers.
 Marketing mix gives consideration to the various
elements of marketing system.

5. PRICE: Amul Pricing Strategies
 At the time Amul was formed, consumers had
limited purchasing power, and thus Amul adopted a
low-cost price strategy to make its products
affordable and attractive to consumers.
 Despite competition in the high value dairy product
segments from firms such as Hindustan Lever,
Nestle and Britannia, it ensures that the product mix
and the sequence in which Amul introduces its
products is consistent with the core philosophy of
providing butter at a basic, affordable price to appeal
the common masses.

6. PROMOTION
 It is a process of communication involving
information, persuasion, and influence.
 It includes personal or impersonal communication.
 Its purpose is to inform, persuade and influence the
prospective customers.

7. PROMOTION MIX
 It is used to refer to the communication of different
kinds of promotional tools used by a firm to
advertise and sell its products
 The main promotional tools which make up
promotion-mix are
 Personal selling
 Advertising
 Public relations
 Direct mail and tele-marketing
 Sales promotion

8. PROMOTION: Initial Promotional Strategy
at Amul
 The butter, which had been launched in 1945, had a
staid, boring image, primarily because the earlier
advertising agency which was in charge of the
account preferred to stick to routine, corporate ads.
 They didn‟t help in creating a brand image of AMUL
butter which was their then motive.

10.  However, in 1966, Sylvester daCunha took over the
Amul account.
 The Amul moppet, the little girl who created a home
in the hearts and minds of millions and millions of
Indians.
 From the political scene, to entertainment, from
local news to international, from sports to stars, she
has a line for everything.
 Often she is said to be playing the role of a “social
observer with evocative humor”.

12. MARKETING STRATEGIES
4 MAIN STRATEGIES
 First is quality
 Second, value for money
 Third, availability
 Fourth, service

13. LEVERAGING COMPANY IMAGE
THROUGH SPONSORSHIP
 Sponsorship provides a great means of broadening
competitive edge by improving the company's image,
prestige and credibility through supporting events
attractive to target markets.
 It can help pave the way before a company starts
selling in a new territory .
 Besides enhancing visibility and image, other things
such as differentiating the company from
competitors, helping to develop closer and better
relationships with customers, both existing and
potential ones, showcasing services and products is
also a benefit.

14.  Beneficial for companies that take part in or are
planning for international trade, because sponsorship
transcends cultural and language barriers.
 Events allow business owners or executives to relate
directly with their customers.
 In comparison, MR methods are usually costly and
may not focus on the right kind of people and usually
do not allow prospective customers the opportunity to
try out products.
 Heightened visibility due to positive publicity through
the media is another reason corporate sponsorship of
events - especially those that attract large numbers of
people like popular sports events - can be the most
effective marketing tool.

15. AMUL ENGAGES THE
YOUTH
WITH LONDON 2012
THE CASE

16.  Amul, Asia‟s largest milk brand has recently been
seen sponsoring various International sports events.
 Amul has its continuing focus on the youth segment.
 GCMMF signed a memorandum of understanding
with IOA to sponsor the Indian contingent and thus
Amul became its official sponsor.
 Amul wants to strengthen the Olympic movement in
India and thus launched a series of advertisements to
promote this .

17.  There had been campaigns for cheese, butter, ghee,
milk, and paneer.
 Other than this a special packaging was introduced
for the same.
 Mr. Sodhi, their MD, explained the reason behind
this as that milk is nature‟s original energy drink.
 It plays a very significant role in building the
physical as well as mental strength of the players.
 Sodhi also says it will make them enjoy a hale and
hearty life and strive towards reaching their
endeavours.

20.  Sodhi also says it will make them enjoy a hale and
hearty life and strive towards reaching their
endeavours.
 Amul decided onto for sponsorship during Olympics
because Olympics games are today regarded as the
world‟s foremost sports competition wherein around
200 and more countries participate.
 Also the government now focuses on Olympic players
in India by providing them proper training and
development as well as recognition.

21. REASONS
Q1. AMUL CHOSE TO ASSOCIATE WITH
GLOBAL SPORTING EVENTS

22.  Amul has chosen to associate with international sports
events to help the players and also help itself as a
brand.
 It will allow it to push its multiple products that have
been positioned for the purpose of building stamina
and strength and also enable it to encourage aspirants
to go out and deliver their best performance at the
various events.
 This will improve awareness and possibly, even sales of
products.
 It is a good and positive way to connect to the youth.

23.  Such associations will help the brand as India is a
young nation with over 60 per cent of the population
being below the age of 35 years and sports is a high
interest area for them.
 It is a good fit- Amul‟s dairy products stand for high
energy and complete nourishment and the sports
events stand for values like strength, determination,
vigor and winning which every person aspires to, and
wishes to imbibe and practice in his daily life.
 Also this is a great platform for Amul Milk to assert
the positioning of „World‟s original energy drink‟.

24. DOES IT INCLUDE ANY OF THE
FIVE PRIMARY TOOLS OF THE
MARKETING COMMUNICATION
MIX?
Q2. VARIOUS WAYS IN WHICH AMUL
HIGHLIGHTED ITS SPONSORSHIP OF THE
INDIAN CONTINGENT

25.  In order to popularize product within the country
and internationally, it promoted association by:
1) Launching advertising campaign for butter, cheese,
paneer and ghee to promote association.
2) Special product packaging.
3) Integrating sports with milk and milk products
which is considered as „the world‟s original
energizer‟.

26. 4) Executed the „energise the Olympians‟ Facebook
application to encourage brand interactivity on
social media.
5) Premiered the Amul milk Olympics commercial on
Facebook.
6) Integrating sports with milk and milk products
which is considered as „The World‟s Original
Energizer‟.

27.  Yes it is linked with product promotion of marketing
communication mix as it used investment in London
Olympics as a promotional tool to increase goodwill.
 Promotion is communication from sellers to buyers
in the market as it tries to instil into consumer‟s
minds, images (through advertising, personal selling,
sales promotion and publicity) that make them buy
the product. Amul uses the investment promotion
policy i.e. investing in London Olympics 2012 in
order to make image of its products in the mind of a
consumer.

28. HOW?
Q3. AMUL FOLLOWED UP ON INDIA‟S
PERFORMANCE AT THE LONDON
OLYMPICS AND USED THIS FOR FURTHER
PROMOTIONS.

29.  Participation in Olympics is the aspiration of every
athlete and with the kind of investments made by the
country in the arena to select, nurture and train the
best athletes and the sponsorship from Amul
enhanced the Indian contingent‟s performance in the
London Olympics.
 Milk is nature‟s original energy drink and plays a
pivotal role in building the physical and mental
strength of athletes.

30.  Amul executed the 'Energise the Olympians'
Facebook application to encourage brand
interactivity on social media and in the process also
boost the Indian spirit and support for the Indian
athletes in London.
 Energise the Olympians strengthens Amul's
commitment and association with the Olympics,
encouraging youngsters to support their favourite
athlete. An innovative way to strengthen the energy
platform owned by the brand by bringing in various
athletes representing various sports.

31.  Amul showcased its product as necessary for the
health of an individual which is helpful in brand
building.
 It used advertising and packaging promotional tools
in order to make public aware of its investment in
London Olympics .
 This provided a positive impact on its image.