Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.
From Naxlite to wearingGandhi Cap!!!        Creating a free atmosphere that        fostered the development of the        ...
Amul Introduction                                     • Amul Butter topical is :longest• Amul is synonymous with          ...
Brand Name Communication• Acronym of Anand Milk Union Limited, AMUL is also derived from  the Sanskrit word "Amulya", Amul...
Amul‟s PhilosophyTo be simple, fresh andinnovative   Clean, emotion-based ads      No use of hi-tech special      effects ...
AIDA• Cognitive Stage-Attention: - Bold tongue-in-cheek topical made way directly into the   hearts of millions• Affective...
AIDA•   Desire: „Utterly Butterly Delicious!‟• Behavioral Stage-Action:     -The   Taste    of   India     caters   to   p...
Amul Magic Catchy LinesPure and Simple Everyday Fun“utterly butterly   delicious”
Message encoding• Verbal Encoding : The witty punch lines• Graphics Encoding: The Amul Moppet ( in sync with  verbal encod...
Semiotic Perspective                                Object                               (Brand)               Healthy and...
Amul Communication Channel           • Word of mouth ( by wittyPersonal     punch lines used in the Ads             referr...
Amul Manthan Ad Song• http://www.youtube.com/watch?v=onhgE0  -z1qM&feature=related
STP• Segment• Health and quality conscious people• Target Group• Lower, middle and upper class people• Positioning• Taste ...
Market Segment    Amul Butter is available in segments like:•   Kirana Store•   Modern Format store•   Amul Parlours•   Ho...
How Amul make it happens!!!Low price cost strategy : targetcosting, value engineering , wellintegrated development    Time...
SWOT              • 1. Creative advertising with Amul Baby print ads              • 2. High brand presence and visibility ...
SWOT              • 1. Smaller packages for instant consumption              • 2.No frills packaging for rural customers a...
Amul imc ppt
Amul imc ppt
Amul imc ppt
Amul imc ppt
Nächste SlideShare
Wird geladen in …5
×

Amul imc ppt

IMC communication model used by AMUL

  • Als Erste(r) kommentieren

Amul imc ppt

  1. 1. From Naxlite to wearingGandhi Cap!!! Creating a free atmosphere that fostered the development of the ads; going against the trend but2012 portraying the day- to – day life of Indians AMUL- THE TASTE OF INDIA1976 IMC Assignment of communication model---- Nilormi Das(A006)1966
  2. 2. Amul Introduction • Amul Butter topical is :longest• Amul is synonymous with running advertisement Butter in India campaign in the world• Six decades of presence • Gujarat Cooperative Milk (since 1950s) Marketing Federation Ltd. (GCMMF), is Indias• Utterly Butterly Delicious taste largest food product marketing of Amul Butter reached across organisation with annual Indian household turnover (2011-12) US$ 2.5 billion
  3. 3. Brand Name Communication• Acronym of Anand Milk Union Limited, AMUL is also derived from the Sanskrit word "Amulya", Amul means invaluable• In 1966, Amul hired Sylvester daCunha, to design a new ad campaign for Amul Butter• daCunha designed an ad campaign as series of hoardings with topical ads, relating to day-to-day issues
  4. 4. Amul‟s PhilosophyTo be simple, fresh andinnovative Clean, emotion-based ads No use of hi-tech special effects Aiming at maintaining the perfect balance between the traditional and the modern
  5. 5. AIDA• Cognitive Stage-Attention: - Bold tongue-in-cheek topical made way directly into the hearts of millions• Affective Stage: A girl who would worm her way into a housewifes heart-Interest: Amul began playing the role of a social observer India looked forward to Amuls evocative humour
  6. 6. AIDA• Desire: „Utterly Butterly Delicious!‟• Behavioral Stage-Action: -The Taste of India caters to people belonging to all walks of life & across cultures -The low cost but assurance of good quality created repeated purchase -To reach out to every Indian household, conveying the message that at any point, any time you can possess Amul Butter
  7. 7. Amul Magic Catchy LinesPure and Simple Everyday Fun“utterly butterly delicious”
  8. 8. Message encoding• Verbal Encoding : The witty punch lines• Graphics Encoding: The Amul Moppet ( in sync with verbal encoding)
  9. 9. Semiotic Perspective Object (Brand) Healthy and tasty food Sign/SymbolInterpretant affordable to(Intended every IndianMeaning)
  10. 10. Amul Communication Channel • Word of mouth ( by wittyPersonal punch lines used in the Ads referring contemporaryChannels issues) • Social Media Non- • BillboardsPersonal • Print mediaChannels • Occasional broadcast media
  11. 11. Amul Manthan Ad Song• http://www.youtube.com/watch?v=onhgE0 -z1qM&feature=related
  12. 12. STP• Segment• Health and quality conscious people• Target Group• Lower, middle and upper class people• Positioning• Taste of India Tasty Butter for people of all age groups
  13. 13. Market Segment Amul Butter is available in segments like:• Kirana Store• Modern Format store• Amul Parlours• Hotel & Restaurant segment• Railway and Flight Kitchen etc
  14. 14. How Amul make it happens!!!Low price cost strategy : targetcosting, value engineering , wellintegrated development Time to market: modular design approaches, continuous surveillance of customer needs, integrated design automation tool Umbrella brand, State of Art design and analysis tools, open culture to ideas, third party service providers
  15. 15. SWOT • 1. Creative advertising with Amul Baby print ads • 2. High brand presence and visibility • 3.Availability of Amul butter is good with large distribution network through retails, kirana stores, local distributors etc. Strength • 4.Excellent product quality and trusted name • 5. Affordable price and variable packaging • 1. Some people don‟t prefer butter form cow‟s milk and prefer local homemade butterWeaknesses • 2. Competitors
  16. 16. SWOT • 1. Smaller packages for instant consumption • 2.No frills packaging for rural customers at lower costOpportunities • 3. Tie-ups with corporate, hotels, resort chains etc • 1. Local butter manufacturers • 2.Low Fat Low cholesterol butters like Nutralite • 3. Reduction in consumption by health conscious Threats people

    Als Erste(r) kommentieren

    Loggen Sie sich ein, um Kommentare anzuzeigen.

  • meenakshi2509

    May. 25, 2013
  • sooryag

    Jul. 9, 2014
  • kuldeepgupta35175633

    Sep. 13, 2014
  • sharmabhishek31

    Feb. 1, 2015
  • RonakSavla1

    Jan. 19, 2016
  • Sagar444Deep

    Feb. 6, 2016
  • 1661994

    Jul. 19, 2016
  • rajeshbm28

    Jan. 7, 2017
  • souravkumar84

    Jan. 16, 2017
  • NowshinJoya

    Aug. 10, 2018
  • PratikShirsath6

    May. 11, 2020
  • KunalMeghani

    Jul. 19, 2020
  • ArpitaSen31

    Sep. 14, 2020

IMC communication model used by AMUL

Aufrufe

Aufrufe insgesamt

7.504

Auf Slideshare

0

Aus Einbettungen

0

Anzahl der Einbettungen

5

Befehle

Downloads

0

Geteilt

0

Kommentare

0

Likes

13

×