ADVERTISING STRATEGYChapter 1 1.1 IntroductionMarketing The term marketing has evolved over time, today marketing is based around providing continual benefits to the customer following a transactional exchange .We know that the businessman produces goods and services for our use. These are not necessarily produced at the places where they are consumed or used. Even in villages, now-a-days you find the products manufactured all over India and in other countries. This implies that the manufacturers must be making efforts to ensure that their products are in demand and reach the ultimate consumers all over the globe. So, when you go to the market to buy a readymade shirt you find that there are several options available to you in terms of quality of cloth used, design, colour, price etc. and you can buy what suits you most. This also implies that the manufactures assess the needs of the consumers, their tastes and preferences and plan the products accordingly. Not only that, they also ensure that people are aware about the product and its features. All these activities are said to be part of marketing function of any organisation. Thus, marketing refers to the process of ascertaining consumers needs and supplying various goods and services to the final consumers or users to satisfy those needs. Basically, marketing is the performance of business activities that direct the flow of goods and services from producers to consumers or users. The American Marketing Association defines marketing as an organisationa l function and set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organisation and its stakeholders.TRADITIONAL CONCEPT OF MARKETING According to the traditional concept, marketing means selling goods and services that have been produced. Thus, all those activities which are concerned with persuasion and sale of goods and services, are called marketing. This concept of marketing emphasises on promotion and sale of goods and services and little attention is paid to consumer satisfaction. MODERN CONCEPT OF MARKETINGThe modern concept of marketing considers the consumers wants and needs as the guiding spirit and focuses on the delivery of such goods and services that can satisfy those needs most effectively. Thus, marketing starts with identifying consumer needs, then plan the production of goods and services accordingly to provide him the maximum satisfaction. In other words, the products and services are planned according to the needs of the customers rather than according to the availability of materials and machinery. Not only that, all activities (manufacturing, research and development, quality control, distribution, selling etc.) are directed to satisfy the consumers.

1.2 Objective of the study1 To study in brief of Advertising 2 To study on Advertising Strategy of Amul1.3 Significance of the studyAdvertising helps in spreading information about the advertising firm, its product, qualities and place of availability of its products, and so on. It helps to create a non-personal link between the advertiser and receiver of the message. The significance of advertising has increased in the modern era of large scale production and tough competition in the market. Advertising is needed not only by manufacturers and traders but also for the customer and the society.1.4 Research methodologySource of data collection: To undertake the research for the current study secondary information was collected from reference book, journal, published and unpublished , financial statement and report of Amul company newspaper, article and websites.

1.5 Review of literaturePete Barry [footnoteRef:2] covers every aspect of the business, from how to write copy and choose a typeface to how agencies work, to the different strategies used for print, TV, film, and other types of media, including interactive. In a unique feature, Barry provides his own concept drawings of nearly 400 of the greatest ads of all time. [2: Pete Barry (The Advertising Concept Book, July 21st 2008 )]

Nancy Vonk and Janet Kestin[footnoteRef:3] are seasoned creative directors and longtime creative partners. In Pick Me, these industry leaders answer your toughest ad career questions, like: Is advertising right for me?How do I build a killer portfolio?How do I get an interview with the elusive creative director?Should I accept an unpaid internship?How do I find the right partner?How do I beat creative block?How do I avoid burnout? [3: Nancy Vonk and Janet Kestin (Pick Me: Breaking Into Advertising and Staying There all time., July 1st 2005 , John Wiley & Sons)]

Ogilvy[footnoteRef:4] from his book leads to the concepts, tactics, and techniques that made this international best-seller a blueprint for sound business practice. Regarded as the father of modern advertising, Ogilvy was responsible for some of the most memorable advertising campaigns ever created. [4: David Ogilvy,Alan Parker (Confessions of an Advertising Man, August 1st 2004 by Southbank Publishing)]

Chapter 2Conceptual framework2.1 DefinitionAdvertisements are messages paid for by those who send them and are intended to inform or influence people who receive them.Advertising is a means of communication with the users of a product or service. Advertisements are messages paid for by those who send them and are intended to inform or influence people who receive them, as defined by the Advertising Association of the UK.Advertising is the dissemination of information concerning an idea, product. or service to induce actionin accordance with the intent of the advertiser. According to William J. Stanton, "Advertising consists ofall the activities involved in presenting to an audience a non-personal, sponsor-identified, paid-formessage about a product or organization.Advertising isany paidform ofnon-persona: presentation andpromotion ofideas, goodsor services ofan identified spocsor. The message which is presented or disseminated is known as advertisementDescription:Advertising is always present, though people may not be aware of it. In today's world, advertising uses every possible media to get its message through. It does this via television, print (newspapers, magazines, journals etc), radio, press, internet, direct selling, hoardings, mailers, contests, sponsorships, posters, clothes, events, colours, sounds, visuals and even people (endorsements).The advertising industry is made of companies that advertise, agencies that create the advertisements, media that carries the ads, and a host of people like copy editors, visualizers, brand managers, researchers, creative heads and designers who take it the last mile to the customer or receiver. A company that needs to advertise itself and/or its products hires an advertising agency. The company briefs the agency on the brand, its imagery, the ideals and values behind it, the target segments and so on. The agencies convert the ideas and concepts to create the visuals, text, layouts and themes to communicate with the user. After approval from the client, the ads go on air, as per the bookings done by the agency's media buying unit.2.2 Features ofAdvertisingAmerican Marketing Association has defined advertising as "any paid form of non-personal presentation and promotion of ideas goods and services of an identified sponsor". This definition reveals the following features of advertising:1. It is a paid foam ofcommunication. Advertisements appear in newspapers,magazines, televisionor cinema screens because the advertiser has purchased some space or time to communicate informationto the prospective customers.2. It is non-personal presentation of message. There is no face-to-face direct contact with thecustomers. That is why, it is described as non-personal salesmanship. It; is a non-personal form ofpresenting products and promoting ideas and is complementary to personal selling. It simplifies the taskof sales-force by creating awareness in the minds of potential customers.

3. The purpose of advertising is to promoteideaabout the products and service, of a business. Itis directed towards increasing the sale of the products and services of a business unit.4. Advertisement a issued by an identified sponsorNon disclosure of the name of the sponsor inpropaganda maylead todistortion, deception andmanipulation. Advertisement shoulddisclose oridentify the sources of opinions and ideas it presents.Publicity and Public RelationsPublicity is a part of marketing and customer relations.. Publicity comes from news reporters, columnistsand journalists. It comes to the receiver as the truth rather than as a commercial. Public relations andpublicity taken together are one of the four major ingredients of promotion-mix. These activities are,however, not controllable by the firm. Every from tries to create a good public relations so as to get goodpublicity through press and electronic media. Publicity has a peculiar feature that it is not a paid form ofcommunication. Publicity refers to the mention of company/product in any published or non-published media

Chapter 33.1 Introduction to AdvertisingThe word advertising comes from the latin word "advertere meaning to turn the minds of towards". Some of the definitions given by various authors are: According to William J. Stanton, "Advertising consists of all the activities involved in presenting to an audience a non-personal, 2 sponsor-identified, paid-for message about a product or organization." According to American Marketing Association "advertising is any paid form of non-personal presentation and promotion of ideas, goods and services by an identified sponsor". Advertising is used for communicating business information to the present and prospective customers. It usually provides information about the advertising firm, its product qualities, place of availability of its products, etc. Advertisement is indispensable for both the sellers and the buyers. However, it is more important for the sellers. In the modern age of large scale production, producers cannot think of pushing sale of their products without advertising them. Advertisement supplements personal selling to a great extent. Advertising has acquired great importance in the modern world where tough competition in the market and fast changes in technology, we find fashion and taste in the customers.An advertising strategy is a plan to reach and persuade a customer to buy a product or a service .The basic elements of the plan are

1)The product itself and its advantages,2) The customer and his or her characteristics, 3)The relative advantages of alternative routes whereby the customer can be informed of the product, and 4) The optimization of resulting choices given budgetary constraints

The effect this means that aims must be clear, the environment must be understood, the means must be ranked, and choices must be made based on available resources. Effective product assessment, market definition, media analysis, and budgetary choices result in an optimum plannever the perfect plan because resources are always advertise.

2.2Elements of advertising strategyAn advertising plan and an advertising strategy provide the framework for small businesses and their advertising agencies to develop, review and measure the effectiveness of advertising campaigns in line with advertising and marketing objectives. An advertising strategy sets out the method by which advertising meets the advertising objectives. The advertising plan describes the creative and media tactics, budget, schedule and other elements of the strategy.

StrategyAn advertising strategy provides an overview and broad direction for the advertising campaign. If the advertising objective is to increase New York consumers' awareness of a local food brand by 25 percent, for example, the strategy will describe how advertising can meet that objective. The strategy recommendation might be to build brand awareness through high levels of exposure, position the brand as a high-quality product and encourage retailers to stock the product.PlanThe advertising plan describes how to put that strategy into practice. To build brand awareness, for example, the plan might include a recommendation for a series of advertisements in city newspapers, on local radio stations and on poster sites. To position the brand, the plan might call for a creative approach that suggests high quality and an association with the New York lifestyle. The plan would also include recommendations for building distribution through advertising to retailers and a sales promotion campaign to encourage consumers to sample the products.MediaThe advertising plan sets out the media for the campaign, with details of the target audience, the number of advertisements and their cost. It describes the size of press advertisements and the running time for radio commercials. This part of the plan also indicates how frequently advertisements will appear and the time span for the complete campaign.

CreativeThe creative proposals in the advertising plan describe the important messages that each advertisement will convey and the techniques used to attract attention and communicate the messages clearly. The plan will describe any response mechanism, such as a reply coupon or website address, so that the advertiser can make arrangements to handle the response.BudgetThe plan should include a detailed budget, setting out all the costs for the campaign and indicating when the costs will fall. The campaign is designed to meet measurable objectives, so the plan should indicate how the agency will measure the campaign.2.3 Different types of advertisingAdvertising has evolved into a vastly complex form of communication, with literally thousands of different ways for a business to get a message to the consumer. It could be said that cave paintings in some way represented the first forms of advertising, although the earliest recognized version of what we know as advertising was done on papyrus by the Egyptians. And in Pompeii, the ruins suggest that advertising was commonplace.However, today the advertiser has a vast array of choices. The Internet alone provides many of these, with the advent of branded viral videos, banners, advertorials, sponsored websites,branded chat roomsand so much more.Fortunately, every single tactic available to the advertiser falls into one of the following buckets. Although a few of these are relatively new to the field, most go way back to the very beginnings of modern advertising.Print AdvertisingIf an advertisement is printed on paper, be it newspapers, magazines, newsletters, booklets, flyers, direct mail, or anything else that would be considered a portable printed medium, then it comes under the banner of print advertising.Guerrilla AdvertisingAlso known as ambient media, guerrilla advertising (or marketing) has become prominent over the last 20 years. It is a broadly used term for anything unconventional, and usually invites the consumer to participate or interact with the piece in some way. Location is important, as is timing. The driving forces behind guerrilla advertising or marketing are creative ideas and innovation, not a large budget. Quite often, you will ask for forgiveness rather than permission with these campaigns, and they will spreadvia word of mouth and social media

Broadcast AdvertisingA mass-market form of communication including television and radio, broadcast advertising has, until recently, been the most dominant way to reach a large number of consumers.

Outdoor Advertising Also known as out-of-home (OOH) advertising, this is a broad term that describes any type of advertising that reaches the consumer when he or she is outside of the home.Public Service AdvertisingUnlike traditional commercials, Public Service Advertisements (PSA) are primarily designed to inform and educate rather than sell a product or service.Product Placement AdvertisingIn a nutshell,product placementis thepromotion of branded goodsand services within the context of a show or movie, rather than as an explicit advertisement.

Cell Phone & Mobile AdvertisingA relatively new form of advertising, but one that's spreading rapidly, usescell phones, iPads, Kindles, Nooks, and other portable electronic devices with Internet connectivity. Current trends in mobile advertising involvemajor use of social mediasuch as Twitter and Facebook.

Online Advertising (aka Digital)If you see an advertisement via the Internet (World Wide Web), then it is classifiedas online advertising. In fact, there are ads on this very page, and most other websites you visit, as they are the primary revenue driver for the Internet. Learn more about this vital part of the Internet.

Chapter 4AMUL3.1 IntroductionTHE TASTE OF INDIA, AMUL Comes from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand and it was chosen because it was a perfect acronym for Anand Milk Union Limited.. AMUL was formed under the dairy cooperative movement in India in 1946.Amul is the largest food brand in India and worlds Largest Pouched Milk Brand with an annual turnover of US $1050 million (2006-07). Currently Unions making up GCMMF have 2.8 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 did not succeed, but now it has fresh plans entering the Japanese markets. Other potential markets being considered include Sri Lanka. Dr Verghese Kurien, former chairman of the GCMMF, is recognised as a key person behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF. The Taste of India, a brand so distinctively Indian has been a part of our lives for nearly five decades now and still is able to touch a chord in our hearts. As a brand AMUL has grown from being merely a differentiating factor to protect the interests of producers and consumers. AMUL inspired 'Operation Flood' and heralded the 'White Revolution' in India. It began with two village cooperatives and 250 liters of milk per day, nothingbut ooze compared to the flood it has become today. AMUL distributes over a million liters of milk per day, it also collects and processes various milk products, during the peak, on behalf of more than a thousand village individually owned by half a million farmer members. AMUL too has become a symbol of the aspirations of millions of farmers.AMUL sprung from the seeds sown in the black soil of CHAROTAR, an area in the KAIRA district of Gujarat, as a cooperative movement to empower the milk producers. At that time POLSON Dairy was the biggest buyer of the milk being produced in KAIRA. Polson was built on the basis of providing superior quality products to up-market consumers. However Polsons products were not the reason that led to the rise of AMUL, it was its exploitative practices that started the cooperative revolution. For several years the KAIRA cooperative supplied milk and allied products without a formal distribution network leave alone a brand name. The name Amul was most probably suggested by a quality control expert in Anand. It was derived from Amulya, which in Sanskrit, Gujarati and many other Indian languages, means priceless, and implies matchless excellence. The name was short, memorable and easily pronounced. It could also serve as an acronym for the organization the unusable KDCMPUL (Kaira District Cooperative Milk Producers Union Limited) taken from Kaira Cooperatives full name, could be substituted by AMUL, standing for Anand Milk Union Limited. Even though AMUL products have been in use in millions of homes since 1946, the brand AMUL was registered only in 1957.

3.2 History of AMULGujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money Amul (Anand Milk-producers Union Limited), formed in 1946, is a dairy cooperative movement in India. The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless. It was suggested by a quality control expert in Anand. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.41 million milk producers in Gujarat, India[1]. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand [2] . Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand and others. Situation of farmersOver five decades ago, the life of an average farmer in Kheda District was very much like that of his/her counterpart anywhere else in India. His/her income was derived almost entirely from seasonal crops. The income from milk buffaloes was undependable. Milk producers had to travel long distances to deliver milk to the only dairy, the Polson Dairy in Anand often milk went sour, especially in the summer season, as producers had to physically carry milk in individual containers. Private traders and middlemen controlled the marketing and distribution system for the milk. These middlemen decided the prices and the off-take from the farmers by the season. As milk is perishable, farmers were compelled to sell it for whatever they were offered. Often, they had to sell cream and ghee at throw-away prices. In this situation, the private trader made a killing. Moreover, the government at that time had given monopoly rights to Polson Dairy (around that time Polson was the most well known butter brand in the country) to collect milk from Anand and supply to Bombay city in turn (about 400 kilometers away). India ranked nowhere amongst milk producing countries in the world in 1946. Gradually, the realization dawned on the farmers with inspiration from then nationalist leaders Sardar Vallabhbhai Patel (who later became the first Home Minister of free India) and Morarji Desai (who later become the Prime Minister of India) and local farmer, freedom fighter and social worker Tribhovandas Patel, that the exploitation by the trader could be checked only if they marketed their milk themselves. Amul was the result of the realization that they could pool up their milk and work as a cooperative.3.3 INDIAN DAIRY INDUSTRY: Today, India is 'The Oyster' of the global dairy industry. It offers opportunities galore to entrepreneurs worldwide, who wish to capitalize on one of the world's largest and fastest growing markets for milk and milk products. A bagful of 'pearls' awaits the international dairy processor in India. The Indian dairy industry is rapidly growing, trying to keep pace with the galloping progress around the world. As he expands his overseas operations to India many profitable options await him. He may transfer technology, sign joint ventures or use India as a sourcing center for regional exports. The liberalization of the Indian economy beckons to MNC's and foreign investors alike.Indias dairy sector is expected to triple its production in the next 10 years in view of expanding potential for export to Europe and the West. Moreover with WTO regulations expected to come into force in coming years all the developed countries which are among big exporters today would have to withdraw the support and subsidy to their domestic milk products sector. Also India today is the lowest cost producer of per litre of milk in the world, at 27 cents, compared with the U.S' 63 cents, and Japans $2.8 dollars. Also to take advantage of this lowest cost of milk production and increasing production in the country multinational companies are planning to expand their activities here. Some of these milk producers have already obtained quality standard certificates from the authorities. This will help them in marketing their products in foreign countries in processed form. The urban market for milk products is expected to grow at an accelerated pace of around 33% per annum to around Rs.43,500 crores by year 2005. This growth is going to come from the greater emphasis on the processed foods sector and also by increase in the conversion of milk into milk products. By 2005, the value of Indian dairy produce is expected to be Rs 10,00,000 million. Presently the market is valued at around Rs7,00,000mn India with 134mn cows and 125mn buffaloes, has the largest population of cattle in the world. Total cattle population in the country as on October'00 stood at 313mn. More than fifty percent of the buffaloes and twenty percent of the cattle in the world are found in India and most of these are milch cows and milch buffaloes. Indian dairy sector contributes the large share in agricultural gross domestic products. Presently there are around 70,000 village dairy cooperatives across the country. The cooperative societies are federated into 170 district milk producers unions, which is turn has 22-state cooperative dairy federation. Milk production gives employment to more than 72mn dairy farmers. In terms of total production, India is the leading producer of milk in the world followed by USA. The milk production in 1999-00 is estimated at 78mn MT as compared to 74.5mn MT in the previous year. This production is expected to increase to81mn MT by 2000-01. Of this total produce of 78mn cows' milk constitute 36mn MT while rest is from other cattle. While world milk production declined by 2 per cent in the last three years, according to FAO estimates, Indian production has increased by 4 per cent. The milk production in India accounts for more than 13% of the total world output and 57% of total Asia's production. The top five milk producing nations in the world are India , USA, Russia, Germany and France.3.4 THREE-TIER AMUL MODEL: The Amul Model is a three-tier cooperative structure. This structure consists of a Dairy Cooperative Society at the village level affiliated to a Milk Union at the District level which in turn is further federated into a Milk Federation at the State level. The above three-tier structure was set-up in order to delegate the various functions, milk collection is done at the Village Dairy Society, Milk Procurement & Processing at the District Milk Union and Milk & Milk Products Marketing at the State Milk Federation. This helps in eliminating not only internal competition but also ensuring that economies of scale is achieved. As the above structure was first evolved at Amul in Gujarat and thereafter replicated all over the country under the Operation Flood Programme, it is known as the Amul Model or Anand Pattern of Dairy Cooperatives. Responsible for Marketing of Milk & Milk Products Responsible for Procurement & Processing of Milk Responsible for Collection of Milk Responsible for Milk Production 1 Village Dairy Cooperative Society (VDCS): The milk producers of a village, having surplus milk after own consumption, come together and form a Village Dairy Cooperative Society (VDCS). The Village Dairy Cooperative is the primary society under the three-tier structure. It has membership of milk producers of the village and is governed by an elected Management Committee consisting of 9 to 12 elected representatives of the milk producers based on the principleof one member, one vote. The village society further appoints a Secretary (a paid employee and member secretary of the Management Committee) for management of the day-to-day functions. It also employs various people for assisting the Secretary in accomplishing his / her daily duties. The main functions of the VDCS are as follows: Collection of surplus milk from the milk producers of the village & payment based on quality & quantity Providing support services to the members like Veterinary First Aid, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed sales, conducting training on Animal Husbandry & Dairying, etc. Selling liquid milk for local consumers of the village Supplying milk to the District Milk Union. Thus, the VDCS in an independent entity managed locally by the milk producers and assisted by the District Milk Union.

2 District Cooperative Milk Producers Union (Milk Union) The Village Societies of a District (ranging from 75 to 1653 per Milk Union in Gujarat) having surplus milk after local sales come together and form a District Milk Union. The Milk Union is the second tier under the three-tier structure. It has membership of Village Dairy Societies of the District and is governed by a Board of Directors consisting of 9 to 18 elected representatives of the Village Societies. The Milk Union further appoints a professional Managing Director (paid employee and member secretary of the Board) for management of the day-to-day functions. It also employs various people for assisting the Managing Director in accomplishing his / her daily duties. The main functions of the Milk Union are as follows: Procurement of milk from the Village Dairy Societies of the District Arranging transportation of raw milk from the VDCS to the Milk Union. Providing input services to the producers like Veterinary Care, Artificial Insemination services, cattle-feed sales, mineral mixture sales, fodder & fodder seed Conducting training on Cooperative Development, Animal Husbandry sales, etc. & Dairying for milk producers and conducting specialised skill development & Leadership Development training for VDCS staff & Management Committee members. Providing management support to the VDCS along with regular supervision of its activities. 3 State Cooperative Milk Federation (Federation): The Milk Unions of a State are federated into a State Cooperative Milk Federation. The Federation is the apex tier under the three-tier structure. It has membership of all the cooperative Milk Unions of the State and is governed by a Board of Directors consisting of one elected representative of each Milk Union. The State Federation further appoints a Managing Director (paid employee and member secretary of the Board) for management of the day-to-day functions. It also employs various people for assisting the Managing Director in accomplishing his daily duties. The main functions of the Federation are as follows: 1.Marketing of milk & milk products processed / manufactured by Milk Unions. Establish distribution network for marketing of milk & milk products. 2. Arranging transportation of milk & milk products from the Milk Unions to the market. 3.Creating & maintaining a brand for marketing of milk & milk products (brand building). 4.Providing support services to the Milk Unions & members like Technical Inputs, management support & advisory services. Pooling surplus milk from the Milk Unions and supplying it to deficit Milk Unions.

Chapter 54.1 PRODUCT AMUL BUTTER : UTTERLY BUTTERLY DELICIOUS AMUL BUTTER was the first product which was officially launched by AMUL in 1945. It has been a market leader during the last 4 decades. AMUL BUTTER is made from Butter, Common Salt, permitted natural colour- AnnattoComposition: Milk Fat 80% Moisture 16% Salt 2.5% Curd 0.8% Calorific Value: 720 kcal/100g Special Features: Made from fresh cream by modern continuous butter making machines. Marketed in India since 4 decades. Product Specification: Meets AGMARK standard and BIS specifications No.IS:13690:19924.2 Different types of Strategy1 PRICE: Amul Pricing Strategies At the time Amul was formed, consumers had limited purchasing power, and modest consumption levels of milk and other dairy products. Thus Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money. Despite competition in the high value dairy product segments from firms such as Hindustan Lever, Nestle and Britannia, GCMMF 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. This helped AMUL BUTTER to create its brand image in the household sector of the society.2 PLACE: A Global Distributor GCMMF is India's largest exporter of Dairy Products. It has been accorded a "Trading House" status. GCMMF has received the APEDA Award from Government of India for Excellence in Dairy Product Exports for the last 9 years. Currently Amul has 2.41 million producer members with milk collection average of 5.08 million litres/day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets. Other potential markets being considered include Sri Lanka.3 PROMOTION: Initial Promotional StrategyThe 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 didnt help in creating a brand image of AMUL butter which was their then motive. The image they presented was, well, boring.A brand - Amul A Taste of India However, in 1966, a man named Sylvester daCunha, from the ad agency of ASP, took over the Amul account. And in 1967 it began, innocently enough. In India, food was something one couldn't afford to fool around with. It had been taken too seriously, for too long. Sylvester daCunha decided it was time for a change of image. Scott Bradbury, the marketing genius behind Nike and Starbucks, once said A great brand is a story that is never completely told. A brand is a metaphorical story thatsevolving all the time. Stories create the emotional context people need to locate themselves in the larger experience He could easily have been talking about the Amul moppet.The moppet who put Amul on India's breakfast tableThe year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else. The Amul moppet, the little girl who created a home in the hearts and minds of millions and millions of Indians. No easy task. And to be there for almost 34 years! Call her the Friday to Friday star because Every Friday, since 1967, this little girl appears at billboards, strategically placed all over India, focusing on the item of the week tongue in cheek, of course. Round eyed, chubby cheeked, winking at you, from strategically placed hoardings at many traffic lights. She is the Amul moppet everyone loves to love (including prickly votaries of the Shiv Sena and BJP). How often have we stopped, looked, chuckled at the Amul hoarding and product wrappers with the equally recognisable tagline Utterly Butterly Delicious Amul that casts her sometime as the coy, shy Madhuri, a bold sensuous Urmila or simply as herself, dressed in her little polka dotted dress and a red and white bow, holding out her favourite packet of butter. There are no boundaries and nothing is off limits. From the political scene, to entertainment, from local news to international, from sports to stars, she has a line for everything. Often said to be playing the role of a social observer with evocative humor, the billboards became, and still are, a topic of conversation amongst millions. With theirhing-lish (a combination of Hindi and English) punch-lines, they have won the maximum number of awards in India for any ad campaign ever! This little thumbalina, seems to have the masses, right where she wants them wanting more of her and of Amul. No other brand comes close to what Amul has been able to accomplish.AdvertisingIts advertising has also started using tongue-in-cheek sketches starring the Amul baby commenting jovially on the latest news or current events. This formed a large chunk of the collective memory of us Indians. We grew with them as the ads grew with us. They are quirky, poke fun at no one in particular and are pure eye-candy! We almost admire the speed with which the ad-people come up with copy and illustration for the ads, that change every few days!! From the Sixties to the Nineties, the Amul ads have come a long way. While most people agree that the Amul ads were at their peak in the Eighties they still maintain that the Amul ads continue to tease a laughter out of them The Amul ads are one of the longest running ads based on a theme, now vying for the Guinness records for being the longest running ad campaign ever.BrandingThe 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. There is something more, though, that makes the Amul brand special and that something is the reason for the 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 saga. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has made India one of the largest milk producers in the world. Amul, therefore, is a brand with a difference. That difference manifests itself in a larger than life purpose. The purpose freedom to farmers by giving total control over procurement, production and marketing.Our commitment to the producer and our contract with the consumer is the reasons we are confident that cooperative brands, like Amul, will have an even bigger role to play in the next fifty years. Segmentation Wide range of product categories caters to consumers across all market segments. For example, Amul Kool is targeted at children, while teenagers prefer Kool Caf, as it has a cool imagery associated with it. Segmentation is not as easy in curd and low fat products, due to mixed audiences, various culinary applications , eg. ghee, butter and cheese. In India, the most used spread is ghee, then butter, cheese, low fat butter, margarine, cheese spread and mozzarella cheese. Targeting Changing retail environment Striking out on its own, with Amul Outlets or parlours to deliver consumers total brand experience Launched in 2002, there are now 400 Amul parlours across the country, which contributed 3% to the brands total turnover last year. High profile locations: Amul parlours are today present on campuses of Infosys, Wipro, IIM-A, IIT-B, Temples, Metro rail and railway stations in Gujarat. Positioning A mass market player, no premium offerings USP Quality with affordability Up against niche players value addition to customers Sheer size and scale of operation.

4.3 MARKETING STRATEGIES4 MAIN STRATEGIESFirst is quality. No brand survives long if its quality does not equal or exceed what the buyer expects. There simply can be no compromise. Thats the essence of the contract. In the case of a food product, this means that the brand must always representthe highest hygienic, bacteriological and organoleptic standards. It must taste good, and it must be good. Second, value for money. If our customer buys an Amul product, she gets what she pays for, and more. We have always taken pride in the fact that while we earn a good income for our owners the dairy farmers of Gujarat we dont do it at the cost of exploiting the consumer. Even when adverse conditions have reduced supplies of products like butter, we have resisted the common practice of raising prices, charging what the market would bear. Rather, we have kept prices fair and done our best to ensure that retailers do not gain at the consumers expense. Third, availability. A brand should be available when and where the customer wants it. There is no benefit achieved in creating a positive brand image, and then being unable to supply the customer who wants to buy it. In our case, over the years we have built what is probably the nations finest distribution network. We reach hundreds of cities and towns through a cold chain that not only ensures that our products are available, but they reach the customer at the farthest end of the country with the same quality as you would find in Ahmedabad or Vadodara. Fourth, service. We have a commitment to total quality. But, occasionally, we may make a mistake or, our customer may think weve made a mistake, and the customer, as they say, is always right. That is why, for Amul, every customer complaint must be heard not just listened to. And, every customer complaint must be rectified to the extent humanly possible. For close to fifty years now, Amul has honoured its contract with the consumer. The contract that is symbolised by the Amul brand means quality. It means value for money. It means availability. And it means service.

CONCLUSIONAs we know thatAmulis very big organization and market leader in dairy products. It has maximum market share in Milk, Butter and Cheese, which are its main/core products. As we know Amul is a co-operative organisaion but chocolate industry is a profitable industry we cant ignore it. With the help of research, company can find out its week points in chocolate product and can increase its market share through rectify mistakes. People have believed inAmuls productand they will accept its chocolates also if effective actions were taken AMUL has risen from Indian soil and it remains Indian in every sense. With roots well established in the domestic market Amul is all set to fight in the global arena. With the commitment it has shown in the past it will not be too long when Amul emerges a winner on all fronts.There is ample scope in the low priced segment as also in other categories where consumers presently are dissatisfied with the quantity being provided vis a vis the price being charged. Delhi market is not restricted to monopoly outlets. There are a significant number of retailers who are currently stocking more than two brands. So Amul can overcome it as earlier it had to overcome this problem in the Mumbai market. Kwality Walls is right now in an investment mode and is concentrating on expanding the market as also its reach. Amul should direct its resources towards cashing in on Walls market development.Amul has the opportunity to capture the more evolved young adults and children who are open to new products provided they meet their expectations.

Bibliography A) Books Pete Barry (The Advertising Concept Book, July 21st 2008 )Nancy Vonk and Janet Kestin (Pick Me: Breaking Into Advertising and Staying There all time., July 1st 2005 , John Wiley & Sons)David Ogilvy,Alan Parker (Confessions of an Advertising Man, August 1st 2004 by Southbank Publishing)E-data: http://www.inc.com/http://smallbusiness.chron.com/http://economictimes.indiatimes.com/http://advertising.about.com/http://www.theglobaljournals.com/http://www.mu.ac.in/http://www.ukessays.com/

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