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AMUL

Amul is an Indian dairy cooperative, based at Anand in the

state of Gujarat, India. The co-operative is also sometimes

referred to by the unofficial backronym:Anand Milk Union

Limited.

Formed in 1946, it is a brand managed by a cooperative

body, the Gujarat Co-operative Milk Marketing Federation

Ltd. (GCMMF), which today is jointly owned by 3.03

million milk producers in Gujarat.

Dr Verghese Kurien, founder-chairman of the GCMMF for

more than 30 years (19732006), is credited with the success

of Amul.

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AMUL KOOL CAFE

Amul cool cafe is the best drink for summer hot days.

The Amul cool cafe is an instant coffee mix, which is

ready to drink. It gives the very good taste when it is

served chilled. This cold cafe is available in many

general stores.

Those who dont like the coffee or the taste of coffee,

even such people will love the taste of Amul cool cafe.

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http://www.reviewstream.com/reviews/?p=18863http://www.reviewstream.com/reviews/?p=18863

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Amul Kool Cafe

Sector

Food Products

Tagline/ Slogan Chill your Dil

USP

Quality andaffordability

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SWOT Analysis

Strength1.Good advertising and packaging

2.Amul is one of most recognised and

popular brand names

3.Excellent distribution ensure product

availability in retail store, groceries,

restaurants etc

Weakness1. Milk products have a limited shelf life

2. Global presence is limited and also lesser

availability in rural areas

Threats1. Soft drinks as indirect competition

2. Products like lassi or locally availableflavoured milk

Opportunity1. Pet bottles or pouches to increase

packaging effectiveness

2.Tieups with colleges/institutions

3.Replacement for aerated drinks

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STP SEGMENTATION GEOGRAPHICALOverall India.

DEMOGRAPHIC-

Age- 12-30

Gender- Both Male and Female

PSYCHOLOGICAL- Quality conscious children and adults BEHAVORIALCoffee drinkers and non-coffee drinkers

Target Group

Kids and youth

Positioning

Taste of India by giving them quality products

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Competition

Competitors

1. Aarey Energy Milk/ Lassi

2. MTR Milk3. Local Milk brands

4. Cafes

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StarProblem child

Cash cow Dog

Relative Market share

Re

lativeMarketGrowth

BCG MATRIX OF AMUL KOOL CAFE

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MARKETING OBJECTIVE

To create awareness about the product.

To increase the market share.

To make a strong customer base and to gainnew customers from other categories.

To improve the sales.

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Marketing strategy

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Advertising

Electronic Print Outdoor

Viral

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Ad Campaign Theme

The campaign theme would be based on

summer , easy availability of the product and

replacement of cold coffee.

No need to go all the way to the coffee shop

to have a cold coffee.

Every ad would focus on this.

Pulsing strategy would be used.

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Placements of ad

Television The ads would be aired during

youth shows that is

IPL entire season

MTV- Roadies, Splitsvilla

Channel V- D3, Gumrah

9XM Bindaas- Emotional Atyachaar

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Print ads

The ads would be placed in following

newspapers

Bombay times quarter page ad

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Outdoor

Transit bus and train advertising

Hoardings would be placed outside some

known colleges and schools

Sky advertising (balloon) would be placed in

IPL matches (stadium)

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VIRAL MARKETING

Internet ads- Pop Up Ads, Advertising In

Youtube (Video Ads) Banner Ads On Social

Networking Site.

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SALES PROMOTION

Contest and games in malls under the name of

Amul Kool Cafe.

Price off deals- 1 for Rs 30/- and 2 for Rs 55/-

(after summer)

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Social Media Marketing

Creating page on social networking sites such

as FACEBOOK & TWITTER.

Find us on Facebook and Follow us on Twitter