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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.

    http://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


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