Marketing and Selling Strategy of Amul Essay Example

promotions and has revolutionized the industry. Remarkably, GCMMF has consistently maintained the longest running ad campaign featuring the Amul butter girl for an impressive 41 years.

Amul promotes its brands in a rotational cycle of two to three years due to its wide product portfolio. In 1999, they re-visited the ice-cream category to enhance availability and affordability. The focus then shifted to cheese in 2001, Amul Masti Chaas in 2004-05, Nutramul and Kool Kafe in 2006. Currently, Amul is focusing on Amul Koko, a cold chocolate drink launched in 2010.

Amul has implemented a range of Non-Conventional Media initiatives.

• Allocating 90% of advertising budgets to impact property purchases, rather than spot buys with included sponsorships.

• The format shows for Amul in each of the priority markets are customized.

Amul's range was incorporated into each show to demonstrate the breadth and depth of their products. For each show, Amul found ways to seamlessly integrate their brands into the content, creating a unique brand presence for each one.

Utilizes different forms of media to convey a desired message, with the most well-known being the billboard campaign. The charming girl dressed in polka dots and clever wordplay on diverse subjects further grows the brand's number of loyal supporters.

Other promotional activities consist of the Amul food festival (held in 50,000 retail outlets), The Chef Of India contest, Amul Maharani contest, Singing Competition AMUL Star Voice of India, and Amul Music Ka Maha Mukabla.

Amul aims to transition consumer behavior from focusing on search attributes to credence attributes and ultimately adopt heuristics.

Nevertheless, the company's marketing plans mention

particular conflicts.

• Ownership of assets: In the past, the company would lease cooling equipment to retailers. However, when the company attempted to retrieve the equipment, the retailer refused to comply and contested ownership.

The company faces difficulties with stocking issues in their leased fridges as retailers frequently stock the competing brand, which is challenging to control.

The company's failure to replace deteriorating products is a significant vertical conflict issue.

The company's credit policy, particularly for institutional sales, has a shorter credit period compared to the market, which is highly significant.

The quality of packaging is demanded by channel members for easy storing.

• Amul cheese and all hard selling items experience delayed replenishment of stocks.

• The Company offers lower margins to all channel members, such as retailers, compared to Britannia. For instance, the retailer's margin for butter is 8% while Britannia offers 12%.