Marketing and Market Research
Assignment
Group:
1) Sobit Singh (16CE33007)
2) Soumya Yadav (16CE33008)
3) Tanishq Garg (16CE33009)
4) Pratyush Mishra
(16CE33011)
5) Prateek Pandey (16CE33014)
6) Ritik Kumar Singh
Advertisement Objectives (16CE10048)
7) Anurag Gupta (16CE33013)
& Strategies
8) Mahesh Chand Meena
(16CE10028)
9) Anjan Mandal (12EC10009)
10) Agniv Sarkar (13MF3IM01)
Source
Company Name Gujrat Cooperative Milk Marketing Federation Ltd.
Brand Name Amul
Tag Line The Taste of India
Brand Website [Link]/
Product Name Amul Butter
Product Type Butter (Diary/FMCG)
Product Tag Line Utterly Butterly Delicious
Advertisement Release Date June 7, 2019
Advertisement Medias TV, [Link]
URL [Link]
Mission Statement of Amul
“We the motivated and dedicated workforce at Amul are committed to produce wholesome
and safe foods of excellent quality to remain market leader through development of quality
management system, state of art technology, innovation and eco-friendly operations to achieve
delightment of customers and milk producers.”
Observations about the Advertisement
The main elements of Amul ads are the picture, the main text and the slogan. The
picture is what catches the attention of the audience, what ignites the curiosity being
always the key factor to read the message
Amul girl, the iconic figure with round eyes and blue hair, transforms herself into
different personalities or accompanies different personalities.
Slogans have an important role to play. By repetition, they become part of our memory
and also everyday language. The slogan for Amul ads is ‘Utterly Butterly Delicious’.
An important element of Amul ads is its use of metaphorical switching or code
switching between English and Hindi freely. So their advertising texts are compact and
all the elements are well connected
Objective Analysis of the Advertisement
The advertisement is a pure example of Reminder Advertising which is being used primarily in
order to remind the consumer about the product or service, or to introduce new life or new
theme into existing campaigns. It serves to enhance the awareness of the brand and to
reinforce the key messages of the brand value. The advertisement is brief and they mention
the name of the product gradually to keep the public interested in, and aware of, a well-
established product.
The brand of Amul with this tag line of “The Taste of India” is often used for corporate
positioning. It has now apart from being just a jargon has established itself to lend meaning
to Amul’s never ending crusade for utmost quality and low- price strategy making its products
affordable and attractive to consumers and guaranteeing them value for money.
STP of Amul
o Segment: People who need milk and milk products for day to day use
o Target Group: Lower, middle and upper middle class families
o Positioning: An Indian brand producing superior quality products
USP of the Brand- Most trusted brand.
USP of the advertisement- Multipurpose Butter (used in homes & restaurants also).
Budget- Amul is investing 1% of its revenue which is very low as compared to industry Average
of 8.9%.
Product Design Strategy
“Weather to offer standard or customize products”
Amul Butter has offered a mix of both standard and customized products for various
customer needs like IRCTC, Air India, etc
Use of Utterly- Buttterly Girl:
Using since 1967
Entered Guinness book of world record for being the longest running
campaign ever.
The moppet who put Amul on India’s breakfast table
When it was first launched, Amul’s sales figures have jumped from 1000
tonnes a year in 1966 to over 25000 tonnes a year in 1997. No other brand
comes even close to it. All because a thumb- sized girl climbed on the
hoardings and put a spell on the masses.
It is an established fact that
the Amul advertisements are
consistent. They do a great job
in selecting a trending topic
and make an ad about it.
Through advertisement they
have often raised voice against
issues, which are otherwise
not considered relevant in
FMCG product advertising.
Most companies avoid getting
into dirt by commenting on
political issues, unlike Amul.
Although the content for the
advertisement may be grave,
yet Amul with its humour
punch establish their view and brand in a subtle way. Even the media strategy of AMUL
advertisement was clear, crisp and consistent. Almost all of their print advertisements come
in the top corner of the third page in the main newspaper.
