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Product Placement And Promotion Strategy Of Amul:

 

 

 

 

 

Amul is the brand name of the company owned by Gujarat Co-operative Milk Marketing Federation (GCMMF). Their products include a wide range of milk products including milk drinks, butter, cheese, deserts, health drinks etc. They target markets in India as well as markets abroad. In fact Amul is the largest exporter of diary products from India. Over the years the Amul has created a mark of its own in terms of product placement & promotion strategies in order to compete with multinational food processing companies like Nestle, Cadburys etc.

 

 

 

                                             The products produced by Amul are targeted at every section of the society. So they have a very extensive market to be taken care of. Also they have to give special attention towards sections including children, college students, teenagers, nuclear families etc. especially in urban & semi-urban area to place & promote their products. They are also trying to place their product as a ‘favorite item’ for people on special occasions like marriages, parties, other celebrations etc.

 

 

 

                                                                                              

                                                                                            One of the main advantages of Amul for placing its products in the market is the brand image it has created over the years in India as well as in abroad. Also the logos like the ‘butter girl’ , captions like ‘Amul The Taste Of India ‘ etc has helped it a lot in grabbing  the attention of the public towards it , which is an important part of brand promotion & recognition.

 

 

 

 

                                                                Amul also uses electronic & print media to reach out to customers. With the help of various attention grabbing advertisements through these Medias & also through internet the Amul is trying to promote its products in a smarter way than its opponents. Also Amul brings up their products in different size & quantity in order to meet the demands of various customers. For example  in the case of Amul ice creams they bring it in different packets of different size & also in different flavors like family pack, 100 ml. pack, 50 liter pack etc. Also they try to bring different flavors for their products like the chocolate, vanilla, strawberry etc. type of flavor they offer for their ice creams. Also Amul’s advertisements are mainly targeted at children, to influence the psychology of children & create an impact of the product on their mind.

 

                                                            Amul has also recently entered into direct retailing through ‘Amul Utterly Delicious’ par lour created in major cities of Delhi, Mumbai etc. They have also plan to create a large chain of such outlets to be managed by franchises throughout the country so that they can maintain a direct relationship with the customer. Besides these Amul in their ads uses hit bollywood films in the form of cartoons & logos to promote its products.

 

                                                             In short over the years Amul has created a mark of its own in placing & promoting its products in a very distinctive way against various famous international brands including Nestle & Cadburys.