13-06-2012, 12:19 PM
Communication strategy of Amul
amul report.docx (Size: 1.55 MB / Downloads: 67)
INTRODUCTION
Advertising plays a very pre dominant role for any Marketer. Goods no matter of how good quality, they may be are of no use if they are not brought to the notice of the consumer. Advertising can be classified on the basis of target audience towards whom the advertising is directed .there could be different set of target audience. These are:
• Consumer(households)
• Industries
• Traders
• Professionals
• Institutions
In our project we would be solely concentrating on the household sector , this sector dominates any other sector in terms of its goods and services. The complexity of human behavior is one major factor which makes a job of Marketer tough.
The success of any advertising campaign depends on its effectiveness that is how effective it is in stimulating consumer to buy the product or at least give a thought to the product .there are various type of advertising media which can be used . But the choice of media is a very critical decision as a selection of wrong advertising media can lead to colossal resources and it can even have an impact on goodwill of a company. The media has to be selected taking into consideration the target audience and as a manager we also to take into consideration the Advertising Budget.
In this project which has been assigned to us by Praveen Patil we have taken a company named Amul and then we have made an analysis of its advertising and sales promotion techniques, the communication mix employed by the company for its various product categories and how effective these strategies have been in positioning Amul as not only Amul but as Amul – The Taste of India .
The project has offered us enormous scope to enhance our practical understanding of the purpose and significance of advertising and sales promotion as an effective tool of communication mix.
Why we have selected Amul – The Taste of India?
We wanted to take something different. All other companies are primarily companies whose object right from its inception has been profit maximization. We are not saying that is not out there to make profits but the point we are trying to highlight is that Amul started as a cooperative which took on the responsibility of rural development through providing source of income to millions of farmers. It is one such company which has strongly infused the message of corporate social responsibility right through it started functioning. It had spurred the white revolution in the whole country. It has done so much pride to India by making it one of the world’s leading producer of milk. Many companies reach zenith but there are very few of them who adopt a social responsibility in their functioning. Amul is indeed different from all the other companies because it started its operations at the grass root level that is farmers. There cannot be a more noble cause than this for a company to adopt .Taking this into consideration we decided that we will take Amul as our subject of study.
What is Amul all about?
BUSINESS needs ideas, not merely money. Ventures run on just money, but starved of ideas, would eventually fall prey to competition and perish. And, if ideas are available in abundance, business can overcome other handicaps, including its relative weaker money power, compared to that of its rivals. The success story of the Gujrat Co-operative Milk Marketing Federation (GCMMF) proves this point.
Amul follows a unique business model, which aims at providing 'value for money' products to its consumers, while protecting the interests of the milk-producing farmers who are its suppliers as well as its owners. Despite being a farmers' co-operative, Amul has given multinationals a run for their money.
AMUL’s Journey towards Excellence
AMUL’s journey towards excellence is marked by some critical understanding of the business environment in large emerging economies like India where markets have to be developed by combining efficiency related initiatives with increasing the base of marginal suppliers and consumers. The essence of AMUL’s efforts was as follows:
• It combined market and social development in an emerging economy. It recognized the inter-linkages between various environments that governed the lives of marginal milk farmers and the unmet needs of consumers.
It also changed the supply chain paradigm in order to reduce the cost to the consumer while increasing the return to the supplier.