AMUL - The Gentle Giant

AMUL stands for Anand Milk Union Limited. 
AMUL is the umbrella brand for a variety of products like Cheese, Milk, Ghee, butter, ice-cream etc.

The real name behind the 'Amul' brand is Gujarat Cooperative Milk Marketing Federation (GCMMF). 
Amul has gone from strength to strength with a great fabric of Supply Chain Management and a low budget yet highly effective and aesthetically pleasing Marketing Campaign, and created history in Indian FMCG sector.

Amul has created a very simple, sociable and Indian brand; people identify themselves with the AMUL brand. 
Lets look at the Marketing Mix of Amul:

Product - Dairy Products, Cooking Products
Price -  Low Pricing Strategy
Place -  Rural and Urban Market, International market
Promotion - Advertisements, Show sponsorship's

A point worth noting is that AMUL spends a mere 1% of its turnover on promotions. The simple yet effective print ad campaign which creates adverts on the daily issues has been a MEGA success; and has greatly been able to identify itself with the people. A brand is nothing but a manifestation of trust. The Butter Girl Ad campaign is the longest ever ad campaign and has been running for over 40 years now (the same was launched in 1967) 

Some of the most enticing ads are posted here:

Ad on Shoaib Akhtar's book - Controversially Yours

Zidane's head butt in the WC 06:

 Ad on Lord of the Rings success:

Kumble's 10 wicket hall:

2008 US recession:

Raju's Satyam scandal:

Ad on Joker from Dark Knight:

Please refer to this link for a comprehensive list of the Amul's Billboard ads:
http://www.nofullstop.com/2009/04/30/125-mesmerizing-ads-from-amul-india-marketing-management-at-its-best/

The billboard campaign has indeed done wonders for the Amul brand.

Other than these ads, AMUL also sponsors TV shows like Chef of India Contest, Star Voice of India, Music ka maha muqabla etc. Association with these TV shows helps Amul gain mass media coverage and an opportunity to bind more with the youth. It also organizes competitions like Slogan Likho Disneyland Dekho. 

Amul has its presence in more than 40 countries till date. No doubt, with this so 'Indian' and unique way of advertising and Brand building, Amul will always pose a stiff task for the behemoths like HLL, Nestle, P&G etc.

Way to go AMUL, the taste of India :)

                                                                                                                                                                   - Amanpreet

Strategy or Stunt

Micromax enters TV market

Mobile handset maker Micromax announced its foray into the television segment with the launch of a range of LED TVs priced between Rs. 15,990 and Rs. 1,29,990. The company expects a revenue of Rs. 225 crore from this the TV segment in this fiscal.

"Televisions is a natural progression. As consumers evolve, they want their devices and experience to be smart and personal. We aim to partner the growing aspirations of the digital consumers at all levels," says, Rajesh Agarwal, Micromax Managing Director and Co-founder .

The company is targeting 5-8 percent of revenues (Rs. 140-225 crore) this fiscal from the television segment, he added.

The LED TVs will be initially launched in nine states like Delhi, Haryana, Maharashtra, Karnataka and Rajasthan across 24-inch to 55-inch range. The televisions will be priced between Rs. 15,990 and Rs. 1,29,990.

Micromax, which sells mobile phones and tablet PCs in India, SAARC and the Middle East countries, is aiming to grow overall revenues to Rs 2,800 crore for year ending March 2013.

"In the next one year, we are looking at sales of one lakh units (TVs)...In the next two years, the aim would be to increase the TV segment contribution to 20 percent of the revenues," Agarwal said.

He added that though the overall television market is growing at 15-16 percent, the LED TV segment is witnessing 100 percent. LED and LCD TVs comprise 35 percent of the 17-18 million units market and is a fast growing segment.

The company is targetting 8-10 percent market share of the LED TV market.

Micromax will assemble the LEDs at its new facility in Rudrapur, Uttarakhand. It is investing Rs. 100 crore in the plant.

"We have set up an assembly line in Rudrapur, which has a capacity of 2,000 units. This will eventually be ramped up to 5,000 units. The facility will also manufacture tablet PCs and mobile accessories," he said.

A major chunk of the investment has already gone in and in the next 2-3 years, a total of Rs 100 crore would be invested.

For distribution and after sales, the company will use its existing channels. Its also in the process of setting up its own service centres.

Micromax is launching its home theatre range and SMART Stick, using which users can connect to the Internet through their television sets.

"SMART Stick will be priced at Rs. 5000 and will connect to any television with an HDMI port. Its like a dongle and will help users access Internet on their TVs," Micromax Director Mukesh Gupta said.

Amkette and Akai have similar devices available in the market.

Source: NDTV

- Amanpreet.