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    Amul Kool Cafe

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    09987508819
    Amul is an Indian dairy cooperative based in Anand, Gujarat that is owned by 3.03 million milk producers. It was formed in 1946 and is managed by the Gujarat Cooperative Milk Marketing Federation. Amul Cool Cafe is an instant coffee mix drink from Amul that is ready to drink and gives a good taste when served chilled. It is popular among people who don't like coffee as well as coffee drinkers. Amul Cool Cafe targets kids, youth, and adults with its quality products at affordable prices through strong advertising, excellent distribution networks, and association with the recognizable Amul brand name.

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    Amul Kool Cafe

    Uploaded by

    09987508819
    499 views18 pages
    Amul is an Indian dairy cooperative based in Anand, Gujarat that is owned by 3.03 million milk producers. It was formed in 1946 and is managed by the Gujarat Cooperative Milk Marketing Federation. Amul Cool Cafe is an instant coffee mix drink from Amul that is ready to drink and gives a good taste when served chilled. It is popular among people who don't like coffee as well as coffee drinkers. Amul Cool Cafe targets kids, youth, and adults with its quality products at affordable prices through strong advertising, excellent distribution networks, and association with the recognizable Amul brand name.

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    New marketing strategies

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    Amul is an Indian dairy cooperative based in Anand, Gujarat that is owned by 3.03 million milk producers. It was formed in 1946 and is managed by the Gujarat Cooperative Milk Marketing Federation. Amul Cool Cafe is an instant coffee mix drink from Amul that is ready to drink and gives a good taste when served chilled. It is popular among people who don't like coffee as well as coffee drinkers. Amul Cool Cafe targets kids, youth, and adults with its quality products at affordable prices through strong advertising, excellent distribution networks, and association with the recognizable Amul brand name.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    499 views18 pages

    Amul Kool Cafe

    Uploaded by

    09987508819
    Amul is an Indian dairy cooperative based in Anand, Gujarat that is owned by 3.03 million milk producers. It was formed in 1946 and is managed by the Gujarat Cooperative Milk Marketing Federation. Amul Cool Cafe is an instant coffee mix drink from Amul that is ready to drink and gives a good taste when served chilled. It is popular among people who don't like coffee as well as coffee drinkers. Amul Cool Cafe targets kids, youth, and adults with its quality products at affordable prices through strong advertising, excellent distribution networks, and association with the recognizable Amul brand name.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 18

    AMUL

    Amul is an Indian dairy cooperative, based at Anand in the

    state of Gujarat, India. The co-operative is also sometimes


    referred to by the unofficial backronym: Anand Milk Union Limited. Formed in 1946, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by 3.03 million milk producers in Gujarat. Dr Verghese Kurien, founder-chairman of the GCMMF for more than 30 years (19732006), is credited with the success of Amul.

    AMUL KOOL CAFE


    Amul cool cafe is the best drink for summer hot days. The Amul cool cafe is an instant coffee mix, which is ready to drink. It gives the very good taste when it is

    served chilled. This cold cafe is available in many


    general stores. Those who dont like the coffee or the taste of coffee, even such people will love the taste of Amul cool cafe.
    http://www.reviewstream.com/reviews/?p=18863

    Amul Kool Cafe


    Sector Food Products Tagline/ Slogan Chill your Dil USP Quality and affordability

    SWOT Analysis
    Strength
    1.Good advertising and packaging 2.Amul is one of most recognised and popular brand names 3.Excellent distribution ensure product availability in retail store, groceries, restaurants etc

    Weakness
    1. Milk products have a limited shelf life 2. Global presence is limited and also lesser availability in rural areas

    Threats
    1. Soft drinks as indirect competition 2. Products like lassi or locally available flavoured milk

    Opportunity
    1. Pet bottles or pouches to increase packaging effectiveness 2.Tieups with colleges/institutions 3.Replacement for aerated drinks

    SEGMENTATION

    STP

    GEOGRAPHICAL Overall India. DEMOGRAPHICAge- 12-30 Gender- Both Male and Female PSYCHOLOGICAL- Quality conscious children and adults BEHAVORIAL Coffee drinkers and non-coffee drinkers

    Target Group
    Kids and youth

    Positioning
    Taste of India by giving them quality products

    Competition
    Competitors 1. Aarey Energy Milk/ Lassi 2. MTR Milk 3. Local Milk brands 4. Cafes

    BCG MATRIX OF AMUL KOOL CAFE


    Relative Market Growth

    Star

    Problem child

    Cash cow

    Dog

    Relative Market share

    MARKETING OBJECTIVE
    To create awareness about the product. To increase the market share. To make a strong customer base and to gain new customers from other categories. To improve the sales.

    Marketing strategy

    Advertising

    Viral
    Electronic Print Outdoor

    Ad Campaign Theme
    The campaign theme would be based on summer , easy availability of the product and replacement of cold coffee. No need to go all the way to the coffee shop to have a cold coffee. Every ad would focus on this. Pulsing strategy would be used.

    Placements of ad
    Television The ads would be aired during youth shows that is IPL entire season MTV- Roadies, Splitsvilla Channel V- D3, Gumrah 9XM Bindaas- Emotional Atyachaar

    Print ads
    The ads would be placed in following newspapers Bombay times quarter page ad

    Outdoor
    Transit bus and train advertising Hoardings would be placed outside some known colleges and schools Sky advertising (balloon) would be placed in IPL matches (stadium)

    VIRAL MARKETING
    Internet ads- Pop Up Ads, Advertising In Youtube (Video Ads) Banner Ads On Social Networking Site.

    SALES PROMOTION
    Contest and games in malls under the name of Amul Kool Cafe. Price off deals- 1 for Rs 30/- and 2 for Rs 55/(after summer)

    Social Media Marketing


    Creating page on social networking sites such as FACEBOOK & TWITTER. Find us on Facebook and Follow us on Twitter

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