Marketing strategy of Amul
In terms of overall advertising expenditures, media advertising is still dominated by Press and television, which are of comparable size (by value of ‘sales’). Posters and radio follow some way behind, with cinema representing a very specialist medium. Press In the United Kingdom, spending is dominated by the national & regional newspapers, the latter taking almost all the classified advertising revenue. The magazines and trade or technical journal markets are about the same size as each other, but are less than half that of the newspaper sectors. Television
This is normally the most expensive medium, and as such is generally only open to the major advertisers, although some regional contractors offer more affordable packages to their local advertisers. It offers by far the widest coverage, particularly at peak hours (roughly 7. 00–10. 30 p. m. ) and especially of family audiences. Offering sight, sound, movement and colour, it has the greatest impact, especially for those products or services where a ‘demonstration’ is essential; since it combines the virtues of both the ‘story-teller’ and the `demonstrator’.
To be effective, these messages must be simple and able to overcome surrounding family life distractions especially the TV remote. Radio Radio advertising has increased greatly in recent years, with the granting of many more licenses. It typically reaches specific audiences at different times of the day—adults at breakfast, housewives during the day, and commuters during rush hours. It can be a cost-effective way of reaching these audiences—especially since production costs are much cheaper than for television, though the lack of visual elements may limit the message.
In radio advertising it is important to identify the right timing to reach specific radio listeners. For instance, many people only listen to the radio when they are stuck in traffic, whereas other listeners may only listen in the evenings. The 24-hour availability of radio is helpful to reach a variety of customer sub-segments. In addition, it is a well-established medium to reach rural areas. Cinema Though national audience numbers are down, this may be the most effective medium for extending coverage to younger age groups, since the core audience is 15 to 35.
Internet/Web Advertising This rapidly growing marketing force borrows much from the example of press advertising, but the most effective use—adopted by search engines—is interactive. Mobile Advertising Personal mobile phones have become an attractive advertising media to network operators, but are relatively unproven and remain in media buyers’ sidelines. Audience Research Identifying the audience for a magazine or newspaper, or determining who watches television at a given time, is a specialized form of market research, often conducted on behalf of media owners.
Press figures are slightly complicated by the fact that there are two measures: readership (total number of readers of a publication, no matter where they read it), and circulation (the number of copies actually sold, which is mostly independently validated). Advertising-free media Advertising-free media refers to media outlets whose output is not funded or subsidized by the sale of advertising space. It includes in its scope mass media entities such as websites, television and radio networks, and magazines. The public broadcasters of a number of countries air without commercials.
Perhaps the best known example of this is the United Kingdom’s public broadcaster, the BBC, whose domestic networks do not carry commercials. Instead, theBBC, in common with most other public broadcasters in Europe, is funded by a television licence fee levied on the owners of all television sets. A 2006 report by the Senate of Canada suggested that the country’s public broadcaster, the Canadian Broadcasting Corporation, be funded sufficiently by the federal government so that it could air without any advertising.  Advertising media scheduling
Scheduling refers to the pattern of advertising timing, represented as plots on a yearly flowchart. These plots indicate the pattern of scheduled times advertising must appear to coincide with favorable selling periods. The classic scheduling models are Continuity, Flighting and Pulsing. Marketing and Selling Strategy of Amul [pic] Amul is the largest co-operative movement in India and as the country’s largest food company, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk.
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. In butter, cheese and saturated fats, Amul has remained the undisputed market leader since its inception in 1955, by offering quality products at competitive prices. In other categories, Amul has nullified its late mover disadvantage through aggressive pricing, better quality, innovative promotion, and superior distribution. The cooperative model pioneered by Amul – is known as the “Anand pattern” cooperative system.
It was a three-tier structure that comprised village societies, district level dairy unions and a state level federation. Each tier was economically independent of the others and comprised representatives elected from the tier below it. The organizations at each level were governed by their own bylaws, and were managed by democratically elected boards. The marketing strategy of new offerings of Amul is to primarily create a brand so as to enable itself to create a monopolistic or oligopolistic situation in a market segment which is essentially homogenous and thus create brand loyalty.
The consumers of Amul exhibit variety seeking behavior. Amul ensures push strategy in order to ensure availability of the product. The aim of the company is to provide value for money to its customers but never compromise on its product quality. One of the most conservative FMCG entities, GCMMF spends a mere 1% of its turnover on promotions. GCMMF has written and re-written rules of the game. Amul butter girl is the the longest running ad campaigns for the last… [continues]