Swot Analysis Of Amul

Register to read the introduction… The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else. Amul has been consistant over the communication campaign and brand strategy. AMUL has positioned itself as " Taste of India " and have ensured that their communication is in line with their positioning strategy By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union conflicts but also created an opportunity for the union members to cooperate in developing products UMBRELLA BRANDING Amul‟s advertising strategy has followed the concept of „Umbrella Branding.‟ Amul is the common brand name for most of its products across categories. For instance, the Amul girl has also been used to advertise Amul ghee and milk. Its ad campaign „Amul doodh peeta hai India,‟ conceptualised & created by FCB-Ulka, was drafted to proclaim its leadership position and was targeted at people across all income categories. The corporate campaign – The Taste of India caters to people belonging to all walks of life & across cultures. It is circled around a one day old child who needs milk as much as to a …show more content…
What could have Amul done in its advertisements to make its Chocolate sector profitable and competitive ? • Amul should have use brand Ambassador like Sharukh Khan, Amitabh Bachchan etc to attract people of all age groups like Cadbury does through its celebrity endorsements. • Lack of Awareness among consumers : Main product of Amul are Milk, Butter and Cheese. It has pre dominantly been focusing on these products and lucrative sector of chocolates has been ignored. • Company should launch chocolates in a new attractive packaging to change image of Amul chocolates in consumers mind. •It should make advertisements that have strong advertisement appeals. The advertisement appeals should be such that they lead to brand recall. What can amul do to make its other advertisements more attractive and appealing to consumers ? • Advertisement should be made in such a manner that they have a strong brand recall value • They should have used more attractive jingles in their advertisements. • Rather than advertisements covering all the products they should focus on single product advertising. Because if it tries to advertise all its products then it can lead to advertisement clutter . consumer may find it difficult to across this advertisement clutter. • As we can see the advertisements are not as humorous and are not having pun to that