Carbonated Drink

Introduction Amul (Anand Milk Union Limited)

Formed in 1946, A brand name managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) Jointly owned by 2.6 million milk producers in Gujarat Spurred the White Revolution of India. Overseas markets - Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries Fresh plans of flooding the markets of Japan & Sri Lanka. Dr Verghese Kurien , former chairman of the GCMMF -the man behind the success of Amul.

Sales Turnover
1994-95 1995-96

Rs (million) 11140 13790

US $ (in million) 355 400

1996-97
1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10 2010-11 2011-12

15540
18840 22192 22185 22588 23365 27457 28941 29225 37736 42778 52554 67113 80053 97742 116680

450
455 493 493 500 500 575 616 672 850 1050 1325 1504 1700 2172 2500

CRISIL Rating for GCMMF

Reason For Success

Low Cost Strategy

Strong Distribution Network Technology & einitiatives Diverse Product Mix

Amul products diversificAtion

Market
Rs 59 billion carbonated drinks market growing at a rate of 10-12% annually

Carbonated drinks account for the second biggest chunk (28%) of the non-alcoholic beverage market in India

product
Healthier Alternative Yes, its carbonated but it has a natural sweetner which makes it better than aspartame which is considered to be unhealthy Perfect drink to help soda addicts and also health conscious people Will quench your thirst and is healthy Will also be available in desi flavours other than cola

Segment &Targeting

Positioning
Point-Of-Parity
Carbonated drink like other soft drinks like Coke and Pepsi.

Point-Of-Differentiation

Uses alternate natural sweeteners

Will be available in desi flavors in sync with the culture

IMC FOR JHAKAAS

TARGET AUDIENCE: People who drink aerated drinks for refreshment People who need an alternative to the usual aerated drinks People between the age group of 15-40

BRAND OBJECTIVE:
Jhakaas would give Amul an opportunity to compete in the aerated drink market with its image of trust How would the consumers react to the product in Delhi

Some of the elements which adds value to the customer to buy an Amul product is high quality ,innovation in terms of advertisement and new products, exceed customers expectations, better services ,lowered prices which everyone can afford it

Communication budget:Total budget is 2.5-3 crore. TV advertisement:- (fund allotment 1 crore) Paper advertisement :- (Fund allotted 10 lakhs) Radio advertisement:- (fund allotted-1-2 lakh) Magazine advertisement:- (fund allotted-10 lakh) Banners advertisement:- (fund allotted- 30 lakh) Hoardings advertisement:- (fund allotted-60 lakh) For promotion in event:- (fund allotment-10 lakh) Internet marketing:- (fund allotment-10 lakh) Customer sale promotion (Fund allotted-10 lakh) Trade sale promotion (fund allotted-10 lakh)

MARKETING COMMUNICATIONS MIX: ADVERTISING: Print media ads in local newspapers, magazines and Mid day newspapers in Delhi area

Television ads
Social media advertising Point of purchase advertising Various BTL and ATL activities

EVENTS AND EXPERIENCES: Promoting the product in Malls Amusement Parks Universities Sponsoring events at the universities

Sales Promotion:
Lucky draws and freebies for people who test the product and remark on it Giving out free samples at various events