Subject category:
Strategy and General Management
Published by:
Amity Research Centers
Length: 7 pages
Data source: Published sources
Topics:
Reinventing Brand Amul; Iconic brand; Witty one-liners; Youth brand; Growth of Amul; Marketing efforts; Promotion targeting young customers; Co-operative societies; Umbrella branding; Tongue-in-cheek advertisements; Amul mascot; Utterly Butterly Delicious Amul; Longest running outdoor campaign; The taste of India; Revamping of Amul brand
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Abstract
The case has been tailored for imparting business learning for undergraduate students and can be used for examination purpose. From its meager origins, Amul had grown into an iconic brand catering to the populace of India and abroad. Traditionally Amul was always considered as a brand that dealt with the needs of housewives. Its brand promotion was done through its ever popular advertising tool, namely, billboards with tongue-in-cheek modes of advertisement. Amul's own little Moppet had always garnered attention through the witty one-liners. To expand its customer base, Amul had initiated changes to bring in youth into its fold. In a major revamp of its strategy, it had launched many new products that appealed to the young. It was also sponsoring major sporting events to hold their attention. Amul's brand image was dissipated by assuming the role of youth brand. The case study would analyse the growth of Amul, its marketing efforts and promotion strategies targeting young customers.
About
Abstract
The case has been tailored for imparting business learning for undergraduate students and can be used for examination purpose. From its meager origins, Amul had grown into an iconic brand catering to the populace of India and abroad. Traditionally Amul was always considered as a brand that dealt with the needs of housewives. Its brand promotion was done through its ever popular advertising tool, namely, billboards with tongue-in-cheek modes of advertisement. Amul's own little Moppet had always garnered attention through the witty one-liners. To expand its customer base, Amul had initiated changes to bring in youth into its fold. In a major revamp of its strategy, it had launched many new products that appealed to the young. It was also sponsoring major sporting events to hold their attention. Amul's brand image was dissipated by assuming the role of youth brand. The case study would analyse the growth of Amul, its marketing efforts and promotion strategies targeting young customers.