Product details

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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.
Location:
Industry:
Other setting(s):
2012

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.

Settings

Location:
Industry:
Other setting(s):
2012

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