• A PRESENTATION SUBMITTED BY • Sneha Manamohan

• Smruthy N. Pradeep

ADVERTISING STRATEGIES – A COMPARISON

History• The journey of Amul ice creams began on 10th March, 1996 in

Gujarat and with its superior quality it was able to capture the highest market share in a short period of time

• In 1997, Amul Ice creams entered Mumbai followed by Chennai in 1998 and Kolkata and Delhi in 2002. Nationally it was rolled

out in 1999.• Since then not only has it grown at a phenomenal rate but also

it has added a vast variety of flavors to its ever growing range. Currently it offers a selection of over 200 variants.

Products

Cone 120 ml, 100ml, 80 ml & 50 ml

Cup 125 ml, 100 ml, 80 ml, 90 ml & 40 ml Plastic Container

1 litre, 750 ml, 500 ml, 125 ml, 100 ml, 80 ml & 60 ml

Stick 70 ml, 60 ml, 40 ml Take Home Bulk / catering packs (5 litre, 4 litre), take home packs (2.2

litre, 1.5 litre, 1.25 litre, 1 litre), combo packs (750 ml+750ml Free) and family packs (500 ml, 250 ml)

Utterly delicious ice cream made from fresh

milk available in a wide range of flavors and packs. PRODUCT

DESCRIPTIONS

PRODUCT FEATURES• Made from Fresh Milk (Real Milk, Real Ice cream): No added

vegetable oil, hence no Frozen Dessert.• No Differentiation in Quality Standards of Consumer & Catering/

Institutional Packs: Stringent Standards than Specified by PFA & BIS for more fat and less overrun (less air) to give creamier feeling.

• Best Ingredients: Fresh milk, superior fruits & nuts.• Manufacturing Facility: Made in ISO & HACCP certified state of the

art plants with stringent hygienic standards to ensure food safety.• Pro-life & SUGAR FREE Probiotic: The first company in India to

introduce probiotics in ice cream (IDF Award for Best Nutrimarketing Category, Oct '07) & SUGAR FREE Probiotic products.

PRODUCT APPLICATION

• Individual consumption (impulse), Take home, Catering at parties, marriages etc. celebration and Recipe preparation for sundaes, shakes, etc.

AVAILABLE INMore than 800 cities across India at Amul Preferred Outlets, Amul Scooping Parlors, retail shops, vending push carts, hotels, restaurants, canteens, caterers etc.

ADVERTISING STRATEGIES

The ultimate strategy

• The moppet who put Amul on India's breakfast table• 50 years after it was first launched, Amul's sale figures have jumped

from 1000 tones a year in 1966 to over 25,000 tones a year in 1997. No other brand comes even close to It. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.

• The Amul girl was the brainchild of SylvesterdaCunha, the managing director of the advertising agency AS. The ads were designed as a series of hoardings with designs relating to day-to-day issues. The brand recall for the Amul girl is phenomenal across India today. And the biggest reason for this is the topical nature of the ads.The Amul ads have witty one-liners which capture relevant events that have caught the fancy of the nation.

• Entered in the Guinness Book Of World Records for being • the longest running campaign ever.

Marketing Mix

Product• Dairy Products• Cooking Products

Price• Low Pricing Strategy

Place• Rural & Urban Market• International Market

Promotion• Advertisements

Product• Dairy Products• Cooking Products

Price• Low Pricing Strategy

Place• Rural & Urban Market• International Market

Promotion• Advertisements

Bill boards

Most famous is billboard campaign The endearing polka dressed girl and pun at

various issues increased brand’s fan following.

• Given this wide product portfolio, Amul’s approach is to promote its brands in a rotational cycle of two to three years.

• After ice-creams were launched in 1996, the category was re-visited in 1999, in order to improve availability of the product and make it affordable.

Promot ion

The Amul Maharani contest

Successful product Strategy

Product Positioning Strategy- Low price Amul Ice - Creams paused a

potential threat to all other players in the Ice cream market.

The Amul Moppet…

Not only this, very innovatively AMUL presented its new brand strategy--

The utterly butterly girl to come alive! On Mumbai, Dec 29, 2000: After

becoming everyone's favourite little "utterly butterly delicious" girl

through print and television ads, the Amul Butter Girl came alive!

The search for an Amul Butter Girl and an Amul Cheese Boy ended in

January 2000, when the Gujarat Cooperative Milk and Marketing

Federation(GCMMF) announced the real life Amul Butter Girl and Amul

Cheese Boy through a national Amul Surabhi search contest.

Acknowledged GCMMF's assistant general manager RS Sodhi: ``The

contest was meant to generate enthusiasm among students in every village

and town. This also helped Amul's brand building exercise.''

Not only this, very innovatively AMUL presented its new brand strategy--

The utterly butterly girl to come alive! On Mumbai, Dec 29, 2000: After

becoming everyone's favourite little "utterly butterly delicious" girl

through print and television ads, the Amul Butter Girl came alive!

The search for an Amul Butter Girl and an Amul Cheese Boy ended in

January 2000, when the Gujarat Cooperative Milk and Marketing

Federation(GCMMF) announced the real life Amul Butter Girl and Amul

Cheese Boy through a national Amul Surabhi search contest.

Acknowledged GCMMF's assistant general manager RS Sodhi: ``The

contest was meant to generate enthusiasm among students in every village

and town. This also helped Amul's brand building exercise.''

At the time when AMUL was formed , consumers had limited purchasing power & modest

consumption levels of milk & other dairy products . thus AMUL adopted:-

Low-Cost Price strategy

Low Cost Price Strategy was adopted to make the product affordable & alluring to

consumers by guaranteeing them value for money. The main aim of Amul is to provide

quality products to the consumers at minimum cost. The goal of Amul is to provide

maximum profit in terms of money to the farmers. Low cost of production of

AMUL: Milk production is scale insensitive and labour intensive. Due to low labour cost,

cost of production of milk is significantly lower in AMUL. Amul’s icecreams are

relatively low priced.

Other promotional activities

Amul STAR Voice of India Amul Master Chef India Amulya Surabhi Amul Maharani Bano Contest Amul Chote Ustaad Amul Music Ka Maha Muqabla Amul Food Maha Challenge.

Amul STAR Voice of India Amul Master Chef India Amulya Surabhi Amul Maharani Bano Contest Amul Chote Ustaad Amul Music Ka Maha Muqabla Amul Food Maha Challenge.

Amul was the title sponsor of :-

Eat Milk with Every meal campaign….

Cafe Amul is a Casual Dining Restaurant in a pleasant

ambience which offers scrumptious delicacies in

pizzas, burgers , sandwiches, sundaes etc.

• Baskin Robbins entered India in 1993 through a joint venture with The Graviss Group. Its first manufacturing plant outside North America opened in Pune. Offering delicious and fun treats across 150 cities / towns with 550+ stores, Baskin Robbins is the largest Ice Cream chain in India. The Graviss Group has dedicated teams with expertise in the multiple verticals; that has turned Baskin Robbins into India’s most loved Ice Cream Brand.

•ADVERTISING STRATEGIES

The 31 flavors...

• Baskin-Robbins is the world's largest chain of ice cream specialty shops and is based in Canton, Massachusetts. It was founded in 1945 by Burt Baskin and Irv Robbins in Glendale, California.

• The company is known for its "31 flavors" slogan, with the idea that a customer could have a different flavor every day of any month. The slogan came from the Carson-Roberts advertising agency (which later merged into Ogilvy & Mather) in 1953. Baskin and Robbins believed that people should be able to sample flavors until they found one they wanted to buy, hence their famous small pink spoons. The company has introduced more than 1,000 flavors since 1945.

MARKETING STRATEGIESCOMMUNICATION STRATEGY• Baskin Robbins is a youthful dynamic brand and they are open to good ideas. If

there’s a property or event or opportunity that has the potential to capture the fancy of today's generation they are ready to advertise/sponsor. The outlets sport a funky and vibrant look to attract young people.

• In India apart from the sales of ice creams , Baskin Robbins enjoys great patronage among high end institutional clients ranging from the best five star hotels in the country ,to the premier airlines high end retailers corporate parks and campuses , cruise companies the best restaurants and clubs and of late, all the multiplexes , which is fast becoming a separate business channel in this country. Around 35% of their sales are from institutional sales. In the coming years, the brand plans to aggressively penetrate into smaller towns apart from consolidating its present market in the major cities and metros.

Marketing plan- Baskin Robbins Target market

• We have identified that Baskin Robbins uses certain main segmentation bases for dividing their market, namely demographic and psychographic characteristics. Under demographic segmentation, they focus on the income bracket of consumers. Their products are mainly aimed at the affluent with higher disposable income to spend on frivolous luxuries such as premium ice cream. Also probably the most important type of segmentation bases which we consider is the psychographic segmentation. To be attracted to consuming a premium ice cream, consumers need to be part of a particular lifestyle segment. They would be among those who enjoy the luxury and indulgence associated with the brand.

The secondary segment of Baskin Robbins target market is composed of teenagers, young adults and studentsconsisting of both genders and all ethnicities ranging from the ages of 18-24 and 25-30. These individuals would be having active social lives, and it will be an important aspect that this segment of the market enjoys socializing, leisure and entertainment.

Ambiance

• According to the outcome of the research it was made evident that customers were not that pleased or attracted to the current ambiance at Baskin Robbins. It is the quality of the ambiance of the outlet that attracts the customers to enter the outlet and purchase the product. Poor ambiance can result in declining of sales no matter how reputed the brand name is or how good the product is.

Spiderman 3 Campaign

• The summer of 2007 witnessed an innovative tie –up baskin robbins with spiderman 3 movie in India.Baskin Robbins promoted spiderman 3 by means of a creative promotion.This note only added visibility but also enhanced customer interactivity with the brand.The highlight of the promotion was the co branded TVC which was aired on key kids channels. The promotion extended to creating 3 new trendy flavors keeping in tune with the characters of the movie-Web Slinger, Sand Storm and Green Gobbler.The elements of the promotion included posters, standee, cup Design,bags,T-shirts, tags,shelf talker and a spiderman 3 comic free with a every single scoop of ice cream.

PAANCHVI CAMPAIGN

• Baskin robbins successfully captured the attention of the kids by entering into a tie –up with “paanchvi pass” a popular reality show telecast in 2008 by star plus and hosted by Shahrukh Khan. A special “paanchvi pass” flavor was created to make it appealing to the customers and add excitement to the entire campaign. A gift was assured to any customer who walked into the store and purchased “paanchvi pass” flavor and three lucky draw winners got a chance to meet the biggest Bollywood star, Shahrukh Khan. The promotion helped star plus take its message to niche audience to across the country. The activity provided tremendous on ground visibility for Star plus and Baskin Robbins in terms of wall visuals, tent cards, danglers , posters , t-shirts etc… besides ,it got good publicity and generated enthusiasm among the kids.

THE DRONA CAMPAIGNBaskin Robbins has become a attractive partner for production houses

to promote movies better among its target audience- the youth. This is done by means of appealing visuals and colorful displays like banners, posters, standees etc.. Drona a magical adventure movie based on the warrior “ Drona “ tied up with Baskin Robbins to promote the movie among the teenagers. Visual displays for the promotion of the movie using Baskin Robbins as a brand included posters,standees, bags etc… cappuccino nibs was named drona flavor also known as “flavor of magic” to get the touch and feel of the movie. The Drona promotion gives across the country a chance to meet Abhishek Bhacchan through a lucky draw.

MTV ROADIES

MTV roadies- a cult following among youth has now associated with Baskin Robbins for promotion of the program and for the integration of the brand with its content. The promotion makes a lot of sense for both the brands because the target audience of roadies is synonyms with the target audience for Baskin Robbins. The audition promotion was done in selected cities in India were the roadies audition was carried out –Mumbai, Delhi, Bangalore, Kolkata, Ahmedabad, Chandigarh. JTQ- “jump the queue” passes were given to those lucky draw winners who purchased Baskin Robbins ice cream worth Rs 250/- promotion was done through poster, banners, standees and the JTQ passes. Interactive Games during the audition were incorporated which included wild games on centered on ice cream.

THE LOVE STORY 2050 CAMPAIGN

The movie was unique in the sense that for the first time introduced the time machine concept in the Indian film industry and therefore,there was a big hype around the movie.Baskin robbins built on this hype and therefore associated itself with love story 2050.The publicity for the movie was done using posters, standees, banners and shelf talkers.the flavor was called the 2050 flavor with a tagline. The taste of the future is here.The promotion offered a chance to the lucky draw winners to meet the debutant actor Harmen and priyanka chopra and a chance to win a boo { a character of the movie }with a every 2050 flavor.

• 1. Baskin Robbins is a dynamic brand that appeals mostly to the younger generation. The secondary segment of BR's target market is composed of teenagers, young adults and students belonging to the age group of 18-24 and 25-30 years. Hence, the advertising campaigns of BR - such as the MTV Roadies' campaign, Spiderman 3 campaign, etc - are designed in such a manner so as to attract the youth. 

On the other hand, Amul has a slightly wider target market. Besides targeting the youth, Amul also seeks to cater to the older generation. This is evident from its advertising strategies which include title sponsorship of various programmes (Amul Star Voice of India, Amul Master Chef India, etc) which have a vast and varied audience base. 

• 2. Amul adopts a low-cost price strategy to sell its products. The aim of the company is to deliver value for money to its customers by providing quality products at minimum cost. Amul prices its products in such a manner so as to make them affordable to the lower income groups of the society as well. 

BR's products are aimed mainly at the well-off members of the society with a higher disposable income which can be spent on luxurious items such as premium quality ice creams. Only those consumers who are part ofan affluent llifestyle will be able to enjoy, and most importantly, afford the products of such high end brands.BR, unlike Amul, therefore focuses  not on minimising the price of the products but on providing high end, quality products. They are not concerned with lowering the price of the product as they cater primarily to the affluent groups.

• 3. Over the last few years, Amul's advertising philosophy has been "to be simple, fresh and innovative". The advertisements are of immediate relevance, interest or importance, and are in relation to major current events.

In contrast, the advertising strategies of BR are more creative, and are aimed at increasing customer interactivity with the brand. All the major campaigns of the brand sought to promote the brand among its target market by means of various promotional activities such as provision of free goodies, lucky draws, meet-and-greet events with stars, etc. 

4.Amul researches in developing products that are sugar free and hence can be appealing to elder people too.Whereas Baskin Robbins is not rather keen in developing such products as it aims at teenagers and kids mainly and hence is coming up with different flavours that would attract them.

5. Baskin Robbins is still working on brand building whereas Amul is already the biggest food brand in the country. Hence, BR is trying to attract customers to their stores whereas Amul is trying to make its customers use more and more of its products.