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4Ps of AMUL

1. Product
They identify AMUL by three things: 1. Color, 2. Visuals of animals and birds and 3. Numbers. So a 555, 777, pila makhan, pila dabba, saphed, pilla, lal gola are the kind of terms with which they identify brands. Hence it is very important for us to understand that a lot needs to be done in terms of communications, media, marketing and branding. There are a number of cases which suggest that to sell brands in the rural market, it is necessary to simultaneously educate the consumers The following have to be kept in mind while the marketer makes a decision on the product. 1. The product for the rural markets has to be simple, easy to use and provide after sales service or maintenance. 2. The product has to be packed for low price and convenient usage. 3. The pack has to be easily understood by the rural consumer. The information on the pack is preferred in local language communicating the functional benefit of the product.

2. Pricing
A rural customer is price sensitive and shops for value. This is mainly because of his lower income levels than his urban counterparts. Hence the marketer has to find ways of making the product affordable to the rural consumer. Banks offer loans for tractors, pump sets, television sets and so on to make the product affordable to a rural consumer. 1. Low cost/cheap products this is a common strategy being adopted widely by many manufacturing and marketing men. Price can be kept low by small unit packings. 2. Avoid sophisticated packing Simple package can be adopted which can bring down the cost as it is presently being done in the case of biscuits. Some innovation in packing technology is very necessary for rural markets.

3. Refill packs/reusable packaging such measures has a significant impact on the rural market. By such technology also the price can be reduced. In addition the packaging material used should preferably lend itself for reuse in rural areas.

3. Placement or Distribution
Distribution of products is one of the biggest challenges of rural marketing. There are CWC (Central Warehousing Corporation) and SWCS (State Warehousing Corporations) set up in rural areas to store and distribute products. There are some problems of rural distribution:

Transportation has not been fully developed. Storage of goods in rural areas is also a problem for the marketers Availability of suitable dealers. Lack of proper channels of communication like telephone, postal services, and so on pose a lot of problem to marketer to service the retailer as it is difficult to the retailers to place order for goods. Multiple tiers push up the costs and channel management is a major problem for marketers due to lot of middlemen in the process. Poor viability of rural outlets. There are a lot of private shops in the rural sector.

4. Promotion
Communication to rural consumer is through organized media. More number of rural consumer listen to radio and many go to cinema. Rural communication can be through Conventional media or through a nonconventional media. The most common conventional media include: Print, Cinema, Television and Print. The Non-conventional media include: Theatre,Posters, Haats and Melas.The conventional media have excellent reach, less expensive and create a better impact. But at the same time, it is not customized to each village and also offers unnecessary coverage at times. Low literacy rates, culture, traditions, rural reach, attitudes and behavior are the other problems in rural communication. An effective promotion should plan for a proper mix of media. Hence, talking to the customer in a language known to him, advertising the functional benefits and demonstrating the product go a long way in capturing the rural market.

POSTERS USED TO PROMOTE AMUL

Latest T.V. campaign of a leading Cellular Company

Amul's Umbrella Branding and Distribution network strategy.


An umbrella brand is a brand that covers diverse kinds of products which are more or less related. It applies also to any company that is identified only by its brand and history. It is contrasted with individual branding in which each product in a portfolio is given a unique identity and brand name. Amul has high brand equity and umbrella branding of Amul has helped the company in bigger sense. Amulss brand name has helped its other brands also like Mitahi made, Amul Ice creams, chocolates, Amul Kool etc. So umbrella Brand, Amul is used to build and offer value to customers in bigger sense. In literal sense, a company has high brand equity if it has multi dimensions. Amul has explored various available opportunities to reach to mass customers. It has opened a community on public forums like orkut, sponsored events like Amul voice of India etc. The brand value of Amul will surely help company to maintain the status of largest food brand in India at least for sometime in future. Amuls strategy of using umbrella branding has really paid off. Amuls advertising and marketing spend has never exceeded 1% of its revenues.