1.

INTRODUCTION
1.1 Introduction to International Product
Promotion & Brand Building
Companies develop marketing strategies to build a loyal
customer base, to build relationships with those customers and
to create value for the customer. Effective product and
promotion strategies are essential in making sure your product
is readily accessible in the global marketplace. Special
considerations are necessary when marketing to global
customers such as international issues of technology,
transportation and regulation.
A straight product extension is presenting your product to a
global marketplace without any changes. Some products are
globally known and need no additional product or promotion
changes. People want the product on a global basis, and once
it is made available to them, it is purchased without having to
create any additional marketing or promotion strategies.
Production and promotion adaptation strategies are used in a
global market for a product that may be popular but needs to
be adapted to meet local customs and demand. For example,
customers of less affluent countries may need a product of
similar quality that has been downscaled to be more
affordable to purchase. Technology products must be altered
to meet the specific language of the country being marketed
to.
 1.2 Case study on International Product
Promotion & Brand Building

In todays global market place, brands are central issue in

marketing of today. Brands are a relatively new phenomenon
in international marketing, but branding has existed in
individual countries in a dominant form at least since the start
of the twentieth century. Because they are targeted at the mass
consumer market, consumer product brands are better known
than industrial product or service brands (Bradley, 2005).
Since the earliest times producers of goods have used their
brands or marks to distinguish their products. Brands have
developed over the years in number of significant ways. First,
legal systems like intellectual property (trademarks, patents,
designs and copyrights) have recognized the value of brands
to both consumers and producers.
Companys is trying to influence consumers into buying their
product instead of their competitors products. To do so, they
need to differentiate themselves through branding is very
important. They need to convince the customers that their
product offers a higher value. A strong brand is nowadays
considered a valuable asset (Melin, 2001). Brands are usually
develop within a country and then introduce to foreign
markets as they become accepted through advertising, word of
mouth promotion by visitors, adaptation and strategic
development by the company. Brand extensions in
international markets usually involve: transferring a product
benefit from the competitive advantage of an established
product using a variation of the marketing program and using
an umbrella brand (the organization and all its products are
branded under the same corporate name) to bring a range of
new products to the market and to transfer the success from
one market to another market (Bradley, 2005). International
brands are reassuring to consumers, take advantages of the
enormous and growing promotional overlap between
countries brought about by travel, sports, sponsorship, satellite
TV and so on. Most importantly, international brands provide
companies with coherence to their international activities. In
theory each of these brands should be more ideally adapted to
particular local conditions; in practice the appeal, coherence
and power of competitive international brands makes it
difficult for the local brands to compete (Murphy, 1998). To
brand internationally is to identify and differentiate products
or services consistently across varying cultural, linguistic and
geographic markets.
 2. REVIEW OF LITERATURE
1) Brand Orientation Urde (1999) presents Brand Orientation
as another brand building model that focuses on brands as
strategic resources. Brand Orientation is an approach in
which the processes of the organization revolve around the
creation, development, and protection of brand identity in an
on-going interaction with target customers with the aim of
achieving lasting competitive advantages in the form of
brands (p. 117-118). Brand orientation focuses on developing
brands in a more active and deliberate manner, starting with
the brand identity as a strategic platform. It can be said that as
a consequence of this orientation the brand becomes an
unconditional response to customer needs and wants. This
should be, however, considered carefully given that what is
demanded by customers at any given moment is not
necessarily the same as that which will strengthen the brand as
a strategic resource
2) Aaker and Joachmisthaler (2000) discuss the traditional
branding modelwhere a brand management team was
responsible for creating and coordinating the brands
management program. In this situation, the brand manager
was not high in the companys hierarchy; his focus was the
short-term financial results of single brands and single
products in single markets.
3) FRANCISCO GUZMN (ESADE) (Excerpt from PhD
Thesis Brand Building Towards Social Values: Associating to
Public Goods) THEN AND NOW: FROM BRANDING TO
BRAND BUILDING Then: Branding The central concern of
brand building literature experienced a dramatic shift in the
last decade. Branding and the role of brands, as traditionally
understood, were subject to constant review and redefinition.
A traditional definition of a brand was: the name, associated
with one or more items in the product line that is used to
identify the source of character of the item.
4) (Keller, 1993, 1998) identifies two different approaches to
measuring brand equity the indirect and direct approach.
The indirect approach attempts to measure sources of brand
equity by measuring brand knowledge. Indirect methods can
be further differentiated by using qualitative and quantitative
research methods. The direct approach attempts to measure
brand equity by assessing the impact of brand knowledge on
consumer response.) further differentiates these methods into
comparative and holistic methods.
 3. OBJECTIVE OF STUDY

3.1. To study International Product

Promotion & Brand Building.
3.2. To study the Promotion &
Branding of AMUL.
4. RESEARCH METHODOLOGY
4.1 Data Collection:-
a) Secondary data-The above study is
based on secondary data.The secondary
data is collected by sources of.
-Textbooks
-Magazines
-Newspaper
-Media
-Internet etc.
 5. FINDING ANALYSIS
5.1 Promotion & Branding of Amul
The Gujarat Cooperative Milk Marketing Federation
(GCMMF), the country's largest milk marketing federation,
had a turnover of Rs 5,255 crore during 2007-08 and this
would grow to Rs 6,000 by the end of this fiscal. The largest
milk brand in Asia, today Amul is the largest exporter of dairy
products in the country. Amul is today available in over 40
countries. It is exporting a wide variety of products. The
major markets are the US, West Indies, countries in Africa, the
Gulf region, the Saarc neighbours, Singapore, the Philippines,
Thailand, Japan and China, according to B M Vyas, managing
director, GCMMF. In an interview to Financial Express, Vyas
said, "We have demonstrated that if a level-playing field is
provided, Indian dairy products are successful in the global
market. Growth in consumer pack exports has been creditable
and we have consolidated our exports."

From conventional milk products like paneer and cheese, the

brand has evolved over over time and now caters to the
wellness market as well with its sugar-free and probiotic milk
products. According to Vyas, the company is continuously
introducing innovative products that meet the aspirational
needs of the consumers. Amul has introduced a range of milk-
based products such as flavoured milk, buttermilk, yoghurt,
probiotic products and energy drinks.
Promotion of Amul
Given its wide product portfolio, Amul has stuck to the kind
of promotional activities it does but still has been the number
1 in the market.

Amul Butter has dominated this field, being one of the early
entrants in terms of branding, and pretty much owns the
category. The positioning taken by it is strongly topical, as the
hoardings of the Amul Moppet keep changing to reflect the
changes taking place in the nation.

They have promoted Butter also through various cookery

shows and other such food related programmes to target the
consumers like housewives and chefs.

Their pricing and promotion strategy together have made it

available at food hawkers and stalls on Indian roads only to
gain maximum visibility across all consumer groups.

Product in the marketing mix of Amul

Amul has a very strong product portfolio. Amul product
portfolio is comprised mainly of Dairy products. Amul butter,
Amul cheese and Amul ice cream are cash cows for Amul as
they have the major market share in their product category.
Amul ice cream is amongst the top 10 ice cream brands of
India.

Amul milk, Amul Paneer and Amul Dahi consumption is on

the rise. In fact Amul milk has 26% of market share in the
packaged milk segment. The only disappointing performance
is seen in Amul Chocolates which are a burden for Amul and
lot of push is required for the sales of the same. This is
because the chocolate market has established players like
Parle, Dairy milk and others.

Promotions in the marketing mix of Amul

Amul is responsible for one of the most unique and longest
running outdoor campaign as well as one of the most known
outdoor advertising characters The Amul girl. We would like
to take this opportunity to specially thank Mr Eustace
fernandes, the creative brain behind the sweet girl. But we
should know by now that the Amul girl is hardly sweet or
cute. She is known to be the naughtiest advertising girl ever.
Amul hoardings mainly feature the current news and are used
to take a tongue in cheek viewpoint at current happenings.
However, each advertisement hits the nail on the head.

The promotions of Amul are mainly for butter but for all the
other products there is hardly any promotions. During the
launch of products, Amul is known to go ATL and advertise
milk, butter etc. The Smita Patil ad wherein Smita patil is
shown as a village milk collector is one of the most famous
ads for Amul. But overall, the main advertisement is BTL
through outdoor, trade promotions, discount schemes and
sales promotions.
 6. CONCLUSION
The marketer, irrespective of operation in an urban or a rural
area, gives importance to marketing, its concept and objective
of satisfying consumers with goods and services for a profit.
The four Ps which make up marketing mix are equally
relevant in both the cases. However, the basic difference in
these two segments lies in demographic, socio cultural and
economic environment. A sincere attempt has been made in
this research to examine rural marketing of consumer durables
in terms of its challenges, practices and effective management
of marketing mix which comprises of product, price, place
and promotion in the rural environment of five districts of
Eastern Rajasthan. The findings of the study and suggestions
for the present and prospective marketers keeping the concept
of four aspects of marketing have been given here. This will
help them to device their marketing strategy for the rural
market.
 7. BIBLIOGRAPHY
1) www.wikipedia.com
2) Businesscasestudies.co.uk
3) www.utdallas.edu
4) www.marketing91.com
5) www.firstpost.com
6) www.Amul.com
 INDEX
SR.N PARTICULARS
O
1 INTRODUCTION
2 REVIEW OF LITERATURE
3 OBJECTIVE OF STUDY
4 RESEARCH METHODOLOGY
5 FINDING ANALYSIS
6 CONCLUSION
7 BIBLIOGRAPHY
 INTERNATIONAL MARKETING
INTERNATIONAL PRODUCTION PROMOTION & BRAND
BUILDING
A PROJECT SUBMITTED

TO THE UNIVERSITY OF MUMBAI

FOR THE DEGREE OF

MASTERS IN MCOM

IN THE PARTIAL FULFILLMENT OF REQUIREMENT

OF THE COURSE

(ACADEMIC YEAR 2016-2017)

BY

NAGMA SAYYED
ROLL.N0-29
UNDER SUPERVISION OF

PROF.JHALAK KHADIWALA

DEPARTMENT OF MCOM

HAZARIMAL SOMANI COLLEGE OF ARTS & SCIENCE

SHRI MANUBHAI MANEKLAL SHETH JR.COLLEGE

OF ARTS & SCIENCE

JAYARAMDAS PATEL COLLEGE OF COMMERCE &

MANAGEMENT STUDIES

MUMBAI-400007

DATE-

PLACE-

SIGN OF EX.SUPERVISOR- INTERNAL SIGN OF SUPERVISOR-

 CERTIFICATE

This is to certify that this project report entitled Organisational

Behaviour. Submitted by Miss.Nagma Sayyed in partial
fulfilment of the requirement for the degree of Master of
Commerce (M.com) part 2 (semester 4) is a bonafied research
work completed under my guidance & supervision. No part of
this project has ever been submitted for other degree. The
assistance rendered during the course of the study has been
duly acknowledged.

External Examiner- Internal Examiner-

Date-

Place- Prof. Name-Jhalak Khadiwala

 DECLARATION
Certified that I NAGMA SAYYED of Master of Commerce
(M.COM) Part-2 (Semester-4) have prepared title International
product promotion & brand building under the guidance of Professor
Jhalak Khadiwala Department Of Commerce Bhavans Hazarimal
Somani College, Chowpatty, Mumbai in partial fulfilment of the
requirement for the degree of Masters Of Commerce (M.Com).Their
by no part of this project has ever been submitted any other degree.

NAGMA SAYYED
ROLL NO.-29
M.Com-Part 2
 ACKNOWLEDGEMENT

I would like to thank my college, principal and teaching staff. Big

thanks to our professor Miss Jhalak Khadiwala who have helped me
in making my assignment. She has given her valued time & energy
whenever I needed.
I would like to thank my parents who have helped me while making
my project
Thanks to my friends who have given me their time at the time of
making my project.
To conclude I want to say a big thanks to all who have been a part of
my assignment without you all it was not at all possible.