Amul Lactose Free Milk

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“ A glass of Milk in morning, discomforts the whole day at school?”

“ Try Amul “

2. For youth, professionals , mid-aged : Provide Amul Milk as a “Experts Choice” for easy-digest Milk / We have early mover’s advantage

“Expert’s opinion

The Best Milk to digest “

“Stopped having Milk because of Indigestion? “

“ Try Amul LactoseFree – Easy digestion with same taste and nutrition”

We offer same ‘Value-Based Story’ – Communicated in different ways

PROMOTION

Core Focus : Mass Media + Free Sample Distribution + B2B

Product promotion will be done for both B2B and B2C platforms.

Through B2C : we target and promote our product to Mothers and persuade them to buy Amul Lactose-free Milk to feed their toddlers or children, reason being easy digestion.Through B2B : we target and promote our product to students and working professionals, and persuade them to buy the product.

B2B : Tie-ups with coffee shops like CCD to promote Lactose-free coffee made from Amul milk.

B2C :

1. TVC (targeted to mothers/parents)

Kid says Milk makes me sick in school. Mom gives AMUL to ease Milk digestion for the kid. (problem solver)

2. Newspaper Ads & inserts (mothers/parents)

“ A glass of Milk in the morning discomforts the whole day of your kid in school? “

“Try AMUL Lactose-free”

3. Free sample distribution & product trial (generate curiosity and interest)

Dairies ; Modern-markets ; Hyperlocal Online platforms ; Events

4. Health Magazines For health conscious and nutrition seekers

5. OOH – Hoarding with Amul Girl and Doctor Creative suggesting Experts Advice

6. Tie-up with Health & Nutrition websites / Hyperlocal Grocery websites to provide free samples and deals

Ex : BigBasket.com , Naturesbasket.com

Deal example : 250mL tetrapack sample free with any other amul product

7. Social Media & Blogging – Brand-awareness & educating customers

(fb / twitter / youtube)

Content Marketing over “Lactose-intolerance” and “Amul Lactose free Milk – easy to digest”

Content – Right dairy products to lactose intolerant people ; Creative and fun recipes ; How to increase tolerance, Tips, etc ..

8. In-store promotion

Posters pasted at :

Kid’s Clinics ; Diaries ; Gyms ; Supermarkets ; Grocery stores

9. Tie-ups with Events – for Media attention & positive perception

Health and fitness events to promote the brand awareness and coverage

PLACEMENT

1.Free Sample distribution & product trial ( To get entry into households and create awareness, curiosity )

2.Dairies

3.Grocery stores

4.Modern Retail & supermarkets

5.Online marketplaces & hyperlocal platforms : BIgBasket.com

6. College canteens and cafeterias

7. Gym cafes

Creative Used :

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