GCMMF is India's largest food products marketing organisation clocking a turnover of US$575 million in 2002 to '03.
The company's latest offensive is a television campaign to launch Amul Fresh Cream in T etra Paks across the country.
The objective behind the new commercial, according to R S Sodhi, GCMMF's head of marketing, was to communicate a variety of interesting ways in which Amul Fresh Cream could be used, in addition to highlighting other benefits such as "a hygienic, good product offering convenience".
This campaign will be limited to television, said Sodhi. The product has been in the market for about nine months, with GCMMF undertaking extensive retail level initiatives to drive awareness.
"We select one product and celebrate its birthday," said Sodhi of the initiative in which different products are highlighted on selected days each month.
Sales teams visit retailers, offer sweets and garlands, decorate the outlet and display Amul products.
The company has segregated its distribution network into four categories -- ambient, chilled, frozen and fresh -- based on specific product storage requirements.
The universe of Amul outlets selling ambient products is 500,000; 150,000 of the outlets distribute Amul Fresh Cream, said Sodhi.
The packaged fresh cream segment has seen very little action over the past few years, with a handful of brands such as Vijaya and Ajanta having limited presence.
Affordability, which has been the mainstay of Amul's offerings is crucial to expanding the consumer base for its fresh cream offer as well, said Sodhi. He declined to offer adspend levels, but added: "We spend not more than one per cent of our sales on advertising.
"We expect any new product to touch at least $11 million within two years of launch."
Amul's advertising is handled by Da Cunha Associates, a Mumbai-based agency which is known for its outdoor campaign for Amul butter. The outdoor billboards for Amul butter have become landmarks across the country, and change regularly to comment on topical events in sports, politics and entertainment in India.
However, Sodhi said there was less product-specific advertising for Amul today, and most its products are featured in the company's 'Taste of India campaign'.
"We believe in umbrella advertising. Amul is the market leader in the organised ice cream category, with a 30 per cent share, followed by Hindustan Lever's Kwality Walls (eight per cent), Mother Dairy and Vadilal at roughly seven per cent each, and a host of smaller and regional brands.
Dairy brand steps up pitch for entire range
Amul, India's leading dairy products brand from the Gujarat Co-operative Milk Marketing Federation (GCMMF), is stepping up marketing activities to promote its entire product range, including packaged milk, butter, ice cream, cheese and fresh cream.