USE OF SOCIAL AND POLITICAL NORMS IN INDIAN SOCIETY FOR CO-OPERATIVE BRAND PROMOTION

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USE OF SOCIAL AND POLITICAL NORMS IN INDIAN SOCIETY FOR CO-OPERATIVE BRAND PROMOTION

Type: Bachelor thesis
Title: USE OF SOCIAL AND POLITICAL NORMS IN INDIAN SOCIETY FOR CO-OPERATIVE BRAND PROMOTION
Author: Kanwar, Shailja
Issue Date: 2017-08-31
Keywords: Social and political norms
Dairy co-operatives
Consumer Psychology
Media
Indian society
History of Diary in India
Billboards
Product Promotion
Bollywood
Advertising
Mother Dairy
Abstract: The competition among different corporations in the open market is intense. Companies are engaging in developing interesting advertisements that are not only appealing but also convincing. Amul India, is one such company that markets its products very well. Amul is ranked as the number one dairy producing companies in India, but how does Amul maintain that position? It’s the unique nature of Amul’ advertisements that successfully stimulate the sales of the company. Amul started as just a dairy co-operative and now it is not only the biggest initiative in India but it is also getting national and International recognition. Amul is known for using its politically and socially crisp advertising. Correspondingly, a lot of its TV commercials touch upon the cultural and social values of India. Studying the uniqueness of ‘Amul India’ advertisements can prove to be of great importance in marketing. There are ample theories and techniques that teach the essentials of a good advertisement but studying what makes ‘Amul’ unique in its advertisements will give a chance to the other corporations to learn from it. More importantly, Amul’s understanding of Indian society and its use of that understanding to create very successful marketing can be used to gain knowledge on how to market in India successfully. Why Amul?: Amul India is the best-selling dairy co-operative in India has maintained its position for a long time. They have an intimate understanding of Indian culture, which allows them to be so successful.Most importantly it is one company that works for the people by the people unlike other companies whose main objective is to main profit and care a little about the welfare of the people.
Supervisor: Sunderason, Sanjukta
Faculty: Faculty of Humanities
Department: South and Southeast Asian Studies (Bachelor)
Specialisation: BA South and Southeast Asian Studies
ECTS Credits: 10
Handle: http://hdl.handle.net/1887/53289
 

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