Read the case given below and answer the questions given at the end.

CASE STUDY – I

Amul is one of the pioneers in using political satire in its outdoor advertisements- so much so that people often look forward to see the next billboard and chuckle when they see the topicality of the newest light hearted satire which they put up.The satire is always very lighthearted and rarely they had a PIL or angry responsesBy cornering this unique method- of humour in outdoor advertisement for so long- they have been able to eke out a unique communication positioning which others find daunting to replicate-and hence this model has endured through decadesThe result of this unique positioning is that Amul also does not invest heavily in other forms of communication. For instance you would have seen many TV advertisements for Cadbury chocolates or different brands of ice-cream- but Amul TV advertisement spots are rare.They also coined a very successful byline called Amul-the taste of India‘ which was extensively promoted in its outdooradvertisement campaigns and also product packsAmul tried other media options for promoting its pizza but the product and the campaign bombed in a big way Now assuming you are the new marketing manager for Amul and there is a plan to introduce a line of frozen ready-to-cook party snacks.

1. What will be your advertisement and communication strategy
2. Why do you think the campaign for ready to eat Amul pizza failed to bring in buyers –and what remedial actions you will take so as to avoid a repetition of the fiasco.