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Company profile

• Formed in1946,is dairy co-operative movement in India.

• A brand name managed by Gujarat Co-operative Milk Marketing


Federation(GCMMF)

• Jointly owned by 2.6 million milk producer in Gujarat.

• Spurred the white revolution of India, which has made India the largest
producer of milk and milk product in the world.

• Overseas market Mauritius, UAE, USA, Bangladesh, Australia.

• Dr. Varghese Kurien former chairman of GCMMF the man behind the success of
Amul.
BRAND ELEMENTS
Name
Character
/ Mascot Logo
Brand
Element
URL Tagline/
Slogan
Jingle

Keller Brand Elements Model

1. Brand Name: “Amul” is the acronym of Anand Milk Union Limited.


2. The Logo:
3. The Tagline / Slogan: “The taste of India”
4. The Jingle: Utterly, butterly, delicious…..Amul.
5. The Character / Mascot: The Amul moppet has been the mascot of Amul
since 1967, sporting a young girl in red polka dot frock with 'utterly butterly
delicious’ jingle.
6. The URL: www.amul.com
Product Mix of Amul
PRODUCT MIX

Cheese Cooking Desert Health Drink

•Amul •Amul pure ghee •Nutramul


•Amul ice cream •Amul shakti
pasteurized •Amul cooking •Amul shrikhand
processed butter health food
•Amul drink
cheese •Amul malaipaneer mithaigulabjamun
•Amul cheese •Utterly delicious •Amul chocolates
spreads pizza •Amul lassi
•Amul emmentel •Mastidahi •Amul basundi
cheese
•Amul pizza
mozzarella
cheese
•Gouda cheese
PRODUCT MIX

Bread Spread Milk Drinks Powder Milk Fresh Milk

Amul spray •Amul fresh


•Margarine •Amul
infant milk milk
Amul butter koolmilkshake
food •Amul gold
•Amul lite •Nutramul
•Amul instant milk
•Delicious energy drink
full cream •Taza double
table •Amul
powder toned milk
koolflavouredb
•Sagar •Amul liteslim
ottled milk
skimmed milk and trim milk
•Amul
powderr •Amul fresh
mastispiced
•Sagar tea cream
buttermilk
coffe whitener •Amul shakti
•Amul
•Amul dairy toned milk
koolthandai.
whitener •Amul
calciplus
Mix… Product for every one

• Amul never forgot its “primary


customer”
- Amul collects 447,000 ltrs of milk
from 2.12 million farmers (many
illiterate)

• Product for youth


- Amul launched Chocolate milk under
brand
name of ‘Amul Kool Koko’ targeting the
youth

• Product for diabetic people


- India’s First Pro-Biotic Wellness Ice
cream &
Sugar Free Delights For Diabetics
Mix… Product for every one
• Product for the health
conscious
- Amul Launched “low fat, low
cholesterol
bread spreads”

• Product for the price


sensitive India
- Low Priced Amul Ice Creams and
affordable ‘sagar’ whitener

• Product for the urban class


- Amul launched emmental,
gouda and pizza mozzarella cheese
Amul – Integrated Marketing Communication

Communication Strategies: Amul mainly uses indirect action advertising to create a


long term relationship with the consumer & never adopted aggressive selling
practices.

Mainly two type of communication strategy was adopted by Amul.

1. Consumer Advertising

2. Institutional Advertising
Amul – Integrated Marketing Communication

Media Platform: Amul has used following medial platform for creating a high brand equity.
1. Broadcast Media: Television
2. Non Broadcast Media: Cinema-
amul.tv.com

3. Print Media: Newspapers, General interest Magazines


4. Internet or Social Media: Independent websites, Portals, CSR activities.
5. Outdoor Media: Hoarding / Billboards
SWOT ANALYSIS

Technical manpower Problem in distribution


Demand Perishability
Margins Competition

Flexibility in market Milk vendors


Export Competition
potential
Mental Map to Brand Mantra

• Mental Map: A mental map is generally a visual depiction of the core


brand association. From this mental map we will define the brand Mantra.
Brand mantra for Amul butter is given here.

Healthy Cheerful

Reliable Cultural

Traditional Ethnic

Sporty Family Oriented

Youthful Fun Loving

Brand Mantra:
Youthful

Fun Loving Cheerful

Reliable Healthy
Brand Values & Brand Equity

• Brand Values: The core values of the company are: To provide remunerative returns
to farmer, give the best quality product to consumer, and the best possible price.

Sources of Brand Equity:

• Not only the core values Core team associated with the brand is still the same
helped them maintain consistency in communication.

• Strategy of Umbrella branding has also helped established the brand firmly.

• Amul’s utterly butterly campaign is the longest running campaign.

• Playing the role of a social observer through its weekly comments amul girl.

• Taste of India tagline is in line with their positing strategy.


Are we alike or different
 Points of parity
 Product itself
 Packaging (Size)
 Cost

 Points of disparity
 Quality
 National Presence
 First mover
CBBE Model
CBBE Model

 Brand Salience
 Amul – Butter
 High Awareness level of the brand

 Brand Performance
 Easily Available
 Rich Taste & Aroma
 High nutritional value

 Brand Imagery
 Ethical
 Family
 Cheerful and fun loving
CBBE Model
 Consumer Judgments
 High quality, Superior & Credible

 Consumer Feelings
 Emotional Attachment
 Patriotic sentiments

 Consumer Brand resonance


 Low involvement product – Yet Brand loyalty
Thank You

Presented by :
Punit Bhandari (34)
Sandeep Nayak (41)

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