Amul Group7
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Transcript of Amul Group7
ANALYZE THE BRAND IDENTITY AND PERSONALITY OF A BRANDGroup 7
AMUL
An Indian Company, which has earned a Guiness World Record for the longest running ad campaign in the world
It is now a 3.2 billion USD Co-operative
Till date produces 6 ads/week
312 ads/year
AMUL Formed in 1946 as a dairy co-operative movement, Kaira
District Co-operative Milk Producer’s Union
The brand AMUL means Amulya or Priceless
The company was started in 1946 and was used to collect 250litres of milk and today it boosts of collection of 10million litres/day
In 2013, Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report, published by Trust Research Advisory.
GCMMF (AMUL) has the largest distribution network for any FMCG company.
Largest cold chain network
DOES THE AMUL’S ASSOCIATION WITH WHITE REVOLUTION IMPACT YOUR PERCEPTION OF THE BRAND?
WHAT DO YOU THINK DOES AMUL MAKE??
PRODUCT PORTFOLIO
PRODUCT PORTFOLIO
Product-Width
The width of a product mix refers to the total number of different products in their offering
Example:
The total number of items are 8. ( bread spreads , cheese , desert, cooking, health drink, milk drinks, powder milk & fresh milk)
Product-length:
The length of a product mix refers to the total number of items in the particular category
Example:
The total Length of Amul’s Product mix is 44
The Total width of Amul’s Product mix is 8 ( No of lines)
Hence the average product length is ( Total Length / Number of lines) = 44/8 is less than 6
DEPTH OF THE PRODUCT LINE
Microsoft Office Word Document
LEVERAGING BRAND NAME AND GOING FOR LINE EXTENSION
Line stretching:
Every company’s product line covers a certain part of the total possible range. Line stretching occurs when a company lengthens its product line beyond its current range. The company can stretch its line down market, up-market or both ways.
Example : Amul is now aggressively adopting the down market stretch by introducing CHHOTA AMUL, Priced at Rs. 5 to take advantage of the Bottom of the Pyramid
BRAND AWARENESSThe six- year old girl still lure people to Amul.
Its build “Not as a product but as a movement”Core Values:
• To provide remunerative returns to the farmers.
• Give the best quality product to the consumers.
• Best possible price- “Amul in Sanskrit signifies “Priceless”
•Every 4 out of 5 people know about Amul Brand
•Every 3 out of 5 people know that Amul makes cheese spread and flavored milk
•Every 7 out of 10 people know about its cheese, Gouda and Cream
WHAT MAKES AMUL AN ICONIC BRAND?
WHAT DO YOU THINK ABOUT THE PERSONALITY OF THE BRAND?
IS IT LOCAL OR GLOBAL?
AMUL (THE TASTE OF INDIA)
Export to 37 countries worth 150 crore (US$23 million)
The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China, and others such as Mauritius, Australia, Hong Kong and a few South African countries.
Has strategic partnership with Walmart to sell Amul’s product like Gulab jamun, Veg Cheese, etc directed towards Indian community
POP & POD
PackagingSKU’sPrice
Wide range of Products to choose fromSupply ChainState of Arts Facility (Fully Robotic Operated)AdsReputation
CUSTOMER BASED MARKET SEGMENTATION
BRAND ELEMENTS
Name
Message
CharacterAds
Jingle
KAPFERER’S PRISM FOR BRAND IDENTITY
PersonalityIndian, Simple
Culture:Co-operative, Sharing
Self-Image:Proud Indian, Fun loving
Reflection:Value Oriented
Relationship:Sociable
Physique:Taste, Quality
To what extent is the physique and personality conveying the brand identity?
VIDEO: HTTP://WWW.AMUL.COM/
Q) HOW WELL DO YOU CONNECT WITH IT VIS A VIS PARENTS?
Q) DO YOU FEEL THE AMUL GIRL SHOULD CONTINUE? OR THEY SHOULD REVAMP IT LIKE ASIAN PAINTS DID WITH GATTU?
HTTPS://WWW.YOUTUBE.COM/WATCH?V=UUBGNXYOCL4
Amul’s Kool TVC- Mauls the brand
Are consumers bored of the polka-dotted dress wearing girl?
Do the kids from the new generation who don’t want to have anything to do with the brand.
how the brand has great brand recall scores and could be extended to a drink for hip teenagers who go to Dubai and get off on sand dunes?
DOES AMUL LINKAGE WITH AMUL MACHO INNERWEAR HAMPER ITS
TRADITIONAL IMAGE?
HAVE THEY BEEN SUCCESSFUL IN KEEPING THE BRAND SEPARATE FROM
TRADITIONAL AMUL BRAND?