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

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

Brand Element

Name

URL

Logo

Character / Mascot

Jingle

Tagline/ Slogan

Keller Brand Elements Model

Product Mix of Amul

PRODUCT MIX

CookingCheese Desert Health Drink

•Amul pasteurized processed cheese•Amul cheese spreads•Amul emmentel cheese•Amul pizza mozzarella cheese•Gouda cheese

•Amul ice cream•Amul shrikhand•Amul mithaigulabjamun•Amul chocolates•Amul lassi•Amul basundi

•Amul pure ghee•Amul cooking butter•Amul malaipaneer•Utterly delicious pizza•Mastidahi

•Nutramul•Amul shakti health food drink

PRODUCT MIX

Powder MilkBread Spread Milk Drinks Fresh Milk

•Amul fresh milk•Amul gold milk•Taza double toned milk•Amul liteslim and trim milk•Amul fresh cream •Amul shakti toned milk•Amul calciplus

Amul spray infant milk food•Amul instant full cream powder•Sagar skimmed milk powderr•Sagar tea coffe whitener•Amul dairy whitener

•Amul koolmilkshake•Nutramul energy drink•Amul koolflavouredbottled milk•Amul mastispiced buttermilk•Amul koolthandai.

•Margarine Amul butter•Amul lite•Delicious table

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: Television2. Non Broadcast Media: Cinema- amul.tv.com

3. Print Media: Newspapers, General interest Magazines4. Internet or Social Media: Independent websites, Portals, CSR activities.5. Outdoor Media: Hoarding / Billboards

SWOT ANALYSIS

Technical manpowerDemandMargins

Problem in distributionPerishabilityCompetition

Flexibility in marketExport potential

Milk vendorsCompetition

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.

Reliable

Traditional

Healthy

Sporty

Youthful

Family Oriented

Cultural

Cheerful

Ethnic

Fun Loving

Brand Mantra:Youthful

Cheerful

HealthyReliable

Fun Loving

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

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

Thank You