amul

7/17/2019 Amul

http://slidepdf.com/reader/full/amul563db8ce550346aa9a9720f1 1/40

Group 2

Brand Audit of Amul by :

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IntroductionAmul, formed in 1946, is a dairy cooperative,

based in Anand, Gujarat!stablis"ment of Amul #as mar$ed as an epoc" in

t"e %"ite &evolution

'ar(est food brand in India ) #orld*s 'ar(est+ouc"ed il$ Brand

+roduct +ortfolio - Bread -preads, il$ .rin$s,/res" il$, +o#er il$, 0"eese, .esserts

ar$et leader in ("ee and butter #it" 3mar$et s"are

-ymbol of "i(" uality products sold atreasonable prices, of availability, of service

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Introduction 50ontdBrand name of 2 million farmers, members of 17,777

villa(e dairy cooperative societies t"rou("out Gujarat

+ositioned itself as 8aste of India, consistentcommunication campai(n ) brand strate(y for t"epast 67 yrs

&eco(ni;able mascot Amul (irl< ) ta(line =tterlyButterly .elicious Amul><

Amul?s advertisin( and mar$etin( spend "as nevere@ceeded 13 of its revenues

Buttressin( -tren(t"s: .istribution ) valueformoneyseem to be t"e major stren(t"s on #"ic" t"e brand?s

popularity rests

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Brand +ortfolio

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Brand Hierarchy

(The hierarchy goes down stating many more brands, but wehaven’t included here, as it was turning illegible.)

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Level Of

Competition

Butter Ice- creams Milk Chocolates

+roduct formot"er .airy,ita .airy,Come madebutter

D#ality %alls,ot"er .airy,0ream Bell

ot"er .airy,ita .airy,D#ality .airy

Eestle,0adbury, 'otte

+roductcate(ory

Eutralite, 'eBon, Britannia,Eestle, Dissan

Bas$in &obbin,

Gyanis, Eirulas,Caa(en.a;s,0oco Berry

Eestle,

Britannia5condensedmil$ , Favouredmil$) +o#deredmil$

Cers"ey, ars,/errero

Generic/rito 'ay, C=' /rito 'ay,

BritanniaEestl, C='

Bisleri, 0o$e,

+epsi,Din(Hs"er,Eescafe

/rito 'ay,Britannia,EestlC='

Bud(et0"ocolates,/ast food, Ice

creams, ideo&entals

Bevera(es, /astfood,

0"ocolates,ideo &entals

Britannia, ideo&entals, Ice

creams, /astfood

Bevera(es, /astfood, ideo&entals, Ice

creams

n erstan ng eve s oCompetition

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Understanding the Customer(!"#

Young Nation – have to meet the ever-increasing nutritionalneeds of the new old generations

egmentation is not so easy because of mi@ed audience ) variousculinary application of Amul products

Eevert"eless, se(mentation can be done as follo#s:

a 0ustomer based: Dids Amul Dool, 0"ocolates, Eutramul %omen Amul 0acliJ Kout" il$ s"a$es, 0af, 0"eese, .esserts 0alorie conscious Amul 'ite, rim mil$, Amul -"a$ti

b Industry based: il$ Ice cream manufacturers, &estaurants, 0oLee s"ops ButterMG"eeM0"eese Ba$ery, -nac$s retailers, +i;;a joints

!argeting 0oncentratin( eually on endusers as #ell as t"e t"irdparties involved in supply c"ains Amul "as particularly identiHed yout"<as one of its potential se(ments %or$in( to#ards t"is aspect, it "as come

up #it" Amul parlours in cities

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"ositioning A mass mar$et player, no premium oLerin(s

=-+ Nuality #it" aLordability Amul as aste of India< creates value for money for bot" t"e

dairy farmers and t"e customers

Ee# oLerin(s for "ealt" conscious ) vibrant India +robiotic icecreams, su(ar free deli("ts, Amul Dool 0af etc

Understanding the Customer (!"#(Contd$$#

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Brand !lements

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Brand !lements 50ontd "e Brand Eame: 8Amul,8 is t"e acronym of Anandil$ =nion 'imited, comes from t"e -ans$rit8Amoolya,8 meanin( +reciousM+riceless It #assu((ested by a uality control e@pert in Anand

"e 'o(o:

"e a(lineM-lo(an: "e taste of India<

"e Oin(le: =tterly, butterly, delicious P Amul

"e 0"aracterMascot: "e Amul moppet "as beent"e mascot of Amul since 196Q, sportin( a youn((irl in red pol$a dot froc$ #it" R=tterly butterlydelicious? jin(le

"e =&': ###amulcom

http://www.amul.com/

http://www.amul.com/

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Brand Buildin(

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"%O&UC!

• +asteuri;es mil$ ) producescondensed formsS focused on dairy

se(ment

• otal len(t" of Amul?s product mi@ is42S %idt" is

• +ortfolio: Butter, il$, il$+o#der,G"ee, 0"eese ) -preads,0"ocolates, .esserts ) so on

• Been innovative ) introducedproducts for speciHc customerse(ments

"%IC'

/ollo#s a lo#cost price strate(y Nuality#it" ALordability 5core essence of Amul

otally mar$et oriented pricin( strate(yto appeal to common masses

G0/ sets up pricin( model ) considerscost aspects: 0ost of mil$, 'abour cost,+rocessin( cost, +ac$a(in( cost,Advertisin( cost, ransportation cost,

-ales promotion costs, a@es etc

Marketing Mi ) *"s+

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"L,C'

"%OMO!IO

• 0overs 241 million producer members #it" mil$collection avera(e of 7 million litresMday

• CM. /armers illa(e 0ooperative -ocieties50- anufacturin( units 0ompany .epots

%"olesale .istributors &etailers

• Market Logistics.

– 17777 villa(e cooperative societies

– U677 #"olesale distributors, 4 depots inIndia

– Vver ,77,777 retailers spread all over India

• Amul "as entered overseas mar$ets suc" asauritius,=A!, =-A, Ban(lades", Australia, 0"ina, -in(apore, Con( Don( etc

Amul oppet, little (irl S created a "ome in"earts ) minds of millions of Indians

A=' promotes its products t"rou("ne#spaper, , "oardin( etc

(Contd$$#

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-ource

s ofBrand!uity

+roduct

-trate(y

.istribution -trate(y

+ricin(-trate(

y

0ommunication-trate(y

• /irst overadvanta(e

• ar$et 'eader•

=-+ taste

• Eet#or$ of U77.istributors

• 77,777 retail outlets•

Amul +arlors, 0yberstores

• 'o# costaLordable

• Ci(" uality•

'on( timesurvivors

• Vutdoor edia• Broadcast edia

• Internet

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0ommunication -trate(y

"e Bi( Idea of Amul centers around t#o basic t"emes "ecore idea based on t"e concept of delicious taste, andconseuently, a ne# idea t"at focuses on "avin( a taste of

everyday life across all its campai(nsIt basically brin(s out t"e ability to Rlau(" at yourself? and at

t"e problems around you

Amul tries to vie# common situations #it" a diLerentperspective, a "umorous outloo$ on all t"e controversies and

issues of a common manRs life and as suc", it connects tot"e public t"rou(" its mascot "e Amul =tterly Butterly Girl

"e Amul (irl #as born as a rival

to t"e +olson butter (irl

"e bi( Idea of Amul

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"e bi( Idea of Amul

"e =tterly Butterly campai(n involvin( t"e Amul (irlstarted #ay bac$ in 196Q

-ince t"en, it "as been t"e lon(est runnin( Ad campai(n

Eo# preparin( to enter into t"e Guinness boo$ of #orldrecord for its lon( race

"e slo(an "as al#ays been *=tterly Butterly .elicious*

"e bi((est success of t"e campai(n lies in t"e fact t"at noparticular time or period could "ave fro;en t"is c"aracter It

does not belon( to an era It "as moved alon( #it" timereactin( to t"e ne# events t"rou(" time

"e ma(ic of t"e idea lies in t"e "umor t"at anybody #ouldenjoy "e Amul ads don*t pander to one?s nationality orcertain sentiments It is pure and simple, everyday fun

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Vutdoor edia: Coardin(sMBillboards

0ommunication -trate(y

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+rint edia : Ee#spapers, General Interest a(a;ines

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Broadcast edia: elevision

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Amul

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Internet : Independent

#ebsites, +ortals

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Amul ) -econd lifeAmul "as set up its virtual

production facility in -econd 'ife

Amul "as bou("t ei("t islands, eual to 167acres of virtual land, in -econd 'ife to set up asimulation of its production and distributionfacility

"e objective be"ind launc"in( a virtual setupis to demonstrate its functionin( to t"econsumers, and e@periment #it" any c"an(ein t"e production or distribution system

virtually before e@ecutin( it in t"e real #orld

everag ng econ ary

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ana(ed by an ape@ cooperative or(ani;ation, Gujarat

0ooperative il$ ar$etin( /ederation 'td 5G0/• Amul is t"e brand name of 2 million farmers,

members of 17,777 villa(e dairy cooperativesocieties t"rou("out Gujarat

• G0/ ensures t"at product mi@ ) ne# product

introduction is consistent #it" t"e core p"ilosop"y ofprovidin( mil$ at a basic, aLordable price

&istri/ution Channels -oul of Amul -a(a

• 0ollects 44Q,777 litres of mil$ from 212 million

farmers everyday• .elivers (oods #ort" &s 6 crore to over ,77,777

retail outlets across country

• Aim is to transform lives in rural India ) contributeto development of society

everag ng econ ary,ssociations

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Mascot 8Amul baby8 5a c"ubby butter (irl dressed in

pol$a dotted dress A Rpun? lovin( star #it" "er bold ton(ueinc"ee$ topicals made #ay directlyinto t"e "earts of millions

/ound "er #ay directly into t"e Guinness Boo$ of %orld &ecords for t"elon(est runnin( campai(n ever

+layin( t"e role of a social observer, its #ee$ly comments "ave tic$ledIndia?s funny bone since 196Q

Amul?s consistently been into sponsors"ips associated itself #it" "i(" &+s"o#?s li$e: -urab"i 51997?s, .oordars"an -tar oice of India 5277Q, -tar aster 0"ef India +roud sponsor of Indian Vlympic team for t"e year 2712

0onducts various contests: 0"ef of t"e year Amul a"arani of t"e year Amul /ood /estival 0ontest -lo(an li$"o, .isneyland de$"o contest Amulya /ly to Ban($o$ contest

,ssociations

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+rimary &esearc"and /indin(s

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.emo(rap"icsEo of &espondents: 177

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Amul?s ratin( on diLerent

parameters

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parameters

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A0C

A='

VC!& .AI&K

B&IAEEIA

B&AE.IAG!

177 3 of our respondents #ere able to identify t"e Amul butter

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B&AE.'VKA'K

012

132

3*2

No, I will search for the AMUL Butter( Mera walaButter)

Hmmm Will try to search, if not then any butter

I will Buy any Butter, It really oesn!t matter

If Amul butter is out of stoc$W

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B&AE.

+!&-VEA'I K

0ulture Vriented

raditional

/amily Vriented

Kout"ful

Cealt"y

&eliable

/un 'ovin(

0"eerful

73 173 273 U73 473 73 673 Q73

223

2U3

4U3

463

23

3

673

63

Brand "ersonality

If Amul #as your friend,

#"at traits #ould "eMs"e"aveW

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0"eerful

/un 'ovin(

/amilyVriented

Kout"ful

Cealt"y

&eliable

0ultureVriented

raditional

!EA' A+

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+ " y s i 4

u e

+ e r s o n a l i

t y

& e l a t i o n

s "

i p

0 u l t

u r

e

- e l f

I m a ( e

& e F e c t i o

n

Brand+rism 0o

Vperative,-"arin(

/ u n ' o v i n ( ,

+ r o u d

I n d i a n

aste,Nuality

Gre(arious, /riendly

B a l u e

o r i e n t e d

- i m p l e , I n d i a n ,

ources o ran u ty

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alienceBrand recall, stron( distributor net#or$, a#areness, ran(e of products,

pac$a(in(

Imagery

raditional, +ure,Eatural, /res"

"erformance

0onvenient, #idelyavailable, reliable,

satisfaction, value formoney

4eelings rust#ort"y,

/un,!@citin(

5udgments

Nuality, productfor every class,

credibility,innovative

%esonance'oyalty, 0onnect#it" customer,

Attac"ment

ources o ran u ty+yramid

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Brand6Category 'tension

'aunc" of ne# products li$e: Amul +&V alt based food

Amul /laavyo /ro;en .essert

Eutramul alt based drin$

Amul +rolife +robiotic .a"i

Amul /laavyo yo(urt +robiotic yo(urt

Amul -tamina !ner(y .rin$

'ocalised products li$e:

Amul -"ri$"and, Amul Basundi

Amul 'assi

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Channel 'tension o reac" out its consumers more directly and let

t"em "ave t"e total brand e@perience, Amul "ascome up #it" an e@tensive net#or$ of 6777

outlets in t"e follo#in( format:Amul +referred VutletsAmul Icecream +arlourAmul &ail#ay -talls

Amul Dios$s in /ood courtsM 0inemas0af Amul

Amul cyber store

Icecream cyber store

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%"at more can Amul doW

0an introduce +roteins -"a$es (oin( a"ead#it" t"eir strate(y to meet needs of emer(in(mar$et se(ments

0an introduce Bread #ill complement rest oft"e products in t"e portfolio %ill try toincrease t"e usa(e occasions of Amulproducts

0an come up #it" su(ar free c"ocolates andmit"ai ran(e

0an introduce its o#n ran(e of mil$ coo$iesand biscuits

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