O b j e c t i v e O f T h e S t u d y

Identify all brand elements (logos, symbols, characters, packaging, slogans, trademarks) Identify the inherent attributes of the product/idea/service (pricing, communications,

distribution policies, other relevant marketing activities) P rimary Customer Research: Qualitative and quantitative research with

designated market segments to uncover customer perceptions about Amul products, build Amul products pyramid and identify any obstacles for strengthening the brands relationship with the stakeholders.

P o i n t O f P a r i t y ( P O P S )

The point of Parity include convenience, ready to use, hygiene, lifestyle, salty etc.. P o i n t O f D i f f e r e n c e ( P O D S )

The point of Differences which can be associated with Amul butter is the pioneer brand, taste and the aroma associated with it. It also differentiates itself by being the first into the market with its dairy products. Amul is associated with being a quality/premier brand. It strong presence in India as well as internationally makes it apart from its competitors.

Equity

The brand equity of Amul dairy products can be determined using the Customer Based Brand Equity Pyramid:

Salience: Readymade butter, cheese and ice-cream. It provides convenience and easiness in cooking and saves time.

Performance: It gives the desired taste and aroma to homemade food.

Imagery: It is suitable and affordable for working women and housewife’s. It is reliable.

Judgments: Amul dairy product is known for Quality and credibility.

Feelings: Women use it for social approval from friends and family. Amul products are associated with family traditions and that specific taste which helps in bonding the families.

Resonance: Brings about customer loyalty

Brand Association

Amul product associations as listed below:

Traditions and Values Identity Patriotism Taste Convenience Purity

Family Relationships Culture Festivity BondingA roma L ifestyle

B r a n d P o r t f o l i o A n a l y s i s

Amul products have a diversified portfolio which includes:

Cheese Cooking Desserts Health dink Amul pasteurized processed cheese

Amul pure ghee Amul ice-cream Nutramul

Amul cheese spreads Amul cooking butter Amul shrikhand Amul shakti health food drink

Amul emmentel cheese

Amul malai paneer Amul mithai gulabjamun

Amul pizza mozzarella cheese

Utterly delicious pizza

Amul

Gouda cheese Masti dahi Amul chocolatesAmul lassiAmul basundi

B r e a d s p r e a d M i l k d r i n k s P o w d e r m i l k F r e s h m i l kM a r g a r i n e A m u l k o o l A m u l s p r a y

i n f a n t m i l k f o o dA m u l f r e s h m i l k

A m u l l i t e N u t r a m u l e n e r g y d r i n k

A m u l i n s t a n t f u l l c r e a m p o w d e r

A m u l g o l d m i l k

D e l i c i o u s t a b l e A m u l k o o l f l a v o u r e d b o t t l e d m i l k

S a g a r s k i m m e d m i l k p o w d e r

T a z a d o u b l e t o n e d m i l k

A m u l m a s t i s p i c e d

S a g a r t e a c o f f e w h i t e n e r

A m u l l i t e s l i m a n d t r i m m i l k

A m u l k o o l t h a n d a i

A m u l d a i r y w h i t e n e r

A m u l s h k t i t o n e d m i l kA m u l c a l c i p l u s

P r o d u c t s

B r e a d S p r e a d s

A m u l B u t t e r

S l o g a n : u t t e r l y b u t t e r l y d e l i c i o u s

Calorific Value: 720 kcal./100g

Features: Made from fresh cream by modern continuous butter making machines. Marketed in India since 4 decades.

Product Specification: Meets AGMARK standard and BIS specifications No.IS:13690:1992

Composition:

Milk Fat 80% Moisture 16% Salt 2.5% Curd 0.8%

Pricing: 100g pack - Rs.25.00

D e l i c i o u s t a b l e m a r g a r i n e

F e a t u r e s : h e a l t h y , d e l i c i o u s

S l o g a n : t h e d e l i c i o u s w a y t o e a t h e a l t h y

A m u l l i t e

F e a t u r e s : l o w f a t , l o w c h o l e s t r o l

S l o g a n : l o w f a t , l o w c h o l e s t e r o l b r e a d s p r e a d

M i l k d r i n k s

A m u l K o o l M i l k S h a a k e

F e a t u r e s :

S l o g a n :

A m u l K o o l

F e a t u r e s :

S l o g a n s :

A m u l K o o l K o k o

F e a t u r e s : d e l i c i o u s

S l o g a n s : a d e l i g h t t o c h o c o l a t e l o v e r s , D e l i c i o u s c h o c o l a t e t a s t e

N u t r a m a l e n e r g y d r i n k

F e a t u r e s : e n e r g y d r i n k

S l o g a n s : A d r i n k f o r k i d s - p r o v i d e s e n e r g y t o s u i t t h e n e e d s o f g r o w i n g k i d s

P o w d e r M i l k

A m u l s p r a y i n f a n t m i l k f o o d

F e a t u r e s : h e a l t h y , h y g i e n i c

S l o g a n s : S t i l l , m o t h e r ’ s m i l k i s b e s t f o r y o u r b a b y

A m u l i n s t a n t f u l l c r e a m m i l k p o w d e r

F e a t u r e s : P u r e , h e a l t h y

S l o g a n s : A d i a r y i n y o u r h o m e

S a g a r s k i m m e d m i l k p o w d e r

F e a t u r e s : l o w c a l o r i e a n d p r o t e i n d i e t

S l o g a n : w h i c h i s e s p e c i a l l y u s e f u l f o r d i e t p r e p a r a t i o n o r f o r u s e b y p e o p l e o n l o w c a l o r i e a n d h i g h p r o t e i n d i e t .

A m u l y a d i a r y w h i t e n e r

F e a t u r e s : p u r e , h e a l t h y

S l o g a n : t h e r i c h e s t , p u r e s t d a i r y w h i t e n e r

F r e s h m i l k

A m u l f r e s h m i l k

F e a t u r e s : t h i s i s m o s t h y g i e n i c m i l k a v a i l a b l e i n t h e m a r k e t . P a s t e u r i z e d i n t h e s t a t e o f t h e a r t p r o c e s s i n g p l a n t s a n d p o u c h - p a c k e d f o r c o n v e n i e n c e .

S l o g a n :

C h e e s e

A m u l p a s t e e u r i s e d p r o c e s s e d c h e e s e

F e a t u r e s : p u r e , h e a l t h y

S l o g a n s : 1 0 0 % v e g e t a r i a n c h e e s e m a d e f r o m m i c r o b i a l r e n n e t

A m u l h e e s e s p e a d s

F e a t u r e s : d e l i c i o u s

S l o g a n : t a s t y c h e e s e s p r e a d s i n 3 g r e a t f l a v o r s

A m u l p i z z a m o z z a r e l l a c h e e s e

F e a t u r e s : t a s t y

S l o g a n : p i z z a c h e e s e … . m a k e s g r e a t t a s t i n g p i z z a s !

A m u l e m m e n t a l c h e e s e

F e a t u r e s : s w e e t - d r y f l a v o r

S l o g a n : t h e g r e a t s w i s s c h e e s e f r o m a m u l , h a s a s w e e t - d r y f l a v o r a n d h a z e l n u t a r o m a

F o r c o o k i n g

A m u l / s a g a r p u r e g h e e

F e a t u r e s : m a d e f r o m f r e s h c r e a m . H a s t y p i c a l r i c h a r l m a a n d g r a n u l a r t e x t u r e . A n e t h n i c p r o d u c t m a d e b y d i a r i e s w i t h d e c a d e s o f e x p e r i e n c e .

S l o g a n :

A m u l m a l a i p a n e e r

F e a t u r e s : r e a d t o c o o k

S l o g a n : r e a d y t o c o o k p a n e e r t o m a k e y o u r f a v o r i t e r e c i p e s !

M i t h a i m a t e

F e a t u r e s : s w e e t e n e d c o n d e n s e d m i l k - f r e e f l o w i n g a n d s m o o t h t e x t u r e . W h i t e t o c r e a m y c o l o r w i t h a p l e a s a n t t a s t e .

S l o g a n s :

D e s s e r t s

A m u l i c e c r e a m s

F e a t u r e s : p r e m i u m i c e c r e a m m a d e i n v a r i o u s v a r i e t i e s a n d f l a v o r s w i t h d r y f r u i t s a n d n u t s .

S l o g a n s :

A m u l m i t h a e e g u l a b j a m u n

F e a t u r e s : p u r e , h e a l t h y

S l o g a n s : p u r e k h o y a g u l a b j a m u m s … . b e s t s e r v e d p i p i n g h o t .

A m u l c h o c o l a t e s

F e a t u r e s : t a s t y , s w e e t a n d m i l k y

S l o g a n s : t h e p e r f e c t g i f t f o r s o m e o n e y o u l o v e .

H e a l t h y d r i n k :

N u t r a m u l

F e a t u r e s : m a l t e d m i l k f o o d m a d e f r o m m a l t e x t r a c t h a s t h e h i g h e s t p r o t e i n c o n t e n t a m o n g a l l t h e b r o w n b e v e r a g e p o w d e r s s o l d i n i n d i a .

S l o g a n :

A m u l s h a k t i h e a l t h f o o d d r i n k

F e a t u r e s : k e s a r - a l m o n d a n d c h o c o l a t e f l a v o r s .

S l o g a n s :

C o m p e t i t o r s B r a n d I n v e n t o r y

Amul due to diversified portfolio also has different competitors in all product categories:

Ice-cream: Mother diary, Cream bell, Kwality, Vadilal

Cheese: Parag, Nakoda, Cheddar

Butter: Heritage, Britannia, nestle

Milk: Parag, Heritage

Chocolate: Nestle, Cadbury