Point of Parity

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<p>Objective Of The Study y y 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> <p>P o i n t O f P ar i t y ( P O P S ) The point of Parity include convenience, ready to use, hygiene, lifestyle, salty etc. . Point O f Di fference ( PODS) 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. Perfo rmance: It gives the desired taste and aroma to homemade food. Imagery: It is suitable and affordable for working women and housewifes. It is reliable. Judgments: Amul dairy product is known for Quality and credibilit y. 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</p> <p>Brand Association Amul product associations as listed below: Traditions and Values Identity Patriotism Taste Convenience Purity Family Relationships Culture Festivity Bonding A roma L ifestyle</p> <p>B rand Po rt fo lio Analy sis Amul products have a diversified portfolio which includes:</p> <p>Cheese Amul pasteurized processed cheese Amul cheese spreads Amul emmentel cheese Amul pizza mozzarella cheese Gouda cheese</p> <p>Cooking Amul pure ghee Amul cooking butter Amul malai paneer Utterly delicious pizza Masti dahi</p> <p>Desserts Amul ice-cream Amul shrikhand Amul mithai gulabjamun Amul Amul chocolates Amul lassi Amul basundi</p> <p>Health dink Nutramul Amul shakti health food drink</p> <p>B read sp re ad Margar ine A mu l l it e</p> <p>M ilk d rin ks Amu l ko o l N u t r a mu l e ne r g y dr ink Amu l ko o l fla vo ured bo t t le d m i lk Amu l mast i sp iced Amu l ko o l t hand a i</p> <p>D e lic io u s t a b le</p> <p>Powder mi lk Amu l spray in fa nt mi lk fo o d Amu l inst a nt full cream powder Sagar sk immed milk po wder Sagar t ea co ffe w h it e n e r Amu l dair y w h it e n e r</p> <p>Fre sh mi lk Amu l fr es h m i lk A mu l g o ld m ilk</p> <p>Taza do uble to ned milk A mu l l it e s l i m and t r im milk Amu l shkt i to ned milk Amu l calc i p lu s</p> <p>Products B read Sp reads Amul Butter</p> <p>S lo g a n : u t t e r ly bu t t e r ly d e l ic io 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:y y y y</p> <p>Milk Fat 80% Moisture 16% Salt 2.5% Curd 0.8%</p> <p>Pricing: 100g pack - Rs.25.00</p> <p>Deli cious table ma rga rine</p> <p>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 lo g a n : t he d e lic io u s w a y t o e at he a lt h y Amu l lite</p> <p>Fe a t u re s: lo w fa t , lo w c ho le st r o l S lo g a n : lo w fa t , lo w c ho le st e r o l br e a d sp r e a d</p> <p>M ilk d rin ks Amu l K ool Milk Shaa ke</p> <p>Featu re s: Slogan: Amul Kool</p> <p>Featu re s: Slogan s: Amu l K ool K oko</p> <p>Fe a t u re s: d e l ic io u s S lo g a n s: a d e lig ht t o c ho co la t e lo ve r s , D e lic io u s c ho c o la t e t a st e Nutra ma l ene rgy d rin k</p> <p>Featu re s: e nerg y dr ink S lo g a n s: A d r in k fo r k id s- p r o v id e s e ne r g y t o su it t he ne e d s o f g r o w ing k id s Powder Milk Amu l sp ray infant mi lk food</p> <p>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 yo u r b a b y Amul instant full cream milk powder</p> <p>Fe a t u re s: P u r e , he a lt h y S l o g a n s : A d i a r y i n yo u r h o m e Sagar ski mmed mi lkpowder</p> <p>Fe a t u re s: lo w c a lo r ie a nd p r o t e in d ie t S lo g a n : w h ic h is e sp e c ia l l y u s e fu l fo r d ie t p r e p a r a t io n o r fo r u se b y p e o p le o n lo w c a lo r ie a nd h ig h p r o t e in d ie t . Amu lya dia ry whitene r</p> <p>Fe a t u re s: p u r e , he a lt h y S lo g a n : t he r ic h e st , p u r e st d a ir y w h it e n e r</p> <p>Fre sh mi lk Amul fresh milk</p> <p>Fe a t u re s: t h is is mo st h yg ie n ic m i lk a v a i la b le in t h e ma r k et . P a st e u r iz e d in t he st a t e o f t he a r t p ro c e s s in g p la nt s a nd p o u c h- p a c k e d fo r co n ve n ie n ce. Slogan: Cheese Amu l pasteeu ri sed p roce ss ed chees e</p> <p>Fe a t u re s: p u r e , he a lt h y S lo g a n s: 1 0 0 % ve g e t a r ia n c h e e s e ma d e fr o m m ic r o b ia l r e n ne t Amul heese speads</p> <p>Fe a t u re s: d e l ic io u s Slogan: t ast y c he ese spreads in 3 great fla vo rs Amu l pizza mo zza re lla che ese</p> <p>Featu re s: t ast y S lo g a n : p iz z a c he e se . ma k e s g r e a t t a st ing p iz z a s !</p> <p>Amul emmental cheese</p> <p>Featu re s: sweet -dr y fla vo r S lo g a n : t he g r e a t sw is s c he e se fr o m a mu l, h a s a sw e e t - d r y f la vo r a nd ha z e ln u t a r o ma</p> <p>For cooking Amu l/sag a r pure ghee</p> <p>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 yp 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 xt u r e . An e t h n ic p r o d u c t ma d e b y d i a r ie s w it h d e c a d e s o f e xp e r ie nc e . Slogan:</p> <p>Amu l ma lai paneer</p> <p>Featu re s: read to coo 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 yo u r f a v o r i t e r e c i p e s !</p> <p>Mithaimate</p> <p>Fe a t u re s: sw e e t e ne d c o nd e n se d m i lk - fr e e flo w in g a nd s mo o t h t e xt u r e . W h it e t o c r e a my c o lo r w it h a p le a s a nt t a st e . Slogan s: Des se rts Amu l ice c rea ms</p> <p>Fe a t u re s: p r e miu m ic e c r e a m ma d e in va r io u s va r ie t ie s a nd fla vo r s w it h d r y fr u it s a nd nu t s. Slogan s: Amu l mithaee gu lab jamun</p> <p>Fe a t u re s: p u r e , he a lt h y S l o g a n s : p u r e k h o ya 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 . Amu l choco lates</p> <p>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 yo u l o v e .</p> <p>Healthy d rink: Nutra mu l</p> <p>Fe a t u re s: ma lt e d mi lk fo o d ma d e fr o m ma lt e xt r a c t ha s t he h ig he st p r o t e in c o nt e nt a mo n g a ll t he br o w n be v e r a g e p o w d e r s so ld in in d ia . Slogan:</p> <p>Amu l sha kti health food d rin k</p> <p>Fe a t u re s: k e sa r - a l mo nd a nd c ho c o la t e fla vo r s. Slogan s: C o m p e t i t o r s B r an 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</p>