ANASSIGNMENT

ON

PRESENTAD BY : VISHRANTI GAJERA

PRESENTAD TO : DR. VIJAY PITHADIYA

EN. NO. : 12SY I.MBA SMT. S. H. GAJERA MBA

MAHILA COLLEGE

WHAT IS AMUL ?

Introduction

World’s Largest pouched

milk brand

Largest food

brand in India

“In today’s brand strategies, the word ‘anticipation’ becomes more important than ‘prediction’. We no longer havethe luxury of being reactive, we need to address not only the definite needs of consumers, but the unclear needs as well.” But when it comes to our basic needs ,consumer wants to believe on a single brand if it provides them full value of their money. Such a brand which provides its customers a feeling of full satisfaction is AMUL. The brand name Amul means “AMULYA”. This word derived from the Sanskrit word “AMULYA” which means “PRICELESS”. A quality control expert in Anand had suggested the brand name “AMUL”.

Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India.

The Milk Cooperative companyAMUL is the sole indian brand & the most popular brand in FCG sector. Also , AMUL is ranked No.1 dairy brand not just in India but across the Asia Pacific regions & competing with global brands like Dutch , Dumex , Anchor etc . It was listed 4thIndia brands for 2009 & 2010 as well.

FOUNDER OF AMUL DAIRY

Research

This study comprises of Qualitative research work on various Branding

Strategies adopted by AMUL .It is all about exploring issues

understanding phenomena & answering questions. While there’s a

whole industry involved in it persued qualitative research also

happens in nearly every workplace & study environment, nearly

everyday..

Among the traditional milk products, ghee is the only product, which is

currently marketed, in branded form. main ghee brands are Sagar,

MilkMan (Britannia), Amul (GCMMF), Aarey (Mafco Ltd), Vijaya

(AP Dairy Development Cooperative Federation), Verka ( Punjab

Dairy Cooperative), Everyday (Nestle) and Farm Fresh (Wockhardt).

Product line of AMUL

Bread spreads :-

Amul Butter Amul Lite

Low Fat Bread spread

Amul Cooking Butter

Delicious Margarine

Pure Ghee :-

Amul Pure Ghee

Sagar Pure Ghee

Amul Cow Ghee

Milk Powders :-

Amul Full Cream Milk Powder

Amulya Dairy Whitener

Sagar Skimmed Milk Powder

Sagar Tea and Coffee Whitener

Sweets :-

Amul Shrikhand & Amrakhand

Amul Mithaee Khoya Gulabjamaun

Amul Basundi

PRODUCTS OF AMUL

SWOT ANALYSIS

STRENGTH :

1. High brand equity and top of the mind brand2. Strong network of over 3 million milk producers3. World’ largest manufacturer of pouched milk4. India’s largest food brand, trusted for its quality

WEAKNESS :1. Low market share in chocolates segment2.Strong competition from international & domestic players in the ice cream segment means limited market share

in rural markets3. Rise in purchasing power of Indian people

OPPORTUNITIES : 1.Introduce new products in the chocolate

segment2.To tap the untapped market, increase its reach

in rural markets3. Rise in purchasing power of Indian people

THREATS : 1. Strong competition from international

players2. Economic slowdown and inflation

The Ultimate StrategyThe moppet who put Amul on India's breakfast table

50 years after it was first launched, Amul's sale figures have jumped from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997. No other brand comes even close to It. All because a thumb-sized girl climbed on to the hoardings and put a spell on the masses.

The Amul girl was the brainchild of SylvesterdaCunha, the managing director of the advertising agency AS. The ads were designed as a series of hoardings with designs relating to day-to-day issues. The brand recall for the Amul girl is phenomenal across India today. And the biggest reason for this is the topical nature of the ads.The Amul ads have witty one-liners which capture relevant events that have caught the fancy of the nation.

Some Creative Ads of AMUL

Understanding level of competition

Level Of Competition

Butter Ice- creams Milk Chocolates

Product form

Mother Dairy, Vita Dairy, Home- made butter

Kwality Walls, Mother Dairy, Cream Bell

Mother Dairy, Vita Dairy, Kwality Dairy

Nestle, Cadbury, Lotte

Product category

Nutralite, Le-Bon, Britannia, Nestle, Kissan

Baskin Robbin,

Gyanis, Nirulas,

Haagen-Dazs, Coco –Berry

Nestle, Britannia (condensed milk , flavoured milk& Powdered milk)

Hershey, Mars, Ferrero

Generic Frito Lay, HULFrito Lay, Britannia

Nestlé, HUL

Bisleri, Coke, Pepsi, Kingfisher, Nescafe

Frito Lay, Britannia, Nestlé

HUL

BudgetChocolates, Fast food, Ice-creams, Video Rentals

Beverages, Fast food, Chocolates, Video Rentals

Britannia, Video Rentals, Ice creams, Fast food

Beverages, Fast food,

Ice-cream

Defence Strateg Moving consumers to loose milk to packaged milk and gradually move them up the value chain ( tetra pack to beverages )

Being exposed to a brand , it is natural for a customer to use more products.

Successful Brand Strategy

1. Product Positioning Strategy

• India’s first Pro –biotic Wellness Icecream & sugar free delights for diabetics.

• Amul launches “ Fresh Paneer “

free from harmful chemicals.

• Low priced Amul Icecreams made Kwality Wall ‘s life hell.

Young Nation – have to meet the ever-increasing nutritional needs of the new & old generations

Segmentation is not so easy because of mixed audience & various culinary application of Amul products.

Nevertheless, segmentation can be done as follows:

a) Customer based:

Kids – Amul Kool, Chocolates, Nutramul

Women – Amul Cacli+

Youth – Milk shakes, Café, Cheese, Desserts

Calorie conscious – Amul Lite, Trim milk, Amul Shakti

b) Industry based:

Milk – Ice cream manufacturers, Restaurants, Coffee shops

Understanding the Customer (STP)

Butter/Ghee/Cheese – Bakery, Snacks retailers, Pizza joints

Targeting – Concentrating equally on end-users as well as the third parties involved in supply chains. Amul has particularly identified “youth” as one of its potential segments. Working towards this aspect, it has come up with Amul parlours in cities.

Product Diversification

Brand Elements

Brand Elements (Contd..)

The Brand Name: "Amul," is the acronym of Anand Milk Union Limited, comes from the Sanskrit "Amoolya," meaning Precious/Priceless. It was suggested by a quality control expert in Anand.

The Logo:

The Tagline/Slogan: “The taste of India”

The Jingle: Utterly, butterly, delicious … Amul

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.

The URL: www.amul.com

Other Promotional Strategies

Amul STAR Voice of India

Amul Master Chef India

Amulya Surabhi

Amul Maharani Bano Contest

Amul Chote Ustaad

Amul Music Ka Maha Muqabla

Amul Food Maha Challenge.

is a Casual Dining Restaurant in a pleasant ambience which offers scrumptious delicacies in pizzas, burgers , sandwiches, sundaes etc.

The big Idea of Amul

The Utterly Butterly campaign involving the Amul girl started way back in 1967.

Since then, it has been the longest running Ad campaign - Now preparing to enter into the Guinness book of world record for its long race.

The slogan has always been 'Utterly Butterly Delicious'.

The biggest success of the campaign lies in the fact that no particular time or period could have frozen this character. It does not belong to an era. It has moved along with time reacting to the new events through time.

The magic of the idea lies in the humor that anybody would enjoy. The Amul ads don't pander to one’s nationality or certain sentiments. It is pure and simple, everyday fun.

Communication Strategy

Outdoor Media: Hoardings/Billboards

Amul & Second life

Amul has set up its virtual production facility in Second Life.

Amul has bought eight islands, equal to 160 acres of virtual land, in Second Life to set up a simulation of its production and distribution facility.

The objective behind launching a virtual setup is to demonstrate its functioning to the consumers, and experiment with any change in the production or distribution system virtually before executing it in the real world.

Demographics

No. of Respondents: 100

Brand/Category Extension

Launch of new products like:

Amul PRO – Malt based food

Amul Flaavyo Frozen Dessert

Nutramul – Malt based drink

Amul Prolife – Probiotic Dahi

Amul Flaavyo yogurt – Probiotic yogurt

Amul Stamina – Energy Drink

Localised products like:

Amul Shrikhand,

Amul Lassi

Amul Basundi

Channel Extension

To reach out its consumers more directly and let them have the total brand experience, Amul has come up with an extensive network of 6000 outlets in the following format:

Amul Preferred Outlets

Amul Ice-cream Parlour

Amul Railway Stalls

Amul Kiosks in Food courts/ Cinemas

Café Amul

Amul cyber store

Ice-cream cyber store

What more can Amul do?

Can introduce Proteins Shakes – going ahead with their strategy to meet needs of emerging market segments

Can introduce Bread – will complement rest of the products in the portfolio. Will try to increase the usage occasions of Amul products.

Can come up with sugar free chocolates and mithai range.

Can introduce its own range of milk cookies and biscuits.