Brand audit of Amul,

1. Brand Audit of Amul by :
Group 2

2. Introduction
 Amul, formed in 1946, is a dairy cooperative, based
in Anand, Gujarat.
 Establishment of Amul was marked as an epoch in the
White Revolution
 Largest food brand in India & world's Largest
Pouched Milk Brand
 Product Portfolio - Bread Spreads, Milk Drinks,
Fresh Milk, Power Milk, Cheese, Desserts
 Market leader in ghee and butter with 85% market
share
 Symbol of high quality products sold at reasonable
prices, of availability, of service.

3. Introduction (Contd..)
 Brand name of 2 million farmers, members of 10,000
village dairy cooperative societies throughout Gujarat.
 Positioned itself as "Taste of India“, consistent
communication campaign & brand strategy for the past 60
yrs.
 Recognizable mascot “Amul girl” & tagline “Utterly Butterly
Delicious Amul!”
 Amul’s advertising and marketing spend has never
exceeded 1% of its revenues.
 Buttressing Strengths: Distribution & value-for-money
seem to be the major strengths on which the brand’s
popularity rests.

4. Brand Portfolio
Butter Milk Drinks Powder Milk Fresh Milk
Cheese Cooking Desserts Health Drinks

5. Brand Hierarchy
Ice cream Chocolates Fresh Milk Milk Power
Beverages Cheese (1962) Breadspread Ghee (1956)
(1996) (1973) (1956) (1958)
Amul Ice Amul Cool Condensed Amul Spray Amul Butter Amul
ChocoZoo Paneer (1997)
creams Café Milk (1996) (1968) (1956) PureGhee
Flaavyo
Amul cool Butter Milk Amulya Pizza Cheese Amul Lite Amul
Frozen Congrats
Coco (1998) (1987) (1998) (1994) Cowghee
yogurt
Rejoice
(The hierarchy goes down stating many more brands, but we haven’t
included here, as it was turning illegible.)

6. Understanding Levels of Competition
Level Of
Butter Ice- creams Milk Chocolates
Competition
Mother Dairy, Mother Dairy, Vita
Kwality Walls, Nestle, Cadbury,
Product form Vita Dairy, Dairy, Kwality
Mother Dairy, Lotte
Home- made Dairy
Cream Bell
butter
Baskin Robbin,
Gyanis, Nirulas, Nestle, Britannia
Nutralite, Le-
Product category Haagen-Dazs, (condensed milk , Hershey, Mars,
Bon, Britannia,
Coco -Berry flavoured milk& Ferrero
Nestle, Kissan
Powdered milk)
Frito Lay,
Frito Lay, HUL Bisleri, Coke, Britannia, Nestlé
Frito Lay, Britannia
Generic Pepsi, Kingfisher, HUL
Nestlé, HUL Nescafe
Beverages, Fast
Chocolates, Fast Beverages, Fast Britannia, Video food, Video
Budget
food, Ice-creams, food, Chocolates, Rentals, Ice Rentals, Ice
Video Rentals Video Rentals creams, Fast food creams

7. Understanding the Customer (STP)
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
 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.

8. Understanding the Customer (STP)(Contd..)
 Positioning
 A mass market player, no premium offerings
 USP – Quality with affordability
 Amul as “Taste of India” creates value for money for both the dairy farmers
and the customers
 New offerings for health conscious & vibrant India – Probiotic ice creams,
sugar free delights, Amul Kool Café etc.

9. Brand Elements

10. 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

11. Brand Building

12. Marketing Mix – 4Ps’
• Pasteurizes milk & produces condensed
forms; focused on dairy segment
• Total length of Amul’s product mix is 42;
PRODUCT Width is 8
• Portfolio: Butter, Milk, Milk Powder,Ghee,
Cheese & Spreads, Chocolates, Desserts & so
on
• Been innovative & introduced products for
specific customer segments .
 Follows a low-cost price strategy – Quality with
Affordability (core essence of Amul)
 Totally market oriented pricing strategy to
appeal to common masses.
 GCMMF sets up pricing model & considers cost PRICE
aspects: Cost of milk, Labour cost, Processing
cost, Packaging cost, Advertising
cost, Transportation cost, Sales promotion
costs, Taxes etc.

13. Marketing Mix – 4Ps’ (Contd..)
• Covers 2.41 million producer members with milk collection
average of 5.08 million litres/day.
• SCM: Farmers Village Cooperative Societies (VCS)
PLACE Manufacturing units Company Depots Wholesale
Distributors Retailers.
• Market Logistics:
– 10000 village cooperative societies
– 3600 wholesale distributors, 45 depots in India
– Over 5,00,000 retailers spread all over India
• Amul has entered overseas markets such as
Mauritius,UAE, USA, Bangladesh, Australia, China, Singapore,
Hong Kong etc.
 Amul Moppet, little girl ; created a home in hearts & minds
of millions of Indians. PROMOTION
 AMUL promotes its products through newspaper, T.V.,
hoarding etc.

14. •First Mover
•Outdoor Media
advantage
•Broadcast Media
•Market Leader
•Internet Product
Strategy •USP- taste
Communi- Sources
Distribution
cation of Brand Strategy
Strategy Equity
Pricing •Network of 3500
•Low cost- affordable Strategy Distributors
•High quality •500,000 retail outlets
•Long time survivors •Amul Parlors, Cyber
stores

15. Communication Strategy
The big Idea of Amul
 The Big Idea of Amul centers around two basic themes – The
core idea based on the concept of delicious taste, and
consequently, a new idea that focuses on having a taste of
everyday life across all its campaigns.
 It basically brings out the ability to ‘laugh at yourself’ and at the
problems around you.
 Amul tries to view common situations with a different
perspective, a humorous outlook on all the controversies and
issues of a common man‘s life – and as such, it connects to the
public through its mascot – The Amul Utterly Butterly Girl.
 The Amul girl was born as a rival
to the Polson butter girl.

16. 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.

17. Communication Strategy
Outdoor Media: Hoardings/Billboards

18. Print Media : Newspapers,
General Interest Magazines

19. Broadcast Media: Television

20. Amul TV

21. Internet : Independent
websites, Portals

22. 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.

23. Leveraging Secondary Associations
 Managed by an apex cooperative organization, Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF)
• Amul is the brand name of 2 million farmers, members of
10,000 village dairy cooperative societies throughout
Gujarat.
• GCMMF ensures that product mix & new product
introduction is consistent with the core philosophy of
providing milk at a basic, affordable price.
 Distribution Channels – Soul of Amul Saga
• Collects 447,000 litres of milk from 2.12 million farmers
everyday
• Delivers goods worth Rs 6 crore to over 5,00,000 retail
outlets across country
• Aim is to transform lives in rural India & contribute to
development of society.

24. Leveraging Secondary Associations
 Mascot – "Amulbaby" (a chubby butter girl dressed in
polka dotted dress)
 A ‘pun’ loving star – with her bold tongue-in-cheek topicals made way directly
into the hearts of millions.
 Found her way directly into the Guinness Book of World Records for
the longest running campaign ever.
 Playing the role of a social observer, its weekly comments have tickled
India’s funny bone since 1967
 Amul’s consistently been into sponsorships - associated itself with high
TRP show’s like:
 Surabhi (1990’s, Doordarshan)
 Star Voice of India (2007, Star TV)
 Master Chef India
 Proud sponsor of Indian Olympic team for the year 2012.
 Conducts various contests:
 Chef of the year
 Amul Maharani of the year
 Amul Food Festival Contest
 Slogan likho, Disneyland dekho contest
 Amulya Fly to Bangkok contest

25. Primary Research
and Findings

26. Demographics
 No. of Respondents: 100

27. Amul’s rating on different
parameters

28. Amul’s rating on different
parameters

29. Amul’s rating on different
parameters

30. Amul’s rating on different
parameters

31. BRAND
IMAGE MATCH
AMUL
MOTHER DAIRY
BRITANNIA
100 % of our respondents were able to identify the Amul butter mascot

32. If Amul butter is out of stock?
BRAND
LOYALTY 14%
25%
61%
No, I will search for the AMUL Butter( Mera wala
Butter)
Hmmm Will try to search, if not then any butter
I will Buy any Butter, It really doesn't matter

33. BRAND If Amul was your
friend, what traits would
PERSONALITY he/she have?
Brand Personality
Cheerful 65%
Fun Loving 60%
Reliable 58%
Healthy 52%
Youthful 46%
Family Oriented 43%
Traditional 23%
Culture Oriented 22%
0% 10% 20% 30% 40% 50% 60% 70%

34. Culture
Cheerful
Oriented
Traditional Reliable
MENTAL MAP
Family
Healthy
Oriented
Fun Loving Youthful

35. Taste, Qualit
y
Gregarious, Brand Prism Co-
Friendly
Operative, Sh
aring
Culture

36. Sources of Brand Equity (CBBE Pyramid)
Resonance
Loyalty, Connect with
customer, Attachment
Judgments
Feelings
Quality, product
for every Trustworthy,
class, credibility, in Fun, Exciting
novative
Performance Imagery
Convenient, widely Traditional, Pure, Natura
available, reliable, satisfaction l, Fresh
, value for money
Salience
Brand recall, strong distributor network, awareness, range of products, packaging.

37. 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 Basundi
 Amul Lassi

38. 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

39. 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.