Re branding amul

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The re-branding of Amul.
The 4 P's
Product, Pricing, Promotion and Place

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Re branding amul

  1. 1. Rebranding By Team Athena
  2. 2. Contents :  Introduction The Amul Model The Amul Girl Brand Equity Marketing Mix
  3. 3. Introduction:  Started in 1946 as Kaira District Co-operative Milk Producers’ Union Ltd.  Spurred India’s White Revolution  Managed by GCMMF  Largest Indian Dairy
  4. 4. The Amul Model: Establishment of a direct linkage between milk producers and consumers by eliminating middlemen Milk producers (farmer) control procurement and processing Professional Management
  5. 5. The Amul Girl:
  6. 6. Personality: Simple, Indian Physique: Taste, Quality Relationship: Sociable Reflection: Value Oriented Culture: Co-operative, Sharing Self-Image: Proud India, Fun Loving Brand Equity
  7. 7. Marketing Mix: Product Pricing Promotion Place
  8. 8. Pricing:  Low cost- Domestic Market  Target Consumers- Middle Class  Affordable price of products- Global Market  Value for money  Going ahead of competitors like HUL, Britannia, Nestle, ITC etc.
  9. 9. Promotion: 1967 “Utterly Butterly Girl was born” 1976 Manthan (Hindi Movie) 1967 “Amul Hits”
  10. 10.  1991: Campaign “The Taste Of India”  Umbrella Brand  2001: Emotional Component: “Gift for someone you loved”  2013: Amul Locomotive for Vadodara Division
  11. 11. Sauber F1 Team Master Chef Star Voice of India
  12. 12. The Technology:  Process Technology Up gradation  Developments in embryo transfer and cattle breeding  B2C commerce & e-initiative  Geographical Information System at both ends of the supply chain  Quality- No Compromise!!
  13. 13. Place:  5,00,000 Retail Outlet  3,500 Distributors  47 depots with drier & cold facilities  Expansion to global market in Singapore, Europe, Pakistan  Making Paneer in New Jersey
  14. 14. Impact Of Rebranding:
  15. 15. Farmers 2.12 million Milk Production per day 447000 lit Worth per day RS. 6 Crore
  16. 16. References: 1. http://www.amul.com/m/brands 2. http://www.rediff.com/money/2005/sep/23spec.htm 3. http://articles.economictimes.indiatimes.com/2013-03- 05/news/37469993_1_electric-locomotive-amul-gcmmfl 4. http://www.slideshare.net/PareshAshara/amul-the-brand-building-challenge 5. http://www.authorstream.com/Presentation/strategian-1593991-branding- strategy-amul-business-management/

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