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Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
Amul:Brand Audit
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Amul:Brand Audit

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This is presentation being presented by Shivi Aggarwal, Ankita Maheshwari, Harsh Sanchay Grover and Madhusudan Partani Students of FORE School of Management ( FMG-18). …

This is presentation being presented by Shivi Aggarwal, Ankita Maheshwari, Harsh Sanchay Grover and Madhusudan Partani Students of FORE School of Management ( FMG-18).

It attempts to measure Brand Equity of AMUL- Taste of India.

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  • For the brand audit, a primary research was conducted to evaluate the various aspects of a brand like brand recall, image, preference etc. To this we had 100 respondents.
  • Lets come to the history of the brand that made a transition to its success.
  • In 1946, a company was set up named Kaira Cooperatives… Then in 1957, it was renamed “AMUL”
  • The product mix of Amul is.
  • Amul –the taste of indiaAd
  • Next, You’ll witness some of the advertisements of one of the product lines of Amul.
  • Any guesses which product line are we talking about??
  • When asked which brand comes to their mind for butter?? All replied as expected “AMUL”.
  • It can be seen that every one was able to identify the tagline for AMUL and not others… So brand awareness about the Product is the highest.
  • These are the market players of the dairy products industry.. Of these, Amul scores high in market share for its butter with 86% market to itself.
  • Pie charts showing comparison of Amul against its competitors on parameters like availability, quality, taste, packaging, price, and nutrition value.
  • Pie charts showing comparison of Amul against its competitors on parameters like availability, quality, taste, packaging, price, and nutrition value.
  • 1st -> Menu butter2nd -> park butter3rd -> utterlybutterly4th -> amul children
  • To prove that Amul scores high on brand image, we wud like you to participate in the quiz that comes up next.. It can be inferred that every one was able to recognize the mascot of Amul Butter than other brands.
  • Transcript

    • 1. Brand Audit
    • 2. Primary Research
      Brand Recall
      Brand Image
      100 Respondents
      Brand Preference
      Brand Opportunities
      Brand Loyalty
      Brand Personality
    • 3. Demographics of the Respondents
    • 4. HISTORY
      TRANSITION
    • 5. 1946
      1957
      Kaira Cooperative
      AMUL
    • 6. PRODUCT MIX
    • 7.
    • 8.
    • 9.
    • 10.
    • 11.
    • 12. Brand Recall
      AMUL
    • 13. MATCH
      AMUL
      Eat Healthy, Think Better
      MOTHER DAIRY
      Utterly Butterly Delicious
      BRITANNIA
      Healthier than Butter
      NUTRALITE
      The Creamier, Tastier Butter
    • 14. Competition
    • 15.
    • 16.
    • 17. POINTsOF Parity
    • POINTsOF Difference
      • Print Ads: Satire comments on recent happenings
      • 20. Quality: Purity of the Product
      • 21. Nation-wide presence
      • 22. Recent marketing campaign: Asli Taste, Asli Butter
    • www.amul.com
    • 23.
    • Outdoor Media:
      Hoardings/Billboards
    • 35. Broadcast Media:
      Television
    • 36. Print Media : Newspapers, General Interest Magazines
    • 37. Internet : Independent websites ,Portals
    • 38. BRAND IMAGE
      MATCH
      AMUL
      MOTHER DAIRY
      BRITANNIA
    • 39. BRAND Loyalty
    • 40. Cheerful
      Culture Oriented
      Reliable
      Traditional
      MENTAL MAP
      Family Oriented
      Healthy
      Fun Loving
      Youthful
    • 41. BRAND Personality
    • 42. Cheerful
      Culture Oriented
      Reliable
      Traditional
      BRAND MANTRA
      Family Oriented
      Healthy
      Fun Loving
      Youthful
    • 43. Simple, Indian,
      Taste, Quality
      Physique
      Personality
      Gregarious, Friendly
      Co-Operative, Sharing
      Brand Prism
      Relationship
      Culture
      Value oriented
      Fun Loving, Proud Indian
      Self Image
      Reflection
    • 44. Brand
      Resonance
      Taste Aroma
      Nutritional Value
      Availability Price
      Loyal set of customers
      Sense of attachment
      Consumer
      Judgement
      Consumer
      Feelings
      Good
      Cheerful, fun loving
      Values and Ethics
      Amul : Delivering great quality products since many years
      Awareness level is very high
      Brand Recall is 100%
      Butter = Amul
      Emotional connect : High
      Bond with the motherland
      Brand
      Imagery
      Brand
      Performance
      Brand Salience
    • 45. Recommendations
    • 46. THANK You
      Presented By:
      Ankita Maheshwari 91007
      H. Sanchay Grover 91021
      MadhusudanPartani 91029
      RajatRathore 91042
      ShiviAggrawal 91051

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