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).

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.
  • Amul:Brand Audit

    1. 1. Brand Audit<br />
    2. 2. Primary Research<br />Brand Recall<br />Brand Image<br />100 Respondents<br />Brand Preference<br />Brand Opportunities<br />Brand Loyalty<br />Brand Personality<br />
    3. 3. Demographics of the Respondents<br />
    4. 4. HISTORY<br />TRANSITION<br />
    5. 5. 1946<br />1957<br />Kaira Cooperative<br />AMUL<br />
    6. 6. PRODUCT MIX<br />
    7. 7.
    8. 8.
    9. 9.
    10. 10.
    11. 11.
    12. 12. Brand Recall<br />AMUL<br />
    13. 13. MATCH<br />AMUL<br />Eat Healthy, Think Better<br />MOTHER DAIRY<br />Utterly Butterly Delicious<br />BRITANNIA<br />Healthier than Butter<br />NUTRALITE<br />The Creamier, Tastier Butter<br />
    14. 14. Competition<br />
    15. 15.
    16. 16.
    17. 17. POINTsOF Parity<br /><ul><li>Yellow Packaging
    18. 18. Lot Sizes
    19. 19. Price</li></li></ul><li>POINTsOF Difference<br /><ul><li>Print Ads: Satire comments on recent happenings
    20. 20. Quality: Purity of the Product
    21. 21. Nation-wide presence
    22. 22. Recent marketing campaign: Asli Taste, Asli Butter</li></li></ul><li>www.amul.com<br />
    23. 23. <ul><li>First Mover advantage
    24. 24. Market Leader
    25. 25. USP- taste
    26. 26. Outdoor Media
    27. 27. Broadcast Media
    28. 28. Internet
    29. 29. Low cost- affordable
    30. 30. High quality
    31. 31. Long time survivors
    32. 32. Network of 3500 Distributors
    33. 33. 500,000 retail outlets
    34. 34. Amul Parlors, Cyber stores</li></li></ul><li>Outdoor Media: <br />Hoardings/Billboards<br />
    35. 35. Broadcast Media: <br />Television<br />
    36. 36. Print Media : Newspapers, General Interest Magazines<br />
    37. 37. Internet : Independent websites ,Portals<br />
    38. 38. BRAND IMAGE<br />MATCH<br />AMUL<br />MOTHER DAIRY<br />BRITANNIA<br />
    39. 39. BRAND Loyalty<br />
    40. 40. Cheerful<br />Culture Oriented<br />Reliable<br />Traditional<br />MENTAL MAP<br />Family Oriented<br />Healthy<br />Fun Loving<br />Youthful<br />
    41. 41. BRAND Personality<br />
    42. 42. Cheerful<br />Culture Oriented<br />Reliable<br />Traditional<br />BRAND MANTRA<br />Family Oriented<br />Healthy<br />Fun Loving<br />Youthful<br />
    43. 43. Simple, Indian, <br />Taste, Quality<br />Physique<br />Personality<br />Gregarious, Friendly<br />Co-Operative, Sharing<br />Brand Prism<br />Relationship<br />Culture<br />Value oriented<br />Fun Loving, Proud Indian<br />Self Image<br />Reflection<br />
    44. 44. Brand<br />Resonance<br />Taste Aroma<br />Nutritional Value<br />Availability Price<br />Loyal set of customers<br />Sense of attachment <br />Consumer<br />Judgement<br />Consumer<br />Feelings<br />Good<br />Cheerful, fun loving<br />Values and Ethics<br />Amul : Delivering great quality products since many years<br />Awareness level is very high<br />Brand Recall is 100%<br />Butter = Amul<br />Emotional connect : High<br />Bond with the motherland<br />Brand <br />Imagery<br />Brand <br />Performance<br />Brand Salience<br />
    45. 45. Recommendations<br />
    46. 46. THANK You<br />Presented By:<br />Ankita Maheshwari 91007<br />H. Sanchay Grover 91021<br />MadhusudanPartani 91029<br />RajatRathore 91042<br />ShiviAggrawal 91051<br />

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