49905429 brand-audit-amul


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49905429 brand-audit-amul

  1. 1.
  2. 2. Company profile<br />Formed in1946,is dairy co-operative movement in India.<br />A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)<br />Jointly owned by 2.6 million milk producer in Gujarat.<br />Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world.<br />Overseas market Mauritius, UAE, USA, Bangladesh, Australia.<br />Dr. Varghese Kurien former chairman of GCMMF the man behind the success of Amul.<br />
  3. 3. BRAND ELEMENTS<br />Name<br />Character / Mascot<br />Logo<br />Brand Element<br />Tagline/ Slogan<br />URL<br />Jingle<br />Keller Brand Elements Model<br />Brand Name: “Amul” is the acronym of Anand Milk Union Limited. <br />The Logo: <br />The Tagline / Slogan: “The taste of India”<br />The Jingle: Utterly, butterly, delicious…..Amul.<br />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. <br />The URL: www.amul.com<br />
  4. 4. Product Mix of Amul<br />
  5. 5. PRODUCT MIX<br />Cooking<br />Cheese <br />Desert<br />Health Drink<br />•Amul pasteurized processed cheese<br />•Amul cheese spreads<br />•Amul emmentel cheese<br />•Amul pizza mozzarella cheese<br />•Gouda cheese<br />•Amul ice cream<br />•Amul shrikhand<br />•Amul <br />mithaigulabjamun<br />•Amul chocolates<br />•Amul lassi<br />•Amul basundi<br />•Amul pure ghee<br />•Amul cooking <br /> butter<br />•Amul malaipaneer<br />•Utterly delicious <br /> pizza<br />•Mastidahi<br />•Nutramul<br />•Amul shakti<br /> health food<br />drink<br />
  6. 6. PRODUCT MIX<br />Powder Milk<br />Bread Spread<br />Milk Drinks<br />Fresh Milk<br />•Amul fresh milk<br />•Amul gold milk<br />•Taza double toned milk<br />•Amul liteslim and trim milk<br />•Amul fresh cream <br />•Amul shakti<br /> toned milk<br />•Amul <br />calciplus<br />Amul spray infant milk food<br />•Amul instant full cream powder<br />•Sagar skimmed milk powderr<br />•Sagar tea coffe whitener<br />•Amul dairy whitener<br />•Amul koolmilkshake<br />•Nutramul energy drink<br />•Amul koolflavouredbottled milk<br />•Amul mastispiced buttermilk<br />•Amul koolthandai.<br />•Margarine Amul butter<br />•Amul lite<br />•Delicious table<br />
  7. 7. Mix… Product for every one<br />Amul never forgot its “primary customer”<br /> - Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate)<br />Product for youth<br /> - Amul launched Chocolate milk under brand <br /> name of ‘Amul Kool Koko’ targeting the youth<br />Product for diabetic people<br /> - India’s First Pro-Biotic Wellness Ice cream &<br /> Sugar Free Delights For Diabetics<br />
  8. 8. Mix… Product for every one<br />Product for the health conscious<br /> - Amul Launched “low fat, low cholesterol <br /> bread spreads”<br />Product for the price sensitive India<br /> - Low Priced Amul Ice Creams and affordable ‘sagar’ whitener<br />Product for the urban class<br /> - Amul launched emmental, gouda and pizza mozzarella cheese<br />
  9. 9. Amul – Integrated Marketing Communication<br />Communication Strategies: Amul mainly uses indirect action advertising to create a long term relationship with the consumer & never adopted aggressive selling practices.<br />Mainly two type of communication strategy was adopted by Amul.<br />Consumer Advertising<br />Institutional Advertising<br />
  10. 10. Amul – Integrated Marketing Communication<br />Media Platform: Amul has used following medial platform for creating a high brand equity.<br />Broadcast Media: Television<br />Non Broadcast Media: Cinema- <br /> amul.tv.com<br />3. Print Media: Newspapers, General interest Magazines<br />Internet or Social Media: Independent websites, Portals, CSR activities.<br />Outdoor Media: Hoarding / Billboards<br />
  11. 11.
  12. 12. SWOT ANALYSIS<br />
  13. 13. Mental Map to Brand Mantra<br />Mental Map: A mental map is generally a visual depiction of the core brand association. From this mental map we will define the brand Mantra. Brand mantra for Amul butter is given here.<br />Healthy<br />Cheerful<br />Reliable<br />Cultural<br />Traditional<br />Ethnic<br />Sporty<br />Family Oriented<br />Fun Loving<br />Youthful<br />Brand Mantra:<br />
  14. 14. Brand Values & Brand Equity<br />Brand Values: The core values of the company are: To provide remunerative returns to farmer, give the best quality product to consumer, and the best possible price.<br />Sources of Brand Equity: <br />Not only the core values Core team associated with the brand is still the same helped them maintain consistency in communication.<br />Strategy of Umbrella branding has also helped established the brand firmly.<br />Amul’s utterly butterly campaign is the longest running campaign.<br />Playing the role of a social observer through its weekly comments amul girl.<br />Taste of India tagline is in line with their positing strategy.<br />
  15. 15. Are we alike or different<br /><ul><li>Points of parity
  16. 16. Product itself
  17. 17. Packaging (Size)
  18. 18. Cost
  19. 19. Points of disparity
  20. 20. Quality
  21. 21. National Presence
  22. 22. First mover</li></li></ul><li>CBBE Model<br />
  23. 23. CBBE Model<br /><ul><li> Brand Salience
  24. 24. Amul – Butter
  25. 25. High Awareness level of the brand
  26. 26. Brand Performance
  27. 27. Easily Available
  28. 28. Rich Taste & Aroma
  29. 29. High nutritional value
  30. 30. Brand Imagery
  31. 31. Ethical
  32. 32. Family
  33. 33. Cheerful and fun loving</li></li></ul><li>CBBE Model<br /><ul><li> Consumer Judgments
  34. 34. High quality, Superior & Credible
  35. 35. Consumer Feelings
  36. 36. Emotional Attachment
  37. 37. Patriotic sentiments
  38. 38. Consumer Brand resonance
  39. 39. Low involvement product – Yet Brand loyalty</li></li></ul><li>Thank You<br />Presented by :<br />PunitBhandari (34)<br />SandeepNayak (41)<br />