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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).

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

Published in: Business

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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