- Amul was formed in 1946 as a dairy cooperative in India owned by 2.6 million milk producers in Gujarat. It spurred India's "white revolution" making India the largest milk producer. - Amul has a wide range of dairy products from cheese and ice cream to milk powders and health drinks. It aims to provide products for all types of consumers across price points. - Amul uses integrated marketing communication including TV, print, and social media. Its iconic "Amul girl" cartoon advertisements comment on social and political issues.

2. Company profileFormed in1946,is dairy co-operative movement in India.A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)Jointly owned by 2.6 million milk producer in Gujarat.Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world.Overseas market Mauritius, UAE, USA, Bangladesh, Australia.Dr. Varghese Kurien former chairman of GCMMF the man behind the success of Amul.

3. BRAND ELEMENTSNameCharacter / MascotLogoBrand ElementTagline/ SloganURLJingleKeller Brand Elements ModelBrand Name: “Amul” is the acronym of Anand Milk Union Limited. The Logo: The Tagline / Slogan: “The taste of India”The Jingle: Utterly, butterly, delicious…..Amul.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. The URL: www.amul.com

4. Product Mix of Amul

5. PRODUCT MIXCookingCheese DesertHealth Drink•Amul pasteurized processed cheese•Amul cheese spreads•Amul emmentel cheese•Amul pizza mozzarella cheese•Gouda cheese•Amul ice cream•Amul shrikhand•Amul mithaigulabjamun•Amul chocolates•Amul lassi•Amul basundi•Amul pure ghee•Amul cooking butter•Amul malaipaneer•Utterly delicious pizza•Mastidahi•Nutramul•Amul shakti health fooddrink

6. PRODUCT MIXPowder MilkBread SpreadMilk DrinksFresh Milk•Amul fresh milk•Amul gold milk•Taza double toned milk•Amul liteslim and trim milk•Amul fresh cream •Amul shakti toned milk•Amul calciplusAmul spray infant milk food•Amul instant full cream powder•Sagar skimmed milk powderr•Sagar tea coffe whitener•Amul dairy whitener•Amul koolmilkshake•Nutramul energy drink•Amul koolflavouredbottled milk•Amul mastispiced buttermilk•Amul koolthandai.•Margarine Amul butter•Amul lite•Delicious table

7. Mix… Product for every oneAmul never forgot its “primary customer” - Amul collects 447,000 ltrs of milk from 2.12 million farmers (many illiterate)Product for youth - Amul launched Chocolate milk under brand name of ‘Amul Kool Koko’ targeting the youthProduct for diabetic people - India’s First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics

8. Mix… Product for every oneProduct for the health conscious - Amul Launched “low fat, low cholesterol bread spreads”Product for the price sensitive India - Low Priced Amul Ice Creams and affordable ‘sagar’ whitenerProduct for the urban class - Amul launched emmental, gouda and pizza mozzarella cheese

9. Amul – Integrated Marketing CommunicationCommunication Strategies: Amul mainly uses indirect action advertising to create a long term relationship with the consumer & never adopted aggressive selling practices.Mainly two type of communication strategy was adopted by Amul.Consumer AdvertisingInstitutional Advertising

10. Amul – Integrated Marketing CommunicationMedia Platform: Amul has used following medial platform for creating a high brand equity.Broadcast Media: TelevisionNon Broadcast Media: Cinema- amul.tv.com3. Print Media: Newspapers, General interest MagazinesInternet or Social Media: Independent websites, Portals, CSR activities.Outdoor Media: Hoarding / Billboards

12. SWOT ANALYSIS

13. Mental Map to Brand MantraMental 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.HealthyCheerfulReliableCulturalTraditionalEthnicSportyFamily OrientedFun LovingYouthfulBrand Mantra:

14. Brand Values & Brand EquityBrand 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.Sources of Brand Equity: Not only the core values Core team associated with the brand is still the same helped them maintain consistency in communication.Strategy of Umbrella branding has also helped established the brand firmly.Amul’s utterly butterly campaign is the longest running campaign.Playing the role of a social observer through its weekly comments amul girl.Taste of India tagline is in line with their positing strategy.

15. Are we alike or differentPoints of parity

16. Product itself

17. Packaging (Size)

18. Cost

19. Points of disparity