Amul is India's largest food brand and the world's largest pouched milk brand. It was formed in 1946 as a dairy cooperative based in Anand, Gujarat. Amul leads the market in products like butter, milk powder and ghee, with a wide portfolio that also includes cheese, desserts, beverages and more. The brand is known for high quality at affordable prices. It uses the recognizable "Amul girl" mascot and tagline "Utterly Butterly Delicious" in its advertising campaigns. Amul has a large network of farmers, distributors and retailers that helps ensure widespread availability.
A Study of the Sales and Distribution System at AMULRAJAT GARG
- Evolution of the dairy industry in India
- Milk Production and Consumption Patterns in India
- Prevalent Business Models in the Dairy Industry
- Major Players, Operating Margins, ROCE, Prices and Ratings
- Growth Drivers, Key Risks and Porters 5 Forces Analysis
- Analysis of Sales and Distribution Systems of AMUL at distributor, retailer and hypermarket level
- Comparison of Amul with Sanchi
- Recommendations
I have prepared that slides depend upon basics of marketing strategy and saw the 4p's of marketing mix of AMUL, BCG matrix and distribution strategy with its supply chain.I have also shown the competitive analysis and what is the competitor of AMUL brand.
A Study of the Sales and Distribution System at AMULRAJAT GARG
- Evolution of the dairy industry in India
- Milk Production and Consumption Patterns in India
- Prevalent Business Models in the Dairy Industry
- Major Players, Operating Margins, ROCE, Prices and Ratings
- Growth Drivers, Key Risks and Porters 5 Forces Analysis
- Analysis of Sales and Distribution Systems of AMUL at distributor, retailer and hypermarket level
- Comparison of Amul with Sanchi
- Recommendations
I have prepared that slides depend upon basics of marketing strategy and saw the 4p's of marketing mix of AMUL, BCG matrix and distribution strategy with its supply chain.I have also shown the competitive analysis and what is the competitor of AMUL brand.
Amul ppt Presentation - largest food brand in India & AsiaAjay Kumar Gupta
This ppt presentation explain about Amul- Largest food brand in India and Asia. this is a in-depth analysis of GCMMF.
This ppt has been prepared during my PGDM.
The Particular File Contains Wholesome Details Of Amul Company .. Starting from its Products & Different Strategies & the Wholesome History Of Amul Company.
This project report is to study various internal and external factors affecting AMUL company.
It can be referred by the one working on business environment subject.
It is done where the company attempts to widen the scope of its business definition in such a manner that it results in serving the same set of customers. The alternative technology of the business undergoes a change.
Amul ppt Presentation - largest food brand in India & AsiaAjay Kumar Gupta
This ppt presentation explain about Amul- Largest food brand in India and Asia. this is a in-depth analysis of GCMMF.
This ppt has been prepared during my PGDM.
The Particular File Contains Wholesome Details Of Amul Company .. Starting from its Products & Different Strategies & the Wholesome History Of Amul Company.
This project report is to study various internal and external factors affecting AMUL company.
It can be referred by the one working on business environment subject.
It is done where the company attempts to widen the scope of its business definition in such a manner that it results in serving the same set of customers. The alternative technology of the business undergoes a change.
Marketing Management of Mother dairy. It includes 4P's of Marketing, SWOT analysis of Mother Dairy company, Marketing Strategies used by Mother Dairy company.
Flu Vaccine Alert in Bangalore Karnatakaaddon Scans
As flu season approaches, health officials in Bangalore, Karnataka, are urging residents to get their flu vaccinations. The seasonal flu, while common, can lead to severe health complications, particularly for vulnerable populations such as young children, the elderly, and those with underlying health conditions.
Dr. Vidisha Kumari, a leading epidemiologist in Bangalore, emphasizes the importance of getting vaccinated. "The flu vaccine is our best defense against the influenza virus. It not only protects individuals but also helps prevent the spread of the virus in our communities," he says.
This year, the flu season is expected to coincide with a potential increase in other respiratory illnesses. The Karnataka Health Department has launched an awareness campaign highlighting the significance of flu vaccinations. They have set up multiple vaccination centers across Bangalore, making it convenient for residents to receive their shots.
To encourage widespread vaccination, the government is also collaborating with local schools, workplaces, and community centers to facilitate vaccination drives. Special attention is being given to ensuring that the vaccine is accessible to all, including marginalized communities who may have limited access to healthcare.
Residents are reminded that the flu vaccine is safe and effective. Common side effects are mild and may include soreness at the injection site, mild fever, or muscle aches. These side effects are generally short-lived and far less severe than the flu itself.
Healthcare providers are also stressing the importance of continuing COVID-19 precautions. Wearing masks, practicing good hand hygiene, and maintaining social distancing are still crucial, especially in crowded places.
Protect yourself and your loved ones by getting vaccinated. Together, we can help keep Bangalore healthy and safe this flu season. For more information on vaccination centers and schedules, residents can visit the Karnataka Health Department’s official website or follow their social media pages.
Stay informed, stay safe, and get your flu shot today!
Acute scrotum is a general term referring to an emergency condition affecting the contents or the wall of the scrotum.
There are a number of conditions that present acutely, predominantly with pain and/or swelling
A careful and detailed history and examination, and in some cases, investigations allow differentiation between these diagnoses. A prompt diagnosis is essential as the patient may require urgent surgical intervention
Testicular torsion refers to twisting of the spermatic cord, causing ischaemia of the testicle.
Testicular torsion results from inadequate fixation of the testis to the tunica vaginalis producing ischemia from reduced arterial inflow and venous outflow obstruction.
The prevalence of testicular torsion in adult patients hospitalized with acute scrotal pain is approximately 25 to 50 percent
Prix Galien International 2024 Forum ProgramLevi Shapiro
June 20, 2024, Prix Galien International and Jerusalem Ethics Forum in ROME. Detailed agenda including panels:
- ADVANCES IN CARDIOLOGY: A NEW PARADIGM IS COMING
- WOMEN’S HEALTH: FERTILITY PRESERVATION
- WHAT’S NEW IN THE TREATMENT OF INFECTIOUS,
ONCOLOGICAL AND INFLAMMATORY SKIN DISEASES?
- ARTIFICIAL INTELLIGENCE AND ETHICS
- GENE THERAPY
- BEYOND BORDERS: GLOBAL INITIATIVES FOR DEMOCRATIZING LIFE SCIENCE TECHNOLOGIES AND PROMOTING ACCESS TO HEALTHCARE
- ETHICAL CHALLENGES IN LIFE SCIENCES
- Prix Galien International Awards Ceremony
These lecture slides, by Dr Sidra Arshad, offer a quick overview of physiological basis of a normal electrocardiogram.
Learning objectives:
1. Define an electrocardiogram (ECG) and electrocardiography
2. Describe how dipoles generated by the heart produce the waveforms of the ECG
3. Describe the components of a normal electrocardiogram of a typical bipolar leads (limb II)
4. Differentiate between intervals and segments
5. Enlist some common indications for obtaining an ECG
Study Resources:
1. Chapter 11, Guyton and Hall Textbook of Medical Physiology, 14th edition
2. Chapter 9, Human Physiology - From Cells to Systems, Lauralee Sherwood, 9th edition
3. Chapter 29, Ganong’s Review of Medical Physiology, 26th edition
4. Electrocardiogram, StatPearls - https://www.ncbi.nlm.nih.gov/books/NBK549803/
5. ECG in Medical Practice by ABM Abdullah, 4th edition
6. ECG Basics, http://www.nataliescasebook.com/tag/e-c-g-basics
Knee anatomy and clinical tests 2024.pdfvimalpl1234
This includes all relevant anatomy and clinical tests compiled from standard textbooks, Campbell,netter etc..It is comprehensive and best suited for orthopaedicians and orthopaedic residents.
New Directions in Targeted Therapeutic Approaches for Older Adults With Mantl...i3 Health
i3 Health is pleased to make the speaker slides from this activity available for use as a non-accredited self-study or teaching resource.
This slide deck presented by Dr. Kami Maddocks, Professor-Clinical in the Division of Hematology and
Associate Division Director for Ambulatory Operations
The Ohio State University Comprehensive Cancer Center, will provide insight into new directions in targeted therapeutic approaches for older adults with mantle cell lymphoma.
STATEMENT OF NEED
Mantle cell lymphoma (MCL) is a rare, aggressive B-cell non-Hodgkin lymphoma (NHL) accounting for 5% to 7% of all lymphomas. Its prognosis ranges from indolent disease that does not require treatment for years to very aggressive disease, which is associated with poor survival (Silkenstedt et al, 2021). Typically, MCL is diagnosed at advanced stage and in older patients who cannot tolerate intensive therapy (NCCN, 2022). Although recent advances have slightly increased remission rates, recurrence and relapse remain very common, leading to a median overall survival between 3 and 6 years (LLS, 2021). Though there are several effective options, progress is still needed towards establishing an accepted frontline approach for MCL (Castellino et al, 2022). Treatment selection and management of MCL are complicated by the heterogeneity of prognosis, advanced age and comorbidities of patients, and lack of an established standard approach for treatment, making it vital that clinicians be familiar with the latest research and advances in this area. In this activity chaired by Michael Wang, MD, Professor in the Department of Lymphoma & Myeloma at MD Anderson Cancer Center, expert faculty will discuss prognostic factors informing treatment, the promising results of recent trials in new therapeutic approaches, and the implications of treatment resistance in therapeutic selection for MCL.
Target Audience
Hematology/oncology fellows, attending faculty, and other health care professionals involved in the treatment of patients with mantle cell lymphoma (MCL).
Learning Objectives
1.) Identify clinical and biological prognostic factors that can guide treatment decision making for older adults with MCL
2.) Evaluate emerging data on targeted therapeutic approaches for treatment-naive and relapsed/refractory MCL and their applicability to older adults
3.) Assess mechanisms of resistance to targeted therapies for MCL and their implications for treatment selection
ARTIFICIAL INTELLIGENCE IN HEALTHCARE.pdfAnujkumaranit
Artificial intelligence (AI) refers to the simulation of human intelligence processes by machines, especially computer systems. It encompasses tasks such as learning, reasoning, problem-solving, perception, and language understanding. AI technologies are revolutionizing various fields, from healthcare to finance, by enabling machines to perform tasks that typically require human intelligence.
Title: Sense of Taste
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the structure and function of taste buds.
Describe the relationship between the taste threshold and taste index of common substances.
Explain the chemical basis and signal transduction of taste perception for each type of primary taste sensation.
Recognize different abnormalities of taste perception and their causes.
Key Topics:
Significance of Taste Sensation:
Differentiation between pleasant and harmful food
Influence on behavior
Selection of food based on metabolic needs
Receptors of Taste:
Taste buds on the tongue
Influence of sense of smell, texture of food, and pain stimulation (e.g., by pepper)
Primary and Secondary Taste Sensations:
Primary taste sensations: Sweet, Sour, Salty, Bitter, Umami
Chemical basis and signal transduction mechanisms for each taste
Taste Threshold and Index:
Taste threshold values for Sweet (sucrose), Salty (NaCl), Sour (HCl), and Bitter (Quinine)
Taste index relationship: Inversely proportional to taste threshold
Taste Blindness:
Inability to taste certain substances, particularly thiourea compounds
Example: Phenylthiocarbamide
Structure and Function of Taste Buds:
Composition: Epithelial cells, Sustentacular/Supporting cells, Taste cells, Basal cells
Features: Taste pores, Taste hairs/microvilli, and Taste nerve fibers
Location of Taste Buds:
Found in papillae of the tongue (Fungiform, Circumvallate, Foliate)
Also present on the palate, tonsillar pillars, epiglottis, and proximal esophagus
Mechanism of Taste Stimulation:
Interaction of taste substances with receptors on microvilli
Signal transduction pathways for Umami, Sweet, Bitter, Sour, and Salty tastes
Taste Sensitivity and Adaptation:
Decrease in sensitivity with age
Rapid adaptation of taste sensation
Role of Saliva in Taste:
Dissolution of tastants to reach receptors
Washing away the stimulus
Taste Preferences and Aversions:
Mechanisms behind taste preference and aversion
Influence of receptors and neural pathways
Impact of Sensory Nerve Damage:
Degeneration of taste buds if the sensory nerve fiber is cut
Abnormalities of Taste Detection:
Conditions: Ageusia, Hypogeusia, Dysgeusia (parageusia)
Causes: Nerve damage, neurological disorders, infections, poor oral hygiene, adverse drug effects, deficiencies, aging, tobacco use, altered neurotransmitter levels
Neurotransmitters and Taste Threshold:
Effects of serotonin (5-HT) and norepinephrine (NE) on taste sensitivity
Supertasters:
25% of the population with heightened sensitivity to taste, especially bitterness
Increased number of fungiform papillae
Title: Sense of Smell
Presenter: Dr. Faiza, Assistant Professor of Physiology
Qualifications:
MBBS (Best Graduate, AIMC Lahore)
FCPS Physiology
ICMT, CHPE, DHPE (STMU)
MPH (GC University, Faisalabad)
MBA (Virtual University of Pakistan)
Learning Objectives:
Describe the primary categories of smells and the concept of odor blindness.
Explain the structure and location of the olfactory membrane and mucosa, including the types and roles of cells involved in olfaction.
Describe the pathway and mechanisms of olfactory signal transmission from the olfactory receptors to the brain.
Illustrate the biochemical cascade triggered by odorant binding to olfactory receptors, including the role of G-proteins and second messengers in generating an action potential.
Identify different types of olfactory disorders such as anosmia, hyposmia, hyperosmia, and dysosmia, including their potential causes.
Key Topics:
Olfactory Genes:
3% of the human genome accounts for olfactory genes.
400 genes for odorant receptors.
Olfactory Membrane:
Located in the superior part of the nasal cavity.
Medially: Folds downward along the superior septum.
Laterally: Folds over the superior turbinate and upper surface of the middle turbinate.
Total surface area: 5-10 square centimeters.
Olfactory Mucosa:
Olfactory Cells: Bipolar nerve cells derived from the CNS (100 million), with 4-25 olfactory cilia per cell.
Sustentacular Cells: Produce mucus and maintain ionic and molecular environment.
Basal Cells: Replace worn-out olfactory cells with an average lifespan of 1-2 months.
Bowman’s Gland: Secretes mucus.
Stimulation of Olfactory Cells:
Odorant dissolves in mucus and attaches to receptors on olfactory cilia.
Involves a cascade effect through G-proteins and second messengers, leading to depolarization and action potential generation in the olfactory nerve.
Quality of a Good Odorant:
Small (3-20 Carbon atoms), volatile, water-soluble, and lipid-soluble.
Facilitated by odorant-binding proteins in mucus.
Membrane Potential and Action Potential:
Resting membrane potential: -55mV.
Action potential frequency in the olfactory nerve increases with odorant strength.
Adaptation Towards the Sense of Smell:
Rapid adaptation within the first second, with further slow adaptation.
Psychological adaptation greater than receptor adaptation, involving feedback inhibition from the central nervous system.
Primary Sensations of Smell:
Camphoraceous, Musky, Floral, Pepperminty, Ethereal, Pungent, Putrid.
Odor Detection Threshold:
Examples: Hydrogen sulfide (0.0005 ppm), Methyl-mercaptan (0.002 ppm).
Some toxic substances are odorless at lethal concentrations.
Characteristics of Smell:
Odor blindness for single substances due to lack of appropriate receptor protein.
Behavioral and emotional influences of smell.
Transmission of Olfactory Signals:
From olfactory cells to glomeruli in the olfactory bulb, involving lateral inhibition.
Primitive, less old, and new olfactory systems with different path
- Video recording of this lecture in English language: https://youtu.be/lK81BzxMqdo
- Video recording of this lecture in Arabic language: https://youtu.be/Ve4P0COk9OI
- Link to download the book free: https://nephrotube.blogspot.com/p/nephrotube-nephrology-books.html
- Link to NephroTube website: www.NephroTube.com
- Link to NephroTube social media accounts: https://nephrotube.blogspot.com/p/join-nephrotube-on-social-media.html
2. Introduction
Amul, formed in 1946, is a dairy cooperative, based
in Anand, Gujarat.
Establishment of Amul was marked as an epoch in the
White Revolution
Largest food brand in India & world's Largest
Pouched Milk Brand
Product Portfolio - Bread Spreads, Milk Drinks,
Fresh Milk, Power Milk, Cheese, Desserts
Market leader in ghee and butter with 85% market
share
Symbol of high quality products sold at reasonable
prices, of availability, of service.
3. Introduction (Contd..)
Brand name of 2 million farmers, members of 10,000
village dairy cooperative societies throughout Gujarat.
Positioned itself as "Taste of India“, consistent
communication campaign & brand strategy for the past 60
yrs.
Recognizable mascot “Amul girl” & tagline “Utterly Butterly
Delicious Amul!”
Amul’s advertising and marketing spend has never
exceeded 1% of its revenues.
Buttressing Strengths: Distribution & value-for-money
seem to be the major strengths on which the brand’s
popularity rests.
5. Brand Hierarchy
Ice cream Chocolates Fresh Milk Milk Power
Beverages Cheese (1962) Breadspread Ghee (1956)
(1996) (1973) (1956) (1958)
Amul Ice Amul Cool Condensed Amul Spray Amul Butter Amul
ChocoZoo Paneer (1997)
creams Café Milk (1996) (1968) (1956) PureGhee
Flaavyo
Amul cool Butter Milk Amulya Pizza Cheese Amul Lite Amul
Frozen Congrats
Coco (1998) (1987) (1998) (1994) Cowghee
yogurt
Rejoice
(The hierarchy goes down stating many more brands, but we haven’t
included here, as it was turning illegible.)
6. Understanding Levels of Competition
Level Of
Butter Ice- creams Milk Chocolates
Competition
Mother Dairy, Mother Dairy, Vita
Kwality Walls, Nestle, Cadbury,
Product form Vita Dairy, Dairy, Kwality
Mother Dairy, Lotte
Home- made Dairy
Cream Bell
butter
Baskin Robbin,
Gyanis, Nirulas, Nestle, Britannia
Nutralite, Le-
Product category Haagen-Dazs, (condensed milk , Hershey, Mars,
Bon, Britannia,
Coco -Berry flavoured milk& Ferrero
Nestle, Kissan
Powdered milk)
Frito Lay,
Frito Lay, HUL Bisleri, Coke, Britannia, Nestlé
Frito Lay, Britannia
Generic Pepsi, Kingfisher, HUL
Nestlé, HUL Nescafe
Beverages, Fast
Chocolates, Fast Beverages, Fast Britannia, Video food, Video
Budget
food, Ice-creams, food, Chocolates, Rentals, Ice Rentals, Ice
Video Rentals Video Rentals creams, Fast food creams
7. Understanding the Customer (STP)
Young Nation – have to meet the ever-increasing nutritional needs of the
new & old generations
Segmentation is not so easy because of mixed audience & various culinary
application of Amul products.
Nevertheless, segmentation can be done as follows:
a) Customer based:
Kids – Amul Kool, Chocolates, Nutramul
Women – Amul Cacli+
Youth – Milk shakes, Café, Cheese, Desserts
Calorie conscious – Amul Lite, Trim milk, Amul Shakti
b) Industry based:
Milk – Ice cream manufacturers, Restaurants, Coffee shops
Butter/Ghee/Cheese – Bakery, Snacks retailers, Pizza joints
Targeting – Concentrating equally on end-users as well as the third parties
involved in supply chains. Amul has particularly identified “youth” as one of its
potential segments. Working towards this aspect, it has come up with Amul
parlours in cities.
8. Understanding the Customer (STP)(Contd..)
Positioning
A mass market player, no premium offerings
USP – Quality with affordability
Amul as “Taste of India” creates value for money for both the dairy farmers
and the customers
New offerings for health conscious & vibrant India – Probiotic ice creams,
sugar free delights, Amul Kool Café etc.
10. Brand Elements (Contd..)
The Brand Name: "Amul," is the acronym of Anand
Milk Union Limited, comes from the Sanskrit
"Amoolya," meaning Precious/Priceless. It was
suggested by a quality control expert in Anand.
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
12. Marketing Mix – 4Ps’
• Pasteurizes milk & produces condensed
forms; focused on dairy segment
• Total length of Amul’s product mix is 42;
PRODUCT Width is 8
• Portfolio: Butter, Milk, Milk Powder,Ghee,
Cheese & Spreads, Chocolates, Desserts & so
on
• Been innovative & introduced products for
specific customer segments .
Follows a low-cost price strategy – Quality with
Affordability (core essence of Amul)
Totally market oriented pricing strategy to
appeal to common masses.
GCMMF sets up pricing model & considers cost PRICE
aspects: Cost of milk, Labour cost, Processing
cost, Packaging cost, Advertising
cost, Transportation cost, Sales promotion
costs, Taxes etc.
13. Marketing Mix – 4Ps’ (Contd..)
• Covers 2.41 million producer members with milk collection
average of 5.08 million litres/day.
• SCM: Farmers Village Cooperative Societies (VCS)
PLACE Manufacturing units Company Depots Wholesale
Distributors Retailers.
• Market Logistics:
– 10000 village cooperative societies
– 3600 wholesale distributors, 45 depots in India
– Over 5,00,000 retailers spread all over India
• Amul has entered overseas markets such as
Mauritius,UAE, USA, Bangladesh, Australia, China, Singapore,
Hong Kong etc.
Amul Moppet, little girl ; created a home in hearts & minds
of millions of Indians. PROMOTION
AMUL promotes its products through newspaper, T.V.,
hoarding etc.
14. •First Mover
•Outdoor Media
advantage
•Broadcast Media
•Market Leader
•Internet Product
Strategy •USP- taste
Communi- Sources
Distribution
cation of Brand Strategy
Strategy Equity
Pricing •Network of 3500
•Low cost- affordable Strategy Distributors
•High quality •500,000 retail outlets
•Long time survivors •Amul Parlors, Cyber
stores
15. Communication Strategy
The big Idea of Amul
The Big Idea of Amul centers around two basic themes – The
core idea based on the concept of delicious taste, and
consequently, a new idea that focuses on having a taste of
everyday life across all its campaigns.
It basically brings out the ability to ‘laugh at yourself’ and at the
problems around you.
Amul tries to view common situations with a different
perspective, a humorous outlook on all the controversies and
issues of a common man‘s life – and as such, it connects to the
public through its mascot – The Amul Utterly Butterly Girl.
The Amul girl was born as a rival
to the Polson butter girl.
16. The big Idea of Amul
The Utterly Butterly campaign involving the Amul girl started
way back in 1967.
Since then, it has been the longest running Ad campaign - Now
preparing to enter into the Guinness book of world record for its
long race.
The slogan has always been 'Utterly Butterly Delicious'.
The biggest success of the campaign lies in the fact that no
particular time or period could have frozen this character. It does
not belong to an era. It has moved along with time reacting to
the new events through time.
The magic of the idea lies in the humor that anybody would
enjoy. The Amul ads don't pander to one’s nationality or certain
sentiments. It is pure and simple, everyday fun.
22. Amul & Second life
Amul has set up its virtual
production facility in Second Life.
Amul has bought eight islands, equal to 160 acres of
virtual land, in Second Life to set up a simulation of its
production and distribution facility.
The objective behind launching a virtual setup is to
demonstrate its functioning to the consumers, and
experiment with any change in the production or
distribution system virtually before executing it in the
real world.
23. Leveraging Secondary Associations
Managed by an apex cooperative organization, Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF)
• Amul is the brand name of 2 million farmers, members of
10,000 village dairy cooperative societies throughout
Gujarat.
• GCMMF ensures that product mix & new product
introduction is consistent with the core philosophy of
providing milk at a basic, affordable price.
Distribution Channels – Soul of Amul Saga
• Collects 447,000 litres of milk from 2.12 million farmers
everyday
• Delivers goods worth Rs 6 crore to over 5,00,000 retail
outlets across country
• Aim is to transform lives in rural India & contribute to
development of society.
24. Leveraging Secondary Associations
Mascot – "Amulbaby" (a chubby butter girl dressed in
polka dotted dress)
A ‘pun’ loving star – with her bold tongue-in-cheek topicals made way directly
into the hearts of millions.
Found her way directly into the Guinness Book of World Records for
the longest running campaign ever.
Playing the role of a social observer, its weekly comments have tickled
India’s funny bone since 1967
Amul’s consistently been into sponsorships - associated itself with high
TRP show’s like:
Surabhi (1990’s, Doordarshan)
Star Voice of India (2007, Star TV)
Master Chef India
Proud sponsor of Indian Olympic team for the year 2012.
Conducts various contests:
Chef of the year
Amul Maharani of the year
Amul Food Festival Contest
Slogan likho, Disneyland dekho contest
Amulya Fly to Bangkok contest
31. BRAND
IMAGE MATCH
AMUL
MOTHER DAIRY
BRITANNIA
100 % of our respondents were able to identify the Amul butter mascot
32. If Amul butter is out of stock?
BRAND
LOYALTY 14%
25%
61%
No, I will search for the AMUL Butter( Mera wala
Butter)
Hmmm Will try to search, if not then any butter
I will Buy any Butter, It really doesn't matter
33. BRAND If Amul was your
friend, what traits would
PERSONALITY he/she have?
Brand Personality
Cheerful 65%
Fun Loving 60%
Reliable 58%
Healthy 52%
Youthful 46%
Family Oriented 43%
Traditional 23%
Culture Oriented 22%
0% 10% 20% 30% 40% 50% 60% 70%
34. Culture
Cheerful
Oriented
Traditional Reliable
MENTAL MAP
Family
Healthy
Oriented
Fun Loving Youthful
35. Taste, Qualit
y
Gregarious, Brand Prism Co-
Friendly
Operative, Sh
aring
Culture
36. Sources of Brand Equity (CBBE Pyramid)
Resonance
Loyalty, Connect with
customer, Attachment
Judgments
Feelings
Quality, product
for every Trustworthy,
class, credibility, in Fun, Exciting
novative
Performance Imagery
Convenient, widely Traditional, Pure, Natura
available, reliable, satisfaction l, Fresh
, value for money
Salience
Brand recall, strong distributor network, awareness, range of products, packaging.
37. Brand/Category Extension
Launch of new products like:
Amul PRO – Malt based food
Amul Flaavyo Frozen Dessert
Nutramul – Malt based drink
Amul Prolife – Probiotic Dahi
Amul Flaavyo yogurt – Probiotic yogurt
Amul Stamina – Energy Drink
Localised products like:
Amul Shrikhand,
Amul Basundi
Amul Lassi
38. Channel Extension
To reach out its consumers more directly and let them have
the total brand experience, Amul has come up with an
extensive network of 6000 outlets in the following format:
Amul Preferred Outlets
Amul Ice-cream Parlour
Amul Railway Stalls
Amul Kiosks in Food courts/ Cinemas
Café Amul
Amul cyber store
Ice-cream cyber store
39. What more can Amul do?
Can introduce Proteins Shakes – going ahead with their
strategy to meet needs of emerging market segments
Can introduce Bread – will complement rest of the
products in the portfolio. Will try to increase the usage
occasions of Amul products.
Can come up with sugar free chocolates and mithai
range.
Can introduce its own range of milk cookies and
biscuits.