Brand building on consumer product advertising - AMUL

1. BRAND BUILDING ON CONSUMER
PRODUCT ADVERTISING
On AMUL ICE CREAM

2. WHAT IS A BRAND?
A Service A Logo
Brand = Product + Images
A brand is essentially a marketers promise to deliver a specific set of features,
benefits & services consistently to the buyers
Brand building advertising
• Consumer product advertising is the most researched form of advertising
• Advertising for consumer product is as sensitive subject(dealing with feeling)
• Large part of advertising is on television
• Each brand need its own advertising look and feel

3. BUILDING BLOCKS OF
BRAND BUILDING ADVERTISING
BRAND
Company
analysis
•Size, profitability,
•distribution, technology
• Market analysis
Size, volume, value, growth, geographic,
seasonality
Competitor analysis
Size, profitability, strengths, weaknesses
Consumer
analysis
•Size, demographic, geographic
•Usage, depth, width

4. BRAND-BUILDING: THE STEPS
Determine the current image with consumers
Define the desired image
Identify focus areas for action
•Product development/innovation
•Packaging/delivery systems
•Advertising/promotions
Implement action plan with
a monitoring programme
Feedback to action plan

5. • Role of advertising in brand-building will tend to vary with
category type
Consumer products Consumer Durables Services
Lower Value Higher Value Indeterminate
Frequent infrequent indeterminate
Narrow /Board
target consumer
Narrow target
consumer
Vary

6. AMUL
• Formed in 1946 INDIA.
• White Revolution of India
• largest producer.
• AMUL means "priceless"
The brand name "Amul," from the Sanskrit“ Amoolya," was
suggested by a quality control expert in Anand
Verghese Kurien Founder (Father of white revolution)
Amul is flagship brand of GCMMF

7. AMUL: ICE CREAM
Amul expanded its to include milk derivatives, so GCMMF
• In early 90’s ice cream was packed food category in India.
Per capita
Consumption
106 ml = India
300 ml in Pakistan
22 l in USA
Reason = Ice cream regarded as premium product
Ice cream market
Rs. 2000 cr
Growing at 11%
Unorganized sector
60% of market
Rs.1200 cr
Organised Sector
40% of the market
Rs.800 cr
launched AMUL ICE CREAM in 1995

8. THE MARKETING CHALLENGE
•
AMUL Milk, Butter Ice Cream
It had disadvantage being late entrant in complex
market
• Was up against several competitors
• Distribution was a key competitive strength
• Ice cream being highly perishable, it needs large network of
freezers
• Competition had advantage with network of retailers.

9. AMUL VISION
Amul believed to become leader ,it had to change
How ice cream was marketed?
How consumers saw ice cream?
Manage the marketing mix.
Pillar of Ice cream
a. Availability
b. Affordability
c. Excitement
Amul revolutionized the ice cream business by changing:-
Pricing
Distribution
Product

10. CHANGING THE PARADIGM
Consumers believed that ice cream were for special
occasion ,ice cream are for celebration
but AMUL changed this paradigm by taking crucial
steps in marketing mix
• To change the perception
• Move consumer to have ice cream
when they just feel

11. Understanding the consumer
DRAFTFCB+Ulka team set out on nationwide research to
understand
• How consumers are related to ice cream?
• Perception on various ice cream brands
Using a MIND & MOOD tool, they spoke to hundreds of people
across cities
MIND & MOOD tool- conversion with consumers without barriers
Endless of conversation with consumers ,bore fruit

12. THE REAL MILK STORY
Amul = PURE MILK
In ice cream the DRAFTFCB+ULKA team discovered
Ice cream is for celebration/gratification but some mothers used ice
cream for different purpose.
Mothers were concerned when children don’t take the required dose
of milk so these mothers attract the children to consume milk in the
form of ice cream
Advantage of milk based ice cream is milk consist of vitamin A,D,E,K
so child is not taking milk he/she can opt for one cup of ice cream=
one glass pure milk, according to these mothers

13. THE COMMUNICATION STRATEGY
• DRAFTFCB+ULKA used the insight of amul’s strong milk
values
• The agency decided to position AMUL ice cream as
Real Milk. Real Ice cream

14. RESULTS
• Research
• Core of communication
• Market leader