3. Case Highlights
• Tagline: The Taste of India
• Creator of Amul Girl: Advertising agency da Cunha
Communications
• Sylvester da Cunha and Eustace Fernandes created Amul
girl in 1967.
• They wanted a cute, mischievous girl as a cartoon
mascot.
• Target Audience: Childrens
8. Brand Personality
• Simple and Indian in nature
• Largest producer of Milk and Milk products in the
World
• Largest food brand of India with annual turnover
of USD 1.068 Billion
• Amul represents economic freedom of Dairy
Farmers
9. Brand Positioning
• Brand Positioning Statement: “Taste of India”
• Functional Attributes of Amul:
- Value for Money
- Product Availability
• Descriptive Factors: Amul has become a
family brand and it relates to its homely image
10. Brand Identity
• Amul Mascot is a 6 year old girl and is same from
1967.
• Amul girl signifies that the brand does not get old.
• Amul represents economic freedom of Dairy
farmers.
• Amul Parlours: A franchise concept has a strong
retail foothold.
11. Amul: The way ahead
• Amul should increase their number of Parlors.
• Amul should target the International market and
increase its visibility internationally.
• Amul has decided to increase the production
capacity and has decided to set up various milk
processing plants in India.
• Amul must strive to increase their relationship
with the dealers as there is very poor brand
image of Amul in the minds of the retailers.
13. Amul Mascot Modifications ??
• Amul Mascot ( a 6 year old girl ) signifies that
The Brand Amul does not get old.
• Amul Brand mascot is modified might lose brand
identification in rural areas.
• Amul has started various ad campaigns along with
Amul girl. For Eg. “Eat Milk with every meal”
• Amul must continue the witty comments on social
issues on print media as people look forward to
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