Amul: Brand Audit

33
Brand Audit

description

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.

Transcript of Amul: Brand Audit

Page 1: Amul: Brand Audit

Brand Audit

Page 2: Amul: Brand Audit

Brand Recall

Brand Image

Brand Preference

Brand Opportunities

Brand Loyalty

Brand Personality

100 Respondents

Primary Research

Page 3: Amul: Brand Audit

Male54%

Female46%

Gender

Demographics of

the Respondents

22%

57%

21%

Age

18-21 22-25 26-30

New Delhi60%

Mumbai11%

Hy-dera-bad12%

Gurgaon5%

Ahmedabad8%

Noida4%

Location

Page 4: Amul: Brand Audit

HISTORY

TRANSITION

Page 5: Amul: Brand Audit

Kaira Cooperative AMUL

1946 1957

Page 6: Amul: Brand Audit

PRODUCT MIX

Page 7: Amul: Brand Audit
Page 8: Amul: Brand Audit
Page 9: Amul: Brand Audit
Page 10: Amul: Brand Audit
Page 11: Amul: Brand Audit
Page 12: Amul: Brand Audit

Brand Recall

AMUL

Page 13: Amul: Brand Audit

AMUL

MOTHER DAIRY

BRITANNIA

NUTRALITE The Creamier, Tastier Butter

Healthier than Butter

Utterly Butterly Delicious

Eat Healthy, Think Better

MATCH

Page 14: Amul: Brand Audit

COMPETITION

Page 15: Amul: Brand Audit

Extremely Good60%

Good33%

Well Enough5%

Not Satisfactory2% Availability

Extremely Good51%Good

42%

Well Enough5%

Not Satisfactory1%

Worst1% Quality

Extremely Good14%

Good55%

Well Enough29%

Not Satisfactory2%

Nutrition Value

Page 16: Amul: Brand Audit

Extremely Good15%

Good57%

Well Enough

22%

Not Satisfactory5%

Packaging

Extremely Good12%

Good46%

Well Enough36%

Not Satisfactory5%

Worst1%

Price

Extremely Good60%

Good34%

Well Enough4%

Not Satisfactory1%

Worst1%

Taste

Page 17: Amul: Brand Audit

POINTS OF PARITY

•Yellow Packaging•Lot Sizes•Price

Page 18: Amul: Brand Audit

POINTS OF DIFFERENCE

• Print Ads: Satire comments on recent happenings

• Quality: Purity of the Product

• Nation-wide presence

• Recent marketing campaign: Asli Taste, Asli Butter

Page 19: Amul: Brand Audit

www.amul.com

Page 20: Amul: Brand Audit

•First Mover advantage• Market Leader• USP- taste

• Network of 3500 Distributors

• 500,000 retail outlets• Amul Parlors, Cyber stores

• Low cost- affordable• High quality

• Long time survivors

• Outdoor Media• Broadcast Media

• Internet

Page 21: Amul: Brand Audit

Outdoor Media:

Hoardings/Billboards

Page 22: Amul: Brand Audit

Broadcast Media: Television

Page 23: Amul: Brand Audit

Print Media : Newspapers,

General Interest Magazines

Page 24: Amul: Brand Audit

Internet : Independent

websites ,Portals

Page 25: Amul: Brand Audit

MATCH

AMUL

MOTHER DAIRY

BRITANNIA

BRAND IMAGE

Page 26: Amul: Brand Audit

BRAND LOYALTY

26%

61%

14%

No, I will search for the AMUL Butter( Mera wala Butter)Hmmm Will try to search, if not then any butterI will Buy any Butter, It really doesn't matter

Page 27: Amul: Brand Audit

Cheerful

Fun Loving

Family Oriented

Youthful

Healthy

Reliable

Culture Oriented

Traditional

MENTAL MAP

Page 28: Amul: Brand Audit

BRAND PERSONALITY

Culture Oriented

Traditional

Family Oriented

Youthful

Healthy

Reliable

Fun Loving

Cheerful

0% 10% 20% 30% 40% 50% 60% 70%

22%

23%

43%

46%

52%

58%

60%

65%

Brand Personality

Page 29: Amul: Brand Audit

Cheerful

Fun Loving

Family Oriented

Youthful

Healthy

Reliable

Culture Oriented

Traditional

BRAND MANTRA

Page 30: Amul: Brand Audit

Physiq

ue

Personali

ty

Rela

tionsh

ip

Cu

ltur

e

Self

Image

Refle

ctio

n

Brand PrismCo-Operative,

Sharing

Fun Loving,

Proud IndianTaste, Quality

Gregarious, Friendly

Value

oriented

Simple, Indian,

Page 31: Amul: Brand Audit

Brand Salience

Brand Performance

Brand Imagery

ConsumerJudgement

ConsumerFeelings

BrandResonance

Taste Aroma

Nutritional Value

Availability Price

Loyal set of customersSense of attachment

Awareness level is very high

Brand Recall is 100%Butter = Amul

Cheerful, fun loving

Values and EthicsEmotional connect :

High

Bond with the motherland

Amul : Delivering great quality products since

many years

Good

Page 32: Amul: Brand Audit

RECOMMENDATIONS

Page 33: Amul: Brand Audit

THANK YOU

Presented By:

Ankita Maheshwari91007H. Sanchay Grover91021Madhusudan Partani91029Rajat Rathore91042Shivi Aggrawal

91051