1. Brand Audit of Amul by : Group 2

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 & worlds LargestPouched Milk Brand Product Portfolio - Bread Spreads, Milk Drinks,Fresh Milk, Power Milk, Cheese, Desserts Market leader in ghee and butter with 85% marketshare Symbol of high quality products sold at reasonableprices, of availability, of service. 3. Introduction (Contd..) Brand name of 2 million farmers, members of 10,000village dairy cooperative societies throughout Gujarat. Positioned itself as "Taste of India, consistentcommunication campaign & brand strategy for the past 60yrs. Recognizable mascot Amul girl & tagline Utterly ButterlyDelicious Amul! Amuls advertising and marketing spend has neverexceeded 1% of its revenues. Buttressing Strengths: Distribution & value-for-moneyseem to be the major strengths on which the brandspopularity rests. 4. Brand PortfolioButterMilk Drinks Powder Milk Fresh Milk Cheese Cooking DessertsHealth Drinks 5. Brand HierarchyIce creamChocolates Fresh MilkMilk Power Beverages Cheese (1962) Breadspread Ghee (1956)(1996) (1973) (1956)(1958)Amul IceAmul Cool Condensed Amul Spray Amul Butter Amul ChocoZooPaneer (1997) creams CafMilk (1996) (1968) (1956)PureGhee FlaavyoAmul cool Butter MilkAmulyaPizza Cheese Amul Lite Amul Frozen CongratsCoco(1998)(1987)(1998) (1994)Cowghee yogurtRejoice (The hierarchy goes down stating many more brands, but we haventincluded here, as it was turning illegible.) 6. Understanding Levels of Competition Level OfButterIce- creams MilkChocolates Competition Mother Dairy,Mother Dairy, Vita Kwality Walls,Nestle, Cadbury, Product formVita 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 -Berryflavoured milk&Ferrero Nestle, KissanPowdered milk) Frito Lay, Frito Lay, HUL Bisleri, Coke, Britannia, Nestl Frito Lay, BritanniaGeneric Pepsi, Kingfisher, HUL Nestl, HULNescafe Beverages, Fast Chocolates, FastBeverages, FastBritannia, Video food, VideoBudget food, Ice-creams, food, Chocolates,Rentals, Ice Rentals, Ice Video Rentals Video Rentalscreams, Fast foodcreams 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 culinaryapplication of Amul products.Nevertheless, segmentation can be done as follows: a) Customer based: Kids Amul Kool, Chocolates, Nutramul Women Amul Cacli+ Youth Milk shakes, Caf, Cheese, Desserts Calorie conscious Amul Lite, Trim milk, Amul Shaktib)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 Caf etc. 9. Brand Elements 10. Brand Elements (Contd..) The Brand Name: "Amul," is the acronym of AnandMilk Union Limited, comes from the Sanskrit"Amoolya," meaning Precious/Priceless. It wassuggested 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 beenthe mascot of Amul since 1967, sporting a young girl inred polka dot frock with Utterly butterly deliciousjingle. The URL: www.amul.com 11. Brand Building 12. Marketing Mix 4Ps Pasteurizes milk & produces condensed forms; focused on dairy segment Total length of Amuls product mix is 42;PRODUCTWidth 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 withAffordability (core essence of Amul) Totally market oriented pricing strategy toappeal to common masses. GCMMF sets up pricing model & considers costPRICEaspects: Cost of milk, Labour cost, Processingcost, Packaging cost, Advertisingcost, Transportation cost, Sales promotioncosts, Taxes etc. 13. Marketing Mix 4Ps (Contd..) Covers 2.41 million producer members with milk collectionaverage of 5.08 million litres/day. SCM: FarmersVillage Cooperative Societies (VCS) PLACEManufacturing units Company DepotsWholesaleDistributors 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 asMauritius,UAE, USA, Bangladesh, Australia, China, Singapore,Hong Kong etc. Amul Moppet, little girl ; created a home in hearts & mindsof millions of Indians. PROMOTION AMUL promotes its products through newspaper, T.V.,hoarding etc. 14. First MoverOutdoor Mediaadvantage Broadcast Media Market Leader Internet Product StrategyUSP- tasteCommuni-SourcesDistributioncationof BrandStrategy StrategyEquityPricingNetwork of 3500Low cost- affordable Strategy Distributors High quality500,000 retail outletsLong time survivors Amul Parlors, Cyberstores 15. Communication StrategyThe big Idea of Amul The Big Idea of Amul centers around two basic themes Thecore idea based on the concept of delicious taste, andconsequently, a new idea that focuses on having a taste ofeveryday life across all its campaigns. It basically brings out the ability to laugh at yourself and at theproblems around you. Amul tries to view common situations with a differentperspective, a humorous outlook on all the controversies andissues of a common mans life and as such, it connects to thepublic through its mascot The Amul Utterly Butterly Girl. The Amul girl was born as a rivalto the Polson butter girl. 16. The big Idea of Amul The Utterly Butterly campaign involving the Amul girl startedway back in 1967. Since then, it has been the longest running Ad campaign - Nowpreparing to enter into the Guinness book of world record for itslong race. The slogan has always been Utterly Butterly Delicious. The biggest success of the campaign lies in the fact that noparticular time or period could have frozen this character. It doesnot belong to an era. It has moved along with time reacting tothe new events through time. The magic of the idea lies in the humor that anybody wouldenjoy. The Amul ads dont pander to ones nationality or certainsentiments. It is pure and simple, everyday fun. 17. Communication StrategyOutdoor Media: Hoardings/Billboards 18. Print Media : Newspapers,General Interest Magazines 19. Broadcast Media: Television 20. Amul TV 21. Internet : Independentwebsites, Portals 22. Amul & Second life Amul has set up its virtualproduction facility in Second Life. Amul has bought eight islands, equal to 160 acres ofvirtual land, in Second Life to set up a simulation of itsproduction and distribution facility. The objective behind launching a virtual setup is todemonstrate its functioning to the consumers, andexperiment with any change in the production ordistribution system virtually before executing it in thereal 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 SagaCollects 447,000 litres of milk from 2.12 million farmers everydayDelivers goods worth Rs 6 crore to over 5,00,000 retail outlets across countryAim is to transform lives in rural India & contribute to development of society. 24. Leveraging Secondary Associations Mascot "Amulbaby" (a chubby butter girl dressed inpolka dotted dress) A pun loving star with her bold tongue-in-cheek topicals made way directlyinto 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 Indias funny bone since 1967 Amuls consistently been into sponsorships - associated itself with highTRP shows like:Surabhi (1990s, Doordarshan)Star Voice of India (2007, Star TV)Master Chef IndiaProud sponsor of Indian Olympic team for the year 2012. Conducts various contests:Chef of the yearAmul Maharani of the yearAmul Food Festival ContestSlogan likho, Disneyland dekho contestAmulya Fly to Bangkok contest 25. Primary Researchand Findings 26. Demographics No. of Respondents: 100 27. Amuls rating on differentparameters 28. Amuls rating on differentparameters 29. Amuls rating on differentparameters 30. Amuls rating on differentparameters 31. BRAND IMAGEMATCH AMULMOTHER DAIRYBRITANNIA100 % of our respondents were able to identify the Amul butter mascot 32. If Amul butter is out of stock? BRANDLOYALTY 14%25% 61%No, I will search for the AMUL Butter( Mera walaButter)Hmmm Will try to search, if not then any butterI will Buy any Butter, It really doesnt matter 33. BRANDIf Amul was yourfriend, what traits wouldPERSONALITY he/she have?Brand Personality Cheerful65% Fun Loving60%Reliable 58%Healthy52% Youthful46%Family Oriented43% Traditional 23%Culture Oriented 22% 0% 10%20% 30% 40% 50% 60%70% 34. Culture CheerfulOrientedTraditionalReliable MENTAL MAP Family HealthyOrientedFun LovingYouthful 35. Taste, Qualit yGregarious,Brand Prism Co- Friendly Operative, Sharing Culture 36. Sources of Brand Equity (CBBE Pyramid)Resonance Loyalty, Connect with customer, AttachmentJudgments FeelingsQuality, productfor everyTrustworthy,class, credibility, in Fun, ExcitingnovativePerformanceImageryConvenient, widelyTraditional, Pure, Naturaavailable, reliable, satisfactionl, Fresh , value for moneySalience 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 havethe total brand experience, Amul has come up with anextensive network of 6000 outlets in the following format: Amul Preferred Outlets Amul Ice-cream Parlour Amul Railway Stalls Amul Kiosks in Food courts/ Cinemas Caf 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.