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Brand building @ amul.coop
Brand building @ amul.coopJayen Mehta
GCMMF Ltd., Anand
November 10, 2006
Contents Amul History and Current Operations Amul Brand Details Amul Brand Management Amul.com Extension in the Digital era Amul in Retailing Amul as Asias largest Milk Brand
The birth of Amul
Linked to the freedom movement of India Founded in 1946 to stop the exploitation of milk producers at the hands of middlemen Inspiration of pre-eminent national leaders A cooperative movement - member control on milk production, processing & marketing A humble beginning with 2 village societies and 246 litres of milk...
Amul - today 2.5 million milk producers families part of a fraternity of 13 million coop producersnationwide
13,000 village societies there are over 113,000 coop milk societies pan India 8.1 million litres of milk procured in peak season on a single day India is the largest producer of milk in the world ! Rs 100 million handled in cash daily Milk is the biggest agricultural crop in India ! 13 district Unions there are 180 cooperative dairy unions across the country
GCMMF - Operations Indias largest food products marketing organisation 4 Distribution Highways 20 Product Groups 400+ SKUs
34 Supply Centres 50 Sales Offices 300 member sales team 5000 Stockists 700,000 Retail outlets Rs 4,500 crore (US$ 1 billion) annual Sales Turnover
Amul
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It means priceless in Sanskrit and many Indian languages
Amul Commitment to Quality
Value for money The generation of awareness The fostering of loyalty Development of strong brand identity
Amul1956
Icecream1996
Chocolates1973 Shrikhand
1980 Fresh Milk
1956Milk Power 1958
Cheese1962 Breadspread
Ghee1956
FatFree
Dessert2002
Nutrauamul1973Gulabjamun
1997
UHTRange
1980/99 Amulspray1968
CheeseSpread1986
AmulButter 1956
CowGhee2002
SoftyMix
2001
Eclairs2001 Gulabjamun
mix
1999
CondensedMilk
1996
AmulWMP
1960
Paneer 1997
Amul Lite1994
AmulShakti2003
Kulfi Mix2001Buttermilk
1998 Amulya
1987 pizzaCheese1998
Margarine2004
Chocozoo2005
Laddoo2004
fresh Curd1999
Amul IMF1&22001
Emmental
Cheese1999
Basundi2005
Flavoured
Milk 2001
Instant
FCMP2002
Frozen
Pizza2002
Khoa2006
FreshCream2002
GoudaCheese2002
Kool Cafe
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2005
GCMMF: PRODUCT PORTFOLIO
CATEGORY BRAND NAME MKT SH % RANK IMF AMULSPRAY 65 % # 1DAIRYWHITENER AMULYA 60 % #1
FCMP AMUL WMP 80 % #1S M P SAGAR SMP 40% #1BUTTER AMUL BUTTER 80% #1BREADSPREAD AMUL LITE 80% #1CHEESE AMUL CHEESE 60% #1CHEESE SPREAD AMUL CH SP. 90% #1EMMENTAL SWISS CHEESE 90% #1
MOZARELLA PIZZA CHEESE 75% #1
GCMMF: PRODUCT PORTFOLIO
CATEGORY BRAND NAME MKT SH % RANK MILK AMUL # 1GHEE SAGAR GHEE 10 #1
AMUL GHEE 8 #2ICE CREAM AMUL ICECREAM 40 #1
CONDENSEDMILK MITHAI MATE 50 #1
ETHNIC SWEET AMUL SHRIKHAND 50 #1
CHOCOLATES AMULCHOCOLATES 10 #3
BROWN BEV NUTRAMUL 15 #4
Amul : Brand Management
Appointment of Professional Advertising Agencies since 1956 (ASP, dCA, Radeus,Ulka) Appointment of Professional Distribution Agency (Voltas, Spencers) till 1983 Creation of GCMMF in 1973 A marketing Team Product Management Group for brand care..
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Amul : Brand Repositioning
Scenario post liberalisation in 1992: Likely threat of competition in various categories
Increasing media costs and fragmentation Decision to consolidate brand position as The Taste of India in 1995Brand Equity : Indicators
Perceived Quality Perceived Value Loyalty Brand Awareness Market Share Leadership Brand Personality Distribution Coverage
Price Premium Organisational Association
Brand : Core Identity Augmented by :
Brand as Product Product Scope Product Attributes Quality/Value Uses & Users Brand as Organisation
Organisation attributes Local v/s Global Brand as Person Brand Personality Brand - Customer relationship Brand as Symbol Visual imagery and metaphors Brand Heritage
Why is it hard to build brands ? Pressure to compete on price Proliferation of competitors Fragmenting markets and media Complex Brand Strategies and Relationship Bias towards changing strategies Bias against innovation Pressure to invest elsewhere
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Short Term pressures
AmulThe Challenges in 90's
Consumer Demand to widen the product range. Franchising the brand pan India to increase availability of fresh products. Globalisation : Dedicated brand building campaign in international markets.
www.amul.com
Among first Indian corporates on the net (since March 1996) Launch of Amul Cricket Rankings (Sep 1998) Launch of Amul Cyberstore in US (March 1999)
Launch of Amul Cyberstore India (June 1999) Launch of Amulmail.com (Sep 1999) Launch of Member Dairies Websites (Sep 2000) Launch of Amulgreetings.com (Dec 2000) Launch of Amul Icecream Cyberstore (Jan 2001) Launch of Amul.tv (Jan 06) Launch of Amulwd.com (March 06)
Digital Marketing : Key Benefits
Experienced Accessibility of brand & organization becomes global. Dramatic increase in exportenquiries since 1996 both from trade as well as consumers
High customer involvement due to emotional attachment' with the brand
The topical advertising campaign (updated weekly) and Cricket Rankings (updateddaily) helps in generating continuous interest
Regional Hubs ( USA , Dubai , India , Singapore ) to facilitate ebusiness transactions in
a highly restricted dairy product export market.
Next Steps Build Product specific sites Build WAP site Build each Member dairy web site
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Enable e-transactions in village coops
A
Afghanistan I Iraq R RussiaAlgeria
S
Saudi Arabia
Angola J Japan Sierra LeoneAustralia K Korea Singapore
B
Bahrain Kuwait South AfricaBangladesh L Laos Sri LankaBenin
M
Madagascar SudanBhutan Malaysia SyriaBotswana Maldives
TTaiwan
Brunei Mauritius Tanzania
C Cambodia Myanmar ThailandChina N
NepalU
UAED Dubai New Zealand Uganda
ENigeria UAE
Ethiopia O Oman V VietnamF Fiji P Pakistan W West IndiesG Gambia Philippines Y YemenH Hong Kong Q Qatar Z Zanzibar
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