Brand

Management
AMUL

Submitted by:
Arun Maithani 11
Navneet Sharma
Shobit Mahajan 4
Rahul Doomra 35

 Amul is an Indian dairy cooperative, based at

Anand in the state of Gujarat, India
The co-operative was initially referred to as Anand
Milk Federation Union Limited hence the name
AMUL
Founded in 1946 and managed by a cooperative
body, Amul spurred India's White Revolution,
which made the country the world's largest
producer of milk and milk products
In the last six decades, Amul became the largest
food brand in India
Amul faces stiff competition from a number of
regional and national brands, the chief among
them being Mother Dairy and Britannia
Brand essence
Motherly love, care

Brand core
Happiness, health,
growth
Extended
Variety, taste,
quality, convenience

Brand essence
Trust, sharing
Brand core
Quality, Purity,
Taste, Indian
Extended
Variety, Pride, Amul
chubby girl

Brand essence
Natural goodness
Brand core
Delicious,
freshness, purity
Extended
Jovial Britannia cow,
variety

 Lot of areas of overlap as far as brand identity is

concerned between the three brands
Due to a lack of distinct positioning, customers tend
to be brand indifferent and the buying decision is
influenced by factors such as availability and
retailers push
Indian dairy brands, with their current brand image,
appears to be extremely India centric with a clear
lack of global aspirations
Presence only in Indian subcontinent or in countries
with large Indian population base: for example,
Dubai
In other difficult homogeneous segments such as
Physique:
Personality:
beer,
we
have
examples
of
brand
being able to
Dairy and
Truthful,
significantly
differentiate them caring,
from others
fitness,
Blue,
family
(example
on next slide)
white,

Relationshi
p:
Caring,
Natural

Reflection:
Quality
conscious,

Physique:
Dairy and
fitness,
Red color
Relationshi
p:
Sociable,
Taste

Reflection:
Value oriented
Physique:
Dairy, red
green
color

Personality:
Youthful,
cheeky,
Indian
Culture:
Cooperative,
social,
Indian

SelfImage:
Proud
Indian, fun
loving
Personality:
Healthy,
active

oriented

Culture:
Cooperative,
Scientific,
Indian

Self-Image:
Proud Indian,
family

Relationshi
p:
Natural,
noble

Reflection:
Young, active

Culture:
Modern
Indian,
Joyful

Self-Image:
Customer wants hea
lifestyle,
sticking to its roots

Amul Brand Positioning

Amul has positioned itself as the Taste of India, a
brand that provides the benefit of taste, quality and
Indian way of life at an affordable price.
Positioning Components:
Emotional Component: The component of proud
Indian and campaigns like Gift for someone you
loved and Taste of India
Functional Attributes 1. Value for Money The
best quality dairy product at the reasonable price 2.
Product Availability Amul has huge supply chain
and distribution networks across India and has strong
link back to the sourcing farmers
Descriptive Factor: Amul has become a family
brand and it relates to its homely image
Brand Consistency: Amul runs the Topical
campaign for last 5 decades. It is one of the longest
running advertisements
Target Market and Segmentation: Amul has
positioned variety of products for different market
segments e.g., - To target teenagers Amul launched
products like Amul Kool, Chocolate Milk, Neutramul
energy drink - For health conscious segment, Amul
launched Pro-Biometic wellness Ice Cream and Sugar
free delights for the diabetics - For Women Amul
launched Amul Calci +

Amul Consumer Based Brand Equity Pris

Resonance
Loyalty,
Connect with
customers,
attachment
Judgements Feelings
Trustworthy,
Quality
product for Fun, Exciting
every class,
credibility
Imagery
Performance
Traditional, Pure
Convenient, widely
Natural, Fresh
available, reliable,
satisfaction, Value
for money
Salience
Brand recall, strong distribution network,
awareness, range of products

Thank You!