Brand Audit of AMUL

Presented By: Vandana M.S. PGDM-II

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HISTORY OF BRAND AMUL

HUMBLE BEGINNING
AMUL- acronym for Anand Milk Union Limited, suggested by a quality control expert in Anand. Consequence of the dairy cooperative movement against milk cartels led by Polson in India in 1946, under the leadership of Tribhuvandas Patel.
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 Operated initially under the name of the Kaira District Co-operative Milk Producers Union Ltd. Christened to AMUL in the year 1955 and handed over to Gujarat Co-operative Milk Marketing Federation in 1973.

GUJARAT COOPERATIVE MILK MARKETING FEDERATION

State level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers.
Created by the milk producers themselves to primarily safeguard their interest economically, socially as well as democratically. Serve the interest of consumers by providing quality products which are good value for money. Markets the products, produced by the district milk unions in 30 dairy plants.

GCMMF- An Overview
Year of Establishment Members No. of Producer Members No. of Village Societies Total Milk handling capacity per day 1973 17 District Cooperative Milk Producers' Unions (13 Members & 4 Nominal Members) 3.03 Million 15,712 13.67 Million litres per day

Milk Collection (Total - 2010-11)

Milk collection (Daily Average 2010-11) Milk Drying Capacity Cattlefeed manufacturing Capacity

3.45 billion litres

9.2 million litres (peak 12 million) 647 Mts. per day 3690 Mts. per day

Sales Turnover -(2010-11)

Rs. 9774 Crores (US $2.2 Billion)

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THE AMUL MODEL OF DAIRY DEVELOPMENT A three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.
Establishment of a direct linkage between milk producers and consumers by eliminating middlemen
Milk Producers (farmers) control procurement, processing and marketing Professional management
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PRODUCT PORTFOLIO OF AMUL

AMUL PORTFOLIO
AMULs portfolio ranges from milk to cooking products to sweets. Around 50 products are available in the market under the brand name of Amul.

Amul has ensured that it addresses the need of almost every section of the society
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AmulSomething for Everyone

FOR THE HEALTH CONSCIOUS FOR THE YOUTH

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FOR THE URBAN CLASS

FOR THE PRICE SENSITIVE CATEGORY

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FOR DIABETIC PATIENTS

FOR KIDS

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BRAND COMMUNICATION

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BRAND ELEMENTS
BRAND NAME : AMUL
Is an acronym for Anand Milk Union Ltd. Also means priceless in Sanskrit.

LOGO

TAGLINE

The Taste of India

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 JINGLE

Utterly Butterly Delicious Amul

MASCOT

A young girl in red polka dotted frock. Designed by Sylvester Da Cunha, ASP in 1966.

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The Amul Girl

In 1966, Sylvester daCunha, Managing Director of the advertising agency, ASP, clinched the account for Amul butter. Previous avatar- a staid, boring image.
Focus was on food and tone of the pitch was serious.

New Avatar- Amul moppet by Da Cunha

Amul ensured its presence in the life of the common man by means of topical advertisements.

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 The Amul Touch Amul ads concentrated on the issues of the hour. Connect with Common Man. 3Es: Educate, Entertain, Encourage to Eat.

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Amul- Integrated Marketing Communication

Amul adopted two types of communication strategies:
Consumer Advertising Institutional Advertising

Through such advertisements, Amul sought to establish a long term relation with the its consumers

It never opted for aggressive selling of its products.

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Media Platforms Used

Broadcast Media Non Broadcast Media- Cinema

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Hoardings & Print Ads

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Internet

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POSITIONING
Amul has positioned itself as the product that is Indian, both in origin as well as taste. Evident from its tagline The Taste of India.

Its communication strategies have also been in line with its positioning.
Plays the role of a social observer. Opted for umbrella branding; stressed on mother brand than individual products. Committed to the upliftment of the agrarian community. Committed to the cause of providing quality food products to its consumers.
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BRAND EQUITY & BRAND PERSONALITY

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Brand Values & Brand Equity

Brand Values:
The core values of Amul could be stipulated as follows:
To improve the standard of living of farmers by providing them the rightful returns for their output. Give the best quality product to its consumers. Value for money.

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 Brand Equity:
Derived from the Sanskrit word Amulya which means priceless. Opted for umbrella branding. Easy recall due to its marketing campaign. Successfully positioned itself as an Indian brand. Successfully communicated its Indianness and maintaining it. Achieved the goodwill of thousands of farmers across the country. Affirmed its commitment towards delivering quality and value for money products to its consumers.
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BRAND MANTRA
Brand Mantra reflects the heart and soul of the brand. Amul depicts itself as a young, cheerful and fun loving brand which is equally concerned about quality and value for money. It stands for youth, health, reliability, fun and awareness about the society.
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CUSTOMER BASED BRAND EQUITY

Differential effect that brand knowledge has on consumers response to the marketing of the brand. Three key elements:
Differential effect Brand knowledge Consumer response to marketing
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CUSTOMER BASED BRAND EQUITY MODEL

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CBBE EVALUATION OF AMUL

BRAND SALIENCE
Relates to awareness of the brand and how easily it comes to the mind of consumers under various circumstances. Brand awareness of Amul is high among the Indian consumers. In fact, awareness level is 100% when it comes to the category of Butter

BRAND PERFORMANCE
Relates to the ways in which the products and services attempt to meet customers more functional needs. Concerned with intrinsic properties of the brand. Brand performance of Amul:
Healthy Easily Available Good taste

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BRAND IMAGERY
Deals with extrinsic properties of the products & services, including the ways in which it addresses the customers psychological and social needs.

BRAND JUDGMENTS
Focus on customers personal opinions and evaluations with regard to the brand. How customers have put together all the different performance and imagery associations of the brand to form opinions. Brand Judgment of Amul:
Quality- High Credibility- High Consideration- High Superiority- High
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Brand imagery of Amul:

Fun loving Cheerful Youthful

BRAND FEELINGS Emotional responses and reactions with respect to the brand. Brand feelings with regard to Amul:
Indianness Fun Socially approved

BRAND RESONANCE
Ultimate level of relationship and identification of customer with the brand. The nature and extent to which customers feel they are in sync with the brand.

Resonance of Amul based on four factors:

Behavioral loyalty: low Attitudinal Attachment: high Sense of community: high Active engagement: low
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Thank You
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