BRAND MANAGEMENT

SARANYA INDRASENAN VIDHYA

HISTORY
Formed in 1946 Dairy Cooperative based in Anand,Gujrat Brand name taken from Sanskrit word Amoolya means Precious Managed by GCMMF Reason for Establishment: Exploitation of marginal milk producers by traders or agents of existing dairies in the small town named Anand.

 Amul Pattern, a uniquely appropriate model for rural development.

Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world Brand with an annual turnover of 67.11 billion Rs Network that links more than 2.8 million village milk producers, includes 13,141 VDCS, affiliated to 13 DCMP & GCMMF at the State level. Average milk collection of 10.16 million liters per day
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Factors that made AMUL success

Product diversification Technology and Einitiatives Promotions: Topical

Robust Supply chain

Amul
Mascot: Amul Baby

Availability, VFM, Quality

Pricing Strategy

3 Cs of AMUL
Company
Largest milk brand in Asia. It is no. 1 in Asia and no. 2 in the world Market leader(85%) in ghee and butter Very strong supply chain Quality with affordability

Customer

Satisfied and Loyal Move from loose to packaged milk Improved socio-eco conditions of the customers, has changed their lifestyle and thus the scope for product innovation has increased.

Competitor

Amul has to defend against Mahananda, Vijaya, Milma Aggressive moves against Britannia, Nestle, Mother Dairy, Kwality Amul has a competitive sustainable advantage. This lies in the procurement part Intelligent Marketing via "AMUL BABY"

Brand Portfolio

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Product Related Attributes of AMUL

Low cost, Availability of the products, Quality, Good taste, Topical i.e. associating the product with a recent happening, Distinctive packaging, Nutritious value, Delicious, Healthy, Hygiene, Pure, Flavor, Fresh, And reliable.
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Brand Logo Brand Name

The Taste of India

Brand Slogan

Brand Mascot: Amul Girl

AMUL Brand Elements

Brand Jingle

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POP and POD

Point of Parity
Point of Difference

Convenience Ready to Use Hygiene & Nutritious Lifestyle

History and Heritage Exclusive Imagery(Mascot) Quality

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The Competiton
Products Butter Cheese Baby Food Dairy Whitener Segment Ice Creams Chocolates and Confectionaries Pizza Curd Ultra High Treated Milk Sweet Condensed Milk Paneer Milk Additives Flavored Milk Competitors Britannia,Nestle Britannia Nestle,Heinz Britannia,Nestle HUL Cadbury,Nestle Pizza Hut,Dominos Nestle, Mother Dairy Britania, Nestle Nestle Brtiannia Cadbury, Smithkline Beecham Britannia, Nestle
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 Butter: Amul dominates the market with 85% share Britannia - focuses only on top 30 cities

Ice Cream: Amul has always been trying to expand its reach in the ice-cream market and to fight with HLLs MAX, it came up with a new product, Fundoo. Amul is always trying to catch up Kwality walls by HUL. HUL is also focusing on low price points and it is building a national chain of ice cream parlors. NIRULAs is continuously expanding its reach in Delhi through its retail chains and Amul faces stiff competition from NIRULAs

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 Chocolates: To get head on with Amul chocolates, Cadbury relaunched its 5 star and gems and it also launched temptations when Amul entered the chocolate market. Amul launched ready to cook pizza in 2005. At the same time, Pizza Hut was increasing its outlets and Nirulas also launched frozen ready to cook pizza. Curd Products: Stiff competition from Mother Dairy in daily which is the most preferred curd in Delhi. And nestle is still trying to come up with its curd products and completing its dairy range. Dairy whitener: Amul dominates with its product Amulya Britannias excellent product which is Milkman focuses only on few geographical markets.
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AMUL BRAND EQUITY

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Methodology Used
In order to measure the brand equity, a survey having 12 question was conducted and 10 responses were taken.

The analysis of the survey is as follows:

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Demographics of Respondents

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Brand Awareness: Recall

Question: Name all brands of milk/dairy products. 92% respondents recalled Amul when asked about their knowledge of Milk/Dairy Products And 61% recalled Nestle 36% recalled Britannia
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Brand Awareness: Recognition

Question: Identify the slogan

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Brand Awareness: Recognition

97% of the respondents recognize Amul: The Taste of India

While 39%, recognized Britannia, 33% recognized Nestle And 22% recognized Mother Dairy
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Taste
56
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Brand Image

Health
31 42 11

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Brand Loyalty

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Brand Identity

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Brand Equity

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Corporate Social Responsibility

Gained much international recognition, e.g. Case Study for Harvard Business School, for the brands contribution to local farmers.

AMUL relief trust The Trust reconstructed 6 schools damaged by the earthquake at a cost of Rs. 41.1 millions in Kutch area.

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The Customer Based Brand Equity Pyramid

Domination of Butter market Medium to Low Customer Loyalty
Quality Credibility Meets expectations on price,taste,quality Indian brand Trustworthy Highly favorable Amul Girl -Friendly Ads- Witty

Top of the mind recall Strongest for Butter

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