Brand Management

AMULSubmitted by:Arun Maithani 11ANavneet Sharma 26AShobit Mahajan 48ARahul Doomra 35B

Brand essenceMotherly love, care

Brand coreHappiness, health,

growth

ExtendedVariety, taste, quality,

convenience

Brand essenceTrust, sharing

Brand coreQuality, Purity, Taste,

Indian

ExtendedVariety, Pride, Amul

chubby girl

Brand essenceNatural goodness

Brand coreDelicious, freshness,

purity

ExtendedJovial– Britannia cow,

variety

• 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

Physique:Dairy and fitness, Red color

Personality:Youthful, cheeky, Indian

Relationship:Sociable, Taste

Culture:Cooperative, social, Indian

Reflection:Value oriented

Self-Image:Proud Indian, fun loving

Physique:Dairy and fitness, Blue, white,

Personality:Truthful, caring, family oriented

Relationship:Caring, Natural

Culture:Cooperative, Scientific, Indian

Reflection:Quality conscious, traditional

Self-Image:Proud Indian, family oriented

Physique:Dairy, red green color

Personality:Healthy, active

Relationship:Natural, noble

Culture:Modern Indian, Joyful

Reflection:Young, active

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

• 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 beer, we have examples of brand being able to significantly differentiate them from others (example on next slide)

Amul Brand PositioningAmul 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 +

• Points of Difference: - Quality with affordability - Amul is a mass market player with no premium offering - Sheer size and scale of operations - Value additions to the customer

• Positioning Method: Simple memorable slogan message “A gift for someone you loved”

Amul Consumer Based Brand Equity Prism

ResonanceLoyalty, Connect with customers,

attachment

JudgementsQuality product for every class,

credibility

FeelingsTrustworthy, Fun, Exciting

PerformanceConvenient, widely available, reliable,

satisfaction, Value for money

ImageryTraditional, Pure

Natural, Fresh

SalienceBrand recall, strong distribution network, awareness, range of

products

Thank You!