Brand Audit of Amul by :

Group 2
Introduction
Amul, formed in 1946, is a dairy cooperative, based
in Anand, Gujarat.
Establishment of Amul was marked as an epoch in the
White Revolution
Largest food brand in India & world's Largest
Pouched Milk Brand
Product Portfolio - Bread Spreads, Milk Drinks,
Fresh Milk, Power Milk, Cheese, Desserts
Market leader in ghee and butter with 85% market
share
Symbol of high quality products sold at reasonable
prices, of availability, of service.
Introduction (Contd..)
Brand name of 2 million farmers, members of 10,000
village dairy cooperative societies throughout Gujarat.
Positioned itself as "Taste of India, consistent
communication campaign & brand strategy for the past 60
yrs.
Recognizable mascot Amul girl& tagline Utterly Butterly
Delicious Amul!
Amuls advertising and marketing spend has never
exceeded 1% of its revenues.
Buttressing Strengths: Distribution & value-for-money
seem to be the major strengths on which the brands
popularity rests.
Brand Portfolio

Butter Milk Drinks Powder Milk Fresh Milk

Cheese Cooking Desserts Health Drinks

 Brand Hierarchy

Ice cream Chocolates Fresh Milk Milk Power

(1996) (1973) Beverages (1958) Cheese (1962) Breadspread Ghee (1956)
(1956)

Amul Ice Amul Cool Condensed Amul Spray Amul Butter Amul
ChocoZoo Paneer (1997)
creams Caf Milk (1996) (1968) (1956) PureGhee

Flaavyo
Amul cool Butter Milk Amulya Pizza Cheese Amul Lite Amul
Frozen Congrats
yogurt Coco (1998) (1987) (1998) (1994) Cowghee

Rejoice

(The hierarchy goes down stating many more brands, but we havent
included here, as it was turning illegible.)
 Understanding Levels of Competition
Level Of
Butter Ice- creams Milk Chocolates
Competition
Mother Dairy, Mother Dairy, Vita
Kwality Walls, Nestle, Cadbury,
Product form Vita Dairy, Dairy, Kwality
Mother Dairy, Lotte
Home- made Dairy
Cream Bell
butter
Baskin Robbin,
Gyanis, Nirulas, Nestle, Britannia
Nutralite, Le-
Product category Haagen-Dazs, (condensed milk , Hershey, Mars,
Bon, Britannia,
Coco -Berry f lavoured milk& Ferrero
Nestle, Kissan
Powdered milk)

Frito Lay,
Frito Lay, HUL Bisleri, Coke, Britannia, Nestl
Frito Lay, Britannia Pepsi, Kingfisher,
Generic Nestl, HUL HUL
Nescafe

Beverages, Fast
Chocolates, Fast Beverages, Fast Britannia, Video food, Video
Budget
food, Ice-creams, food, Chocolates, Rentals, Ice Rentals, Ice
Video Rentals Video Rentals creams, Fast food creams
Understanding the Customer (STP)
Young Nation have to meet the ever-increasing nutritional needs of the
new & old generations
Segmentation is not so easy because of mixed audience & various culinary
application of Amul products.
Nevertheless, segmentation can be done as follows:
a) Customer based:
Kids Amul Kool, Chocolates, Nutramul
Women Amul Cacli+
Youth Milk shakes, Caf, Cheese, Desserts
Calorie conscious Amul Lite, Trim milk, Amul Shakti
b) Industry based:
Milk Ice cream manufacturers, Restaurants, Coffee shops
Butter/Ghee/Cheese Bakery, Snacks retailers, Pizza joints
Targeting Concentrating equally on end-users as well as the third parties
involved in supply chains. Amul has particularly identified
youthas one of its
potential segments. Working towards this aspect, it has come up with Amul
parlours in cities.
Understanding the Customer (STP)(Contd..)
Positioning
A mass market player, no premium offerings
USP Quality with affordability
Amul as Taste of Indiacreates value for money for both the dairy farmers
and the customers
New offerings for health conscious & vibrant India Probiotic ice creams,
sugar free delights, Amul Kool Caf etc.
Brand Elements
Brand Elements (Contd..)
The Brand Name: "Amul," is the acronym of Anand
Milk Union Limited, comes from the Sanskrit
"Amoolya," meaning Precious/Priceless. It was
suggested by a quality control expert in Anand.
The Logo:
The Tagline/Slogan: The taste of India
The Jingle: Utterly, butterly, delicious Amul
The Character/Mascot: The Amul moppet has been
the mascot of Amul since 1967, sporting a young girl in
red polka dot frock with Utterly butterly deliciousjingle.
The URL: www.amul.com
Brand Building
Marketing Mix 4Ps
Pasteurizes milk & produces condensed
forms; focused on dairy segment
Total length of Amuls product mix is 42;
PRODUCT Width is 8
Portfolio: Butter, Milk, Milk Powder,Ghee,
Cheese & Spreads, Chocolates, Desserts & so
on
Been innovative & introduced products for
specific customer segments .
Follows a low-cost price strategy Quality with
Affordability (core essence of Amul)
Totally market oriented pricing strategy to
appeal to common masses.
GCMMF sets up pricing model & considers cost PRICE
aspects: Cost of milk, Labour cost, Processing
cost, Packaging cost, Advertising
cost, Transportation cost, Sales promotion
costs, Taxes etc.
Marketing Mix 4Ps Contd..
Covers 2.41 million producer members with milk collection
average of 5.08 million litres/day.
SCM: Farmers Village Cooperative Societies (VCS)
PLACE Manufacturing units Company Depots Wholesale
Distributors Retailers.
Market Logistics:
10000 village cooperative societies
3600 wholesale distributors, 45 depots in India
Over 5,00,000 retailers spread all over India
Amul has entered overseas markets such as
Mauritius,UAE, USA, Bangladesh, Australia, China, Singapore,
Hong Kong etc.

Amul Moppet, little girl ; created a home in hearts & minds

of millions of Indians. PROMOTION
AMUL promotes its products through newspaper, T.V.,
hoarding etc.
 First Mover
Outdoor Media
advantage
Broadcast Media
Internet Product
Market Leader
Strategy USP- taste

Communi- Sources
Distribution
cation of Brand Strategy
Strategy Equity

Pricing Network of 3500

Low cost- affordable Strategy Distributors
High quality 500,000 retail outlets
Long time survivors Amul Parlors, Cyber
stores
Communication Strategy
The big Idea of Amul
The Big Idea of Amul centers around two basic themes The
core idea based on the concept of delicious taste, and
consequently, a new idea that focuses on having a taste of
everyday life across all its campaigns.
It basically brings out the ability to laugh at yourselfand at the
problems around you.
Amul tries to view common situations with a different
perspective, a humorous outlook on all the controversies and
issues of a common man s life and as such, it connects to the
public through its mascot The Amul Utterly Butterly Girl.
The Amul girl was born as a rival
to the Polson butter girl.
The big Idea of Amul
The Utterly Butterly campaign involving the Amul girl started
way back in 1967.
Since then, it has been the longest running Ad campaign - Now
preparing to enter into the Guinness book of world record for its
long race.
The slogan has always been 'Utterly Butterly Delicious'.
The biggest success of the campaign lies in the fact that no
particular time or period could have frozen this character. It does
not belong to an era. It has moved along with time reacting to the
new events through time.
The magic of the idea lies in the humor that anybody would
enjoy. The Amul ads don't pander to ones nationality or certain
sentiments. It is pure and simple, everyday fun.
Communication Strategy
Outdoor Media: Hoardings/Billboards
Print Media : Newspapers,
General Interest Magazines
Broadcast Media: Television
Amul TV
Internet : Independent
websites, Portals
Amul & Second life
Amul has set up its virtual
production facility in Second Life.
Amul has bought eight islands, equal to 160 acres of
virtual land, in Second Life to set up a simulation of its
production and distribution facility.
The objective behind launching a virtual setup is to
demonstrate its functioning to the consumers, and
experiment with any change in the production or
distribution system virtually before executing it in the
real world.
Leveraging Secondary Associations
Managed by an apex cooperative organization, Gujarat Co-
operative Milk Marketing Federation Ltd. (GCMMF)
Amul is the brand name of 2 million farmers, members of
10,000 village dairy cooperative societies throughout
Gujarat.
GCMMF ensures that product mix & new product
introduction is consistent with the core philosophy of
providing milk at a basic, affordable price.
Distribution Channels Soul of Amul Saga
Collects 447,000 litres of milk from 2.12 million farmers
everyday
Delivers goods worth Rs 6 crore to over 5,00,000 retail
outlets across country
Aim is to transform lives in rural India & contribute to
development of society.
Leveraging Secondary Associations
Mascot "Amulbaby" (a chubby butter girl dressed in
polka dotted dress)
Apunloving star with her bold tongue-in-cheek topicals made way directly
into the hearts of millions.
Found her way directly into the Guinness Book of World Records for
the longest running campaign ever.
Playing the role of a social observer, its weekly comments have tickled
Indias funny bone since 9
Amuls consistently been into sponsorships - associated itself with high
TRP shows like:
Surabhi (99s, Doordarshan) Star
Voice of India (2007, Star TV)
Master Chef India
Proud sponsor of Indian Olympic team for the year 2012.
Conducts various
contests: Chef of the
year
Amul Maharani of the year

Amul Food Festival Contest

Slogan likho, Disneyland dekho contest
Amulya Fly to Bangkok contest
 BRAND
IMAGE MATCH
AMUL

MOTHER DAIRY

BRITANNIA

100 % of our respondents were able to identify the Amul butter mascot
 Culture
Cheerful
Oriented

Traditional Reliable

MENTAL MAP

Family
Healthy
Oriented

Fun Loving Youthful

 Taste, Qualit
y

Gregarious,
Friendly
Brand Prism Co-
Operative, Sh
aring

Culture
Sources of Brand Equity (CBBE Pyramid)

Resonance
Loyalty, Connect with
customer, Attachment

Judgments
Feelings
Quality, product
for every Trustworthy,
class, credibility, in Fun, Exciting
novative

Performance Imagery
Convenient, widely Traditional, Pure, Natura
available, reliable, satisfaction l, Fresh
, value for money
Salience
Brand recall, strong distributor network, awareness, range of products, packaging.
Brand/Category Extension
Launch of new products like:
Amul PRO Malt based food
Amul Flaavyo Frozen Dessert
Nutramul Malt based drink
Amul Prolife Probiotic Dahi
Amul Flaavyo yogurt Probiotic yogurt
Amul Stamina Energy Drink
Localised products like:
Amul Shrikhand,
Amul Basundi
Amul Lassi
Channel Extension
To reach out its consumers more directly and let them have
the total brand experience, Amul has come up with an
extensive network of 6000 outlets in the following format:
Amul Preferred Outlets
Amul Ice-cream Parlour
Amul Railway Stalls
Amul Kiosks in Food courts/ Cinemas
Caf Amul
Amul cyber store
Ice-cream cyber store
What more can Amul do?
Can introduce Proteins Shakes going ahead with their
strategy to meet needs of emerging market segments
Can introduce Bread will complement rest of the
products in the portfolio. Will try to increase the usage
occasions of Amul products.
Can come up with sugar free chocolates and mithai
range.
Can introduce its own range of milk cookies and
biscuits.