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• Spurred the white revolution of India, which has made India the largest
producer of milk and milk product in the world.
• Dr. Varghese Kurien former chairman of GCMMF the man behind the success of
Amul.
BRAND ELEMENTS
Name
Character
/ Mascot Logo
Brand
Element
URL Tagline/
Slogan
Jingle
1. Consumer Advertising
2. Institutional Advertising
Amul – Integrated Marketing Communication
Media Platform: Amul has used following medial platform for creating a high brand equity.
1. Broadcast Media: Television
2. Non Broadcast Media: Cinema-
amul.tv.com
Healthy Cheerful
Reliable Cultural
Traditional Ethnic
Brand Mantra:
Youthful
Reliable Healthy
Brand Values & Brand Equity
• Brand Values: The core values of the company are: To provide remunerative returns
to farmer, give the best quality product to consumer, and the best possible price.
• Not only the core values Core team associated with the brand is still the same
helped them maintain consistency in communication.
• Strategy of Umbrella branding has also helped established the brand firmly.
• Playing the role of a social observer through its weekly comments amul girl.
Points of disparity
Quality
National Presence
First mover
CBBE Model
CBBE Model
Brand Salience
Amul – Butter
High Awareness level of the brand
Brand Performance
Easily Available
Rich Taste & Aroma
High nutritional value
Brand Imagery
Ethical
Family
Cheerful and fun loving
CBBE Model
Consumer Judgments
High quality, Superior & Credible
Consumer Feelings
Emotional Attachment
Patriotic sentiments
Presented by :
Punit Bhandari (34)
Sandeep Nayak (41)