Description
The ppt about brand study of amul and it covers topics like Factors that made amul a success, 3C's of Amul, brand portfolio of Amul, advertisement strategy of Amul, competitor analysis of Amul on the basis of key success factors, amul brand equity.
Brand Audit
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 litres per day
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 C’s 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
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.
Brand Logo Brand Name
The Taste of India
Brand Slogan
Brand Mascot: Amul Girl
AMUL Brand Elements
Brand Jingle
ADVERTISEMENT STRATEGY
Traditional Method: Focus on food products Amul changed the way food products were communicated to the people in India. Focus on mother brand – Amul, and not its products like butter, pizzas, or cheese.
Promotion
• Began in 1966 when Sylvester da Cunha, MD of the advertising agency, ASP took over • MUL has positioned itself as “Taste of India” and have ensured that their communication is in line with their positioning strategy • Advertising Strategy: UMBRELLA Branding • Moppet Used: “Amul Baby” for every product
• Consumer Advertising: Amul had resorted to consumer advertising as it‘s target was the middle class of Indian sector. Relied more upon emphasizing their brand rather than single product. Institutional advertising: Amul had wanted to build goodwill for its brand and also it is always expressing a viewpoint on a controversial issue through the use of billboard which we are going to discuss under media platform used.
• Indirect Action Advertising:
Aim of advertisements was to create a image in the minds of consumer regarding Amul. Amul wanted to build long term relation with its customers
Pricing strategy adopted: Low price strategy to make their products affordable and guarantee value to the consumer.
POP and POD
Point of Parity
• Convenience • Ready to Use • Hygiene & Nutritious • Lifestyle
Point of Difference
• History and Heritage • Exclusive Imagery(Mascot) • Quality, VFM
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
Competitor Analysis on basis of KSF(Key Success Factors)
• 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 HLL’s 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. NIRULA’s is continuously expanding its reach in Delhi through its retail chains and Amul faces stiff competition from NIRULA’s
• 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 launche ready to cook pizza in 2005. At the same time, Pizza Hut was increasing its outlets and Nirula’s 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 Britannia’s excellent product which is Milkman focuses only on few geographical markets.
AMUL BRAND EQUITY
Methodology Used
In order to measure the brand equity, a survey having 12 question was conducted and 108 responses were taken.
The analysis of the survey is as follows:
Demographics of Respondents
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
Brand Awareness: Recognition
Question: Identify the slogan
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
Brand Personality
The Brand is :
Sincere (Down to Earth, Cheerful) Competent (Reliable, Successful)
Taste
56
28 11
Brand Image
Health
31 42 11
Brand Association
Brand Loyalty
Brand Identity
Amul Ranked No. 1 'Indian' Brand in AsiaPacific
The “Media Magazine” published from Hong Kong and Singapore has ranked Amul as the No. 1“Indian” brand of Asia-Pacific in its list of Top 1000 Brands of Asia-Pacific for the second consecutive year.
It has ranked Amul as the 73rd Best Brand in its ranking of Top 1000 brands of Asia-Pacific based on a consumer survey conducted in Australia, China, India, Japan, Korea, Hong Kong, Malaysia, Singapore, Taiwan and Thailand.
Leading Research Agency TNS interviewed people aged 15-64 years old across the 10 countries. Two questions were asked to determine the best brands in each of the 12 major product/service categories. The questions were pertaining to the best and second best brand that would come to the respondent’s mind for a particular product/service category. The definition of best was one the respondent would trust the most or the one that had the best reputation in the product/service category.
Brand Equity
Corporate Social Responsibility
Gained much international recognition, e.g. Case Study for Harvard Business School, for the brand’s 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.
AMUL Mental Map
BONDING CONVENIENCE TASTE IDENTITY
AMUL
CULTURE
RELATION
TRADITION
FAMILY
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
Recommendations
•Widen the scope of communication effort
•Ramp up retail presence
•Explore modern retail formats •Venture into processed fruit and vegetables
•Address the perishability problem
•Increase focus on healthy products
doc_746863054.pptx
The ppt about brand study of amul and it covers topics like Factors that made amul a success, 3C's of Amul, brand portfolio of Amul, advertisement strategy of Amul, competitor analysis of Amul on the basis of key success factors, amul brand equity.
Brand Audit
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 litres per day
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 C’s 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
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.
Brand Logo Brand Name
The Taste of India
Brand Slogan
Brand Mascot: Amul Girl
AMUL Brand Elements
Brand Jingle
ADVERTISEMENT STRATEGY
Traditional Method: Focus on food products Amul changed the way food products were communicated to the people in India. Focus on mother brand – Amul, and not its products like butter, pizzas, or cheese.
Promotion
• Began in 1966 when Sylvester da Cunha, MD of the advertising agency, ASP took over • MUL has positioned itself as “Taste of India” and have ensured that their communication is in line with their positioning strategy • Advertising Strategy: UMBRELLA Branding • Moppet Used: “Amul Baby” for every product
• Consumer Advertising: Amul had resorted to consumer advertising as it‘s target was the middle class of Indian sector. Relied more upon emphasizing their brand rather than single product. Institutional advertising: Amul had wanted to build goodwill for its brand and also it is always expressing a viewpoint on a controversial issue through the use of billboard which we are going to discuss under media platform used.
• Indirect Action Advertising:
Aim of advertisements was to create a image in the minds of consumer regarding Amul. Amul wanted to build long term relation with its customers
Pricing strategy adopted: Low price strategy to make their products affordable and guarantee value to the consumer.
POP and POD
Point of Parity
• Convenience • Ready to Use • Hygiene & Nutritious • Lifestyle
Point of Difference
• History and Heritage • Exclusive Imagery(Mascot) • Quality, VFM
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
Competitor Analysis on basis of KSF(Key Success Factors)
• 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 HLL’s 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. NIRULA’s is continuously expanding its reach in Delhi through its retail chains and Amul faces stiff competition from NIRULA’s
• 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 launche ready to cook pizza in 2005. At the same time, Pizza Hut was increasing its outlets and Nirula’s 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 Britannia’s excellent product which is Milkman focuses only on few geographical markets.
AMUL BRAND EQUITY
Methodology Used
In order to measure the brand equity, a survey having 12 question was conducted and 108 responses were taken.
The analysis of the survey is as follows:
Demographics of Respondents
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
Brand Awareness: Recognition
Question: Identify the slogan
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
Brand Personality
The Brand is :
Sincere (Down to Earth, Cheerful) Competent (Reliable, Successful)
Taste
56
28 11
Brand Image
Health
31 42 11
Brand Association
Brand Loyalty
Brand Identity
Amul Ranked No. 1 'Indian' Brand in AsiaPacific
The “Media Magazine” published from Hong Kong and Singapore has ranked Amul as the No. 1“Indian” brand of Asia-Pacific in its list of Top 1000 Brands of Asia-Pacific for the second consecutive year.
It has ranked Amul as the 73rd Best Brand in its ranking of Top 1000 brands of Asia-Pacific based on a consumer survey conducted in Australia, China, India, Japan, Korea, Hong Kong, Malaysia, Singapore, Taiwan and Thailand.
Leading Research Agency TNS interviewed people aged 15-64 years old across the 10 countries. Two questions were asked to determine the best brands in each of the 12 major product/service categories. The questions were pertaining to the best and second best brand that would come to the respondent’s mind for a particular product/service category. The definition of best was one the respondent would trust the most or the one that had the best reputation in the product/service category.
Brand Equity
Corporate Social Responsibility
Gained much international recognition, e.g. Case Study for Harvard Business School, for the brand’s 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.
AMUL Mental Map
BONDING CONVENIENCE TASTE IDENTITY
AMUL
CULTURE
RELATION
TRADITION
FAMILY
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
Recommendations
•Widen the scope of communication effort
•Ramp up retail presence
•Explore modern retail formats •Venture into processed fruit and vegetables
•Address the perishability problem
•Increase focus on healthy products
doc_746863054.pptx