Brand Audit

Brand Recall

Brand Image

Brand Preference

Brand Opportunities

Brand Loyalty

Brand Personality

100 Respondents

Primary Research

Male54%

Female46%

Gender

Demographics of

the Respondents

22%

57%

21%

Age

18-21 22-25 26-30

New Delhi60%

Mumbai11%

Hy-dera-bad12%

Gurgaon5%

Ahmedabad8%

Noida4%

Location

HISTORY

TRANSITION

Kaira Cooperative AMUL

1946 1957

PRODUCT MIX

Brand Recall

AMUL

AMUL

MOTHER DAIRY

BRITANNIA

NUTRALITE The Creamier, Tastier Butter

Healthier than Butter

Utterly Butterly Delicious

Eat Healthy, Think Better

MATCH

COMPETITION

Extremely Good60%

Good33%

Well Enough5%

Not Satisfactory2% Availability

Extremely Good51%Good

42%

Well Enough5%

Not Satisfactory1%

Worst1% Quality

Extremely Good14%

Good55%

Well Enough29%

Not Satisfactory2%

Nutrition Value

Extremely Good15%

Good57%

Well Enough

22%

Not Satisfactory5%

Packaging

Extremely Good12%

Good46%

Well Enough36%

Not Satisfactory5%

Worst1%

Price

Extremely Good60%

Good34%

Well Enough4%

Not Satisfactory1%

Worst1%

Taste

POINTS OF PARITY

•Yellow Packaging•Lot Sizes•Price

POINTS OF DIFFERENCE

• Print Ads: Satire comments on recent happenings

• Quality: Purity of the Product

• Nation-wide presence

• Recent marketing campaign: Asli Taste, Asli Butter

www.amul.com

•First Mover advantage• Market Leader• USP- taste

• Network of 3500 Distributors

• 500,000 retail outlets• Amul Parlors, Cyber stores

• Low cost- affordable• High quality

• Long time survivors

• Outdoor Media• Broadcast Media

• Internet

Outdoor Media:

Hoardings/Billboards

Broadcast Media: Television

Print Media : Newspapers,

General Interest Magazines

Internet : Independent

websites ,Portals

MATCH

AMUL

MOTHER DAIRY

BRITANNIA

BRAND IMAGE

BRAND LOYALTY

26%

61%

14%

No, I will search for the AMUL Butter( Mera wala Butter)Hmmm Will try to search, if not then any butterI will Buy any Butter, It really doesn't matter

Cheerful

Fun Loving

Family Oriented

Youthful

Healthy

Reliable

Culture Oriented

Traditional

MENTAL MAP

BRAND PERSONALITY

Culture Oriented

Traditional

Family Oriented

Youthful

Healthy

Reliable

Fun Loving

Cheerful

0% 10% 20% 30% 40% 50% 60% 70%

22%

23%

43%

46%

52%

58%

60%

65%

Brand Personality

Cheerful

Fun Loving

Family Oriented

Youthful

Healthy

Reliable

Culture Oriented

Traditional

BRAND MANTRA

Physiq

ue

Personali

ty

Rela

tionsh

ip

Cu

ltur

e

Self

Image

Refle

ctio

n

Brand PrismCo-Operative,

Sharing

Fun Loving,

Proud IndianTaste, Quality

Gregarious, Friendly

Value

oriented

Simple, Indian,

Brand Salience

Brand Performance

Brand Imagery

ConsumerJudgement

ConsumerFeelings

BrandResonance

Taste Aroma

Nutritional Value

Availability Price

Loyal set of customersSense of attachment

Awareness level is very high

Brand Recall is 100%Butter = Amul

Cheerful, fun loving

Values and EthicsEmotional connect :

High

Bond with the motherland

Amul : Delivering great quality products since

many years

Good

RECOMMENDATIONS

THANK YOU

Presented By:

Ankita Maheshwari91007H. Sanchay Grover91021Madhusudan Partani91029Rajat Rathore91042Shivi Aggrawal

91051