Branding Assignment

ByJay verma

Dwanik bhatt

On

AMUL means “priceless” in Sanskrit. The brand name “Amul”, from the Sanskrit “Amoolya”, was suggested by a quality control expert in Anand.

Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amoolya have made Amul a leading food brand in India. Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organization. And of a proven model for dairy development. It is a brand name managed by an apex cooperative organization, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India.

Brief About AMUL

•Formed in1946,is dairy co-operative movement in India.

•A brand name managed by Gujarat Co-operative Milk Marketing Federation(GCMMF)

•Jointly owned by 2.6 million milk producer in Gujarat.

•Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world.

•Overseas market Mauritius, UAE, USA, Bangladesh, Australia.

•Dr. Varghese Kurien former chairman of GCMMF is the man behind the success of Amul.

GCMMF:- Gujurat Co-operating Milk Marketing Federation

Brand Element

Brand Element

Name

URL

LogoCharacter/

Mascot

Jingle

Tagline/ Slogan

1. Brand Name: “Amul” is the acronym of Anand Milk Union Limited. 2. The Logo: 3. The Tagline / Slogan: “The taste of India”4. The Jingle: Utterly, butterly, delicious…..Amul.5. 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 delicious’ jingle.

6. The URL: www.amul.com

Branded houseAnd

House of brand

Amul

Branded house House of brand

Amul Gujarat Co-operative Milk Marketing Federation Ltd.

(GCMMF)

Brand architecture

Amul

Product brand Sub-Brands Endorsed brand

•Amul Butter•Amul Kool•Amul Chocolates•Amul Milk •Amul Ghee•Amul Ice-Creams•Nutramul•Amul Shreekhand•Amul Cheese•Amul Spray•etc

•Amul butter•Amul kool•Amul lassee•Amul milk•Amul ghee•Amul masti dahi•Amul ice-creams•Amul chocolates•Nutramul•etc

Amul Kool

•Amul kool cafe•kool Koko•Amul Kool Chocolate milk•Amul kool flavoured bottle milk•Amul Kool Thandai•etc

Brand portfolio

Amul

Cheese Cooking Desert Health Drinks

•Amul pasteurized processed cheese•Amul cheese spreads•Amul emmentel cheese•Amul pizza mozzarella cheese•Gouda cheese

•Amul pure ghee•Amul cooking butter•Amul malai paneer•Utterly delicious pizza•Masti dahi

•Amul ice cream•Amul Shrikhand•Amul mithai gulabjamun•Amul chocolates•Amul lassi•Amul basundi

•Nutramul•Amul shakti health food drink

Amul

Bread Spread Milk drinks Powder milk Fresh milk

•Margarine Amul butter•Amul lite•Delicious table.

•Amul kool milkshake •Nutramul energy drink•Amul kool flavoured bottled milk•Amul Masti spiced buttermilk•Amul kool thandai.

•Amul spray infant milk food•Amul instant full cream powder•Sagar skimmed milk powder•Sagar tea, coffee whitener•Amul dairy whitener

•Amul fresh milk•Amul gold milk•Taza double toned milk•Amul lite slim and trim milk•Amul fresh cream •Amul shakti toned milk•Amul calciplus

Value Preposition

Functional – Quality, Variety of products, Range of Products.

Emotional – It attracts people Emotionally with launching various products like Energy Drinks, Sugar free Products for health conscious people.

Economical – The Price of Amul Products is Equivalent to itsquality. The fresh products which Amul deliver in reasonableprices is one of the Economical Propositions of Amul.

Four P’s of Amul (Product,Price, place and promotion)

Product analysis

•Product specification:- Meets “AGMARK” standards and BIS specification .no IS. 13690.1992

•Product personality:- It is a “UNISEX” product

•USP(unique selling point):- USP of Amul is its “TASTE”. Amul butter is made from fresh cream by modern continuous butter making machines.(purely vegetarian)

Price

•Cost of milk•Labour cost•Processing cost•Transportation cost•Sales promotion cost•Sales promotion cost•Taxes etc.

Market share of AmulCategory Market share Market position

Butter 85% 1

Milk powder 40% 1

cheese 50% 1

Ice- cream 24.75 2

Sweets 50% 1

Chocolate drinks 90% 1

chocolates 10% 3

Place strategy

•Amul is a very strong marketing channel.• The GCMMF has a network of more than 3500 distributers

and more than 5 lakh retail outlets.• More than 2.8 million farmers of 12 districts are operational•Amul has 47 depots

Farmers

VillageCooperativeSocieties (withChilling Units)

VillageCooperativeSocieties(without ChillingUnits)

LocalRestaurants/Other Milk relatedbusinesses

Milk Sold toVillage &Local Residents

Milk ProcessingUnion &Warehouses

Warehouses

Wholesalers/C&S

Retailers Home DeliveryContractors

CONSUMERS

NetworkServices* VeterinaryServices* AnimalHusbandry* AnimalFeed Factory* Milk CanProducers* AgricultureUniversity* Rural MgmtInstitute* TruckingFacilities

Chilling Plants

CONSUMERS

Promotion

•Given this wide product portfolio, Amul’s approach is to promote its brands in a rotational cycle of two to three years•After ice-creams were launched in 1996, the category was re-visited in 1999, in order to improve availability of the product and make it affordable

• Uses a variety of media to communicate • Most famous is billboard campaign • The endearing polka dressed girl and pun at various issues increased brand’s fan following.

• Amul food festival, which has been held for the last four year between October and December in about 50,000 retail outlets.

• The Chef Of India contest invites people to come up with recipes using as many Amul products as possible. The recipe can be submitted on Amul’s website.

Contd

• Slogan Likho Disneyland Dekho Contest

Contd

•Amul Maharani contest: In this contest questions about Amul are asked

Contd

• AMUL sponsored the Singing Competition AMUL Star Voice of India, Amul music ka maha mukabla

Few ads of Amul

Image portrayed

• Amul has portrayed its image as a symbol of dairy products. Amul is one of the leading food brand of INDIA and also a proven

model for dairy development.

Brand identity

Amul has maintained its identity with its MASCOT and also with its tagline“Amul the taste of INDIA”

Brand perception

It is one of the most trusted brand of India in dairy products With its taste, quality and value oriented services.

position

Amul has Maintained its Position in the Market by practicingfollowing points:

•USP – Quality with Affordability

•Value addition to Customers

Brand Promise

The product promise to give the best quality food at reasonable price.