NAME: DHEERAJ AGRAWAL

DIV.: C

ROLL NO.: 11

ENROLL NO.: 147110592023

SUBJECTMARKETING MANAGEMENT

PARUL INSTITUTE OF MANAGEMENT & RESEARCH

BRANDING BUILDING STRATEGY OF AMUL

Amul (anand milk union limited) formed in 1946 is a dairy cooperative movement in India.

The word Amul is come from Sanskrit word “ AMULYA” means “Priceless Or Very Rare”,

The Amul pattern has established itself as a uniquely appropriate model for rural development.

Amul's product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns, basundi, nutramul brand and others.

Amul is one of the largest milk and milk based products manufacturer in India.

Known to be the founder of the white revolution in India. Amul has some strong products and brands up its sleeves, strongest of

them being Amul ice cream.

HISTORY OF AMUL

VISION: Liberate our farmers from economic cooperation and

lead them to prosperity.

MISSION2020: Dairy cooperatives of Gujarat turnover of Rs. 27000

crores by the year 2020.

OBJECTIVE: Is to ensure that the maximum share of the

consumer’s rupee goes back to the milk producers.

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 practicing

following points:◦USP – Quality with Affordability.

BRAND PROMISE The product promise to give the best quality food at

reasonable price.

COMPETITIVE ADVANTAGE OF AMUL1. SUPPLY CHAIN.2. WIDE PRODUCT PORTFOLIO.

ANY TIME MILK (ATM) MACHINE

Amul has installed a "Any Time Milk" machine which dispenses a 300-ml pouch of fresh milk for Rs 10, at Anand's Amul Dairy. As a first step, Amul plans to install six such ATMs in Anand itself. According to Rahul Kumar, MD of Amul Dairy, Amul wants to add a whole range of dairy products, which could be dispensed through these machines.

ORIGIN:

The Amul girl was created as a response to Amul's rival brand Polson's butter-girl. The idea was conceived in 1967 once ASP (Advertising, Sales and Promotion) clinched the brand portfolio from the previous agency FCB Ulka. It was executed by Sylvester Da Cunha, the owner of the agency and his art director Eustace Fernandez on hoardings, painted bus panels and posters in Mumbai.

AMUL MASCOT- HISTORY

DEVELOPMENT: In 1966, Amul decided to give their account to the Advertising

agency called Advertising and Sales Promotion (ASP) to work on their ad campaign. Sylvester da Cunha, then the managing director of the agency and Eustace Fernandez, art director decided to create something that would grab the attention of every housewife in the country.

Dr. Varghese Kurien, then chairman of the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) suggested a mischievous little girl as a mascot with two requirements. It had to be easy to draw and memorable as most of the advertising would be outdoor media which required hand painting in those days and the hoardings had to be changed frequently.

CONTROVERSIES: In 2001, Amul run an ad campaign criticizing the Indian

Airlines strike, whereupon Indian Airlines threatened to stop offering Amul Butter on their flights unless the ads were pulled.

Another ad during the Ganpati Festival which said, Ganpati Bappa More Ghya (Ganpati Bappa take more). The Shiv Sena party said that if the ad wasn't removed, they would come and destroy Amul's office.

There have been some laughable protests as well. When they wrote ‘Satyam Sharam Scandalum!' for Satyam Computer Service's disgraced Chairman Ramalinga Raju, he says, “We got a formal letter from the Satyam Board threatening us with dire consequences: all their employees would stop eating Amul butter!”.

1. Quality2. Pricing3. Product Portfolio4. Supply Chain Management5. Advertising Strategy6. Mascot & Taglines7. Umbrella Branding8. Social Responsibility

AMUL BRAND BUILDING STRATEGY

BRAND ELEMENTS OF AMUL

ELEMENTS

NAME

URL

JINGLES MASCOT

LOGO

TAGLINE

SUCCESS

ROBUST SUPPLY CHAIN LOW COST

STRATEGY

DIVERSE PRODUCT MIX

STRONG DISTRIBUTION

NETWORK

TECHNOLOGY & E initiative

BRAND VALUEOF AMUL

REASONS FOR SUCCESS OF AMUL

SOME BEST ADVERTISEMENT

So the success of the amul can be based on its quality, advertising strategy, wide product portfolio & its strong distribution network.

CONCLUSION

Thank

You !!!