Brand Audit of Amul by :

Group 2

Introduction
Amul, formed in 1946, is a dairy cooperative,

based in Anand, Gujarat.

Establishment of Amul was marked as an epoch in

the White Revolution

Largest food brand in India & world's Largest

Pouched Milk Brand

Product Portfolio - Bread Spreads, Milk Drinks,
Fresh Milk, Power Milk, Cheese, Desserts
Market leader in ghee and butter with 85%
market share
Symbol of high quality products sold at
reasonable prices, of availability, of service.

Introduction (Contd..)
Brand name of 2 million farmers, members of 10,000

village dairy cooperative societies throughout Gujarat.

Positioned itself as "Taste of India, consistent
communication campaign & brand strategy for the
past 60 yrs.
Recognizable mascot Amul girl & tagline Utterly
Butterly Delicious Amul!
Amuls advertising and marketing spend has never
exceeded 1% of its revenues.
Buttressing Strengths: Distribution & value-for-money
seem to be the major strengths on which the brands
popularity rests.

Brand Portfolio

Brand Hierarchy

(The hierarchy goes down stating many more brands, but we

havent included here, as it was turning illegible.)

Understanding Levels of
Competition
Level Of
Competition
Product form

Product
category

Generic

Budget

Butter
Mother Dairy,
Vita Dairy,
Home- made
butter

Ice- creams
Kwality Walls,
Mother Dairy,
Cream Bell

Milk
Mother Dairy,
Vita Dairy,
Kwality Dairy

Chocolates
Nestle,
Cadbury, Lotte

Baskin Robbin,
Gyanis, Nirulas,
Haagen-Dazs,
Coco -Berry

Nestle,
Britannia
(condensed
Hershey, Mars,
milk , flavoured Ferrero
milk& Powdered
milk)

Frito Lay, HUL

Frito Lay,
Britannia
Nestl, HUL

Bisleri, Coke,
Pepsi,
Kingfisher,
Nescafe

Chocolates,
Fast food, Icecreams, Video
Rentals

Beverages, Fast
food,
Chocolates,
Video Rentals

Britannia, Video
Rentals, Ice
creams, Fast
food

Nutralite, LeBon, Britannia,

Nestle, Kissan

Frito Lay,
Britannia,
Nestl
HUL
Beverages, Fast
food, Video
Rentals, Ice
creams

Understanding the Customer

(STP)
Young Nation have to meet the ever-increasing nutritional
needs of the new & old generations
Segmentation is not so easy because of mixed audience & various

culinary application of Amul products.

Nevertheless, segmentation can be done as follows:
a) Customer based:

b)

Kids Amul Kool, Chocolates, Nutramul

Women Amul Cacli+
Youth Milk shakes, Caf, Cheese, Desserts
Calorie conscious Amul Lite, Trim milk, Amul Shakti
Industry based:

Milk Ice cream manufacturers, Restaurants, Coffee shops

Butter/Ghee/Cheese Bakery, Snacks retailers, Pizza joints

Targeting Concentrating equally on end-users as well as the third

parties involved in supply chains. Amul has particularly identified youth
as one of its potential segments. Working towards this aspect, it has come
up with Amul parlours in cities.

Understanding the Customer (STP)

(Contd..)
Positioning
A mass market player, no premium offerings
USP Quality with affordability

Amul as Taste of India creates value for money for both the
dairy farmers and the customers
New offerings for health conscious & vibrant India Probiotic ice
creams, sugar free delights, Amul Kool Caf etc.

Brand Elements

Brand Elements (Contd..)

The Brand Name: "Amul," is the acronym of Anand

Milk Union Limited, comes from the Sanskrit

"Amoolya," meaning Precious/Priceless. It was
suggested by a quality control expert in Anand.
The Logo:
The Tagline/Slogan: The taste of India
The Jingle: Utterly, butterly, delicious Amul
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.
The URL: www.amul.com

Brand Building

Marketing Mix 4Ps

Pasteurizes milk & produces
condensed forms; focused on dairy
segment
PRODUC
Total lengthof Amuls product mix is
T
42; Width is 8
Portfolio: Butter, Milk, Milk
Powder,Ghee, Cheese & Spreads,
Chocolates, Desserts & so on
Been innovative & introduced
products
for specific customer
Follows a low-cost price strategy
Quality
segments
.
with Affordability (core essence
of Amul)
Totally market oriented pricing strategy

to appeal to common masses.

GCMMF sets up pricing model & considers
cost aspects: Cost of milk, Labour cost,
Processing cost, Packaging cost,
Advertising cost, Transportation cost,
Sales promotion costs, Taxes etc.

PRICE

Marketing Mix 4Ps

(Contd..)

PLACE

Covers 2.41 million producer members with milk

collection average of 5.08 million litres/day.
SCM: Farmers
Village Cooperative Societies
(VCS) Manufacturing units
Company Depots
Wholesale Distributors
Retailers.
Market Logistics:
10000 village cooperative societies
3600 wholesale distributors, 45 depots in
India
Over 5,00,000 retailers spread all over India
Amul has entered overseas markets such as
Mauritius,UAE,USA,Bangladesh,Australia,China,
Singapore,Hong Kongetc.

Amul Moppet, little girl ; created a home in

hearts & minds of millions of Indians.

AMUL promotes its products through
newspaper, T.V., hoarding etc.

PROMOTIO
N

 Outdoor Media
Broadcast Media
Internet

Communi
-cation
Strategy

Low costaffordable
High quality
Long time
survivors

Product
Strateg
y

Source
s of
Brand
Equity
Pricing
Strateg
y

First Mover
advantage
Market Leader
USP- taste

Distributio
n Strategy

Network of 3500
Distributors
500,000 retail outlets
Amul Parlors, Cyber
stores

Communication Strategy
The big Idea of Amul

The Big Idea of Amul centers around two basic themes The

core idea based on the concept of delicious taste, and

consequently, a new idea that focuses on having a taste of
everyday life across all its campaigns.
It basically brings out the ability to laugh at yourself and at
the problems around you.
Amul tries to view common situations with a different
perspective, a humorous outlook on all the controversies and
issues of a common mans life and as such, it connects to
the public through its mascot The Amul Utterly Butterly Girl.
The Amul girl was born as a rival
to the Polson butter girl.

The big Idea of Amul

The Utterly Butterly campaign involving the Amul girl

started way back in 1967.

Since then, it has been the longest running Ad campaign Now preparing to enter into the Guinness book of world
record for its long race.
The slogan has always been 'Utterly Butterly Delicious'.
The biggest success of the campaign lies in the fact that no
particular time or period could have frozen this character. It
does not belong to an era. It has moved along with time
reacting to the new events through time.
The magic of the idea lies in the humor that anybody would
enjoy. The Amul ads don't pander to ones nationality or
certain sentiments. It is pure and simple, everyday fun.

Communication Strategy
Outdoor Media: Hoardings/Billboards

Print Media : Newspapers, General Interest Magazines

Broadcast Media: Television

Amul TV

Internet : Independent
websites, Portals

Amul & Second life

Amul has set up its virtual

production facility in Second Life.

Amul has bought eight islands, equal to 160
acres of virtual land, in Second Life to set up a
simulation of its production and distribution
facility.
The objective behind launching a virtual setup
is to demonstrate its functioning to the
consumers, and experiment with any change
in the production or distribution system
virtually before executing it in the real world.

Leveraging Secondary
Associations
Managed by an apex cooperative organization, Gujarat

Co-operative Milk Marketing Federation Ltd. (GCMMF)

Amul is the brand name of 2 million farmers,
members of 10,000 village dairy cooperative
societies throughout Gujarat.
GCMMF ensures that product mix & new product
introduction is consistent with the core philosophy of
providing milk at a basic, affordable price.
Distribution Channels Soul of Amul Saga

Collects 447,000 litres of milk from 2.12 million

farmers everyday
Delivers goods worth Rs 6 crore to over 5,00,000
retail outlets across country
Aim is to transform lives in rural India & contribute
to development of society.

Leveraging Secondary
Associations
"Amul baby" (a chubby butter girl dressed in
polka dotted dress)

Mascot

A pun loving star with her bold tongue-in-cheek topicals made way directly
into the hearts of millions.

Found her way directly into the Guinness Book of World Records for the
longest running campaign ever.
Playing the role of a social observer, its weekly comments have tickled
Indias funny bone since 1967
Amuls consistently been into sponsorships - associated itself with high TRP
shows like:
Surabhi (1990s, Doordarshan)
Star Voice of India (2007, Star TV)
Master Chef India
Proud sponsor of Indian Olympic team for the year 2012.
Conducts various contests:
Chef of the year
Amul Maharani of the year
Amul Food Festival Contest
Slogan likho, Disneyland dekho contest
Amulya Fly to Bangkok contest

Primary Research
and Findings

Demographics
No. of Respondents: 100

Amuls rating on different

parameters

Amuls rating on different

parameters

Amuls rating on different

parameters

Amuls rating on different

parameters

BRAND
IMAGE

MATCH
AMUL
AMUL

MOTHER
MOTHER DAIRY
DAIRY

BRITANNIA
BRITANNIA

100 % of our respondents were able to identify the Amul butter

If Amul butter is out of stock?

BRAND
LOYALTY
14%

26%

61%

No, I will search for the AMUL Butter( Mera wala

Butter)
Hmmm Will try to search, if not then any butter
I will Buy any Butter, It really doesn't matter

BRAND
PERSONALIT
Y

If Amul was your friend,

what traits would he/she
have?

Brand Personality

Cheerful

65%

Fun Loving

60%

Reliable

58%

Healthy

52%

Youthful

46%

Family Oriented

43%

Traditional

23%

Culture Oriented
0%

22%
10%

20%

30%

40%

50%

60%

70%

Cheerful

Culture
Oriented

Traditional

Reliable

MENTAL MAP
Family
Oriented

Healthy

Fun Loving

Youthful

Taste,
Quality

Brand
Prism

CoOperative,
Sharing

g,
vin
Lo d
u
n
Fu ro n
P
d ia
In

lf
Se age
Im
R
n e

fl
e
c
it o

e
Valu d
te
orien

al

Cultur
e

Relationsh
ip

Gregarious
, Friendly

q
i
s
y
Ph
ue

Pe
ty rso
n

Sim
p
Indi le,
an,

Sources of Brand Equity (CBBE

Pyramid)
Resonance
Loyalty, Connect
with customer,
Attachment
Judgments
Feelings
Quality, product
for every class,
Trustworthy,
credibility,
Fun,
innovative
Exciting
Performance

Imagery

Convenient, widely
Traditional, Pure,
available, reliable,
Natural, Fresh
satisfaction, value for
money
Salience
Brand recall, strong distributor network, awareness, range of products,
packaging.

Brand/Category Extension
Launch of new products like:

Amul PRO Malt based food

Amul Flaavyo Frozen Dessert
Nutramul Malt based drink
Amul Prolife Probiotic Dahi
Amul Flaavyo yogurt Probiotic yogurt
Amul Stamina Energy Drink

Localised products like:

Amul Shrikhand,
Amul Basundi
Amul Lassi

Channel Extension
To reach out its consumers more directly and let

them have the total brand experience, Amul has

come up with an extensive network of 6000
outlets in the following format:
Amul Preferred Outlets
Amul Ice-cream Parlour
Amul Railway Stalls
Amul Kiosks in Food courts/ Cinemas
Caf Amul

Amul cyber store

Ice-cream cyber store

What more can Amul do?

Can introduce Proteins Shakes going ahead

with their strategy to meet needs of emerging

market segments
Can introduce Bread will complement rest of
the products in the portfolio. Will try to
increase the usage occasions of Amul
products.
Can come up with sugar free chocolates and
mithai range.
Can introduce its own range of milk cookies
and biscuits.