PRESENTED BY :

ANSH SHARMA
SANGRAM SINGH SENGAR
SHUBHANGI KASHYAP
SHUBHANGI PAWAR

INTRODUCTION
In todays brand strategies, the word anticipation becomes more
important than prediction. We no longer have the luxury of being
reactive, we need to address not only the definite needs of consumers, but
the unclear needs as well. But when it comes to our basic needs
,consumer wants to believe on a single brand if it provides them full value
of their money. Such a brand which provides its customers a feeling of full
satisfaction is AMUL. The brand name Amul means AMULYA. This
word derived from the Sanskrit word AMULYA which means
PRICELESS. A quality control expert in Anand
had suggested the brand name 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.

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

Dr. Varghese Kurien former chairman of
GCMMF the man behind the success of
AMUL .
Brand
Element
Name
Logo
Tagline/
Slogan
Jingle
URL
Character /
Mascot


1. Brand Name: AMUL is the acronym of
Anand Milk Union Limited.
2. The Tagline / Slogan: The taste of India
3. The Jingle: UTTERLY BUTTERLY
DELIICIOUS AMUL!!......
4. URL: WWW.AMUL.COM


Cooking Cheese Desert
AMULpasteurized
processed cheese
AMUL cheese
spreads
AMUL emmentel
cheese
AMUL pizza
mozzarella cheese
Gouda cheese
AMUL ice cream
AMUL shrikhand
AMUL
mithaigulabjamun
AMUL
chocolates
AMUL lassi
AMUL basundi
AMUL pure ghee
AMUL cooking
butter
AMUL
malaipaneer
Utterly delicious
pizza
Masti dahi

Health Drink
Nutramul
AMUL shakti
health food
drink

AMUL never forgot its primary customer
- AMUL collects 447,000 ltrs of milk from 2.12 million
farmers (many illiterate)

Product for youth
-AMUL launched Chocolate milk under brand
name of AMUL Kool Koko targeting the youth


Product for diabetic people
- Indias First Pro-Biotic Wellness Ice cream &
Sugar Free Delights For Diabetics


Communication Strategies: AMUL mainly uses indirect
action advertising to create a long term relationship with
the consumer & never adopted aggressive selling practices.

Mainly two type of communication strategy was adopted by
AMUL.

1.Consumer Advertising

2. Institutional Advertising
Media Platform: AMUL has used following medial platform
for creating a high brand equity.
1. Broadcast Media: Television
2. Non Broadcast Media: Cinema-
AMUL.tv.com

3. Print Media: Newspapers, General interest Magazines
4. Internet or Social Media: Independent websites, Portals,
CSR activities.
5. Outdoor Media: Hoarding / Billboards

Technical manpower
Demand
Margins

Problem in distribution
Perishability
Competition


Flexibility in market
Export
potential
Milk vendors
Competition
Mental Map: A mental map is generally a visual depiction of
the core brand association. From this mental map we will define
the brand Mantra. Brand mantra for AMUL butter is given here.

Youthful
Cheerful
Healthy Reliable
Fun Loving
Brand Mantra:
Brand Values: The core values of the company are: To provide
remunerative returns to farmer, give the best quality product to
consumer, and the best possible price.

Sources of Brand Equity:
Not only the core values Core team associated with the brand is still the
same helped them maintain consistency in communication.

Strategy of Umbrella branding has also helped established the brand
firmly.

AMULs uttary buttery campaign is the longest running campaign.
Playing the role of a social observer through its weekly comments
AMULgirl.

Brand Salience
AMUL Butter
High Awareness level of the brand

Brand Performance
Easily Available
Rich Taste & Aroma
High nutritional value

Brand Imagery
Ethical
Family
Cheerful and fun loving


Consumer Judgments
High quality, Superior & Credible


Consumer Feelings
Emotional Attachment
Patriotic sentiments

Consumer Brand resonance
Low involvement product Yet Brand loyalty


AMUL butter is in its maturity stage, as it is the
most profitiable stage definitely AMUL butter is
making huge profits as it dominates the market
with an overall share of 86%.
The sale is definitely increasing but at a slower
pace,has a vey strong brand awareness and
advertising expenditure thus redused.


-Four Ps


All activities of designing and producing the
container for a product.
Which butter is better?

Identify the brand
Convey descriptive and
Persuasive information
Facilitate product
Transportation and
protection
Assist at-home storage
Aid product consumption

s
Identifies
Grades
Describes
Promotes
Can you name this product?


For the consumer, a brand is a set of
perceptions, associations, and the
likes

That creates a
inside the
consumer

That ultimately leads to some expectation of
value

CONCLUSION
GCMMF that owns Amul , Asias largest milk brand realized
that with the changing lifestyle & increased awareness about
health issues , there has been a discernable shift towards health
based drinks from carbonated drinks. To utilize the potential of
flavoured milk, butter milk & other milk based beverages that
have an age old tradition in India. By identifying the targeted
teenagers & youth , who were biggest consumers of colas &
aerated drinks. The New variants of the brand were advertised
through major national channels with special focus on youth
oriented TV channels like MTV & Cartoon Network . By
identifying the trend & introducing variants , Amul has been
emerged as the fastest growing brand in non-carbonated soft
drinks category.
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