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Amul: Brand Audit

Amul: Brand Audit

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Published by Madhusudan Partani
This is report made by Shivi Aggarwal, Ankita Maheshwari, Harsh Sanchay Grover and Madhusudan Partani Students of FORE School of Management ( FMG-18).

It attempts to measure Brand Equity of AMUL- Taste of India.

This is report made by Shivi Aggarwal, Ankita Maheshwari, Harsh Sanchay Grover and Madhusudan Partani Students of FORE School of Management ( FMG-18).

It attempts to measure Brand Equity of AMUL- Taste of India.

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Published by: Madhusudan Partani on Dec 20, 2010
Copyright:Attribution Non-commercial

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12/02/2012

[Pick the date

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AMUL

BRAND AUDIT

Submitted to: Prof. Freda J. Swaminathan Ms. Jayshree Sundar

Submitted by: Ankita Maheshwari H. Sanchay Grover Madhusudan Partani Rajat Rathore Shivi Aggarwal

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91007 91021 91029 91044 91051

Brand Audit

Table of Contents
Introduction ............................................................................................................................................ 3 About the Company ............................................................................................................................ 3 Ownership ........................................................................................................................................... 4 Amul’s Portfolio .................................................................................................................................. 4 POP and POD....................................................................................................................................... 4 Points of Parity ................................................................................................................................ 4 Points of Difference ........................................................................................................................ 5 Product Strategy ................................................................................................................................. 5 Pricing Strategy ................................................................................................................................... 5 Distribution Strategy ........................................................................................................................... 5 Analysis of Distribution Channel ..................................................................................................... 6 Role of marketing channels ............................................................................................................ 6 Push versus Pull Strategy ................................................................................................................ 6 Communication Strategies ...................................................................................................................... 7 Amul - Brand Elements ....................................................................................................................... 7 Amul – Integrated Marketing Communications ................................................................................. 8 Consumer Advertising ..................................................................................................................... 8 Institutional advertising .................................................................................................................. 8 Indirect Action Advertising ............................................................................................................. 9 Pricing strategy adopted ................................................................................................................. 9 Media Platform Used by Amul ........................................................................................................ 9 Outdoor media: hoardings ............................................................................................................ 10 Internet - Online marketing .......................................................................................................... 11 Amul to set up its virtual production facility in Second Life ......................................................... 11 Broadcast media: Television ......................................................................................................... 11 Brand Equity and Brand Personality ..................................................................................................... 12 Brand Values ..................................................................................................................................... 12 Sources of Brand Equity .................................................................................................................... 12 Mental Map ...................................................................................................................................... 13 Brand Mantra .................................................................................................................................... 14 Customer Based Brand Equity (CBBE) Model Analysis ..................................................................... 15 Brand Salience............................................................................................................................... 16 Strategic Brand Management Page 1

Brand Audit
Brand Performance ....................................................................................................................... 16 Brand Imagery ............................................................................................................................... 16 Consumer Judgments.................................................................................................................... 16 Consumer Feelings ........................................................................................................................ 16 Consumer - Brand Resonance ....................................................................................................... 16 Competitor’s Approach ..................................................................................................................... 17 Appendix ............................................................................................................................................... 18 Responses ...................................................................................................................................... 20

Table of Exhibits
Picture 1 Sales Growth ............................................................................................................................ 3 Picture 2 Brand Elements........................................................................................................................ 7 Picture 3 Topicals .................................................................................................................................... 9 Picture 5 Brand Mantra......................................................................................................................... 14 Picture 4 Mental Map ........................................................................................................................... 14 Picture 6 Customer Based Brand Equity Model .................................................................................... 15

Strategic Brand Management

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Brand Audit

Introduction
About the Company
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement in India. It is a brand name managed by an apex cooperative organisation, Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which today is jointly owned by some 2.6 million milk producers in Gujarat, India. It is based in Anand town of Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India, which has made India the largest producer of milk and milk products in the world. It is also the world's biggest vegetarian cheese brand. Refer Appendix (Table 2 for Facts on Organisation) Gujarat Cooperative Milk Marketing Federation (GCMMF) is India's largest food products marketing organisation. It is a state level apex body of milk cooperatives in Gujarat which aims to provide remunerative returns to the farmers and also serve the interest of consumers by providing quality products which are good value for money. Dr Verghese Kurien, former chairman of the GCMMF, is recognised as the man behind the success of Amul. On 10 Aug 2006 Parthi Bhatol, chairman of the Banaskantha Union, was elected chairman of GCMMF. Amul is the largest food brand in India and world's Largest Pouched Milk Brand1 with an annual turnover of US $1050 million (2006-07). Currently Amul has 2.6 million producer members with milk collection average of 10.16 million litres per day. Besides India, Amul has entered overseas markets such as Mauritius, UAE, USA, Bangladesh, Australia, China, Singapore, Hong Kong and a few South African countries. Its bid to enter Japanese market in 1994 had not succeeded, but now it has fresh plans of flooding the Japanese markets .Other potential markets being considered include Sri Lanka. The Sales performance of AMUL from Exports as well as Domestic is depicted in Appendix (Table 1). The sales have grown at CAGR of 14% over the decade.

Sales Turnover
100000 80000 60000 40000 20000 0 Rs. Million

Picture 1 Sales Growth

1

The Business Edition, “Amul Emerges As World’s Largest Pouched Milk Brand”, June 15, 2007

Strategic Brand Management

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Brand Audit
Ownership
In the year 1946 the first milk union was established. This union was started with 250 litres of milk per day. In the year 1955 AMUL was established. In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand name AMUL in 1955. In the early 40s, the main sources of earning for the farmers of Kaira district were farming and selling of milk. That time there was high demand for milk in Bombay. This system leads to exploitation of poor and illiterates’ farmers by the private traders. The traders used to beside the prices of milk and the farmers were forced to accept it without uttering a single word. However, when the exploitation became intolerable, the farmers were frustrated. They collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a co-operative union, Instead of supplying milk to private traders. This led to birth of Co-operative movement in Milk Production. Mr. Verghese Kurien showed main interest in establishing union who was supported by Shri Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the village level. The Kaira district milk producers union was thus established in ANAND and was registered formally on 14th December 1946. Since farmers sold all the milk in Anand through a co-operative union, it was commonly resolved to sell the milk under the brand name AMUL.

Amul’s Portfolio
Amul products have been in use in millions of homes since 1946. The Portfolio of Amul Ranges from Milk to Butter to Cooking Products. Products like Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. The AMUL’s Basket has about 50 Products under the Brand Name of AMUL. The Various Products line as categorized by the Company are Bread Spreads, Milk Drinks, Fresh Milk, Powder Milk, Cheese, Cooking, Desserts and health Drinks. These Lines are further assorted with different varieties. The Product Mix of Amul is attached in Appendix (Table 3) Amul over the years has extended its line for each Product Line. For Instance, it has launched Processed cheese to Mozzarella Cheese to Emmental Cheese. Also Stretching Down from large Packs of Butter to Small packs. Amul has done Line filling, by introducing completely new product ranges in Ice-cream segment by launching Pro-Biotic Ice creams for Diabetics.

POP and POD
Points of Parity
These are the associations that are not necessarily unique to the brand but may be shared by other brands. In case of Amul the points of parity are:    Yellow color of the butter that is standard throughout the industry Lot size or the pack size which is either 100 gms or 500 gms Price of butter across the brands is also kept within a small range Page 4

Strategic Brand Management

Brand Audit
Points of Difference
Attributes or benefits consumers strongly associate with a brand, positively evaluate and believe they could not find to the same extent with a competing brand i.e. points where you are claiming superiority or exclusiveness over other products in the category. For Amul these are:  Quality is something that Amul is known for. Amul has build a reputation for the brand by consistently delivering high quality products over last many years. Amul’s new Ad campaign “Asli Taste, Asli Butter: Amul Butter” shows how the company is trying to create a differentiation for itself Nationwide presence is also something that the competitors are lacking in The print Ads of Amul always pick some recent happenings and make satire comments on them

 

Product Strategy
In case of product, the differentiation is not much as compared to its competitors. But, it has enjoyed the first mover advantage over the years. Share of mind and share of heart is highest with 86% of the market share. It has been the market leader during the last 4 decades. USP- is its taste. Amul butter is made from continuous butter making machines i.e. purely vegetarian. fresh cream by modern

Pricing Strategy
Amul adopted a low-cost price strategy to make its products affordable and attractive to consumers by guaranteeing them value for money. The success of this strategy is well recognized and remains the main plank of AMUL's strategy even today. The choice of product mix and the sequence in which AMUL introduced its products is consistent with this philosophy. Amul has always targeted the middleclass people so it has always been inclined to keep its price low and at same time it assures of reasonable quality. So in nutshell, their pricing strategy can be defined as:    To Survive in the market for long time. Capture market share. To provide high quality service to all income groups.

Distribution Strategy
The ‘place’ variable in the marketing mix plays an important role in overall fortune of any brand. Place refers to the mechanism by which goods/services are moved from the manufacturer to consumer. It is also known as channel, distribution or intermediary. All other marketing decisions are affected by the selection of distribution channel. The key decisions regarding distribution

Strategic Brand Management

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Brand Audit
channel are about the channels to use and how many channels to be used to reach the consumer. The final aim is to make available the product whenever and wherever the consumers demand it. Amul has brought a paradigm shift in the milk industry through its innovative practices of managing the large decentralized network of suppliers and producers and simultaneously developing the new markets and distribution channel. Amul products are available in over 500,000 retail outlets across India through its network of over 3,500 distributors. 47 depots with dry and cold warehouses to buffer inventory of the entire range of products. The main objective of distribution channel of Amul is to provide best quality products to consumers at affordable price while giving maximum possible return to its suppliers. This dual objective of satisfying consumers as well as suppliers has led Amul to find innovative ways to manage its network effectively and make lean and efficient supply-chain. Amul has chosen intensive channel to ensure that its product should be available everywhere even in rural areas. Following are the channel intermediaries of Amul:     Agents, Distributors/Wholesaler and retailers Amul Parlours Exclusive Amul Outlets Internet (Amul Cyber stores)

Analysis of Distribution Channel
All the channel members agreed to the fact that demand of Amul products are very high so they do not need to push the Amul product.

Role of marketing channels
The main role of the various channels is to cater to the consumer market. They do not need to make new market for the Amul products as demand for these products are already high. In rare cases the marketing channels also provide feedback to the company. In festive seasons channel members estimate demand of Amul products and inform company in advance about the fluctuations in the demand. This helps Amul forecasting demand of its products accurately and hence improved inventory management.

Push versus Pull Strategy
The demand of Amul products is very high thanks to the quality of the products and innovative advertising adopted by the company. So Amul do not need any push strategy for its existing product. This also gets reflected in its distribution channel where company do not set any target level for its distributors and even distributors do not make special effort to sell Amul products.

Strategic Brand Management

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Brand Audit

Communication Strategies
Amul - Brand Elements

Name

URL

Logo

Brand Elements
Character/ Mascot Tagline/Slo gan

Jingle

Picture 2 Brand Elements

 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.

Strategic Brand Management

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Brand Audit

 The URL: www.amul.com All these brand elements have built a reputation and a very high brand equity for Amul.

Amul – Integrated Marketing Communications
Before Amul entered the picture, companies used conventional methods of advertising where the focus was only on the food products and the tone of the pitch was serious. Amul changed the way food products were communicated to the people in India. It always advertised its mother brand – Amul, and not its products like butter, pizzas, or cheese. It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter. The butter, which had been launched in 1945, had a staid, boring image, primarily because the earlier advertising agency which was in charge of the account preferred to stick to routine, corporate ads. The year Sylvester daCunha took over the account, the country saw the birth of a campaign whose charm has endured fickle public opinion, gimmickry and all else. Amul has been consistant over the communication campaign and brand strategy. AMUL has positioned itself as " Taste of India " and have ensured that their communication is in line with their positioning strategy By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union conflicts but also created an opportunity for the union members to cooperate in developing products.

Consumer Advertising
This is also called end product advertising. Such advertisements are primarily directed at consumers. These are the advertisements, which are most prominent as very substantial portion of the total advertising budget is directed to potential buyers of consumer products through mass media. The fact that the numbers of buyers of consumer items is generally very large and are widely distributed over a large geographically area further, enhances the importance of consumer advertising as a marketing tool. Amul had resorted to consumer advertising as it’starget was the middle class of Indian sector. But the point to be noted is that they relied more upon emphasizing their brand rather than single product.

Institutional advertising
Institutional advertising is also called corporate advertising. it’s a public-relation-approach advertising. Amul had wanted to build goodwill for its brand and also it is always expressing a viewpoint on a controversial issue through the use of billboard, which we are going to discuss under media platform used.

Strategic Brand Management

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Brand Audit

Picture 3 Topicals

Indirect Action Advertising
Indirect action advertising as against direct action advertising does not attempt to bring about an immediate behavioral response. The purpose of Amul was not to bring about an immediate behavioral response but the aim of advertisements was to create a image in the minds of consumer regarding Amul. Amul wanted to build long-term relation with its customers that are why it never adopted practice of aggressively selling the product.

Pricing strategy adopted
Thus, AMUL adopted a low price strategy to make their products affordable and guarantee value to the consumer. The success of this strategy is well recognized and remains the main plank of AMUL's strategy even today. The choice of product mix and the sequence in which AMUL introduced its products is consistent with this philosophy. Beginning with liquid milk, the product mix was enhanced slowly by progressive addition of higher value products while maintaining desired growth in existing products. Even today, while competing in the market for high value dairy products, GCMMF ensures that adequate supplies of low value products are maintained. Amul was/is targeting middleclass people so it has always been inclined to keep its price low and at same time it assures of reasonable quality. Huge ad campaigns are not always necessary, what you need is a genuinely interesting way to interact with your customers, tell them your story and engage them in a conversation, even if you are selling something that is soo commoditized like butter. Thus Amul believed that huge expenditure on advertising was not always necessary , if an Advertisement has creativity and ingenuity it will achieve its purpose for which it has been designed.

Media Platform Used by Amul
It is important phase of advertising campaign after creative strategy that is preparation of the right message. Until and unless , the message is communicated through the right medium to target customers the target is of no use . Amul was also facing the challenge of which advertising media to adopt which should integrate with its objectives.

Strategic Brand Management

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Brand Audit
Amul has made the use of following media platforms till now : 1. 2. 3. 4. 5. Outdoor media : hoardings/billboards Broadcast Media : television Non-broadcast Media : cinema Print media : newspapers, general interest magazines Internet : independent websites ,portals

Outdoor media: hoardings
The cooperative has been making extensive use of hoardings for promoting its flagship brand ‘Amul Butter’ since 1966, and is all set to enter the Guinness Book of World Records for the longest run promotion campaign. The advertisements are in the outdoors category and are communicated through hoardings at busy junctions in all major cities across India. Amul had used outdoor advertising to a good effect with the middle class people as their targets they were able to create an image for their brand in the minds of consumer . The ads have a central character – a cherubic, wide-eyed, dressed in a polka-dot frock, and bluehaired girl/baby who is perhaps around 4-6 years old. A new ad is apparently created every week and these ads revolve around the latest happening thing (good/bad/ugly) in the country (or local states) and can be anything associated with politics/sports/movies/people/laws/general events etc. The ads are very creative, witty, humorous, whacky and sometimes controversial but invariably elicit a laugh, chuckle or at least a smile from almost everyone who understands the context. The ads relate butter to the topic of the ad in a very amazing & intriguing manner…primarily by playing with words. The words can be in plain English or Hinglish. Mascot advertising (will be dealt with just after this section) Here are a few advertisements, which appeared on hoardings:

Strategic Brand Management

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Brand Audit
Internet - Online marketing
Buying Amul Products Online: As a first step towards Ecommerce in India, Amul is delighted to offer you the cyber shopping experience with a wide range of Amul dairy products in all major cities of India. Amul Products can now be ordered online on the website of our importer www.kanandairy.com The key benefits of buying online are:    Products shipped in a Reusable Attractive Styrofoam Ice US $10.00 Retail Value. Receive Free Reusable Ice Pack for keeping food and drinks cold, US $5.00 Retail Value. Amul Products delivered at your doorstep overnight, saves time, mileage and parking hassles. Receive Amul promotional items with your package like Amul Recipe Book, Butter Girl refrigerator magnet, etc. Receive the satisfaction of Eating pure, full-flavored, quality sealed product manufactured fresh in India's most advanced dairy manufacturing facility. Get a free family pass for visiting Amul's Dairy Plant in Anand Gujarat. Special Offers for Party Orders of 1 or more cartons of any single Amul Product. Ask for special quote. Makes you directly eligible to enroll for The Fly Me Home Contest Sponsored By Amul and many more Internet Promotions in the Pipeline. No Sales Tax for Internet Sales except for Illinois residents at the Present time. Most important, all transactions are powered by AT&T Secure By which ensure complete security.

 

 

Amul to set up its virtual production facility in Second Life
Amul, which established its presence in Second Life in March by setting up its virtual parlor, is now working to expand its presence in the virtual world. Amul.tv.com- It showcases short films and TV’s related to Amul at this site recipes of favorite Indian dishes are also given.

Broadcast media: Television
TV reaches every demographic category and achieves a certain impact with the use of colour, audio and motion. Amul has aired a lot of advertisements for its various product categories .some of the advertisements which we had collected are here.

Strategic Brand Management

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Brand Audit

Brand Equity and Brand Personality
Brand Values
The core values of the company are — to provide remunerative returns to the farmers, give the best quality product to the consumer, and the best possible price. It holds true in any era as has been demonstrated by Amul time and again over the years. In fact, it is not just the core values at Amul that have remained the same; the core team associated with the brand is still the same. Even the advertising agency hasn’t changed, and Da Cunha and FCB Ulka, have played a pivotal role in the growth of Amul. It has helped Amul maintain consistency in its communication. Their strategy of umbrella branding has also helped establish the brand firmly in people’s minds. From Utterly butterly delicious Amul to The Taste of India, Amul continues to be the toast of the country.

Sources of Brand Equity
The brand name Amul means “AMULYA”. This word is derived from the Sanskrit word “AMULYA” which means “PRICELESS”. From this phrase the word “Amul” was suggested. Amul products have been in use in millions of homes since 1946. Today Amul is a symbol of many things like of the high-quality products sold at reasonable prices, of the genesis of a vast cooperative network, of the triumph of indigenous technology, of the marketing savvy of a farmers' organization. If a brand’s value is to be judged by the ease with which it can be recalled, then Amul’s marketing campaign wins hands down. With its clever use of topical events, Amul’s utterly butterly campaign—it has the distinction of entering the Guinness World Records as the longest running campaign—has won the brand several accolades. Playing the role of a social observer, its weekly comments have tickled India’s funny bone since 1967, when Sylvester Da Cunha’s irrepressible Amul girl first had her say. Amul has always used umbrella branding over the years. An umbrella brand is a brand that covers diverse kinds of products, which are more or less related. It applies also to any company that is identified only by its brand and history like Amul. Amul changed the way food products were communicated to the people in India. It always advertised its mother brand – Amul, and not its products like butter, pizzas, or cheese. Amul has been consistent over the communication campaign and brand strategy. AMUL has positioned itself as "Taste of India” and have ensured that their communication is in line with their positioning strategy.

Strategic Brand Management

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Brand Audit
By insisting on an umbrella brand, GCMMF not only skillfully avoided inter-union conflicts but also created an opportunity for the union members to cooperate in developing products. Amul has high brand equity and umbrella branding of Amul has helped the company in bigger sense. Amuls’s brand name has helped its other brands also like Mithai made, Amul Ice creams, chocolates, Amul Kool etc. So umbrella Brand, Amul is used to build and offer value to customers in bigger sense. In literal sense, a company has high brand equity if it has multi dimensions. Amul has explored various available opportunities to reach to mass customers. It has opened a community on public forums like orkut, sponsored events like Amul voice of India and the latest being Masterchef India etc. The brand value of Amul has surely helped the company to maintain the status of largest food brand in India for a long time. Amul’s strategy of using “umbrella branding” has really paid off. Amul’s advertising and marketing spend has never exceeded 1% of its revenues as compared with 7-8% spent by most of the food and consumer product companies in the same segment. Amul’s creative’s: In the form of billboards or the Taste of India campaign—have always managed to evoke a larger-than-life brand feel, consistency and spirit of Indian culture in a contemporary way. So, the main factors behind its success are: • • • • • • It is the largest food brand in India It offers High Quality, Low Price World's Largest Pouched Milk Brand Annual turnover of US $1504 million Highly Diverse Product Mix Robust Distribution Network

Mental Map
A mental map is generally a visual depiction of the core brand associations and can be useful in defining the brand mantra. Many of these core brand associations come from the brand’s positioning and communication strategies. These are points which in essence define the brand‟s identity and representation. According to the consumers, some of the brand associations that can be mapped onto a mental map for Amul Butter are depicted below. Then from this mental map, we will be able to define the brand mantra for Amul Butter.

Strategic Brand Management

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Brand Audit
Healthy Cheerful

Reliable Sporty

Culture Ethnic

Traditional
Picture 4 Mental Map

Family Oriented Fun Loving

Youthful

Brand Mantra
Brand Mantra reflects the essential heart and soul of the brand and is a synthesis of many core brand associations. According to most of the communication, Amul Butter does in India a few terms come out quite clearly, making up its brand mantra. Adding to that the mental map that we have managed to create brings out certain core brand associations, which can be fine-tuned to five major aspects, and these can form the Amul Butter brand mantra. Amul Butter’s brand mantra is that it is a healthy butter, which offers a reliable product while keeping a youthful charm and fun loving appeal about itself.

Youthful

Cheerful

Fun Loving

Healthy

Reliable

Amul Butter Brand Mantra
Picture 5 Brand Mantra

Strategic Brand Management

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Brand Audit
Customer Based Brand Equity (CBBE) Model Analysis
According to the formal definition, customer based brand equity is the differentiated effect that brand knowledge has on customer’s response to the marketing of that brand. A brand is said to have positive customer based brand equity when the customer responds more favorably to a product or service and the way it is marketed when the brand is identified than when it is not. There are three dimensions, which need to be analyzed to find out the customer based brand equity of a brand, which are:    Differential Effect Brand Knowledge Consumer response to marketing

Through the following customer based brand equity pyramid we’ll evaluate how Amul performs on each parameter and how strong or weak the customer based brand equity of Amul is.

Picture 6 Customer Based Brand Equity Model

Strategic Brand Management

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Brand Audit
Brand Salience
Brand salience defines and measures the awareness of the brand in the minds of the consumers. It is the identity step of the pyramid and lets us know what the consumer knows about the brand. The consumers seem to be well aware of the brand. In the primary survey we conducted brand awareness level came out to be 100% for Amul. Moreover, first thing that came in to minds of consumers after Butter was Amul. Such strong association results in strong brand salience of Amul and acts as a solid base for the CBBE pyramid.

Brand Performance
Performance consists of parameters like taste, aroma, nutrional value, availability and price. On this front too Amul rates good. Except for price more than 70% of the respondents in the survey rated Amul as good and extremely good on all the parameters stated above. For price the respondent base that rated the brand good and extremely good was 56%.

Brand Imagery
Imagery relates to the satisfaction of the customer’s psychological needs, unlike his functional needs, which can be related to performance. User experience would be a major element in imagery. Based on responses, Amul is found to be very positive on imagery as Amul is a Indian brand with a history that the customer associate the brand with words like values, ethics, family yet found the brand to be cheerful, fun loving and full of joy.

Consumer Judgments
Judgments consist of factors like quality, credibility, superiority and consideration. Amul rates well on these parameters since the quality of the product is very good and Amul has been known for delivering great quality products for many years.

Consumer Feelings
This is the response of the consumer in terms of his emotional reactions and responses towards the brand. Feelings here can be mild, intense, positive or negative. Customers respond positively towards Amul and most of its advertising shows its connect with the people and a bond with the motherland. There are very intense emotions attached with this brand.

Consumer - Brand Resonance
This is the peak of the pyramid and defines and measures the relationship and level of identification of the consumer with the brand. Factors like loyalty, attachment and engagement are associated with this step. Consumers have been using this brand for such a long time that they have developed a liking towards it, which doesn’t allow them to compromise on the taste. In the survey conducted, 80% of the respondents said that they will search for Amul in case it’s not available nearby instead of buying butter of any other brand. Being a low involvement product having loyalty for the brand is an accomplishment for Amul. The consumers feel a certain sense of attachment to the brand.

Strategic Brand Management

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Brand Audit
Competitor’s Approach
Nutralite is table margarine. World over margarine are used as a substitute for butter. Margarines are fat derived from either animal products or vegetable oils. The veggie margarines are used as a healthy alternative for butter. Zydus acquired Nutralite in 2006. The brand was then relaunched with a controversial positioning " Better than Butter ". The slogan prompted Amul to take the issue to ASCI, which directed Zydus to substantiate the claims in their future campaigns. The organized branded butter market in India is estimated to be around Rs.800 crore. Amul dominates the market with around 86% market share. Amul butter may be selling the most, but the advertising and promotions are almost always targeted at adults. Here, Mother Dairy has dared to go different. Since kids consume 60 per cent butter, the company wants them to sit up and take notice of its butter. Makkhan Singh, a sturdy jovial cow (a cartoon character) has been made its brand ambassador. Mother Dairy is present across north India, Mumbai, Kolkata, and Bangalore, while Amul has its reach to even the remote consumers. Amul plans to protect near dominance in low margin market with price, whereas Britannia focuses on top 30 cities only.

Strategic Brand Management

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Brand Audit

Appendix
Year Sales Sales Turnover Turnover ( Rs. Mln) ( $. Mln) 11140 355 13790 400 15540 450 18840 455 22192 493 22185 493 22588 500 23365 500 27457 575 28941 616 29225 672 37736 850 42778 1050 52554 1325 67113 1504 80053 1700

1994-95 1995-96 1996-97 1997-98 1998-99 1999-00 2000-01 2001-02 2002-03 2003-04 2004-05 2005-06 2006-07 2007-08 2008-09 2009-10

Table 1: Sales Performance

Members: 13 district cooperative milk producers' Union No. of Producer Members: 2.9 million No. of Village Societies: 15,322 Total Milk handling capacity: 13.07 million litres per day Milk collection (Total - 2009-10): 3.32 billion litres Milk collection (Daily Average 2009-10): 9.10 million litres Milk Drying Capacity: 647 Mts. per day Cattle feed manufacturing Capacity: 3740 Mts per day
Table 2: Facts about the GCMMF

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Brand Audit
Product Mix Width Bread Spreads Amul Lite Milk Drinks Amul Kool Milk Shake Powder Milk Amul Spray Infant Milk Food Sagar Tea Coffee Whitener Sagar Skimmed Milk Powder Amul Instant Full Cream Milk Powder Amulya Dairy Whitener Fresh Milk Amul Fresh Milk Cheese Amul Pasteurised Processed Cheese Amul Pizza Mozzarella Cheese Amul Cheese Spreads Gouda Cheese

Cooking Amul / S Pure Ghe

Amul Butter

Kool Koko

Amul Lite Slim and Trim Milk Amul Calci+

Cooking Butter

Delicious Table Margarine

Amul Kool Flavoured Bottled Milk Amul Kool Cafe

Utterly Delicious Pizza

Table 3: Product Mix of AMUL

Strategic Brand Management

Product Line Length

Amul Buttermilk Amul Fresh Cream Amul Shakti Toned Milk

Amul Ma Paneer

Amul Masti Spiced Buttermilk Amul Lassee Amul Kool Chocolate Milk Amul Kool Thandai Nutramul Energy Drink

Amul Emmental Cheese

Masti Da

Mithai M

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Brand Audit
( here Print of qsnr wud come)

Responses
Demographics
No of Respondents: 100
Noida 4% Ahmedabad 8% Gurgaon 5%
Hyderabad 12% Mumbai 11% New Delhi 60%

Location

Age
21% 22%

Gender

Female 46%
57%

Male 54%

18-21

22-25

26-30

Which Brand comes to your Mind when you wish to buy Butter?
It is really remarkable and amazing to see all the 100 respondents responding “Amul” as the response, though no options or reference sheet was given. This proves The Amul has high share of mind. 100%

Strategic Brand Management

Page 20

Brand Audit
Rate AMUL Butter Vis a Vis its competitor on

Well Not Satisfactory Enough 2% 5%

Availibility

Worst 0%

Good 33%

Extremely Good 60%

Not Satisfactory 2%

Aroma
Worst 0%

Well Enough 11%

Extremely Good 24%

Good 63%

Not Satisfactory 2%

Nutrition Value
Worst 0% Extremely Good 14%

Well Enough 29% Good 55%

Strategic Brand Management

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Brand Audit
Not Satisfactory 5%

Packaging
Worst 0% Extremely Good 15%

Well Enough 23%

Good 57%

Worst Not Satisfactory 1% 5%

Price
Extremely Good 12%

Well Enough 36% Good 46%

Not Satisfactory 1% Well Enough 5%

Quality

Worst 1%

Good 42%

Extremely Good 51%

Strategic Brand Management

Page 22

Brand Audit
Well Enough 4% Not Satisfactory 1%

Taste

Worst 1%

Good 34% Extremely Good 60%

From all the above responses it can be seen that in all most all the parameters Amul’s Butter was regarded as ‘Extremely Good’ or ‘Good’ by the respondents, who are also its consumers. If AMUL is made your friend, what will be his/her qualities?

Brand Personality
Cheerful Fun Loving Relaible Healthy Youthful Family Oriented Traditional Culture Oriented Sporty Ethnic Sarcastic Serious 0% 2% 10% 20% 30% 40% 50% 60% 70% 8% 23% 22% 19% 16% 46% 43% 52% 60% 58% 65%

Of the given 12 Attributes, which were selected by the group from the secondary research, it is clearly visible that respondents selected Cheerful, Fun loving, reliable and Healthy as the most suitable qualities of Amul. The question is purposefully kept comical to appeal the respondents in a friendly manner.

Strategic Brand Management

Page 23

Brand Audit
If AMUL Butter is out of Stock

Brand Loyalty
14% 25%

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
This question was asked to measure Brand Loyalty of Amul Butter. And seeing the responses it can be inferred that though customers have a very high recall and High share of mind for Amul Butter (which is shown if previous question), the Loyalty towards the product is bit low. Of the 100 respondents Only 25% were hard core loyal and maximum proportion( 61%) are though willing to buy Amul’s Butter but in case non availability the will buy any other butter.

Strategic Brand Management

Page 24

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