P. 1
Amul: Brand Audit

Amul: Brand Audit

|Views: 552|Likes:
Published by Madhusudan Partani
This is presentation being presented 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 presentation being presented 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.

More info:

Categories:Types, Business/Law
Published by: Madhusudan Partani on Dec 20, 2010
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PPTX or read online from Scribd
See more
See less

04/04/2013

original

Iiand Audit

8rand 8ecall 8rand 8ecall
8rand lmaae 8rand lmaae
8rand Þreference 8rand Þreference
8rand CpporLunlLles 8rand CpporLunlLles
8rand LovalLv 8rand LovalLv
8rand ÞersonallLv 8rand ÞersonallLv
!iimaiy keseaicl !iimaiy keseaicl
ale
51°
female
10°
cendei
Ʒ
Ʒ
Ʒ
Age
18Ŵ21 22Ŵ23 26Ŵ30
ew Delli
0u°
umbai
!!°
Hydeiabad
!2°
cuigaon

Almedabad

oida
1° Iocation
lS1C8? lS1C8?
18AnSl1lCn 18AnSl1lCn
alra CooperaLlve alra CooperaLlve
AMuL AMuL
1946 1946 1937 1937
Eutte·
Hrlk D·riks Fowde· Hrlk
F·esh Hrlk
Cheese Cookri« Desse·ts
Health D·riks
Þ8CuuC1 Mlx Þ8CuuC1 Mlx
AMuL AMuL
AMuL AMuL
MC18 uAl8? MC18 uAl8?
88l1AnnlA 88l1AnnlA
nu18ALl1 nu18ALl1
1he Creamlerţ
1asLler 8uLLer
1he Creamlerţ
1asLler 8uLLer
ealLhler Lhan
8uLLer
ealLhler Lhan
8uLLer
uLLerlv 8uLLerlv
uellclous
uLLerlv 8uLLerlv
uellclous
aL ealLhvţ 1hlnk
8eLLer
aL ealLhvţ 1hlnk
8eLLer
MA1C MA1C
CCMÞ1l1lCn CCMÞ1l1lCn
Lremelv
Cood
60Ʒ
Cood
33Ʒ
Well nouah

noL SaLlsfacLorv
2Ʒ WorsL

Ava||ab|||ty
Lremelv
Cood
31Ʒ
Cood
42Ʒ
Well nouah

noL
SaLlsfacLorv

WorsL

Cua||ty
Lremelv
Cood
14Ʒ
Cood
33Ʒ
Well nouah
29Ʒ
noL
SaLlsfacLorv

WorsL

Nutr|t|on Va|ue
Lremelv
Cood
13Ʒ
Cood
37Ʒ
Well nouah
23Ʒ
noL
SaLlsfacLorv

WorsL

9ackag|ng
Lremelv
Cood
12Ʒ
Cood
46Ʒ
Well nouah
36Ʒ
noL
SaLlsfacLorv

WorsL

9r|ce
Lremelv
Cood
60Ʒ
Cood
34Ʒ
Well nouah

noL
SaLlsfacLorv

WorsL

1aste
ÞCln1S Cl
ÞA8l1?
W?ellow Þackaalna
WLoL Slzes
WÞrlce
ÞCln1S Cl
ulll8nC
WÞrlnL Adsť SaLlre commenLs on
recenL happenlnas
WCuallLvť ÞurlLv of Lhe ÞroducL
WnaLlonŴwlde presence
W8ecenL markeLlna campalanť
Asll 1asLeţ Asll 8uLLer
WÞrlnL Adsť SaLlre commenLs on
recenL happenlnas
WCuallLvť ÞurlLv of Lhe ÞroducL
WnaLlonŴwlde presence
W8ecenL markeLlna campalanť
Asll 1asLeţ Asll 8uLLer
www.amul.com
8rand
lemenLs
name
Loao
1aallne/Sl
oaan
!lnale
CharacLer
/MascoL
u8L
Sources
of 8rand
ulLv
Sources
of 8rand
ulLv
ÞroducL
SLraLeav
ÞroducL
SLraLeav
ulsLrlbuLlon
SLraLeav
ulsLrlbuLlon
SLraLeav
Þrlclna
SLraLeav
Þrlclna
SLraLeav
Communl
ŴcaLlon
SLraLeav
Communl
ŴcaLlon
SLraLeav
WllrsL Mover advanLaae
WMarkeL Leader
WuSÞŴ LasLe
WllrsL Mover advanLaae
WMarkeL Leader
WuSÞŴ LasLe
WneLwork of 3300
ulsLrlbuLors
W300ţ000 reLall ouLleLs
WAmul Þarlorsţ Cvber sLores
WneLwork of 3300
ulsLrlbuLors
W300ţ000 reLall ouLleLs
WAmul Þarlorsţ Cvber sLores
WLow cosLŴ affordable
Wlah uallLv
WLona Llme survlvors
WLow cosLŴ affordable
Wlah uallLv
WLona Llme survlvors
WCuLdoor Medla
W8roadcasL Medla
WlnLerneL
WCuLdoor Medla
W8roadcasL Medla
WlnLerneL
8roadcasL Medlať
1elevlslon
8roadcasL Medlať
1elevlslon
MA1C MA1C
AMuL AMuL
MC18 uAl8? MC18 uAl8?
88l1AnnlA 88l1AnnlA
88Anu lMAC 88Anu lMAC
88Anu LC?AL1? 88Anu LC?AL1?
Ʒ
Ʒ
Ʒ
o. I will seaicl íoi tle A&I Iuttei( eia wala
Iuttei)
Hmmm Will tiy to seaicl. ií not tlen any buttei
I will Iuy any Iuttei. It ieally doesn't mattei
Cheerful Cheerful
lun Lovlna lun Lovlna
lamllv
CrlenLed
lamllv
CrlenLed
?ouLhful ?ouLhful
ealLhv ealLhv
8ellable 8ellable
CulLure
CrlenLed
CulLure
CrlenLed
1radlLlonal 1radlLlonal
Mn1AL MAÞ Mn1AL MAÞ
88Anu
Þ8SCnALl1?
22Ʒ
23Ʒ
43Ʒ
46Ʒ
32Ʒ
38Ʒ
60Ʒ
63Ʒ
0Ʒ 10Ʒ 20Ʒ 30Ʒ 40Ʒ 30Ʒ 60Ʒ 70Ʒ
CulLure CrlenLed
1radlLlonal
lamllv CrlenLed
?ouLhful
ealLhv
8ellable
lun Lovlna
Cheerful
Iiand !eisonality
Cheerful Cheerful
lun Lovlna lun Lovlna
lamllv
CrlenLed
lamllv
CrlenLed
?ouLhful ?ouLhful
ealLhv ealLhv
8ellable 8ellable
CulLure
CrlenLed
CulLure
CrlenLed
1radlLlonal 1radlLlonal
88Anu
MAn18A
88Anu
MAn18A

u
l
t
u
i
e
8rand Þrlsm 8rand Þrlsm
CoŴCperaLlveţ
Sharlna
1asLeţ CuallLv
Creaarlousţ
lrlendlv
8rand Sallence
8rand
Þerformance
8rand
lmaaerv
Consumer
!udaemenL
Consumer
leellnas
8rand
8esonance
Iv.ìc /·onv
^vì·iìionv[ (v[vc
/.vi[vìi[iì, )·i.c
£o,v[ .cì o{ .v.ìonc·.
^cn.c o{ vììv.nncnì
/.v·cnc.. [c.c[ i. .c·, nivn
±·vnv )c.v[[ i. )00·
±vììc· = /nv[
(ncc·{v[, {vn [o.inv
(v[vc. vnv 1ìni..
1noìionv[ .onnc.ì : 1ivn
±onv .iìn ìnc noìnc·[vnv
/nv[ : Ic[i.c·inv v·cvì qvv[iì,
¡·ovv.ì. .in.c nvn, ,cv·.
44/ 44/
8CCMMnuA1lCnS 8CCMMnuA1lCnS
1An ?Cu 1An ?Cu
!iesented Iy:
Ankita aleslwaii u!uu¯
H. 8anclay ciovei u!u2!
adlusudan !aitani u!u2u
kaiat katloie u!u12
8livi Aggiawal u!u5!
!iesented Iy:
Ankita aleslwaii u!uu¯
H. 8anclay ciovei u!u2!
adlusudan !aitani u!u2u
kaiat katloie u!u12
8livi Aggiawal u!u5!

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->