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Brand Audit Amul 110619124114 Phpapp02
Brand Audit Amul 110619124114 Phpapp02
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. Spurred the white revolution of India, which has made India the largest producer of milk and milk product in the world. Overseas market Mauritius, UAE, USA, Bangladesh, Australia. Dr. Varghese Kurien former chairman of GCMMF the man behind the success of Amul.
BRAND ELEMENTS
Character / Mascot Name Logo
Brand Element
URL Jingle Tagline/ Slogan
Keller Brand Elements Model 1. 2. 3. 4. 5. Brand Name: Amul is the acronym of Anand Milk Union Limited. 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
6.
PRODUCT MIX
Cheese Amul pasteurized processed cheese Amul cheese spreads Amul emmentel cheese Amul pizza mozzarella cheese Gouda cheese Cooking Amul pure ghee Amul cooking butter Amul malaipaneer Utterly delicious pizza Mastidahi Desert Amul ice cream Amul shrikhand Amul mithaigulabjamun Amul chocolates Amul lassi Amul basundi Health Drink Nutramul Amul shakti health food drink
PRODUCT MIX
Bread Spread Milk Drinks Amul koolmilkshake Nutramul energy drink Amul koolflavouredb ottled milk Amul mastispiced buttermilk Amul koolthandai. Powder Milk Amul spray infant milk food Amul instant full cream powder Sagar skimmed milk powderr Sagar tea coffe whitener Amul dairy whitener Fresh Milk Amul fresh milk Amul gold milk Taza double toned milk Amul liteslim and trim milk Amul fresh cream Amul shakti toned milk Amul calciplus
Product for diabetic people - Indias First Pro-Biotic Wellness Ice cream & Sugar Free Delights For Diabetics
Product for the price sensitive India - Low Priced Amul Ice Creams and
affordable sagar whitener
3. Print Media: Newspapers, General interest Magazines 4. Internet or Social Media: Independent websites, Portals, CSR activities. 5. Outdoor Media: Hoarding / Billboards
SWOT ANALYSIS
Technical manpower Demand Margins Problem in distribution Perishability Competition
Brand Mantra:
Youthful
Fun Loving
Cheerful
Reliable
Healthy
CBBE Model
CBBE Model
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
CBBE Model
Consumer Judgments High quality, Superior & Credible
Consumer Feelings Emotional Attachment Patriotic sentiments Consumer Brand resonance Low involvement product Yet Brand loyalty
Thank You
Presented by : Punit Bhandari (34) Sandeep Nayak (41)