GROUP - 12

NAME PRN
Anirudh AR: 20050143019
Arnab Ray: 20050143028
Janika: 20050143049
Kaavya Bolar: 20050143057
Shweta: 20050143119
Tapeshwar Singh Rathore: 20050143129
Varsha Subramanian: 20050143136
A Brief History
1999 | The Rajiv Gandhi
1966 | The Mascot
1946 | Founded National Quality Award
Sylvester daCunha

1949 | Dr. Verghese Kurien 1994 | The slogan

White Revolution Shri Kanon Krishna

The Amul brand has proved that it is not just a product but a movement that represents the economic freedom of farmers.
The brand has given farmers the courage to dream, to hope and to live. Amul is the biggest exporter of dairy items in the
nation and it is accessible in more than 40 nations. B M Vyas, Managing Director, GCMMF(Gujarat Cooperative Milk Marketing
Federation Ltd.) stated, “We have demonstrated that if a level-playing field is provided, Indian dairy products are successful in
the global market."
A Brief History
Situational analysis
KEY OPERATING FACTORS

Distribution network
Efficient supply chain
Retail availability
Service frequency
Sales
Marketing Communications

POSITION IN THE MARKET

Mass market operator

Premium quality at affordable prices
Family-friendly image
Direct sourcing from farmers
Situational analysis
CUSTOMER SEGMENTATION BRAND IMAGE

Children (5-12) Healthy

Teenagers and Youth (13-30) Family-oriented
Health-conscious Cheerful
Women (Mothers) Reliable

PRODUCT-BASED SEGMENTATION

Milk
Butter
Cheese
Ghee
Ice cream
Chocolate products
 Competitor analysis
BRITANNIA

Britannia and Amul had their guns blazing at each other in the latter half
of 2019.
Amul came out with saying that most of the other butter cookies in the Britannia Industries Limited is an Indian food and
market have between 0.3% - 3% butter in them as opposed to their beverage company. Founded in 1892 and headquartered
cookies which have 25% pure butter. in Kolkata, it is one of India's oldest existing companies.
Britannia struck back by talking about the side effects of higher It is now part of the Wadia Group headed by Nusli Wadia
cholesterol that any cookies with 25% butter would bring about.
After this war, Britannia had taken over because of the clever ad where
they talk about 7 times more cholesterol with cookies where there is 25%
more butter.
Facebook
Amul Britannia
Likes
16,30,680 26,932
Following
20,31,133 32,174

*The number of likes and followers shows how successful the brand has been
in engaging their audience
 Competitor analysis
MOTHER DAIRY

Introduction:
Similar to Amul, Mother Dairy is present all over India.
It has a strong sales and distribution network in both urban and rural markets.
Brand Perception:
As the name suggests, Mother Dairy has positioned itself as a ‘motherly’ brand.
Their ads revolve around the unit of family, love, and traditions.
Just like a mother, Mother Dairy portrays itself as trusting, caring and warm.
Communication Strategy
Mother Dairy ads target every Indian household that values quality.
It understands that mothers are the decision makers when it comes to buying of dairy
products, hence, every ad has a woman or mother as the central theme.
Its engagement on social media is limited to topical posts.
Back in 2016, they created a campaign #TweetForFarmers that got people to tweet
gratifying messages to farmers, however, a campaign of similar intensity was never seen
again. Instagram:
Mother Dairy is not an aggressive marketer but is a smart one. The TV commercials, print, Amul 320 k
and other forms of advertising done by this brand have been very effective and have Mother Dairy 16.8k
worked well for the brand. Twitter:
Amul 335.2k
Mother Dairy 23.6k
 Consumer understanding:
Who are Amul's consumers?
simple answer "INDIA". In Amul's own words,
their target consumers are between ages 5-70.
What do amul's comsumers like?
The below chart based on research shows, what Amul products do
Amul has positioned itself as a brand for India
their customers enjoy.
consumed by Indians of all ages and from all
places.

What does Amul Offer to its consumers?

Brands
Amul Milk.
Bread Spreads. Bakery products
Cheese. Mithai mante
Paneer. Chocolates
Dahi. Fresh cream
Beverage Range. Happy treats
Ice Cream. Panchamrit
Ghee. Sour cream
Milkpowers Roti Softer
Butter and more
Consumer understanding
How has Amul grown? What do amul's comsumers look like?
 Brand Advertising - Current Vs Past
SAME YET RELEVANT NOTEWORTHY CHANGES

Smart branding - 'Taste of India' continues to be relevant Bouquet ads vs single product ads
even after over half a century of its inception
Fresh ideas: 'Pehla Pyar, Amul Pyar,' Ad campaign- 'Har
Magic of music Ghar Amul Ghar' with relatable storylines
Eg.1. Amul Manthan- Title song of movie Manthan based on
the White Revolution, new version of Manthan

Eg.2. Amul doodh peeta hai India

Amul girl creatives: more topical than ever, increased

frequency, digital presence

Style of TVCs majorly remains the same, only change is:

more products, new music and new storylines

Women centric advertisement

Bold Amul Girl creatives

 Revamp Strategy
Whenever we talk about AMUL 2 things come to our mind
1.Their Tagline: The Taste of India
2. Amul Girl with blue pony and red polka dot frock.

They have always been simple and consistent

They have always made sure that their brand identity remains the same
throughout the years

According to Campaign Magazine, they were listed No.1 amongst 1000 brands
in Asia

Utterly-Butterly Delicious has been a common phrase for every middle class in
India since the 1970s

Print advertisement they don't need to do much of a change as humourous

and brave

just to make sure that their other products like chocolates penetrate the
Indian Household they need to cater to social media and meme marketing
 Revamp Strategy
A lot of people are not aware of Amul as chocolate as they know other
brands

#Har Ghar main Amul can be their new phrase as it is quite evident
that one or the other product of Amul comes to our house

Sponsor ship: Shows like Bigg Boss and I.P.L. Fan army can be an add-
on

TELEPHONE marketing

New Television commercials

Despite being one of the most promised and trustworthy brands they
only have a 3 percent market share in India when it comes to
Chocolate whereas Cadbury has 57.4 and Nestle 19
Thank You