INTERBRAND METHOD

ALOKEPARNA CHAKRABORTY

INDUSTRY CHOSEN: AMUL

YEAR Mar-19 Mar-20 Mar-21

385 392 392
Projection of Sales in billion
2 3 4
192.50 130.67 98.00

Total Profits 421.17

Average Profit 46.80

P/E Ratio 39.5

Brand Strength 0.87

Brand Equity 1608

JUSTIFICATION

1. Leadership - Amul was ranked at 18th position in 2012, however, in fl

notches above to the current 8th position. It sells about 4-5 lakh litres o
processing (UHT) milk and other value-added products each day, with de
rate of 25% per year.

2. Sustainability - Amul's current milk product line includes around 40 d

85 percent of the butter market, 65-66 percent of the cheese market, 88
percent of the newborn milk market, and 45 percent of the dairy whiten

3. Internationality - Amul products are available in more than 40 countr

Singapore, the United Arab Emirates, Japan, and China.

4. Support - In every sense, Amul's brand journey is inspiring. Ever thoug

refuses to rest on its laurels with new inventions, technological penetrati
chains, and ever-expanding distribution networks.

5. Protection - Amul is a traditional Indian umbrella brand with a diverse

butter, cheese, paneer, chocolates, ice creams, and more. The GCMMF h
associated with a wide range of milk products for more than five decade
5. Protection - Amul is a traditional Indian umbrella brand with a diverse
butter, cheese, paneer, chocolates, ice creams, and more. The GCMMF h
associated with a wide range of milk products for more than five decade
6. Market - Amul was named one of India's top three fast-moving consu
Parle, Amul came in second on the list.It's worth noting that Gujarat Co-
Federation Ltd. had a revenue of Rs 39,000 crores in the fiscal year 2020
31, 2021. GCMMF's sales turnover increased by 17% compared to the pr
global pandemic, Amul was one of the few companies that kept its supp

7. Trend - Amul's enormous success as a brand is due to its expansion in

highlights an important component of the company, which has successf
and market demand over the years while strategically placing its produc
RAND METHOD
RNA CHAKRABORTY

Y CHOSEN: AMUL

Brand Strength

Factors/Valuation Weights Given Weight Scored

Leadership 30 28
Sustainability 15 14
Internationality 15 11
Support 15 13
Protection 5 4
Market 5 4
Trend 15 13
Total 100 87

JUSTIFICATION

osition in 2012, however, in flat 10 years, it has moved 10

It sells about 4-5 lakh litres of Ultra-high-temperature
ded products each day, with demand expected to expand at a

duct line includes around 40 different items. The brand controls

rcent of the cheese market, 88 percent of the butter market, 63
45 percent of the dairy whitener market.

ailable in more than 40 countries, including the United States,

n, and China.

ourney is inspiring. Ever though it is the dairy king today, it

ntions, technological penetration, even more robust supply
etworks.

umbrella brand with a diverse product line that includes milk,

ams, and more. The GCMMF has pushed Amul as a brand
ucts for more than five decades.
 umbrella brand with a diverse product line that includes milk,
ams, and more. The GCMMF has pushed Amul as a brand
ucts for more than five decades.
s top three fast-moving consumer goods (FMCG) brands. After
worth noting that Gujarat Co-operative Milk Marketing
0 crores in the fiscal year 2020-21, which concluded on March
ed by 17% compared to the previous financial year.During the
w companies that kept its supply chain intact

rand is due to its expansion into a variety of dairy products. This

company, which has successfully kept up with shifting trends
strategically placing its products on the shelves.