MILK TURNS TO GOLD

By group no 1 ANUSHA.P NILESH RATHI NEHA PAREEK K N R M K LOHIT ROHIT RAJIV JAJU ABIJITH KUMAR KALITA

Table of contents
Introduction AMUL supply chain Marketing mix Product Differentiation Brand value and brand equity CBBE Model for AMUL Conclusion

Introduction to AMUL
A
M U L
Exists since 1946

Managed by GCMMF

Indias largest Food brand Worlds Largest Pouched milk brand

Amul means Priceless

The Marketing Mix

Some famous ads

Product Differentiation
Amul never forgot its
primary customer Product for youth Product for diabetic people Product for the health conscious Product for the price sensitive India Product for the urban class

Frontal attack
Amul matches its opponents through product, advertisement, price and distributions For example: Amul attacked Nestle

Case page no:- 116 1st para

Brand value and brand equity

Brand value
to provide remunerative return to farmers the best quality product to the consumer at the best possible price

Sources of brand equity

Strategy of umbrella branding has help to establish the brand firmly Amul utterly buttery campaign is a longest running campaign Taste of India tag line is in line with there positioning strategy

CBBE Model for AMUL

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 Consumer Judgments High quality, Superior & Credible Consumer Feelings Emotional Attachment Patriotic sentiments Consumer Brand resonance Low involvement product Yet Brand loyalty

WHY is AMUL SUCCESSFUL TODAY ?

Maintain Quality & Low pricing strategy Robust & Vast Distribution Channel Investment in IT infrastructure , Market strategies First Mover Advantage, So Everybody knows that AMUL is taste of INDIA

THANK YOU !!!