ANALYZE THE BRAND IDENTITY AND PERSONALITY OF A BRANDGroup 7

AMUL

An Indian Company, which has earned a Guiness World Record for the longest running ad campaign in the world

It is now a 3.2 billion USD Co-operative

Till date produces 6 ads/week

312 ads/year

AMUL Formed in 1946 as a dairy co-operative movement, Kaira

District Co-operative Milk Producer’s Union

The brand AMUL means Amulya or Priceless

The company was started in 1946 and was used to collect 250litres of milk and today it boosts of collection of 10million litres/day

In 2013, Amul was named the Most Trusted brand in the Food and Beverages sector in The Brand Trust Report, published by Trust Research Advisory.

GCMMF (AMUL) has the largest distribution network for any FMCG company.

Largest cold chain network

DOES THE AMUL’S ASSOCIATION WITH WHITE REVOLUTION IMPACT YOUR PERCEPTION OF THE BRAND?

WHAT DO YOU THINK DOES AMUL MAKE??

PRODUCT PORTFOLIO

PRODUCT PORTFOLIO

Product-Width

The width of a product mix refers to the total number of different products in their offering

Example:

The total number of items are 8. ( bread spreads , cheese , desert, cooking, health drink, milk drinks, powder milk & fresh milk)

Product-length:

The length of a product mix refers to the total number of items in the particular category

Example:

The total Length of Amul’s Product mix is 44

The Total width of Amul’s Product mix is 8 ( No of lines)

Hence the average product length is ( Total Length / Number of lines) = 44/8 is less than 6

DEPTH OF THE PRODUCT LINE

Microsoft Office Word Document

LEVERAGING BRAND NAME AND GOING FOR LINE EXTENSION

Line stretching:

Every company’s product line covers a certain part of the total possible range. Line stretching occurs when a company lengthens its product line beyond its current range. The company can stretch its line down market, up-market or both ways.

Example : Amul is now aggressively adopting the down market stretch by introducing CHHOTA AMUL, Priced at Rs. 5 to take advantage of the Bottom of the Pyramid

BRAND AWARENESSThe six- year old girl still lure people to Amul.

Its build “Not as a product but as a movement”Core Values:

• To provide remunerative returns to the farmers.

• Give the best quality product to the consumers.

• Best possible price- “Amul in Sanskrit signifies “Priceless”

•Every 4 out of 5 people know about Amul Brand

•Every 3 out of 5 people know that Amul makes cheese spread and flavored milk

•Every 7 out of 10 people know about its cheese, Gouda and Cream

WHAT MAKES AMUL AN ICONIC BRAND?

WHAT DO YOU THINK ABOUT THE PERSONALITY OF THE BRAND?

IS IT LOCAL OR GLOBAL?

AMUL (THE TASTE OF INDIA)

Export to 37 countries worth 150 crore (US$23 million)

The major markets are USA, West Indies, and countries in Africa, the Gulf Region, and SAARC neighbours, Singapore, The Philippines, Thailand, Japan and China, and others such as Mauritius, Australia, Hong Kong and a few South African countries.

Has strategic partnership with Walmart to sell Amul’s product like Gulab jamun, Veg Cheese, etc directed towards Indian community

POP & POD

PackagingSKU’sPrice

Wide range of Products to choose fromSupply ChainState of Arts Facility (Fully Robotic Operated)AdsReputation

CUSTOMER BASED MARKET SEGMENTATION

BRAND ELEMENTS

Name

Message

CharacterAds

Jingle

KAPFERER’S PRISM FOR BRAND IDENTITY

PersonalityIndian, Simple

Culture:Co-operative, Sharing

Self-Image:Proud Indian, Fun loving

Reflection:Value Oriented

Relationship:Sociable

Physique:Taste, Quality

To what extent is the physique and personality conveying the brand identity?

VIDEO: HTTP://WWW.AMUL.COM/

Q) HOW WELL DO YOU CONNECT WITH IT VIS A VIS PARENTS?

Q) DO YOU FEEL THE AMUL GIRL SHOULD CONTINUE? OR THEY SHOULD REVAMP IT LIKE ASIAN PAINTS DID WITH GATTU?

HTTPS://WWW.YOUTUBE.COM/WATCH?V=UUBGNXYOCL4

Amul’s Kool TVC- Mauls the brand

Are consumers bored of the polka-dotted dress wearing girl?

Do the kids from the new generation who don’t want to have anything to do with the brand.

how the brand has great brand recall scores and could be extended to a drink for hip teenagers who go to Dubai and get off on sand dunes?

DOES AMUL LINKAGE WITH AMUL MACHO INNERWEAR HAMPER ITS

TRADITIONAL IMAGE?

HAVE THEY BEEN SUCCESSFUL IN KEEPING THE BRAND SEPARATE FROM

TRADITIONAL AMUL BRAND?