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Brand Audit
Brand Recall
Brand Image
Brand Preference
Brand Opportunities
Brand Loyalty
Brand Personality
100 Respondents
Primary Research
Male54%
Female46%
Gender
Demographics of
the Respondents
22%
57%
21%
Age
18-21 22-25 26-30
New Delhi60%
Mumbai11%
Hy-dera-bad12%
Gurgaon5%
Ahmedabad8%
Noida4%
Location
HISTORY
TRANSITION
Kaira Cooperative AMUL
1946 1957
PRODUCT MIX
Brand Recall
AMUL
AMUL
MOTHER DAIRY
BRITANNIA
NUTRALITE The Creamier, Tastier Butter
Healthier than Butter
Utterly Butterly Delicious
Eat Healthy, Think Better
MATCH
COMPETITION
Extremely Good60%
Good33%
Well Enough5%
Not Satisfactory2% Availability
Extremely Good51%Good
42%
Well Enough5%
Not Satisfactory1%
Worst1% Quality
Extremely Good14%
Good55%
Well Enough29%
Not Satisfactory2%
Nutrition Value
Extremely Good15%
Good57%
Well Enough
22%
Not Satisfactory5%
Packaging
Extremely Good12%
Good46%
Well Enough36%
Not Satisfactory5%
Worst1%
Price
Extremely Good60%
Good34%
Well Enough4%
Not Satisfactory1%
Worst1%
Taste
POINTS OF PARITY
•Yellow Packaging•Lot Sizes•Price
POINTS OF DIFFERENCE
• Print Ads: Satire comments on recent happenings
• Quality: Purity of the Product
• Nation-wide presence
• Recent marketing campaign: Asli Taste, Asli Butter
www.amul.com
•First Mover advantage• Market Leader• USP- taste
• Network of 3500 Distributors
• 500,000 retail outlets• Amul Parlors, Cyber stores
• Low cost- affordable• High quality
• Long time survivors
• Outdoor Media• Broadcast Media
• Internet
Outdoor Media:
Hoardings/Billboards
Broadcast Media: Television
Print Media : Newspapers,
General Interest Magazines
Internet : Independent
websites ,Portals
MATCH
AMUL
MOTHER DAIRY
BRITANNIA
BRAND IMAGE
BRAND LOYALTY
26%
61%
14%
No, I will search for the AMUL Butter( Mera wala Butter)Hmmm Will try to search, if not then any butterI will Buy any Butter, It really doesn't matter
Cheerful
Fun Loving
Family Oriented
Youthful
Healthy
Reliable
Culture Oriented
Traditional
MENTAL MAP
BRAND PERSONALITY
Culture Oriented
Traditional
Family Oriented
Youthful
Healthy
Reliable
Fun Loving
Cheerful
0% 10% 20% 30% 40% 50% 60% 70%
22%
23%
43%
46%
52%
58%
60%
65%
Brand Personality
Cheerful
Fun Loving
Family Oriented
Youthful
Healthy
Reliable
Culture Oriented
Traditional
BRAND MANTRA
Physiq
ue
Personali
ty
Rela
tionsh
ip
Cu
ltur
e
Self
Image
Refle
ctio
n
Brand PrismCo-Operative,
Sharing
Fun Loving,
Proud IndianTaste, Quality
Gregarious, Friendly
Value
oriented
Simple, Indian,
Brand Salience
Brand Performance
Brand Imagery
ConsumerJudgement
ConsumerFeelings
BrandResonance
Taste Aroma
Nutritional Value
Availability Price
Loyal set of customersSense of attachment
Awareness level is very high
Brand Recall is 100%Butter = Amul
Cheerful, fun loving
Values and EthicsEmotional connect :
High
Bond with the motherland
Amul : Delivering great quality products since
many years
Good
RECOMMENDATIONS
THANK YOU
Presented By:
Ankita Maheshwari91007H. Sanchay Grover91021Madhusudan Partani91029Rajat Rathore91042Shivi Aggrawal
91051