TOUCH POINT PSSD SCANNER TOUCHPOINT SCANNER scanner CORE ACTIVITY PRODUCT TYPOLOGY: PRODUCT FIELD: LABEL 0_NONE 1_UNA TANTUM 2_FIRST TIME 3_RANDOM 4_YEARLY PLANNING 5_BRANDCORE STRATEGY Products Services Community Architecture Sweets and chocolate Others Milk Milk products Ice creams ARCHITECTURE COMMUNICATION SERVICE 5 4 3 2 0 Amul T V Second Lif e Social ne twok (pe rsonal) EVENTS ADVERTIZIN G Catologue Flag s hip store Showroom Info P oint s Corner Exhibi tion stand BRANDEXTENTION Food Joi nts “Restaur ants” DISTRIBUTION CHANNEL CORPORATE B UILDI NGS COM MUNITY Social ne twok (p ages) Above the line Below the line Exhibi tions Competition s Sponsorsh ip Shops Plasti c hand-i n Buildi ng school s Parlour s Web (info rmative ) Web (vir tual shop) CHARITIE S PACKAGING Sponsorsh ip Loans Main Pack Secondar y Pack Enployment Visual Merch andizin g 1 SERVICES Offi ces The Taste of India
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TOUCHPOINT
PSSD SCANNER TOUCHPOINT SCANNER
scanner
CORE ACTIVITY
PRODUCT TYPOLOGY:
PRODUCT FIELD:
LABEL
0_NONE
1_UNA TANTUM
2_FIRST TIME
3_RANDOM
4_YEARLY PLANNING
5_BRANDCORE STRATEGY
Products
Services
Community
Architecture
Sweets and chocolate
Others
Milk
Milk products
Ice creams
ARCHITECTURE
COMMUNICATION
SERVICE
5
4
3
2
0
Amul TV
Second Life
Social netwok (personal)
EVENTS
ADVERTIZINGCatologue
Flag ship store
Showroom
Info Points
Corner
Exhibition stand
BRAND EXTENTION
Food Joints“Restaurants”
DISTRIBUTION CHANNEL
CORPORATE BUILDINGS
COM MUNITY
Social netwok (pages)
Above the lineBelow the line
ExhibitionsCompetitions
Sponsorship
Shops
Plastic hand-in
Buildingschools
Parlours
Web (informative)
Web (virtual shop)
CHARITIES
PACKAGINGSponsorship
Loans
Main PackSecondary Pack
Enployment
Visual Merchandizing
1
SERVICEES
Offices
The Taste of India
PSSD SCANNER COMPONENTS PSSD SCANNER COMPONENTS
COMPO_________NENTS MAIN ENTRANCE INNOVATIVE ASPECTS
OTHER ELEMENTSSECONDARY ENTRANCE
MILKStarting from the core idea of collab-orative work, Amul company collects milk from almost every milk producer of India, whatever big or small they are, and produces fresh consumables mainly made of milk. (milk, butter, cheese etc)
ICE CREAMS and CHOCOLATEIce creams are a very important prod-uct for Amul, and the brand decided to design a dedicated logo for this branch of the brandin order to create an even stronger communication based on the product quality and on their freshness.Chocolate and sweeties are aswell a good and strong secondary product.
SPONSORIZING NETHERLANDS AT CRICKET WORLD CUPThe Amul Butter logo, the brand mar-keted by Gujarat Cooperative Milk Marketing Federation, appears on the sleeves of saffron jerseys of players as well as on their training kits. Amul would also invest in some other key areas of the RNCB and even in some of their development programmes beyond the World Cup.
COMMUNITYAmul (Anand Milk Union Limited) was formed in 1946, and it is not only a brand, is also a real city. “Community” can be both intended as the productive chain keypoint of the collection of milk from farmers, or the social and nationalist creation of network of people around this brand. “A taste of India” refers aswell to the brand attitude toward forming a community of valors and people, and the feeling of belonging.
CHARITYAmul reconstructed Relief Trust in the earthquake affected Toda Village in Mundra Taluka of Gujarat.
REALITY SHOWSAmul also happen to be known by consumers thanks to its sponsorship on reality tv shows, sport competitons and many other
PSSD SCANNER FACTS PSSD SCANNER FACTS
SOMETIMES
IT’SJUST
A MATTER
OFFACTS
AMUL BRIEFLY
AWARDS
AMUL STRUCTURE
Members: 13 district cooperative milk producers’ UnionNo. of Producer Members: 2.79 millionNo. of Village Societies: 13,328Total Milk handling capacity: 11.22 million litres per dayMilk collection (Total - 2008-09): 3.05 billion litresMilk collection (Daily Average 2008-09): 8.4 million litresCattle feed manufacturing Capacity: 3500 Mts per day
/ Amul was set up in 1946 and its full form is Anand Milk- producers Union Ltd. / Managed by Gujarat Co- operative Milk Marketing Federation Ltd(GCMMF ) / Amul is the biggest brand in the pouched milk sector in the world/ In India it is the biggest food brand.
GCMMF bags APEDA AWARD for 11th year in a rowAmul Pro-Biotic Ice-cream Gets No. 1 Award At World Dairy SummitRamkrishna Bajaj National Quality Award-2003International CIO 100 Award For ResourcefulnessRajiv Gandhi National Quality Award – 1999
PSSD SCANNER EXTRA STUDIES PSSD SCANNER EXTRA STUDIES
“The taste of India” is what Amul claims to be, even trying to mirroring the main coloursand percentage distribution of the Indian Flag design.Under the packaging perspective a wide use of white colour and the light blue for the hugeamount of milk packs is understandable: it is directly linked to the material bonds and thepresentation requirements of a fresh and trustable product. The two warm colours - yellowand light orange, are meant to rapresent the Dawn and the events of life cycle.
