5. “In today’s brand strategies, the word ‘anticipation’ becomes more
important than ‘prediction’. We no longer havethe luxury of being
reactive, we need to address not only the definite needs of
consumers, but the unclear needs as well.” But when it comes to our
basic needs ,consumer wants to believe on a single brand if it provides
them full value of their money. Such a brand which provides its
customers a feeling of full satisfaction is AMUL. The brand name Amul
means “AMULYA”. This word derived from the Sanskrit word
“AMULYA” which means “PRICELESS”. A quality control expert in
Anand had suggested the brand name “AMUL”.
Amul products have been in use in millions of homes since 1946. Amul
Butter, Amul Milk Powder, Amul Ghee, Amul spray, Amul Cheese,
Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul
Milk and Amulya have made Amul a leading food brand in India.
The Milk Cooperative companyAMUL is the sole indian brand & the
most popular brand in FCG sector. Also , AMUL is ranked No.1 dairy
brand not just in India but across the Asia Pacific regions & competing
with global brands like Dutch , Dumex , Anchor etc . It was listed
4thIndia brands for 2009 & 2010 as well.
FOUNDER OF AMUL DAIRY
12. SWOT ANALYSIS
STRENGTH :
1. High brand equity and top of the mind brand
2. Strong network of over 3 million milk
producers
3. World’ largest manufacturer of pouched milk
4. India’s largest food brand, trusted for its
quality
WEAKNESS :
1. Low market share in chocolates segment
2.Strong competition from international &
domestic players in the ice cream segment
means limited market share
in rural markets
3. Rise in purchasing power of Indian people
13. OPPORTUNITIES :
1.Introduce new products in the chocolate
segment
2.To tap the untapped market, increase its reach
in rural markets
3. Rise in purchasing power of Indian people
THREATS :
1. Strong competition from international
players
2. Economic slowdown and inflation
14.
15. The Ultimate Strategy
The moppet who put Amul on India's breakfast table
50 years after it was first launched, Amul's sale figures have jumped
from 1000 tonnes a year in 1966 to over 25,000 tonnes a year in 1997.
No other brand comes even close to It. All because a thumb-sized girl
climbed on to the hoardings and put a spell on the masses.
The Amul girl was the brainchild of SylvesterdaCunha, the managing
director of the advertising agency AS. The ads were designed as a
series of hoardings with designs relating to day-to-day issues. The
brand recall for the Amul girl is phenomenal across India today. And
the biggest reason for this is the topical nature of the ads.The Amul
ads have witty one-liners which capture relevant events that have
caught the fancy of the nation.
17. Understanding level of competition
Level Of
Competition
Butter Ice- creams Milk Chocolates
Product
form
Mother Dairy,Vita
Dairy,Home- made
butter
KwalityWalls,
Mother Dairy, Cream
Bell
Mother Dairy,Vita
Dairy,KwalityDairy
Nestle,Cadbury,Lotte
Product
category
Nutralite,Le-Bon,
Britannia,Nestle,
Kissan
BaskinRobbin,
Gyanis,Nirulas,
Haagen-Dazs, Coco –
Berry
Nestle,Britannia
(condensedmilk,
flavouredmilk&
Powderedmilk)
Hershey,Mars,Ferrero
Generic FritoLay, HUL
FritoLay, Britannia
Nestlé,HUL
Bisleri,Coke,Pepsi,
Kingfisher,Nescafe
FritoLay, Britannia,Nestlé
HUL
Budget
Chocolates,Fast
food,Ice-creams,
VideoRentals
Beverages,Fastfood,
Chocolates,Video
Rentals
Britannia,Video
Rentals,Ice creams,
Fast food
Beverages,Fastfood,
Ice-cream
18. Defence Strateg
Moving consumers to loose milk to packaged milk and gradually move
them up the value chain ( tetra pack to beverages )
Being exposed to a brand , it is natural for a customer to use more
products.
Successful Brand Strategy
1. Product Positioning Strategy
• India’s first Pro –biotic Wellness
Icecream & sugar free delights for
diabetics.
• Amul launches “ Fresh Paneer “
free from harmfulchemicals.
• Low priced Amul Icecreams
made Kwality Wall ‘s life hell.
19. Young Nation – have to meet the ever-increasing nutritional needs
of the new & old generations
Segmentation is not so easy because of mixed audience & various
culinary application of Amul products.
Nevertheless, segmentation can be done as follows:
a) Customer based:
Kids – Amul Kool, Chocolates, Nutramul
Women – Amul Cacli+
Youth – Milk shakes, Café, Cheese, Desserts
Calorie conscious – Amul Lite, Trim milk, Amul Shakti
b) Industry based:
Milk – Ice cream manufacturers, Restaurants, Coffee
shops
Butter/Ghee/Cheese – Bakery, Snacks retailers, Pizza
joints
Targeting – Concentrating equally on end-users as well as the
third parties involved in supply chains. Amul has particularly
identified “youth” as one of its potential segments. Working
towards this aspect, it has come up with Amul parlours in cities.
22. Brand Elements (Contd..)
The Brand Name: "Amul," is the acronym of Anand Milk
Union Limited, comes from the Sanskrit "Amoolya,"
meaning Precious/Priceless. It was suggested by a quality
control expert in Anand.
The Logo:
The Tagline/Slogan:“The taste of India”
The Jingle: Utterly, butterly, delicious… Amul
The Character/Mascot:The Amul moppet has been the
mascot of Amul since 1967, sporting a young girl in red
polka dot frock with ‘Utterly butterly delicious’jingle.
The URL: www.amul.com
23. Other Promotional Strategies
Amul STAR Voice of India
Amul Master Chef India
Amulya Surabhi
Amul Maharani Bano Contest
Amul Chote Ustaad
Amul Music Ka Maha Muqabla
Amul Food Maha Challenge.
is a Casual Dining Restaurant in a
pleasant ambience which offersscrumptious delicacies in
pizzas, burgers , sandwiches, sundaes etc.
24. The big Idea of Amul
The Utterly Butterly campaign involvingthe
Amul girl started way back in 1967.
Since then, it has been the longest running Ad
campaign - Now preparing to enter into the
Guinness book of world record for its long race.
The slogan has always been 'Utterly Butterly
Delicious'.
The biggest success of the campaign lies in the fact
that no particular time or period could have
frozen this character. It does not belong to an era.
It has moved along with time reacting to the new
events through time.
The magic of the idea lies in the humor that
anybody would enjoy. The Amul ads don't pander
to one’s nationality or certain sentiments. It is
pure and simple, everyday fun.
26. Amul & Second life
Amul has set up its virtual production facility in
Second Life.
Amul has bought eight islands, equal to 160 acres of
virtual land, in Second Life to set up a simulation of
its production and distribution facility.
The objective behind launching a virtual setup is to
demonstrate its functioning to the consumers, and
experiment with any change in the production or
distribution system virtually before executing it in
the real world.
28. Brand/Category Extension
Launch of new products like:
Amul PRO – Malt based food
Amul Flaavyo Frozen Dessert
Nutramul – Malt based drink
Amul Prolife – Probiotic Dahi
Amul Flaavyo yogurt – Probiotic yogurt
Amul Stamina – Energy Drink
Localised products like:
Amul Shrikhand,
Amul Lassi
Amul Basundi
29. Channel Extension
To reach out its consumers more directly and let them
have the total brand experience, Amul has come up with
an extensive network of 6000 outlets in the following
format:
Amul Preferred Outlets
Amul Ice-cream Parlour
Amul RailwayStalls
Amul Kiosks in Food courts/ Cinemas
Café Amul
Amul cyber store
Ice-cream cyber store
30. What more can Amul do?
Can introduce Proteins Shakes – going
ahead with their strategy to meet needs of
emerging market segments
Can introduce Bread – will complement rest
of the products in the portfolio. Will try to
increase the usage occasions of Amul
products.
Can come up with sugar free chocolates and
mithai range.
Can introduce its own range of milk cookies
and biscuits.
