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A Project Report ON Brand Audit
A Project Report ON Brand Audit
A Project Report ON Brand Audit
ON
BRAND AUDIT
Brand:
AMUL
GCMMF:
Amul's product range includes milk powders, milk, butter, ghee, cheese,
curd, chocolate, ice cream, cream, shrikhand, paneer, gulab jamuns,
basundi, Nutramul brand and others. In January 2006, Amul plans to
launch India's first sports drink Stamina, which will be competing with
Coca Cola's Powerade and PepsiCo's Gatorade .
Amul is the largest food brand in India and world's Largest Pouched Milk
Brand with an annual turnover of US $1050 million (2006-07). Currently
Amul has 2.6 million producer members with milk collection average of
10.16 million litres per day. Besides India, Amul has entered overseas
markets such as Mauritius, UAE, USA, Bangladesh, Australia, China,
Singapore, Hong Kong and a few South African countries. Its bid to enter
Japanese market in 1994 had not succeeded, but now it has fresh plans of
flooding the Japanese markets .Other potential markets being considered
include Sri Lanka.
ACHIEVEMENT:
Amul : Asia‟s largest dairy co-operative was created way back in1946 to
make the milk producer self-reliant and conduct milk- business with pride.
Amul has always been the trend setter in bringing and adapting the most
modern technology to door steps to rural farmers.
Amul is the live example of how co-operation amongst the poor marginal
farmers can provide means for the socio-economic development of the
under privileged marginal farmers.
Amul in abroad:
Amul is going places. Literally. After having established its presence in
China, Mauritius and Hong Kong, Gujarat Cooperative Milk Marketing
Federation (GCMMF), India‟s largest milk cooperative, is waiting to flood
the Japanese market.
Then, GCMMF is also looking at Sri Lanka as one of its next export
destinations. Amul products are already available on shelves across several
countries, including the US, China, Australia, West Asian countries and
Africa.
Ownership
In the year 1946 the first milk union was established. This union was
started with 250 liters of milk per day. In the year 1955 AMUL was
established. In the year 1946 the union was known as KAIRA DISTRICT
CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the
brand name AMUL in 1955.
The brand name Amul means “AMULYA”. This word derived form 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, Amulspray, Amul Cheese, Amul Chocolates, Amul
Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a leading food brand in India. (The total sale is Rs. 6 billion in 2005).
Today Amul is a symbol of many things like of the high-quality products
sold at reasonable prices, of the genesis of a vast co-operative network, of
the triumph of indigenous technology, of the marketing savvy of a farmers'
organization. And have a proven model for dairy development (Generally
known as “ANAND PATTERN”).
In the early 40’s, the main sources of earning for the farmers of Kaira
district were farming and selling of milk. That time there was high demand
for milk in Bombay. The main supplier of the milk was Polson dairy
limited, which was a privately owned company and held monopoly over
the supply of milk at Bombay from the Kaira district. This system leads to
exploitation of poor and illiterates’ farmers by the private traders. The
traders used to beside the prices of milk and the farmers were forced to
accept it without uttering a single word.
These village societies would collect the milk themselves and would decide
the prices at which they can sell the milk. The district union was also form
to collect the milk from such village co-operative societies and to sell them.
It was also resolved that the Government should be asked to buy milk from
the union.
However, the govt. did not seem to help farmers by any means. It gave the
negative response by turning down the demand for the milk. To respond to
this action of govt., the farmers of Kaira district went on a milk strike. For
15 whole days not a single drop of milk was sold to the traders. As a result
the Bombay milk scheme was severely affected. The milk commissioner of
Bombay then visited Anand to assess the situation. Having seemed the
condition, he decided to fulfill the farmers demand.
Thus their cooperative unions were forced at the village and district level
to collect and sell milk on a cooperative basis, without the intervention of
Government. Mr. Verghese Kurien showed main interest in establishing
union who was supported by Shri Tribhuvandas Patel who lead the
farmers in forming the Co-operative unions at the village level. The Kaira
district milk producers union was thus established in ANAND and was
registered formally on 14th December 1946. Since farmers sold all the milk
in Anand through a co-operative union, it was commonly resolved to sell
the milk under the brand name AMUL.
2. The Logo:
5. 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.
6. The URL: www.amul.com
All these brand elements have built a reputation and a very high brand
equity for Amul.
Amul - Communication
Amul has been consistant over the communication campaign and brand
strategy. AMUL has positioned itself as " Taste of India " and have ensured
that their communication is in line with their positioning strategy
Amul was also facing the challenge of which advertising media to adopt
which should integrate with its objectives which were :
(ii) value proposition to a large customer base by providing milk and other
dairy products a low price
Amul has made the use of following media platforms till know :
The cooperative has been making extensive use of hoardings for promoting
its flagship brand ‘Amul Butter’ since 1966, and is all set to enter the
Guinness Book of World Records for the longest run promotion campaign.
The advertisements are in the outdoors category and are communicated
through hoardings at busy junctions in all major cities across India. Amul
had used outdoor advertising to a good effect with the middle class people
as their targets they were able to create an image for their brand in the
minds of consumer .
Amul Products can now be ordered online on the website of our importer
www.kanandairy.com
Amul.tv.com- It showcases short films and TV’s related to amul at this site
recipes of favorite Indian dishes are also given.
Strengths
Weaknesses
Erratic power supply: The erratic power supply would cause harm in
the processing of milk.
Opportunities
"Failure is never final, and success never ending”. Dr Kurien bears out this
statement perfectly. He entered the industry when there were only threats.
He met failure head-on, and now he clearly is an example of ‘never ending
success’! If dairy entrepreneurs are looking for opportunities in India, the
following areas must be tapped:
Threats
The study of this SWOT analysis shows that the ‘strengths’ and
‘opportunities’ far outweigh ‘weaknesses’ and ‘threats’. Strengths and
opportunities are fundamental and weaknesses and threats are transitory.
Any investment idea can do well only when you have three essential
ingredients: entrepreneurship (the ability to take risks), innovative
approach (in product lines and marketing) and values (of quality/ethics).
Branding Strategy
UMBRELLA BRANDING
Amul’s strategy of using “umbrella branding” has really paid off. Amul’s
advertising and marketing spend has never exceeded 1% of its revenues.
Most other food companies spend 6-7% of revenues on advertising and
marketing. They (GCMMF) are not big spenders compared to Britannia or
Nestle. Despite a limited budget, Amul’s creatives—in the form of
billboards or the Taste of India campaign—have always managed to evoke
a larger-than-life brand feel, consistency and spirit of Indian culture in a
contemporary way.
Marketing Mix
PRODUCT
Cheese
Gouda cheese
Cooking
Amul malaipaneer
Masti dahi
Desserts
Amul shrikhand
Amul chocolates
Amul lassi
Amul basundi
Health drink
Nutramul
Bread spread
Amul lite
Delicious table
Milk drinks
Amul koolthandai.
Powder milk
Fresh milk
Amul calciplus
PRICE
Survival.
100gm– Rs.18
Amul cheese:
200gm– Rs.55
Amul Ghee:
1Lit.– Rs.190
200ml– Rs.15
PROMOTION
The Amul ads are one of the longest running ads based on a theme,
now vying for the Guinness records
Billboard campaign
For the first one year the ads made statements of some kind
• Chef of the year- in this, the participants are required to use as many
Amul products as possible
• Amul Maharani of the year – in this, the participants are required to fill
up questionnaires and then there is a lucky draw.
Amul also gives away academic excellence awards for school children
every year. They are called Vidya Shree – for 10th std and Vidya Bhushan –
for 12th std students.
PLACE
Amul-Place
Channels
Coverage
Assortments
Locations
Inventory
Transport
Channel
Online (Internet):
Retailers:
Wholesalers:
Coverage
India:
International Markets:
Locations
The major markets are the US, WestIndies, countries in Africa, the
Gulfregion, Singapore, the Philippines, Thailand, Japan and China. Some
Amul Parlours in the country run by the company or its wholesale dealers:
Delhi Metro Rail Corporation
Ahmedabad Airport
Inventory
47 depots with dry and cold ware houses of entire range of products.
Transport cans
Assortment
Amul’s dominance: Products like cheese, butter, liquid milk and yogurt
sectors
Amul’s success today is partly because of its strong supply chain design.
Below is the schematic diagram of Amul’s supply chain.
With products being highly perishable, the supply chain ought to have to
maintain correct temperature, humidity etc and the chain should move
fast. To reach out its consumers more directly and let them the total brand
experience, Amul has come up with Amul parlours. These are called
“Utterly delicious parlours”. They have come up in major cities like
Ahmadabad, Bangalore, Baroda, Delhi, Mumbai, Hyderabad and Surat
already, and many more starting up real soon. Till date there are about 400
Amul parlours across the country. These parlours are set at prominent
locations such as campuses of Infosys, Wipro, IIM-A, IIT-B, temples,
Metros etc.