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Brand Audit of Amul
Brand Audit of Amul
Presented by:
Ayan Halder-10202136 Samikshya Panda-10202147 Sushmita Paul-10202180 Tanujit Saha-10202182 Joydeep Chakraborty-10202184
History of Amul
Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement & it is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India. It is also the world's biggest vegetarian cheese brand.
Facts
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2008-09): 13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million liters per day 3.05 billion liters
SWOT Analysis
Strengths Largest dairy brand in India High Quality, Low Price World's Largest Pouched Milk Brand Highly Diverse Product Mix Robust Distribution Network Weaknesses Risks of highly complex supply chain system Strong dependency on weak infrastructure Alliance with third parties who do not belong to the organized sector
Opportunities Penetrate international markets Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc
Threats Competitors Mother Dairy, Nestle and local brands. Still competition from MNCs in butter Growing price of milk and milk products. Ban on export of milk powder.
PEST ANALYSIS
POLITICAL Amul products are subject to various laws Land acquisition Farmers found viability squeezed out of the dairy business. ECONOMICAL Visible and rapid growth in demand for milk and dairy products Dairying has become an important secondary source of income Availability of labor Milk and milk products form a major component of our food
SOCIAL Farmers are finding it more profitable Land available for cultivation Taken several measures to ensure increase in productivity per animal. Veterinary care, cross-breeding, artificial insemination and other productivity enhancement measures.
TECHNOLOGICAL Launched Amul Probiotic under Amul Flaavyo. 1000 new Amul Parlours have been added, taking the total strength to 6000. Introduction of cans and pouches. Strong brand equity of Amul in global market with turnover of Rs. 98 Crores.
Category
Butter, Ghee
Youth
Calorie Conscious
Health Conscious
Chocolate
Calci +
Advertisements
AMUL is well known for its innovative hoardings.
High
Dairy Products
Amul Ice-cream
Low
Brand Awareness
Brand Recall
DAIRY PRODUCTS
Amul
CHOCOLATES ICE CREAM SWEETS
11%
19%
Brand Personality
SINCERITY RUGGEDNESS (NA)
EXCITEMENT (TASTE)
COMPETENCY (AFFORDABILITY)
SOPHISTICATION (HEALTH)
Factor Analysis
Total Variance Explained
Componen t Initial Eigenvalues % of Variance 41.435 19.012 12.489 9.473 9.137 3.861 2.964 1.629 Extraction Sums of Rotation Sums of Squared Squared Loadings Loadings % of % of Cumula Varianc Cumula Varianc tive % Total e tive % Total e Cumulative % 41.435 3.315 41.435 41.435 3.314 41.428 41.428 60.448 1.521 19.012 60.448 1.522 19.020 60.448 72.936 82.409 91.546 95.407 98.371 100.000
Factor Analysis
Rotated Component Matrix(a) Component 1 Affordable Promotion Uptodate Sincerity Taste Healthy Availability Charming -0.010 -0.025 0.010 0.927 0.936 0.883 0.875 -0.177 2 0.697 COMPETITIVE 0.716 0.699 -0.066 -0.019 0.127 0.043 SINCERITY & EXCITEMENT 0.111
Brand Equity
Factors Leadership Stability Geography Market Trend Sub factor Awareness Loyalty Consumption Reliability Price Percentage Weightage Score 70 60 52 60 52 25 15 15 5 20 Score 17.5 9 7.8 3 10.4
Protection Support
Brand Strenght Score P/E Multiple Brand Equity
50 49 Total
5 15 100
0.576 NA NA NA
Taste , Quality
Dairy Product
Co-operative
Value
Conclusion
Amul is bigger than any other dairy brands in India. People are quite aware of the brand and it has created nationwide appearance successfully. Though it is struggling to fight local competition.
Thank You !!