Amul Final

By group no 1 ANUSHA.P NILESH RATHI NEHA PAREEK K N R M K LOHIT ROHIT RAJIV JAJU ABIJITH KUMAR KALITA

Table of contents • Introduction • AMUL supply chain • Marketing mix • Product Differentiation • Brand value and brand equity • CBBE Model for AMUL • Conclusion

Introduction to AMUL A M U L

• Exists since 1946

• Managed by GCMMF

• India’s largest Food brand • World’s Largest Pouched milk brand

• Amul means “Priceless”

The Marketing Mix

Some famous ads

Product Differentiation  Amul never forgot its

“primary customer”  Product for youth  Product for diabetic

people

 Product for the health

conscious  Product for the price

sensitive India  Product for the urban

class

Frontal attack • Amul matches its opponents through product, advertisement, price and distributions • For example: Amul attacked Nestle

Case page no:- 116 1st para

Brand value and brand equity • Brand value – to provide remunerative return to farmers – the best quality product to the consumer at the best possible price

• Sources of brand equity – Strategy of umbrella branding has help to establish the brand firmly – Amul utterly buttery campaign is a longest running campaign – Taste of India tag line is in line with there positioning strategy

CBBE Model for AMUL 



Brand Salience  Amul – Butter  High Awareness level of the brand Brand Performance  Easily Available  Rich Taste & Aroma 



High nutritional value Brand Imagery 

Ethical







Family  Cheerful and fun loving Consumer Judgments  High quality, Superior & Credible Consumer Feelings  Emotional Attachment 



Patriotic sentiments Consumer Brand resonance 

Low involvement product – Yet Brand loyalty

WHY is AMUL SUCCESSFUL TODAY ? •

•

•

•

Maintain Quality & Low pricing strategy

Robust Channel& Vast Distribution Investment in IT infrastructure , Market strategies First Mover Advantage, So Everybody knows that AMUL is taste of INDIA

THANK YOU !!!