Amul Final

MILK TURNS TO GOLD

By group no 1

ANUSHA.PNILESH RATHINEHA PAREEK

K N R M K LOHITROHIT RAJIV JAJU

ABIJITH KUMAR KALITA

Table of contents Table of contents

• Introduction Introduction

• AMUL supply chainAMUL supply chain

• Marketing mix Marketing mix

• Product DifferentiationProduct Differentiation

• Brand value and brand equityBrand value and brand equity

• CBBE Model for AMULCBBE Model for AMUL

• Conclusion Conclusion

Introduction to Introduction to AMULAMUL

The Marketing MixThe Marketing Mix

Some famous ads Some famous ads

Product DifferentiationProduct 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 attackFrontal 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 Brand value and brand equityequity

• 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 AMULCBBE 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 WHY is AMUL SUCCESSFUL TODAYSUCCESSFUL TODAY ??

• Maintain Quality & Low pricing strategy

• Robust & Vast Distribution Channel

• Investment in IT infrastructure , Market strategies

• First Mover Advantage, So Everybody knows that AMUL is taste of INDIAAMUL is taste of INDIA

THANK YOU !!!