Amul:Brand Audit
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This is presentation being presented by Shivi Aggarwal, Ankita Maheshwari, Harsh Sanchay Grover and Madhusudan Partani Students of FORE School of Management ( FMG-18). It attempts to measure Brand Equity of AMUL- Taste of India.
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Amul:Brand Audit
- 1. Brand Audit
- 2. Primary Research Brand Recall Brand Image 100 Respondents Brand Preference Brand Opportunities Brand Loyalty Brand Personality
- 3. Demographics of the Respondents
- 5. 1946 1957 Kaira Cooperative AMUL
- 6. PRODUCT MIX
- 13. MATCH AMUL Eat Healthy, Think Better MOTHER DAIRY Utterly Butterly Delicious BRITANNIA Healthier than Butter NUTRALITE The Creamier, Tastier Butter
- 14. Competition
- 18. Lot Sizes
- 20. Quality: Purity of the Product
- 24. Market Leader
- 25. USP- taste
- 26. Outdoor Media
- 27. Broadcast Media
- 28. Internet
- 30. High quality
- 32. Network of 3500 Distributors
- 35. Broadcast Media: Television
- 36. Print Media : Newspapers, General Interest Magazines
- 37. Internet : Independent websites ,Portals
- 38. BRAND IMAGE MATCH AMUL MOTHER DAIRY BRITANNIA
- 39. BRAND Loyalty
- 40. Cheerful Culture Oriented Reliable Traditional MENTAL MAP Family Oriented Healthy Fun Loving Youthful
- 42. Cheerful Culture Oriented Reliable Traditional BRAND MANTRA Family Oriented Healthy Fun Loving Youthful
- 43. Simple, Indian, Taste, Quality Physique Personality Gregarious, Friendly Co-Operative, Sharing Brand Prism Relationship Culture Value oriented Fun Loving, Proud Indian Self Image Reflection
- 44. Brand Resonance Taste Aroma Nutritional Value Availability Price Loyal set of customers Sense of attachment Consumer Judgement Consumer Feelings Good Cheerful, fun loving Values and Ethics Amul : Delivering great quality products since many years Awareness level is very high Brand Recall is 100% Butter = Amul Emotional connect : High Bond with the motherland Brand Imagery Brand Performance Brand Salience
- 45. Recommendations
- 46. THANK You Presented By: Ankita Maheshwari 91007 H. Sanchay Grover 91021 MadhusudanPartani 91029 RajatRathore 91042 ShiviAggrawal 91051
Editor's Notes
- For the brand audit, a primary research was conducted to evaluate the various aspects of a brand like brand recall, image, preference etc. To this we had 100 respondents.
- Lets come to the history of the brand that made a transition to its success.
- In 1946, a company was set up named Kaira Cooperatives… Then in 1957, it was renamed “AMUL”
- The product mix of Amul is.
- Amul –the taste of indiaAd
- Next, You’ll witness some of the advertisements of one of the product lines of Amul.
- Any guesses which product line are we talking about??
- When asked which brand comes to their mind for butter?? All replied as expected “AMUL”.
- It can be seen that every one was able to identify the tagline for AMUL and not others… So brand awareness about the Product is the highest.
- These are the market players of the dairy products industry.. Of these, Amul scores high in market share for its butter with 86% market to itself.
- Pie charts showing comparison of Amul against its competitors on parameters like availability, quality, taste, packaging, price, and nutrition value.
- Pie charts showing comparison of Amul against its competitors on parameters like availability, quality, taste, packaging, price, and nutrition value.
- 1st -> Menu butter2nd -> park butter3rd -> utterlybutterly4th -> amul children
- To prove that Amul scores high on brand image, we wud like you to participate in the quiz that comes up next.. It can be inferred that every one was able to recognize the mascot of Amul Butter than other brands.