S.R.

Sushmitha
MFM/17/941
0ctober 3 2018

critical analysis of brand elements

AMUL

1
• Introduction :
• AMUL formed in 1946 is a dairy cooperative based in Anand ,Gujarat
• Establishment of Amul marked as an epoch in white
revolution

• Largest food brand in India and world’s largest pouched milk

brand

• Product portfolio : Bread spreads,milk drinks,fresh

milk,power milk,cheese and desserts

• Market leader in ghee and butter with 85% market share

• Symbol of high quality products at reasonable prices,of

availability, of service

• Brand name of 2 million farmers,members of 10,000 village

dairy cooperative societies throughout Gujarat

• Recognisable mascot “Amul girl” and tag line “utterly

butterly delicious Amul!”

• Amul advertising and marketing expenses has never

exceeded 1% of its revenues

• Buttressing strengths : Distribution and value-for-money

seem to be major strength on which the brand’s popularity
rests

2
 Brand elements

The Brand Name : “Amul” is acronym of Anand Milk union limited, comes from the Sanskrit word
“Amoolya” , meaning precious or priceless. It was suggested by quality control expert in Anand.

The Logo:

The Tag line /slogan : “The tase of India “

The jingle : utterly, Butterly,delicious.......Amul

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

The URL : www.amul.com

 Brand Image

Brand image

Utterly,Butterly,delicious
 Brand Recognition

100% of customers are able to identify Amul mascot because of

their integrated marketing communication

Brand recalling

Points of parity

1.yellow packing

2.lot sizes

3.price

 Points of difference

1.print ads : satire comments on recent happenings

2.Quality : purity of the product

3.Nation-wide presence

4.Recent marketing campaign: Asli taste, Asli butter

Brand positioning

• Positioned itself as “TASTE OF INDIA” consistent

communication campaign and brand strategy for the past
60 years
 Brand personality

Cheerful
Traditional Culture oriented

Reliable
Family oriented

Amul

Fun loving
Healthy

Youthful
 Brand equity

Keller consumer based brand equity pyramid

Brand prism
Communication strategy
• The big idea of Amul centres around two themes - the core idea based on concept of delicious
taste and consequentially a new idea that focuses on having taste of every day life across all its
campaigns

• It basically brings out the “ ability to laugh at yourself ” and at problems around you

• Amul tries to view common situations with a different perspective,a humorous outlook on all
controversial issues of a common man’s life and as such it connects to the public through its
mascot - The Amul utterly Butterly girl

• The Amul girl was born as rival to polson butter girl

The big idea of Amul

• The utterly Butterly campaign involving the Amul girl started way back in 1967

• Since then it has been longest running ad campaign

• The slogan has always been utterly Butterly delicious

• The biggest success of campaign lies in the fact that no particular time or period could have
frozen this character. It doesn’t belong to an era. It has moved along with time reacting to new
events through time

• The magic of idea lies in humour that anybody would enjoy. The Amul ads does not pander to
one’s nationality or certain Sentiments. It is pure and simple , everyday fun

Amul and second life

• Amul has setup its virtual production capacity in second life

• Amul has brought eight islands,equal to 160 acres of virtual land,in second life to setup a
simulation of its production and distribution facilities

• The objective behind launching a virtual setup is to demonstrate its functioning to consumers
and experiment with any change in production or distribution system virtually before executing it
in real world

Leveraging secondary associations

1.managed by apex cooperative organisation GCMMF

• Brand name of 2 million farmers, members of 10,000 village dairy cooperative societies
throughout Gujarat

• GCMMF ensures that product mix and new product introduction is consistent with core
philosophy of providing milk at a basic affordable price

2. Distribution channels- soul of Amul saga

• Collects 447000 litres of milk everyday from 2.12 million farmers

• Delivers goods worth of 6 crores to 5 lakh retail outlets across country

• Aim to transform lives in rural India and contribute to development of society

3.Mascot

• Chubby butter girl dressed in polka dotted dress

• A ‘pun’ loving star - with her bold tongue -in cheek tropicals made way directly into hearts of
millions

• Found her way directly into Guinness book of world records for the longest running campaign
ever

• Playing the role of social observer,it’s weekly comments have tickled India’s funny bone since
1967

4.Associated itself with high TRP shows like

• Surabhi (1990’s Doordarshan)

• Star voice of India

• Master chef India

• Proud sponsor of Indian Olympic team for the year 2012.

5. Conducts various contests

• Chef of the year

• Amul maharani of the year

• Amul food festival contest

• Slogan likho, Disney land Dekho contest

• Amul fly to Bangkok contest