Indian Institute of Management, Raipur

Sincerity Down to earth, honest, wholesome, cheerful

Excitement Daring, spirited, imaginative, up-to-date

Competence Reliable, intelligent, successful

Brand
Personality

Sophistication Upper-class, charming

Ruggedness Outdoorsy, tough

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 EXTENDED

Pride Available
Personality:
Simple, Indian
CORE
Variety Food Physique: Culture:
Value Taste Taste, Quality Co-operative,
Sharing

Indian Relationship: Self-image:

Quality BRAND Socialite Prud India,
ESSENCE Fun loving
Reflection:
MILK Value
Oriented

AMUL’s Aaker Model Brand Personality

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INDIAN INSTITUTE OF MANAGEMENT, RAIPUR
 Other Stimuli

Marketing Stimuli Economic – Urban middle class,

Differential pricing – urban
Product – Main product is butter. and rural areas.
Milk, Cheese, Ghee,
ice creams Social - Perception – Amul’s price is the
Price – Value added products(butter, ghee) - Lesser than industry benchmark, value for money
international brands,
Political – Apolitical – hence people trust the
Pure Milk – Slight premium compared to local dairies brand more than others
(Higher Transportation costs)
Technological – Increased yield of farmers cattle
Promotion – Umbrella Marketing (to reduce costs) Mobile vet services, plant to mfg.
Consistent promotion, cattle feed
Recent happenings,
Culturally focused,
Connect with families

Place - National brand presence (Amul parlors),

Procurement- Gujarat, West Bengal,
Maharashtra,Rajasthan

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 Buying decision process

5 Stage Model:

1. Problem recognition – Need for fresh milk products at a cheaper price.

2. Information search – Billboards (at high traffic areas) and TV ads for Amul, word of mouth
3. Evaluation of alternatives – Quality of competitors not the best, Pricing high
4. Purchase decision – Amul perceived as a national brand
5. Post purchase behavior – High satisfaction level of customers

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 Amul advertisements:

Selective Distortion:

• Umbrella Marketing – Focus not on any particular

• product
• No specific branding of individual products

Selective Attention:
• Consistent advertisement
• Brand icon – Young girl
• ‘Utterl Butterly delicious’, ‘Taste of India’ – Connects with the general mass
• Cultural connect
• Connect with Youth – Endorsements for Formula One, Olympics, World Cup
• Positive Image – Amul –branded prizes for academic excellence

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