MANAGING BRAND OVER A TIME FOR A PARTICULAR PRODUCT

Rajat Sarkar Sonam Nagaich

Amul Butter

AMUL- Anand Milk Union Limited formed in 1946 is a dairy co-operative movement. Is based in Anand, Gujarat & has been a sterling example of a co-operative organizations success in the long term. Amul has spurred the white revolution of India. The turn over of Amul in 2007-08 was Rs.52.55 billion.

History of the company

Amul was established in 1955, in the year 1946 the union was known as Kaira district cooperative milk producers union. This union selected the name Amul. The word Amul is derived from a Sanskrit word AMULYA which means priceless. Amul has more than 150 chilling centers in various villages.

Different products handled by Amul

Amul Butter Amul Lite

Brand Personality

Market analysis & type of industry

Market share of Amul butter is around 86% Market presence available in over 500,000 retail outlets across India. Amul butter is made from- butter, common salt, permitted natural color (annatto) Amul comes under FMCG sector.

Product Analysis
Product Specification- Meets AGMARK standards and BIS specifications. No.IS:13690:1992. Product personality- It is a unisex product. USP- is its taste. Amul butter is made from fresh cream by modern continuous butter making machines.(purely vegetarian)

Strategic decisions taken to build the brand

1. Technology 2. Pricing 3. Quality 4. Product Portfolio 5. Distribution Network

Strategic decisions taken to build the brand

Consistency, This helped AMUL BUTTER to create its brand image in the household sector of the society.

Reason behind success of Amuls Branding

core valuesgive the best quality product to the consumer, and the best possible price. DaCunha and FCB Ulka, -have played a pivotal role in the growth of Amul. Umbrella Branding Amul only spends than 1% of turnover for marketing,

Brand Positioning

Life begins at 60. Amul synonymous for all things dairy. It focuses on India's largest consumer segment, a.k.a. middle class society, Amul is the oldest and the most established dairy brand in the country, with its first product, Amul butter, being marketed since 1946

Brand Positioning
Emotional Component: Through the campaigns like Gift for someone you loved and Taste of India Functional attributes: Unique functional attributes of Amul are: o Value for money The best quality diary product at the reasonable price o Product Availability Amul has huge supply chain and distribution networks across India and has strong link back to the sourcing farmers. Descriptive Factor Amul has become a family brand and it relates to its homely image. .

Brand Positioning

Brand Consistency: Amul runs the Topical campaign for last 4 decades. It is one of the longest running advertisements in the world Target Market and segment: Amul has positioned variety of products for different market segments

Brand Positioning

Point of Differences (POD): Quality with affordability Amul is a Mass market player with no premium offering Sheer size and scale of operations Value additions to the customer

Role of advertising

It all began in 1966 when Sylvester daCunha, then the managing director of the advertising agency, ASP, clinched the account for Amul butter. The Chef Of India promo invites hotel chefs to come up with recipes using as many Amul products as possible, and is conducted at city, state and national level account preferred to stick to routine, corporate ads.

 Amul butter is in its Maturity stage , as it is the most profitable stage and definitely Amul butter is making huge profits as it dominates the market with an overall share of 86%. The sale is definitely increasing but at a slower pace, has a very strong Brand awareness and advertising expenditure thus reduced.

Product life cycle stage

Competitors
Amul-plans to protect near dominance in low margin market with price. Britannia- focusing on just top 30 cities

Nestle- an outsourced product to complete dairy range.

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