Brand Audit of Amul

Amul The Taste of India

Presented by:
Ayan Halder-10202136 Samikshya Panda-10202147 Sushmita Paul-10202180 Tanujit Saha-10202182 Joydeep Chakraborty-10202184

History of Amul

Amul (Anand Milk Union Limited), formed in 1946, is a dairy cooperative movement & it is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF). AMUL is based in Anand, Gujarat and has been a sterling example of a co-operative organization's success in the long term. The Amul Pattern has established itself as a uniquely appropriate model for rural development. Amul has spurred the White Revolution of India. It is also the world's biggest vegetarian cheese brand.

Reasons for Success

Low Cost Strategy Products are affordable and attractive to consumers by guaranteeing them value for money. Diverse Product Mix Robust Supply Chain & Strong Distribution Network The vast and complex supply chain Hierarchical network of cooperatives Stretches from small suppliers to large fragmented markets Products are available in over 500,000 retail outlets across India through its network of over 3,500 distributors. Technology and e-initiatives New products process technology Complementary assets to enhance milk production E-commerce.

Facts
Members: No. of Producer Members: No. of Village Societies: Total Milk handling capacity: Milk collection (Total - 2008-09): 13 district cooperative milk producers' Union 2.79 million 13,328 11.22 million liters per day 3.05 billion liters

Milk collection (Daily Average 200809):

Milk Drying Capacity: Cattle feed manufacturing Capacity:

8.4 million liters

626 Mts. per day 3500 Mts. per day

SWOT Analysis
Strengths Largest dairy brand in India High Quality, Low Price World's Largest Pouched Milk Brand Highly Diverse Product Mix Robust Distribution Network Weaknesses Risks of highly complex supply chain system Strong dependency on weak infrastructure Alliance with third parties who do not belong to the organized sector

Opportunities Penetrate international markets Diversify product portfolio to enter new product categories and expand existing categories like processed foods, chocolates etc

Threats Competitors Mother Dairy, Nestle and local brands. Still competition from MNCs in butter Growing price of milk and milk products. Ban on export of milk powder.

PEST ANALYSIS
POLITICAL Amul products are subject to various laws Land acquisition Farmers found viability squeezed out of the dairy business. ECONOMICAL Visible and rapid growth in demand for milk and dairy products Dairying has become an important secondary source of income Availability of labor Milk and milk products form a major component of our food

SOCIAL Farmers are finding it more profitable Land available for cultivation Taken several measures to ensure increase in productivity per animal. Veterinary care, cross-breeding, artificial insemination and other productivity enhancement measures.

TECHNOLOGICAL Launched Amul Probiotic under Amul Flaavyo. 1000 new Amul Parlours have been added, taking the total strength to 6000. Introduction of cans and pouches. Strong brand equity of Amul in global market with turnover of Rs. 98 Crores.

Market Segmentation & Category of products

Segmentation
Kids Milk Powder
Women Cheese

Category
Butter, Ghee

Youth
Calorie Conscious

Ice-cream Sweets Chocolate Drink

Health Conscious

Chocolate
Calci +

Advertisements
AMUL is well known for its innovative hoardings.

Amul BCG Matrix

High

Dairy Products

Amul Ice-cream

Business Growth rate

Amul Cheese
Amul Butter Amul Chocolate

Low

Amul Chocolate drink High Relative Market Share Low

Objective of the study

To measure Brand Awareness of Amul. To find Brand Image and Brand Equity of Amul.

Sampling Techniques: Random sampling techniques has been used.

Sample Size: The sample size is 93 respondents, out of which few are college students and few are professionals.

Brand Awareness
Brand Recall
DAIRY PRODUCTS

Amul
CHOCOLATES ICE CREAM SWEETS

OTHERS 13% OMFED 19%

11%

17% AMUL 55%

53%

MOTHER DAIRY 13%

19%

Brand Personality
SINCERITY RUGGEDNESS (NA)

EXCITEMENT (TASTE)

COMPETENCY (AFFORDABILITY)

SOPHISTICATION (HEALTH)

Factor Analysis
Total Variance Explained
Componen t Initial Eigenvalues % of Variance 41.435 19.012 12.489 9.473 9.137 3.861 2.964 1.629 Extraction Sums of Rotation Sums of Squared Squared Loadings Loadings % of % of Cumula Varianc Cumula Varianc tive % Total e tive % Total e Cumulative % 41.435 3.315 41.435 41.435 3.314 41.428 41.428 60.448 1.521 19.012 60.448 1.522 19.020 60.448 72.936 82.409 91.546 95.407 98.371 100.000

Total 1 2 3 4 5 6 7 8 3.315 1.521 0.999 0.758 0.731 0.309 0.237 0.130

Factor Analysis
Rotated Component Matrix(a) Component 1 Affordable Promotion Uptodate Sincerity Taste Healthy Availability Charming -0.010 -0.025 0.010 0.927 0.936 0.883 0.875 -0.177 2 0.697 COMPETITIVE 0.716 0.699 -0.066 -0.019 0.127 0.043 SINCERITY & EXCITEMENT 0.111

Brand Equity
Factors Leadership Stability Geography Market Trend Sub factor Awareness Loyalty Consumption Reliability Price Percentage Weightage Score 70 60 52 60 52 25 15 15 5 20 Score 17.5 9 7.8 3 10.4

Protection Support
Brand Strenght Score P/E Multiple Brand Equity

Trademark & Disputes Promotion

50 49 Total

5 15 100

2.5 7.35 57.55

0.576 NA NA NA

BRAND PRISM OF AMUL

Health Conscious , Indian

Taste , Quality

Dairy Product

Co-operative

Value

Simplicity, Pure Indian

Conclusion
Amul is bigger than any other dairy brands in India. People are quite aware of the brand and it has created nationwide appearance successfully. Though it is struggling to fight local competition.

What more can Amul do?

Amul can venture out on new products like Toned milk, Condensed milk that can be used for sweets, Baby food products. There are certain product like Amul basundi, gulab jamoon, chocolates etc which are not as popular as Amul ice cream. Amul must try to understand the cause of this through thorough market research and work on improving these products. Though Amuls hoardings are a huge success, it can penetrate even better in the rural areas by advertising through the media viz cable channels and newspapers. Sponsoring shows in TV, sports events can be of great help. Amul can get advantage of raising public fund by going for an IPO.

Thank You !!