SBM Project
BRAND NAME- AMUL
SUBMITTED BY- ANMOL (A50001923014)
SUBMITTED TO- Dr. SUPRITI AGGARWAL
OVERVIEW OF AMUL
Amul is an acronym (Anand Milk Union Limited) of the
Indian Multinational cooperative society named Gujarat Milk
Marketing Federation based in Anand, Gujarat. It is under
the ownership of Gujarat Cooperative Milk Marketing
Federation Limited, Department of Cooperation, Government of
Gujarat. It is controlled by 3.6 million milk producers.
Here's an overview of AMUL as a brand:
 Product Range: While butter and milk are their staples,
Amul offers a vast range of dairy products like cheese,
yogurt, and ice cream. They've also broadened their
horizon with chocolates, confectionery, and other food
products.
 Cooperative Roots: Unlike most major dairy brands,
Amul isn't a single, for-profit company. It's a cooperative,
owned and controlled by the very milk producers who
supply the milk. This focus on farmer well-being sets them
apart.
 Strong Marketing & Advertising: Amul's marketing
campaigns featuring the "Utterly Butterly Delicious" Amul
girl are iconic in India. They've cleverly used topical
events and social commentary to stay relevant and build a
strong brand identity.
 Household Name: Amul is a trusted brand in India,
synonymous with quality and affordability. Their extensive
distribution network ensures their products reach every
corner of the country.
 Social Responsibility: Amul empowers millions of milk
producers, especially in rural areas, through their
cooperative structure. They also actively promote milk
consumption and healthy living habits.
SWOT OF AMUL
Strenght:
 Strong Brand Recognition: Amul is a household name
in India, synonymous with trust and quality dairy
products.
 Diverse Product Portfolio: Amul offers a wide range of
dairy products catering to different consumer preferences,
along with forays into chocolates and other food products.
 Extensive Distribution Network: Amul has a robust
network reaching even remote areas in India, making their
products easily accessible to consumers.
 Cost-Effective Pricing: Amul balances quality with
affordability, allowing them to capture a significant market
share.
 Innovative Marketing: Amul's "Utterly Butterly
Delicious" ad campaigns are iconic and known for their
social commentary, keeping the brand relevant and
relatable.
Weakness:
 High Operational Costs: Maintaining a vast distribution
network and large processing facilities can lead to high
operational costs for Amul.
 Limited Success in New Products: While Amul excels in
dairy, some product diversification attempts haven't
always been as successful.
 Dependence on Raw Milk Supply: Any disruptions in
milk procurement from farmers can significantly impact
Amul's production.
Opportunities:
 International Expansion: Amul has the potential to
leverage its brand image and expertise for further
international expansion.
 Product Innovation: Developing new and innovative
dairy products or exploring plant-based alternatives can
cater to evolving consumer preferences.
 E-commerce Growth: Expanding their presence in the ecommerce space can tap into the growing online grocery
market.
Threats:
 Intense Competition: The Indian dairy market is
becoming increasingly competitive, with both domestic
and international players vying for market share.
 Rising Input Costs: Fluctuations in milk prices and the
cost of other raw materials can squeeze Amul's margins.
 Growing Trend of Veganism: The growing awareness of
plant-based diets could pose a challenge to Amul's core
dairy business.
 Regulatory Hurdles: Changes in government regulations
or quality standards can impact Amul's operations.
BRAND EQUITY OF AMUL
Amul has also secured the seventh spot on the list of the world’s
most valuable dairy brands, with an impressive valuation of $3
billion.
Amul is the largest FMCG brand in India with annual sales
turnover of Rs 72,000 crores (US $ 9 billion) and an outstanding
example of the power of the farmer’s cooperative movement.
Amul boasts very strong brand equity, which essentially refers
to the value and positive perception it holds among consumers.
Here's a breakdown of what contributes to Amul's brand equity:
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Trust & Legacy: Founded in 1946 with a cooperative
structure empowering farmers, Amul has a long and
trusted legacy in India. Consumers associate the brand
with quality, reliability, and a commitment to fair
practices.
Strong Brand Identity: The iconic "Utterly Butterly
Delicious" Amul girl and their clever topical ad campaigns
have made Amul a household name. This consistent brand
image and relatable marketing have fostered a strong
emotional connection with consumers.
Product Quality & Affordability: Amul offers a wide
range of dairy products known for their consistent quality.
They manage to strike a balance between affordability and
good quality, making them accessible to a large customer
base.
Social Responsibility: The cooperative structure
empowers millions of milk producers, particularly in rural
areas. This social responsibility aspect resonates with
consumers who value ethical practices.
Emotional Connect: Amul's ads often address social
issues and current events, creating a sense of humor and
relatability that goes beyond just selling products. This
emotional connection strengthens brand loyalty.
AMUL POSITIONING
Amul's positioning in the market is multi-pronged, focusing on factors
that resonate with Indian consumers:
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Value for Money: Amul has established itself as a brand
offering high-quality dairy products at affordable prices. This
caters to the price-sensitive nature of a large segment of the
Indian market.
Trust & Familiarity: Being a household name for decades,
Amul is synonymous with trust and reliability. Consumers
associate it with consistent quality and tradition.
The Taste of India: Amul's marketing campaigns like the
"Utterly Butterly Delicious" tagline have successfully positioned
it as a brand representing authentic Indian taste. This resonates
with a sense of national pride.
Family-Oriented & Wholesome: Amul's products are
portrayed as being perfect for families, promoting health and
well-being. This image makes it a go-to choice for everyday
consumption.
Cooperative Model: Unlike many private companies, Amul's
farmer-owned cooperative structure sets it apart. This
positioning appeals to consumers who value ethical sourcing
and supporting rural communities.
BENEFIT LADDER OF AMUL
Amul's benefit ladder goes from the basic features of their products to
the ultimate benefit they provide to consumers. Here's how it climbs
the ladder:
Functional Benefits:
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Basic Level: Amul offers a wide range of dairy products like
milk, butter, cheese, yogurt, etc. These products provide
essential nutrients like calcium, protein, and vitamins.
Emotional Benefits:
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Second Level: Amul's products are associated with qualities
like good taste, purity, and freshness. Consuming them can
evoke feelings of satisfaction, indulgence, and well-being.
Social Benefits:
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Third Level: By choosing Amul, consumers are associating
themselves with a trusted brand that promotes family values and
a healthy lifestyle. Amul's association with the farmercooperative model adds an element of social responsibility.
Core Value:
Top Level: The ultimate benefit Amul offers is a sense of trust and
reliability. Consumers know they're getting high-quality dairy
products that are perfect for their families and contribute to a healthy
life. This core value builds brand loyalty and strengthens Amul's
position in the market.
AMUL PORTFOLIO
Amul boasts a wide portfolio of products, primarily focused on dairy
but also venturing into other food categories. Here's a breakdown of
their product offerings:
Dairy Products:
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Core Products: This includes staples like Amul milk,
buttermilk, various cheese varieties (including mozzarella and
paneer), curd (both sweet and regular dahi), and ghee.
Spreads: Amul offers a range of bread spreads, including
butter, garlic butter, and peanut spread.
Ice Cream: Amul ice cream is a popular choice in India,
available in various flavors and formats.
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Beverages: Amul offers a range of beverages, including
buttermilk variants (high protein, rose lassi, blueberry shake),
fresh cream, and even camel milk.
Other Products: Amul also offers products like yogurt
(including flavored options), sour cream, whipping cream, and
mithai mate (a condensed milk product for sweets).
Beyond Dairy:
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Protein Products: Amul has a line of protein products catering
to fitness enthusiasts, including whey protein and high-protein
buttermilk.
Chocolates: Amul chocolates are a popular indulgence,
available in various forms like bars, tablets, and moulded
chocolates.
Frozen Snacks: Amul offers a range of frozen snacks like puff
pastry sheets and pranthas.
Bakery Products: They have ventured into bakery products
with offerings like bread and rusks.
Other: Amul also offers supplementary products like cattle feed
and organic products.
BRAND PROGRESS IN LAST 5 YEARS
Amul has also secured the seventh spot on the list of the world’s most
valuable dairy brands, with an impressive valuation of $3 billion.
Amul is the largest FMCG brand in India with annual sales turnover
of Rs 72,000 crores (US $ 9 billion) and an outstanding example of
the power of the farmer’s cooperative movement.
2023: 550.55 billion INR
2022: 610 billion INR
2021: 530 billion INR
2020: 385.5 billion INR
2019: 329.6 billion INR
MARKET SHARE
 Dominant Market Share: Industry estimates suggest Amul
enjoys a leadership position in the Indian dairy market, with a
market share likely exceeding 70% for some products like
butter and cheese.
 Product Category Variations: The market share might vary
depending on the specific dairy product category. For instance,
sources suggest Amul holds a dominant share in butter (around
70-75%) and cheese (over 70%) but might have a slightly lower
share in fresh milk (around 50%).
AMUL BRAND ARCHITECTURE
Amul's brand architecture can be described as a mixed approach, with
elements of both a house of brands and a branded house strategy.
Here's a breakdown:
House of Brands Elements:
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Sub-Brands: Amul has several sub-brands under its umbrella,
each catering to specific product categories or consumer
segments. Examples include Amul Kool (ice cream), Amul Pro
(protein products), Amul Mithai Mate (condensed milk), and
Amul Chocolate.
Independent Brand Identities: These sub-brands have distinct
logos, packaging designs, and sometimes even marketing
campaigns that differentiate them from the core Amul brand.
This allows them to target specific needs and preferences.
Branded House Elements:
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Strong Master Brand: The Amul brand itself is very strong
and recognizable. It acts as an endorsement for all sub-products,
leveraging its trust and reputation.
Brand Consistency: There's still a sense of brand family across
Amul's offerings. The sub-brands often incorporate elements of
the core Amul brand identity, like the use of similar colour
palettes or design elements in packaging.
Benefits of Amul's Brand Architecture:
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Market Expansion: The sub-brands allow Amul to enter new
product categories without diluting the core brand image. For
example, Amul Pro caters to fitness enthusiasts, a segment
Amul might not directly target with its core branding.
Targeted Communication: Sub-brands enable Amul to tailor
messaging and marketing campaigns to specific consumer
segments, increasing effectiveness.
Brand Strength: The strong master brand (Amul) provides a
foundation of trust and reliability for all sub-products.
SURVEY QUESTIONNAIRE
QUESTIONS
How long have you been associated with
selling Amul products
0%
20%
40%
less than 1year
1-3 years
3-5 years
more than 5 years
40%
On Average, How many products do you sell
per week?
20%
20%
Less than 50
50-100
20%
100-150
More than 200
40%
In your opinion, What contributes most to
the strength of AMUL's Brand Equity
33%
34%
Product Quality
Brand Loyality
Vlaue of Money
33%
Which aspects of AMUL's positioning
strategy do you believe appeals most to your
customers?
33%
34%
Quality Of products
Affordability
Brand Image
33%
What is the most popular Category of Amul
Products Amoung Your Customers?
6%
14%
Dairy Products
Ice cream
55%
25%
Beverages
Other Products