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The re-branding of Amul. The 4 P's Product, Pricing, Promotion and Place
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Rebranding
ByTeam Athena
Contents : IntroductionThe Amul Model The Amul GirlBrand EquityMarketing Mix
Introduction: Started in 1946 as Kaira District Co-operative Milk
Producers’ Union Ltd.
Spurred India’s White Revolution
Managed by GCMMF
Largest Indian Dairy
The Amul Model:
Establishment of a direct linkage between milk producers and consumers by eliminating middlemen
Milk producers (farmer) control procurement and processing
Professional Management
The Amul Girl:
Personality: Simple, Indian
Physique: Taste, Quality
Relationship: Sociable
Reflection:Value Oriented
Culture: Co-operative, Sharing
Self-Image: Proud India, Fun Loving
Brand Equity
Marketing Mix:
Product
Pricing
Promotion
Place
Pricing:
Low cost- Domestic Market
Target Consumers- Middle Class
Affordable price of products- Global Market
Value for money
Going ahead of competitors like HUL, Britannia, Nestle, ITC etc.
Promotion:
1967“Utterly Butterly Girl was born”
1976Manthan (Hindi Movie)
1967 “Amul Hits”
1991: Campaign “The Taste Of India”
Umbrella Brand
2001: Emotional Component: “Gift for someone you loved”
2013: Amul Locomotive for Vadodara Division
Sauber F1 Team
Master Chef
Star Voice of India
The Technology: Process Technology Up gradation
Developments in embryo transfer and cattle breeding
B2C commerce & e-initiative
Geographical Information System at both ends of the supply chain
Quality- No Compromise!!
Place:
5,00,000 Retail Outlet
3,500 Distributors
47 depots with drier & cold facilities
Expansion to global market in Singapore, Europe, Pakistan
Making Paneer in New Jersey
Impact Of Rebranding:
Farmers
2.12 millionMilk Production per day
447000 litWorth per day
RS. 6 Crore
References:1. http://www.amul.com/m/brands
2. http://www.rediff.com/money/2005/sep/23spec.htm
3. http://articles.economictimes.indiatimes.com/2013-03-05/news/37469993_1_electric-locomotive-amul-gcmmfl
4. http://www.slideshare.net/PareshAshara/amul-the-brand-building-challenge
5. http://www.authorstream.com/Presentation/strategian-1593991-branding-strategy-amul-business-management/