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AMUL

CHOCOLATESh e l e g a c yo n t i n u e s Kunal Choudhary (52)Mandhir Singh (25)

Mehak Sood (26)

Ritika Singh ()

Sahil Grover ()

Sharan Singh (45)

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FINDINGS OF CBBE- GAPSIDENTIFIED

SALIENCE:

Brand recognition by user only otherwise aided.

Brand awareness high .

Very low brand depth , No width.

PERFORMANCE:

Low on price, packaging and scent

High on freshness and skin care

IMAGERY

Associated with old people, the common man and family

USAGE SITUATION

Associated only with daily use

JUDGMENT

Average in quality, credibility

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SEGMENTATION

The segmentation of the soap marketcan be done on the basis of threeprice ranges Economy, Popular and

Premium. The price differentialbetween the premium and economysegments is about 2X. The popularand economy segments accounts for

about 4/5ths of the entire market forsoaps

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Demographic: young women,working women and housewives

Socio-economic: middle class

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Targeting

18-25 yrs single women, collegegoing

25-40 yrs working women,housewives

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POSITIONING

Price

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Price

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Price

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Positioning

Quality with affordability

Offering for health conscious

population Offering for kids

Gift for someone you love

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Brand Identity Planning Model- David Aaker

RA ND I DE NT IT Y S YS TEM

Essence Core

ExtendedRAND IDENTITY

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ALUE PROPOSITION & .Quality taste with affordabilityHappy ,Feeling of Indianness patriotism

STRATEGIC BRAND ANALYSIS

,

U ST OM ER A NAL YS IS,mithaito chocolates impulse buying

- , ,taste quality price

- Nutrition ignored, , , /uth kids tourists semi urban

O MP ET IT OR A NA LY SI SE L F A N A L YS I S

-Associated with oldness-35 years old brand

-under the AMUL brand umbrell-quality with affordibilty

CREDIBILITY

RAND IDENTITY SYSTEM

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EXTENDED BRAND IDENTITY

BRAND AS PRODUCT

Scope- chocolates

Attributes- quality, price, value,packaging

Uses- gifts, celebration, *

Users- kids, diabetic population,working youth, teenagers/collegestudents

Country of origin- india

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BRAND AS ORGANIZATION

organization attribute- associated with

quality, trust. Local vs. globalBRAND AS A PERSON

Personality-youthful, fun-loving Brand Customer Relationship-BRAND AS SYMBOL

Visual imagery & metaphor-

Brand heritage-AMUL

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Brand Identity Prism- Kapferer

ICTURE OF RECEIVER

ICTURE OF SENDER

Physique Personality

Reflection -Self Image

RelationshipCulture

EXTERNALISATION INTERNALISATION

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KAPFERER PRISM

,New shapesattractive

packaging

A youngmodernIndian

boy

,IndiannessHeritage

Trust

Taste andhealth

consciousYoung and

modern

EXTERNALISATION

INTERNALISATION

RECEIVER SPICTURE

SENDER S PICTURE

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rticulating BrandIdentity

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CHOCOLATES FOR TOURISTS PROMOTING INDIANNESS GIFT PACKS

QUALITY PRODUCT

PREMIUM RANGE CHOCOLATES

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S U G A R FR E E C H O C O LA T E S H EA LT H C O N S C IO U S PE O PLE

PR E M IU M R A N G E C H O C O LATE

FIV E V A R IA N TS

AMUL AMUL

AMUL AMUL

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A M U L C H O C O Z O O A N IM A L SH A PE D

TA R G E T 4 1 4 Y E A R S O LD

VA R IA N TS

H O N E Y A LM O N D C H O C O LAT E S R IC H IN

V ITA M IN S -M ILK C H O C O LAT E C A LC U IM R IC H

&M ILK C H O C O LO AT E

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Brand Elements

Memorability Indianness

Meaningfulness -

Likability -

Transferability -

Adaptability -

Protectability -

Brand building

Defensive

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SLOGANS

Amul Chocozoo - I want my Chocozoo

Amul Fundoo - Its what your mouthdesires for

Amul Fruit & Nut - Sometimes you feellike a nut, sometimes you don't

Amul Bindaas (Sugar free) - Dontdream it, bite it

Amul Heritage - Amul chocolate is likefriendship, rich warm and strong