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Company profile

• Formed in1946,is dairy co-operative movement in India.• A brand name managed by Gujarat Co-operative Milk

Marketing Federation(GCMMF)• Jointly owned by 2.6 million milk producer in Gujarat.• Came up with white revolution of India, which has made

India the largest producer of milk and milk product in the

world.• Overseas market UAE, USA, Bangladesh and Australia.

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BRAND ELEMENTS

Brand Element

Name

URL

Logo

Character /Mascot

Jingle

Tagline/Slogan

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Brand Elements Model

1. Brand Name: “Amul” is the form of Anand Milk UnionLimited.

2. The Logo:3. The Tagline / Slogan: “The taste of India” 4. The Jingle : Utterly, butterly, delicious…..Amul. 5. The Character / Mascot: The Amul moppet has been

the mascot of Amul since 1967, sporting a young girlin red polka dot frock with 'utterly butterly delicious’

jingle.6. The URL: www.amul.com

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PRODUCT

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PRODUCT MIX

CookingCheese Desert Health Drink

•Amulpasteurizedprocessed

cheese•Amul cheesespreads•Amul emmentelcheese•Amul pizza

mozzarellacheese•Gouda cheese

•Amul ice cream•Amul shrikhand•Amul

mithaigulabjamun•Amul chocolates •Amul lassi•Amul basundi

•Amul pure ghee •Amul cooking

butter

• Amul malaipaneer•Utterly deliciouspizza

• Mastidahi

• Nutramul•Amul shakti

health fooddrink

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PRODUCT MIX

Powder MilkBread Spread Milk Drinks Fresh Milk

•Amul freshmilk

•Amul goldmilk• Taza doubletoned milk•Amul liteslimand trim milk

•Amul freshcream•Amul shakti

toned milk•Amul

calciplus

Amul sprayinfant milk

food•Amul instantfull creampowder• Sagarskimmed milk

powderr• Sagar teacoffe whitener•Amul dairywhitener

•Amulkoolmilkshake• Nutramulenergy drink•Amulkoolflavouredbottled milk•Amulmastispicedbuttermilk•Amulkoolthandai.

•MargarineAmul butter•Amul lite•Delicioustable

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Mix… Product for every one

• Amul never forgot its “primarycustomer”

- Amul collects 447,000 ltrs of milkfrom 2.12 million farmers (manyilliterate)

• Product for youth- Amul launched Chocolate milk under

brandname of „Amul Kool Koko targeting the

youth

• Product for diabetic people- India s First Pro -Biotic Wellness Ice

cream &Sugar Free Delights For Diabetics

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Mix… Product for every one

• Product for the healthconscious

- Amul Launched “low fat, lowcholesterol

bread spreads”

• Product for the pricesensitive India

- Low Priced Amul Ice Creams andaffordable „ sagar whitener

• Product for the urban class- Amul launched pizza mozzarella

cheese

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Amul – Integrated Marketing Communication

Media Platform: Amul has used following medial platform for creating a high brandequity.

1. Broadcast Media: Television2. Non Broadcast Media: Cinema-

amul.tv.com

3. Print Media: Newspapers, General interest Magazines4. Internet or Social Media: Independent websites, Portals, CSR activities.5. Outdoor Media: Hoarding / Billboards

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UNIQUE IDEA

Audiences might open the refrigerator door in asingle day, a card magnet can be a marketinggodsend. Aside from advertising products, cardmagnets are also great as giveaways for specialevents.

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CARD MAGNETS

Available in Standard and Custom SizeUV coated for impressive High Glossy finishSticks to most metal surfacesIndoor useThese magnets are not meant to hold up pieces ofpaper(can hold single paper)Paint thickness on metal surface may affect magnetstrength

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SWOT ANALYSIS

Technical manpowerDemandMargins

Problem in distributionPerishabilityCompetition

Flexibility in market

Exportpotential

Milk vendors

Competition

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Brand Mantra:

Youthful

Cheerful

HealthyReliable

Fun Loving

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Presented by :Neha Sejpal (02)TYBMM(advt)

Thank You