The re-branding of Amul. The 4 P's Product, Pricing, Promotion and Place

1. Rebranding
By
Team Athena

3. Contents :
 Introduction
The Amul Model
The Amul Girl
Brand Equity
Marketing Mix

4. Introduction:
 Started in 1946 as Kaira District Co-operative Milk
Producers’ Union Ltd.
 Spurred India’s White Revolution
 Managed by GCMMF
 Largest Indian Dairy

5. 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

6. The Amul Girl:

7. Personality:
Simple, Indian
Physique:
Taste, Quality
Relationship:
Sociable
Reflection:
Value Oriented
Culture:
Co-operative,
Sharing
Self-Image:
Proud India, Fun
Loving
Brand Equity

8. Marketing Mix:
Product
Pricing
Promotion
Place

11. 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.

12. Promotion:
1967
“Utterly Butterly Girl was born”
1976
Manthan (Hindi Movie)
1967
“Amul Hits”

13.  1991: Campaign “The Taste Of India”
 Umbrella Brand
 2001: Emotional Component: “Gift for someone you loved”
 2013: Amul Locomotive for Vadodara Division

14. Sauber F1 Team
Master Chef
Star Voice of India

15. 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!!

16. 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

17. Impact Of Rebranding:

18. Farmers
2.12 million
Milk Production per day
447000 lit
Worth per day
RS. 6 Crore

20. 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/