DESIGN LED RESEARCH
BY SREYA SIMLAI AND SWADHINEY LIPSA
ABOUT THE BRAND HISTORY
Founded in 1946 in Anand, Gujarat with a mission to stop the exploitation of the farmers by middlemen. Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF), which is jointly owned by more than 3.6 million milk producers of Gujarat. Amul spurred the White Revolution in India, which placed India at the top of milk producing nations. The Amul corporative was created by Dr Verghese Kurien, known as the Father of the White Revolution in India. Amul is present in over 50 countries, and in India alone has more than 7200 exclusive parlours.
BRAND ELEMENTS '" AMUL" is the acronym of Anand Milk Union Limited, comes from the Sanskrit word "Amoolya" meaning precious/ priceless. THE JINGLE: Utterly, Butterly. delicious... Amul THE CHARACTER/ MASCOT - The Amul moppe has been the mascot of Amul since 1967, sporting a young girl in red polka dot frock with "Utter butterly delicious jingle.
BRAND HIERAR HY C
PRODUCTS OF AMUL
ICE CREAM (1996)
CHOCOLATES (1973)
BEVERAGES
AMUL ICE CREAMS
CHOCO ZOO
AMUL COOL CAFE
FLAYYO FROZEN
CONGRATS
AMUL COOL COCO
YOGHURT
REJOICE
FRESH MILK (1956)
CONDENSED MILK BUTTER MILK
BRAND HIERAR HY C
PRODUCTS OF AMUL
MILK POWDER (1958)
CHEESE(1962)
BREADSPREAD
GHEE
AMUL SPRAY
PANEER
AMUL BUTTER
AMUL PURE GHEE
AMULYA
PIZZA CHEESE
AMUL LITE
AMUL COW GHEE
U N D E R S T A N D I N G TH E C U S TO ME R
STP
Young Nation - have to meet the ever increasing nutritional needs of the new and old generations
SEGMENTATION N o t s o easy beca u s e o f m i x e d a u d i e n c e a n d v a r i o u s c u l i nary applica t i o n o f A m u l P r o d u c t s a). Customer based Kids - Amul Kool, Chocolates, Nutramul Women - Amul Cacli + Youth - Milk Shakes
b). Industry based Milk - Ice cream manufacturers, Restaurants, Coffee shops Butter/ Ghee/ Cheese- Bakery, Snacks retailers, Pizza joints
TARGETING
Concentarting equally on end- users as well as the third parties involved in supply chains, Amul has practically identified "youth" as one of its potential segments. Working towards this aspect, it has come up with Amul parlours in cities
POSITIONING A MASS MARKET PLAYER, NO PREMIUM OFFERINGS
TASTE OF INDIA
Amul as creates value for money for both the dairy farmers and the customers. New offerings for health and conscious and vibrant India Probiotic sugar free delights, Amul Kool Cafe etc
USPQUALITY WITH AFFORDABILITY
MARKETING MIX-4PS PRODUCT Pasteurizes milk and produced condensed forms; focused on dairy segment Length of Amul's product mix is 42; width is 8. Portfolio : the products listed on slides above. Been innovative and introduced products for specific customer segments.
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PRICE Follows a low-cost price strategyQuality with Affordability. Totally market oriented pricing strategy to appeal to common masses GCMMF sets up pricing and considers various cost aspects.
MARKETING MIX-4PS
S M C
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Village cooperative society
PLACE
Manufacturing units
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ompany deposits
Covers 2.41 million producer members with milk collection average of 5.08 million litres/day . MARKET LOGISTICS
Wholesale Distributors Retailers
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1000 villages cooperative societies 3600 wholesale distributors, 45 depots in India Over 5 lakh retailers spread all over the world
4 PROMOTION Amul Moppet, little girl Nisha; created a home in minds of millions of Indians Amul promotes through newspaper, camapigns and strong ads
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OMMUNI ATION STRATEGY C
The big idea of AMUL revolves around two concepts : 1. The concept of delicious and taste 2. A taste of everyday life
The ads and campaigns brings out the ability to 'laugh at yourself' and at the problems around you
The Amul girl was born as a rival to the Polson butter girl.
KEY SU ESS FA TORS CC
OF AMUL
1. The Amul Girl (The Amul Advertising Campaign) The Amul girl is the advertising mascot used by the company to promote the brand. The brand has been cleverly using the cartoon figure in its longest running ad campaign, to instil an element of humour into its print ads. The content is liked by the people and results in better customer engagement. This increases the brand recall value for Amul. Hence, the Amul girl advertising campaign is often described as one of the best Indian advertising concepts. It has been awarded the Guinness World Record for the longest running advertisement campaign.
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ENDLESS ADVERTISEMENTS OF THE AMUL GIRL
KEY SU ESS FA TORS CC
OF AMUL
2. INNOVATION Amul has constantly been innovating – be it launching new products,creative marketing campaigns or challenging traditional societal trends to come up with better ones. In the 1960’s, Amul became the first brand in the world to make skimmed milk powder from buffalo milk. With its three-tiered cooperative structure, Amul changed from traditional operations to a more cost-efficient and effective structure. For its continuous innovation, the brand won the “CNN-IBN Innovating for Better Tomorrow Award” and “World Dairy Innovation Award” in the year 2014.
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KEY SU ESS FA TORS CC
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OF AMUL
3. STRONG BRAND Amul follows the Branded House Architecture way, wherein whatever they promote; they promote it under one common brand name – Amul. The prime focus is on promoting the parent brand rather than individual products which helps them gain more brand visibility and results in lesser marketing and advertising costs. 4. DIVERSE PORTFOLIO OF PRODUCTS With its diversified product portfolio, Amul has been able to cater to the needs of all the segments. From kids to teenagers, men to women, calorie conscious to health conscious, the company has ensured that it launches products for every segment. Providing value and benefits to its target segment, Amul has been able to build a strong brand association with its customers over the years.
KEY SU ESS FA TORS CC
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OF AMUL
5. Efficient Supply chain The three-tier cooperative structure . Milk is collected at the village dairy society, procured and processed at the district milk union and marketed at the state milk federation. The greatness of this model lies in the fact that Amul was the first company to follow this model, and it was replicated all over the country under Operation Flood in the 1970’s.. The model ensures that there’s efficiency and swiftness in operations. The Amul model has helped India become the largest milk producer in the world.
PRIMARY RESEAR H C
USING ZMET
MIND MAP
BRAND PRISM TASTE QUALITY
FRIENDLY STRONG
VALUE ORIENTED
SIMPLE INDIAN TRADITIONAL
CO OPERATIVE SHARING
FUN LOVING INDIAN CULTURAL
PROBLEMS RECOGNISED IN THE BRAND
1. Few newly produced products need more promotion. Amul following a Branded House Architecture way makes it difficult to promote it separately
2. Large competition in International market makes the brand image look outdated.
3. Brand faces frequent legal issues due to its advertising strategy.
PROBLEMS RECOGNISED IN THE BRAND
4. People shiting to veganism makes the brand less wanted.
5. As the brand is based out of rural settlement, more emphasise and focus needs to be given on rural side
6. The packaging being recognised outdated and badly designed.
SOLUTIONS
WHAT CAN BE DONE?
Amul should find ways to spread it's International market by launching new packaging and advertising range. With consumerism becoming more towards fitness and health conscious Amul should start launching more of new sugar-free and diet focused products. For more visibilty in the youth market Amul should open more outlet stores and focus on social media advertising.
PACKAGING SOLUTION 1 Packaging should be refined and simple with rounded shapes and soothing colours inspired by health and wellness
PACKAGING SOLUTION 2 Typography is discreet to emphasize designs that focus on quality sustainable products
PACKAGING SOLUTION 3 Amul should also start creating interesting packaging range which would attract children
PACKAGING SOLUTION 4 Reusable bottles or containers reinforce the ideas of consious sustainable living.