Be it their utterly delicious butter, their pasturised milk, cheesy weesy cheese, Amul definately has created an everlasting and a strong position in the minds of its target audience by its hard hitting marketing and branding strategy.
What Does Amul Stand For:
Anand Milk Union Limited
Lets take a quick look through Amuls product offering:
Amul Milk
Amul Butter
Amul Cheese
Amul Shrikhand
Amul Icecream
Amul chocolates
Nutramul
Amulya
- Branding Strategy:
Amul as a brand has occupied the space in the minds of its target audience by positioning itself on the grounds of purity and taste
If I want to describe the brand personality of Amul it will come under the Sincerity personality trait of the Big 5 Model.
Amul as a brand portrays genuineness, down to earth, wholesome and a cheerful brand
- The Key Brand elements of Amul are as follows:
Brand Name:Amul
Tagline:The Taste of India
Jingles:Amul the taste of India, Utterly Butterly Delicious Amul, come on come on oh yeah Amul Ice cream, Amul Kool, which is their flavoured milk sub brand, which had a jingle Amul kool chill your dil and they have some advertisements which have some catchy tunes.
Mascot: Everybody knows the cute little girl with a pony, wearing a white little frock with red polka dots in it, licking the lip smacking butter off the bread.
They do have their own corporate website which gives you an elaborate list of the product offerings. www.amul.com
Lets take a look at their Marketing Strategy. When it comes to Amul Target audience they have hit a bulls eye.
Age Group: Usually when it comes for the rest of the brands from the FMCG category, I specify different TG for the sub brands. But Amul and the product range spans for the entire mass. Right from a kid to elder people every body loves some or the other product offering of the brand.
Here are a few possibilities:
When it comes to Amul ice cream, they particularly target little kids
When it comes to Amul Kool they particularly target the youngsters or I would say young-adults
When it comes to Amul Milk they target it to the whole lot. For a kid, a mother who buys the groceries, or a old couple.
Hence:
- Demographics Targeting for Amul
Age:10-60 years
Income:35K and Above
Marital Status:Single as well as married
If I am supposed to state some target persona they will be as follows:
For Amul Butter/ Amul Cottage Cheese/Amul Cheese:
Mrs. Sahay, a home maker and mother of 2 kids. She stays in Mumbai. She loves cooking a loves to explore and try her hand at new recipes. She wants to give healthy and nutritious food to her kids. Also at times her kids are reluctant to eat veggies. This is when Amul products come to her rescue. She gives a brilliant twist to the daily veggie recipes.
For Amul Ice Cream:
The Shah’s love food. They love family time and they dine together. Every body has a sweet tooth and crave for ice creams most of the times. This hence becomes Amul Ice Creams target audience for their Sundae’s or their family packs.
- Geographically Amul targets on a Pan India Scale.
Psychographically they target people those who value pure milk and milk products, the people who value nourishment as well as taste.
- Who are Amuls major competitors?
1.Nestle
2.Britannia
3.Mother Dairy
These are giants how ever local dairy players also play a potential threat to Amul and can affect the sale of the products
- SWOT Analysis of the Brand:
Strengths:
When it comes to the strengths of the brand the brand name and faith that Amul has gained is excellent. Their quality products. They are the largest manufacturer of milk. They have a strong distributor network. Everybody is well aware of their brand mascot which is like an additional advantage.
Weakness:
Amul's weakness is that the market share in the chocolate industry is less. Many international players from the ice cream segment dominate the market thus leaving a tough competition and a lower market share in this segment
Opportunities:
Amul can introduce new products in the chocolate segment. Not only this Amul can also tap on to the rural markets which are not covered
Threats:
Competitors pose a heavy threat to Amul. Also there are major international players entering into this segment this leading to a potential threat to the brand
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