AMUL

CHOCOLATES
The legacy
continues …
Kunal Choudhary (52)
Mandhir Singh (25)
Mehak Sood (26)
Ritika Singh ()
Sahil Grover ()
Sharan Singh (45)
 FINDINGS OF CBBE- GAPS
IDENTIFIED
• 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
 SEGMENTATION
• The segmentation of the soap market
can be done on the basis of three
price ranges – Economy, Popular and
Premium. The price differential
between the premium and economy
segments is about 2X. The popular
and economy segments accounts for
about 4/5ths of the entire market for
soaps
• Demographic: young women,
working women and housewives
• Socio-economic: middle class
 Targeting
• 18-25 yrs single women, college
going
• 25-40 yrs working women,
housewives
 POSITIONING
nts
Ingredie

Price
 Price
Packagin
g
 Price
Cleansin
g Action
 Positioning

• Quality with affordability

• Offering for health conscious
population
• Offering for kids
• “Gift for someone you love”
•
 Brand Identity Planning Model- David Aaker

BRAND IDENTITY SYSTEM

BRAND IDENTITY
Extended
Core

Essence
 STRATEGIC BRAND ANALYSIS
SELF ANALYSIS
CUSTOMER ANALYSIS
mithaito chocolates, impulse buying
-taste, quality, price COMPETITOR ANALYSIS -Associated with oldness
-Nutrition ignored -35 years old brand
• ,
outh, kids, tourists,semi/urban -under the AMUL brand umbrella
-quality with affordibilty

BRAND IDENTITY SYSTEM

VALUE PROPOSITION
•Quality
• & taste with affordability.
•Happy CREDIBILITY
•Feeling of Indianness, patriotism
EXTENDED BRAND IDENTITY
BRAND AS PRODUCT
•

• Scope- chocolates
• Attributes- quality, price, value,
packaging
• Uses- gifts, celebration, *
• Users- kids, diabetic population,
working youth, teenagers/college
students
• Country of origin- india
•BRAND AS ORGANIZATION
• organization attribute- associated with
quality, trust.
• Local vs. global
•BRAND AS A PERSON

• Personality- youthful, fun-loving

• Brand Customer Relationship-
•BRAND AS SYMBOL

• Visual imagery & metaphor-

• Brand heritage- AMUL
•
•
 Brand Identity Prism- Kapferer
PICTURE OF SENDER

Physique Personality

INTERNALISATION
EXTERNALISATION

Culture
Relationsh
ip

Reflection Self-Image

PICTURE OF RECEIVER
 KAPFERER PRISM
SENDER’S PICTURE
•

•
EXT IN
ERN TE
• ALI A young RN
AL
SAT
New shapes, modern IS
ION
•
attractive Indian AT
packaging boy IO
• N

•
Trust Indianness,
• Heritage
•

• Taste and
health Young and
•
conscious modern
•

• RECEIVER’S
PICTURE
Articulating Brand
Identity
• CHOCOLATES FOR TOURISTS
Ø PROMOTING INDIANNESS
Ø GIFT PACKS
Ø QUALITY PRODUCT
Ø PREMIUM RANGE CHOCOLATES
•

•
 AMUL AMUL

•S U G A R FR E E C H O C O LA T E S
Ø H E A LT H C O N S C IO U S P E O P LE
Ø P R E M IU M R A N G E C H O C O LA T E
Ø FIV E V A R IA N T S
Ø

AMUL AMUL
•A M U L C H O C O Z O O
Ø A N IM A L S H A P E D
Ø TA R G E T 4 – 1 4 Y E A R S O LD
Ø V A R IA N T S
•H O N E Y A LM O N D C H O C O LA T E S – R IC H IN
V ITA M IN S
•M ILK C H O C O LA T E - C A LC U IM R IC H
•M ILK & C H O C O LO A T E
 Brand Elements

• Memorability – Indianness
•

“Brand building”
• Meaningfulness -
•

• Likability -
•

• Transferability -
“Defensive”
•

• Adaptability -
•

• Protectability -
 SLOGANS
• Amul Chocozoo - I want my Chocozoo
• Amul Fundoo - Its what your mouth
desires for
• Amul Fruit & Nut - Sometimes you feel
like a nut, sometimes you don't
• Amul Bindaas (Sugar free) - Don’t
dream it, bite it
• Amul Heritage - Amul chocolate is like
friendship, rich warm and strong
•