Brand Audit

Primary Research

Brand Recall

Brand Image
en ts
on d
Brand Preference e s p
0 R
10
Brand Opportunities

Brand Loyalty

Brand Personality
 i c s o f Gender
g ra p h
D e m o e nt s
s p o n d Female
46% Male

e Re 54%
th

Noida
Location
Ahmedabad 4%
8% Age
Gurgaon
5%
21% 22%
Hyderabad
12% New Delhi
Mumbai 60%
11%
57%

18-21 22-25 26-30

 HISTORY

TRANSITION
 1946 1957

Kaira Cooperative AMUL

PRODUCT MIX
 a l l
Rec
a nd
Br

AMUL
 MATCH

Eat
Eat Healthy,
Healthy, Think
Think
AMUL
AMUL Better
Better

Utterly
Utterly Butterly
Butterly
MOTHER
MOTHER DAIRY
DAIRY Delicious
Delicious

Healthier
Healthier than
than
BRITANNIA
BRITANNIA Butter
Butter

The
The Creamier,
Creamier, Tastier
Tastier
NUTRALITE
NUTRALITE Butter
Butter
COMPETITION
 Well Enough Not Well Enough Not Worst
Satisfactory 5% Satisfactory 1%
5%
2% Availability 1% Quality

Good Extremely
33% Good
Extremely Good 51%
Good 42%
60%

Not Satisfactory
2% Extremely Good
14%

Well Enough
29%

Good
55%
Nutrition Value
Well Enough Not Worst Not Worst
4% Satisfactory 1% Extremely
Satisfactory 1% Good
1%
Taste 5% 12%
Price

Good
34% Well Enough
Extremely
Good 36%
60%
Good
46%

Not
Satisfactor Extremely
y Good
Well 5% 15%
Enough
22%

Good
57% Packaging
 POINTS OF
PARITY

• Yellow Packaging
• Lot Sizes
• Price
POINTS OF
DIFFERENCE

• Print Ads: Satire comments on

recent happenings

• Quality: Purity of the Product

• Nation-wide presence

• Recent marketing campaign:

Asli Taste, Asli Butter
www.amul.com
 • Outdoor Media • First Mover advantage
• Broadcast Media • Market Leader
• Internet • USP- taste

• Network of 3500 • Low cost- affordable

Distributors • High quality
• 500,000 retail outlets
• Long time survivors
• Amul Parlors, Cyber stores
 e dia:
o o r M rds
Out d llb oa
s / B i
d ing
Hoar
Broadcast Media:
Television
 : N e ws pa p e rs,
Print Media a ga zi n es
r e st M
General Inte
 e pe n d e nt
te r n et : Ind
I n Po r ta ls
e s ,
websit
BRAND IMAGE
MATCH

AMUL
AMUL

MOTHER
MOTHER DAIRY
DAIRY

BRITANNIA
BRITANNIA
BRAND LOYALTY

14%
26%

61%

No, I will search for the AMUL Butter( Mera wala Butter)
Hmmm Will try to search, if not then any butter
I will Buy any Butter, It really doesn't matter
 Culture
Cheerful
Oriented

Traditional Reliable

MENTAL MAP

Family
Oriented Healthy

Fun Loving Youthful

 BRAND
PERSONALITY
Brand Personality

Cheerful 65%

Fun Loving 60%

Reliable 58%

Healthy 52%

Youthful 46%

Family Oriented 43%

Traditional 23%

Culture Oriented 22%

0% 10% 20% 30% 40% 50% 60% 70%

 Culture
Cheerful
Oriented

Traditional Reliable

BRAND
MANTRA
Family
Oriented Healthy

Fun Loving Youthful

 Simp
India le,
Taste, Quality n,
Pe
u e rso
ys iq na
Ph lit
Gregarious, Brand Prism y
Friendly Co-Operative,
Sharing
Relationship

Culture
Fu ud In
Se

Pro
n L di
n lf I
Value o

ov an
ed
ti ma
orient
c

ing
e ge
fl

,
Re
 Brand
Resonance
Taste Aroma
Loyal set of customers
Consumer Consumer
Sense of attachment
Nutritional Value
Amul :Good
Judgement
Cheerful, fun loving Feelings
Delivering great
Availability
Awareness
quality products Price
level is very high
since many
Values and Ethics
Emotional connect
Brand: High Brand
Brand Recall is 100%
years
Performance Imagery
Butter = Amul
Bond with the motherland

Brand Salience
RECOMMENDATIONS
THANK YOU

Presented By:

Ankita Maheshwari 91007

H. Sanchay Grover 91021
Madhusudan Partani 91029
Rajat Rathore 91042
Shivi Aggrawal 91051