Posted at 11.30.2018
Amul is the brand name for milk-based products produced by Gujarat Co-operative Milk Marketing Federation - a state level apex body of dairy cooperatives in Gujarat were only available in 1946. Its major functions require collection of milk from farmers, procuring and digesting the milk and most importantly, marketing of milk and dairy food. Amul is synonymous with White Revolution, instrumental to make India world's greatest milk company India. Its product range includes milk powders, milk, butter, ghee, cheese, curd, chocolate, snow cream, cream, shrikhand, paneer, gulab jamuns, basundi, Nutramul brand as well as others.
PART I - DEFINING BRAND Personality OF AMUL USING KAPFERER'S MODEL
According to Kapferer, more than the concepts of brand image and positioning, brand identity is more important. It is an identity that your brand defines for it self. The personal information of an brand is important to ensure sturdiness of the brand and make it more coherent and reasonable.
There are 6 aspects to brand personality which are dealt with by Kapferer's Prism -
Physique - Refers to physical features which generate instant recall and awareness
Personality - A characterisation of the brand, providing it features and mannerisms of a human being to explain its products and services
Culture - Principles that motivate the brand and are reflected in its products and its own communication
Relationship - The brand in a way represents the transactions and exchanges that take place between people and forge a relationship between them
Reflection - The brand creates a graphic of the consumer/buyer that it's responding to - the image because of this of brand utilization by the customer
Self-Image - The consumer of the brand makes a graphic of himself consequently of the usage of the brand
Kapferer's Prism for Amul -
Physique - The connotations associated with Amul regarding this aspect will be the unique taste of its dairy food, the "utterly, butterly" Amul gal and the butter.
Personality - The connotations associated with Amul with respect to this aspect will be the facts that it is a totally Indian product, traditional and impressive, simple yet honest - a person who will never cheat the buyer in support of take what is its due
Culture - The connotations associated with Amul with respect to this aspect are that there is a co-operative culture with focus on posting and being socially responsible
Relationship - The connotations associated with Amul with respect to this aspect is reliability which consumers perceive on basis of product experience. Another feature that is associated with this aspect has been sociable - Amul is an integral part of the consumers' cultural lives as experienced by the considerable use of Amul products
Reflection - The connotations associated with Amul regarding this aspect is the sensation of good care and matter for loved ones and also, a profound admiration and orientation for principles.
Self-Image - The connotations associated with Amul with respect to this aspect include being fun-loving, a very pleased Indian, who at exactly the same time, feels in quality and it is a firm believer in principles.
PART II - CHARTING THE MERCHANDISE LIFE-CYCLE OF AMUL
Amul is the brand representation for Gujarat Cooperative Dairy Federation - developed in 1946 to provide farmers their scheduled and protect them from unscrupulous middlemen. Aside from collecting dairy, Amul were required to find ways to make productive use of the surplus milk it got which gave rise to start and marketing of milk-derived products, starting with butter
Launched in 1955, butter was one of the first milk products provided by Amul which also helped it to overcome its rival, Polson Dairy. The same calendar year, it launched ghee and skimmed dairy powder which also garnered success. In 1959, emerged prepared cheese from its stable accompanied by cheese powder in 1970's which by 80's, had become popular
Economic reforms of 1990 brought changes in lifestyle and changes in tastes. The management of GCMMF thus, wished to pick the movements. Thus, there is emphasis on higher quality and diversification of product profile. An increase in milk development meant that an increase in utilization base of milk -structured products was important to make its products more regular in the homes.
In 1996, an IMRB review for GCMMF proved that the consumers required that Amul should turn out with the following products - glaciers cream, curd, paneer3, cheese, and condensed milk. Thus, another few years were centered on these
In 1997, Positioned as the 'Real Ice-cream, ' Amul Glaciers cream was mostly of the milk-based ice lotions in the market. Branded yoghurt received a start in India for the first time, when Amul arrived with Masti Dahi in 1999.
In January 2000, Amul launched "Amul Taaza" - non sweetened, low fat, carton milk which served useful and lifestyle purposes. In November same 12 months, came mozzarella cheese which had use within pizzas.
2001 found Amul tie-up with Tata Coffee for instant espresso circulation in July while in August, they inserted ready-to-eat segment with parathas, cheeseburgers and sandwiches under Snowcap brand which also acquired ketchup. Soon, Snowcap arrived with pizzas in flavours like tomato-onion-capsicum, berry pizza (pineapple-topped), mushroom and 'Jain pizzas'(pizzas without onion or garlic). Amul also entered the domain name of soups called 'Masti' in tetra packages with flavours like Hot 'n' Sour and Tomato.
In 2003, Amul discontinued its flavoured milk brand Shakti and launched Amul Kool instead so that they can target the young ones using its cool and trendy placement but with a dietary base
In 2007, water in bottles segment found Amul's attention and it looked to establish Narmada Neer brand of drinking water, in the aftermath of its failed look at earlier to market Jaldhara brand of bottled water of NDDB.
In July 2008, bakery segment became the next area to project in with the strategies of GCMMF to create biscuits and cakes
In Feb 2010, GCMMF declared plans to start a tea brand having already sold it to their milk companies at concessional rates. In July same time, came the plans to advertise a milk-based athletics drink called 'Strength' which would remain competitive directly with Gatorade which is aimed at sports activities professionals
More recently, Amul has announced plans to start pro-biotic lassi by the approaching summer season in major metros of India having already test sold it in Ahmedabad.
PART III - THE CHANGES IN COMMUNICATION STRATEGIES OF AMUL IN THE YEARS
The crux of all promotional strategies used by Amul is the concept of rotation. With every new product that Amul comes out with every 3-4 years, a fresh promotional advertising campaign for the same is launched which helps it in which to stay touch using its customers. Since Amul marketplaces an array of milk-based drinks and products, it seeks to move the consumers through this value chain from loose dairy to raised quality products with Amul providing those to the consumer
The communication strategy employs a style of "umbrella branding" which means that Amul became the normal name for almost all of its products and the promotional campaigns also have a tendency to concentrate on the same aspect
Amul's main strategy has always been to advertise the Amul brand rather than the products consequently. The communication of Amul dates back to 1966 when Sylvester Da Cunha got the take into account Amul butter as before that, the advertisements were corporate in dynamics and quite boring. Sylvester, along with custom made Eustace Fernandez, gave birth to the famous Amul moppet which since then is among the most image for Amul.
The absolutely, butterly campaign started with hoardings and bus panels as media vehicles as with limited resources, that was the only possible option and also provided a much better regularity to the plan.
In its early on years, Amul prolonged to advertise through billboards because of its butter however in the later 90's, it arrived to realize that its image had not been as savvy as its competitors and its forays in chocolates was taking a beating against competitors like Cadbury's and therefore, it appeared to other mass media like Tv set - soon leading to its all-pervasive "Taste of India" advertising campaign which linked to its inherent Indianness and also became an main, consistent theme for its future communication strategies. In 2000, Amul got into other strategies of brand-building when it sponsored a nation-wide contest to find Amul Butter female and Amul Cheese boy through its program "Surabhi"
All these efforts, coupled with Amul's remarkable product quality and syndication network, supposed that with just an advertisement budget spend of 1% of its earnings, it could gain significant mileage and visibility. But with moving time, arrived up concerns that regarding increasing competition from players like Brittania, Nestle and others, Amul was reducing on its awareness and its performance was now restricted to point-to purchase advertising.
Therefore, within the last 3-4 years, Amul has gone all out in its communication strategies. In places like Delhi and Chennai where they can't put up hoardings, they are simply moving their topical advertisements to printing.
Amul is also seeking to positively use digital advertising to its edge with its venture into online world Second Life in form of electronic parlours where it intends to showcase its earlier advertisings and even replicate its co-operative model. Its below-the-line activities, in form of Amul Vidya Shree awards to institution students and Amul Food celebration are already going strong
In Television, Amul is going in a completely new form as it appears to appeal to the youth actively to its products and has thus, rolled out campaigns like 'Hey Dude Where's The Dudh?' and 'Chill Your Dill'. But amongst all of this, the legendary Amul moppet will continues to hold its place as it still has legacy value for Amul and a symbol despite its attempts to woo the younger generation. Together with the Amul topicals continuing to sketch its inspiration from contemporary happenings, it continues to maintain its status and relevance between every age group of consumers