AMUL- BRANDING

School of Management Studies HCU

AMUL

• Gujarat Co-Operative Milk Marketing

Federation

• Vision of Dr Verghese Kurien’s

• Belief in Branding and its future

• daCunha Communications has been given the

responsibility

PRODUCTS

• Bread spreads

• Pure Ghee

• Milk Powders

• Sweets

• Fresh Milk

• Curd Products

• Amul Ice-creams

Brand Elements

• The characteristics that identifies a product and distinguishes it from others.– Name, logo, package design, advertisements,

characters..

• Criteria for choosing brand elements– Memorable

– Meaningful

– Likeable

– Transferable

– Adaptable

– Protectable

Name

• Amul in Hindi means rare (Meaningful and

memorable)

• It symbolises premium (Likeable)

• Can be used for different dairy products

(Adaptable)

Characters-AMUL GIRL

• Characters represent a special type of brand

symbol—one that takes on human or real-life

characteristics

• Brand character:

– Should not be a shill

– Should have a life

– Characters should be vulnerable

– Imagine for the long run

– Don’t ask too much

Characters-AMUL GIRL

Slogan-The taste of India

• Slogans are short phrases that communicate

descriptive or persuasive information about the

brand

• Act as “hooks” and ‘handles”

• Helps customer to grasp meaning of brand

– Taste

– Indianness

Packaging

• Packaging is the activity of designing and producing containers or wrappers for a product

• Objectives of packaging

– Identifying the brand

– Convey descriptive and persuasive information

– Facilitate product transportation and protection

– Assist in at-home storage

– Aid product consumption

Advertising

• Advertising is the communication relayed from

companies to persuade an audience to purchase

their products

• Amul uses:

– Poster ads

– TV ads