Brand Building of Amul

Amul – Brand Building Exercise

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Contents: Demerits of Marketing a Commodity Market …………………………………………………………….. 3 The value of branding concept …………………………………………………………………………………… 3 Difference between product & service branding ……………………………………………………….. 4 Amul – Brand Origin …………………………………………………………………………………………………... 5 Factors that shaped the brand & Role of Advertising Amul Mascot…………………………………………………………………………………………………… 6 History of Amul Butter Girl………………………………………………………………………………. 6 Brand Identity, Personality & Symbolism ……………………………………………………………………. 7 Consumer Perceptions & Branding Values ………………………………………………………………….. 9 Positioning of Amul & its competitors ………………………………………………………………………… 10 Future steps to consolidate brand ……………………………………………………………………………… 11

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Demerits of Marketing a Commodity Market A commodity is a good for which there is demand, but which is supplied without qualitative differentiation across a market. Thus a product becomes a commodity when it has no identity of its own or it is not able to differentiate itself in the market. In such a case, consumers do not have any preference for any particular item or brand. Consumers only take into account the value to price ratio. Higher is the ratio better is the deal. Thus price becomes the important aspect in consumer decision making process. First, the commodities do not have any identity of their own and secondly all products have the same utility, this makes the decision making either very easy or very difficult for the consumers. If the consumer do not have any preference for brands, then it becomes very easy for her to select any product which satisfies her needs at the minimum possible price. For Example, potato wafers or other snack items like namkeens were treated as commodities long ago. But now the marketers have given them an identity and have positioned them accordingly in the market. Uncle chips was the first one to launch the branded potato chips. Haldirams also did the same for different snacks. If someone put lays and bingo chips in two different jars without labels, then it would be very difficult to identify which jar contains which brand. Thus potato chips is a commodity, but the brand names Lays & Bingo gives them their identity. Another example could be the milk