BRAND BUILDING ON CONSUMER PRODUCT ADVERTISING

On AMUL ICE CREAM

WHAT IS A BRAND?

A LogoA Service

Brand = Product + Images

Brand building advertising

• Consumer product advertising is the most researched form of advertising

• Advertising for consumer product is as sensitive subject(dealing with feeling)

• Large part of advertising is on television

• Each brand need its own advertising look and feel

A brand is essentially a marketers promise to deliver a specific set of features,

benefits & services consistently to the buyers

BUILDING BLOCKS OFBRAND BUILDING ADVERTISING

BRAND

Company analysis

•Size, profitability,

•distribution, technology

• Market analysisSize, volume, value, growth, geographic,

seasonality

Competitor analysisSize, profitability, strengths, weaknesses

Consumeranalysis

•Size, demographic, geographic

•Usage, depth, width

Determine the current image with consumers

BRAND-BUILDING: THE STEPS

Define the desired image

Identify focus areas for action

•Product development/innovation

•Packaging/delivery systems

•Advertising/promotions

Implement action plan with

a monitoring programme

Feedback to action plan

• Role of advertising in brand-building will tend to vary with category type

Consumer products Consumer Durables Services

Lower Value Higher Value Indeterminate

Frequent infrequent indeterminate

Narrow /Board

target consumer

Narrow target

consumer

Vary

AMUL

• Formed in 1946 INDIA.

• White Revolution of India

• largest producer.

• AMUL means "priceless"

The brand name "Amul," from the Sanskrit“ Amoolya," was

suggested by a quality control expert in Anand

Verghese Kurien Founder (Father of white revolution)

Amul is flagship brand of GCMMF

AMUL: ICE CREAM

• In early 90’s ice cream was packed food category in India.

Reason = Ice cream regarded as premium product

Per capita

Consumption

106 ml = India

300 ml in Pakistan

22 l in USA

Ice cream market

Rs. 2000 cr

Growing at 11%

Unorganized sector

60% of market

Rs.1200 cr

Organised Sector

40% of the market

Rs.800 cr

Amul expanded its to include milk derivatives, so GCMMF

launched AMUL ICE CREAM in 1995

THE MARKETING CHALLENGE

•

It had disadvantage being late entrant in complex market

• Was up against several competitors

• Distribution was a key competitive strength

• Ice cream being highly perishable, it needs large network of freezers

• Competition had advantage with network of retailers.

AMUL Milk, Butter Ice Cream

AMUL VISIONAmul believed to become leader ,it had to change

How ice cream was marketed?

How consumers saw ice cream?

Manage the marketing mix.

Pillar of Ice cream

a. Availability

b. Affordability

c. Excitement

Amul revolutionized the ice cream business by changing:-

Pricing

DistributionProduct

CHANGING THE PARADIGM

Consumers believed that ice cream were for special

occasion ,ice cream are for celebration

but AMUL changed this paradigm by taking crucial

steps in marketing mix

• To change the perception

• Move consumer to have ice cream

when they just feel

DRAFTFCB+Ulka team set out on nationwide research to understand

• How consumers are related to ice cream?

• Perception on various ice cream brands

Using a MIND & MOOD tool, they spoke to hundreds of people across cities

MIND & MOOD tool- conversion with consumers without barriers

Endless of conversation with consumers ,bore fruit

Understanding the consumer

THE REAL MILK STORY

Amul = PURE MILK

In ice cream the DRAFTFCB+ULKA team discoveredIce cream is for celebration/gratification but some mothers used icecream for different purpose.Mothers were concerned when children don’t take the required doseof milk so these mothers attract the children to consume milk in theform of ice creamAdvantage of milk based ice cream is milk consist of vitamin A,D,E,Kso child is not taking milk he/she can opt for one cup of ice cream=one glass pure milk, according to these mothers

THE COMMUNICATION STRATEGY

• DRAFTFCB+ULKA used the insight of amul’s strong milk values

• The agency decided to position AMUL ice cream as

Real Milk. Real Ice cream

RESULTS

• Research

• Core of communication

• Market leader