The slide gives an idea about the branding and advertisement followed by AMUL

1. AMUL- BRANDING
School of Management StudiesHCU

2. 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

3. PRODUCTS
• Bread spreads
• Pure Ghee
• Milk Powders
• Sweets
• Fresh Milk
• Curd Products
• Amul Ice-creams

4. 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

5. Name
• Amul in Hindi means rare (Meaningful and
memorable)
• It symbolises premium (Likeable)
• Can be used for different dairy products
(Adaptable)

6. 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

7. Characters-AMUL GIRL

8. 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

9. 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

11. Advertising
• Advertising is the communication relayed from
companies to persuade an audience to purchase
their products
• Amul uses:
– Poster ads
– TV ads