Post on 10-Apr-2018
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AMUL
CHOCOLATESh e l e g a c yo n t i n u e s Kunal Choudhary (52)Mandhir Singh (25)
Mehak Sood (26)
Ritika Singh ()
Sahil Grover ()
Sharan Singh (45)
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FINDINGS OF CBBE- GAPSIDENTIFIED
SALIENCE:
Brand recognition by user only otherwise aided.
Brand awareness high .
Very low brand depth , No width.
PERFORMANCE:
Low on price, packaging and scent
High on freshness and skin care
IMAGERY
Associated with old people, the common man and family
USAGE SITUATION
Associated only with daily use
JUDGMENT
Average in quality, credibility
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SEGMENTATION
The segmentation of the soap marketcan be done on the basis of threeprice ranges Economy, Popular and
Premium. The price differentialbetween the premium and economysegments is about 2X. The popularand economy segments accounts for
about 4/5ths of the entire market forsoaps
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Demographic: young women,working women and housewives
Socio-economic: middle class
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Targeting
18-25 yrs single women, collegegoing
25-40 yrs working women,housewives
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POSITIONING
Price
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Price
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Price
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Positioning
Quality with affordability
Offering for health conscious
population Offering for kids
Gift for someone you love
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Brand Identity Planning Model- David Aaker
RA ND I DE NT IT Y S YS TEM
Essence Core
ExtendedRAND IDENTITY
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ALUE PROPOSITION & .Quality taste with affordabilityHappy ,Feeling of Indianness patriotism
STRATEGIC BRAND ANALYSIS
,
U ST OM ER A NAL YS IS,mithaito chocolates impulse buying
- , ,taste quality price
- Nutrition ignored, , , /uth kids tourists semi urban
O MP ET IT OR A NA LY SI SE L F A N A L YS I S
-Associated with oldness-35 years old brand
-under the AMUL brand umbrell-quality with affordibilty
CREDIBILITY
RAND IDENTITY SYSTEM
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EXTENDED BRAND IDENTITY
BRAND AS PRODUCT
Scope- chocolates
Attributes- quality, price, value,packaging
Uses- gifts, celebration, *
Users- kids, diabetic population,working youth, teenagers/collegestudents
Country of origin- india
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BRAND AS ORGANIZATION
organization attribute- associated with
quality, trust. Local vs. globalBRAND AS A PERSON
Personality-youthful, fun-loving Brand Customer Relationship-BRAND AS SYMBOL
Visual imagery & metaphor-
Brand heritage-AMUL
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Brand Identity Prism- Kapferer
ICTURE OF RECEIVER
ICTURE OF SENDER
Physique Personality
Reflection -Self Image
RelationshipCulture
EXTERNALISATION INTERNALISATION
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KAPFERER PRISM
,New shapesattractive
packaging
A youngmodernIndian
boy
,IndiannessHeritage
Trust
Taste andhealth
consciousYoung and
modern
EXTERNALISATION
INTERNALISATION
RECEIVER SPICTURE
SENDER S PICTURE
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rticulating BrandIdentity
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CHOCOLATES FOR TOURISTS PROMOTING INDIANNESS GIFT PACKS
QUALITY PRODUCT
PREMIUM RANGE CHOCOLATES
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S U G A R FR E E C H O C O LA T E S H EA LT H C O N S C IO U S PE O PLE
PR E M IU M R A N G E C H O C O LATE
FIV E V A R IA N TS
AMUL AMUL
AMUL AMUL
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A M U L C H O C O Z O O A N IM A L SH A PE D
TA R G E T 4 1 4 Y E A R S O LD
VA R IA N TS
H O N E Y A LM O N D C H O C O LAT E S R IC H IN
V ITA M IN S -M ILK C H O C O LAT E C A LC U IM R IC H
&M ILK C H O C O LO AT E
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Brand Elements
Memorability Indianness
Meaningfulness -
Likability -
Transferability -
Adaptability -
Protectability -
Brand building
Defensive
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SLOGANS
Amul Chocozoo - I want my Chocozoo
Amul Fundoo - Its what your mouthdesires for
Amul Fruit & Nut - Sometimes you feellike a nut, sometimes you don't
Amul Bindaas (Sugar free) - Dontdream it, bite it
Amul Heritage - Amul chocolate is likefriendship, rich warm and strong