Brand Mangement Maheeder

8/8/2019 Brand Mangement Maheeder

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Br

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Brand

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- Maheeder- Maheeder


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INDIAN BRANDINDIAN BRAND


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Amul (Anand Milk Union Limited), formed in 1946, is a dairy

cooperative movement in India.It is a brand namemanaged by an apex cooperative organization,

Gujarat Co-operative Milk Marketing Federation Ltd.(GCMMF), which today is jointly owned by some 2.8 million milkproducers in Gujarat, India.

Spurred the White Revolution of India, which has made India thelargest producer of milk and milk products in the world.
http://www.mouthshut.com/product-reviews/Amul_Shakti-925046602.html


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resh M ilk C h e e s e u re G h ee n fan t M ilk ilk P o w d e rs w e e te n e d

o n d e n se d M ilk u rd P ro d u cts

-m u l Ice cre am s&h o co la te

ro w nB e v e r a g e ilk D rin k e a lth

B e v e r a g e

B r e a d s p r e a d s ith a e e

a n g e H T M ilk

ProductsProducts


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ProductsProducts
http://images.google.com/imgres?imgurl=http://www.moneycontrol.com/news_image_files/icecream_165.jpg&imgrefurl=http://news.moneycontrol.com/mc_new/markets/marketnews/marketnews.php?category=100&h=165&w=165&sz=10&hl=en&start=34&um=1&tbnid=IHiqXvVfQzo9QM:&tbnh=99&tbnw=99&prev=/images?q=amul+products&start=20&ndsp=20&um=1&hl=en&sa=N


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ProductsProducts
http://images.google.com/imgres?imgurl=http://www.businesswireindia.com/attachments/Pic_2(22).jpg&imgrefurl=http://www.businesswireindia.com/PressRelease.asp?b2mid=13071&h=1472&w=1106&sz=176&hl=en&start=20&um=1&tbnid=KDNtDQjhMtF-DM:&tbnh=150&tbnw=113&prev=/images?q=amul+products&um=1&hl=en&sa=Nhttp://images.google.co.in/imgres?imgurl=http://malindesign.files.wordpress.com/2009/03/snacks-1.jpg&imgrefurl=http://malindesign.wordpress.com/2009/03/09/this-is-a-completely-different-story-about-a-snack/&usg=__J4uNGF2nWAUVB8tkem07ZAEWR04=&h=835&w=873&sz=110&hl=en&start=2&tbnid=ZbfgS2dwyDsrtM:&tbnh=140&tbnw=146&prev=/images?q=snacks&gbv=2&hl=en


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Value PropositionValue Proposition

Tangible-product portfolio.
http://www.mouthshut.com/product-reviews/Amul_Shakti-925046602.htmlhttp://www.mouthshut.com/product-reviews/Amul_Shakti-925046602.html


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AMUL PRODUCT RANGEAMUL PRODUCT RANGE
http://www.mouthshut.com/product-reviews/Amul_Shakti-925046602.htmlhttp://www.mouthshut.com/product-reviews/Amul_Shakti-925046602.html


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The Taste of IndiaTaste

Co-operativeSharing

HygienicallyPackaging

Consistency InQuality

Reasonable Price

perception of this brandperception of this brand


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Dimensions That Differentiate It FromIt's Competitors

" " - .nand pattern co operative systemm u l p ro d u c ts'Mascot as been the

" ery recognizable Amul babymbrella Branding Strategy

ts supply chain one of the mostiggest in India

Advertisingiquid milk distributed by vendorsiquid milk distributed by vendors

mul Parlors


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SALES TURNOVERSALES TURNOVER

-atest 20082009

alesurnover is

( ):s millions67113*** : :// . . / .Source http www amul com organisation html


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nnual Turnover Of Rs 6711( - )rore 2008 09, -s 10 000 crore mark over.he next year

our decades to become Rs, - ,218 crore entity But theurnover more than triple,o over Rs 6 711 croreithin ten years from 1999o 2009

Rate of growthRate of growth


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&hocolatesConfectionaries Cadbury NestlePizza Pizza Hut Dominos Nirulas Frozen pizza

Curd Nestle Mother Dairyltra High TreatedMilk Nestle Britannia

weet Condensedmilk Nestleottage Cheese( )aneer Britanniailk Additives Cadbury

Smithkline Beechamlavored Milk Britannia Nestle

Butter Britannia NestleCheese Britanniaaby Food Nestle Heinzairy Whitener Segment Nestle Britannia Localce creams HLL

CompetitorsCompetitors


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*** : ***ource Business Today

Market Share(%) of GCMMF (AMUL brand)Market Share(%) of GCMMF (AMUL brand)

in Various Product Categoriesin Various Product Categories

2008


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PromotionsPromotions


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http://www.mouthshut.com/product-reviews/Amul_Shakti-925046602.html


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o w d o y o u th in k th e A M U Lo w d o y o u th in k th e A M U Lra n d w ill d o if la u n ch e dra n d w ill d o if la u n ch e din te rn a tio n a lly ?n te rn a tio n a lly ?o u ld y o u like to b e th eo u ld y o u like to b e th era n d m a n a g e r fo r A M U Lra n d m a n a g e r fo r A M U Lb r a n d ?rand?


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FOREIGN BRANDFOREIGN BRAND

(U.K. BRAND)(U.K. BRAND)


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Yeo Valley Organic is part of a family-owned farming anddairy business thats based in Somerset.

Its founders, Roger and Mary Mead began making yogurtsusing milk from their dairy herd in 1974.

Production of organic yogurts was started in 1993.

Yeo Valley encouraged and helped the farmers to formOMSCO, the Organic Milk Suppliers Co-operative.

It aims to provide natural, nutritious organic food, selling atprices competitive with non organic rivals, to the widest

possible number of people, and to deal fairly with itssuppliers and customers.

Company InformationCompany Information


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ProductsProducts

M ilkB u tte rC re am s

ru it C o m p o te sC h e e s e sro z e n P ro d u cts

m o o o th A n dC re am y

ce cre am s

aturalYogurth ild ren 'sYogurt

h o le m ilkYogurt

a t Fre e Yo g u rto w Fa t R a n g e

re e k Y o g u rtre m e Fra ich e


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P r o d u c troducts


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P r o d u c troducts


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Perception of this brandPerception of this brand

Best quality

Best tasting

Healthiest range of children s yogurt

Higher fruit content than sugar content

Hygienic packingAttractive advertisements


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Dimensions That Differentiate It FromIt's Competitors

- ,atural Raw Materials No artificial additives, ,olours flavorings GM

, ,ngredients sweeteners or anything elsehat s not entirely natural00 organic dairy farms in the South Westo artificial fertilizers and pesticides for Cow's

razing landll Yeo Valley Organic products use packaging which

s designed to be easy-o recycle and as environmentally friendly as


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Yeo Valley has an annual turnover of190million andproduces 2,000 tonnes of yoghurteight million potsevery week.

The Yeo Valley Organic range makes up 40 per cent of

business production, has a 60 per cent share of theorganic yoghurt market and now includes other dairyproducts

SALES TURNOVER(2008)SALES TURNOVER(2008)


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CompetitorsCompetitors

M U LLE RU LLE R

R A C H E LA C H E L


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Market Share(up to 2008)Market Share(up to 2008)

h e Ye o V a lle y O rg a n ic b ra n d w a s th e th ird b ig g e st( )o g u rt b ra n d in th e U K a fte r M u lle r a n d D a n o n en d h a s a . %6 sh a re f a ll y o g u rts a n d o th e r.roducts h e b ra n d is g ro w in g m o re th a n 6 tim e s fa ste r th a n.h e m a rke t t is th e n u m b e r o n e o rg a n ic b ra n d in th e rg a n ic%a rk e t w ith 6 2h a re o f th e m a rke t a n d Ye o V a lle y O rg a n ic n a tu ra lo g u rt is th e n u m b e r o n e b ra n d in th e a tu ra l m a rk e t%ith a 2 3 sh a re .

h ild re n s ro d u cts h a ve a %0 sh a re o f th e to ta l


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Market Share(up to 2008)Market Share(up to 2008)

.H E U K Y O G U R T M A R K E T


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Rate of growth(up to 2006)Rate of growth(up to 2006)


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o w d o y o u th in k th e Y E O V A LE Yo w d o y o u th in k th e Y E O V A LE Yra n d w ill d o if la u n ch e d inra n d w ill d o if la u n ch e d inIn d ia ?n d ia ?o u ld y o u like to b e th e b ra n do u ld yo u like to b e th e b ra n da n a g e r fo r Y E O V A LLE Y b ra n d ?a n a g e r fo r Y E O V A LLE Y b ra n d ?


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Thank You !Thank You !

- Maheedhar- Maheedhar

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Brand Mangement Maheeder