Thursday, 6 March 2014

Amul Branding

Me and my Friend Priti were on our way for a party towards town, on our way Priti happen to see the Hoarding of Amul at Bandra and read aloud “Utterly Butterly Delicious” in a funny foreign accent and we started our giggles.

She, like many others usually wonder looking at the Amul Brand Ads asked me the secret to Amuls brands unshakable market share and brand value.

She inquisitively loud her thought, saying “Amul’s utterly butterly campaign has the distinction of entering the Guinness World Records as the longest running campaign”

I answered, “If a brand’s value is to be judged by the ease with which it can be recalled, then Amul’s marketing campaign definitely wins hands down”

I explained “Absolutely, Amul has carved a very careful brand positioning space for itself in the minds of its consumers. Its clever use of topical events, has easily won the brand several accolades.

Amul smartly playing the role of a social observer, its weekly comments have tickled India’s funny bone since 1967, when Sylvester Da Cunha’s irrepressible Amul girl first had her say.

She further asked me “But what’s kept the brand going all these years?”
I continued “Amul have changed the packaging, our technology and their approach to marketing based on the changing taste buds of our consumers. Which I think is important for every brand to follow in todays competitive market.

However, when I had studied the brand carefully during my research what i came away understanding is that the only thing that has helped Amul sail smoothly is that they have not changed their core values—give the best quality product to the consumer, and at the best possible price. It holds true in any era for every brand in specially a FMCG category.

In fact, it is not just the core values at Amul that have remained the same; the core team associated with the brand is still the same. Even the advertising agency hasn’t changed, i think this all goes a long way and has played a pivotal role in the growth of Amul.

“This must have surely helped them maintain consistency in all their communication. Amul’s strategy of umbrella branding has also helped establish the brand firmly in people’s minds. What further surprised me during my research is the fact that they do not spend more than 1% of their turnover for marketing, compared to 7-8% (spent) by most of the food and consumer product companies,”

So, keep positioning your brand to your audiences heart and they will keep their pockets positioned to you! 

Healthy branding  
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