Swot Analysis Of Amul

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BRAND’S IDENTITY, PERSONALITY AND SYMBOLISM
• The brand name AMUL has been derived from a Sanskrit work ‘AMOOLYA’ which means priceless. After the liberalization of the Indian economy in the year 1991, with the introduction of its campaign ‘THE TASTEOF INDIA’, AMUL has fetched a greater mileage for itself. The personality of the brand has been built since the year 1976 by symbolizing a cute little moppet girl dressed in a polka-dot frock as its mascot, making her a part of our daily lives.
• The fact that 'the brand never gets old has been reflected by showcasing the same six year old girl in the ‘Utterly Butterly Delicious’ advertisement. Casually coming in each time with an innovative dimension to making fun of something already existing, reducing the impact of the event …show more content…

After that year, AMUL started becoming a SOCIAL OBSERVER. The campaign of AMUL is a unique marketing device.
 Providing the brand a caricature, an emblem, a definite identity and then bringing it across with humor, satire and sarcasm to reflect current affairs, has been extremely innovative.
 It uses various advertising tools – most famous being billboards, hoardings with the AMUL moppet and topical adds.
 AMUL food festival, which has been held between October and December in about 50,000 retail outlets for the last four years.
 Hotel chefs are invited for the Chef of India promo to come up with recipes making use of as many as AMUL products as possible. This competition is conducted as city, state, national and international level.
 AMUL Moppet has a line for everything, right from politics to stars, from national to international news, from sports to stars.
 With Hing-lish (both English as well as Hindi) punch-lines on bill-boards, they have been awarded the maximum number of awards in India for their advertisement

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