COPY STRATEGY : AMUL

Description:

Amul means "priceless" in Sanskrit. The brand name "Amul," from the Sanskrit "Amoolya," was suggested by a quality control expert in Anand. Variants, all meaning "priceless", are found in several Indian languages. Amul products have been in use in millions of homes since 1946. Amul Butter, Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates, Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a leading food brand in India. (Turnover: Rs. 52.55 billion in 2007-08). Today Amul is a symbol of many things. Of high-quality products sold at reasonable prices. Of the genesis of a vast co-operative network. Of the triumph of indigenous technology. Of the marketing savvy of a farmers' organisation. And of a proven model for dairy development.




Copy Strategy:

1.Frame of Reference: Amul : The Taste Of India

2.Consumer Benefit: Tasteful, Delicious, quality, Low fat, low cholesterol, Provides energy to suit the needs of growing kids, a dairy in your home, healthy for all.

3.Reason Why: It is healthy and Good, expect to get more and more

4.Supporting Evidence: Reaches everywhere and dominates the other

5.Brand Character: Everywhere, Everytime, to all generations