Question

Pick a local brand (from your city, region, or country) that has been very successful competing against bigger global brands in its product category

• Explore and determine if the local brand you picked has a well-defined and executed brand strategy?

• What are the elements of the local brand strategy that enabled it to achieve this success?
• minimum 250 words

Answer 1

Selected Brand - Amul (Anand Milk -producers Union Limited) is one of the successful Indian brands, is a dairy cooperative organization in India. Amul is an Indian Dairy brand that has a huge product line from milk products to ice-cream products. It is situated in Anand town in the Gujarat State of India. Amul is the reason for the white revolution of India and makes India proud by contributing to India making one of the largest producers of milk and milk products in the world. Amul consists of various product categories such as Milk, Milk powder, Butter, Cheese, Ghee, Ice-cream, chocolate, Paneer, Curd, etc.

Amul is one of the valuable brands in India and has gone ahead from its competitors in terms of quality, branding, price, and consumer perception. Amul is a global player now and has well-defined brand strategies that have been executed by the Amul to become a successful brand in milk and milk-related products around the world.

Elements of Amul Brand Strategy:

Amul's name derived from a Sanskrit word called "Amoolya" which means priceless. The unique selling point (USP) of Amul is its taste that differentiates Amul from its competitors. Today Amul means high-quality products at the lowest price, a Farmer's organization, and a proven business model for dairy products.

Amul is the brand that is trusted by all levels of society and Amul has maintained the quality up to date to be a trusted brand in the mind of consumers.

One of the strategies that Amul is using that it does not believe in market segmentation because the products that Amul is dealing with are used by all levels of society whether rich or poor, child or old, men or women, etc.

The Amul believes in quality and can not compromise the quality to lower the cost or increase the sales that are used by many global brands. Other global and local brands tend to use cheaper alternatives to reduce the cost, finding loopholes in government laws to get the product at a cheap cost, but Amul does not believe in that. The quality, the consumer faith is one of the reasons Amul has been become one of the successful brands not only in India but also in other countries.

Amul has advertised itself as a local brand that attracts local housewives (main decision-maker for FMCG products), local youth and everyone who believe in local and own country brand. We can find people are asking Amul butter in shops than any other international brands, sometimes they don't even know which other brands are selling butter or cheese in India.

One of the other advantages of this brand is its name. We can see another Indian brand most of them would have named themselves in such a way that it reflects the international name, but when you say Amul, it brings a local feel, an Indian feel.

The Tagline of the Amil is one of the brand strategies that make Amul is one of the successful brands is "The Taste of India" and the jingle that is used by Amul is "Utterly, Butterly, Delicious...Amul" has penetrated the brand in consumer and society minds.

The Umbrella branding strategy has helped Amul to become a successful brand in India. Amul has never used its 1% of revenue on an advertisement that explains the successful cost-leadership brand strategy of Amul.

These are the elements of Amul's brand strategy that helped Amul to become one of the successful locan brand in India.