Marketing Strategy for Building a Successful Brand
Marketing Strategy Of Amul
Butter Cookies
The list of brands is long, topped by Britannia Good Day, followed by Priya Gold, Unibic, Parle 2020, Britannia Tiger, ITC Sunfeast Mom’s Magic, Bisk Farm, Anmol, and even the famous Pune Kayani Bakery Shrewsbury Butter cookies, among others. And in every mention, people made it a point to see something they have never done till now – look up the ingredients to see the butter %!
This is an unprecedented line of attack on every other ‘butter’ biscuit and is incredibly clever to rope in normal customers to join Amul in the salvo! This is also framing at its best – what was not even a matter of concern to most people has suddenly become an ‘I can’t unsee this now’ pitch!
Whether it is important to have that much butter in cookies or not
‘Amul
The Test of India’
This time, the battle is Amul vs. Britannia Good Day (so obvious from the cookies’ design!) and all other ‘butter’ cookies. Amul is sowing the seeds of doubt in customers’ minds over the quantity of butter in ‘butter’ cookies. And alleges that all other brands of butter cookies have a paltry amount of butter and more of vegetable oil!
Below, we are sharing the Two special things building Amul Butter cookie.
How much Butter?
All that matters, as an outcome of this brilliant campaign, both in print and online, is Amul has changed consumers’ perception of what to expect in butter cookies! What is being seen and noticed is that other butter biscuits have ‘poor quantity of butter’ and Amul butter cookies have 25% butter. This is truly a testimony to the amount of trust we Indians have towards Amul, the brand.
Vegetable Oil(%)
Amul cookies had 0% vegetable oil
Other Butter Cookies had 20-22% vegetable oil
Amul Proved
Thus, Amul escaped itself from any legal matter and they also proved to people that other cookies contain very little quantity of butter
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