Brand Analysis

Amul tru marks the entry of Amul into the Rs 2500 crore worth packaged juice segment in India. Amul, with the tagline The Taste of India is one of the most reputed diary brands in India. Amul is coming up with brand extensions these days, a few instances of which are Amul tru fruit drink and also Amul Happy Treats (frozen Ready To Fry products). Amul tru is available in 4 flavours namely Apple, Litchi, Mango and Orange. It is priced at Rs 10 for a 180 ml tetra pack. Seems the company has gone for a market penetration strategy concerning the product pricing as the competing products in this segment are priced much higher. The brand personality element associated with Amul is Sincerity and hence let us hope that price quality perception will not take the upper hand and backfire. Amul brings in product differentiation with regard to the ingredients used i.e. milk whey is used in addition to fruit extracts and claims that the drink is a protein source. This shows that the brand is giving