Volume: 1 Issue: SP14 Pages: 61-66

E-ISSN: 2583-1615
Impact Factor: 4.714

Received: 22/September/2022 Int. J Res. Acad. World. 2022; 1(SP14):61-66 Accepted: 23/October/2022

Impact of Brand Building in Rural Areas-A Case Study of AMUL

Dr. Namrata Khemraj Yadav and 2Shivangi Mali
*1

*1Assistant Professor Govt. Meera Girls College, Udaipur, Rajasthan, India.

2Research Scholar, Mohan Lal Sukhadia University (UCCMS), Udaipur, Rajasthan, India.

Abstract
In the world of globalization, the strength of a company depends on a branding strategy for the success of its products. Corporate branding
strategies are carefully crafted to appeal to rural consumers' market and attention dominance. Many foreign businesses are expanding into India,
one of the world's fastest-growing and most competitive marketplaces, as a result of rising globalization and international trade. Despite massive
efforts made by businesses to raise awareness of their products and services, large portions of the rural sectors in our country still lack. It also
demonstrates how much urban populations rely on the internet as a source of information, whereas rural populations rely on television
advertisements and mobile phone stores. Most corporate organizations make their branding strategy according to consumers of rural and urban
areas. Eg. Amul: “The Taste of India” had great influence of the rural area. The song Mero Gam Katha Parey, Jahan Dhudh Ki Nadiya Wahe
Mero Gam Katha Pare Ja,Dhudh Ki Nadiya Wahe Ja.. Still remembered by large number of people in a rural areas.

Keywords: Globalization, brand building, rural area, corporate branding, advertising and marketing, rural marketing

Introduction operates 222 distinct co-operative milk unions in 28 states.

According to Philip Kotler/Gary Amstrong a brand is defined Building a brand is the primary motivation for engaging in
as a "name, term, sign symbol (or a combination of these) that international marketing. Every single person knows about the
identifies the maker or seller of the product". products and their brand, from rural to urban areas.
A commercial and marketing idea known as a "brand" aids
consumers in recognizing a specific organization, item, or Objectives
person. Because brands are immaterial, you cannot physically • To study the process and strategy for brand building in
touch or see them. As a result, they influence how people the rural areas.
view businesses, their goods, or particular persons. Brands • To study the effect of brand building in rural areas.
frequently employ distinguishing characteristics to build their • To study Amul’s advertising strategies and examine the
identities in the marketplace. value of branding in the globalized world.
Rural marketing is a marketing system that involves the • The examination of the future-oriented advertising and
development, planning, pricing, and distribution of goods and promotion skills in respect of the traditional product and
services so that people in rural areas can access basic products rural areas.
at fair prices.
Rural area defines a places that have low population density Research Methodology (Based on Secondary Data)
and lack of amenities, living outside the city. It has a place In order to do the study with the help of the objectives, we use
where people. It has a region outside of the city or town a variety of strategies, methods, and data sources called
where there are fewer residences and less basic necessities, research methodology. In order to achieve the objectives of
making it potentially challenging to grow a brand there. this study we are using descriptive research methodology. In
Brand Building is a process that uses advertising, word-of- order to find a impact of the brand building in rural areas we
mouth marketing, and other strategies to increase a business's are taking the example of Amul. The case study done of the
sales and profits. It aids in building a brand's reputation with basis of secondary data available on the internet, newspaper,
consumers. Currently, many businesses prioritize long-term books and various other mode like official side of the Amul,
customer relationships over short-term financial gain. Annual report of financial year (2020-21)and the various
papers which are already published in various journal’s.
We Can Use Amul as an Example to Explain Brand
Building in Rural Areas Branding Build Process: To build a strong brand in the
For an Example: Since 1946 until the present, Amul has market major steps are as followed
been the leading milk product brand both in urban and rural
areas. According to information on the internet, Amul

*Corresponding Author: Dr. Namrata Khemraj Yadav < 61 >

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Fig 1: Market major steps to build a strong brand

Personalize the Brand: As part of brand personalization,

data is gathered, analysed, and insights are drawn to help
create a distinctive experience for each user.

Evaluate the brand: A brand's strength is measured through

brand evaluation.

Brand Description: A brand is an abstract idea used in

marketing or business that makes it easier for customers to
recognise a certain business, item, or person.

Differentiation and Positioning: Product features,

performance, attributes, quality, benefits offered, or
uniqueness can all be used to differentiate a product.
Positioning is based on product promotional aspects and is
carried out by advertising products as being superior to other
similar products on the market. Fig 2: Rural Brand Building Strategy

Brand Promotion: Brand promotion use a number of 1. Define a Brand: Defining the brand is the first step in
methods and tactics to highlight a company's personality, brand development. This is an extremely important step
values, and objective while selling products and brands. How because it ultimately decides what the brand genuinely
a firm operates and what items are produced reveals all of its stands for and what products and services the business
fundamental characteristics. will offer. The management must consider the company's
fundamental competencies while developing the
Rural Brand Building Strategy corporate brand. Similar to that, while developing a
Local media should be used to market companies like Melas, brand, take into account a wide range of skills and
Haats, film shows, street shows, and road shows in order to knowledge to enable customers to connect with the
create a brand that truly feels too rustic. A sustained campaign brand.
will increase brand loyalty and keep your brand top-of-mind. 2. Differentiate a Brand from the other Brand: Create a
The brands are therefore in good hands. These have a lasting distinctive logo and image in the customer's imagination
aesthetic impression and brand recognition. The rural public in order to distinguish the brand. We are using the Amul
is the intended audience, so the portfolio of event as an example. The marketing mascot for the Indian dairy
management must be properly handled with the extreme care company Amul is known as the "Amul Girl." The
and a wide-ranging perspective. management will position the brand in a way that will
enable customers to recognise and appreciate the better
worth of your brand over rival ones in the market once it
has developed a unique value proposition.

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3. Create and Promote Brand: It is essential to promote markets, the introduction of new products, and the
the brand once management has developed a branding addition of new milk processing facilities throughout
plan. In today's digital environment, branding is India.
promoted through a variety of channels including • AMUL is a major player in the globe today. By utilising
Instagram, Facebook, websites, and other platforms. It an automatic, computerised collecting system that
takes time and perseverance to develop a distinctive and decreases the time for weighing, quality testing, and
effective personal or corporate brand. payment processing from a few hours with payment due
4. Personalize the Brand: In a start-up business, the days later to five minutes with immediate payment, Amul
company must ensure that the brand is personalized has revolutionized the process for millions of small
because people in rural areas rely heavily on word-of- farmers.
mouth advertising. Customers fully perceive and • Amul solely purchases from women, a choice that has
experience the brand's personality. improved the status of women while building a positive
5. Evaluate the Brand: Following brand advertising, the brand image for India's largest food products company.
corporation needs check to see if clients are happy with Amul created a computerised quality testing system that
the product. Customer happiness is crucial for makes the process clear and fair to the farmer.
maintaining long-term relationships and a successful • The "The taste of India" campaign has established itself
business. The organisation must examine its market as a trend-setter. The brand name currently acts as a
approach as time goes by. For instance, Amul regularly contract with the average consumer. It gives the customer
reviews its marketing and advertising tactics to please its the reassurance that her requirements will be met. Days
customers and meet their needs. The best example of later, to five minutes and immediate payment is the
marketing and advertising strategy is the Amul doodles. seller's guarantee that quality is being delivered at a fair
pr.
We are using Amul as an example to examine the effects of • The Amul Federation and its 18 member unions'
brand building in rural areas. The following considerations provisional unduplicated group turnover has surpassed
are made Rs. 50,000 crores, which is also 17% more than the
• According to this Amul currently ranked (2020-21) as the previous [Link] organization's turnover was 38,550
eighth largest dairy organisation in the world According crores, compared to 8005 crores in 2009–2010.. The 18
to information obtained from the Amul Federation's Amul Federation member unions, which have more than
official website on dated 01.04.2020, the company has 36 lakh farmer members spread throughout 18,700
been growing at a compound annual growth rate (CAGR) Gujarati villages.
of more than 17% over the past ten years as a result of
increased milk procurement, ongoing expansion into new

Fig 3: (Official source)

The amul is currently advocating for sustainable development. The customer has the option to switch to another product at
The main aspects affecting the performance of the any time if they are dissatisfied with the current one. The
organisation are brand trust and customer satisfaction at the amul is currently advocating for sustainable development.
lowest price. The aforementioned factors make it evident that Customer satisfaction at the lowest price and brand credibility
a company can use branding to boost profit and maintain it in are priorities. In India, rural areas have more cultural values
a dynamic market. Since a major portion of the population in than urban areas do. Because of this, brand-building strategies
India resides in rural areas, every company and product has can be developed accordingly. For example, on Diwali, local
the opportunity to influence it through its advertising products like clay products can be used in conjunction with
approach. Organizations can accomplish their aims with the brand advertising to connect locals to the organisation.
aid of the local populace or the rural market since they have
poetnial customers.

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Fig 4: Amul Brand

Amul’s Brand Building Process with Help of Different

Advertising Strategies
Many individuals believed that AMUL's advertising approach
was the primary factor in the company's brand development.
From young to old, everyone is familiar with the brand name
AMUL and its marketing slogans, such as "Uttery Battery
Taste" and "Amul the Taste of India." In the modern world,
using a well-known brand name to keep a customer's trust
allows a seller to reassure customers that they are getting a
quality product at a reasonable price. To maintain a brand's
value, it is imperative to regularly assess the market strategy
and determine whether consumers are satisfied with the
offered goods, prices, and brand names.
Amul regularly reviews its market approach and makes
adjustments as necessary. AMUL products are mostly
recognized for their quality and affordability. AMUL never
lets their clients down, and they enjoy the brand loyalty of
their patrons. To maintain a brand's worth, it is essential to
regularly assess the market strategy and determine whether
customers are satisfied with the offered goods, prices, and
brand names. Due to the high quality of the products and the
brand devotion of the clients, AMUL also offered its products
in the worldwide market, where it had the same level of
recognition as in India.
The distinctiveness of Amul's advertising is the major factor
in consumer brand loyalty. Amul consistently presents a
distinctive advertisement that keeps its customers. AMUL
also sold their products in international market, at that place
Fig 5: (Official Source)
amul had same brand value as in india because of the quality
of product and brand loyalty of customers.

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An essential component of a successful brand is quality. Keep prioritised the average consumer and offers much higher-
in mind the "primary benefits"-the features that buyers quality goods than its competitors. The cost of AMUL goods
anticipate. These need to be given consistently and well. The has always been centred on growing its market share, but not
brand must constantly represent the highest hygienic and at the expense of taking advantage of customers. However,
bacteriological requirements while marketing food products. even though a corporation occasionally makes fewer
The most important quality is taste, and it should be mistakes, it also has a top-notch review process to ensure that
absolutely excellent. If a consumer receives what he pays for, every customer is happy. Amul is more than just a brand; it
he will be extremely satisfied every time. AMUL has always stands for trust, quality, and fair pricing.

Fig 6: (Source-The times of India-14.08.2022)

The Amul Model 1. Creation of a direct connection between milk producers

A milk union at the district level, a federation of member and customers by getting rid of intermediaries
unions at the state level, and dairy cooperative societies at the 2. Farmers who produce milk are in charge of its
village level are all part of the three-tiered Amul Model of production, processing, and marketing.
dairy development. 3. Professional management

Fig 7: (Official Source)

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Future-Oriented Advertising and Promotion Skills in to this strategy of presenting themselves as a local
Rural Area Inclding Traditional Product company so that people can identify themselves with
The rural population is now more enlightened about the these firms as their own.
product, its quality, and its pricing thanks to digitalization. 6. Due to social media and the accessibility of the internet
Therefore, the business does not need to advertise its goods everywhere, rural residents are now more aware of
extensively in the rural area. The rural folks can access brands and advertisements. As a result, businesses must
merchandise from the television, websites, social media, and be aware of all the parameters relating to their branding
any other medium. However, because consumers are more and advertising strategies in order to maintain strong
aware of product costs and quality in rural areas, businesses relationships with their clients.
must ensure that their goods meet or exceed industry 7. Using the amul as an example, data from the past ten
standards to keep their clients. Since everyone has a years that are readily available online show an annual rise
cellphone, businesses can communicate with their customers of 17%. Today, AMUL is a significant player in the
via telecommunication to conduct reviews and, if necessary, world. Millions of small farmers now benefit from a
take further action. process revolution thanks to Amul. Amul only makes
Firm is also mindful of branding strategy because consumers purchases from women, a decision that has raised the
today are more educated than they were in the past. When standing of women while enhancing the company's
promoting a brand, a company must make sure that the right reputation as India's largest food goods manufacturer.
product specifications, pricing, and other details are
mentioned. In India, 65 percent of the population lives in rural Many businesses have started initiatives for eco-friendly
areas, making it important for businesses to understand their products in response to the growing environmental concerns,
moral values. Due to several health and environmental saving trees and the environment while producing natural
concerns that have surfaced in recent decades, businesses are products. So that their band's reputation would grow
now more aware of the need for environmentally friendly quicklier-Mama’s earth product.
products. Companies in rural areas are not required to hold Due to the diversity of its population, culture, socioeconomic
meetings, seminars, etc., but they must be aware of their processes, etc., the ruler area has a significant influence on
morale values in order to effectively express them. brand formation. The bulk of the population still resides in
In the digital age, businesses may advertise rural goods as rural areas; they are the company's strongest clients and, in
well as create a strong brand for their business. Because of the general, are also brand loyal. Digitalization has made it
lack of infrastructure and sufficient financing that prevents simple to get product information, and now that rural
many small companies in rural areas from getting off the residents are also literate, they are aware of brand
ground. Local for vocal is the best illustration of how the specifications and product specifics. Therefore, it is simple for
government is now promoting entrepreneurship. The all businesses to communicate with them through advertising.
government has taken numerous initiatives to promote our Advertising significantly affects the development of the brand
own Indian brands on a global scale so that small company in the rural area.
owners might also have a platform to promote their
operations. References
1. [Link]
Conclusion GCMMF_sales_Turnover-2019-
1. The sales and profits of an organisation are greatly 2020_1st_April_2020.pdf
influenced by its brand since consumers are more 2. [Link]
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for companies to provide quality goods at reasonable mul_A_Cooperative_with_a_Brand
prices. 4. [Link]
2. In a world that has become more globalised, every nding_knowledge_Brand_building_beyond_product_and
company trades internationally. Consumers were greatly _service_brands
influenced by the company's brand. People are 5. Mandeep Choursia, A Study on Amul Doodles before
increasingly aware of brands and their advertising and during the lockdown. Mandeep Choursia,
strategies in western nations. 6. [Link]
3. In India, 65% of the population still lives in rural areas or e_brand_building_process_5_steps_to_building_a_strong
villages, where access to digital resources is limited. In _brand
these circumstances, businesses make sure that their
advertising strategies are tailored to their needs, such as
holding seminars, recruiting locals to promote their
brands, and using hoarding to increase brand awareness.
4. In the digital age, a company's brand secures its power in
the market, or more specifically, the market's future of
the company. The market niche and consumer perception
of the company are determined by how strong the brand
is.
5. The majority of multinational corporations are now
concentrating on local promotions, local products, pricing
strategies that take into account local needs, and local
distribution for Indian markets rather than using their
global marketing communications mix to draw Indian
consumers to their brands. Indian markets are switching

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