Britannia “good day is the only Acche din ” we can afford
-Punny leone
Amul the utterly buttery taste of India has once again hit back, making space in the news column the issue being butter, yes u read it right !!!. Amul had debuted in the biscuit segment just a few months back and it has found itself locking horns with other market giants such as Britannia, Parle, and ITC. Amul advertisement claims that the cookies available in the market contain 0.3-3% of butter and 20-22% vegetable oil. The Amul cookies, on the other hand, contain 25% butter and is void of any vegetable oil. In the growing world of price, the rise can taste override our pockets?
In terms of pricing, other cookies are priced at Rs.10 for 40 gm pack. Britannia s Good day comes at a price which is just half the former’s price Rs 5 for 39 gm pack. strategically Amul is trying to justify their premium pricing by claiming to have a higher butter content.
In terms of overall market share, Britannia owns a market share of 34%, Parle has captured 29% and ITC has a share of 18% in the biscuits world. Amul at this point of time has just entered into the biscuit segment having a negligible share. Hence this advertisement campaign should not have major impact on its share with the known facts – limited manufacturing capacity of the biscuits, limited distribution capacities since it is sold only in few states, and absence in the online communication channel. The Advertising Standards Council of India (ASCI), has stated that comparative advertising was permissible however, the claims they make have to be factually correct and truthful.
An incident similar to this back in 2012 have garnered much attention when Amul went ahead to prove ice-cream and frozen dessert are 2 different consumables. India s largest FMCG company has emerged out as a winner when Amul ‘ s adv. appealed to mass to eat real ice cream made from milk rather than a frozen dessert made from Vanaspati . is there any difference between the two? As per Amul’ s claim, Ice cream is made from the milk fats while the frozen dessert is made from vegetable oil. HUL in its response filed a lawsuit in Bombay high court asking not to air the adv and also seeking damages Well it is up to the consumer to decide if this difference can bring about a change in their buying behavior
The growing number of brands and their cut-throat competition lays a huge impact on the consumer’ s buying decisions. The way advertisement portrays it leaves the audience in a dilemma. When it comes to brand loyalty or innovations, which one would supersede depends on the consumers!!
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