case study on marketing strategy of amul

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Marketing Strategy of Amul – A Complete Case Study with Examples (PDF Included)

Home > Blog > Marketing Strategy of Amul – A Complete Case Study with Examples (PDF Included)

• Last updated on November 17, 2023

Amul needs no introduction. It is an Indian and very successful dairy products brand. I am sure, if you check now, you will definitely find an Amul product in your home. All love Amul, trust Amul, and use Amul but how did this happen? How Amul became what it’s today? it’s because of the marketing strategy of Amul .

Amul was started decades ago but then also it successfully maintained its brand image just like before. There is a genius marketing strategy followed by Amul . You will learn about this strategy in this article. Before moving towards the marketing strategies, let’s know about the company .

Bonus Read: Jio Marketing Strategy

Amul is derived from Anand Milk Union Limited . It was started by Dr. Verghese Kurein in 1946. Dr. Verghese is popularly known as the Milkman of India. The special thing about Amul is, it is not a private or public company. It is a cooperative society that started to provide justice to farmers in 1946.

At that time, there was a middleman in cities who offers a very less amount of money in exchange for milk. To solve this problem , Dr. Verghese started Amul with the cooperation of other farmers. Now there are no middlemen in Amul. Milk producers (farmers) sell products that offer them a good amount of money.

Amul Business Model

Amul has 5 pillars in its business model . It is a “for the people” company. There is no single owner of Amul, all villagers manage Amul Cooperative society. Here are the 5 pillars of the business model.

• Milk Producers
• Village dairy cooperation
• District Milk cooperation union
• State cooperative milk marketing federation
• The Consumer

The profit share of the products is distributed as shown in the above chart .

Must Read: Zomato Marketing Strategy

Amul Target Customer (Two Segments)

Amul targets those  customers  who need a good  quality product  at an  affordable  cost. The brand creates products for everybody that’s why we have  divided  its target audience into  two segments . Amul smartly plans marketing strategies for both of these audiences.

Business to Consumers (B2C)

Amul created products for  every age group  based on their interests and choices. Here are the names of a few products. They hold the Guinness record for the longest-running advertising campaign.

Business to Business (B2B)

In  T.V. advertisements , we generally see Amul focusing on the B2C market. But in reality, the brand has a  special interest  in the B2B category. B2B category people buy products in bulk and are regular customers that’s why they are very important for the company.

Amul’s Marketing Strategy

Amul’s unique and innovative marketing strategies differentiate it from other dairy brands. There is no single dairy products company in India, we have many. Amul dominated this competitive market with its smart marketing campaigns. Let’s know about each campaign in detail.

1) Amul’s Ad Girl Marketing Strategy

This is a  handmade drawing of a girl  which Amul created in 1967 in response to its rival brand. It is the most  loved ad  icon in India. Amul uses this girl in every ad. The activities of this girl change according to the ads.

You can see her   doing Yoga in some ads, whereas   playing cricket in others. Using this girl as an ad icon is  Amul’s best marketing strategy  so far.

2) Moment Marketing Strategy of Amul

Amul is using this  moment marketing strategy  for decades now. Previously, it was in newspapers and now it is on popular social media platforms like Twitter. As you can see in the above image, Amul used this  latest news of equal pay  for both  men & women cricketers . See how smartly, the brand used this news for its marketing purpose. This is the innovative  marketing strategy of Amul .

3) Low-Cost, High-Value Marketing Strategy

Amul targets the  mass market . It sells quality products at a  reasonable price  that everybody can afford. This increase the repeat customers of Amul. It is a  simple  but effective  marketing strategy of Amul . Delivering high-quality products at low cost is also a great competitive advantage of Amul.

4) Smart Tagline Marketing Strategy

Amul’s popular taglines, are “ Amul Doodh pita hai India ” and  “The Taste of India “ . These taglines subconsciously attract the audience and capture the mind space of consumers.  Creating jingles  and  taglines  costs  no money  but some creativity and psychological understanding of your consumers.

5) Sell all Products Under one Brand

Generally,  FMCG companies  sell products under  different brand names . Amul did this differently. They created one flagship brand ( Amul)  and started selling various products under that brand. Whenever Amul launches a new product, it sold out effortlessly because of its brand value. This is another great  marketing strategy of Amul  where it thought and acted out of the box.

6) Digital Marketing Strategy of Amul

Digital marketing is much  cheaper than traditional marketing . Amul sees this opportunity and after going digital, their  profit margins have increased  tremendously. Let’s understand the digital marketing strategy of Amul in detail. Amul uses social media, email marketing, and influencer marketing to promote its products.

SEO Strategy of Amul

Amul follows a smart SEO strategy. According to SEMrush, their website gets more than  960,000 visitors  per month. Most of its traffic comes from  branded queries .

As you can see in the above image, the  domain authority  of the Amul website is  59 . Whenever Amul publishes a new page, it easily gets ranked on Google due to its high authority. This is a good  marketing strategy of Amul  which helps in getting the right audience from Google.

Social Media Marketing Strategy of Amul

Followers on these social media platforms show Amul follows  innovative and highly engaging marketing strategies  to attract the audience. Otherwise, it is very difficult to attract someone in this  noisy world  where we have more content than needed.

FACEBOOK ADS MARKETING STRATEGY

As you can see in the above image, Amul creates a  brand awareness  of its new products through  social media paid ads . After a few days, there is a festival in India called  Chhath Puja . Amul linked that festival with their new product. This is an awesome  marketing strategy of Amul . Every social media marketer must learn from it.

To check the latest Facebook ads of Amul, you can visit the  Facebook ad library .

TWITTER MARKETING STRATEGY OF AMUL

Amul generally uses  moment marketing  to capture the  audience’s attention . You can see, the above post got more than 1000 likes in just 1 day. In India, people are in love with Amul’s cartoon marketing. After Amul, new tech brands like Zomato also started using the strategy to gain attention. Many times Amul’s tweets go viral so this is a free  marketing strategy of Amul  to reach a larger audience.

YOUTUBE MARKETING STRATEGY OF AMUL

Amul has more than  4 lac subscribers  on YouTube . Amul follows a good  content marketing strategy  on YouTube. They started a trend during  Covid-19  #SimpleHomemadeRecipes which is still running. More than  3000 videos  are uploaded on YouTube of these series.

Professional  chefs shoot these videos  and  Amul uploads  them on  YouTube . Amul saves all its content creation money. They just edit & upload the video. Chefs also get the opportunity to be featured on a 4 lac subscribers channel so it’s a win-win game.

In my opinion, this is the best marketing strategy of Amul which everyone should learn from. Amul got millions of eyeballs by just uploading these other’s created videos.

Popular Marketing Campaigns of Amul Dairy Products

1) #celebratingdrkurien.

The campaign was started in 2018 as a tribute to Dr. Kurien. It was a bike rally from Jammu to Gujrat. During the campaign, bikers met those farmers whose life has been impacted by Dr. Kurien. It was a very big campaign.

This was a very successful campaign. Thousands of people from different villages met these bikers. All national news channels covered this news and Amul got free marketing without paying a single penny. This was a good marketing strategy of Amul in rural areas.

2) #amulrecipes

Amul started this #Amulrecipes campaign on YouTube. They created more than 300 videos during the campaign. Today Amul has more than 4 lac subscribers on its YouTube channel. Amul got a huge subscriber gain after this campaign. Many of its videos have lakhs of views. During the video, Amul is using their own products. Every recipe needs a dairy product so Amul started creating these recipe videos to showcase their products.

3) Amul Classics

This campaign was started during Covid-19. After a long period of time, Doordarshan started showing Ramayana and Mahabharat on Television. At that time, people demanded Amul to telecast those 90s ads again. These ads were shown on Television as well as social media platforms.

On YouTube, Amul created a playlist of 88 classic ad videos. These videos got thousands of views. Amul follows genius marketing strategies,  their  marketing doesn’t feel like marketing” because people love their ads and creativity.

Here we end our case study on Amul’s marketing strategy. Amul is one of the most loved brands in India. Their ads are so attractive that nobody can ignore them. In this case study, we have covered almost all marketing strategies of Amul. At the end of the article, we have also mentioned the names of Amul’s popular marketing campaigns.

During our 4 month digital marketing course in Jaipur , we teach hundreds of case studies to our students. You can also join our course to learn more marketing strategies of Amul. Thanks for reading. Do share this Amul case study with your friends & family.

Which marketing strategy of Amul, you loved the most? Tell us in the comment box.

FAQs Related to Amul Marketing Strategy

Amul sells all its product under one name i.e Amul. We can get Amul Ghee, Amul Dahi, and Amul cheese. Everything is available under one brand name. Whenever Amul launches a new product in the market, it starts selling with no advertising because people trust Amul. This is a wonderful marketing strategy of Amul which I loved the most.

Amul’s business model stands on the 5 pillars explained above in this article. Amul is not a company, it’s a cooperative society so the milk producers also get a good income by selling milk.

Amul has an internal marketing team. They plan and execute marketing strategies regularly to test the new products.

The two most famous marketing taglines of Amul are Amul Doodh pita hai India ” and  “The Taste of India “ .

Parmveer Singh Sandhu

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Amul Marketing Strategy 2024: A Case Study

Amul is known as Anand Milk Union Limited and is found in Anand, Gujarat, India. Founded in 1946, it is now one of India’s leading brands, focusing on dairy products. This case study will go over Amul’s marketing strategy. We will see how it helped the brand grow and succeed in India’s tough market.

Key Takeaways:

• Amul operates on a “The Amul Model,” a three-tiered business scheme. It ensures customers get value for their money while also looking after farmers’ interests.
• The brand aims for a wide market in India with its pricing strategy. They focus on making products affordable.
• Amul has brought out some creative marketing efforts, like the famous Amul Girl. These campaigns help keep the brand in people’s minds.
• It also uses social media pages such as Facebook, Instagram, Twitter, and YouTube. Here, Amul shares captivating content to reach more people.
• During the COVID-19 pandemic, Amul shifted its marketing to focus more on digital areas. This move increased their online sales.

The Amul Model: A Three-Tiered Structure

The Amul Model is unique, breaking down the barriers between milk producers and consumers. This model creates a direct link that helps keep prices low. Farmers themselves manage the procurement, processing, and marketing , while a team of professionals oversees everything. This structure ensures quality and affordability.

Procurement

At Amul’s core is a strong system for collecting milk directly from farmers. It is built on a network of Village Dairy Cooperative Societies (VDCS). Located in rural areas, these centers are the main contact points for farmers.

By dealing directly with farmers, Amul ensures top quality and freshness. This approach removes the need for middlemen, offering farmers fair prices and creating a reliable system.

After collection, the milk heads to Amul’s modern processing facilities. These places follow strict quality rules, making sure the dairy products are safe and of high quality.

Amul’s processing is built on a cooperative model, giving power to the farmers. The farmers own and control these facilities, earning a fair share of the profit. This empowers them and brings a sense of pride in their work.

The final step in the Amul Model is marketing, ensuring Amul products reach people everywhere. Amul’s strong distribution network gets products to both cities and remote rural places. This system makes sure no one misses out on Amul’s offerings.

Supported by memorable branding and ads, Amul’s marketing is top-notch. The famous Amul Girl has become a brand icon, known for her clever ads. This marketing approach keeps Amul prominent in people’s minds, creating devoted customers.

Amul’s Target Audience: Mass Market Approach

Amul is a well-known brand in India with a broad approach. It aims to serve a variety of customers with quality and affordability. This strategy has won the hearts and loyalty of many Indians.

The company targets different consumer groups with its vast range of products. Whether it’s kids, young people, or those who are health-conscious, Amul has something for everyone. This approach has helped Amul become a major player in the Indian market.

But Amul doesn’t just cater to direct consumers. It also serves the business-to-business (B2B) market. This includes supplying to ice cream makers, restaurants, and coffee shops. They get high-quality dairy products tailored to their needs.

This wide-reaching approach helps Amul connect with a large number of customers. It maintains its reputation for being reliable and affordable. Through delivering consistent value, Amul has built a strong loyalty among its customers. It stands out in the market.

Amul’s Marketing Campaigns and Strategy

Amul has developed a variety of marketing campaigns to boost its brand. The Amul Girl, a cartoon character, is a key part of their advertising. She has become the most loved ad icon in India. Since 1967, her witty ads have set a world record for the longest ad campaign. These ads have won the affection of people across different ages.

Amul has also taken to digital marketing , using social media like Facebook and Instagram. They tap into current events to create content that clicks with their audience. This has helped Amul stay current and keep up its brand awareness in the fast-paced digital world.

Amul’s digital strategy focuses on making content that is engaging and share-worthy. They use hashtags to connect with people online and encourage them to share their own content. Working with influencers and strategic partnerships has helped grow their reach. This has brought more attention to Amul’s products.

Amul’s marketing efforts have effectively grabbed the attention of people everywhere. They’ve done this through a mix of offline and digital campaigns. This has made Amul’s presence in the market stronger.

Amul’s Marketing Strategy at a Glance:

Amul’s digital marketing strategy.

Amul taps into the power of digital platforms to reach more people and boost brand awareness. They have a strong presence on Facebook, Instagram, Twitter, and YouTube. This helps them connect with their audience effectively.

Amul’s strategy includes making content that catches their followers’ interest. They often show the Amul Girl, adding humor and making posts relatable. By touching on trends and events, they stay relevant and keep their audience’s attention.

Amul is great at moment marketing, making timely ads that follow the latest trends. This approach keeps them connected with their audience and keeps them in people’s minds.

Moreover, Amul knows how vital SEO is for online visibility. Their website gets lots of visitors and shows up well in Google search results. Effective SEO strategies help Amul stand out in search findings.

To show off their products and engage visually, here is a table with Amul’s main social media stats:

Amul has successfully used digital marketing to reach more people, increase brand awareness, and drive engagement. With a solid social media presence and smart SEO strategy, Amul keeps growing in the digital world.

Amul’s Innovative Marketing Strategies

Amul stands out in the dairy market with its clever marketing. It has used unique approaches to become well-loved. One major tactic is the consistent use of the Amul Girl mascot. It’s memorable and makes the brand easy to remember, helping consumers recall Amul easily.

All Amul products carry the same brand name. This “one brand, one product” strategy strengthens Amul’s reputation. It builds trust and loyalty among customers. People know they can rely on Amul’s quality.

Amul also catches attention with memorable taglines and jingles. These catchy marketing tools make Amul stand out. They play a key role in how people see the brand, setting it apart from competitors.

Amul’s marketing strategies have greatly contributed to its market success. The use of a beloved mascot, a unified branding strategy, and engaging marketing materials has cemented Amul’s position in the dairy industry.

Amul’s Marketing Campaigns: Case Studies

Amul is known for its powerful marketing campaigns. These campaigns capture consumer interest effectively. With creativity, Amul remains a leading name in the dairy industry. The brand has crafted campaigns that engage and resonate with people. Two case studies illustrate this success.

National Milk Day Campaign

The National Milk Day campaign is a highlight. It celebrates Dr. Kurien, known as the father of India’s White Revolution. Amul marked the day with a bike rally and a film about Dr. Kurien’s life. They also used hashtags to get young people involved. This diverse approach helped connect with the youth, honoring India’s dairy legacy.

“Simple Home Made Recipes” Campaign during the COVID-19 Pandemic

During the COVID-19 crisis, Amul introduced the “Simple Home Made Recipes” campaign. This initiative tapped into the growing interest in cooking at home. Professionals shared easy-to-make recipes in videos, using Amul’s products. These were popular on YouTube, boosting Amul’s subscriber count. The campaign promoted cooking at home and showcased Amul’s product range.

The success of these campaigns proves Amul’s marketing genius. They use themes that matter to their audience and create engaging content. This strategy keeps Amul in the minds of consumers, building a strong brand connection.

Amul’s Impact on Social Media Platforms

Amul has grown big on social media, with a lot of followers. Their posts often get shared widely. This shows they know how to connect with people online. They create content that people love, talking about hot topics to get everyone chatting.

Their secret is reaching out to people in a special way. They use moment marketing brilliantly. This keeps them in people’s minds, boosts their brand, and keeps their followers loyal.

Amul’s Social Media Presence

Amul is everywhere online, understanding the need to be where their fans are. They don’t just stick to Facebook and Twitter. They’re also big on Instagram and YouTube. This lets them talk to many different people.

On Facebook, Amul is a hit, celebrated by many followers. They mix their posts up with ads, promotions, and funny pictures. This variety keeps fans interested and happy.

Instagram shows off Amul’s visual side. Their account is full of cool photos and drawings of the famous Amul Girl. They like chatting with their fans, making everyone feel part of the Amul family.

Twitter is where Amul shines with their storytelling. They post clever and interesting stuff that gets people thinking. They’re quick to jump on trends, catching the eye of folks worldwide.

YouTube is another spot Amul does well. They’ve got all kinds of videos, from ads people love to cooking tips. They reach out to a wide audience with their varied content.

Amul’s Social Media Marketing

Amul uses many strategies to keep their audience interested. They stay current using trending topics and hashtags. This keeps their posts seen by many.

• Engaging Content: Amul’s posts are fun and get people talking. Featuring the Amul Girl, they share messages that stick in your mind.
• Interactions and Collaborations: Amul talks directly to fans and works with famous folks. This helps spread their message wider.
• Creative Campaigns: Amul’s campaigns are smart and make you think. They share their values in a way that sparks conversation.
• Moment Marketing: Amul is great at posting about current events. This keeps them relevant and in the public eye.
• Hashtag Strategy: Amul uses popular hashtags to join in on conversations. This helps more people see their posts.

Amul’s efforts in social media marketing have really paid off. They’ve built a strong brand, connected with many, and stayed on top in the dairy world.

Amul’s Dominance in the Indian Market

Amul stands tall as a leading brand in India’s tough market. They’ve cut out a big slice of the market for themselves. They did this by using smart marketing, keeping their brand strong, and never compromising on quality and price. These efforts have put them at the top, far ahead of their rivals.

Amul shines by serving both the B2B and B2C markets. This has helped them spread their reach. They meet the needs of various industries and a wide audience. Thanks to this strategy, they’ve welcomed more customers and become industry leaders.

Amul’s big win comes from their amazing distribution network. They’ve made sure their products can be found everywhere in India. Because of this, they reach people in cities and in the countryside. This has boosted their market power.

Table: Amul’s Market Expansion

Amul keeps a close eye on the market to stay ahead. They watch trends, customer likes, and what rivals do. This keen awareness lets them keep up with changes and keep their leading spot.

Amul is a true leader in India’s dairy market. Their commitment to being the best shows in their innovative ways, strategic marketing , and focus on customers. This dedication has secured their top spot and drives their success in a huge market.

Amul’s Success during COVID-19

Amul, a top dairy brand, faced the COVID-19 pandemic with courage. It didn’t just keep its place in the market. It also saw a boost in sales. The brand quickly moved its marketing online, reaching customers effectively during the pandemic.

With higher demand for dairy in the lockdown, Amul stepped up its digital marketing. They used online platforms to stay in touch with their audience. This led to a big increase in sales.

Amul also embraced e-commerce to make shopping easier for everyone. This move helped them overcome the pandemic’s challenges. They kept serving their loyal customers well.

Amul didn’t stop at digital marketing. They also focused on safety to ensure their products were available. They put the health of their consumers first. This reassured customers about the quality and safety of Amul’s products.

Amul showed great resilience and adaptability during the pandemic. They used digital marketing and e-commerce well. They also made sure their products were safe. These efforts helped Amul remain a leader in the dairy market.

Amul’s Swift Transition to Digital Marketing

When COVID-19 hit, Amul quickly began marketing online. This let them reach more people and keep them engaged. Physical meetings were hard, but Amul stayed connected.

Amul’s digital efforts focused on sharing engaging stories and recipes. They wanted content that their customers would love. This help meet the changing needs and feelings of their audience.

The brand effectively used social media for its digital strategy. They took advantage of trends on Facebook, Instagram, Twitter, and YouTube. This kept them relevant and in touch with their followers.

Amul worked with influencers and used targeted hashtags to boost their reach. These methods made sure more people saw their messages. This helped Amul grow online and keep their loyal customers.

Thanks to its strong digital marketing, Amul expanded its online presence and gained new fans. They adapted well to the digital world. This helped them lead in the industry despite the pandemic’s challenges.

Amul’s marketing strategy has been a big part of their growth and success. Through creative campaigns and digital marketing, they’ve won over customers. Amul is now one of India’s most loved and trusted brands.

Their quality, affordability, and care for customer satisfaction stand out. In a competitive industry, Amul shines because of its unique brand and marketing. Their focus on value and supporting farmers through the “Amul Model” has led to success.

Amul is growing both in India and worldwide. Their marketing plays a key role in this growth. Built on innovation, focusing on customers, and strong brand positioning, Amul is set to stay on top. Their story shows the strength of great marketing in achieving success and leading the market.

What is Amul’s business model?

Who is amul’s target audience, what are some of amul’s marketing campaigns and strategies, how does amul implement its digital marketing strategy, what sets amul apart from its competitors, can you provide examples of successful marketing campaigns by amul, how does amul utilize social media platforms, what is amul’s market dominance in india, how did amul perform during the covid-19 pandemic, what is the overall impact of amul’s marketing strategy, related posts.

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Case Study On Amul’s Digital Marketing Strategies [Download PDF]

• March 27, 2024

Table of Contents

Amul claims themselves as The Taste of India, but arguably, we’d say they’re even the marketers of India. No matter the platform or medium, Amul has always put its best foot forward, being appealing and cute at the same time, and setting new standards with every new campaign.

Today, Amul has managed to make space in almost every household in India, providing top-quality dairy products and truly being Amul – The Taste of India.

Amul is a brand to study and absorb for any entrepreneur, with a growth rate of 30% and a market share of 86%. It’s come up with its iconic marketing technique that can genuinely be described as Utterly, Butterly Delicious!

Reaching this threshold has been a story that can inspire and lead the way for many marketers to craft their strategies, especially on the digital platform. This blog will discuss various aspects of Amul’s digital marketing strategies and how they use each platform to advertise their products creatively.

About Amul (The Taste of India)

74 years ago, a group of troubled farmers in Gujarat approached Sardar Vallabhai Patel, tired of unfair trade practices by local traders who exploited them. Today, in 2024, we all consume Amul’s products day in and day out. The humble journey was led by Dr Kurian, who led the cooperative.

They underwent a digital transformation in 2014 when they first introduced a YouTube-only ad campaign.

Post that, they have seeped into different social media and digital platforms to generate awareness and connect with their audience in real-time.

However, they continue to use their initial identities – The Amul Girl and their tagline, Taste of India .

Amul was Successful for the reasons mentioned below;

• The dairy was owned by the farmers themselves.
• The farmers selected their representative, who managed them.
• Professionals were employed to operate the business.
• The cooperative ensured that they adhered to all the needs of the farmers.

In March 2024, Amul is all set to serve its fresh Amul milk products International market by launching its products to Americans.

At the 108th annual meeting of the Michigan Milk Producers Association (MMPA) at Novi, Michigan, USA, Dr Jayen Mehta , Managing Director, Amul, announced their association with MMPA to nourish and energize American and Indian consumers in the USA with the goodness of fresh Amul Milk.

He added that the Amul team is very honoured and pleased to launch Amul’s fresh milk range for the 1st time anywhere outside India, bringing the taste of India to the world, in alignment with the vision of Hon Prime Minister, Mr Narendra Modi , to make Amul a global dairy brand.

Amul has mentioned the following Amul products are now available in the USA: ◆ Cheese ◆ Ghee ◆ Chocolates ◆ Mithaimate ◆ Cheese Spread ◆ Shrikhand ◆ Butter ◆ Ice cream ◆ Gulab Jamun ◆ Amulya ◆ Basundi ◆ Lassi ◆ Paneer ◆ Beverages ◆ Rosogolla ◆ Frozen snacks ◆ Frozen sweets ◆ Mango Lassi ◆ Buttermilk

In Amul’s exports abroad section, they have mentioned all the information about their international move with Amul fresh milk products, including the product details, packaging, flavours, importers, distributors, etc.

In this way, the Amul model became more popular and grew multifold ever since its inception. Through its digital marketing strategies, Amul received the following results: 

• Amul has developed an unshakable link with its consumers, particularly Indians, without resorting to rigorous marketing/advertising.
• Amul milk is the most popular product, and it is fair to say that Amul is synonymous with milk in our country.
• The brand’s trademark is “Amul Girl,” which distinguishes it in every way.

• Because today’s population is largely comprised of youth, the company has made itself highly interactive on social media channels, allowing its new items to gain a lot of exposure.

Why Should One Study Amul’s Digital Marketing Strategies?

Marketers can learn a lot from Amul’s digital marketing strategies. Each of their strategies has proved successful and left a mark on people.

Here are some of the key things that can help marketers curate their digital marketing strategies:

1. The Amul Girl

The Amul Girl is the company’s official mascot. It’s a hand-drawn cartoon of a young Indian girl with blue hair and a pony tied up, dressed in a polka-dotted gown. In 1967 , the Amul Girl was established to respond to Amul’s competitor brand, Polson’s butter-girl. It has set a new world record for its longest-running advertising campaign!

2. Amul’s Branding

Amul sells all its products under the same brand name. Whether it’s milk, cheese, any other dairy product, delectable ice creams, or just launched rusks/biscuits, advertising costs less than 1% of the product’s income.

Because the “Idea of India” is here to stay for all eternity, this brand’s tagline-driven positioning can afford to stay current, topical, and relevant.

This is the mantra that all brands strive toward at every given time. Every time Amul introduces a new product, the embedded positioning assists the brand in indigenising the concept.

3. Amul’s Target Audience and Taglines

In its short marketing videos, Amul Doodh Peetha Hai India, Har Ghar Amul Ghar, Pehla Pyaar Amul Pyaar , and other taglines have become well-known in advertising.

Every commercial has left an impression and accurately reflects the organization’s values and target audience.

These are some of the many things marketers can learn from Amul’s digital marketing strategies .

Let’s now get into each of their strategies’ details and see how one can learn from them.

Amul’s Digital Marketing Strategies: 

1. amul’s social media marketing strategy.

Amul social media marketing strategies employ many social media strategies to keep up with the social landscape and interact with audiences in real-time.

Let’s briefly look at their Instagram, Facebook, Twitter, and YouTube marketing statistics;

Let’s look at each of these platforms closely and understand their digital marketing strategies;

Amul’s Instagram Marketing Strategy

Amul’s Instagram has 402k followers and is constantly growing. Amul has been quite active on Instagram, engaging users with various competitions. For instance, it posts content directed towards the IPL 2022 to make it more relevant. They post quizzes, polls, opinion-based posts, etc., that can increase their engagement.

The number of followers has been steadily increasing due to the brand’s frequent feeds promoting its products and services. They also post many images for celebrations and particular festivals. With smart copywriting and innovative designs, they ensure that their Instagram account is always updated and appealing.

View this post on Instagram A post shared by Amul – The Taste of India (@amul_india)

What is Amul’s Instagram Engagement Rate?

Amul’s Instagram engagement rate is 2.85%, with an average of 11,325 likes and 25 comments .

Also read: Cadbury’s Digital Marketing Strategies

Amul’s Facebook Marketing Strategies

Amul already had a successful content tool in its brand Amul Butter, which is used in print, outdoors, and on occasion on the web, so it was not difficult for the company to make a move to Facebook.

The company utilised the Butter Girl to create content that focused on current events, but in a unique way that gained a lot of traction, especially among the youth.

Amul has been quite active on Facebook, engaging users with various competitions. For instance, it developed the ‘Meme You’ campaign to encourage people to make memes to disseminate the message “Eat milk with every meal” .

The number of followers has been steadily increasing due to the brand’s frequent feeds promoting its products and services.

Aside from the Amul girl in multiple posts, other products’ visuals, such as ice creams, health drinks, and other beverages, are methodically worked on and designed to be as appealing as possible.

Amul is currently celebrating its founder, Dr. Verghese Kurian, as Desh ka Doodhwala, through its Facebook campaign. Posted over 21 weeks ago , and it has 3.8 million views on Facebook. 

What is Amul’s Facebook Engagement Rate?

Amul’s Facebook engagement rate is 2.43% , with an average of 39,000 likes and 481 comments . 

Amul’s Twitter Marketing Strategy

The content on Twitter is nearly identical, but it has surpassed the follower count of several Indian firms. Because of the brand’s incredibly relatable visuals, people have rejoiced with it on many occasions and at high-energy events. As we all know, Twitter is more about expressing oneself or sharing one’s experiences.

It has some people who, like satisfied customers, may not have had a positive experience with the brand and have expressed it on their Twitter profiles. However, Amul’s social media staff has never shied away from admitting their error and correcting the issue in front of millions of people. Compared to other brands, this gave them a strong grasp of the social circuit.

What is Amul’s Twitter Engagement Rate?

Amul’s Twitter engagement rate is 0.35%, with an average of 1,217 likes and 106 retweets per tweet. 

Amul’s YouTube Marketing Strategy

Amul’s YouTube ad first went live in 2014. The three-minute film was broadcast exclusively on YouTube by the Gujarat Cooperative Milk Marketing Federation (GCMMF), which owns the Amul brand. It’s Amul’s first social media release, and it’s part of the company’s effort to reach out to a new generation of customers.

Amul now has a YouTube following of 475K subscribers.

They actively post YouTube videos of recipes and their products, and carry out campaigns like the one where they introduced Dr. Kurian. 

They have also made use of YouTube Shorts to post small videos and capture the attention of their audience. 

What is Amul’s YouTube engagement rate?

Amul’s YouTube engagement rate is 0.04%, with an average of 11 likes and 0 comments per video.

2. Amul’s SEO Marketing Strategy

According to SEMrush, Amul has a domain score 38 and receives 2.5K of traffic from organic sources. They have seen a 31% rise in numbers recently. 

Tracking Amul’s keywords, you realise that there are only four organic keywords that bring you to Amul’s website, which are: Amul butter nutrition, amuls, Amul login, and Amul.

Amul holds the #5 website rank in the food and drink category and is at #181,495 globally.

Also read: Digital Marketing Case Study Of Nestle

Amul’s Top Digital Marketing Campaign Case Study

The amul girl and moments marketing.

As a part of a long-term strategy, Amul uses moment marketing across all its platforms – be it traditional, digital, Instagram or Facebook. Here are some of their recent moments:

1. The Alia-Ranbir Wedding

2. the third vaccination, 3. ipl 2022, 4. the beginning.

Amul is now more than a brand; it is a movement that embodies public sentiment.

The chubby-cheeked Amul girl continues to voice her opinion without fear, as if she were speaking for the entire country of India.

As you can see, Amul has made inroads into the internet world to promote its products and brands. If you want to establish excellent digital marketing strategies for your firm, you can enrol in Digital Scholar’s online digital marketing course . This course is designed for students interested in learning everything there is to know about digital marketing and how to use it to grow their business.

Are you ready to elevate the image of your organisation to new heights? The greatest moment to enrol in our free digital marketing course is right now!

Which is your favourite illustration of the Amul girl? Please let us know what you think in the comments area below.

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Written By Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

One Comment on “ Case Study On Amul’s Digital Marketing Strategies [Download PDF] ”

Making an online strategy is very easy, but implementing it well is the key to success, and Amul implemented everything very well. Amul used the right combination of all these platforms to give the business a strong online presence. Keeping up with current trends and continuously adapting to the audience is important for any brand today.

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Amul is an Indian milk cooperative society based out of Gujarat. t is under the ownership of Gujarat Cooperative Milk Marketing Federation Limited, Department of Cooperation, Government of Gujarat. Today, it is controlled by 3.6 million milk producers. Mr. Tribhuvandas Kishibhai Patel laid the foundation of Amul in 1946. Later, Verghese Kurien joined Mr. Patel as the general manager. To manage and assist the marketing and technical department of the cooperative. After Mr Patel died in 1990, Kurien became the chairman of Amul and the face of its success. 

History of Amul

The main motive behind the commencement of Amul was not profit-making but a fight against the exploitation of Polson towards the Dairy farmers. Polson is the name of a dairy products brand that was started in India by Pestonjee Eduljee in 1915 in Mumbai. Dairy farmers of Kaira, along with Mr Tribhuvandas Kishibhai Patel, went up to Sardar Vallabhbhai Patel. To get a solution for the exploitation they were facing by Polson because the prices of the milk were fixed arbitrarily by the Giant,  making it very hard for the Dairy farmers to make ends meet. Sardar Vallabhbhai Patel advised the farmers to form a cooperative and sent Morarji Desai to organise the farmers.

After a meeting in Chaklasi, the farmers formed the cooperative and decentralised the whole milk pooling system. Most of the farmers were only able to provide 1-2 litres of milk daily. They were the ones who most benefited from the formation of the cooperative. Later, this cooperative was named AMUL under the leadership of Mr.Tribhuvandas Kishibhai Patel.

Seeing the success of Amul in the Annand district, neighbouring districts of  Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were set up with similar cooperatives, and this was sometimes described as the Anand Pattern. 

White revolution & AMUL

White Revolution popularly, known as Operation Flood, was a government-led initiative with the Spearhead cooperative Amul. The main aim of the revolution was to increase the milk production in the country. Indeed, it was a significant success for India, since India ended up being the top producer of milk and milk products in India. In 1973, an apex body called the Gujarat Co-operative Milk Marketing Federation Ltd was set up to facilitate the marketing of these district cooperatives. The world’s biggest dairy development program, led by Dr. Verghese Kurien. ‘Operation Flood’, as it is otherwise known, transformed the dairy-deficient nation into the global leader in milk production. For the millions living in rural India, milk farming became the largest source of employment and income.

During the 1960’s India had the highest cattle population, & yet India stands among the lowest milk producers in the world. Between 1961 and 1970, the nation had to be dependent on imports to fulfil their dairy needs. The idea behind the white revolution was simple, eliminate the middle man, directly connecting the consumers with the dairy farmers. When farmers were getting a better price for their product they felt incentivized. Hence, they were willing to increase the production of milk, and other milk products. With the combined success of Amul and the white revolution, Mr.  Verghese Kurien went on to be called as the milkman of India. The dairy engineering graduate transformed a dusty little town in Gujarat into the milk capital of India. 

5 Key factors that led to the success of Amul

Utterly, buttery, delicious! I bet almost all of us have heard this jiggle at least once in our lives. Or have noticed that vivacious little girl on the packs of Amul butter? She became the ultimate advertising mascot for Amul to date. Amul has smartly used the girl mascot to advertise their brand associating it with humour and and how children like everything with butter. Hands down, even today, it is still remembered as one of the best marketing campaigns.

Decoding the whole Supply chain 

One of the main and biggest reasons for Amul’s success was that they managed the whole supply chain of milk production so efficiently. Starting from the pooling of milk from various small dairy farmers to supplying it to the end consumer. Amul follows a three-tier cooperative structure which consists of a dairy cooperative society at the village level that is affiliated with milk unions at the district level, which in turn is federated to a milk federation at the state level. Milk is collected at the village dairy society, procured and processed at the district milk union and marketed at the state milk federation.

Constant innovation

Today Amul has over 2000+ products under its brand name. Started just as a milk cooperative is today the biggest gaint in the milk and dairy product segment. And it’s not just about its product line but also its marketing campaigns and strategies. Their most recent social media campaign #BEMOREMILK is gaining popularity immensely. 

Diversification

With daily constant efforts, Amul managed to carter every dairy-related segment. Making products for the needs of the kids, men, women, health conscious & taste conscious. You name it & they have it.  Through consistent efforts, Amul has managed to have a diversified portfolio in terms of products & it is very hard for any new player to enter the market.

Trust building

By delivering the best quality products at low rates, Amul has built trust and brand loyalty among its target market. Also, a fact to notice is that Amul was the first company to offer condensed milk at affordable prices and made a significant mark among the lower-income group. 

Business model of Amul

So Amul follows a three-tier business model to provide milk to us. The first tier is the village dairy cooperative society, next is the district milk unions & then there is the state milk federation. 

Village Dairy Cooperative Society

This is the lower and the first tier of the business model of Amul. Here, local daily farmers come and pool their milk. Depending upon the quality of milk, it is segregated and accordingly is supplied ahead to the next tier i.e. district Milk unions.

District milk unions

The milk is then brought to the district milk union centres for processing and packaging. Here the quality of the milk is checked and tested, whether it is fit to be delivered to the market or not. Then the milk is graded depending on its properties like fat concentration, water concentration, nutritional value etc. 

State milk federation 

This is the last and the final stage of milk production. Here, the packaged milk arrives, which is distributed to the suppliers for supplying it to the retailers. Here the manufacturing of the other dairy products takes place. And the final product is delivered to the market.

4P’s of Amul Marketing Strategy

Product Mix 

Amul offers a wide range of products to its customers making it a trustworthy brand among consumers. The cheese and the ice cream segment of the amul are their cash cows. Contributing a significant share in the revenue of the business. Also Amul Ice Cream is among the top 10 ice cream brands in India. Recently amul has also entered the chocolates and lactose-free dairy product segment to cater for the needs of the changing India. 

The pricing strategies of Amul include a combination of competitive and low-cost pricing. Amul began with the vision to provide the best quality dairy products at affordable prices. The pricing of different products is taken into account by different factors such as the price of raw materials, labour cost, farmer’s profit, transportation cost and storage costs. Amul is pursuing a low-cost strategy for products commonly used like milk, ghee, butter and so on, where they offer these products at a lower price than their competitors. For products like Amulspray, Prolite, condensed milk and more the company adheres to a competitive pricing strategy, where the price of these products is similar to their competitors.

Promotion Mix

Amul is one of the few cooperatives that consistently deliver memorable brand promotions to the audience leaving a long-lasting impact. Like the world-famous Amul girl designed by Mr. Eustace Fernandes or the jingles like utterly buttery delicious Amul! And their iconic tagline the taste of India. The way Amul incorporates the humour of the cartoons in delivering heartfelt messages is commendable. 

Their recent cartoon tweet to celebrate the success of Pathan a Shah Rukh film was also catchy.

Amul distribution channel takes place through 2 mediums. First is the procurement of the milk. Farmers provide milk to cooperatives, and milk is gathered in bulk and transported to the processing plant. That milk is used to produce the final goods at the production plant. The second channel is In charge of getting the finished product to the end-users. ​​Carrying and forwarding agencies, distributors, dealers, and retailers are all part of the distribution chain.

Read this also – Are ETFs good for beginner investors?

FAQs (Frequently Asked Questions)

• What is the full form of AMUL?

AMUL stands for Anand Milk Union Limited.

• Who is the owner of Amul?

Amul is cooperative and is not owned by any single person.

• Which state is associated with Amul?

Amul is a cooperative in association with the Gujarat Government.

• Is Amul an Indian Brand?

Yes, Amul is an Indian brand.

• How many products does Amul have?

Amul has roughly 2,000 products under its brand name.

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Amul Marketing Strategy: How it became The Taste of India

Learn about amul's iconic marketing strategy and advertising campaigns. read how amul aces the 4ps of marketing mix - product, price, promotion & placement..

• overview#goto" data-overview-topic-param="story">Amul's Inception Story
• overview#goto" data-overview-topic-param="mix">Amul's Marketing Mix
• overview#goto" data-overview-topic-param="strategy">Amul's Marketing Strategy
• overview#goto" data-overview-topic-param="Top">Top Marketing Campaigns
• overview#goto" data-overview-topic-param="key">Key Takeaways

Amul doodh Peeta hai India...   If you're an Indian, I'm sure you can sing this sentence in your head!

Image source: Facebook

Anand Milk Union Limited or Amul is one of the world's leading milk producers and marketers, with a long history of success. From its humble beginnings as a small dairy in India, Amul has risen to become the 8th largest milk processor globally in the list of top 20  published by the International Farm Comparison (INFC) , a global dairy research network.

Source: Facebook

Its strong presence in international markets reflects its products' high-quality standards, which have won numerous awards over the years, including the World Dairy Innovation awards 2020 and the prestigious National Quality Award 2020 .

Image source: Amul.com

The famous 'Amul girl' with blue hair and an orange face is thirty-nine years old now, and you still remember her as the first brand ambassador for milk in Indian history - a true brand icon for many!

But how does Amul manage to sustain this position? Isn't it unbelievable that despite the competition it continues to outperform its competitors?

The secret lies in the strategic blend of its product differentiation and its unique marketing strategy of Amul. Let's dive deeper into this and find out.

Amul – The Inception Story

Amul was established as a result of a cooperative movement in Anand, Gujarat, against Polson Dairy, which bought milk at meager low prices from local farmers in the Kaira district and sold it to the then-Bombay government. Everyone gained from this commerce except the farmers.

The district's farmers reportedly turned to Sardar Vallabhbhai Patel for help after becoming enraged by the unfair and deceptive business methods. In order to cut out middlemen, he urged them to establish their own cooperative so that they would be in charge of marketing, processing, and procurement.

The Kaira District Co-operative Milk Producers Union Ltd., now more commonly referred to as Amul Dairy, was founded with just two village dairy cooperative societies.

Image source: Forbes India

Thanks to the inspirational guidance of Tribhuvandas Patel, the founding Chairman, and the devoted professionalism of Dr. Verghese Kurien, (popularly regarded as the Milkman of India) who was given the responsibility of managing the dairy from 1950, Amul grew steadily and successfully.

Marketing Mix of Amul

Let's explore Amul's strong marketing strategies, including its pricing strategy, marketing mix, and more.

When it comes to dairy products in India, Amul is one of the brands with the most product variety and it makes use of the umbrella marketing strategy. In comparison to its rivals, it offers the most variety of quality products.

Amul Cooperative Society is one of the largest milk cooperatives and manufacturers in the country. The cooperative made sure that all of the farmers' needs were met. As a result, the Amul model gained popularity and has expanded exponentially since its inception.

The diverse range of Amul products includes different variants of fresh Amul milk available like Amul milk powder, toned milk, skimmed milk, and buttermilk, as well as a range of products made from milk such as Amul butter, Amul lite butter, Amul pizza cheese spread, Amul dahi, ghee, etc. to suit all Indian consumers. Amul is a significant player in the mass market, with a 90% market share in just butter !

Image source: Forbes

Although Amul's product quality hasn't been matched yet, the dairy segment spectrum of items faces plenty of competition. Butter, Amul cheese spread, and ice cream from Amul will always receive high marks for taste and quality in polls.

Image source: Flipkart

Image source: Amul Ice cream Facebook

Amul Chocolates has been working hard to move up the food chain alongside other rapidly expanding companies like Nestle and Dairy Milk. One of Amul's main competitive advantages is the fact that no other brand has been able to develop a product portfolio Amul has made!

Amul's Pricing Strategy

Like any other brand in the market, Amul also seeks to create a competitive advantage through effective pricing.

By selling Amul products at low cost, they have managed to reach their target audience and provide them with a wide range of products to choose from. Being the first Indian affordable dairy brand to market condensed milk, it has built a significant consumer base among the lower-income groups in the country.

For products with a lot of competition, Amul used a competitive pricing strategy, such as a one-on-one offer. As the income of the audience grows, Amul brand raises the price of its products. Therefore, this pricing strategy enables Amul to retain its great customer experience .

Promotion: Amul's Advertising Strategy

Whether it is television, social media, or print media, Amul places a strong emphasis on using advertisements as a main tool of promotion and engagement. Without advertising, they could've not reached their target audience. They still hold the Guinness record for 'longest-running advertising campaign.

Amul also created a number of taglines during the earlier years namely, "Amul doodh peetha hai India", "Utterly Butterly Delicious, Amul's!", "Har ghar Amul ghar" and many more in its advertisement videos.

Amul's Digital Marketing Strategies

Amul's digital marketing strategy has been nothing short of spectacular and the brand has seen phenomenal growth in recent years. The traditional marketing of Amul through its moment marketing strategy made the best use through social media platforms like Facebook, Instagram, and others, while not having as much of a presence on television commercials as it formerly had.

Aside from Facebook and Instagram, Amul has a sizable following on Twitter as well. It has withstood the test of time and evolved alongside by adapting consumer-friendly strategies and the changing marketing landscape. Customers retweet the Amul Girl graphics, and Amul takes notice and responds. On Twitter, it also frequently holds giveaways and contests. In addition, Amul responds to customer complaints on social media promptly and perfectly.

Amul's Target Audience

Amul caters to customers who require quality products at reasonable prices. Since Amul established its products for everyone, we divided its target audience into two categories. Amul's marketing strategies are planned strategically for both of these target audiences.

Targeting Primary Consumers (B2C)

Amul created a line of products for each age group based on their interests and preferences. Here are a few examples of products.

Kids:  Amul milk, chocolate, Amul Kool drinks, Nutramul

Youth: Amul cheese spread, Amul Pizza Cheese

Health Conscious: Amul lite butter, Nutramul, Amul Shakti, Sugar/skimmed milk powder

Targeting Secondary Consumers (B2B)

In most of its Television advertisements, Amul focuses on the B2C market. However, there is a much larger B2B segment within Amul that requires a lot more attention.

Milk: Restaurants, Ice cream manufacturers, Tea & coffee cafes, and local food stalls

Butter, Ghee, Cheese, Paneer:  Restaurants, Bakeries, Food stalls, etc.

Placement and Distribution: Marketing Strategy of Amul

Amul stands out as a national icon not only because of its good marketing strategy but also, with the exclusive Amul shops and distribution centers that it has opened across India.

The company has thus been able to reach out to customers directly, giving them easy access to its products. This has helped to increase its customer base substantially over the years.

Image source: NDTV

Amul's products are also sent to households across India thanks to its extensive network of distributors. Distribution models rely on bulk purchases that are broken down into smaller increments before reaching the consumer. With its distribution network, Amul is able to cater to the varying needs of its customers.

Distribution of Amul occurs via two distinct channels:

What Amul calls its "acquisition channel," is where the company sources its milk from small farms and dairy cooperatives for use in its factories. From there, the raw material is processed into various dairy products.

Carrying and forwarding agencies, distributors, dealers, and retailers make up the distribution chain. All Amul products can be purchased through official Amul retail outlets.

Top Marketing Campaigns of Amul

Amul girl campaigns.

The iconic Amul butter girl, fondly called ‘Amul girl’, epitomizes everything that is India – fun and youthful, but also unpretentious and charmingly naive. The Amul girl was developed in response to Polson's Butter Girl, a product of Amul's rival company which eventually turned into Amul's brand image.

The design of the Amul girl was carefully crafted to give the impression of a friendly, bubbly character who was relatable to consumers from different walks of life. She was eventually made the face of Amul when an advertisement featuring the Amul girl was released in 1967.

Image source: Economic Times

The popular Amul Butter product was featured in The Amul Girl's first advertisement, which used the tagline "Utterly Butterly Delicious." This was a huge success! Advertisements featuring the Amul girl have since been a regular feature on TV and in the print media, and she continues to be a popular advertising figure even today.

“Eat Milk with Every Meal”

Amul collaborated with Draftfcb Ulka agency to create prints and graphics for the virtual realm to reposition the goodness of dairy products and their byproducts, which the audience of sodas and soft drinks had undermined. The campaign received a positive response and was awarded the 2014 World Innovation Dairy Award .

Image source: Campaign India

National Milk Day

Amul celebrated National Milk Day on November 26th, 2019 in order to inspire young citizens. The campaign organized a bike rally in which 50 bikers traveled from Varanasi to Anand to meet dairy farmers and professionals and learn about Dr. Kurien's work. The hashtags used in the campaigns included #CelebratingDrKurien, #BikeRally, #26November, and #VaranasiToAnand.

Key takeaways from Amul for Entrepreneurs

Amul marketing strategy is great because it has created a brand that manages to evoke emotions in millions of its customers. If you are building a consumer business, here are some major takeaways you can keep in mind:

Be Customer-Centric

Being customer-centric has been one of the differentiating factors for Amul that has made it successful in the market over the years. Amul managed to provide the highest quality dairy products at ALL times.

The ingredients used in making Amul butter, for example, are always of the highest quality which adds to its unmatchable taste and shelf life. Hence, Amul is particular about its taste and how its consumers would like it even in the long run, and that is just how it successfully managed to become the "Taste of India"!

Transparency with customers

Amul is clear about its processing methods, quality standards kept, and the prices it charges for the products it makes. This also goes a long way in building up trust among its consumers which is a key element for a successful brand in any industry.

Moreover, Amul's social media staff responds quickly to queries posted by its customers on social media platforms and ensures that these queries are promptly addressed. This also helps in building customer loyalty and trust toward Amul.

Taking risks when needed

Risk-taking is the central pillar of Amul's Business model. Amul has executed many risks that have paid off well and have resulted in increased profitability for the company, specifically maintaining its name in the hearts of its consumers. Some examples of such risk-taking initiatives by Amul include launching flavored milk drinks, expanding its footprint beyond Gujarat into other states of India, expanding into international markets, and even changing its packaging design to give it a more premium look.

Moreover, Amul's critical marketing strategies always work out well in terms of rekindling people's emotions for Amul and regaining their confidence in Indian flavors. For example, the following Amul ad took both parents and kids on an emotional journey.

Amul really has a well-defined and extensive product line, with an emphasis on quality products. The company has maintained a positive image over the years due to its unique marketing strategy and product positioning.

Further, the company has successfully captured new market segments by creating new products. It is also important to note that the company has adopted robust marketing strategies for different market segments. For example, it has created a number of value-based products for the mass market while focusing on the premium segment for its premium products.

You can learn more about marketing strategies for consumer businesses by checking out the marketing strategy case study for Pepsi , Gatorade , or Monster Energy .

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Amul Case Study - History & Present of The Taste of India

Varad Kitey

Amul is an Indian dairy cooperative society based out of Anand that lies in Gujarat. The word 'Amul' is derived from the Sanskrit word ‘Amulya’ which means priceless or precious. This case study on Amul discusses the history of Amul, its business model, revenue, and the key factors behind Amul's success.

Founded in 1946, Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF ), a cooperative body that comprises 3.6 million milk producers of Gujarat today.

Amul started India's White Revolution that made India the world's biggest maker of milk and milk products . Amul was founded by Tribhuvandas Patel under the direction of Sardar Vallabhbhai Patel , the first deputy prime minister of India .

The Kaira District Milk Union Limited was then conceived in 1946. Tribhuvandas headed the organization until his death in the 70s. He spoke to Dr. Verghese Kurien in 1949 and persuaded Dr. Kurien to assist in the mission of the White Revolution. Dr. Verghese Kurien is widely considered the founder of Amul.

Amul - Latest News Amul - About and Company Highlights Amul - History and The White Revolution Amul - Founders and Owner Amul - Business Model and Organization Structure Factors that led to Amul's Success Amul - Marketing Strategies Amul - Revenue and Growth

Amul - Latest News

May 9, 2021 - On the occasion of Mother's Day, Amul dedicated a new doodle to all the mothers . It features Amul's mascot feeding milk to a child in a bottle.

#Amul Topical: On the occasion of Mother’s Day... pic.twitter.com/oxizhJN8CF — Amul.coop (@Amul_Coop) May 9, 2021

May 7, 2021 - The suspension of  IPL 2021 attracted a series of memes across various platforms. Amul hopped on this trend and shared a topical on this regard that has gone viral all over the internet. The creative topical of Amul reads - I ndia P ostpones L eague!

#Amul Topical: IPL 2021 suspended due to CoVid -19! pic.twitter.com/QgzrDHkRJH — Amul.coop (@Amul_Coop) May 5, 2021

April 18, 2021 - Gujarat Co-operative Milk Marketing Federation Ltd (that markets Amul brand) reached out to AAR on the flavored milk taxable under GST. The brand deals with flavored milk products Amul Kool/Amul Kool Café. Thereby, the Gujarat Authority for Advance Ruling (AAR) said - "Flavored milk is basically 'beverage containing milk' and will attract 12% GST"

March 11, 2021 - Amul submitted a plan to The Government of India with an aim to make India a global hub for mozzarella cheese exports that are made from buffalo milk. It is planning to invest around INR 200 crore.

Amul - About and Company Highlights

Amul - Founders and Owner

Verghese Kurien and Tribhuvandas Kishibhai Patel founded Amul. R S Sodhi is the CEO of Amul since June 30, 2010.

Amul is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF). Today, it is jointly owned by 36 lakh milk producers in Gujarat, and the apex body of 13 District Milk Unions spread across 13,000 villages of Gujarat.

Verghese Kurien - Biography

Tribhuvandas kishibhai patel - biography.

Amul - History and The White Revolution

Here's a brief analysis of Amul's history and how Amul contributed to the White Revolution. Amul cooperative was registered on 19 December 1946 as a reaction to the exploitation of local milk producers by the dealers and the agents of the main dairy of that time, the Polson dairy. The price of milk was randomly determined. The government had given monopolistic rights to Polson to collect milk from Kaira dairy farmers and supply it to the city of Mumbai.

Agitated by this treatment, the farmers of Kaira approached Sardar Vallabhbhai Patel under the administration of their leader Tribhuvandas K. Patel. Sardar Patel advised them to frame an organization, i.e., Kaira District Co-usable Milk Producers' Union (KDCMPUL) , and supply milk directly to the Bombay Milk Scheme rather than relying on Polson. He sent Morarji Desai to sort out the issues faced by the farmers.

Milk collection was decentralized as most of the makers were minor farmers who could provide 1–2 liters of milk each day. Cooperatives were framed for every town.

By June 1948, KDCMPUL had begun pasteurizing milk for the ' Bombay Milk Scheme' . Under the leadership of Tribhuvandas Patel, Amul celebrated its 25th Anniversary in 1973 with Morarji Desai, Maniben Patel, and Verghese Kurien.

The cooperative was additionally created and headed by Dr. Verghese Kurien with H.M. Dalaya. Dalaya's innovation of making skimmed milk powder from buffalo milk for the first time in the world and then making it on a commercial scale with Kurien's help led to the first modern dairy of the cooperative at Anand (Gujarat). It competed against many established market players.

Within a short period, the success at the cooperative's dairy spread to Anand's neighborhood in Gujarat. Thus, five unions in other districts like Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were set up by following the approach sometimes referred to as the 'Anand pattern'.

In 1970, the White Revolution of India began. In 1973, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) , an apex marketing body of these district cooperatives, was set up to combine forces and expand the market while saving on advertising and avoiding internal competition. The Kaira Union, which had the brand name Amul with it since 1955, transferred the name to GCMMF.

Since then, GCMMF has become the largest food products marketing organization in India. It is the leading organization of dairy cooperatives in Gujarat. GCMMF is responsible for the exclusive marketing of products falling under 'Amul' and 'Sagar' brands.

Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village-manufactured milk products with millions of consumers in India.

On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate plant in Mogar, Anand near its headquarters.

Amul - Business Model and Organization Structure

Amul pursues a unique plan of action in which 'esteem for cash' items are given to its purchasers while securing the premiums (as a proprietor) of the milk-producing farmers who are its providers. As milk is a transient item, the rancher could endure a misfortune on the off-chance that it isn't sold before the part of the bargain.

Amul's business model is described below:

Structure of the Organization

The cooperative model used by Amul came to be known as the "Anand design" cooperative framework. It is a three-level structure that involves town social orders, region-level dairy associations, and a state-level organization. Every level is financially free of the others and involves agents selected from the level below it.

It is fairly simple to understand. When one person does not have enough funds to generate the required capital for the company, other members with the same intention pool their resources together to make a whole organization that has substantial capital. The cooperative model is highly advantageous as it ensures faith in the brand. Even banks prefer to loan money to cooperative businesses over individual ownership. Today, Amul constitutes 30 Lakh farmers from all over India .

Situated in the town of Anand, the Kaira District Milk Cooperative Union (Amul) has grown exponentially. It held hands with other milk cooperatives in Gujarat and now covers 2.12 million farmers, supporting 10,411 towns' milk. It focuses on fourteen area-level plants (associations) under the general supervision of GCMMF.

Since the beginning, there was an assumption that this activity would directly profit and change poor farmers and add to the improvement of society. Markets, at that point and even today, are crude and poor in the foundation. Amul and GCMMF recognized that improvement and development couldn't be left to market powers and that proactive intercession was required.

Two key necessities were distinguished. -

• First, that continued development for the long haul would rely upon coordinating free market activity. It would require an overwhelming interest in the synchronous advancement of providers and customers.
• Second, the powerful administration of the system and business feasibility would require proficient administrators and technocrats.

The Three-tier Model of Amul

Amul is a brilliant organization that works with simplicity yet perfection. It follows a three-step process where each body functions effectively. The three tiers include:

• Village Dairy Cooperative Society - Each manufacturer is a part of the village dairy cooperative society that is a community for manufactures.
• District Milk Unions - Village Dairy Cooperative Society members elect their representatives who together form District Milk Union.
• State Milk Federation - This federation is responsible for the distribution and selling of products in the market.

Amul as the Umbrella Brand

The system pursues an umbrella marking technique. Amul is the basic brand for most item classifications created by different associations: fluid milk, milk powders, margarine, ghee, cheddar, cocoa items, desserts, frozen yogurt, and consolidated milk. Amul's sub-brands incorporate variations, for example, Amulspray, Amulspree, Amulya, and Nutramul.

The palatable oil items are assembled around Dhara and Lokdhara, mineral water is sold under the Jal Dhara brand while natural product beverages bear the Safal name. By demanding an umbrella brand, GCMMF skillfully maintained a strategic distance from association clashes and created an open door for the patrons to coordinate in creating items.

Amul's Development of Products

Amul's item improvement was driven both by the soul of the cooperative framework and productivity. Being a farmers' cooperative, Amul was focused on purchasing all the milk offered by the former. The transitory idea of milk made it important for Amul to process the surplus milk and enter new item classifications as the generation expanded.

Margarine and Butter

Propelled in 1955, margarine was one of the main milk items offered by Amul. It was additionally the first run-through Amul effectively tested on the authority of a built-up brand. Amul uprooted Polson to rise as the undisputed pioneer in margarine advertisement.

Cheese and Cheddar

GCMMF propelled cheddar in 1959 followed by cheddar powder in the mid-1970s. The notoriety of cheddar expanded during the 1980s.

Milk and UHT Milk

Amul was the market chief in the Gujarat entire milk showcase with a 90% piece of the pie in 2002; aside from providing milk to parts of Maharashtra and Rajasthan .

Factors that led to Amul's Success

The amul girl (the amul advertising campaign).

In 1966, Amul hired Sylvester da Cunha, the managing director of an advertising agency, to design an ad campaign for Amul Butter. DaCunha designed the campaign as a series of hoardings with topical ads that related to day-to-day issues. It was popular and earned a Guinness World Record for the longest-running ad campaign in the world.

In the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar were roped in for sketching Amul's ads. But Dabholka rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited chairman Verghese Kurien for creating a free atmosphere that encouraged the development of the ads.

The Amul girl is the advertising mascot used by the company to promote the brand. The brand has been cleverly using the cartoon figure in its longest-running ad campaign. The Amul girl is used to insert an element of humor into its print ads.

Indians have liked Amul's advertisements and the brand has seen higher customer engagement. The brand recall value for Amul increased. The Amul girl advertising campaign is often described as one of the best Indian advertising concepts.

Amul's Innovation

Amul has constantly been innovating, be it launching new products, creative marketing campaigns, or challenging traditional societal trends to come up with better ones. As mentioned, Amul in the 1960s became the first brand in the world to make skimmed milk powder from buffalo milk.

Also with its three-tiered cooperative structure, Amul transitioned from traditional operations to a more cost-efficient and effective structure. For its continuous innovation, Amul won the “CNN-IBN Innovating for Better Tomorrow Award” and “World Dairy Innovation Award” in the year 2014.

Efficient Supply Chain of Amul

Amul follows a three-tier cooperative structure. It consists of a dairy cooperative society at the village level that is affiliated with milk unions at the district level which in turn get federated to a milk federation at the state level. Milk is collected at the village dairy society, obtained and processed at the district milk union, and marketed at the state milk federation.

The greatness of this model lies in the fact that Amul was the first company to follow this model. It was reciprocated all over the country under 'Operation Flood' in the 1970s. The model ensures that there is efficiency and swiftness in operations. With this, the Amul model has helped India become the largest milk producer in the world.

Coordinating Nature of Amul

Amul follows the 'branded house architecture' way wherein whatever it promotes is done under a common brand name – Amul. The prime focus is on promoting the parent brand rather than individual products; this helps Amul gain more brand visibility and spend lesser on marketing and advertising costs.

Given the enormous number of associations and substances in the inventory network and decentralized duty regarding different exercises, successful coordination is basic for effectiveness and cost control. GCMMF has understood this procedure well and accomplishes the level of control.

Amul - Marketing Strategies

The first time I came across Amul was when the catchy tune of ‘Amul Doodh Peetha Hai India’ rang from the television. I was, maybe 6 years old. Thirteen years later, I still encounter some variation or the other and it evoked memories as always. Some brands are, for a long time successful, but few managed to touch our hearts. Let's take a look at the various Marketing Strategies of Amul -

Amul - Revenue and Growth

Amul's revenue stood at INR 38,550 crores (US$5.4 billion) in 2020. The Gujarat Cooperative Milk Marketing Federation Ltd., responsible for marketing Amul milk and dairy items, revealed a 13% expansion in its turnover to Rs 33,150 crores in the year finished March 31, 2020. The Amul gathering's turnover surpassed Rs 45,000 crores which are 13% higher than a year ago, i.e., in 2019.

The Amul Federation has accomplished a compound yearly development pace of over 17.5% for as long as nine years because of higher milk obtainment, extension in business sectors, and the dispatch of new items.

What is Amul's Full form?

It stands for Anand Milk Union Limited . Amul is an Indian dairy cooperative society based in Anand (Gujarat). The word 'Amul' is derived from the Sanskrit word ‘Amulya’ which means priceless or precious.

What is White Revolution and who started it?

The white revolution was the initiative responsible for the growth of milk production in India and encouraged the production and use of Indian dairy products. Amul started India's White Revolution, which made India the world's biggest maker of milk and milk products. Dr. Verghese Kurien is known as the 'Father of the White Revolution' in India.

What was the effect of the White Revolution?

White Revolution made India the biggest manufacturer of milk and milk items. It additionally diminished the acts of fraud and malpractices by milk dealers and traders.

How was Amul founded or when did Amul start?

Amul cooperative was registered on 19 December 1946 as a reaction to the exploitation of local milk producers by the dealers and the agents of Polson dairy.

Who is Amul's Owner?

Amul is owned by Gujarat Cooperative Milk Marketing Federation, Ministry of Cooperation, Government of Gujarat

Who is the founder of the Amul brand?

Dr. Verghese Kurien and Tribhuvandas Kishibhai Patel are considered as the Founders of Amul. Tribhuvandas headed the organization until his death in the 1970s. He got in touch with Dr. Verghese Kurien in 1949 and persuaded Dr. Kurien to help with the mission.

What does Amul mean?

It stands for Anand Milk Union Limited. The word 'Amul' is derived from the Sanskrit word ‘Amulya’ which means priceless or precious.

What is the mission statement of Amul?

The mission statement of Amul revolves around the company's aim of providing remunerative returns to the farmers. It also serves the interest of the consumers by providing quality products, which offer good value for money .

Where is the headquarters of Amul?

The headquarters of Amul is in the Anand district of Gujarat.

What is the Amul product life cycle?

The Amul product life cycle consists of 4 stages, which are Introduction, Maturity, Growth and Decline.

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50 Years Old Marketing Strategy of Amul That Even Works Today

•      Team Digitofy
•      December 1, 2023

Amul is an Indian dairy cooperative that has become synonymous with milk and milk products in the country. Formed in 1946, it has grown to be India’s largest food brand, with an annual turnover of over $5 billion. Behind this remarkable success story lies an equally outstanding marketing strategy that has made Amul a household name for generations. This blog post takes a deep dive into Amul’s marketing mix and strategies that catalyzed the White Revolution in India.

The Taste of India Amul was born in the village of Anand in Gujarat in 1946 when India was still under British rule. The fledgling cooperative began as a response to the exploitation of marginal milk producers by intermediaries. Under the guidance of founder Tribhuvandas Patel, Amul created a robust supply chain from farm to consumer, empowering millions of farmers.

Amul has led India’s dairy revolution in the decades since aided by the Operation Flood campaign. Today, with 18 member unions, 18,700 village societies, and 3.6 million farmer members, it has become one of India’s most loved brands. Synonymous with our childhoods, it is now globally renowned for its high-quality, affordable dairy products, including milk, cheese, butter, ice cream, and chocolates. Indeed, for generations of Indians, the “utterly butterly” ad jingles have come to represent “The Taste of India.”

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What’s New with Amul: Expanding Products and Palates

In recent years, Amul has expanded its product range in exciting new directions. Amul milk beverages like lassi, buttermilk, and flavored milk have captured urban markets. Its gourmet cheeses now vie for space amongst European varieties, while Amul chocolates hold their own against premium global brands.

Expanding overseas, Amul has found markets in the US, the Caribbean region, and the Middle East. However, closer home, returns from rural penetration still form the bread and butter for Amul. Its value-based pricing allows access to all income groups, cementing its position in Indian kitchens for the long haul.

Also, Watch Our YouTube Shorts Video on: Day 9 – 50 Years Old Marketing Strategy of Amul That Even Works in 2024

Defining the Amul Consumer: Traditional to Trendy Tastebuds

Understanding its diverse demography has been vital to Amul’s marketing playbook. By tailoring its products and pricing to mass market needs, Amul has defined multiple personas in its customer base:

• The Housewife: Symbolized famously by the polka-dotted Amul girl, this cost-conscious homemaker has been Amul’s most loyal supporter through the years. Mrs Shekhawat, busy managing her middle-class Mumbai household, is happy paying a few rupees extra for the consistent quality, taste, and hygiene that Amul guarantees across its product range.
• The New Age Professional: An increasingly young, affluent, well-traveled demographic has meant diversification into value-added gourmet products by Amul. Rahul, a Bangalore-based IT executive, picks up his cup of café-style Amul Hot Chocolate on the way to his high-rise apartment after a long day coding, happy to indulge in international tastes at affordable prices.
• The Global Indian: Expats like Leela Aunty in New Jersey love ordering Feta cheese, chocolates, and ice cream online from Amul’s overseas website. Consuming Made-in-India brands gives her comfort and connection to homeland tastes amidst the dislocation of immigration. Amul’s world-class facilities and accreditations make its products easy to export.

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Strategic Marketing Mix: Accessibility, Availability and Recall

Amul has intelligently combined the 4Ps of marketing to create accessibility, availability, and top-of-mind recall in consumers across urban and rural India.

Product Strategy 

Starting with just milk, Amul’s product range today has expanded widely to keep pace with changing consumer needs. Categorized broadly into milk products, ice creams, paneer, ghee, milk powders, cheese, chocolates, and others, Amul manufactures over 150 products at its 40 state-of-the-art plants.

Continuous innovation and localization drive Amul’s product mix. For instance, catering to regional tastes, it sells mishti doi in Bengal, basundi in Gujarat, and shrikhand elsewhere—premium items like chocolate truffle cakes and honey apricot ice cream target niche urban buyers. There are even Ready-To-Eat kadhi-chawal and rajma-chawal SKUs today!

Price Strategy 

Amul’s value-based pricing has allowed entire households to shift to quality packaged dairy, unlike loose, unhygienic alternatives they purchased earlier from informal sources. Its princely sum starter packet at just Rs 5 made Amul Bengal’s first packaged milk preferred by even domestic helpers and drivers.

Amul passes on profits made from metros to subsidize low-cost products for villages—thus, a 500 ml milk pouch in Mumbai costs Rs 50 while it is priced at just Rs 22 in rural UP, allowing greater penetration. During the 2011 food inflation, Amul famously did not raise milk prices for months—elevating consumer goodwill.

Place Strategy 

Amul sells 20 lakh liters of milk daily—to put that into perspective, that equals Sri Lanka’s entire daily consumption! Reaching such scale requires an intricate supply chain spanning 200,000 distribution vehicles covering 500,000 retail outlets and 11,000 booths in 7,000 towns across India.

Essentials like butter, ghee, and SMP get channeled into India’s public distribution system, accessed by the poorest citizens and subsidized under government schemes. In Bengaluru, home delivery models supply office goers their daily pouches. MCCs in villages double as one-stop shops aggregating demand. Abroad, partnerships with Indian grocery chains and online orders via Amazon USA facilitate smooth order fulfillment for NRIs.

Promotion Strategy 

Amul’s advertisements with the Utterly Butterly Amul girl have made it iconic. Created as a white revolution mascot to create awareness, she offered cheeky social commentary that touched a chord with every Indian. This early mover advantage with mass appeal advertising played no small role in Amul’s success—the Amul girl is now the world’s longest-running ad!

Promoting milk as a daily essential rather than a mere commodity, copy plays on witty wordplay like Sip-Up and Gulpit Down alongside the Simply Amul tagline. Winter and summer campaigns tempt consumers with relevance-based incentives like hot chocolate, thandai, and milkshakes. Sports victories spur inventive flavors like Amul Tennis and Cricket Maximus tubs. In the USA, the association as the official partner of the New York Giants NFL team and Madison Square’s annual food event widens its appeal.

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Competitor Landscape: Fending Off MNCs and Cooperatives

Here are three significant competitors with whom Amul contends in the dairy products space:

• Nestle: Global giant Nestle offers branded dairy products like milk, paneer, ghee, and yoghurt under brands such as Everyday, Milkmaid, and Nestle a+ Nourish. But barring Maggi noodles, Nestle lacks the homegrown appeal and cost advantage that Amul enjoys owing to its cooperative structure.
• Britannia: This biscuits leader’s rate of rural expansion remains limited, given its roots as a white-collar bakery brand. Though competitive in cheese, the dairy portfolio also pales in nutritional properties against the all-season natural goodness promised by Amul through its fresh milk supply chain.
• Mother Dairy: Amul’s biggest Indian challenger, Mother Dairy, a wholly-owned subsidiary of the milk cooperative National Dairy Development Board, is currently limited in its geographic expanse, with a significant footprint only in Northern states. Taste-wise, most consumers say Amul holds a quality edge.

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Unique Marketing Factors

Inadequate cold storage, lack of transport, and ignorant consumers initially posed significant hurdles to creating a pan-India milk market. But Amul adopted innovative marketing ideas aligned with ground realities to overcome limitations and drive widespread adoption of milk as an essential, nutritious commodity.

• Mascot Brand Ambassador : The Utterly Butterly Amul girl in a polka dress has been a vital differentiator. Used since 1967, it created joyful awareness rather than hard sell. From sporting swimsuits in summer unique ice-cream campaigns to offering condolences when famous personalities passed away, she injected wit, humor, and warmth into a precocious child character who felt like everyone’s friend or neighbor growing up. The innocent, tiny girl winning over the big, imperfect world portrayed the odds surmounted by humble dairy farmers with Amul’s cooperation. This pioneering branded mascot concept paid rich dividends over decades.
• Localized Production : Regional consumer tastes were satisfied by setting up state-of-the-art manufacturing plants across India staffed by locals, creating localized offerings like mishti doi and shrikhand. Instead of a one-size-fits-all national strategy, this last-mile connectivity to local preferences was a masterstroke.
• Functional Benefits over Emotional Appeals : Utilitarian pull highlighted tangible advantages of Amul milk like Year-round Availability, consistent Quality, and quantity Commitment. During scarcity, Amul assured supply without diluting purity. Compared to loose milk’s questionable hygiene and changeable composition, this reliability and government certification created huge consumer confidence even for a higher-priced packaged product.
• Umbrella Branding : Despite launching numerous products, Amul stuck to corporate level Amul branding with minimal product branding. Researchers have concluded this conferred halo effect elevating the perception of all Amul items as superior. Unlike Nestle or Britannia, with separate strong product brands, Amul invested in the mother brand. The payoff–Amul means quality across categories today!

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Conclusive Words

By converting commodity milk sold in unstable informal channels to year-round branded packaged sales, Amul not only made the farmer independent of intermediaries, but its integrated cooperative system passed on profits directly to improve farmer incomes and living standards. In the process, Amul created world-class facilities, unmatched distribution reach, and international quality certification, but most important of all – it made the power of shared prosperity and community upliftment the formula behind its magic marketing.

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AMUL CASE STUDY THE  SHOCKING SECRET  SUCCESS OF TASTE OF INDIA

  Introduction to Amul Case Study

• The Amul Milk Company, commonly referred to as “Amul Milk Union Limited”, was established in 1946 as a small enterprise in the Indian city of Anand, Gujarat. It was co-founded by prominent figures in the local dairy industry, such as Tribhuvanandas Patel, Viren Kurien, and others. The objective of the company was to provide local dairy farmers with an equitable marketplace in which to sell their products.
• At the time, India was facing a number of issues in the dairy sector, such as a lack of milk production, and the exploitation of farmers by traders and intermediaries who manipulated the price of the milk. To address these issues and to empower local dairy farmers, the cooperative society was established.This is the simplest Amul case study which is going to help you understand how Amul became the taste of india.

 Amul Company History 

 uniting the dairy agriculturalists of india.

The cooperative movement is the cornerstone of Amul. Several dairy producers were brought together under the guise of a co-operative society. Amul strategy ensured that farmers received an equitable share of the benefits of dairy production, improving their socioeconomic circumstances. The cooperative model of Amul, which started in 1946 in Gujarat’s Anand, has been a game-changer for the dairy industry. It’s based on the idea of collective ownership, which means dairy farmers become shareholders and take part in decisions.

This model gets rid of middlemen, so farmers get a fair price for their milk and get a cut of the profits. With Amul’s dedication to quality control, infrastructure, and sustainability, not only did it guarantee high-quality dairy products, but it also improved the social and economic life of rural communities. Not only did Amul strategy’s help the farmers, but it also helped rural development. The corporate level strategy of Amul’s success inspired similar movements all over India and the world, making it a symbol of community, ethics, and sustainable dairy.

White Revolution

Amul was crucial to India’s “White Revolution.” This program aimed to boost milk output and turn dairy farming into a viable and lucrative industry for rural areas. This revolution was fueled by Amul’s cooperative organization.

Amul strategy and’s its success story are the main reasons for the emergence of companies like Nandhini and Milma.

Launched in 1970, the “White Revolution” was a major dairy development program in India. It was led by a doctor named Dr. Viren Kurien and the NDDB. It was based on the cooperative model and gave dairy farmers more power through collective management. It was all about increasing milk production, introducing new breeds and modern technology, and building the necessary dairy infrastructure. India went from being a milk-poor country to being the biggest milk producer in the world. Millions of farmers benefited from the White Revolution, and it has had a huge impact on rural development, jobs, and a strong dairy industry that still shapes India’s economy today.

The Product portfolio of Amul

Beyond milk.

Amul’s product line goes much beyond milk, even though the brand name is linked with milk, it contains foods like edible oils, chocolates, and more as well as dairy products like amul cheese , butter, yogurt, and ice cream. The expansion of this line was made possible by Amul’s dedication to quality and innovation.

Quality and Innovation

Amul has always had a strong focus on quality and innovation, which has helped them stay ahead of the competition. They’re always looking for ways to improve and come up with new products.  The corporate level strategy of Amul helps them keep up with their competition easily and to bring innovative products to the Indian market.

The  A dvertising strategy of Amul

The amul girl.

Amul strategy featured the adored “Amul Girl” which has become legendary. This charming and clever mascot has served as the spokesperson for Amul’s social commentary on current affairs and fashion. Customers now feel a deep emotional connection to it. Amul strategy also includes Social media marketing and having a great social media presence with the use of Facebook ads, X(formerly known as Twitter), and Instagram Content strategy with the use of Amul girl.

Building a Brand

Another important advertising strategy of Amul has always had a strong focus on quality and innovation, which has helped them stay ahead of the competition. They’re always looking for ways to improve and come up with new products. So, what makes Amul stand out? Well, it’s all about the brand’s iconic advertising, consistent messaging, ability to be relatable, cultural relevance, timelessness, digital presence, and strategic brand extensions. It’s all about making Amul a part of Indian culture and food.

 Amul Strategy of

Distribution and logistics .

• Reaching Every Nook and Corner with all India distribution

Amul Strategy has made it easy to get their products to everyone, no matter where you are in India. They’ve got a huge network of stores in both cities and rural areas, so their products can be found in every corner of the country.

Obstacles to overcome

Competition.

Amul has had its struggles in the past, with competition from big dairy companies and some bad press about their ads. But they’ve been able to stay strong and keep pushing through their Marketing strategy.

Controversies

Amul has stayed up-to-date with the latest tech, using the latest dairy farming methods and managing its supply chain in a way that keeps up with the ever-evolving industry.

Adjusting to the growing economy

The Amul cooperative model is still the foundation of the company’s success. It gives dairy farmers more control and makes sure they’re always involved in the dairy business.

Triumph Of Amul

Cooperative model.

Amul has always been really focused on its customers and really knows what they want, which has helped them keep coming up with products that meet the needs of the market.

Amul’s cooperative model, founded in 1946, empowers dairy farmers through collective ownership. Farmers become shareholders, benefiting from fair pricing and profit sharing while eliminating middlemen. This model prioritizes quality, modern infrastructure, and sustainability, enhancing both dairy products and rural livelihoods. It’s a beacon of community-driven, ethical, and sustainable dairy practices, inspiring similar movements globally.

Customer-oriented approach model

Amul put a lot of effort into making sure their brand was seen by the right people. They made sure their tagline was all about quality and trust, and they made sure their messaging was consistent and their brand identity was easy to relate to.

Amul is a brand that’s been around for a long time, and it’s still going strong today. It’s a customer-centric brand that puts a lot of effort into making sure its products are high-quality and affordable. They listen to their customers and make sure their products are tailored to their tastes and preferences, even if that means tailoring them to different regional flavors. They’ve built strong relationships with their customers through their advertising campaigns, which feature “Amul Girls”. Their cooperative model helps dairy farmers and rural communities, which in turn benefits their customers. Basically, Amul has always put its customers first, and that’s why they’re so popular in India and the rest of the world.

International Presence

Exporting Indian diary

Amul has really taken off and now sells its dairy products all over the world. It’s a great example of how Indian dairy products can really make an impact on the global scene.

The brand’s global brand awareness, along with its iconic logo and ad campaigns, has contributed to its growth. Amul also targets the Indian diasporas in various countries around the world, taking advantage of its existing popularity with these communities. Amul’s sustainability and responsible business initiatives are in line with global consumer trends. The Corporate level strategy of Amul has made it the largest producer of milk in the world and Amul strategy also helped India to become the leading producer of milk.

Conclusion 

• Lessons to learn from Amul Case Study

Amul’s journey from a small cooperative to a global dairy giant is a testament to the power of community, innovation, and customer focus. By empowering dairy farmers, embracing change, and consistently delivering quality, Amul has become not just a brand but an integral part of India’s cultural and economic landscape. The “Taste of India” continues to inspire businesses worldwide.

Amul has come a long way from humble beginnings as a cooperative to a world-renowned dairy giant. It’s all thanks to their commitment to community, creativity, and customer service. By taking care of dairy farmers, being open to change, and always delivering top-notch quality, they’ve become more than just a brand – they’re part of the Indian culture and economy. Even today, Amul continues to be a great source of inspiration for businesses all over the world.

At the conclusion of the Amul Case Study, it is clear that the cooperative model can have a transformative effect on an entire industry, empowering millions of individuals. The Amul story is a powerful example of how this can be achieved, from the humble beginnings of a small town in Anand to the global recognition of Amul today another company that has shown similar success is Myntra. Through decades of hard work, transparency, and a dedication to quality, the company has not only established a successful business but has also made a positive impact on the lives of millions of farmers and dairy farmers.

The current pandemic has been attracting the attention of a large number of consumers through the use of digital marketing techniques and has necessitated the implementation of consumer-centric strategies. Therefore, it is advisable to take a proactive approach to marketing our products through the Internet.

This case study highlights the potential of the cooperative model to create institutions that are not only economically successful but also contribute to the well-being of society and similar cases like myntara case study are to be studied . As the world continues to face difficulties in various sectors, Amul serves as an example of how cooperative spirit and dedication to excellence can lead to a brighter future.

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A Case Study of Amul: The Taste of India!

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India's "White Revolution," which was sparked by Amul, making the country the top producer of milk and dairy products in the world. Tribhuvandas Patel established Amul under the guidance of Sardar Vallabhbhai Patel, India's first deputy prime minister.

Then, in 1946, the Kaira District Milk Union Limited was created. The group was led by Tribhuvandas till his death in the 1970s. In 1949, he spoke with Dr. Verghese Kurien and convinced him to support the White Revolution's goals. Most people agree that Dr. Verghese Kurien founded Amul.

Utterly, butterly, delicious! Yes, you guessed it right this blog does a case study of Amul . Amul has made India the largest milk producer in the world! It gives us everything from milk to delicious milk products! So it is only fair that we must know about this great success story! #TWN

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Utterly Butterly Delicious, Amul! How can we forget this vivacious Amul girl on every Amul Butter pack? She has her witty take on every event taking place in India! And don't we all love it! Over the years, Amul has made a place in our hearts with its top-quality dairy products and unique marketing strategy! Amul Milk, Amul Butter, Amul Cheese, cream, chocolates, and Ice creams fill you with a blissful joy! It has become a trustworthy brand, and today you do not think twice before buying an Amul Product! But as gold has to burn in the fire before becoming gold, Amul, too, had to face many challenges before becoming the favorite dairy brand of India! Many people like Mr. Varghese Kurien have put in their sincere efforts to give Amul the place where it is today. We will read about it in the case study of Amul.

Amul Case Study: History!

Amul Milk Union Limited or Amul India got established on 19 December 1946 in the town of Anand in Gujarat in India. It was a move against the brokers and agents who arbitrarily determined the milk prices and exploited the milk producers. It was the time when Polson, another dairy company, was dominating the business! It established its first dairy in Anand in 1930. The government had given the company control in the work of collecting milk from Kaira and supplying it to Mumbai and its sub-areas. Polson brought the milk at low rates from the farmers! These unfair trade practices made the farmers very angry! 

The angry farmers went to their local leader Shri. Tribhuvandas Patel . Together they approached Sardar Vallabh Bhai Patel. He was a Congress leader and freedom fighter. Sardar Patel was already aware of the matter. In the year 1942, he had also pointed out the ulterior motives of Polson and the British government in a letter to Maganbhai Patel , who was a bureaucrat and well-wisher of the farmers. Sardar Patel advised the farmers to set up a cooperative (Kaira District Co-operative Milk Producers Union) and supply milk directly to the Mumbai milk division, not Polson. He asked Morarji Desai, another Congressmen and freedom fighter, to organize the milk farmers. 

The cooperative was further established and led by Dr. Verghese Kurien and H.M. Dalaya. Dalaya's ingenuity of creating skimmed milk powder using buffalo's milk, for the very first time and later putting it into commercial scale with Kurien's assistance created an early modern-day dairy in the cooperative in Anand (Gujarat). It was in competition with the most existing market leaders .

Within a short time and a short time, the good fortune at the dairy cooperative expanded to the neighborhood of Anand's in Gujarat. In the end, five unions from different districts such as Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were established following the method that is sometimes called the Anand pattern.

In the year 1970 in the year 1970, White Revolution of India started. In 1973 in 1973, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) is an apex marketing body for District Cooperatives (DCOs), was put in order to unite forces and increase market share while also reducing the cost of advertising and keeping out internal competition. Kaira Union, which was formerly known as the Kaira Union, which had the brand name Amul along with it from 1955 was able to transfer this name onto GCMMF.

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In 1946, the milk farmers of that area went on strike. It prompted them to set up a cooperative to collect and process milk. Milk collection was decentralized because many farmers could give only 1 to 2 liters per day. On 31st October 1964, Prime Minister Lal Bahadur Shastri inaugurated the Amul Cattle Feed Factory. While returning, he was very impressed by the Kaira cooperative. He announced the development of the National Dairy Development Board (NDDB) in other parts of India. 

Dr. Kurien: The Milkman of India!

Tribhuvan Kishibhai Patel became the founding chairman of the organization. He was also assisted by HM Dalaya, who invented Skimmed Milk which brought a revolution in the milk Industry. In 1949, Patel met Dr. Varghese Kurien, a dairy engineer who had come to Anand to serve the bond duration against the government scholarship he had attained. Dr. Kurien is known as the Father of the White Revolution in India. Sometimes he is fondly referred to as the Milk Man of India. Patel asked him to stay with him and help him. Dr. Kurien pioneered the development of Anand and many cooperatives in the Kheda district. He also had a big role in eliminating the exploitation of the milk farmers and helping them to get the justified rates for the milk supply.

How Amul became Amul!

Today, the name Amul needs no introduction, and here too, Dr. Kurien has a contribution. Initially, the butter from Kaira cooperative was just simple, but they had to give a name to it. So as Dr. Kurien narrates, the marketing unit thought of many names. Then they came across Anand Milk Union Limited (Amul). In Sanskrit also, ‘Amulya’ means ‘priceless,’ but his marketing specialists were doubtful as it is an Indian name and would not sell. But Dr.Kurien was sure, and he decided upon it. So Amul became Amul, and we all love it!

White Revolution and Amul!

The joint efforts of Patel, Dalaya, and Kurien led to the development of the National Dairy Development Board (NDDB) in 1965. The Prime Minister named Dr.Varghese Kurien as its founding Chairman. And this spread a wave of milk across India. Many cooperatives were set up in Gujarat itself! On January 13, 1970, Operation Flood was launched. It became the largest dairy development program in the world! Its main aim was to imitate the Anand model in all parts of India. As a result, we got about 0.1 million cooperatives and 5 million milk farmers. 

Dr. Kurien developed other dairy products also, like powdered milk . He focussed on improving the health of cattle and vaccine development. In 1973, he created an individual marketing unit of Amul, Gujarat Cooperative Milk Marketing Federation, in order to promote the brand in India and Abroad. He is also the man behind the foundation of IRMA (Institute of Rural Management Anand), as he wanted future generations to benefit from the knowledge. No wonder the government showered him with several awards like Padma Shri, Padma Vibhushan, and Krushi Ratna.  

Amul Business Model and Organizational Structure

Amul follows a unique course of action that involves "esteem for cash" products are offered to purchasers in exchange for the cost of premiums (as the owner) of the farmers who produce milk who supply it. Since milk is a perishable product, the rancher might be in danger of losing it in the event that it's not sold prior to the contract is completed.

The structure of the Organization

The model of cooperatives used by Amul was later referred to as the " Anand style " cooperative framework. It is a three-level system that includes town social orders and regional-level dairy associations as well as a state-level organization. Each level is financially unaffected of the other levels and consists of agents chosen from the levels below it.

It's fairly easy to comprehend. If one member does not have enough money to fund the capital needed for the company, the other members with the same goals combine their resources to form a larger organization that is able to raise significant capital. A cooperative structure is extremely beneficial as it guarantees trust in the company's reputation. Banks too prefer lending money to cooperative enterprises instead of individual owners. Presently, Amul constitutes 30 Lakh farmers across India.

A three-tier Model of Amul

Amul is an amazing organization that is simple and yet awe. It operates on a three-step method which ensures that each body performs its function efficiently. The three tiers are:

Village Dairy Cooperative Society Every manufacturer is a member of the cooperative village which is a manufacturer's community.

District Milk Unions -Village Dairy Cooperative Society members elect their representatives which collectively forms the District Milk Union.

State Milk Federation- The State Milk Federation is responsible for the distribution and sale of milk products on the market.

  Also Read:  How To Create A Socially Responsible Business Model

Conclusion Today, Amul has about 15 million milk farmers supplying milk in 1,44,246 cooperatives across the nation. The learnings from Amul Case Study signify that the combined efforts of these people are the foundation of the astounding success enjoyed by Amul. We are proud of this brand! Dr.Kurien and Tribhuvan Patel will always be remembered for helping India flow with strength and energy! This case study on Amul will make you question the white revolution and how Amul capitalized on the opportunity.

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Business Case Study: Amul's Strategy during the Pandemic

Amul - how amul beat its competition & made rs.39,200 cr during the 2020 pandemic.

24th March 2020 , on this day PM Modi declared a nationwide lockdown because of pandemics. In addition to that, a nightmare came with it, for which our nation was not prepared. Millions of people, especially laborers and daily wage workers lost their jobs. The lockdown costed the Indian economy more than 10 lakh crores. Many billion-dollar industries came into a dilemma. One such industry was the dairy industry. The impact was so heavy that it costed the milk producers of India more than 112.3 crores of rupees every day.

But one legendary company, which every Indian child knows was so strategically able to navigate the situation. They did not only minimize their losses but they even increased their revenue by almost 700 crores. the brand we are talking about here is none other than Anand Milk Union Limited , which we also know as AMUL.

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Anand Milk Union Limited, popularly known as Amul is a cooperative society based in Anand, Gujarat in India. The company was started with the motive of providing welfare to the farmers and in the process, it went on to establish itself as one of the most successful brands in India. Dr Verghese Kurein, who is known as the “Milkman of India”, was responsible for turning India from a milk deficient country to the largest producer of milk in the world today in which Amul has played a key role.

We all know that it has been in the market for so long now, and it also has acclaimed itself a position in the market. But we need to take a look at its magnificent business strategies. One such example can be seen from how Amul reacted to nationwide lockdown and COVID-19. It has done an astounding job during Covid-19. While in 2020, where the rest of the companies were fighting to keep their supply chain going, AMUL launched 33 new products in the market and got hold of additional 35 lakh liters of milk every day. And even paid Rs.800 crores extra to rural milk produces of India.

Now the question arises, what were the business strategies that made AMUL manage to achieve such an incredible height in business in difficult times? What are the business strategies lessons that we need to learn from them?

And the answer lies within the extraordinary supply chain management of AMUL. So, when the lockdown was announced, the dairy industry was allowed to operate with certain restrictions because milk is also an essential food. But as soon as the lockdown was declared, several businesses either cut down or shut their businesses. This resulted in the loss of demand in the dairy industry.

Because 20% of the revenue of the dairy industry came from hotels, catering businesses, and restaurants for the organized dairy sector. As a consequence, of this, AMUL also saw a drop of almost 12% in its demand. When the dairy company saw this massive fall in demand, they quickly pulled down the milk procurement, decreased their logistics, and slowed down their production up to a large extent. As an outcome of this, many farmers were left in a helpless state. Many workers such as truck drivers and factory workers lost their daily bread because less milk meant less operation of factories which means less transportation of milk. But when most of the dairy industry was preparing for a loss in demand, AMUL on the contrary prepared for a surge in demand.

Change in Consumer Behavior

Now the question arises again when it was clearly visible that there was a major decline in demand from the restaurant and the hotels that account for 20% of the revenue. Why was AMUL preparing for a surge in demand, isn’t it like taking a risk of 1000 crores?

Well, AMUL intelligently played, there was one important factor that many few people took in notice, which is a change in consumer’s behavior . Although there was no demand from restaurants and hotels, but the consumption of milk products in houses took a massive shoot up as more and more people began to stay at home. And this also gave rise to the homemade food trend. The demand for both groceries and milk products skyrocketed.

Secondly, because of the pandemic, people became more health-conscious and moved on from buying loose milk to packaged milk. While other companies misjudged consumer demand and started decreasing their supplies, Mr. R. S. Sodhi, Managing Director of AMUL insisted that they should keep the supply chain running at full capacity.

Despite the closures of restaurants, as of May 2020, during the peak of lockdown times, the demand for milk-based products took a massive shoot up. Milk products like cheese increased by almost 80%, demand for cottage cheese increased by 40%, and demand for condensed milk almost doubled. Despite running at its full capacity of 115%, the demands were so massive that they had to hire other plants from other companies that were lying vacant. Except for ice creams, all their plants were running at full capacity throughout the lockdown. They also realized that moving of trucks through the country would be very difficult because of the shortage of labor and the lockdown restrictions. They started using railways for the transportation of products quickly throughout the country.

Strategic Partnerships

Now, considering the vast supply chain of AMUL, i.e., 18,700 societies, 5000 milk tankers which go up to 200 chilling stations, 10,000 distributors, 1 million retailers, and most importantly more than 3.6 million farmers . The question arises that how did they manage to coordinate with their huge supply chain and manage their resources properly?

Well, the answer lies in a strategic partnership that was established between AMUL and IBM in 2009 wherein AMUL invested a hefty amount of 80 crores transforming the information technology landscape of the company. Now what they meant is that IBM would develop a full-fledged digital system and it would track every small detail of operation that is being carried out in the supply chain of AMUL. And just like Amazon, IBM could tell you how many plants are working at full capacity, how many trucks are engaged, and in which areas. Most importantly, it also tells you when and how many trucks or plants are at idle capacity so that they can divert the workload to them to make optimum utilization of every element of the supply chain.

This system turned out to be a game-changer for AMUL during the lockdown. Because on the one side, the supply chain of milk was overloaded, ice cream and frozen foods of the business were shut down. Therefore, labors, storage, trucks were lying at idle capacity at the end of the frozen industry. But due to the IBM system, the AMUL team was able to accurately oversee the entire operation of the supply chain. And this end-to-end digitalization gave them so much clarity about their operations that AMUL was even able to provide incentives to the ground staff. The casual workers were given 100-125 rupees incentives. And for the workers, food and stay arrangement were made, so that they don’t get sick and affected by covid.

When they realized that the cattle feed was not sufficient to meet the needs. AMUL even made extra arrangements for cattle feeds for farmers. All of this made the supply chain so effective that, while the rest of the dairy industry was completely shut down, AMUL procured 3.5 million liters of milk every day and even paid 800 crores of rupees extra to rural milk producers of India.

AMUL even used third part e-commerce sites like Flipkart, Big Basket, Dunzo and even started prompting deals with Swiggy and Zomato to sell butter, milkshake, and paneer. According to Mr. R. S. Sodhi, managing director of AMUL , they got more than 60,000 orders through Zomato and they sold AMUL products of almost 3 crores in more than 200 cities.

Now moving on to the last part of Amul's strategy, i.e., the huge investment of AMUL into marketing . Now when other brands were decreasing down their advertisements, AMUL on the contrary increased its advertisements volumes by 316% compared to 2019 . Their ads were so aggressive that they were viewed 10 times more than the IPL itself. Yes, you read right, the Amul ads were so popular that they crossed all the barricades of TRP.

When Door darshan started broadcasting the epic Ramayana and Mahabharata during the lockdown. AMUL started running their old ads to resonate with the nostalgic moods of the audience creating an even better impact on the audience’s mind. Then even made immunity-boosting products they never went overboard with any kind of ridiculous covid claims.

This is how using an extraordinary foresight of consumer behavior through an agile supply chain management system. So, using digital transformation, third party collaboration, incentivizing of labor, and through strategic marketing initiatives. Anand Milk Union Limited, i.e., AMUL established a benchmark for crisis management for dairy companies from all across the world to follow.

Important Business Lessons

This brings us to the most important part of this case study, i.e., what are the lessons that we need to learn in order become an extraordinary business leader,

While good leaders prepare to face risk, great leaders prepare to embrace them with open arms.

No matter how big your organization is, resourcefulness is one attribute that will always save you during crisis.

The only question is how to build such an agile system, in this case, it was Amul's futuristic investment of Rs. 80 crores into the IBM system that helped them operate such a huge supply chain in such an optimized manner.

Always remember during such a crisis, either choose to see it as an obstacle or you can see it as a golden opportunity to get ahead of your competitors.

This is how AMUL became an opportunist during times of crisis and established a benchmark from brands, all across the world to learn from.

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Amul Marketing Strategy: Traditional and Digital

We all know the slogan “Amul doodh peeta hai india” but have you ever wondered how this slogan got into our minds? Don’t worry today we will go thoroughly in the marketing strategy of amul. 

On This Page:

Amul History 

Anand Milk Union Limited, commonly known as Amul, stands as a leading brand that has gained household recognition in India for many decades. Established in 1946, Amul works as a co-operative society and has achieved remarkable success in marketing a wide range of dairy products across the country. From milk to butter, cheese and ice cream, Amul boasts of a wide product portfolio to cater to the diverse tastes and preferences of its esteemed customers. Notably, Amul continues to hold the leading position in the dairy products market. Remarkable, isn’t it? While some brands have enjoyed success for a long time, only a select few manage to truly capture our hearts, and Amul is undoubtedly one brand that has left an indelible mark on our collective consciousness.

How did Amul achieve this remarkable feat?

The answer lies in the superior quality of Amul products, their unwavering commitment to innovation and, undoubtedly, their ingenious marketing strategies that have propelled the brand to the forefront of the market. Known for its humor and catchiness, Amul’s advertisements have impressed consumers and have been instrumental in fostering a dedicated customer base.

Even facing the challenges posed by the COVID-19-induced lockdown, which disrupted the marketing plans and revenues of many companies, Amul not only survived but thrived and achieved a remarkable turnover of Rs 53,000 crore. Additionally, the brand expanded its product offering by introducing 60 new items in its portfolio, while also contributing Rs 800 crore to support rural farmers.

As we step into 2022, Amul aims to achieve a turnover of Rs 60,000 crore and has ambitious plans to reach the coveted milestone of Rs 1 lakh crore in sales by 2025. This determination and commitment to excellence is a testament to the sustainability of Amul. story of success.

Amul’s Journey to Success

Amul, also known as the Gujarat Cooperative Milk Marketing Federation (GCMMF) , has etched an inspiring saga of success since its inception in 1946 in Gujarat, India.

The driving force behind this cooperative venture was none other than the eminent social activist and freedom fighter, Sardar Vallabhbhai Patel. His visionary belief in the power of cooperative societies to empower farmers by ensuring fair compensation for their milk laid the foundation for this remarkable journey. In its nascent stage, the cooperative comprised a mere two village-level societies and a modest daily yield of 250 liters of milk. Its mission was clear: to secure equitable returns for farmers’ milk and to stimulate the production and consumption of milk and its derivatives across India.

Today, Amul stands tall as one of India’s most triumphant dairy brands, boasting a staggering turnover exceeding $7 billion and a global presence spanning over 60 countries. The cooperative society has played an instrumental role in elevating the lives of farmers, granting them just compensation for their milk and elevating their quality of life. This journey from humble beginnings to global prominence exemplifies the transformative power of cooperative spirit and unwavering dedication to the betterment of lives and communities.

Amul Marketing Strategies [Detailed]

At the root of Amul’s stupendous success is its carefully crafted marketing strategy, which has maintained a consistent connect with consumers. Let us look into the intricacies of Amul’s marketing capability:

1. Branding as ‘The Taste of India’:

Amul’s branding strategy is nothing less than a win. The tagline “ Taste of India ” not only symbolizes the brand’s commitment to providing authentic and delicious dairy products, but also serves as a powerful statement of cultural pride. This simple yet profound tagline effectively dispelled the notion that staple foods like bread and butter were exclusively British, and associated them with the flavors and heritage of India. In doing so, Amul not only provided quality products but also instilled a sense of nationalism among consumers by creating a deep emotional connection.

2. Iconic Amul Girl as mascot:

The cornerstone of Amul’s marketing genius is the iconic Amul Girl. This timeless character with her polka-dotted dress, blue hair and orange face has become synonymous with the brand. The Amul girl takes center stage in cartoons that intelligently comment on current events, sports and social issues in a humorous and satirical manner. Apart from being a marketing tool, the Amul Girl has evolved into a symbol of India’s rich and diverse culture, bridging the gap between a brand and its consumers. His wit and charm have not only entertained but also endeared and endeared the brand.

3. Unified Brand Name:

Amul’s strategic decision to sell all its products under a single name is a testament to the efficiency of the brand. This integration simplifies marketing and advertising efforts, allowing Amul to allocate a significantly smaller percentage (1%) of its revenues to these activities. Such integration not only streamlines branding but also enhances brand identity, ensuring that consumers associate Amul with a wide range of high-quality dairy products.

Amul’s product portfolio: an integral part of its marketing strategy

Amul adopts a comprehensive marketing approach, characterized by its iconic Amul Girl campaigns and consistent content marketing efforts, which resonate with its audience.

Another important aspect of Amul’s marketing strategy focuses on its diverse product portfolio. In this portfolio, Amul boasts of a wide range of dairy products, which include butter, cheese, milk, ice cream, curd and more. This strategic product diversification ensures that Amul can cater to different age groups, lifestyle and dietary preferences.

For example, Amul addresses the health-conscious demographic with its low-fat and sugar-free ice cream offerings, as well as the younger audience with flavored milk products designed to delight children and teens alike. Is tempting.

While some competitors such as London Dairy and Baskin Robbins have successfully entered select regional ice cream markets to cater to high-end customers, Amul has gained a strong presence in the broader dairy market. However, Amul’s primary focus remains on the middle and economic classes. One important factor that has contributed to their unwavering customer loyalty is their shrewd pricing strategy, a topic we’ll explore in the following section.

Amul’s product variety, carefully designed to meet the needs of a wide consumer base, stands as a testament to their commitment to deliver dairy excellence and underlines the enduring appeal of the brand.

Amul’s Low Cost Pricing Strategy: A Key Marketing Element

The third integral element of Amul’s marketing strategies revolves around its pricing strategy, a practice that has proven to be one of its most effective promotional tools. Amul has strategically adopted a low-cost pricing strategy, especially for products that are everyday essentials. This pricing approach has not only made Amul’s offerings affordable for its target audience, but has also been instrumental in preserving its loyal customer base.

Amul’s pricing strategy implemented

Amul’s pricing strategy is smartly designed to suit the income level of the consumers. It adapts by adjusting prices proportionally as its audience’s income increases, ensuring affordability remains a constant factor. In cases where products face stiff competition, Amul has skillfully implemented competitive pricing strategies such as one-on-one offers to maintain its lead in the market.

Ice cream pattern

One notable product line where this strategy is evident is ice cream. As a co-operative institution, Amul’s focus goes beyond mere profitability; It strives to secure the best possible outcome for both producers and consumers. Unlike companies that depend solely on profit margins, Amul constantly strives to balance affordability with quality.

Supply chain benefits

While the logistics and supply chain infrastructure required for an FMCG company can be cost-intensive, Amul defied the odds by providing goods at accessible price points. How did he achieve this feat?

Amul has integrated a well-thought-out logistics and supply chain model into its operations based on a three-tier cooperative structure:

• Village-level cooperative societies : Responsible for milk production.
• District-level milk unions : Operate processing centres.
• State-level milk unions : Handle consolidation and distribution.

This transparent and cooperative model ensured that suppliers, primarily farmers, received maximum returns when prices increased, thereby significantly improving their incomes. Additionally, the cooperative nature of the system facilitated efficient distribution of surplus products to high-demand areas and vice versa, thereby optimizing resources and effectively meeting consumer needs.

Although these factors collectively account for 75% of Amul’s success, still 25% have played an important role. The next section explores this important component in the success story of Amul.

Important 25% of Amul’s advertising strategy

As we reach the final aspect of Amul’s marketing strategy, we are faced with the crucial 25% that Amul’s advertising efforts focus on. Without effective advertising, the existence of a product may remain obscure to its intended audience. Amul’s remarkable advertising campaigns have played a vital role in shaping its enduring success story, holding the Guinness World Record for the longest running advertising campaign.

The eternally youthful Amul Girl, at the age of twenty-nine, has been a charming and enduring presence throughout this journey. His depictions of butter and timely representations of current events have not only entertained but also educated and engaged consumers. This iconic character has successfully achieved the top position for Amul, making the brand the first thing that comes to mind when thinking of dairy products.

Amul’s advertising talent extends beyond its Amul Girl mascot. The brand features a series of memorable taglines like ‘Amul Doodh Peeta Hai India,’ ‘Har Ghar Amul Ghar,’ ‘Pehla Pyar, Amul Pyar’ and many more in its short but impactful ad video. Each ad, whether laced with wit, heartwarming moments or humor, consistently leaves an indelible mark on viewers, eliciting appreciative laughter and warming hearts.

Amul’s advertising capabilities extend far beyond promoting products; It has created a cultural heritage. The ability to blend humor, relevance and relevance in its advertisements has not only strengthened its brand image but also made Amul a household name, reputed for its iconic advertising campaigns. This last 25% of their strategy has not only added value; This has registered the presence of Amul in the annals of advertising history.

Amul Girl: The Advertising Icon of Amul

The iconic and beloved mascot of Amul, affectionately known as the ‘Amul Girl,’ is a charming cartoon character portraying a young Indian girl adorned in a polka-dotted dress, with distinctive blue hair and a half ponytail. The Amul Girl made her debut in the world of advertising with an unforgettable campaign that introduced Amul Butter as ‘Utterly Butterly Delicious.’ This slogan became an instant sensation and a resounding success.

Behind the creation of the Amul Girl lies an intriguing story. She emerged in response to the advertising efforts of Amul’s rival brand, Polson’s butter, which featured its own butter-girl character. The inception of this marketing strategy dates back to 1967 when ASP (Advertising, Sales, and Promotion) took charge of Amul’s brand portfolio, following the transition from the previous agency, FCB Ulka.

Remarkably, the Amul Girl has remained the enduring face of Amul since her inception in 1966, marking her as one of the longest-running advertising campaigns in history. Her timeless appeal and ability to connect with consumers have solidified her status as a cherished cultural icon and a symbol of Amul’s enduring commitment to quality and delighting taste buds across generations.

Amul’s Digital Marketing Strategy

In an emerging marketing scenario where digital channels have gained paramount importance, Amul has adapted its advertising strategy to embrace the digital sphere. Although its presence in television advertisements may not be as effective as in the past, Amul’s digital marketing initiatives have played a significant role in increasing its reach and boosting engagement with consumers across various platforms. The brand has efficiently used various digital marketing channels including social media, email marketing and influencer collaborations to promote its products and connect with its audience in the digital sphere.

1. Social Media Presence:

Amul recognizes the importance of a strong social media presence and has firmly established itself on platforms such as Facebook, Twitter and Instagram. Here, it shares engaging and informative content that not only showcases its wide range of products but also reinforces its brand values. Amul’s social media strategy is marked by creative campaigns, exemplified by the widely acclaimed #AmulTopical campaign. These initiatives not only attract consumers but also foster a sense of community and interaction.

2. Email Marketing:

Amul has adopted email marketing as a powerful tool to stay connected with its customer base. The brand regularly sends newsletters and promotional emails to its customers, providing updates on new products, special offers and product launches. Through this channel, Amul ensures that its customers are well-informed about its offerings and remain engaged with the brand.

3. Influencer Marketing:

Recognizing the power of influencer marketing , Amul collaborates with influencers and bloggers to promote its products. This strategic partnership enables Amul to tap into its existing audience of influencers, thereby expanding its reach to new and potentially untapped consumer segments.

In short, Amul’s digital marketing strategy represents a visionary approach that has allowed the brand to remain not only relevant but also competitive in a world increasingly driven by digital interactions. By efficiently leveraging the spectrum of digital marketing channels, Amul has expanded its reach, fostered meaningful engagement with its audience and effectively promoted its diverse product portfolio in the digital-first era.

Amul’s marketing mix: A dairy giant’s winning formula

The marketing mix, often referred to as the 4Ps of marketing, is a strategic combination of elements that businesses control to influence consumer purchasing decisions. Amul, synonymous with premium dairy products like paneer and ice cream, has mastered this concoction to become a household name in India. Let us analyze the marketing mix of Amul:

Amul is one of India’s most diversified dairy brands, offering a wide range of products that outperforms its competitors. The portfolio includes Amul milk, buttermilk, a range of bread spreads (ghee, butter, garlic butter), Amul Dahi (both Mishti Dahi and regular dahi), Amul Chocolate, Amul Paneer (including mozzarella and regular variants), Amul Mithai Mate . Amul Milk Powder, and the ever popular Amul Ice Cream.

While Amul faces competition in every product category, its commitment to quality and taste has set an unsurpassed standard. Amul products like butter, paneer and ice creams are consistently loved for their unmatched quality and taste. The breadth and depth of Amul’s product portfolio represents a tremendous competitive advantage.

Price determination:

Amul adopts an economic and cost-effective pricing strategy, often described as penetration pricing. In its early days, Amul entered the Indian market devoid of competitors and established itself across the country with its combination of quality products and accessible prices. Despite the inevitable impact of inflation over the years, Amul has diligently managed to keep its pricing in line with consumer expectations. Today, Amul continues to be the preferred choice for most consumers while maintaining its affordability and reach.

Location and distribution:

Amul’s impressive presence extends to every corner of India, courtesy its wide and efficient distribution network. The company’s distribution model revolves around bulk procurement of raw materials, primarily milk, from villages and dairy cooperatives. These raw materials are then transported to manufacturing facilities where they are transformed into a wide range of finished products.

Amul’s distribution channel consists of various elements including purchasing agents, distributors, dealers and retailers. Amul exclusive showrooms further enhance the reach, providing consumers a one-stop destination for all Amul products. This carefully designed delivery system ensures that Amul products reach homes across the country reliably.

Promotion:-

Amul’s iconic and enduring promotional character, the “Amul Girl”, remains at the forefront of its marketing efforts. Created by Mr. Eustace Fernandes, this beloved mascot has captured the hearts of Indian families. The Amul Girl not only personifies the joy of butter, but also serves as an insightful commentator on current affairs through Amul’s advertisements. These ads are impactful, relevant, and often deliver a poignant message.

Notably, while Amul extensively promotes products like Amul butter and cheese, it chooses a conservative approach while marketing other items. The company’s rationale is to preserve margins, and it says it allocates only about 1% of its budget to marketing and advertising. Despite tough competition, Amul’s prices remain competitive, which is a testament to its disciplined marketing strategy.

Lastly, Amul’s mastery of marketing mix has taken it to the pinnacle of the dairy industry. Its diverse product portfolio, affordable pricing, wide distribution network and creative yet cost-effective promotions through the iconic Amul Girl have not only strengthened its market leadership but also endeared it to the hearts of consumers across India.

Segmentation, Targeting and Positioning (STP) Analysis of Amul

Amul, the brand famous for offering a diverse product range, has effectively leveraged Segmentation, Targeting and Positioning (STP) strategies to become a billion dollar brand. Let us see how Amul has employed these strategies to achieve its remarkable success:

• Customer-based segmentation : Amul has tailored its product offerings to cater to a wide spectrum of customer segments. For example, it targets children with Amul Chocolate and Amul Cool drinks, while Amul Butter and Amul Lite Butter appeal to a wider audience. The product range includes options like Amul Pizza Cheese, Regular Cheese, Cheese Spread, Amul Milk Powder and Nutra Amul. Each product meets specific customer preferences and needs.
• Industry-based segmentation : Amul strategically targets various industries in the dairy and food sector. For example, it supplies milk to ice cream makers, and its products find their way into restaurants, food chains, cafes, and coffee shop chains. Additionally, Amul butter, cheese and ghee are staples in Indian homes, bakeries, confectionaries, street vendors and snack shops. This industry-centric approach allows Amul to enter different markets effectively.

Amul has adopted a value for money positioning that appeals to a wide demographic encompassing both urban and rural consumers. By offering easily accessible, affordable and consistently high quality products, Amul successfully targets a wide range of consumers including children, adults and across industries. This inclusive targeting strategy underlines Amul’s commitment to serving a diverse customer base.

Positioning:

Amul’s position in the market is unquestionably strong. When one thinks of butter, Amul immediately comes to mind, which is a testament to its position as the national butter brand and the preferred choice for consumers. Campaigns such as “The Taste of India” have added an emotional dimension to its marketing, portraying Amul as a family-oriented brand present in every household. Key features such as value for money, quality and wide availability have further strengthened Amul’s leading position in the market.

Competitive Advantage of Amul in Marketing:

Established in 1946, Amul has the competitive advantage of being the oldest Indian milk brand in the country. Two key advantages set it apart from competitors:

• Supply Chain and Distribution Channel : Amul boasts of an organized and well-established supply chain backed by decades of experience. With over 5 lakh retailers across the country, Amul products are easily available across the country. This wide distribution network is a major obstacle to competition.
• Diverse Product Portfolio : Amul’s wide range of products is easily available to consumers through retailers and exclusive Amul stores. Analysis of Amul’s product portfolio reveals that Amul butter and ice creams are the cornerstone of its brand presence in the market, often considered as cash cows that contribute significantly to its success.

Final Thoughts

Amul has not only captured the hearts of Indians but continues to do so with its wide product offerings and effective marketing strategies. The brand’s unwavering focus on quality, affordability and innovation has led it to establish a dominant presence in the market.

Notably, in 2020, Amul produced over 1500 hours of content with just 1% of its marketing budget, a remarkable feat compared to the huge budgets of companies like Netflix. This achievement underlines Amul’s exceptional branding and marketing efforts as well as its unwavering commitment to quality.

In short, Amul’s journey to success serves as a fascinating case study in the effective marketing strategies that have established it as one of India’s most successful dairy brands.

Hi, I am Tarun, and I have been working as a Digital Marketing Executive at Waffle Bytes since 2021. I am passionate about PPC and Search Engine Optimization (SEO), and I consider myself a philosopher of these field.

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Amul Dairy: Expanding a Legacy

By: Ashita Aggarwal

In this Quick Case students examine Amul, a well-established Indian brand synonymous with milk and milk products, as it considers further expansion beyond its dairy portfolio into higher-margin food…

• Length: 3 page(s)
• Publication Date: Feb 29, 2024
• Discipline: Marketing
• Product #: 8255-HTM-ENG

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Quick Cases are short, real-life business dilemmas that drop students into a decision-making moment. They're versatile, require little preparation time, and encourage lively discussion.

In this Quick Case students examine Amul, a well-established Indian brand synonymous with milk and milk products, as it considers further expansion beyond its dairy portfolio into higher-margin food products. Jayen Mehta, Amul's Managing Director, is considering 122 products ready for launch in categories ranging from frozen snacks to savory foods to organic produce. Students are put in Jayen's role and have to decide what product extensions make strategic sense while leveraging the corporate brand.

Learning Objectives

Appreciate the concept of brand extension and how it can be a tool for mature brands to grow and expand by leveraging the built-in equity.

Examine the portfolio and architecture options brands can apply to scale and use their unutilized capacity without diluting the parent brand.

Feb 29, 2024

Discipline:

Geographies:

Industries:

Food and beverage sector

Harvard Business Publishing

8255-HTM-ENG

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Amul Marketing Strategy: Crafting India’s Dairy Legacy

Introduction:

Amul branding strategies and their impact:, diverse product portfolio and marketing strategy:, low-cost pricing strategy: a key factor in success:, efficient distribution model:, advertising mastery: the heart of amul’s reach:, digital marketing strategy:, conclusion:.

Amul, a name that resonates with every Indian household, has transcended mere commercial success to become a cultural phenomenon. With its captivating advertisements and an array of dairy products that have become staples in kitchens across the nation, Amul has not only mastered the art of marketing but has also etched its name in the annals of Indian history. As we delve into the heart of Amul marketing strategy, we unravel the story of how this dairy cooperative has transformed itself from a humble beginning to an iconic symbol of India’s culinary identity.

The backbone of Amul’s triumph lies in its branding prowess. The tagline “The Taste of India” encapsulates not only the flavor of its products but also invokes a sense of authenticity and patriotism. This strategic positioning strikes a chord with consumers, making them feel emotionally connected to the brand. Furthermore, at the forefront of Amul’s branding narrative stands the beloved Amul Girl mascot. This iconic, chubby-cheeked character with a polka-dotted dress isn’t just a cartoon; she’s a symbol of relatability and timelessness. Her wit-laden commentary on current affairs has made her a spokesperson of sorts for the common Indian, establishing a unique bond between Amul and its consumers.

Amul’s shrewd decision to adopt a unified product naming approach further underlines its branding acumen. By using a consistent nomenclature across its product range, Amul simplifies marketing efforts and streamlines cost management. This cohesion not only reflects a well-thought-out strategy but also fosters consumer trust, as the name “Amul” becomes synonymous with quality and taste.

Amul’s success story doesn’t stop at its branding; it’s equally fueled by an extensive product portfolio that caters to the ever-evolving tastes of a diverse population. From the creamy richness of butter to the wholesome goodness of milk, Amul covers the entire spectrum of dairy delights. This comprehensive range isn’t just a result of market demand; it’s a testament to Amul’s ability to foresee and adapt to consumer preferences.

At the heart of Amul marketing strategy is the umbrella approach, where the Amul Girl serves as a unifying thread. This approach is not just about selling products; it’s about weaving a narrative that encompasses the brand’s ethos, values, and the emotions it evokes. The witty billboards and print ads featuring the Amul Girl, commenting on everything from politics to pop culture, have been successful in keeping the brand alive in public discourse. In a world where attention spans are fleeting, Amul has mastered the art of staying relevant.

One of the most remarkable aspects of Amul marketing strategy is its versatility in catering to different demographics. Whether it’s the health-conscious youth seeking low-fat options or the indulgent dessert lover craving ice cream, Amul’s product lineup spans generations and tastes. This adaptability, coupled with its enduring connect with consumers, is a testament to the meticulous planning behind its marketing endeavors.

Amul’s meteoric rise to prominence isn’t solely attributed to its mouthwatering dairy products and clever advertising campaigns. An integral aspect of their success is their strategic low-cost pricing approach. Unlike many premium brands, Amul has carved its niche by focusing on affordability, making its products accessible to a wide spectrum of society. This affordability factor has played a pivotal role in endearing Amul to the middle and lower-income customer base, enabling the brand to establish a deep-rooted connection with these segments.

The importance of this pricing strategy goes beyond mere accessibility. Amul recognizes that for a significant portion of the population, dairy products are essential dietary components. By keeping prices within reach, Amul ensures that nutrition isn’t compromised due to financial constraints. This not only secures customer loyalty but also aligns with Amul’s cooperative ethos of benefiting both consumers and farmers.

Amul’s competitive pricing tactics further enhance its appeal. The brand is adept at rolling out special offers, discounts, and value packs, enticing customers without compromising on quality. This dynamic pricing strategy not only keeps customers engaged but also lures potential buyers, effectively expanding Amul’s customer base.

Also Read – DECODING TESLA MARKETING STRATEGY: UNVEILING THE ELECTRIFYING SUCCESS

Amul’s success story isn’t confined to urban supermarkets; it extends to every nook and corner of India, courtesy of its efficient distribution model. At the core of this model lies a three-tier cooperative structure. Village-level dairy societies collect milk from local farmers. These societies, in turn, supply the milk to district-level milk unions. Finally, the state-level milk federations consolidate the supply and distribute it to various markets.

This cooperative structure fosters transparency and accountability. Farmers are offered fair prices for their milk, and consumers receive fresh, unadulterated products. By decentralizing operations and involving local communities, Amul not only ensures a steady supply chain but also strengthens rural economies.

Amul’s advertising prowess is perhaps the most enchanting chapter of its marketing saga. The brand has secured its place in the Guinness World Records for the longest-running advertising campaign. Central to this campaign is the Amul Girl, a mischievous sprite who effortlessly communicates with consumers and captures the zeitgeist. The Amul Girl isn’t just an animated character; she’s a cultural commentator, bridging the gap between the brand and society.

This advertising brilliance extends to the memorable taglines that accompany Amul’s visuals. These succinct phrases encapsulate contemporary issues, pop culture references, and societal nuances, often with a humorous twist. This not only keeps the brand relevant but also fosters a strong emotional connection with consumers.

Amul marketing journey has adapted to the digital age, showcasing its versatility in staying abreast of evolving trends. The brand has harnessed the power of social media platforms such as Facebook, Twitter, and Instagram to amplify its reach and engagement. Through these channels, Amul showcases its diverse product range, shares relatable content, and actively interacts with its audience.

In addition to social media, Amul has embraced email marketing and collaborated with influencers to enhance its brand promotion efforts. One of the most innovative additions to Amul’s digital arsenal is the #AmulTopical campaign. This campaign involves creating content that’s not only interactive but also tailored to current events and trends. It’s a testament to Amul’s adaptability, ensuring that its marketing strategies resonate with a tech-savvy audience.

Amul marketing strategy is a symphony of innovation, affordability, and relatability that has resonated with the hearts of millions. From its humble origins as a cooperative society to its iconic status as the “Taste of India,” Amul’s journey has been a testament to the power of effective branding and strategic marketing. Its iconic Amul Girl, with her cheeky commentaries and timeless appeal, has solidified the brand’s place not just on billboards but in the hearts of consumers.

In conclusion, Amul’s marketing strategy isn’t just a blueprint for business success; it’s a cultural touchstone that continues to delight, inspire, and connect people across generations. As long as there’s a slice of bread to spread butter on, Amul’s legacy will continue to thrive, reminding us that a brand’s story is more than its products – it’s the embodiment of a nation’s tastes, dreams, and aspirations.

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The story of Amul: Unlocking in the Lockdown

The story of Amul during lockdown is quite in contrast to that of other brands.

Double-digit growth in sales turnover, consistent supply, and more than 100% capacity utilization of factories. These conditions sound like a long lost dream for a company in the current scenario, right? Not for Amul India!

The company has been soaring high and mighty in all aspects of business performance. One can almost say that to a large extent, the lockdown has been a positive stimulus for the cooperative giant.

When the lockdown began on March 25, 2020, Indians witnessed a gradual change in consumption patterns. With restaurants and eateries having shut shop, even the fussy eaters and the “no-cook experts” had to cook a meal for themselves.

This is what Amul India found out. And, that’s when their business witnessed a turning point in its strategy.

With everyone now (willingly or unwillingly) cooking, the demand for groceries jumped. And, with large modern stores shut, our local Kirana stores became the store of choice for all of us. Ah. The respect they deserve!

Anyway, here comes the 1 st factor of Amul India’s success … It’s large distribution network of 10,000 dealers and 10,00,000 retailers all across the country. When most companies had to halt production due to lack of labour and demand… Amul India chose to play it differently. Its tetra pack milk, cheese, and butter products have witnessed a 30%-40% rise in demand over the first quarter of 2020 . A large part of this rise is credited to the change in buying behaviour of consumers during the lockdown. Consumers wanted packaged foods more than fresh ingredients. And, with packaged products, a consumer would prefer a known brand over any local names in the store. So, of course, Amul’s 70-year-old legacy was at play when it came to consumers having to choose what brand to buy.

The Rising Demand

Okay, so we have the supply sorted, but how did Amul cater to such a huge demand spur in the market despite the lockdown? Especially when most companies were facing labor problems.

Here’s how – the MD of Amul India Mr RS Sodhi was quick in identifying the early shift in consumer preference for packaged products and daily essentials like milk, butter and ghee. So, he decided to take charge of the production centres of Amul products. And essentially, cater to the needs of the 3.6 million farmers across 18,700 villages of Gujarat who supplied the company with 23 million litres of milk every day . That’s a big number.

Mr RS Sodhi then ensured housing facilities with proper sanitation in Amul’s factories. This was done by arranging passes for its network of farmers to travel and bring their milk supply to the nearest Amul collection centre. Further, increasing its margins on products to compensate its distribution channel partners for taking the extra risk for stepping out of their houses to cater to the need of the business. So basically paying the distributors and retailers a little more than what they usually do. These are some of the key steps taken by Amul during this time that has enabled smooth business operations and given millions of Indians access to their products even in the remotest of regions.

A customer from Kerala even said in an interview that there was a shortage of biscuits in their local Kirana stores for many weeks. But, the only brand that was always available was Amul butter cookies and chocolates. Which is huge!

The story of Amul, my friend, does not end here. There’s more!

Doubling Marketing spend

While most companies were cutting their costs and barely keeping their head’s above the water… Amul decided to double its spend on marketing during the lockdown and chose to go the path less travelled. The reason if one were to understand it, was simple. The Brand Image.

As per the company’s managing director, they never really saw any logic in stopping their advertising spend in the first place. They look at their customer segment as their family. And so, RS Sodhi rightly mentioned that in times of distress, you don’t leave your family alone, you talk to them. For Amul, their loyal customer segment was their family. So, they revisited their marketing strategy and went both traditional and digital at the same time.

Most of us remember the week when Ramayana was touted to be the most-watched show on Indian television right? Well, Amul looked at that opportunity quite differently and came out with its Ramayana themed ad with the utterly butterly delicious tag lined Amul girl. This was only the start of Amul’s digital advertising strategy and creating consistent brand recall in the minds of its consumers.

After a while, it had almost become second nature for Amul to come out with an ad related to what’s happening in the country and around the world. To put it in perspective, Amul’s ad volumes during the month of April and May 2020 had witnessed a 316% increase as compared to April and May 2019.

The Nostalgia

Along with this, Amul started advertising its Amul cool and other packaged goods on TV; Given it was the most used medium of interaction by its customers. The company’s advertisements got 10 times more views than the Indian Premier League! At 1/10 th of the cost! stated by their marketing head. So, a play of nostalgia with old ads, novel presence in the digital space through carefully curated social media ads and an efficient supply chain to ensure the reach of all its products. This was Amul’s lockdown strategy to not only stay afloat… but also to soar and exceed its turnover projections for the first quarter of 2020 by 2%. Essentially making it a huge management success story with a whopping 17% increase in sales turnover and raising its sales to more than pre-COVID levels.

But wait, there’s more

The company, however, did not stop here. During the first quarter of 2020, the company introduced 33 new products into the market. The highest number of new product launches for the company in a single quarter. These products were not just a typical product line extension. But, a carefully calculated move by Amul keeping in mind its existing dominant presence in the market and the changing consumer tastes and preferences. It has come out with ‘Haldi Doodh’ and ‘Panchamrit’ keeping in mind the need and psychology of Indian consumers to build immunity and feel protected from the COVID.

Along with that, the company plans to set up a large potato processing plant in North Gujarat to roll out packaged products like French fries, Amul Parathas etc. and position these products as nutritious alternatives for the family and encourage consumers to indulge in street food delicacies at home itself.

The current story

Amul’s most recent foray is into the cooking oil segment with the product ‘Janmay’ (meaning newly born). It is a move catering to support the make in India movement launched by Shri Narendra Modi. India currently is the world’s largest importer of oil and caters to 65% of national demand for oil through imports. With 3.6 million farmers in Amul’s production network, many of whom produce various oil-producing seeds as well. It only makes sense for Amul India to leverage its existing network and fill the identified gaps in the current market at an optimum cost.

Amul India now has its eyes set to conquer the remainder of FY 2020 with its new product launch strategy. Without a question, powered by its consistent and quality marketing communication with its customers. It’s interesting when you look at the company’s moves carefully in retrospect. They didn’t do anything extraordinary, it was simply about the careful understanding of their target market; identifying the right time to interact with the country; And of course, at the core of it all, optimize and manage the business value chain smoothly.

The piece was penned by Sidhant Satapathy , a student at TAPMI. The piece is brilliantly written! Share this with your best friend on WhatsApp .

We have a piece on BCG Matrix of Amul, read it here . If you want regular updates about new pieces, follow us here .

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Starbucks Marketing Strategy Unveiled | A Case Study

Jane Ng • 31 Oct 2023 • 5 min read

Are you curious about Starbucks marketing strategy? This global coffeehouse chain has transformed the way we consume coffee, with a marketing approach that’s nothing short of genius. In this article, we’ll dive deep into Starbucks marketing strategy, exploring its core elements, the 4 Ps of Starbucks’ Marketing Mix, and its success stories.

Table Of Contents 

What is starbucks marketing strategy, key components of starbucks marketing strategy, the 4 ps of starbucks’ marketing mix, starbucks marketing success stories, key takeaways.

• FAQs About Starbucks Marketing Strategy

Starbucks marketing strategy is all about creating exceptional experiences for its customers. They do this by:

Starbucks’ Core Business Level Strategy

Starbucks is unique in the coffee world because it doesn’t just compete on price. Instead, it stands out by making special and high-quality products. They always aim for something new and innovative, which makes them different from others.

Starbucks Global Expansion Strategy

As Starbucks grows all over the world, it doesn’t use a one-size-fits-all approach. In places like India, China, or Vietnam, they change things up to suit what people there like while keeping the Starbucks style.

1/ Uniqueness and Product Innovation

Starbucks focuses on offering unique products and constant innovation.

• Example: Starbucks’ seasonal drinks like the Pumpkin Spice Latte and the Unicorn Frappuccino are excellent illustrations of product innovation. These limited-time offerings generate excitement and draw in customers seeking something different.

2/ Global Localization

Starbucks adapts its offerings to cater to local tastes while maintaining its core brand identity.

• Example: In China, Starbucks introduced a range of tea-based beverages and mooncakes for the Mid-Autumn Festival , respecting local traditions while keeping the Starbucks experience intact.

3/ Digital Engagement

Starbucks embraces digital channels to enhance customer experiences.

• Example: The Starbucks mobile app is a prime example of digital engagement. Customers can order and pay through the app, earning rewards and receiving personalized offers, simplifying and enriching their visits.

4/ Personalization and the “Name-on-Cup” Strategy

Starbucks connects with customers on a personal level through the famous “ name-on-cup ” approach.

• Example : When Starbucks baristas misspell customers’ names or write messages on cups, it often results in customers sharing their unique cups on social media. This user-generated content showcases personal connections and serves as free, authentic promotion for the brand.

5/ Sustainability and Ethical Sourcing

Starbucks promotes ethical sourcing and sustainability.

• Example: Starbucks’ commitment to buying coffee beans from ethical and sustainable sources is evident through initiatives like C.A.F.E. Practices (Coffee and Farmer Equity) . This reinforces the brand’s commitment to environmental and social responsibility, attracting customers who value sustainability.

Product Strategy

Starbucks offers an array of products, not just coffee. From specialty beverages to snacks, including specialty beverages (e.g., Caramel Macchiato, Flat White), pastries, sandwiches, and even branded merchandise (mugs, tumblers, and coffee beans). Starbucks caters to a wide range of customer preferences. The company continually innovates and customizes its product offerings to maintain a competitive edge.

Price Strategy

Starbucks positions itself as a premium coffee brand. Their pricing strategy reflects this position, charging higher prices compared to many competitors. However, they also offer value through their loyalty program, which rewards customers with free drinks and discounts, promoting customer retention and attracting price-conscious consumers.

Place (Distribution) Strategy

Starbucks’ global network of coffee shops and partnerships with supermarkets and businesses ensures the brand is accessible and convenient for customers. It’s not just a coffee shop; it’s a lifestyle choice.

Promotion Strategy

Starbucks excels in promotion through various methods, including seasonal advertising campaigns, social media engagement, and limited-time offerings. Their holiday promotions, such as the “ Red Cup ” campaign, create anticipation and excitement among customers, increasing footfall and sales.

1/ The Starbucks Mobile App

Starbucks’ mobile app has been a game-changer in the coffee industry. This app seamlessly integrates into the customer experience, allowing users to place orders, make payments, and earn rewards all within a few taps. The convenience offered by the app keeps customers engaged and encourages repeat visits. 

Additionally, the app is a data goldmine, providing Starbucks with insights into customer preferences and behaviors, enabling more personalized marketing.

2/ Seasonal and Limited-Time Offerings

Starbucks has mastered the art of creating anticipation and excitement with its seasonal and limited-time offerings. Examples like the Pumpkin Spice Latte (PSL) and the Unicorn Frappuccino have become cultural phenomena. The launch of these unique, time-limited drinks creates a buzz that extends beyond coffee enthusiasts to a broader audience. 

Customers eagerly await the return of these offerings, turning seasonal marketing into a potent force for customer retention and acquisition.

3/ My Starbucks Rewards 

Starbucks’ My Starbucks Rewards program is a model of loyalty program success. It puts the customer at the center of the Starbucks experience. It offers a tiered system where customers can earn stars for each purchase. These stars translate into various rewards, from free drinks to personalized offers, creating a sense of value for regular patrons. It boosts customer retention, elevates sales, and cultivates brand loyalty. 

In addition, it enhances the emotional connection between the brand and its customers. Through personalized offers and birthday rewards, Starbucks makes its customers feel valued and appreciated. This emotional bond encourages not only repeat business but also positive word-of-mouth marketing.

Starbucks marketing strategy is a testament to the power of creating memorable customer experiences. By emphasizing uniqueness, sustainability, personalization, and embracing digital innovations, Starbucks has solidified its position as a global brand that extends far beyond coffee.

To enhance your own business’s marketing strategy, consider incorporating AhaSlides. AhaSlides offers interactive features that can engage and connect with your audience in novel ways. By harnessing the power of AhaSlides, you can gather valuable insights, personalize your marketing efforts, and cultivate stronger customer loyalty.

FAQs About Starbucks Marketing Strategy

What is the marketing strategy of starbucks.

Starbucks’ marketing strategy is built on delivering unique customer experiences, embracing digital innovation, ensuring product quality, and promoting sustainability.

What is Starbucks most successful marketing strategy?

Starbucks’ most successful marketing strategy is personalization through its “name-on-cup” approach, engaging customers and creating social media buzz.

What are the 4 P’s of marketing Starbucks?

Starbucks’ marketing mix consists of Product (diverse offerings beyond coffee), Price (premium pricing with loyalty programs), Place (global network of stores and partnerships), and Promotion (creative campaigns and seasonal offerings).

References: CoSchedule | IIMSkills | Mageplaza | MarketingStrategy.com

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