Course Code: MKT201 CourseTitle: PRINCIPLES OF MARKETING

Course Instructor: Dr. Ashwani Panesar

Academic Task No.: 01
Date of Allotment: 03.09.2024 Date of submission: 27.09.2024
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 Amul (Anand Milk Union Limited)

Amul (Anand Milk Union Limited) is an Indian dairy cooperative, headquartered in Anand,
Gujarat. It was established in 1946 and has become one of the most prominent brands in the
Indian dairy industry. Amul is a cooperative brand managed by the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), which is jointly owned by about 3.6 million milk
producers in Gujarat. The formation of Amul was a response to the exploitation of small dairy
farmers by middlemen, and it has grown into a symbol of the White Revolution in India,
which aimed to make the country self-sufficient in dairy production.
Key Highlights of Amul:
1. Foundation and Leadership:

o Founded: December 14, 1946

o Founders: Tribhuvandas Patel and Verghese Kurien (Father of the White
Revolution)
o Headquarters: Anand, Gujarat
o Parent Cooperative: Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF)
2. Business Model:

o Amul operates on a cooperative model, empowering small-scale dairy farmers.

o The cooperative collects milk from farmers, processes it, and markets it across
India and abroad.
o The profits from sales are distributed to the dairy farmers, ensuring fair
compensation.
 3. Product Range:

o Milk and Milk Products: Amul offers a wide range of dairy products,
including milk, butter, cheese, yogurt, ghee, paneer, ice cream, and milk
powder.
o Value-added Products: Amul also offers chocolates, bread spreads,
beverages, and sweets.
4. White Revolution:

o Amul played a key role in India's White Revolution, making the country the
largest producer of milk in the world.
o Dr. Verghese Kurien’s leadership was crucial in transforming the dairy sector
through this initiative.
5. Marketing and Branding:

o Amul’s mascot, the “Amul Girl,” has been a significant part of its marketing
campaigns. The mascot appears in humorous, topical advertisements related to
current events, which have made the brand widely recognized.
o Its slogan, “The Taste of India,” reflects Amul’s connection with Indian culture
and its impact on the country's dairy consumption.
6. Global Reach:

o Amul exports its dairy products to over 50 countries, including the USA,
Canada, Australia, the Middle East, and Southeast Asia.

Mission and Vision:

• Mission: To provide nutritious and affordable dairy products to consumers, while
ensuring a fair livelihood for dairy farmers.
• Vision: Amul envisions transforming the lives of rural farmers by empowering them
through cooperatives and contributing to the socio-economic development of India.
PRODUCTS

Amul offers a diverse range of dairy products, including milk, butter, cheese, ghee, and
paneer. Their milk variants range from full cream to toned and skimmed milk, catering
to different dietary needs. Amul is famous for its butter, often used in households across
India. Their cheese products include processed cheese, cheese slices, mozzarella, and
spreads. They also offer a variety of curd, yogurt, and lassi products. Amul's ice creams
are available in numerous flavors, along with chocolates, milk powders, and health
drinks. Additionally, they provide Indian sweets like Gulab Jamun and Rasgulla,
making Amul a one-stop brand for dairy and related products.

Comprehensive and Insightful Analysis of Amul’s

4Ps (Product, Price, Place, Promotion)

Amul, one of India’s largest dairy cooperatives, has successfully used the 4Ps of marketing—
Product, Price, Place, and Promotion—to become a dominant player in the dairy industry.
This analysis will explore each element of Amul’s marketing mix with thorough examples to
illustrate its strategy.
1. Product Strategy

Amul’s product portfolio is diverse and built around its core offering: dairy products. Over
the years, Amul has expanded its portfolio, catering to various consumer needs by innovating
within the dairy segment and beyond.
Core Product Range
• Milk is Amul’s core product and the foundation of the brand. The company offers
several variants, including Amul Gold (full cream), Amul Taaza (toned milk), Amul
Slim & Trim (low-fat milk), to target different consumer groups based on their dietary
preferences and needs.
• Butter is perhaps one of Amul’s most iconic products, and the “Amul Butter Girl”
mascot has become synonymous with the brand. Amul's butter is widely consumed,
from household kitchens to restaurants, and the product continues to maintain a strong
foothold in India.

Innovative Products
• To cater to evolving consumer preferences, Amul has introduced flavored milk, milk-
based beverages, and products with an emphasis on nutrition, such as Amul Lactose-
free Milk for lactose-intolerant consumers.
Relevance and Justification
Amul’s product strategy is both broad and deep, covering daily essentials, indulgent
products, and health-conscious options. This range allows the brand to cater to various
market segments, from the mass market to niche audiences like health-conscious or
premium consumers. By leveraging its cooperative structure, Amul ensures fresh, high-
quality products that build on its “Taste of India” proposition.
2. Price Strategy

Amul’s pricing strategy is rooted in its cooperative model, which ensures cost efficiency and
affordability. Its ability to offer high-quality products at competitive prices has allowed Amul
to dominate the Indian dairy market.
Competitive Pricing
• Amul employs a competitive pricing strategy, ensuring that its products are affordable
to the vast majority of Indian consumers. This pricing strategy helps Amul maintain
mass appeal, as it directly competes with both local and multinational brands in India.
For instance, its milk is priced slightly lower than competitors, offering great value
for money.
• Amul's ice creams are priced lower than premium international brands like Häagen-
Dazs or Baskin Robbins, but still offer a premium feel with a focus on natural
ingredients (real milk). This allows Amul to appeal to middle-income consumers who
want quality but are price-sensitive.
Value Pricing for Commodities
• For products like milk, butter, and cheese, Amul uses a value-based pricing approach
where the cost is aligned with the perceived value of the product. Since these are
essential commodities for daily consumption, Amul ensures that the pricing is
accessible, balancing between farmers' interests and consumers’ affordability.
Penetration Pricing
• Amul uses penetration pricing when launching new products, especially in highly
competitive categories. For example, when Amul entered the chocolate market, it
priced its products competitively lower than leading chocolate brands like Cadbury to
attract a wider audience.
Relevance and Justification
Amul’s pricing strategy is a key factor in its success. The cooperative nature of the
business ensures that it can offer products at lower prices while maintaining high
quality. This approach has allowed Amul to compete effectively in both rural and urban
markets and ensures its products are available across all income segments.
3. Place (Distribution) Strategy

Amul has developed a robust and efficient distribution network that ensures its products
reach consumers across urban, semi-urban, and rural markets.
Widespread Distribution Network
• Amul’s products are distributed through a vast network of over 10,000 distributors
and millions of retailers across India. Its products are available not only in major retail
stores but also in small, local kirana (grocery) stores, making them accessible to
consumers across all regions.
• The company also works with a cold chain distribution system to ensure that products
like milk, butter, and ice cream, which require refrigeration, maintain their quality
during transportation and storage. This extensive infrastructure helps Amul dominate
the perishable goods market.
Cooperative Distribution Model
• Amul’s distribution strategy is supported by its cooperative structure. The Gujarat
Cooperative Milk Marketing Federation (GCMMF) handles the procurement of milk
from farmers, processing, and distribution. This model ensures that farmers get a fair
price, and products are efficiently delivered to consumers.
• Milk is procured twice a day from millions of farmers, processed in nearby plants, and
quickly distributed to the market. This ensures freshness and minimal wastage, which
is crucial for dairy products.
Digital and E-commerce
• Amul is increasingly embracing e-commerce platforms and has partnered with major
online grocery delivery services like BigBasket, Amazon, and Grofers to sell its
products online. This ensures that Amul can cater to urban consumers who prefer the
convenience of home delivery.
• Additionally, Amul has its own platform, Amul Online, where customers can place
orders directly, expanding its digital footprint.

Relevance and Justification

Amul’s place strategy is critical to its success. The company’s ability to reach even the
most remote parts of India, coupled with its efficient cold chain network, ensures that
fresh products are available to a broad audience. This widespread distribution allows
Amul to dominate the dairy sector in India and maintain its leadership position.
4. Promotion Strategy

Amul’s promotion strategy is one of the most iconic and consistent elements of its marketing
mix. The company uses a mix of traditional and modern advertising techniques to engage
with a broad consumer base.
The Amul Butter Girl Campaign
• One of the longest-running advertising campaigns in India, the Amul Butter Girl is an
iconic symbol of the brand. The clever, topical, and humorous ads featuring the butter
girl commenting on current events have kept Amul relevant and visible for decades.
These ads often spark conversation and create a strong emotional connection with
consumers.
Tagline: “The Taste of India”
• Amul has positioned itself as a brand that represents the essence of India through its
famous tagline, “The Taste of India.” This slogan promotes the idea that Amul is a
brand for everyone in India, offering products that are part of the country’s culture and
daily life. This resonates with consumers across regions, fostering a strong sense of
loyalty.
Digital Marketing and Social Media
• In recent years, Amul has increased its focus on digital marketing, leveraging
platforms like Facebook, Instagram, and Twitter to engage with younger audiences.
The brand’s creative posts and topical content have helped it stay relevant in the
digital age. Amul also uses influencers and digital campaigns to promote its new
product launches, such as Amul’s range of chocolates or ice creams.
Sponsorships and Events
• Amul sponsors major sports events like cricket and hockey, leveraging India’s passion
for sports to connect with a wider audience. These sponsorships help increase brand
visibility, especially during large events such as the Indian Premier League (IPL) or
international cricket matches.
Relevance and Justification
Amul’s promotion strategy is highly effective, combining nostalgia with modern
marketing. The Amul Butter Girl campaign is one of the most recognized campaigns in
India and has built a deep emotional connection with consumers over generations. By
combining traditional advertising with a growing digital presence, Amul ensures that it
remains relevant and top-of-mind for both older and younger generations.
Comprehensive Analysis of Amul's STP (Segmentation,
Targeting, Positioning) Strategies

Amul, India’s largest dairy cooperative, has adopted a highly effective STP strategy—Seg-
mentation, Targeting, and Positioning—that has helped it become one of the most trusted
brands in the country. This analysis will delve into Amul's STP strategies with detailed exam-
ples and justifications for each element.

1. Segmentation Strategy

Segmentation involves dividing the market into distinct groups based on shared characteris-
tics. Amul has adopted a multi-dimensional segmentation strategy based on demographics,
geography, and behavioral factors to cater to various market segments.

1.1. Demographic Segmentation

Amul segments its market demographically based on factors like age, income, and lifestyle.
This allows the company to target different consumer groups with tailored products.

• Income-Based Segmentation:
o Amul targets the mass market with affordable products like Amul Milk,
Amul Butter, and Amul Ice Cream, which are priced to appeal to middle-
and lower-income groups.
o Simultaneously, Amul caters to premium consumers with products like
Amul Cheese Spread, Amul Dark Chocolate, and Amul Probiotic Milk,
aimed at higher-income and health-conscious segments.
• Age-Based Segmentation:
o Amul’s products are segmented to appeal to different age groups. For instance,
Amul Kool flavored milk targets younger consumers looking for refreshing
beverages, while Amul Probiotic products and Amul Lactose-Free Milk ca-
ter to older adults and individuals with specific dietary needs.
1.2. Geographic Segmentation

Given India's diversity, Amul uses geographic segmentation to reach consumers across both
urban and rural regions.

• In urban areas, Amul offers a wide range of premium products like cheese, flavored
milk, butter cookies, and ice creams to cater to evolving consumer preferences.
• In rural markets, where affordability is key, Amul focuses on essential dairy prod-
ucts such as milk, curd, buttermilk, and butter. Amul's smaller SKUs (stock-keep-
ing units) in rural markets help maintain accessibility.

1.3. Behavioral Segmentation

Amul also segments the market based on consumer behavior, including usage rate, brand
loyalty, and benefits sought.

• Usage Rate: Amul targets high-usage consumers (households and restaurants) with
bulk packaging for products like milk and butter.
• Brand Loyalty: The brand has strong loyalty among Indian consumers due to its
long-standing reputation for quality, making it a household staple for decades.
• Benefits Sought: Health-conscious consumers are targeted with products like Amul
Slim Milk, Probiotic Dahi, and lactose-free milk, which offer specific health bene-
fits.

Justification

Amul’s segmentation strategy is comprehensive and well-suited to India’s vast and diverse
market. By dividing the market along multiple dimensions—demographic, geographic, and
behavioral—Amul ensures that its products cater to a wide range of consumers with different
needs and preferences. This segmentation allows Amul to serve both mass-market consumers
and niche groups effectively.

2. Targeting Strategy

Targeting involves selecting the specific market segments that the company will focus on and
tailoring marketing efforts to those segments. Amul uses a differentiated targeting strategy,
appealing to multiple consumer groups with distinct product lines.
2.1. Mass Market Targeting

Amul predominantly targets the mass market in India with its essential dairy products,
such as Amul Milk, Butter, Ghee, and Dahi (curd). These products are staples in Indian
households and are positioned to cater to the daily needs of millions of consumers across dif-
ferent income groups.

• For example, Amul Milk is offered in various formats (full cream, toned, double-
toned) at competitive prices, making it accessible to consumers in all income brackets.

2.2. Targeting Health-conscious Consumers

Amul has identified the growing trend of health-consciousness, especially in urban areas,
and targets this segment with specific product offerings like:

• Amul Probiotic Milk and Yogurt for gut health.

• Amul Slim and Trim Milk for those seeking low-fat options.
• Lactose-Free Milk to cater to people with lactose intolerance.

These products are often priced higher than regular products and are targeted at urban, mid-
dle-to-upper-class consumers who are willing to pay a premium for health benefits.

2.3. Rural Market Targeting

Amul also effectively targets rural consumers, focusing on affordable dairy products that
serve as daily essentials. For example, smaller packs of products like Amul Butter and Milk
are designed to fit the price sensitivity of rural consumers while ensuring quality and reliabil-
ity.

Justification

Amul’s differentiated targeting strategy enables it to address the needs of both mass-mar-
ket consumers and niche segments. By focusing on essential dairy products for the majority
while also offering premium and health-focused products for specific groups, Amul effec-
tively maximizes its reach across India’s socio-economic spectrum.

3. Positioning Strategy
Positioning refers to how the brand is perceived in the minds of consumers relative to com-
petitors. Amul has successfully positioned itself as a trusted, high-quality, and affordable
brand that caters to every Indian household, while also emphasizing health and premium
product lines for specific segments.

3.1. Trust and Quality: “The Taste of India”

Amul has positioned itself as a trusted brand through its consistent focus on quality and re-
liability. The brand's famous tagline, “The Taste of India,” underscores its position as an
essential part of Indian culture and everyday life.

• Amul’s legacy of offering pure and fresh dairy products builds consumer confidence.
This long-standing trust makes Amul the go-to choice for products like milk, butter,
and ghee across generations.
• Amul’s cooperative structure, which benefits millions of Indian farmers, further en-
hances its reputation as a brand that contributes to the community, reinforcing its
trustworthy image.

3.2. Affordable and Accessible

Amul is positioned as a brand that provides high-quality dairy products at affordable

prices. This positioning is key to its success in both urban and rural markets, as affordabil-
ity ensures that Amul’s products are accessible to consumers across income levels.

• For example, Amul Milk is priced competitively, ensuring mass-market appeal, while
the brand’s wide distribution network ensures that its products are available in even
the most remote areas.

3.3. Health and Nutrition

Amul has also positioned itself as a health-conscious brand, catering to consumers who pri-
oritize nutrition and well-being.

• With products like Amul Slim Milk, Probiotic Dahi, and lactose-free options, Amul
effectively communicates its commitment to health and nutrition. These products are
typically marketed to urban, health-conscious consumers who are increasingly con-
cerned about fitness, diet, and wellness.

Relevance and Justification

Amul’s positioning strategy has been highly effective in building a brand that appeals to a
wide array of consumers. Its positioning as a trusted, affordable, and health-conscious
brand resonates with the mass market while creating separate identities for premium and
health products to cater to more specific segments. By emphasizing trust, quality, and afford-
ability, Amul has secured a dominant position in the Indian dairy industry.
Recommendations for Amul’s Marketing Mix Strategy
and STP (Segmentation, Targeting, and Positioning)

Amul’s current marketing mix and STP strategies have contributed significantly to its success
in the Indian market. However, there are opportunities for further refinement and innovation.
Below are detailed recommendations for Amul's Marketing Mix (4Ps) and STP
(Segmentation, Targeting, and Positioning) strategies, aimed at enhancing its competitive
edge and expanding its market reach.

Marketing Mix Strategy Recommendations

1. Product Strategy
Amul has a wide portfolio of dairy and non-dairy products, but there is room to innovate and
diversify further to meet changing consumer needs.

Recommendations:
• Expand Plant-based and Dairy Alternatives: As the market for plant-based
alternatives grows globally, Amul could explore expanding its product range to
include plant-based milk (almond, soy, oat) and vegan cheese. Given the increasing
number of health-conscious and vegan consumers in urban areas, Amul’s entry into
this segment could attract new consumers and position it as a leader in both dairy and
non-dairy alternatives.
• Customized Packaging and Products for Children: Introducing product lines
specifically targeted at children with fun packaging and enhanced nutrition (e.g.,
flavored milk fortified with calcium and vitamins) could help Amul create a niche in
the kids’ dairy market.

Justification:
Expanding into plant-based and functional products will allow Amul to capture health-
conscious and sustainability-focused segments. Furthermore, innovation in the children’s
segment will cater to parents seeking healthy and fun dairy options for their children,
strengthening Amul’s brand equity as a health-conscious and innovative company.
2. Price Strategy
Amul’s pricing strategy is highly competitive, but with changing consumer preferences and
inflationary pressures, it may need to adapt to maintain profitability and consumer loyalty.
Recommendations:
• Bundle Pricing Strategy: Amul can introduce value bundles to increase the
perceived value of its offerings. For instance, bundling products like milk, butter, and
cheese at a discounted rate could attract price-sensitive consumers while driving
higher sales volumes.
• Price Differentiation in Urban and Rural Areas: Amul can further refine its price
differentiation strategy by offering economical packs in rural markets while
maintaining slightly higher pricing for premium products in urban areas, where
consumers are willing to pay for convenience and quality.
Justification:
Dynamic and bundle pricing strategies can help Amul strike a balance between maintaining
affordability for the mass market while optimizing profitability for premium products.
Rural-specific pricing models will ensure continued penetration and consumption in lower-
income areas.

3. Place (Distribution) Strategy

Amul has an extensive distribution network, but there are new opportunities to enhance its
reach through digital channels and niche markets.
Recommendations:
• Strengthen E-commerce and Direct-to-Consumer (D2C) Channels: Amul can
capitalize on the increasing preference for online grocery shopping by strengthening
its presence on e-commerce platforms like Amazon, Flipkart, and BigBasket. It can
also develop its own direct-to-consumer (D2C) online store with special subscription
models for fresh milk and dairy deliveries, providing convenience for urban
consumers.
• Rural Penetration via Micro Distribution Hubs: In rural India, Amul could develop
micro distribution centers in small towns, allowing for faster and more efficient
distribution in remote areas. This will ensure product availability in underserved
areas, especially for essential products like milk, butter, and buttermilk.
Justification:
Strengthening its online presence and embracing a D2C model will allow Amul to cater to
urban consumers’ demand for convenience, while micro distribution hubs can help deepen
its rural penetration and meet rising demand in small towns and villages.
4. Promotion Strategy
Amul’s iconic Amul Butter Girl campaign and tagline “The Taste of India” have ensured
strong brand recall. However, Amul could modernize its promotions to engage younger
audiences and sustain long-term brand loyalty.
Recommendations:
• Expand Digital Marketing and Social Media Presence: Amul should strengthen its
digital marketing efforts by leveraging influencers, social media platforms, and
user-generated content. By running campaigns on Instagram, TikTok, and YouTube,
Amul can engage with millennials and Gen Z consumers who spend more time on
these platforms. For instance, Amul could introduce a #MyAmulMoment campaign
where users share their Amul experiences on social media.
• Influencer Marketing and Collaborations: Partnering with influencers and
nutrition experts to promote Amul’s healthy and premium products would help the
brand tap into new consumer bases. Collaborating with fitness bloggers for protein-
rich products or celebrity chefs for cheese and gourmet products could elevate brand
perception in the premium and health-conscious segments.
• Interactive Product Sampling and In-store Promotions: Amul could increase
experiential marketing through in-store sampling at supermarkets and shopping
malls for premium products like ice cream, cheese, and chocolates. Offering limited-
time discounts and interactive product trials could drive sales and improve product
awareness.

Justification:
Expanding digital and influencer marketing would modernize Amul’s promotional strategy,
enabling the brand to connect with younger audiences. Interactive promotions, product
sampling, and in-store promotions would help Amul convert curious customers into loyal
buyers, especially for premium products.

STP (Segmentation, Targeting, and Positioning)

Recommendations
1. Segmentation Strategy
Amul’s current segmentation effectively covers demographic and geographic dimensions, but
there’s room for refinement based on psychographic and lifestyle characteristics.
Recommendations:
• Lifestyle-based Segmentation: Amul can further segment its market based on
lifestyle and psychographics, focusing on health-conscious, eco-conscious, and
indulgence-seeking consumers.
o For instance, Amul could target eco-conscious millennials with organic or
sustainable dairy products (e.g., organic milk).
 o Busy professionals could be targeted with on-the-go, ready-to-drink
products like smoothies and flavored milk.
• Niche Segmentation for Specialized Dietary Needs: Amul could also create
products catering to specific dietary needs, like keto-friendly or low-sugar
products, and market them to health-conscious, fitness-oriented consumers. This
niche segmentation could help Amul attract urban consumers who follow specific
diets.

Justification:
Segmentation based on lifestyle and psychographics will help Amul tap into new consumer
bases who have distinct preferences regarding health, sustainability, and indulgence. By
catering to specialized dietary needs, Amul can further differentiate itself in the competitive
dairy market.

2. Targeting Strategy
Amul’s mass-market targeting has been highly successful, but more focused efforts on
premium and niche segments could enhance its brand equity.
Recommendations:
• Increase Focus on Premium Segments: Amul should increase its emphasis on
targeting affluent, urban consumers by expanding its premium product range, such
as gourmet cheese, artisanal butter, and luxury chocolates. These products can be
positioned to cater to high-income consumers who value quality and indulgence.
• Urban Millennials and Gen Z Targeting: With younger consumers becoming
increasingly health-conscious and tech-savvy, Amul should strengthen its focus on
millennials and Gen Z by promoting products like high-protein milk, yogurt, and
snackable dairy items. These products can be marketed as convenient, healthy
alternatives for young professionals on the go.

Justification:
A focused targeting approach for premium products will help Amul capture a lucrative
segment of high-income urban consumers. In parallel, targeting younger generations with
health-oriented products and modern marketing strategies will help ensure long-term brand
relevance and loyalty.

3. Positioning Strategy
Amul’s current positioning as a trusted, affordable, and quality-driven brand is strong, but
it could further develop sub-brands for specific markets and consumers.
Recommendations:
• Positioning for Sustainability and Ethical Sourcing: Amul could position a new
range of sustainably sourced, eco-friendly dairy products to appeal to eco-
conscious consumers. This could include products from organic dairy farms or
 sustainably sourced packaging. Communicating the ethical treatment of farmers
and environmental impact would build a deeper connection with this growing
consumer segment.
• Dual Positioning for Health and Indulgence: Amul can adopt a dual-positioning
strategy, where it highlights both its health benefits (e.g., probiotic yogurt, lactose-
free milk) and indulgence-focused offerings (e.g., luxury chocolates, premium
cheese). This will help Amul tap into two different consumer motivations.

Justification:
Positioning around sustainability and ethical sourcing would resonate with modern
consumers concerned about the environment and social responsibility. Dual positioning for
health and indulgence ensures that Amul remains relevant to both wellness-focused
consumers and those seeking luxurious treats.

Conclusion
Amul’s success is built on a well-rounded and highly effective 4Ps marketing mix strategy.
By offering a wide variety of high-quality dairy and non-dairy products (Product),
maintaining competitive and value-based pricing (Price), reaching consumers in every corner
of the country through an extensive distribution network (Place), and creating strong
emotional connections through iconic advertising and digital campaigns (Promotion), Amul
continues to lead India’s dairy industry. Each element of the 4Ps works in synergy, ensuring
that Amul’s products are accessible, affordable, and highly desirable across diverse consumer
segments.
Amul’s STP strategy is a masterclass in balancing mass-market appeal with niche targeting.
Through its segmentation, Amul effectively addresses the needs of diverse consumer groups
based on demographic, geographic, and behavioral factors. Its differentiated targeting
strategy ensures that it can cater to both mass-market consumers seeking affordability and
premium customers desiring indulgence and health benefits. Finally, Amul’s positioning as a
trusted, high-quality, and affordable brand has helped it maintain dominance in India’s
competitive dairy market while fostering strong consumer loyalty across generations.
By refining its Marketing Mix and STP strategies, Amul can maintain its stronghold in the
Indian dairy industry while capturing new market opportunities. Expanding product
innovation, modernizing promotional efforts, and focusing on premium and niche segments
will enable Amul to remain a leader in the evolving consumer landscape.
REFERENCES
https://amul.com/
https://www.marketing91.com/marketing-mix-of-amul/
https://en.wikipedia.org/wiki/Amul
https://www.studocu.com/in/document/indian-statistical-institute/optimization/amul-
stp-marketing-of-amul-in-indian-context-amul-is-indias-largest-dairy/17127443

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