MARKETING
MANAGEMENT
ASSIGNMENT
SUBMITTED
BY:
YASHVI
GROVER
BBA SHIFT 1,
2ND YEAR, SEM
3
HISTORY
• Amul is an Indian dairy cooperative society, based at
Anand in the Indian state of Gujarat.
• The word “Amul” is derived from Sanskrit word ‘Amulya’
which means ‘priceless’, was founded in 1946 through
the efforts of Tribhuvandas Kishibhai Patel.
• Amul spurred India's White Revolution, which made the
country the world's largest producer of milk and milk
products.
• Kurien, founder-chairman of the GCMMF(Gujarat Co-
operative Milk Marketing Federation Ltd.) for more than
30 years (1973–2006), is credited with the success of
Amul's marketing.
ABOUT
AMUL
• Amul started the business with milk as its
starting product which is still their most
demanding product. But with changing time
and changing demand, Amul added more
items to its product list. Currently Amul
manufactures milk, milk powder, sweets,
ghee, butter, cheese and many other widely
used dairy items.
• Amul is the oldest dairy brand in the country
and has become a household name in India.
The brand led the Indian dairy industry and
ranked India number 1 on the global level.
MISSION AND
VISION
• Mission of Amul- “We the motivated and
dedicated workforce at Amul are
committed to produce wholesome and
safe foods of excellent quality to remain
market leader through development of
quality management system, state of art
technology, innovation and eco-friendly
operations to achieve delightment of
customers and milk producers”.
• Vision of Amul- Amul has a vision to
provide more and more satisfaction to
the farmers, employees and distributors.
THE AMUL
MODEL
• This model aims to provide ‘value for money to the
customers and protect the interests of farmers
simultaneously’.
• The Amul Model is a three-tiered structure that is
implemented in its dairy production:
1. Amul acts as a direct link between milk producers and
consumers that removes the middlemen which help
them offer products at affordable prices.
2. Farmers (milk producers) control procurement,
processing, and marketing.
3. Run by Professional Management
• With this model, Amul has made a significant impact in
the market along with taking care of the farmers and
also providing value for money services to its customers.
AMUL’S TARGET AUDIENCE
• CUSTOMER BASED TARGET AUDIENCE
Segment-wise breakdown of Customer-Based target Audience
CUSTOMERS AMUL PRODUCTS
Kids Chocolate, Amul Kool, Amul Milk
Youth Amul Pizza Cheese, Cheese spread
Health Conscious Amul Shakti, Amul Lite Butter
INDUSTRY BASED TARGET AUDIENCE
• Amul has segmented Milk for various industries such as ice-cream manufacturers,
restaurants, coffee shops, and many similar industries.
• Further, it has segmented Butter, Ghee, and Cheese for bakeries, pizza, snack retailers,
confectionaries, and many more.
• The target audience study tells us that Amul has a strong presence in both business-to-
business (B2B) and Business-to-Customers (B2C).
Amul, has a diverse product
THE 4 P’s OF portfolio and offers a variety of
dairy products. Below is a list of a
AMUL-PRODUCT
few popular products that Amul has
to offer
• Amul Butter
• Amul Milk, Amul Tazaa, Amul
Slim lite
• Amul Paneer, Amul Fresh Cream,
Amul Buttermilk
• Amul Chocolates
• Amul Cheese
• Amul Beverages
• Amul Icecream
• Amul Dahi
• Amul Ghee
THE 4 P’s OF AMUL-
PRICE
• Amul uses a combination of Competitive
and Low-Cost Pricing for its marketing
mix.
• For products like Milk, Ghee, Ice-cream
etc., Amul follows Low Price Strategy
where they offer these products at a
lower cost than their competitors.
• For products like Amul Spray, Prolite,
Condensed Milk, the company follows
Competitive Pricing where the price of
these products are kept close to, or less
than the competition.
THE 4 P’s OF AMUL-
PLACE
There are two channels that Amul uses for the production
of its goods and the distribution of the end product.
• Acquisition Channel: Amul works directly with the
villagers and village co-operative societies to gather milk
which is then sent to manufacturing units for producing
different productions
• Distribution Channel: Amul has an extensive chain of
distributors which help it in distributing the products
across the country. The products are sent to company
depots from where it is sent to whole sellers and then
finally to individual retailers.
THE 4 P’s OF
AMUL-
PROMOTION
• Campaigns such as “Indian Taste” have given emotional value to its marketing, and
each household’s promise as a family product has been realized.
• As per Amul, just to maintain the economies and not to affect the cost of the product, their
advertising budget does not exceed 1% of their turnover.
• It is because of these reasons that Amul is able to provide quality products at affordable prices.
THE AMUL
GIRL
The Story of the Amul Girl, India’s Most Loved
Ad Icon
• Amul Girl is the official mascot of the Amul
brand. It is a hand-drawn cartoon of a
young Indian girl dressed in a polka-
dotted frock with blue hair and a pony tied
up.
• The Amul Girl was created as a response
to Amul’s rival brand Polson’s butter-girl
back in 1967. It has made a world record
for the longest run ad campaign that ever
happened on planet earth!
• Amul’s mascot strategy has worked out
very well offline as well as online.
DIGITAL MARKETING
STRATEGIES
AMUL ON FACEBOOK AND INSTAGRAM
• Amul’s digital marketing campaigns which were a hit
on Facebook as well as Instagram.
“Eat Milk with Every Meal”
• In 2013, Amul came up with a campaign for the digital
space as well as print.
• The objective of this campaign was to educate Indian
buyers about the goodness of milk and its
byproducts.
• In older times milk was considered the world’s
favorite energy drink but in the present era of junk
food, the importance of milk has been undermined.
• So, in this campaign, Amul focused on repositioning
Milk and its entire range of dairy products to seem
trendy and tempting to all.
DIGITAL MARKETING
STRATEGIES
AMUL ON TWITTER
• On Twitter, Amul has a massive fan base of over
335K followers given that Twitter is a very
different platform when compared to other social
media platforms.
• On various occasions, Amul posts fun graphics
featuring the Amul Butter Girl. Many people
connect with those graphics and retweet them to
show how they feel about the latest happenings
in the world.
AMUL ON YOUTUBE
• Amul is also present on You Tube and it enjoys about
DIGITAL 4,03,000 subscribers on its official You Tube channel
called, Amul The Taste of India. However, On You Tube, it
MARKETING
puts out advertisements that are previously aired on
television.
• Although, during the Covid-19 pandemic when the
STRATEGIES country was in lockdown, Amul started a new campaign
called Simple Home Made Recipes that was also
promoted as “#SimpleHomeMadeRecipes”.
AMUL'S DIGITAL MARKETING
STRATEGIES DURING COVID-19
1. AMUL CLASSICS
• Doordarshan had started airing
Ramayana and Mahabharat again after
a span of a long time. So, Amul received
a lot of requests from customers to
start airing their old 90s retro ads
again.
• That’s when Amul took its customers
on a nostalgic trip by airing its old com
online as well as on TV.
AMUL'S DIGITAL MARKETING STRATEGIES
DURING COVID-19
2. SIMPLE HOMEMADE RECIPES
• During the start of the lockdown,
Amul came up with a campaign
called #SimpleHomeMadeRecipes.
• In each episode of this cooking show,
chefs shared a new recipe in which
they used Amul products. Around
750 million people viewed these
episodes, and Amul even shared
pictures of dishes prepared by their
audience. It has released more than
700 episodes on its You Tube channel
and continues to upload it regularly.
