This document summarizes the marketing strategy of Amul dairy. It discusses Amul's unique marketing strategies such as using an iconic mascot girl in advertisements, moment marketing on social media, providing high quality products at affordable prices, using memorable taglines, selling various products under one flagship brand, and implementing a strong digital marketing strategy including SEO. Amul has been able to dominate the dairy industry in India through innovative marketing campaigns that connect with customers while maintaining its goal of benefiting milk producers.

1. [1]
SUMMER TRAINING PROJECT
ON
A STUDY ON MARKETING STRATRGY OF AMUL DIARY
SUBMITTED TO:
Department Of Business Management Studies of ICFAI university , Jaipur
SUPERVISED BY: SUBMITTED BY:
ASSISTANT PROFESSOR Sakshi Khandelwal
Dr. RuchiGupta ( faculty) BBA 1st year

2. [2]
STUDENT DECLARATION
This is to declare that this research project “ A STUDY ON MARKETING
STRATEGY ON AMUL DIARY “ is a record of genuine work done by under the
guidance of Dr. Ruchi Gupta ( faculty) in the partial fulfillment of the
requirement for BACHELOR OF BUSINESS ADMINISTRATION
DATE: 1ST August
PLACE: Jaipur
Sakshikhandelwal
BBA 1ST YEAR

3. [3]
ACKNOWLEDGEMWNT
I am Sakshi khandelwal of (BBA) in ICAFI , Jaipur is highly grateful to all
those who guided me in completing this project .
I want to thanks to those people to whom whenever I approached for help
they have given their valuable time .I would like to take this opportunity and
go on record to thank for their help and support . I am thankful to the ICFAI
university Jaipur for provided this project.
Special thanks to Dr. Ruchimaam for their guidance and support and make
me able to overcome from many difficulties which I face during make this
project .
I wish to thank all my teachers for their helpful inputs insightful comments
steadfast love and support.
Sakshi khandelwal

4. [4]
Amulneeds 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.
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.
Amul was established in 1946 not merely as a brand but as a
movement too. A movement that gave the farmers of Gujarat the
courage to Dream, Hope, and Live. It was founded with the
purpose to stop the exploitation done by the middlemen
“PestonjeeEdulji” who marketed Polson butter.

5. [5]
Amul is derived from Anand Milk Union Limited. It was started by Dr.
VergheseKurein 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.
Currently, Amul is still a cooperative company run under the guidance of RS Sodhi, who
is the Managing Director (MD) of the company. It is supervised by Gujarat Cooperative
Milk Marketing Federation Limited (GCMMF).
The company operates in the FMCG sector and has rich expertise in the dairy segment
of the industry.

6. [6]
HISTORY OF ORGANIZATION
Amul is basically operated from Anand and it’s on co-operative basis.
Amulproduceslarge variety of product range starting from Milk, MistiDahi,
Mozzarella, Cheese andReady to eat pizza as well as Ice creams and
chocolates. Amul has been the market leaderin butter for last 56 years. No
such competitor stands before Amul butter.
Therefore Amul decided to enter into Ice cream field in 2002. After a long
research inthis field, an output obtained was positive. Though of the tough
competitors like Mother Dairy, Britannia, Cadbury and many more.Amul was
ready to face them. Amul was verysuccessful and got a positive response from
the market in 2002. It was because of itsbrand image, product range and test
which were given to the retailers.
The main competitors of amul were Mother Dairy, Paras and Paragmilk .
Mother dairy was very strong due to its facilities as well as it has made a room
incustomers mind. Whereas Amul had also provided a deep freeze
on security onpreference of the retailer.Paras was the second major
competitor due to its huge investments of money on sales promotion as
well as Paras provides a large variety of product range and attractive
packaging.
Amul had a very good advantage of its good brand image. It has captured a
very goodmarket in Ghaziabad and Sahibabad area. Amul has a start to end
range of every product.Consumers are very much attracted towards Amul’s
quality, which was highest among all competitors .
He basic strength of the Indian economy is agriculture on which seventy
percent of the Population depends for their livelihood. And a part of it is the
Indian dairy industry.

7. [7]
CGMMF
Gujarat Cooperative Milk Marketing Federation Ltd. (GCMMF), is India's largest food
product marketing organisation with annual turnover (2021-22) US$ 6.2 Billion. Its daily
milk procurement is approx 26.3 million Liters per day from 18600 village milk
cooperative societies, 18 member unions covering 33 districts, and 3.64 million milk
producer members,
It is the Apex organisation of the Dairy Cooperatives of Gujarat, popularly known as
AMUL", which aims to provide remunerative returns to the farmers and also serve the
interest of consumers by providing quality products which are good value for money. Its
success has not only been emulated in India but serves as a model for rest of the
World. It is exclusive marketing organisation of "Amul' and 'Sagar' branded products. It
operates through 76 Sales Offices and has a dealer network of 10000 dealers and 10
lakh retailers, one of the largest such networks in India. Its product range comprises
milk, milk powder, health beverages, ghee, butter, cheese, Pizza cheese, Ice-cream,
Paneer, chocolates, and traditional Indian sweets, etc.
GCMMF is India's largest exporter of Dairy Products: It has been accorded a "Trading
House status. Many of our products are available in USA, Gulf Countries, Singapore,
The Philippines, Japan, China and Australia. GCMMF has received the APEDA Award
from Government of India for Excellence in Dairy Product Exports for the last 16 years.
For the year 2009-10, GCMMF has been awarded "Golden Trophy" for its outstanding
export performance and contribution in dairy products sector by APEDA. In 2013-14,
GCMMF took giant strides in expanding its presence in International markets.
Amul'spresence on Global Dairy Trade (GDT) platform in which only the top six dairy
players of the world sell their products, has earned respect and recognition across the
world. By selling milk powders on GDT, GCMMF could not only realize better prices as
per market demand but it also firmly established Amul in the league of top dairy players
in world trade.
For its consistent adherence to quality, customer focus and dependability, GCMMF has
received numerous awards and accolades over the years. It received the Rajiv Gandhi
National Quality Award in1999 in Best of All Category. In 2002 GCMMF bagged India's
Most Respected Company Award instituted by Business World. In 2003, it was awarded
the The IMC Ramkrishna Bajaj National Quality Award 2003 certificate of merit for
adopting noteworthy quality management practices for logistics and procurement.
GCMMF is the first and only Indian organisation to win topmost International Dairy
Federation Marketing Award for probiotic ice cream launch in 2007. For the innovations,
GCMMF has received AIMA-RK Swamy High Performance brand award 2013 and
CNN-IBN Innovating for better tomorrow award in 2014. World Dairy Innovation Awards-

8. [8]
2014 for Best Marketing Campaign - "Eat Milk with Every Meal". For the tree plantation
activity GCMMF has received seven consecutive Good Green Governance award from
Srishti during 2007 to 2013.
The Amul brand is not only a product, but also a movement. It is in one
way, the representation of the economic freedom of farmers. It has given
farmers the courage to dream. To hope. To live
AMUL BUSINESS MODEL

9. [9]
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:
 Amul acts as a direct link between milk producers and consumers that
removes the middlemen which help them offer products at affordable
prices.
 Farmers (milk producers) control procurement, processing, and
marketing.
 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
Amul has targeted the mass market of India with no premium offerings and
works on providing the best quality products at affordable prices.
So Amul formulates its pricing policy on the low-cost price strategy which
has attracted a lot of customers in the past and it continues to do so.

10. [10]
Now let us understand Amul’s target audience based on customer-wise
targeting and industry-wise targeting. Their strategy divides the target
audience on the following two bases
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.
Kids Amul milk, chocolate, AmulKool, Nutramul
Youth Amul Pizza, Amul cheese spread, Amul Pizza Cheese
Health
Conscious
Amul lite butter, Nutramul, Amul Shakti, Sugar/skimmed milk powder

11. [11]
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.
Milk
Restaurants, Ice cream manufacturers, Tea & coffee cafes, and local food
stalls
Butter, Ghee, Cheese,
Paneer
Restaurants, Bakeries, Food stalls, etc.
Customer-Based Target Audience
Segment-wise breakdown of Customer-Based target Audience
Customers Amul Products
Kids Chocolate, AmulKool, Amul Milk
Youth Amul Pizza Cheese, Cheese spread
Health Conscious Amul Shakti, Amul Lite Butter
As the table showcases how Amul has its product range targeted
towards a diversified customer base.

12. [12]
Founded by a few farmers to eliminate the exploitation by middlemen, the
company has gradually grown into the number one brand in the country.
Amul has changed the lives of poor farmers. With its years of experience, the
brand has led our nation to a new level. Let us analyze the history of the
brand’s growth from an infinitely small company to a big brand-“Amul-Taste
of India.
Due to its vibrant economy, India’s business market is becoming famous,
which is reflected in the purchasing power of its citizens. For example, small
franchise businesses have become attractive destinations for entrepreneurs.
Large trading companies take to the streets to open small retail stores, also
known as kiosks. One of these platforms is the Amul franchise, which is a
major player in the dairy industry. Opportunity to participate in their
activities and help them establish franchise rights.
It all started 65 years ago when poor and hardworking farmers were
exploited and promoted by local merchants day after day. Facing the unfair
and manipulative behavior of local businessmen, farmers led by Tribhuvandas
Patel turned to Sardar Vallabh Bhai. Sardar Patel to solve the grievances. Patel
sympathizes with farmers and suggests that they seek self-employment and
work independently. The farmers listened carefully to their opinions and set
up their cooperatives. Initially, only a few farmers produced 247 liters of milk.
It has now developed into a mature organization with more than 3.6 million
milk producers, producing approximately 14.85 million liters of milk every
day.

13. [13]
What is marketing?
Marketing is about connecting your company with potential
customers and connecting those customers with your products. It
involves understanding customer needs, translating those needs
into products and services, packing and pricing those products and
services, and then convincing customers that they need to buy those
products and services.
To put it simply, marketing is the entire cycle from identifying
potential customers to satisfying those customers' needs with the
products you produce.

14. [14]
What is marketing strategy?
A marketing strategy is a long-term plan for achieving a company's
goals by understanding the needs of customers and creating a
distinct and sustainable competitive advantage. It encompasses
everything from determining who your customers are to deciding
what channels you use to reach those customers.
With a marketing strategy, you can define how your company
positions itself in the marketplace, the types of products you
produce, the strategic partners you make, and the type of
advertising and promotion you undertake.
Having a marketing plan is essential to the success of any business.
Read on to learn how to create a successful marketing strategy for
your company.
Key takeaways
Marketing is more than just advertising and promotion – it's all
about connecting with the customer.
 A marketing strategy sets the direction for all your product and
marketing-related activities.
 Having a marketing strategy helps keep all your activities on
track.
 Developing a marketing strategy involves setting goals,
researching the market, developing product plans, defining
your marketing initiatives, and following the "7 P's."

15. [15]
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.

16. [16]
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.

17. [17]
4)Smart Tagline Marketing Strategy
Amul’s popular taglines, are “AmulDoodh 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.

18. [18]
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 2,057,998 Followers
Instagram 407,532 Followers
Twitter 357,450 Followers
YouTube 489,000 Subscribers

19. [19]
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.

20. [20]
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 audien

21. [21]
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.
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.

22. [22]
NATURE AND SCOPE OF MARKETING RESEARCH
The whole approach of marketing pivots around the tenet of
meeting the retailers and consumers wants . It is essential to
understand what they want , how they perceives the product , what
exactly does they wants to derive out of the product ,how does they
make the brand choice decision ,what are the sources of information
and influence processes?
In order to take the decision further any marketer would constantly
monitor such information and obtain a continuous feedback of
trends in the market. As such marketing research is an effective tool
for measuring the consumers aspirations trade , channel behavior,
competitive actions etc. It provides a linkage between the corporate
environment and marketing organization. Marketing research thus
may be viewed as an important tool used as an aid for the tackling
problems

23. [23]
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

24. [24]
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

25. [25]
MARKETING FUNCTIONAL AREA
CORPORATE COMMUNICATIONS: Activities might include analyst outreach,
publicrelations, thought leadership material development and
communication. Tactical spend also includes the development of the
corporate social media presence, such as blogs, social accounts, online
communities, as well as communications such as annual reports, corporate
newsletter etc. and events that are more corporate focused. For example, an
industry event where leads are not generated but participation is perceived to
be essential to demonstrate a presence in a market and typically showcasing a
vast array of the company's products or solutions. In this model corporate
communications also includes the cost of analyst relations including
subscriptions.
MARKETING COMMUNICATIONS: Advertising and brand marketing that does
not address individuals or personas, but is instead targeted at broad segments
Examples of advertising that falls into this category are broad brand-oriented
ads, and online advertising that focus on themes or brands rather than
generating demand for a specific product or solution. Program costs include
creative development and placement of advertising and logos. This may also
include larger re-branding initiatives or sponsorships of third party events or
campaigns, such as community events, fund-raisers, sporting events etc. Other
programs spend includes the website and any associated creative and
centralized content development.
MARKET INTELLIGENCE: Examples are general market, competitive or
customer focused information gathering and analysis through research that is
either commissioned to third parties. acquired through readily available
reports or subscriptions, or through primary research.

26. [26]
MARKETING OPERATIONS: Programs spend in measurement, reporting,
planning. budgeting, process identification and refinement, best practice
syndication, marketing learning education skill improvement, marketing
technology to report or guide marketing activities, marketing data analysis
and optimization. Tactics include data cleansing, de- duplication and append
services, marketing technology and reporting training seminars/workshops,
marketing technology certification, outside data analytics projects ete
FIELD MARKETING: All demand creation activities from cold to close,
including new lead generation, lead qualification, pipeline acceleration and
retention/loyalty. This includes the development and delivery of events and
assets for the purpose of demand creation. The creative and brand related
expenses are not included unless they are one-time for a specific demand
creation activity. Tactics include trade shows intended to meet prospective
buyers, live events. webcasts, white papers, newsletters, search engine
optimization, banner ads (pay-per-click), keyword purchases, contact list
rental/purchase, third party teleprospecting, e-mail campaign service
providers, direct mail, association marketing, content syndication,
demos/trials etc.
USER CONFERENCE: Large scale events that are company-owned and meant
to attract mainly current users for purposes of driving retention and loyalty
and increasing the footprint in current accounts through cross-selling and
upselling. The full suite of products is often showcased. This is accounted for
separately from field marketing because it tends to be a large expense and
skews the field marketing spend.

27. [27]
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.
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.

28. [28]
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 Amulwhen an advertisement
featuring the Amul girl was released in 1967.

29. [29]
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 DraftfcbUlka 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.

30. [30]
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.
Success Factors in Amul brand
1. Amul Girl – Amul Girl is the advertising charm used by the company to
promote its brand. The brand cleverly used cartoons in its longest-lasting
advertising campaign, adding a touch of humor to its print ads. The content is
very popular with people and promotes a better customer experience. This
increases the brand’s souvenir value to Amul.
2. Innovation – Amul continues to innovate, whether it is new product
launches, creative marketing activities, or fighting traditional social trends to
seek the best. In the 1960s, Amul was the first brand in the world to use
buffalo milk to produce skimmed milk powder. In addition, with its three-tier
cooperative structure, Amul has transformed from traditional operations to a
more profitable and efficient structure. The Amul brand won the CNN-IBN
Innovation Award for a Better Future and the World Dairy Innovation Award
in the year 2014.
3. Powerful Brand – Amul follows the road of Branded House Architecture and
promotes everything in it; they promote it under a common brand name:
Amul. The focus is on promoting the parent brand rather than individual
products, which helps them build brand awareness and reduce marketing and
advertising costs.
4. Efficient supply chain – AMUL FOLLOWS THE THREE-LEVEL COOPERATIVE
STRUCTURE OF THE VILLAGE-LEVEL DAIRY COOPERATIVE SOCIETY, WHICH
IS CONNECTED TO THE REGIONAL DAIRY

31. [31]
STRENGTHS
Amul has well built image of excellence and innovation supported of
triumph of Indian milk product industry
It has well logistic and channel network
Well trained and educated marketing staff
Quality of products is good.
It ensures that only cow and buffalo milk is used by collecting milk from
milk
cooperatives of Gujarat.
. Demand is absolutely optimistic
Abundant availability of raw material

32. [32]
WEAKNESS
Retailers say they are not satisfied by trade schemes.
Distributors do not give equal importance to all retailers and
confectionary
stores.They neglect some retailers.
All is not well with distribution in Ghaziabad .
With so many companies in this industry, competition is becoming
tougher day byday. But then competition has to be faced as a ground
reality. The market is largeenough for many to carve out their niche.
Distribution channel of Amul is as string as Mother dairy have.

33. [33]
 Amul was established in Anand, Gujarat in
1946 to prevent the exploitation of farmers by middlemen.
 Amul is operated by Gujarat Milk Marketing Federation Ltd. (GCMMF),
jointly owned by more than 3.6 million Gujarat milk producers.
 Amur instigated the White Revolution in India, making India the number
one milk producer.
 Amul Corporation was founded by Dr. Vergese Kurien, who is popularly
known as the father of the White Revolution in India.
 More than 15 million milk producers distributed milk to dairy cooperatives
of 144,500 dairies across the country.
 Amul has operations in more than 50 countries, and there are more than
7,200 exclusive salons in India alone.
 Amul was awarded the Rajiv Gandhi National Quality Award “Best” in
1999, in recognition of its factory maintaining the highest level of quality.
 Amul was certified as the longest advertising campaign by Guinness World
Records.

34. [34]
COMEBACK OF AMUL STRATEGY………………
(SECONDARY DATA ANALYSIS)
Tamil Nadu is the one of the tenth largest milk producing states in India. The goal of the study is to
know the consumers satisfaction towards AMUL milk and milk products with special reference to
Coimbatore District. The main objective of the study is to find out the level of satisfaction of
customers towards AMUL products and factors influencing buying behavior. The study is based on
100 samples and Simple Percentage Analysis is used for analysis. The study concluded that majority
of the customers are satisfied with the AMUL products and quality of the product is the most
influencing buying factor
STATEMENT OF PROBLEM
In the current competitive scenario all companies are aiming to achieve the goal of higher customer
satisfaction. Firms are always under pressure because the chances of customers who are just
satisfied with the products might switch to other brands easily. On the other hand customers who
are highly satisfied are not ready to switch easily. Higher satisfaction level creates an emotional
bond with the brand rather than a rational preference. This results higher customer loyalty. Hence
through this study an attempt has been made to identify the customer’s attitude and satisfaction
towards AMUL milk products.
RESEARCH METHODOLOGY
Research design adopted for this study is descriptive and analytical in nature. It seeks to extract
information from the area of study. The study is based on Secondary Data. Primary Data is
collected through internet and other publications. For collecting the information, the researcher
adopted the Convenience Sampling Method. The sample size taken for the study is 100. The
statistical techniques applied for study mainly includes the Simple Percentage Analysis

35. [35]
LIMITATIONS OF THE STUDY
The total coverage of the study is limited to a few customers of AMUL milk and milk products in
Coimbatore District.
The sample size of the study is restricted to 100 customers only.
ANALYSIS OF DATA
Among the 100 respondents considered for the study 83% are male and the remaining 17% are
female. 61% of the respondents belong to the age category of 18 - 21 years and majority of them are
self-employed (49%). The major AMUL product consumed by the respondents is the AMUL ice-
creams (39%). 52% of the customers buy AMUL products on a daily basis. Most of the customers
came to know about AMUL products from their friends and family members (43%). 48% of the
respondents opinion that the price of the AMUL products is very high. Most of the respondents are
of the opinion that the performance of the AMUL products is excellent (60%). The respondents
opine that the major problem faced by them is the non-availability of AMUL booths in the nearby
location (75%)
Costumer satisfaction towards Amul products
Sl.no. Choices No. of respondents percentage
1 YES 96 96
2 NO 4 4
Total 100 100

36. [36]
(PRIMARY DATA ANALYSIS)
ANALYSIS OF DATA
Among the 50 respondents considered for the study 55% are male and the remaining 45% are
female.The major AMUL product consumed by the respondents is the AMUL ice-creams (50%).
(36.4%) of the customers buy AMUL products on a weekly basis. Most of the customers positive
perception about price paid by them for products (90.5%). ( 9.5%) of the respondents opines that
the price of the AMUL products is high. Most of the respondents are of the opinion that the
performance of the AMUL products Quality is excellent (46PN%). The respondents opinion that the
major problem faced by them is the non-availability of AMUL booths in the nearby location
(85.7%).
Table no. 1
CUSTUMER SATISFACTION TOWARDS AMUL PRODUCT
SL.NO. CHOICES NO. OF RESPONDENTS PERCENTAGE
1 YES 46 92
2 NO 4 8
TOTAL 50 100
The above table reveals that 96% of the respondents are satisfied with the AMUL products. Only
4% of the respondents are not satisfied with the products.
96%
4%
YES
NO

37. [37]
TABLE 2
FACTORS INFLUENCING BUYING DECISION
Sl.no choices No. of respondents percentage
1 Quality 23 46
2 Price 1 2
3 Brand name 14 28
4 Purity 5 10
5 Taste 7 14
TOTAL 50 100
The above table reveals that 46% respondents consider Quality of the AMUL products as the
most influencing factor. 2% of the respondents considers price and 28% considers Brand name as
the factor influencing buying decision. 10% considers purity and 14% based on taste.
FINDINGS
1. It is identified from the study that majority of the respondents are satisfied with the AMUL
products.
2. It is evident from the study that Quality of the product is the factor influencing buying
decision
46%
2%
28%
10%
14%
Quality
Price
Brand name
Purity
Taste

38. [38]
 AMUL is having a number of loyal customers. It should
concentrate more on enhancing customer satisfaction through
various potential programs such as campaign, premium packs,
offers etc. This helps to increase the loyalty towards the AMUL
products.
 Quality and brand image plays a dominant role. AMUL Milk and
milk products move in the markets due to its quality and brand.
Therefore, it should maintain properly.
 Amul should consider establishing more milk booths in all
locations so as to increase its accessibility.

39. [39]
Amul has come a long way by adapting CONSUMER-FRIENDLY STRATEGIES and
becoming a household name in India. However, any business must rely on STRONG
MARKETING STRATEGIES. Amul has always dominated the market by implementing
essential and critical marketing strategies like LOW-COST PRICING, digital marketing,
quality products, etc.
By creating amazing strategies that could touch every Indian’s heart, Amul made its
way towards success. Subtle placements of ‘‘Amul Girl’ with current affairs and then
posting the same on every social media platform, Amul was able to create its strong
presence in the minds of the customers.
It has been gathering the attention of a lot of customers with the help of digital
marketing and has adapted consumer-friendly strategies. Considering this current
global pandemic situation, we all should act realistically and choose the online mode
to market our product
From the survey conducted it is observed that AMUL milk and milk
products has a good market share. Majority of the respondents are
satisfied with the product and they consider quality as the most influencing
factor in case of buying behavior. Some customers are not satisfied with
AMUL milk and milk products because of high price, lack of dealer’s
service, spoilage and low shelf life Therefore slight modification in the
marketing program such as dealers and outlets, promotion programmers,
product lines etc. should be considered by the firm. AMUL has also to take
of its competitors into consideration and more importantly its customers
before making any move. If the company follows these steps definitely
company can be a monopoly and strong market leader of Dairy industry

40. [40]
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..
REFERENCES
https://www.quibustrainings.com/marketing-strategy-of/
https://iide.co/case-studies/amul-marketing-campaign-case-study/
https://amul.com/m/about-us
https://www.jetir.org/papers/JETIR2206763.pdf
https://www.scribd.com/doc/57172606/Questionnaire-for-Amul
https://www.scribd.com/document/408165160/Amul-organisation-structure-
docx
https://in.linkedin.com/company/gcmmf

41. [41]