how AMUL is successfully leading the industry by their unique marketing strategy.

1. MARKETING STRATEGY
AMUL
By-Namita Vast
109 MBA

3. Marketing strategy
 A plan of action designed to promote & sell a product
 or service.
 An organization's strategy that combines all of its
 marketing goals into one comprehensive plan.

4. About 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 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
“Pestonjee Edulji” who marketed Polson butter.
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.

5. 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:
 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.
 Let us now understand Amul’s target audience in the next section.

6. Amul’s 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
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.
Their strategy divides the target audience on the following two bases:
• Customer-Based Target Audience
• 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).

7. Place And Promotion
 They have captured whole Indian market
 Amul spends very less on its advertising budget, but spends it very effectively.
 It uses a variety of media to communicate.
 Amul food festival & the endearing polka dressed girl.
 The master chef of India context.

8. Advertisement

9. 1. 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!

10. 2. Amul’s Digital Marketing Strategy
 In this increasingly digitized world, every brand needs to revamp its marketing strategy. Amul too
has cut down its expenditure on TV Ads and has started focusing more on the online form of
advertising just like its competitors.
 But before that let’s have a look at its social media presence from the below table.
Social Media Overview
Facebook Instagram Twitter
16,33,018 followers on Facebook 3,34,000 Followers on Instagram 3,37,000 Followers on Twitter

11. “Eat Milk with Every Meal”
 In 2013, Amul hired a digital marketing agency
called Draftfcb Ulka to come 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.

12. National Milk Day Campaign
 On 26th November 2019, Amul celebrated National Milk Day by
launching a new campaign by using hashtags like,
 #CelebratingDrKurien #BikeRally #VaranasitoAnand and # 26
November.
 The objective of this campaign was to connect with the youth and
inspire them to be purpose-driven and motivated in their lives.
 During the campaign, Amul organized a bike rally in which 50
bikers travelled from Varanasi to Anand (2500 Kms) to meet dairy
farmers, dairy professionals and to learn about Dr Kurien and his
works.

13. Amul’s Digital Marketing Strategies during COVID-19
Despite lockdown and Amul also being an FMCG brand,
sales have increased due to excess consumption of
households during the lockdowns and its presence on E-
commerce sites like Grofers, Big Basket, Paytm mall, etc.
However, it has also doubled its spending on its
marketing efforts.
During the lockdown, everyone avoided stepping out of
their homes and even if they did, nobody wanted to
travel too far for their food supplies and put their safety
at stake. So Amul went one step ahead and created an
App to help its customers locate Amul products near
them.

14. Amul’s Digital Marketing Strategies during COVID-19

15. THANK YOU!