Amul is an Indian dairy cooperative established in 1946 that is managed by the Gujarat Cooperative Milk Marketing Federation. It collects 447,000 liters of milk daily from 3.9 million farmers and converts it into branded dairy products. Amul has a diverse product range including milk, butter, cheese, and ice cream. It follows a cooperative business model and competitive pricing strategy. Amul has a large distribution network across India and promotes its brand through digital marketing, social media, and sarcastic advertisements commenting on current events.

1. PRESENTED BY
RAKSHITH . M
MBA STUDENT
PRESIDENCY
COLLEGE
BANGALORE

2. INTRODUCTION
 Amul (Anand Milk Union Limited), formed in 1946.
 It is managed by Gujarat Co- operative Milk Marketing Federation Ltd. (GCMMF).
 AMUL is based in Anand, Gujarat.
 Amul encouraged the White Revolution of India. It is also the world's biggest
vegetarian cheese brand.
 Amul initiated the dairy co-operative movement.
 Dr Verghese Kurien, former chairman of the GCMMF -the man behind the success
of Amul.
 Turnover of Rs 38,542 crore during 2019-20.

3. BUSINESS MODEL
 Amul followed a unique business model. "Anand pattern" cooperative
system
 Every-day Amul collects 447,000 liters of milk from 3.9 million
farmers.
 Converts the milk into branded, packaged products, and delivers
goods to over 500,000 retail outlets across the country.

4. THE MARKETING MIX
 PRODUCT MIX : Amul has a very diverse product range in its marketing mix. It
mainly involves all the available dairy products Amul uses the milk obtained
from their primary source and then turn it into different products after going
through various process. The products which Amul contains are :

5.  PRICE MIX
Amul has a competitive pricing policy. Some might call it penetrative pricing..
However in the case of Amul, when Amul launched, there were no national players
and the dairy industry was unorganized. During the phase of launch itself, Amul
had a goal to provide end-customers with their goods at the most reasonable
prices. And the same vision is still in place today.

6. Place mix
Amul has a massive distribution network because its icecreams, milk,
butter and cheese is found practically everywhere. As it is a FMCG
Amul follows the methodology of breaking the bulk. The initial factory
output is in bulk. Later on this bulk becomes smaller and smaller and
finally one individual slab of butter or scoop of ice cream is sold at the
retail place .

7.  Promotion Mix :
Amul generally uses the current news scenario in their promotion that too in a
little sarcastic manner which connects the user. As per Amul, their maximum
budget for advertising is 1% of the turnover. Recently they launched Amul app
and they are also promoting their brand through different social media sites
through digital marketing

8. SEGMENTATION
The segmentation of Amul is the mass population and in
general, you will find people of all different age groups and
demography enjoying Amul products. This is because Amul
is not only present in Ice cream, but also in Milk, Butter,
Cheese and other such products.

9. TARGETING
Amul is a brand for the entire family. Our target audience starts from
consumers aged five to people in their 70s. It cater to all income groups. A
taxi driver in Mumbai is as much a target for Amul as anybody from the
upper class of society and the target audience are the regular middle class
people.

10. POSITIONING
 In start the positioning of Amul ice cream was quality based,
made form real milk and thus best in taste. Now Amul ice cream
has changed their positioning according to the changing
consumer choices and psyche about the health.

12. Digital Marketing
 While not as big a presence in television ads as it used to be, the advertising strategy of
through digital marketing made the most of it through platforms such as Facebook, Twitter,
Instagram, and others. Amul’s digital marketing strategy also made it a point to connect with
its customers and take care of any and every complaint rigorously.
25-Percent Advertising
 Without advertising, the target audience wouldn’t be aware of the existence of the product.
Amul was (and still is) in the Guinness record for running the longest-ever advertising
campaign. Amul also came up with several taglines such as- ‘Amul Doodh Peetha Hai India’,’
Har Ghar Amul Ghar’,’Pehla Pyaar Amul Pyaar’ and so on in its short advertisement videos.
Top of the mind positioning was achieved by Amul, meaning Amul was first thought of
it came to dairy.

13. SARCASTIC ADVERTISEMENTS
One can easily Recognize the so called TOPICALS By AMUL

14. CURRENT AFFAIR ADVERTISEMENTS