About Diary Industry, STP Of Amul Milk, 4P of Amul Milk, Marketing Campaign, and Recommendation on Amul Milk Marketing Strategy.

1. MARKETING STRATEGY
AMUL MILK
DAIRY INDUSTRY

2. DAIRY INDUSTRY
 MILK Production from 1950 TO 2020
 India contributes to world milk production rise from 12 -15 % and it will increase up
to 30-35% (year 2020)
 Dairy market is currently growing at an annual growth rate of around 10 per cent in
volume terms.
 In India, rural households consume almost 50% of total milk production
1950 17 million tones
1996 70.8 million tones
1997 74.3 million tones
2020 (Projected) 198 million tones
2021(Expected) 208 million tones

3. CONSUMER INSIGHTS: DAIRY INDUSTRY
Quantity Consumption
1 66.70%
2-4 31.30%
5 2%
The average consumption of milk per day for our
respondents was as follows:

4. CONSUMER INSIGHTS: DAIRY INDUSTRY
Expenditure on Milk :
Expenditure % values
Below 1000 27.9%
1000-1500 27.2%
1500-2500 16.3%
Above 2500 28.6%
Conclusion: The expenditure on milk helps us segment our respondents as young adult
people who stay alone or with families where milk consumption crosses 2 litres a day.

5. CONSUMER INSIGHTS: DAIRY INDUSTRY
Type of Milk preferred :
Type of Milk %
values
Full Cream 51.4%
Double Toned 36.1%
Toned 6.75%
Others 5.75%
Conclusion: Maximum families draw satisfaction from full cream milk and
Double toned milk

6. AMUL MILK
FOUNDED IN 1946
HEADQUARTER- GUJRAT
CEO- R.S. SODHI
3.03 MILLION MILK PRODUCERS

7. SUPPLY CHAIN OF AMUL MILK

8. 8

9. CONSUMER INSIGHTS:AMUL MILK
No. of products tried by customers of Amul:
Conclusion: Maximum no. of people has tried at least two products and 95.3% of the
respondents. The top 40%ile has tried above 5 products of Amul.
No. of Products % form
1 product 4.7%
2-5 56.8%
5 Products+ 38.5%

10. CONSUMER INSIGHTS: AMUL MILK
Feature of Milk that stands out? :
Conclusion: Maximum families draw satisfaction from full cream milk and Double toned milk
Quality 48.6%
Brand Image 25%
Availability 20.9%
Vast Product Line 2%
Price Point 2%
Other Reasons 1.5%

11. AMUL GOLD( Full
Cream Milk)
AMUL TAAZA (Single
Toned Milk)
AMUL CALCI +MILK
(Doubled Toned Milk)
AMUL PRODUCT
OFFERINGS
AMUL SLIM & TRIM
(Skimmed milk)
AMUL MOTI (Homogenized,
Toned Long life Milk)

12. CONSUMER INSIGHTS: AMUL MILK
Type of Milk preferred :
Conclusion: Maximum families draw satisfaction from full cream milk and Double toned milk
Type of Milk %
values
Full Cream 51.4%
Double Toned 36.1%
Toned 6.75%
Others 5.75%

13. CONSUMER INSIGHTS: AMUL MILK
Does it satisfy nutritional need :
Satisfaction Analysis % age distribution
Yes 89.2%
No 10.8%

14. COMPETITOR’S
ANALYSIS

15. MOTHER DAIRY
STRENGTHS WEAKNESS
NANDINI
STRENGTHS WEAKNESS
LOCAL DAIRY MILK
STRENGTHS WEAKNESS
MAJOR
COMPETITORS

16. CONSUMER INSIGHTS:AMUL MILK
Preference over other brands :
Preference %age
Amul 69.4%
Not Amul 30.6%

17. CONSUMER INSIGHTS: AMUL MILK
Substitute Analysis :
Substitutes Available %age distribution
Almond 52.8%
Soy 31.7%
Cashew 12.2%
Rice 3.3%

18. 18
AMUL MILK PRICE TABLE

19. NANDINI MILK PRICE TABLE MOTHER DIARY MILK PRICE TABLE

21. 21
SWOT ANALYSIS

22. 22

23. KIDS -AMUL KOOL
WOMEN- AMUL CALCI +
CALORIE CONSCIOUS- SKIMMED MILK,
SLIM AND TRIM MILK
HEALTH CONCIOUS- AMUL SHAKTI

24. TARGETING

25. 25

26. 26

27. POSTIONING
• EMOTIONAL COMPONENT-
Campaigns like "Taste of India"
• FUNCTIONAL ATTRIBUTES-
Unique functional attributes of
Amul are-
• VALUE FOR MONEY: The
Best Quality MIlk at reasonable
price
• PRODUCT AVAILABILITY : It
has huge supply chain and
distribution networks across India
and has strong link back to the
sourcing farming
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28. 4 P'S OF MARKETING
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PRODUCT
Diverse product
range
Focus on quality
and packaging
PRICE
The USP of milk
is its affordable
pricing scheme.
Backward
pricing
intergration
strategy to have
cost reduction
PLACE
Enormous
distribution
channel
Minimising the
administrative
and
transportation
cost
PROMOTION
Uses the current
news scenario
The Famous
Amul girl takes
care of
promotional
stratergies.

29. MARKETING
CAMPAIGN
• Amul has been awarded the Guinness
world record for the longest-running
advertisement campaign
• Amul's utterly Butterly girl has
managed to keep her fan following intact
and by the 17th Oct 2020, she celebrates
her 54 years birthday
• Amul being in the top positioning,
spend not more than 1% of their total
revenue for marketing and advertising
• Amul milk adverts have the tagline “
Amul Doodh Peeta hai India” “Doodh Ka
Packet, Safety Ka Jacket” in 2018
• Amul has a tagline “Taste of India”
• Amul launched “ Har Ghar Amul Ghar”
in 2014 as a part of a social media
campaign
• Amul does not use any public figure
for marketing advertisements.
Advertisment is captivating in itself
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30. 30

31. CONSUMER INSIGHTS: MARKETING CAMPAIGN
Customer Psychology and Induction :
Induction Sources %age form
Family induced 56.1%
Reference Groups 16.2%
Advertisement
Campaigns
26.4%
Single Option Available 1.3%

32. COMMUNICATION
When meme marketing was not even a thing Amul was able to sensitize Indians on some raging and
genuine societal and political that it till date communicates through the Mascot (Young Butterly Girl)
and effective marketing that has really helped the brand not just one product line to meet its respective
bottom line and consolidated company top line many times.
In terms of advertising butter has been able to anchor the sales or drives up the sale of milk at least in
the tier-2 segment with its white, garlic and the raging favourite salted butter.
Post COVID-19 era saw every one in the family restricted to their homes and this was when Amul
achieved a 50% growth in sale.
The above mentioned achieved through them playing on Nostalgia and running their old advertisement
that brought back memories and connected well the generations X and Early millennials.
The other keywords that resonated with all the respondents was trust, loyalty and quality that for time
immemorial has been the value proposition offered by Amul.
Customer perception in the case of Amul

33. Tier-wise Analysis
Tier 2 cities still prefer fresh milk from unbranded dairy
farmers and not the pasteurized milk from Amul as the
holding period is more than a day for amul that dissuades
people in smaller cities to go for packet milk where these
alternative sources are easily available.
Butter as a product is better and has been able to capture
and push the overall top line and holds the Brand
together in smaller cities where there is still a gap
between the company and consumer.
Covid
Old advs to re-inforce trust among customers
Sponsored Ramayana re-airing

34. RECOMMENDATIONS
• Adding an Immunity booster milk
product to the portfolio will help Amul
to increase it's sales.
• Milk purchasing decision are more
decided by women rather than male
because she acts as a invigilator,
execute her decision and influence the
same to the purhcase while
ascertaining the quality, freshness and
price. Hence we suggest Amul to
concentrate more on the women
suggestions for designing the
marketing stratergies.
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35. Thank
You
SABHYA BAJAJ
HARJAS PREET SINGH
MANI TEJA BAIROJU
JANAV ARORA
SHIVAM TANEJA
SWASTI JAIN
THANK
YOU!