AMUL'S STRATEGIES

1. Pricing Strategy: India is a price sensitive market, hence,

Amul tries to cater to the needs of all the Indian market
segments keeping in mind the wallet size of its target
customers without compromising with the product quality.
Amul deals in daily need dairy products like milk,butter,
cheese, ghee, cream, ice-cream at comparatively lower
prices offered by its competitors which in return helps
Amul to capture huge market share. 

2. Segmentation, Targeting, and Positioning Market

strategy : Amul's target segment is the mass population,
people of all age groups and demographics enjoying
Amul's dairy products, as Amul's dairy products are a
common product for all. As it has a very vast product
portfolio, the company doesn't differentiate in its
customers but uses Mass Marketing principle,and this
strategy has proven itself to be the most suitable one.
Amul's target audience are the regular users and middle
class people. However, for products like Butter and
Cheese, both upper middle class and lower middle class
people are the target audience. Positioning Strategy used
by Amul is at the top of the mind, as it got some leverage
for being the first brand which comes in mind when talking
of milk, cheese, butter, ice-cream or any other dairy
product from Amul's product portfolio.
3. Innovation: Amul has always been known for coming up
with new innovative products for different customer
segments. For its continuous innovation, the brand won
the “CNN-IBN Innovating for Better Tomorrow Award” and
“World Dairy Innovation Award” in the year 2014. The
three-tiered Amul Model helped the cooperative to
change from its traditional methods to more efficiently
functioning one.

4.  Product portfolio: Amul  has a really wide product line

due to which it can run Amul shoppes's and also maintain
its products presence in market, especially at retail level.
Amul has a diversified product portfolio and has been able
to cater to the needs of all the segments from kids to old
alike. Amul's product portfolio analysis indicates that its
Butter and Ice cream are cash cows for it.

5. Brand equity strategy: Due to the quality products, the

top of the mind positioning , Reliable and strong
distribution and supply channels, and finally the point of
purchase branding and advertising of the Amul girl, Amul is
at very strong position when its brand equity is concerned.
Amul's brand worth is more than 3.8 billion which is
ecpected to cross 4 billion mark in near future, but the
dropping value of rupee and economy slowdown may
cause the difference.
 Amul Strategy evaluation Assessment
Matrix

Strategies Have major changes Have major changes Has the frim
occurred in the occurred in the firms progressed
firm’s internal external strategic satisfactorily toward
strategic position? position? achieving its stated
objectives?

1. yes yes yes

2. No yes yes

3. yes yes yes

4. yes yes yes

5. yes yes yes