AMUL - Anand Milk- producers Union Ltd, the 74-Year-old company.

The
country the biggest manufacturer of milk and its by-products in the whole
world. The Amul Brand has started the White Revolution in India.

One of the most popular Indian brands in the FMCG industry,

Amul, which echoes Indianness like no other brand, created India's
white revolution and made the nation the world's largest producer of milk and milk
products. Founded in 1946, it is a brand operated by the Gujarat Co-operative Milk
Marketing Federation Ltd. (GCMMF), a cooperative body that is now collectively owned by
3.6 million Gujarat milk producers. For more than 30 years, Dr. Verghese Kurien, founder-
chairman of the GCMMF (1973–2006), is credited with the success of Amul.

The company began with dairy products, with milk becoming its most successful product to
date. But over time, by introducing new-age items and keeping up with its predecessors such
as Mother Milk, Danone, Paras, Verka, etc., the company has strengthened itself. Milk
powders, milk, butter, ghee, cheese, dahi, yoghurt, buttermilk, chocolate, yogurt, ice cream,
paneer, shrikhand, gulab jamuns, basundi, flavored milk are included in Amul's diverse food
line. Low-calorie drinks such as Amul Pro, Amul Kool and Masti Butter Milk have been
introduced by Amul.

Installing "Any Time Milk" system that delivers a 300 ml pouch of fresh milk for Rs 10, at
Anand's Amul Dairy, the brand added a new feather to its cap. As a first step, Amul plans to
install six such ATMs in Anand itself. Amul needs to include a whole variety of dairy
products, according to Dr. K Rathnam, MD of Amul Dairy, which could be dispensed through
these devices.

The core values of the company are

• To provide remunerative returns to the farmers

• To provide the best quality product to the consumer

• To give their customers the best possible price

The three-tire model

• The development of Amul is a three-tier model which has a dairy cooperative society which
is at the village level, at the district level is the milk union and at the state level is the
federation.

• It has developed a direct connection between the producers of milk and consumers and
eliminates distributors.

Product Diversification

• Amul diversified into various diary products such as butter, milk, cheese, ghee, milk powder,
curd, ice cream, flavored milk, health beverage, condensed milk, sweets, chocolates and
confectionary.and a number of other variations specific to the Indian market.

• It has managed to capture significant market share.

 • This move was highly strategic once the brand image (quality at affordable prices) and
distribution chains were established – a clear indication of successful horizontal integration

Marketing/Advertising Campaign

• One of the most interesting things about Amul

is how a dairy cooperative evolved into a social
commentator through their advertisements.

• The cartoon is usually has the Amul mascot

(Amul Girl) in a current context with a catchy
tagline.

• These ads have now become an establishment

of their own right, elevating Amul’s brand
image from just a diary cooperative to a
household name outside the diary products
context.

• Amul has fetched a greater mileage for itself by introducing ‘The Taste of India’ campaign
after the liberalization of the Indian economy in 1991.

• Since 1967 Amul has successfully built the brand

personality with a cute little moppet girl wearing a polka-
dotted frock as its mascot (symbol) and made her a part of
our lives.

• Amul continues to show the same six-year-old girl in the

“Utterly butterly delicious” advertisement of Amul butter,
which reflects that the brand never gets old.

• The Amul brand is not built as a product but as a

movement to make India the largest producer of milk in
the world.

• It is representation of the economic freedom of dairy

farmers.

• Only 1% of their revenue is spent on promotions.

CVP & USP

• Functional- Quality, variety of products, Range of products and reduced human errors

• Emotional- It attracts people emotionally with launching various products like Energy drinks,
Sugar free products for health-conscious people

• Economical- Th price of Amul products is Equivalent to its quality. The fresh products which
deliver in reasonable prices is one of the Economical propositions of Amul.
 • On the spot payment to farmers

• Easy monitoring and management of collection cycle.

• Most trusted brand in India

• USP of Amul is its taste.

• Trustworthy of 1,000 million Indians

• Selling the brands’ product to a large customer base at a low price

• Amul has got wide range of product categories and Intelligent marketing of milk, Ice-cream,
and buttermilk

• Value for money

• Excellent product quality and trusted name

• Creative advertising

• Availability in different sizes

CONTENT MARKETING

• Amul is strongly positioned as an Indigenous brand of India and as a product for the mass.

• So, content to be delivered in such a way that the Brand is a part of the culture.

• our aim is to make the audience associate themselves with the brand.

• 2 campaign one for processed food and for the ready to consume products must be run
simultaneously.

• The content for the processed food such as milk, Butter etc will be articulated with the
campaign “your favourite chef’s ingredient”

• And Read to consume will be delivered as This campaign explored around the traditional
practice of Indian traditions and rituals by offering Amul product to guest and souvenir for
celebrations along with context which will cover the modern youth segments (Milkshakes,
Icecreams etc)

• These campaigns are planned to launch @ Youtube, Face book and other social media
displaying at approtiate activities.

• Resulting in reaching the Target audience more quickly and efficiently.

STP
COMPETITVE ANALYSIS

Amul has many competitors, who has entered the market in last decade and are growing their
market share steadily. In Ice cream category, Amul owns a major share but even though individually
these competitor brands might not be a worthy adversary, combined and due to synergy, all of them
together are giving very tough competition to Amul. 

List of its top competitors:

• Kwalty walls

• Vadilal

• Havmore

• Dinshaws

• Baskin Robbins

• London Dairy

• Arun Ice cream

Many of these ice cream products are niche or geographic targets centric. Havmore is more
successful and stronger in west India whereas Arun ice cream is strong in south. Besides these
organised players, Amul has many unorganized and small competitors as well which offer their own
ice cream variants in own outlets. But the competition in other dairy products like Butter and Cheese
is far less.

COMPETITIVE ADVANTAGE IN THE MARKETING STRATEGY OF AMUL

Amul carries two major competitive advantages listed below:

1. Its supply chain:  Amul has large number of dairy suppliers which provides it tremendous
strength and facilitates Amul to produce high volumes by relying on its supply chain.
2. its Wide 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's
product portfolio analysis indicates that its Butter and Ice cream are cash cows for it
SWOT ANALYSIS

AMUL’S DIGITAL MARKETING OBJECTIVE

• To increase the market share and to become the top three milk processors in the world by
2022 using social media platforms.

• Consistently educate customers about fake campaigns and improve conversion rate and web
traffic.

• To retain and increase the loyal customer.

• Develop simplistic content marketing ideas lead mass appeal.

• To provide maximum customer satisfaction using social media platforms

• Keep their audiences engaged.

TACTICS

• Social media marketing (Engagement)

Cluster – Facebook, YouTube, Instagram, twitter (extending online presence) {video ads,
posters, HTML creatives, GIF’s…etc.,}. Featuring ad’s on stories as post, video with add on’s like :
polls, countdowns, quizzes, filters, and stickers. #tags

• Creating brand’s digital community

• Content marketing – focused target group (Video ads)

• Explainer video’s
 • Theatrical / Humorous skits

• Behind the scenes / Making

• Announcements

• Influencer tie-ups

• Experiential marketing (Customer experience- brand loyalty)

Helps in testing, analysing the trends and optimize marketing campaigns for optimal
results.

Social media - Influencer marketing

• Doing it with the help of celebrities that can benefit the brand image.

• Word- of –mouth marketing.

• Re-tweeting posts – based on viral social trends

• Reposting – user generated content and reviews (earned promotions)

TARGET-DIGITAL MARKETING

• Amul is a brand for the entire family.

• Users of Social media (Instagram, Facebook and Twitter)

• The target audience starts from consumers aged five to people in their 70s.

• It caters to all income groups.

• More specific to middle- and lower-income group population.