Principles of Marketing Group 3 BM-D

in a way, does continuous promotion by making relevant content for its customers. This way of
promoting products attracts customers and their attention.

3.2 SWOT Analysis

3.3 Competition Analysis

Amul, as the Gujarat Cooperative Milk Marketing Federation (GCMMF), is popularly known, is
the largest milk producer in India. As an entity, Amul is always focused on encouraging the
autonomy and financial independence of every farmer who is engaged with it. The interests of
itself are aligned to that of those who serve it. The reality is that a large part of its massive success
has been attained while doing good to all those who are engaged with it, at the same time means
that its model is respected and replicated all over the world.
Principles of Marketing Group 3 BM-D

The cooperative has grown over the decades in leaps and bounds; annual turnover had grown to
over 33000 crore rupees by the year 2018-19.

Amul sells various products like milk, butter, cheese, chocolates, biscuits, Tru juices, etc. Milk is
its dominant product. Milk collection for the cooperative has also been hitting record highs, hitting
230 lakh litres per day.

Amul sells various products under the milk category, which includes UHT milk, Amul Gold, Cow
milk, Amul Shakti, Camel milk, Deshi A2 cow milk, Lactose-free milk, Amul slim trim milk,
Amul cow milk, Amul buffalo milk, Amul Chai Maza Amul Diamond and Amul slim-Trim milk.
All of these have some specialities. The company has tried its best to target all customer segments
through its different milk products. Major competitors of Amul under Milk and Milk products are
Prayag Milk Foods, Mother Dairy, Local Dairy operators, and many more.

3.3.1 Parag Milk Foods:

Parag Milk Foods is one of Amul’s largest competitors and the second-largest producer of milk
in India. It is popularly known among consumers through its brands Govardhan and Go, which it
uses to market its dairy products.

The flagship Gowardhan brand is aimed at consumers from the older demographic. The line
includes Gowardhan Gold full-fat milk, Gowardhan Fresh, toned milk, and Gowardhan Tea Star,
specifically aimed at tea and coffee drinkers. It also has the Pride Of Cows brand, which it uses
to cater to upmarket consumers with increased incomes who want milk that is of higher quality
and comes from specific farms.