INDEX

SR NO. / CHAPTER TITLE PAGE NO.

CHAPTER
NO.
1. INTRODUCTION TO MARKET
ANALYSIS
CHAPTER- 1.1 2-6.
CHAPTER-1.2 7-10.

2. PRODUCTION PROFILE OF AMUL

CHAPTER-2 11-24.
3. AMUL MARKETING STRATEGIES
CHAPTER-3.1 25-45.
CHAPTER-3.2 46-49.

4. CONSUMER BEHAVIOR AND

COMPARATIVE ANALYSIS OF
AMUL
CHAPTER-4
50-58.
5. ADVERTISING
CHAPTER-5 59-65.
6. COMPARATIVE ANALYSIS OF
AMUL
CHAPTER-6.1 66-88.
CHAPTER-6.2 89-95.

7. QUESTIONNAIRE 96-98.
8. CONCLUSION 99-100.
REFERENCE 101.

1
 CHAPTER -1.1

INTRODUCTION

2
Introduction to Market Analysis
The challenge for any business is to gain a sufficiently detailed understanding of the
fundamentals of a market. Without this insight, it is unlikely that marketing strategies will
prove effective or that marketing objectives will be met.

Gaining this understanding is the task of market analysis.

By market fundamentals we mean understanding issues such as:

• How big is the market? (for example, measured by sales value, volume
sold etc.)
• How fast is the market growing and what is the market growth potential?
• The key social, economic, political/legal and technological factors that drive change in the
market

• Who are the existing competitors and what market shares do they have?
• The extent of branding and customer loyalty in the market
• How the market is segmented to meet different customer needs
• Customer preferences in terms ofwhen and where they buy, what prices they pay and which
methods of promotion are effective

• The potential for developing a competitive position in a market – either through a USP or
through effective price competition
The process of analysing the market should not be considered as a one-off. An

effective marketing team is constantly searching and updating their market knowledge.

However, detailed marketing analysis is particularly important for tasks such as:
• Forecasting sales for new products or investments into new markets
• Gathering evidence to support a finance-raising exercise

3
• To support a new marketing strategy or significant changes to the marketing objectives
• To help make decisions in relation to significant organisational or
operational change

There are several methods of analysing a market that are in common use. The
following methods are covered in the following sections:

• Test marketing
• Trend analysis (extrapolation, moving averages and correlation)

4
INTRODUCTION OF AMUL MARKETING ANALYSIS

Amul is one of the most popular and successful brands in India. With its wide
range of dairy products, Amul has now become a household name in the minds
of Indian families.
I‟m sure that we all have at least one of Amul‟s products in our house. It has
elegantly created its family-friendly and patriotic image with its, “Amul – The
Taste of India” marketing jingle which also evokes empathy towards the brand.
What also makes Amul so special is that it has constantly managed itself in
staying relevant for all these years in the minds of the customers ever since its
foundation.
Thus, this also makes us wonder about what they are doing tostay relevant in
this increasingly competitive and digitized world.

5
In this case study, we will go through Amul‟s online marketing strategies and
campaigns implemented by them over the years which has helped them stay on
top of the game, ahead of its competitors in the industry.
So, Let‟s start with what Amul as a company is all about.
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.

As it has a very deep product portfolio, it does not differentiate in its customers
but uses a mass marketing principle. And till date, this principle has worked very
well for the marketing strategy of Amul. Similarly, the target audience are the
regular middle class people.

This is because higher end customers do have a lot of high end products as an
alternative in ice cream. However, for other products like Butter and cheese, both
high end and low end customers are the target. In terms of positioning, Amul has
top of the mind positioning because it is the first brand which comes in mind
when talking of Ice cream, milk, cheese, butter or any other milk based products.

6
 CHAPTER-1.2

The World Dairy Situation

• Total milk production was estimated at around 802 million tonnes, a significant
increase of +3.3% compared to 2013.
• In 2014, global per capita dairy consumption was estimated at 110.7kg and is
expected to reach 13.7% by2023
• The strongest growth would be in Asia, especially India. India has the highest
livestock population in the world with 50% of buffaloes and 20% of world‟s cattle
population
• Open Government Data (India) expectsthe production to be 144.2078by the end of
2020.

Cooperative Unions

 The system succeeded mainly because it provides an assured market a

tremunerative prices for producers' milk besides acting as a channel to market
the production enhancement package.

 It also enables the consumer an access to high quality milk and milk products.

 Dairy cooperatives account for the major share of processed liquid milk
marketed in the country. Milk is processed and marketed by 170 milk producer‟s
cooperative unions, which federate into 15 state co-operative milk marketing
federations.

7
  NDDB supports the development of dairy co-operatives by
providing them financial assistance and technical expertise,
ensuring a better future for India's farmers.
 Over the years, brands created by cooperatives have become
synonymous with quality and value. Brands like Amul(GCMMF),
Vijaya(AP), Verka(Panjab), Saras(Rajasthan).

Nandini(karntaka), milma(kerala) and Gokul(Kolhapur) are among those that

have earned customer confidence.

8
Type :Cooperative

Industry: Dairy/FMCG

Founded:1946

Founder: Dr.Verghese Kurian

Headquarters: Anand, Gujarat, India

Key People: Jethabhai Patel

Revenue:US$3.4 billion (2014-15)

Number of employees:750 of Marketing Arm & 3.6 million milk producer

members

Slogan: The Taste of India

Website: www.amul.com

9
Amul‟s History

The story of AMUL inspired “Operation Flood” and heralded the “White
Revolution” in India.

It began with two village cooperatives and 250 liters of milk perday.

In the year 1946 the union was known as KAIRA DISTRICT CO-OPERATIVE
MILK PRODUCERS‟ UNION

In the year 1955 the union was established under brand name “AMUL”

Dr. Rajendra Prasad, the president of India laid the foundation on November15,
1954. Shri Pandit Jawaharlal Nehru, the prime minister of India declared it open
at Amul dairy on November 20, 1955.

10
 CHAPTER – 2

PRODUCTION PROFILE OF
AMUL

11
 Production profile of amul

Amul is one of the largest food brands in India and has also ventured into
markets overseas.

In the year 1946 the first milk union was established and during this year
AMUL was founded. The brand name AMUL means "AMULYA". This word
derived from the Sanskrit word "AMULYA" which means "PRICELESS".
Amul a leading food brand in as it have many products such as Amul Butter,
Amul Milk Powder, AmulGhee, Amul spray, Amul Cheese, Amul Chocolates,
Amul Shrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya.

Amul is a symbol of many things of the high-quality products sold at

reasonable prices.

Amul (Anand Milk Union Limited), formed in 1946, is an Indian dairy

cooperative, which is based at Anand in the state of Gujarat. Amul was
managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

Amul Product List and its brand range

Amul Product focused on bringing more productive products and expanding the
market rapidly. It was founded in 1946. It has a history of over 75 years and its
business has grown tremendously stepping at higher growth and satisfying
consumer needs by giving higher and superior quality of brands. Their brand
name including the features, quality, reasonable price, would help them in
growth of rapid sales and keeping trust of around million of Indians using this
product every single day by marking it as the best and a reasonable product.

12
Amul cares for its huge customers and tries to offer them the best products at
best price.

Amul and its product

It consists of wide ranges of products which are outlined below:

• Amul Bread Spreads Range

• Amul Beverage Range / Milk Drinks

• Amul Powder Milk Range

• Amul PRO

• Amul Fresh Milk Range

• Amul Cheese Range

• Amul Cooking Range

• Amul Dhai Range

• Amul Mithai / Desserts Range

• Amul Health Drink

• Amul Chocolates

• Amul Icecreams

13
 • Amul's New Products

Amul Bread Spreads Ranges

Amul has varieties of Bread Spreads ranges and are preferred by many
consumers on a daily basis. These are outlined below.

Amul Butter

Amul Butter is made up of pure milk fat. It consists of 100g, 500g, 50g, 20g,
and 8.1g packing. It can be eaten with bread, paratha, roti, nans, and
sandwiches.

14
Amul Lite

Amul Lite is a low cholesterol, low calorie and low fat bread spread. It is
available in 100g, 500g, and 200g packing. It is been used for topping on
parathas, pav-bhaji, and also for preparation of cakes.

Delicious Table Margarine

Delicious Table Margarine is the substitute of butter. Margarine is prepared

from vegetable oils and fats. It contains zero cholesterol and fortified with
vitamin A & D. 100g, 500g, 200g tub & Single serve pack are available.

15
Amul Masti Spiced Buttermilk

Amul Masti Spiced Buttermilk is a 100% natural drink and free from artificial
Colour, preservatives, acids and sugar. It is available in 200ml Tetra, 500ml
and 1 litre Tetra. The price of this is Rs. 8, Rs. 15, Rs.30 respectively.

Amul Kool Milk Shake

Amul Kool Millk Shaake comes with four awesome flavours which are Banana,
Mango, Strawberry and Badam. The price of this is Rs. 22 for 220 ml can.
These are also sold in tetra pack in three flavours i.e. Mango, Strawberry and
Banana. The price of this is Rs 15 for 180 ml tetra brick. It is rich in nutrients
and is the healthiest drink against any other soft drinks.

16
Amul Fresh Milk Ranges

Amul has varieties of fresh milk ranges and are preferred by many consumers
on a daily basis. These are outlined below.

• Amul Fresh Milk

• Amul Gold Milk

Amul Shakti Toned Milk

17
Shrikand
Shrikand is a traditional sweet. It is the only pasteurized Shrikhand
availablewith smooth texture and extended shelf life. Made from most modern
dairyequipment

Amul Prolife Probiotic Wellness Ice Cream-India‟s First

Probiotic IceCream

18
 AMUL is all set to storm the Ice cream market with a new range of
probiotic ice cream aimed at the total health conscious.

Proboitic means “ for life”. Probitics are defined as “live beneficial

culture administered in adequate amounts which confer a beneficial health
effect on the host”. Amul probiotic wellness ice cream have been made to
confer the health benefit of these probiotics.

Amul Probiotic wellness ice cream:

 Improves immunity
 Improves digestion
 Prevent gut infection
Manages traveler‟s diarrhea

Available in so many flavours packed in international packings:

Amul Probiotic wellness ice cream is available in :

125ml/500ml+500ml free and 1.25 litrs in 5 flavours : Vanilla withchocolate
sauce/Starwberry/chocolate/shahi Anjir and fresh litchi priceranging from
Rs.15(125ml) to 110(1.25litrs).

Amul Prolife Sugar Free Probiotic Wellness frozen dessert

India‟s First low-fat low-calorie
Delight:

19
Several generations of Indian consumers have grown up eating icecreams, which
traditionally is a combination of full cream milk, lot of sugar and nuts.. Now with
the changing trends, life style and climatic conditions people are becoming more
and more health conscious. Keeping in mind the need of these calorie conscious
people, Amul is introducing first time in India-Amul prolife sugar free probiotic
wellness frozen dessert

Amul Prolife sugar free Probiotic wellness dessert: LOW FAT

LOWCALORIE
Amul Prolife sugar free Probiotic wellness dessert has been made byreduced fat
content and sugar replaced with combination of low caloriesweetner(Fructo-
oligo saccharide and sucralose).These sweetners has verylow glycemic index
because they sparingly gets digested by digestiveenzymes in stomach and small
intestine. Amul Prolife sugar free wellness frozen desserts has also been added
with probiotic cultures which imparts agastrointestinal well being and health
benefiting factor

Low Fat : Amul Prolife Sugar Free delight is containing 50% less fat than the
normal ice cream.

Benefits:
 Has low fat and calorie content: hence reduces obesity
 Contains no added sugar
 Improves immunity and digestion
 Prevent gut infection and manages traveler‟s diarrhea Available in

so many flavours packed in international packings:

20
Amul Prolife Sugar free wellness delight is available in :
125ml/500ml+500ml free and 1.25 litrs in 5 flavours

 Amul Chocos

Amul has launched pure milk chocolate bars, the Badam bar chocolates which
are completely made of Badam and the Fruit & Nut chocolate bars.

 Fruit & Nut

Chocolates Best

Impression

“First Impression is the Best Impression” – this Fruit & Nut Bar is packaged in
a pleasant dark ink blue color (a trademark color for all bar chocolates?)on the
upper half and a nice-looking yellow color at the bottom shining wrapper with
colorful prints of nuts and dry fruits which makes its appearance very special
and catchy !

 Nutty

As the name suggests, the chocolate is rich in dry fruits and crusty nuts which
makes eating this crispy and crunchy choco bar a very delightful experience.

 Creamy

Rich in chocolate cream, jus‟ running your already mouth-watering tongueon this
yummy chocolate flavor itself is exceptionally enjoyable ! The chocolate bar is
entirely made of chocolate flavor without wafers, but the nuts and fruits make it
very crunchy and youthful !

 Ingredients

This Completely Choco Bar is made up of sugar, cocoa butter, milk solids,
chocolate mass, cocoa mass and permitted preservatives and has been

21
carefully manufactured meeting all the requirements under the PFA for Boiled
sugar confectionary.
Amul India (Gujarat Co-operative Milk Marketing Federation Ltd.)

We are pleased to introduce our organization Gujarat Co-operative Milk

Marketing Federation Ltd(GCMMF) as India's largest food products marketing
organisation with annual sales turnover of Rs.2881 crores(US $650 million). We
manufacture and market a wide range of dairy products in India and abroad under
the brand names of Amul and Sagar. GCMMF has19 affiliated dairy plants with
a total milk handling capacity of 6.7 million litres per day. The total milk drying
capacity is 510 MT per day. GCMMF is also the largest exporter of dairy
products from India.

.We manufacture and market a wide range of dairy products in India and abroad
under the brand names of Amul and Sagar. The product categories are Infant
Milk Food, Skimmed Milk Powder, Full Cream Milk Powder, Dairy Whitener,
Table Butter, Cheddar Cheese, Mozzarella Cheese, Emmental Cheese, Cheese
Spreads,
Gouda cheese, Ghee, Sweetened Condensed Milk, Chocolates, Malted Milk
Food,
Blended Bread spreads, Fresh milk, UHT(Long life) Milk, Ice-ream and ethnic
Indian sweets. Each of our products is a market leader in India.

GCMMF is the largest exporter of dairy products from India. We export our
products in consumer packs and bulk to USA, Singapore, UAE, Australia,
Bahrain, Qatar, Oman, Kuwait, Bangladesh, Madagascar, Yemen, Sri Lanka etc.
On a regular basis. We have won 9 awards
consecutively from APEDA, Govt of
India.

22
Gujarat Co-operative Milk Marketing Federation (AMUL)

crosses turnover of Rs. 33,000 GCMMF: Sales

crores. Turnover (Rs. in
crore)
Gujarat Co-operative Milk 250
200
Marketing Federation Ltd., which 150
market s the popular Amul brand of 100
50
milk and dairy products has 0

registered a provisional turnover of

Rs. 33,150 Crores for the financial
year 2018-19 which ended on 31st March 2019. The sales turnover achieved by
Amul Federation is 13% higher than the previous financial year.
Amul Federation has been achieving a Compound Annual Growth Rate
(CAGR) of more than 17.5%
since last 9 years because of GCMMF: Total Milk
higher milk procurement, Collection (in Lakhs Ltr
per day)
continuous expansion in terms of
250
adding new markets, launching 200
150
of new products and adding new 100
50
milk processing capacities across 0
India.
The provisional unduplicated
group turnover of Amul
Federation and its 18 member unions has crossed Rs. 45,000 Crores which is
also 13% higher than last year.
The 18 member Unions of Amul Federation with farmer member strength of
more than 36 lakhs across 18,700 villages of Gujarat are procuring on an
average 230 Lakhs litres of milk per day which is 10% higher than last year.

23
Shri Ramsinh P Parmar, Chairman, Amul Federation, emphasized the fact that
mantra of rapid expansion has clearly yielded rich dividends for Amul
Federation. “Based on estimated growth in market demand for Amul products
and our future marketing efforts, we anticipate at least 20% CAGR growth in
the business of Amul Federation during the next five years.

Shri Jethabhai Bharwad, Vice Chairman, Amul Federation added that member
unions of Amul plans to enhance its milk processing capacity from the current
level of 350 lakh litres per day to 380 – 400 lakh litres per day in the next two
years.

On behalf of 36 lakhs milk producer members of Gujarat, Shri Ramsinh

Parmar and Shri Jethabhai Bharwad has conveyed his sincere gratitude to
Government of Gujarat and Government of India for their continues and timely
support for various scheme related to producers.

Shri R S Sodhi, Managing Director, Amul Federation said that “We have
achieved volume sales growth in all product categories. Pouch milk which is
the highest turnover product has shown good growth in all most all the market.
He has informed that in all the products category, we are getting double digit
growth in volume. He added that during last financial year, we have launched
new varieties of flavoured milk, chocolates, fruit based Amul Tru, camel milk
and entire new Kulfi range. It is important to note that Amul Federation has
achieved turnover inspite of adverse market condition for dairy products at
National as well as at International level.

24
CHAPTER: 3

25
Amul Marketing Strategies
Amul's Branding as 'The Taste of India' & Amul Girl as Mascot
The first aspect of the marketing strategy of
Amul is branding. The major chunk that led
to the Success of Amul is its Branding
strategies. We are all aware of Amul‟s
tagline- „The taste of
India‟. The tagline banished the notion
that bread and butter are a staple of only the
British breakfast and pulled nationalism in.
The never-aging girl who wore a polka-
dotted dress, with blue hair
and an orange face was the company‟s icon.
Amul marketed all of its products under a
single name, which led
to advertising merely costing one percent of
its revenue.

Amul‟s Product Portfolio adds to its

Marketing Strategy.

The second aspect of Amul's maíketing

stíategy was Amul‟s product portfolio. Amul‟s
a large audience. While certain brands such as London
varietydiary, Baskincatering
of products Robbins,to
etc., managed to capture few regional (ice cream) markets where they cater to
high-end customers, Amul secured their standing in the overall dairy
market. Their main taíget audience was however the middle and economic

26
classes. The simple reason behind their retention of customers is because of the
product pricing, which is discussed next.

Amul's Low-Cost PricingStrategy

The third aspect is product pricing. It is one of the best promotional strategies
adopted by Amul. It opted for a low-cost pricing strategy for products that are
consumed regularly. This pricing strategy of Amul made it affordable for its
target audience. Increasing the price of goods proportional to their audience‟s
increase in income helped them retain their customer base. A competitive
pricing strategy, such as a one-on-one offer, was adopted for products facing
heavy competition.

One such product line is ice cream. As Amul is a co-operative, it aimed to get
the best price for the producer as well as the consumer, unlike certain
companies that focused only on profit. But being an FMCG company surely
involved a well-planned production, storage, and distribution network which is
expensive. Yet Amul sold goods at affordable prices. How did they do that?

27
A well-planned and executed logistics and supply chain model was
incorporated. Amul was a three-tier cooperative structure.

 At the village level, there were cooperative societies producing milk

 At the district level, there were milk unions with processing centers
 At the state level, there were milk federations responsible for
consolidation

This transparent model led to maximum returns for the suppliers- the farmers.
As the prices increased, their income accordingly increased as well. Also, co-
operatives are one big family. Surplus products were sent to areas with high
demand and vice versa. So, that was the Amul distribution strategy. All the
above-mentioned factors were 75 percent. Without the 25 percent, 75 percent
was as good as zero. So what was the 25 percent?

The 25 percent of Amul's Advertising Strategy

We reached the final aspect of Amul‟s marketing strategy, 25 percent

of Amul's advertising strategy. 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. The
butterly girl is thirty-nine years old now, though she certainly didn‟t appear to
be! Top-of-the-mind positioning was achieved by Amul, meaning Amul was
first thought of when it came to dairy. The butterly girl appeared in hilarious
topical representations involving butter and current affairs!

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. Every advertisement was guaranteed to make you
chuckle appreciatively at its wit, warm your heart, or tickle your funny bone.

28
Amul Girl - Advertising Mascot of Amul

The well-known mascot of Amul - ' Amul Girl' is a cartoon of a young Indian
girl dressed in a polka-dotted dress with
blue hair and a half pony tied up. The
Amul Girl's first advertisement portrayed
the Amul product - Amul Butter
as 'Utterly Butterly Delicious'. Which
was a total hit!

An interesting story behind this - The Amul girl was created as a response to
Amul's rival brand Polson's butter- girl. This sales strategy of Amul was
conceived in 1967 once ASP (Advertising, Sales, and Promotion) clinched the
brand portfolio from the previous agency FCB Ulka. The Amul Girl has been
the face of Amul since 1966 and is considered the longest-running advertising
campaign

Digital Marketing Strategy of Amul

While not as big a presence in television ads as it used to be, the advertising
strategy of Amul 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.

29
These Seven aspects of Amul's marketing strategies made Amul a leader in
its sector. While every company had its ups and downs, Amul managed to stand
strong. Its emphasis on quality and integrity was what made it a survivor in the
current market.

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

Targeting:

The target audience is the regular middle class people. This is because higher
end customers do have a lot of high end products as an alternative in ice cream.
However, for other products like Butter and cheese, both high end and
low end customers is the target.

30
Positioning:

In terms of positioning, Amul is the top in mind positioning, because it is the

first brand which comes in mind when someone is talking of Ice cream, Milk,
Cheese, Butter or any other milk base product.

Competitive advantage–
There are two major competitive advantages of Amul over other brands. First
and foremost is the supply chain. Because of the large numbers of dairy suppliers,
Amul has a tremendous strength and reliability in its supply chain. Hence it is
able to produce such high volumes. The second competitive advantage is the wide
product portfolio due to which it can run Amul Shoppe‟s and also have its
products present in retail.

BCG Matrix–
When we plot the BCG matrix, Amul has certain products which are stars
whereas others are cash cows. And in fact, Amul chocolates are question marks
because they have very low market share in a growing market. However, when
compared with the same type of product, then Amul has a high market share.
Thus, these products are stars for Amul.

Distribution strategy–
Amul concentrates on breaking the bulk. It supplies in huge amounts to its C&F,
who is required to have the right arrangements to store Amul products in
bulkThus, in the marketing strategy of Amul, distribution is another strength of
the brand.
Brand equity–
Because of the excellent products, the top of the mind positioning, the fantastic
distribution andsupply chain channels and finally the point of purchase branding

31
and advertising of the Amul girl, Amul finds itself in a very strong position
where its brand equity is concerned

Competitive analysis–
Amul has some good competitors who have entered the market in the last decade
and growing strong steadily. Most of these ice creams entered regionally but then
held on to the regional market share. However, the competition in Butter and
Cheese and other dairy products is far lesser.

Customer analysis-
The typical customers of Amul belong to the Sec B and Sec C segment wherein
they are either middle class or lower class. Amul in general uses mass marketing
and therefore it targets these 2 classes majorly.

Customer-Based Target Audience

Segment-wise breakdown of Customer-Based target Audience

Customers Amul Products

Kids
Chocolate, Amul Kool, Amul Milk

Youth Amul Pizza Cheese, Cheese spread

Health Conscious Amul Shakti, Amul Lite Butter

32
 #How It All Started

The cooperative movement was triggered off when the farmers were angered by
the unfair and manipulative trade practices followed by the local trade cartel in
Anand, Gujrat. The farmers sought
help and advice of Sardar Vallabhbhai
Patel. They were then advised to get
rid of the middlemen and market their
milk through a co-operative society of
their own which would have
procurement, processing, and
marketing under them. Hence under
the guidance of Tribhuvandas Patel, Sardar Patel and Morarji Desai, they
formed their own cooperative Kaira District Cooperative Milk Producers Union
Limited (KDCMPUL) which was later better known as Amul.

#Launching

Amul-cooperative was registered on 14 December 1946 as a response to the

exploitation of marginal milk producers by traders or agents of the Polson
dairy, which was the only diary then as the government had given monopoly
rights to Polson to collect milk from Kaira and supply it to Bombay city. All
this was resulted in the formation of the Cooperative and by June 1948, the
KDCMPUL had started pasteurizing milk for the „Bombay Milk Scheme‟. This
cooperative was further developed and managed by Dr. Verghese Kurien with
H.M. Dalaya. Amul became the first brand in the world to make skimmed milk
powder from buffalo milk in the 1960‟s. Today whenever any milk products
like Ice cream, milk, cheese, butter etc are mentioned, Amul is the first name
that generally occurs in one‟s mind. Thus innovation at each step could be
regarded as a reason for their grand success.

33
 #Efficient Supply Chain Management:
The Amul model is a three-tier cooperative structure which consists of a dairy
cooperative society at the village level that is affiliated with milk unions at the
district level which in turn is federated to a milk federation at the state level.
Milk is collected at the village dairy society, procured and processed at the
district milk union and marketed at the state milk federation. The model was
found to be so amazing that Dr. Verghese Kurien was asked to replicate this
model all over the country under Operation Flood in the 1970‟s as this model
had the efficiency and swiftness in its operations. The Amul model has helped
India become the largest milk producer in the world.

Amul‟s Marketing Campaigns and Strategy

In this section, we would go through Amul‟s social media marketing strategy and campaigns
implemented by them.

1. The Story of the Amul Girl, India‟s Most Loved Ad Icon

Amul Girl is the official mascot of the Amul brand. It is a hand-drawn cartoon of a
young Indian girl dressed in a polka-dotted frock with blue hair and a pony tied up.

The Amul Girl was created as a response to Amul‟s rival brand Polson‟s butter-girl back
in 1967. It

34
has made a world record for the longest run ad campaign that ever happened on
planet earth!

Amul Butter Girl‟s first-ever ad copy

released in 1967
Here are some of the best advertisements
of Amul Butter Girl,

Amul‟s mascot strategy has worked out very well offline but lets us now check
how is it working on the digital fronts.

2. Amul‟s Digital Marketing Strategy

35
In this increasingly digitized world, every brand needs to revamp its marketing
strategy. Amul too has cut down its expenditure on TV Ads and has started
focusing more on the online form of advertising just like its competitors.
But before that let‟s have a look at its social media presence from the below
table.

1. Amul on Facebook & Instagram

In the present day, The shift from offline to online marketing was fairly an easy
task for Amul. They were already creating content for banners and newspapers
previously and now they just follow the same style for their creatives on
Facebook & Instagram as well.
Their most popular creatives on Facebook and Instagram revolve around the
Amul Butter Girl the buzz-worthy happenings all around the world.
Let‟s now take a look at some of Amul‟s digital marketing campaigns which
were a hit on Facebook as well as Instagram.

“Eat Milk with Every Meal”

In 2013, Amul hired a digital marketing agency called Draftfcb Ulka to come
up with a campaign for the digital space as well as print.
The objective of this campaign was to educate Indian buyers about the
goodness of milk and its byproducts.
In older times milk was considered the world‟s favourite energy drink but in the
present era of junk food, the importance of milk has been undermined.
So, in this campaign, Amul focused on repositioning Milk and its entire range
of dairy products to seem trendy and tempting to all.

36
Moreover, Amul created graphics to enlighten its consumers about the various
scenarios in which they could consume Amul products (along with the
numerous benefits of those products).
National Milk Day Campaign
On 26th November 2019, Amul celebrated National Milk Day by launching a
new campaign by using hashtags like,
#CelebratingDrKurien #BikeRally #VaranasitoAnand and # 26 November.
The objective of this campaign was to connect with the youth and inspire them
to be purpose-driven and motivated in their lives.
During the campaign, Amul organized a bike rally in which 50 bikers travelled
from Varanasi to Anand (2500 Kms) to meet dairy farmers, dairy professionals
and to learn about Dr Kurien and his works.

37
Amul also launched a small 70 seconds film on Dr Kurien on Facebook,
Instagram & YouTube. It also went Live on all the above-mentioned platforms
to record the 12-day journey.

2. Amul on Twitter

On Twitter, Amul has a massive fan base of over 335K followers given that
Twitter is a very different platform when compared to other social media
platforms.

38
On various occasions, Amul posts fun graphics featuring the Amul Butter Girl.
Many people connect with those graphics and retweet them to show how they
feel about the latest happenings in the world.
Twitter is a great platform for a brand to engage with its customers. Taking advantage of this, Amul
tries to conduct interactive activities like contests and giveaways.

A lot of people also use Twitter to express their grievances for a service or a product. Amul makes
sure that it replies to tweets of customers complaining about its products.
Unlike many brands that ignore or delete the negative posts of their customers, Amul takes the
opinions of its customers very seriously and makes an effort to resolve their customers‟ problems on
Twitter even in the presence of thousands of people.

39
3. Amul on Youtube

Amul is also present on Youtube and it enjoys about 4,03,000 subscribers on its official youtube
channel called, Amul The Taste of India. However, On Youtube, it puts out advertisements that are
previously aired on television.
Although, during the Covid-19 pandemic when the country was in lockdown, Amul started a new
campaign called Simple Home Made Recipes that was also promoted as
“#SimpleHomeMadeRecipes”.

More about this campaign will be covered in the next section of the case study. So this is how Amul‟s
digital marketing strategy has played out.

Amul‟s Digital Marketing Strategies during COVID-19

Despite lockdown and Amul also being an FMCG brand, sales have increased due to excess
consumption of households during the lockdowns and its presence on E-commerce sites like Grofers,
Big Basket, Paytm mall, etc. However, it has also doubled its spending on its marketing efforts.

During the lockdown, everyone avoided stepping out of their homes and even if they did, nobody
wanted to travel too far for their food supplies and put their safety at stake. So Amul went one step
ahead and created an App to help its customers locate Amul products near them.

40
Let‟s now have a look at the Marketing campaigns launched by Amul during the lockdown

1. Amul Classics
So we all know that Doordarshan had started airing Ramayan and Mahabharat again after a span of a
long time. So, Amul received a lot of requests from customers to start airing their old 90s retro ads
again.

41
That‟s when Amul took its customers on a nostalgic trip by airing its old com online as well as on
TV.
*Hums Amul Doodh Peeta Hai India in my head *

So, Amul is making a lot of effort to increase its visibility for the Indian public which is sitting home
and consuming content on Social Media platforms.

2. Simple Homemade Recipes

During the start of the lockdown, Amul came up with a campaign called #SimpleHomeMadeRecipes.
They invited chefs from all parts of India and all types of eateries like Bakeries, Hotels, Catering
establishments, etc, and asked them to showcase their cooking skills to their Facebook audiences.

42
In each episode of this cooking show, chefs shared a new recipe in which they used Amul products.
Around 750 million people viewed these episodes, and Amul even shared pictures of dishes prepared
by their audience.It has released more than 700 episodes on its youtube channel and continues to
upload it regularly.

This move was successful and it received a lot of responses from the audience. With this, our case
study comes to an end. Let‟s now see what the conclusion of the case study has to say.

43
 Amul SWOT Analysis, Competitors & USP
SWOT analysis of Amul analyses the brand by its strengths, weaknesses, opportunities &
threats. In Amul SWOT Analysis, the strengths and weaknesses are the internal factors
whereas opportunities and threats are the external factors.
SWOT Analysis is a proven management framework which enables a brand like Amul to
benchmark its business & performance as compared to the competitors. Amul is one of the
leading brands in the food & beverages sector.

The table below lists the Amul SWOT (Strengths, Weaknesses, Opportunities, Threats), top
Amul competitors and includes its target market, segmentation, positioning & Unique
Selling Proposition (USP).

This article has been researched & authored by the Content & Research Team. It has been
reviewed & published by the MBA Skool Team. The content on MBA Skool has been
created for educational & academic purpose only.
Similar analysis has also been done for the competitors of the company belonging to the
same category, sector or industry. Browse marketing analysis of more brands and
companies similar to Amul. This section covers SWOT Analysis, Competitors,
Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20
industry sectors.

Strengths in the SWOT analysis of Amul

Very high market share in ice cream – Amul has the top market share in ice cream segment
which further helps it push other products into the market.

Excellent brand equity – amul is a beloved brand over the years and the contribution of amul girl
and her outdoor ads should specifically be mentioned here.

Excellent quality management – even though amul has such a wide and
large distribution network, hardly any quality complaints come for amul.

44
Strong distribution network – This is one company which is strong in urban as well as rural
distribution. You will find amul present even in small towns and villages.

Good product portfolio – Amul had a deep product portfolio when compared to any fmcg
company. It has many different variety of milk milk based food items like cheese, butter, milk,
buttermilk, lassi and many others. In ice creams too, amul has a large variety of flavours

Strong Supply chain – Vendors love Amul and amul is known for the white revolution in India.

Rural presence – Strong rural presence of Amul is its plus point. It is mentioned here separately
because this rural presence gives amul a strong competitive advantage.

Weaknesses in the SWOT analysis of Amul

Cost of Operations – Amul‟s operation is huge. And so is the cost. Plus the sector is such that
maintaining margins becomes difficult day by day. Thus, to face international players,
Amul needs to maintain the operations in the same manner it is carrying out today. It is not a
weakness but rather a constant challenge for Amul. In fact, during summers, the brand faces
severe shortage of supply.

Chocolates – Amuls expansion to chocolate has failed and hardly any product of Amul
chocolates is selling in the market. Amul needs further products to expand its product line and
increase bottomline.

Opportunities in the SWOT analysis of Amul

Export – Amul can export its product to other countries thereby increasing its turnover and
margins exponentially.

Concentrate more on chocolate market – Amul has a no advertisement policy which creates a
problem for its foray into additional products. Amul should in fact have separate SBU‟s and
concentrate more on increasing its product line through chocolates or other such products.

Threats in the SWOT analysis of Amul

Increasing competition in Ice cream segment – Many players, local and international, are
entering the ice cream market thereby taking away share of wallet from Amul. Kwality walls,
Naturals, London dairy, Havmor, Arun ice cream, Vadilal, Ramani, are some of the few brands
who are directly in competition with Amul.

45
 CHAPTER:3.2
Amul Marketing Strategy & Marketing Mix (4Ps)

Marketing Strategy of Amul analyses the brand with the marketing mix framework which
covers the 4Ps (Product, Price, Place, Promotion). There are several marketing strategies
likeproduct innovation, pricing approach, promotion planning etc. Thesebusiness strategies,
based on Amul marketing mix, help the brand succeed.

Amul marketing strategy helps the brand/company to position itself competitively in

themarket and achieve its business goals & objectives.

Let us start the Amul Marketing Strategy & Mix to understand its product,
pricing,advertising & distribution strategies:

Amul Product Strategy:

The product strategy and mix in Amul marketing strategy can be explained as follows:

Amul is one of the leading brands in milk products in India. Amul has a very diverse
productrange in its marketing mix. It mainly involves all the available dairy products. Amul
uses themilk obtained from their primary source and then turn it into different products after
going through various process. The list of products which Amul contains are as follows:

Milk:

Amul Milk, Amul Taaza, Amul slim trim milk etc, are the biggest produce of the
company.The company also offers UHT milk as a part of its offering.

Bread spreads:

Amul butter, Amul Lite, delicious table margarine, unsalted butter, garlic butter &
AmulCheese are the most popular bread spreads by the company.

Beverages:

Beverages like Amul Kool flavoured milk, Amul Masti buttermilk are some popular
offerings of the company

Other products:

Amul Ice cream, Paneer, Dahi, Ghee, Amul chocolates, fresh cream, pouch butter milk are
46
some of the other products which the company has widely diversified its product portfolio
in.Amul has always been known for coming up with new innovative products for different
customer segments. From the above products we can see how it has classified its products
in different niche segments according to demand or need of consumers. For every product
range there are lot of competitors but no one has been overcome Amul because of its very
highly diverse and innovative dairy products. The company is driven by 1000+ employees
who work with over 3 million milk producing partners.

Amul Price/Pricing Strategy:

Below is the pricing strategy in Amul marketing strategy:

Amul from starting only when there were no national player as there competitorhas a vision
to provide the best quality dairy products with a very low cost to consumers of all
economical segments.

With the same initiative they have followed the low pricing strategy in their marketing mix.
To make this strategy follow they segmented out their own products. Products which covers
a huge market segment and are used on the daily basis like milk, ghee, ice-cream, cheese,
butter were provided to the consumers at a lower rate in comparison to competitors whereas
the price of products which were of niche segment like Amul Spray, Prolite, Milk powder
were completion oriented. Mostly Amul follows a strategy which is more incline towards
market. In Amul GCMMF sets up the price range of different products which is based on
different factors like raw materials, labor cost, distributors margin, farmers profit,
Administrative and manufacturers overhead, demand and supply of products, competitors
prices, transportation cost, packaging cost, govt. taxes etc. With the rise in Indian economy
transportation cost, storage cost has piled up but still Amul provides quality products at a fair
and affordable price in comparison to others. The company has an annual revenue of over $5
billion. With the same initiative they have followed the low pricing strategy in their
marketing mix. To make this strategy follow they segmented out their ownproducts.
Products which covers a huge market segment and are used on the daily basis like milk,
ghee, ice-cream, cheese, butter were provided to the consumers at a lower rate in comparison
to competitors whereas the price of products which were of niche segment like Amul Spray,
47
Prolite, Milk powder were completion oriented. Mostly Amul follows a strategy which
ismore incline towards market. In Amul GCMMF sets up the price range of different
products which is based on different factors like raw materials, labor cost,
distributorsmargin,

farmers profit, Administrative and manufacturers overhead, demand and supply of products,
competitors prices, transportation cost, packaging cost, govt. taxes etc. With the rise in
Indian economy transportation cost, storage cost has piled up but still Amul provides quality
products at a fair and affordable price in comparison to others. The company has an annual
revenue of over $5 billion.

Amul Place & Distribution Strategy:

Following is the distribution strategy in the Amul marketing mix:

One of the key reason of Amul to stand at the top in such a volatile market with overloaded
competition is because it has an enormous distributive channel which covers almost all parts
of our country. Amul‟s whole model works on collecting the raw material in mass and then
keep it chunking down into small and small size which finally reaches as a single unit to
consumer. There are two distinct channels through which Distribution occurs in Amul. One
is the acquisition channel which is in charge of gathering of Milk through dairy co-agents.
The other is the distribution channel which is in charge of circulating the concluded item to
the end clients. In the acquisition channel Amul works up with farmers then to village co-
operative society then it goes to manufacturing units then to company depots, wholesale
distributors and finally to retailers. There is also one more channel which consist of carrying
and sending specialists who helps in minimizing the administrative and transportation costs.

Hence Amul is able to deliver it products to consumers at an affordable price in comparison

to its competitors even after there has been a huge increase in transportation cost.

Amul Promotion & Advertising Strategy:

The promotional and advertising strategy in the Amul marketing strategy is as follows:

Amul is one of the fewer company who is in charge of one of longest and successful
campaign with a promotional character – The Amul girl. Amul generally uses the current

48
news scenario in their promotion that too in a little sarcastic manner which connects the user.
Most of their promotion is mainly for butter. As Amul has always stand at the top edge so it
doesn‟t spends more than 1% of its revenue on promotion because it would directly influence
the cost of product. With an increase in the number of e-commerce users recently Amul has
also shifted on e-commerce platform with an Amul online app through which they could
deliver products to e-commerce users. This app also has helped Amul in promoting their
brand through different social media sites i.e. through digital marketing. Despite
thepandemic, the revenues for milk based products rose significantly for the company with
continued marketing efforts. Hence, this completes the Amul marketing strategy and
marketing mix.

49
 CHAPTER:4

Consumer Behavior and Comparative Analysis

of AMUL products

50
Consumer Behavior and Comparative Analysis of AMUL
products

Introduction

In the year 1946 the primary milk association was built up. This association was
begun with 250 liters of milk for every day. In the year 1955 AMUL was built
up. In the year 1946 the association was known as KAIRA DISTRICT CO-
OPERATIVE MILK PRODUCERS' UNION. Thisassociation chose the brand
name AMUL in 1955. The brand name Amul signifies "AMULYA". This word
got from the Sanskrit word "AMULYA" which signifies "Extremely valuable".
A quality control master in Anand had proposed the brand name "AMUL". Amul
items have been being used in a large number of homes since 1946. Amul Butter,
Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,
AmulShrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made
Amul a main food brand in India. (The absolute deal is Rs. 6 billion out of 2005).
Today, Amul is an image of numerous things like of the great items sold at
sensible costs, of the beginning of a tremendous co-employable system, of the
triumph of indigenous innovation, of the advertising wise of a ranchers'
association.

Furthermore, have a demonstrated model for dairy advancement (Generally

known as "ANAND PATTERN").MISSION : "We at GCMMF try to fulfill the
taste and healthful necessities of the client of the world through greatness in the
advertising by our submitted group. Through agreeable systems administration,
we are focused on offering quality item that gives best an incentive to money
."The region association was additionally structure to gather the milkfrom such
town co-usable social orders and to sell them. It was likewise settled that the
Government ought to be approached to purchase milk from the association. In
any case, the govt. didn't appear to help ranchers using any and all means. It gave

51
the negative reaction by turning down the interest for the milk. To react to this
activity of govt., the ranchers of Kaira locale went on a milk strike. For 15 entire
days not a solitary drop of milk was offered to the dealers. Thus, the Bombay milk
plot was seriously influenced. The milk official of Bombay at that point visited
Anand to evaluate the circumstance. Having appeared the condition, he chose to
satisfy the ranchers request. In this way, their agreeable associations were
constrained at the town and region level to gather and sell milk on a helpful
premise, without the mediation of Government. Mr. VergheseKurien indicated
primary enthusiasm for building up association who was upheld by
ShriTribhuvandas Patel who lead the ranchers in framing the Coemployable
associations at the town level. The Kaira area milk maker's association was hence
settled in ANAND and was enlisted officially on fourteenth December 1946.
Since ranchers sold all the milk in Anand through a helpful association, it was
usuallyset out to sell the milk under the brand nameAMUL.

At the underlying stage just 250 liters of milk was gathered each day. In any case,
with the developing consciousness of the advantages of the helpfulness, the
assortment of milk expanded. Today Amul gather 11 lakhs liters of milk each day.
Since milk was a transient item it gets hard to save milk verdure longer period.
Other than when the milk was to be gathered from the far spots, there was a dread
of ruining of milk. To conquer this issue the association thoroughly considered to
build up the chilling unit at different intersections, which would gather the milk
and could chill it, to save it for a more drawn out period. Along these lines, today
Amul has in excess of 150 chilling communities in different towns. Milk is
gathered from right around 1073 social orders. With the money related assistance
from UNICEF, help from the govt. of New Zealand under the Colombo plan, of
Rs. 50 million for plant to make milk powder and spread was arranged. Dr.
Rajendra Prasad, the leader of India established the framework on November 15,
1954. ShriPandit Jawaharlal Nehru, the executive of India

52
announced it open at Amul dairy on November 20, 1955. The Union looks after
policy formulation, processing and marketing of milk, provision of technical
inputs to enhance milk yield of animals, the artificial insemination service,
veterinary care, better feeds and the like - all through the village societies.
Basically, the union and cooperation of people brought Amul into fame i.e.
AMUL (ANAND MILK UNION LIMITED), a name which suggest “THE
TASTE OF INDIA”.

Literature Review

Since the turn of nineteenth century, Cooperatives have existed as predominant

types of association in the dairy business around the globe. At times they have
assumed the job of creating newborn child industry while at different occasions
they have been utilized to reinforce frail creation bases in a situation where
showcase disappointments will in general be higher for minor producers. In some
her cases, a system of little makers has sorted out themselves to all the more likely
market their items. The executives of these cooperatives have additionally
prompted some intriguing administrative bits of knowledge for administrators
with regards to rising just as created economies. Enormous rising economies, e.g.,
India and China, have complexities that extend from improvement of business
sectors (where thebiggest fragment of populace is the one which has low buying
capacity) to joining of minimal effort providers who are transcendently
exceptionally little. For firms that seek to direct considerable business in such
markets, such complexities must be perceived and afterward survive. The test is
to comprehend the linkages among business sectors and the general public. This
would likewise require advancement of another plan of action that enables a firm
to develop in such conditions. This paper is around one such effective model. The
Kaira District Milk Cooperative Union or AMUL in India is a case of how to
build up a system of firms so as to beat the complexities of a huge yet divided
market like those in developing economies by making an incentiveforproviders

53
just as the clients. AMUL has driven the milk dairy upheaval in India that has
now developed as one of the biggest milk makers on the planet

In this article we will depict the advancement vision that prompted the
synchronous improvement of the market and flexibly side through a procedure of
social turn of events and training at AMUL. Obviously, usage of this vision a
serious situation and keeping up continued development and benefit requires
improvement of intensity on a fewmeasurements and operational viability. This
article gives bits of knowledge into the executives of enormous flexibly chains by
adjusting and coordinating an assortment of procedures and strategies. This
incorporates building systems, creating trust and qualities in the system, growing
reasonable instruments for sharing advantages over the gracefully chain,
coordination for operational adequacy, development and new innovation for
picking up intensity. It is important that these victories were accomplished inside
the system of a system of cooperatives sorted out in a various leveled way. There
are numerous exercises in AMUL's prosperity for the agreeable division as well
as for firms who plan to work together in developing market

Research Methodology

The research methodology is the basic procedures or techniques used to classify,

select, process and evaluate information on the subject. It includes following
terms :

Research Problem :

• Seek the general perception of consumer towards AmulMilk.

• To know the consumer psyche and their behavior towards Amul Milk.

• To know the relationship of sales with the advertisement.

• To know awareness of people towards Amul Milk.

• To know which advertisement tool is mostly preferred by people.

54
• To know the preference of Amul Milk with comparison to Other competitive
brands .

• To know the factors which affects consumer‟s buying behavior to purchase milk

Research Design : Descriptive research (A Research design specifies the

methods and procedures for conducting a particular study. It is a map (or) blue
print to which the research is to be conducted. Descriptive research design has
been considered as a suitable methodology for present study and for data
analysis).

Sampling Design : Convenience sampling (The sampling design used was

Convenience sampling, which is a nonprobability sampling method. The
convenience factors weretheavailability and approachability of therespondents).

Population : A population is usually a broad number of individuals or artifacts

that is the main subject of a scientific inquiry. In this research, population are
those who uses dairy products.

Tools used : Pie and Bar-Graph Chart

Sampling size :50

Method : Interview through questionnaire

Scale: Continuous and Likert scale.

Data Analysis and Interpretation

The collected data were not easily understandable, so I like to analyze the
collected data in a systematic manner and interpreted with simple method. The
analysis and interpretation of the data involves the analyzing of the collected data
and interpretation it with pictorial representation such as bar charts, pie charts and
others.

55
1. Which dairy product do you preference?

Preference

Both

Loose Packed Pouch

Packed Pouch Loose Both

2. Are you satisfied with the dairy product you areconsuming?

SAnToISFACTI
ON
8%

Ye
s
3. What do you like in these products most “Quality,
92 Availability, Price or
%
Taste”?
RANK ON AVERAGE
15

10

0
QUALITYTESTE
AVAILABILITYPRICE

56
4. Do you get milk pouch at?

Convenience

34
%
66%

Doorstep From Retailer

5. What is total consumption of milk in litre /day?

Consumption

18% 2%4%5% 7%
16% 9%
11%
15% 13%

1 2 3 4 5 6 7 8 9 10

6. In pouch milk which brand do you prefer?

Brand
40
love
35
30
25
20
15
10
5
0
AMUL MOTHER DAIRYMAHANANDA OTHE
GOKUL RS

57
 7. Can you recall AMUL advertisement ?

Ad
recall

16%

ye
s
n
o

84%

8. Consumer‟s opinion towards AMUL Products :

Chart Title
Fair Poor
8% 0%

Excelle
nt 41%

Goo
d
51%

Excellent Good Fair Poor

Results :
 Over 62% people chooses pouch packets and total of 92% are satisfied with
dairy products.
 Quality liked most, proceeded by taste , availability and price respectively.
 Daily consumption of milk is up to 3 liters for over 65% ofpeoples.
 Amul is preferred most by 74% and proceeded by Mother dairy(22%).
 88% recalls the Amul tagline and over 84% recalls itsadvertisement.
 Amul Gold purchased by 34% followed by Amul Taaza (46%).
 Over 82% liked the service of Amul products.
58
 CHAPTER: 5

ADVERTISING

59
Advertising

In 1966, Amul hired Sylvester da Cunha, the managing director of an advertising

agency as to design an ad campaign for Amul Butter. DaCunha designed a campaign as
series of hoardings with topical ads, relating to day-to-day issues. It was popular and
earned a Guinness World Record for the longest-running ad campaign in the world. In
the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar had been
involved with sketching the Amul ads; the latter rejected the trend of using celebrities in
advertisement campaigns. Dabholkar credited chairman Verghese Kurien with creating
a free atmosphere that fostered the development of the ads.

Despite encountering political pressure on several occasions, DaCunha's agency has

made it a policy of not backing down. Some of the more controversial Amul ads include
one commenting on the Naxalite uprising in West Bengal, on the Indian Airlines
employees strike, and one depicting the Amul girl wearing a Gandhi cap.

In 2013, Amul tweeted a picture featuring the Amul butter girl, implying that "freedom
of choice" died in 2013, in opposition to the Supreme Court of India overruling the
judgment of the Delhi High Court and criminalising homosexuality again.

On 17 October 2016, Amul butter girl celebrated 50 years since she first appeared in the
topical ad titled "Thoroughbread". The ad showed a jockey holding a slice of bread
during the horse race season in 1966. The impish Amul girl had appeared for the first
time even before that, with Eustace Fernandez showed her offering bedtime prayers
with a wink and a lick of lips, saying "Give us this day our daily bread: with Amul
butter".

Their Ad on Aagey Badhta Hai India had an excellent response from the audience. It
basically spoke about how their Milk is seen as a household product with catchy tune
associated to it. It has over 39 lakh (~4 million) views on YouTube.

In February 2020, Amul posted a picture of the Amul girl treating Joaquin Phoenix with
butter after his academy award win for his role in the 2019 film, Joker

60
Amul posted a picture of its mascot Butter Girl celebrating with PV Sindhu for winning
the bronze medal in Tokyo Olympics in August 2021.

Amul Advertisement – Simple and Consistent Brand Strategy

Nostalgia Amul
However, our love and connect with the brand Amul make us ruminate over it. A
native brand success story example-Amul. A Consistent Advertisement elevating
Brand Identity-Amul. The utterly butterly „Amul girl‟ is an icon of the middle
class India right from 1967. Woah! Do we have any other mascot that old?
The Amul girl is a hand-drawn cartoon of a young, chubby Indian girl dressed in a
polka dotted frock with blue hair and a half pony tied up. May be she is the reason
Polka Dots are never out of fashion in India!

Back then, brief provided by Amul was simple; „Draw a mascot which is easy to
paint in walls and outdoors‟. Huge outdoor print Advertisement was still to see the
billboards. The advertisement idea of Amul was conceived by an agency called
ASP (Advertising, Sales and Promotion) headed by Sylvester Da Cunha and his Art
Director Eustace Fernandez.

Brand Strategy of Amul Advertisement

It is an established fact that the Amul advertisements are consistent. They do a
great job in selecting a trending topic and make an ad about it. Amul has a history
of being brave. Through advertisement they have often raised voice against issues,
which are otherwise not considered relevant in FMCG product advertising. Most
companies avoid getting into dirt by commenting on political issues, unlike Amul.
There were even controversies when AMUL commented on national political
events such as „Emergency in India‟ in 1976.

Although the content for the advertisement may be grave, yet Amul with its
humour punch establish their view and brand in a subtle way.

Even the media strategy of AMUL advertisement was clear, crisp and consistent.

61
was to be seen, now we can even see it in other newspapers as well.
In communications terminology, we call it a strategy to create expectations of
readers to find a particular kind of content in a particular place. Like we always
open the supplement of Hindustan Times, Brunch from the last page expecting the
fixed format short & interesting interview of a celebrity.

If you refer to image below, this is exactly the spot in the 3rd page of Hindustan
Times where you can expect an Amul advertisement.

Brand Strategy leading to Brand Identity

AMUL has just been ranked as the No. 1 Indian brand by Campaign magazine in
its list of Top 1000 Brands of Asia for three consecutive year. AMUL is one brand
which is sticking on to the old school way of brand strategy. They
develop simplistic content and campaign; which would lead mass appeal. The
product connect achieved through a planned brand strategy eventually establishes
a product with a brand identity. In the long run for businesses to prosper in the
cutting edge marketing and competitive era; Brand Identity
is mandatory. People of all ages or rather generation can relate to brand Amul or
their mascot. Although advertising plays a critical role in getting this coveted
rank yet, the product management also has to be hailed and saluted. Amul has not
only flagged itself via nurturing a consistent brand identity, it has also penetrated
households with dynamic products today.

62
Social Media Strategy Review: Amul
This review is a part of our „Social Media Strategy Review‟ series where we do a 360
degree analysis of a brand‟s entire social media activity. You can read the reviews of
more brands here.

When Verghese Kurien “Father of the White Revolution” reluctantly took the job at the
Government of India‟s experimental creamery at Anand, Gujarat very little he knew that
he will end up giving birth to Gujarat Co-operative Milk Marketing Federation
(GCMMF) and the brand Amul. Nor did he know that his contribution will give him the
honor of being the “Milkman of India”.

The brand Amul has since then travelled far and wide breaking traversing across many
boundaries, and creating and breaking many records. One such boundary that Amul
traversed across and made a new mark is marketing communication. The brand has
created a new standard in marketing communication. Has it done the same with the
social media, the new platform to engage audience? How Amul fares on this frontier is
what I am going to study in this article.

Audience Analysis of Amul

Amul the brand is consumed by all and loved by all, and the same holds true for its
marketing communication effort. The love for Amul‟s advertisements, in particular, and
the brand, in general is such that people from all age groups connect emotionally with
the brand (see the first image), though the fan page is skewed towards male audience
(see the second image), and not everyone talks positive about the brand.

Amul got a good deal of negativity going on social media, but the good thing is its
audience is vocal and not reticent. They express their feeling, which gives the brand an
opportunity to fix things that are wrong with it (see the third image).

63
 16.73 R 13-20
21-30
31-40
a0 I

44 #

27.44 #

34 Female

65

Furi alu Pvz ir we Femalu Net au ve

64
Results Achieved by the company.
1. Without indulging in hardcore marketing/advertising, Amul has built an unbreakable
bond with its consumers especially Indians.
2. Mainstream marketing/advertising is not the only way to sell products, they become
hot property because of intelligent and updated business tools.
3. It is very important to have a distinctive feature like who doesn‟t know the famous
Amul girl. It was very easy for the brand to transfer their Amul girl from bygone era
to the current scenario and generate content.
4. As the population today vastly consists of youth, the brand has made itself highly
interactive on social platforms and this way their new products get a lot ofvisibility.

Learning
1. To be sellable and loved at the same time, the brand should keep
reinventing itself.
2. Mainstream marketing/advertising is not the only way to sell products, they become
hot property because of intelligent and updated business tools.
3. It is very important to have a distinctive feature like who doesn‟t know the famous
Amul girl. It was very easy for the brand to transfer their Amul girl from bygone era
to the current scenario and generate content.
4. Amul took an intelligent decision to spend less on advertising and more on distribution
of their products which made the brand very accessible. Always identify with your
brand‟s needs because in the end we all are here to make money.

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 CHAPTER:6

COMPARATIVE ANALYSIS OF AMUL

66
CHAPTER:6.1

COMPARATIVE ANALYSIS OF AMUL AND MOTEHER DAIRY

PRODUCTS.
INTRODUCTION
INDIAN DAIRY INDUSTRY
The world's biggest dairy producing country is growing fast and looking to become an
export power house despit power house despite major quality problems. India e major
quality problems. India is the world's larg is the world's largest milk producing est milk
producing country and is growing fast, with an eye toward becoming a major dairy
exporter. Indian dairy is emerging as sunrise industr dairy is emerging as sunrise industry.
India repres y. India represents one of the world‟s largest and ents one of the world‟s
largest and fast growing markets for milk and other products due to increasing disposable
incomes among 275 million middle class. The country is been changed after the end of
2000 A.D. as the world's number one in milk production. The reason being that, it is rural
based, land saving and gender natural composed to the drop production to offers more
favourable opportunities of employment. Dairy farming provides substantial source of the
landless labor as well as marginal farmer. During the last 25 years, we have moved from a
situation of scarcity and rationing of milk to a scenario in which milk has been increasing
at a rate faster than the rate of increasing of population. There is large and rising domestic
demand both for milk and milk products with an expanding middle income group, there
exist a market for value added products, especial products, especially in the cities and
towns. Therly in the cities and towns. There is also the possie is also the possibility and
covering surplubility and covering surplus into conventional milk products like casein is
not only import to developed countries.

AMUL
In the year 1946 the first milk union was established. This union was started with 250
liters of milk per day. In the year 1955 AMUL was established. In the year 1946 the union
was known as KAIRA DISTRICT CO-OPERATIVE MILK PRODUCERS‟ UNION.

67
A quality control expert in Anand had suggested the brand name
“AMUL”. Amul products have been in use in millions of homes since 1946. Amul Butter,
Amul Milk Powder, Amul Ghee, Amulspray, Amul Cheese, Amul Chocolates,
AmulShrikhand, Amul Ice cream, Nutramul, Amul Milk and Amulya have made Amul a
leading food brand in India. (The total sale is Rs. 6 billion in 2005). Today Amul is a
symbol of many things like of the high-quality products sold at reasonable prices, of the
genesis of a vast co-operative network, of the triumph of indigenous technology, of the
marketing savvy of a farmers' organization. And have a proven model for dairy
development (Generally known as “ANAND PATTERN”). In the early 40‟s, the main
sources of earning for the farmers of Kaira district were farming and selling of milk. That
time there was high demand for milk in Bombay. The main supplier of the milk was
Polson dairy limited, which was a privately privately owned company company and held
monopoly monopoly over the supply of milk at Bombay from the Kaira district. Kaira
district. This system leads to exploitation o This system leads to exploitation of poor and f
poor and illiterates‟ farmers by the private traders. The traders used to beside the prices of
milk and the farmers were forced to accept it without uttering a single word. However,
when the exploitation became intolerable, the farmers were frustrated. They collectively
appealed to SardarVallabhb SardarVallabhbhai Patel, who was a leading activist in the
freedom movement. Sardar Patel advised the farmers to sell the milk on their own by
establishing a co-operative union, Instead of supplying milk to private traders. Sardar
Patel sent the farmers to Shri Morarji Desai in order to gain his co-operation andhelp.
Shri Desai held a meeting at Samarkha village near Anand, on 4 th January 1946. He
advised the farmers to form a society for collection of the milk. These village societies
would collect the milk themselves and would decide the prices at which they can sell the
milk. The district union was also form to collect the milk from such village co-operative
societies and to sell them. It was also resolved that the Government should be asked to
buy milk from the union However; the govt. did not seem to did not seem to help farmers
by any help farmers by any means. It gave the It gave the negative response by turning
down negative response by turning down the demand for the milk. To respond to this
action of govt., the farmers of Kaira district went on a milk strike.
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Thus their cooperative unions were forced at the village and district level to collect
and sell milk on a cooperative basis, without the intervention of Government. Mr.
VergheseKurien showed main interest in establishing union who was supported by Shri
Tribhuvandas Patel who lead the farmers in forming the Co-operative unions at the
village level. The Kaira district milk producers union was thus established in
ANAND and was registered formally on 14th December 1946. Since farmers sold all the
milk in Anand through a co-operative union, it was commonly resolved to sell the milk
under the brand name AMUL. At the initial stage only 250 liters of milk was collected
every day. But with the growing awareness of the benefits of the cooperativeness, the
collection of milk increased. Today Amul collect 11 lakhs liters of milk every day. Since
milk was a perishable commodity it becomes difficult to preserve milk flora longer
period. Besides when the milk was to be collected from the far places, there was a fear of
spoiling of milk. To overcome this problem problem the unio the union thought out to
develop develop the chi the chilling uni lling unit at various various junctions, junctions,
which would collect the milk and could chill it, so as to preserve it for a longer period.
Thus, today Amul has more than 150 chilling centers in various villages. Milk is collected
from almost 1073 societies. With the financial help from UNICEF, assistance from the
govt. of New Zealand under the Colombo plan, of Rs. 50 millions for factory to
manufacture milk powder and butter butter was planned. planned. Dr.RajendraPrasad,
the president of India laid the foundation on November 15, 1954. Shri Pandit Jawaharlal
Nehru, the prime minister of India declared it open at Amul dairy on November 20,1955.

VISION& MISSION
Amul‟s vision is to provide more and more satisfaction to the farmers, employees and
distributers.
MISSION.
“We at GCMMF (Gujarat Co-operative milk Marketing Federation) endeavour to satisfy
the taste and nutritional requirements of the customers of the world, through excellence in

69
 marketing by our committed team. Through co-operative networking, we are committed
to offering quality products that provide best value for money.”
QUALITY INITIATIVES
The initiation of Total Quality Management (TQM) way back in 1994 was to work with
the well known quality management initiatives which have proven to be effective
elsewhere to create a culture of transparency, openness and leadership in the organization.
Realizing that with emerging competition, doing business would become more exciting
yet extremely competitive which would require at time not only a whole set of new skills
and competencies but quick adaptabi but quick adaptability to change without muc lity
to change without much stress or turbulenc h stress or turbulence. As a very unique
measure e. As a very unique measure Amul extended all the TQM initiatives to its
business partners whether it was the farmer producer in the villa producer in the village
or a wholesale distrib

ge or a wholesale distributor in a metro town or it utor in a metro town or its most

sophisticated s most sophisticated production unit. From the strength of Total Quality
Management initiative Amul went on to implement Quality Management System of
International Standard. Amul has been the first dairy in India to get accredited with
certification of ISO 2200:2005 & ISO 9001 for its operations and plants. Further Amul
has set an example that village Dairy Co-operative Societies could also achieve this
milestone as these societies are accredited with ISO 9001:2000 – a remarkable
achievement in the history of India. Amul Plants are certified by Agricultural and
Processed Food Exports Development Authority (APEDA) for export of dairy products to
international markets. Gujarat Co-operative Milk Marketing Federation (GCMMF) which
markets and exports dairy products under the brand of “Amul” has bagged award 11th
time for excellent performance in exports of dairy products from APEDA - 2008- 09,
IMC Ramkrishna Bajaj National Quality Award – 2003, "Best Best of All" Rajiv
Gandhi National Quality Award - 1999 National Quality Award - 1999, The
International D

70
Some of these awards are the Best Productivity Performance Awards for three
consecutive years from 1985 and Sustained productivity Performance Award in 1988-89
from National Productivity Council, Government of India, Indian Merchant s‟ Chamber
Award
- for Outstanding Performance in the field of R&D of Food Processing Industries Based
on Agricultural Products -1988, again Best Productivity Performance Awards 1994-99
from National productivity Council, G. D. Birla International Award - Outstanding
Contribution to Rural Upliftment , Sahkari Vikas Ratna Award – awarded on the
occasion of Indian Co-operative Centenary Celebration for the outstanding contributions
in the field of Dairy Co-operative movement in Asia – 2005, National Energy
Conservation Award – 2009 from Ministry of Power, Government of India.

PRODUCTION PROCESS:
Collection of Raw Milk: Raw milk is collected from different co-operatives of Gujarat.
About 12, 22,000 liters of raw milk is collected per day. Before this milk is sent to the
laboratory for testing the FAT & SNF proportion, the milk is separated from the raw milk.
The milk is taken from the chilling centers to Collection of Raw Milk Raw milk is
collected from different co-operatives of Gujarat. About 12, 22,000 liters of raw milk is
collected per day. Before this milk is sent to the laboratory for testing the FAT & SNF
proportion. Testing of raw milk : After collecting the samples of milk they are taken to
the laboratory where two types of test are conducted:
1). ELECTRONIC MILK TEST before pasteurizing the milk the samples are taken to the
laboratory. In the laboratory with the help of machine called electronic milktester,
the proportion of SNF & FAT is checked with ph proportion of SNF & FAT is checked
with phosphate osphate solution. When the color of the milk solution. When the color of
the milk becomes yellow, it is sent becomes yellow, it is sent for pasteurization. for
pasteurization.
2). METHYLINE BLUE REDUCTION TEST This test is conducted for checking for
how long the milk will remain fresh. To check this, 10 ml of milk is taken and 1 mlof

71
METHYL solution is added to it. It is then kept under water at 57 degree Celsius. After
one hour if the solution losses its color then it is called raw milk. If the solution remains
the same even after 5
hours than it is considered fresh milk, which remains constant for a long period of time
the dairy fixes the proportion of SNF & FAT. After laboratory gives green signal and
conforming the raw milk at reception dock is brought into the house connected with pump
is sent to the milk processing plant. This is then chilled below 4 degree Celsius and then
stored in the milk silos. After that milk is processed which has two steps: Pasteurizing and
Standardizing?
Pasteurizing and and standardizing To pasteurize the milk means to kill the germs in
the milk by a particular method w by a particular method which was invented b hich was
invented by a scientist called JAMES PASTE y a scientist called JAMES PASTEUR and
so UR and so the name pasteurization. In the pasteurization method the milk is first
heated at 72 degree c to 76 degree c for 15 seconds and then it is immediately cooled
below 4 degree c by this method they destroy the pathogenic bacteria present in the raw
milk. But if the right degree of temperature is not provided there are chances that milk
might contain germs. After this process some milk goes to s process some milk goes to
separator machine and eparator machine and remaining is proportio remaining is
proportionately sent for nately sent for standardization. Standardization process bifurcates
the milk in 3 categories varying according to the SNF & FAT contents. The equipment
named OSTA. Auto Standardization Adjusts the FAT directly. The computer is just
ordered whether gold or standard milk is to be rationed and the same will be received with
appropriate contents.

SEPARATION PROCESS: Separation Process Separator machine separates two kinds

of products, products, skimmed mi skimmed milk and cream, thro cream, through
channels. annels. There are There are 100 dis 100 disks fixed in separator separator
machine, which revolve at 5000 rpm (revolution per minute). It is taken to the tanks,
which has the capacity of 20000 liters. Whenever the milk is needed from the tank, it is
tested in the laboratory and the deficit proportion FAT is added by mixing cream.
72
QUALITY CHECK: Pasteurized milk is sent to the quality Assurance laboratory of the
dairy plant. Within 14 seconds the FAT & SNF proportion is received regarding 30 lack
liters of milk. The total investment put into the lab by the dairy plant is Rs. 6 crores. The
laboratory only checks and analyses the powder, milk and ghee. There is a separate ice
cream analyzing laboratory.5). Packaging Process After the milk is sent for the packaging
to the milk packing station in the dairy plant. In the milk packaging stations there are
huge pipelines and behind them there is polyfil machine from which the material to pack
milk comes out. From each of these 12 machines 100 pouches are packed in one single
minute.

STORAGE: Then the milk is sent to the cold storage of the dairy where the milk is
stored until it is dispatched. Here the milk is stored is temperature ranging from 5 degree
c to 10 degree c, it is maintained with the help of exhaust fans having silicon chips. About
40000 liters of milk is dispatched from the cold storage of the dairy plant every day. The
damaged pouches are kept asid pouches are kept aside and the milk is once ag e and the
milk is once again put to the storag ain put to the storage tank.

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PRODUCT EVOLUTION:
Amul Milk Amul has spurred the White Revolution of India, which has made India the
largest producer of milk and milk products in the world. Amul's genesis is linked to the
freedom movement in India. Sardar Vallabh bhai Patel, an eminent Indian freedom fighter
encouraged the dairy farmers from the Kaira district in Gujarat to form a cooperative to
counter the 'exploitatively' low prices offered for their milk by the monopoly milk
Supplier of the area, Polson's Dairy. The dairy farmers met in Samarkha (Kaira district,
Gujarat) on the 4th of January 1946, and decided to set up a milk producers' cooperative
that would deal directly with the Bombay government, the final buyer of their milk. This
was the origin of the Anandmodel. Initially, when the Bombay government r when the
Bombay government refused to deal efused to deal with the cooperative, th with the
cooperative, the farmers called a e farmers called a strike. The government finally
relented when Bombay went without milk for a fortnight. The successful union registered
itself as the Kaira District Cooperative Milk Producers' Union Ltd. (KCMPUL), Anand,
in Gujarat in December 1946. And so did GCMMF and brand AMUL establish
consequently. The main motto of Amul is to help farmers i.e. Milk producers. producers.
Amul system works ystem works under o under objective bjective of highest highest
possible possible compensation compensation to the milk the milk producers
an producers and lowest d lowest possible possible price to con price to consumers.
Farmer sumers. Farmer is paid is paid money in money in cash payment cash payment for
the milk. Milk gives them money for the daily necessities. Amul is the one who started
using their profits for the milk producers common good. Over the last five and a half
decades, Dairy Cooperatives in Gujarat have created an economic network that linksmore
than 3.1 million village milk producers with millions of consumers in India. These
cooperatives collect on an average 9.4 million liters of milk per day from their producer
members, more than 70% of whom are small, marginal farmers and landless labourers
and include a sizeable population of tribal folk and people belonging to the scheduled
castes. The turnover of GCMMF (AMUL) during 2012 – 13 was 97.74 billion billion
(US$1.77 billion).

74
LOGO OF THE COMPANY
Logo of AMUL is a ring of four hands, which are co-coordinated each other. The actual
meaning of this symbol is co-ordination of hand of different people by whom this union is
now at top.
FIRST HAND: Is for farmers (producers), without whom the organization would not be
existed. Farmers are the inspiration of the AMUL-taste of India.
SECOND HAND: Is for the representatives of processors by whom the raw milk
processed in to different finished products.
THIRD HAND: Is for marketers without whom the products would not been able to reach
to the customers. FOURTH HAND: Is for customers without whom the organization
could not carry on because they are the p because they are the people who consume the
peoples who consume the products.

NATURE OF THE COMPANY

The name Amul itself indicates that it is a co-operative union. There are various types of
co-operative society which are as under
1. Producers or manufactures co-operative society
2. Consumer co-operative society
3. Housing co-operative society
4. Co-operative farming
5. Co-operative credit solvency
This firm is the firm of association in which person combine together toform a society for
the purpose of manufacturing goods. Although it is democratic management of industrial
production. This is useful where large capital is neither necessary nor much technical and
expert knowledge of the management is needed. In India some of the Sugar mill and
ginning mills are running under this formation. Dairies are also adopting cooperating
format. Amul is the producer‟s co-operative society.
OBJECTIVES OF AMUL DAIRY
Every organization is set up with some objectives to fulfil. The objectives may be social,

75
 economic, national and human. Amul was also set up with some basic objectives to fulfil
including all social, economic, national and human objectives.

Following are the objectives of Amul:

Social Objectives:
Amul has an objective to supply goods with best of quality and purity at very reasonable
rates. It helped to reduce malpractices carried out by merchants and milk traders .Its
White revolution made a huge contribution to the alleviation of poverty and famine levels
from levels that were dangerously low.
National Objectives:
Amul has helped India to increase its production of milk by 40 million metric tonnes
and become the country with the most milk production all over the world.
i) To increase the foreign exchange of the country by exporting the milk products
.To produce products according to national priorities.
ii) To help improve the health and nutrition of many within the country.

Human Objectives:
i) To help the villagers associated with Amul to sell their milk products
ii) To provide good working conditions to the employees
iii) To provide growth opportunities to the backward and unprivilegedvillagers
iv) To provide job satisfaction to the employees

Economic Objectives:
i) Expansion of distribution network.
ii) Creative and Unique marketing strategies.
iii) Optimum utilization of available resources.
iv) Creation and expansion of loyal customer base. Even though the basic
objective is not to make profit, some profits are still to be made so as to
survive and expand

76
MOTHER DAIRY
Mother Dairy was commissioned in 1974 and is a wholly owned subsidiary of the
National Dairy Development Board (NDDB). It was an initiative under Operation Flood,
the world's biggest biggest dairy development development program program launched
launched to make India a milk sufficient sufficient nation. nation. Over the years, Mother
Dairy has contributed significantly in achieving this objective through a series of
innovations and programs. Today, Mother Dairy manufactures markets & sells milk and
milk products including cultured products, ice creams, paneer and ghee under the Mother
Dairy brand. The Company also has a diversified portfolio with products in edible oils,
fruits & vegetables, frozen vegetables, pulses, processed food like fruit juices, jams, etc.
to meet the daily requirements of every household. The Company over the last many
years has created a market leadership position for itself in branded milk segment in Delhi
& NCR through through a robust network network of its booth and retail channels.
channels. It has also expanded expanded its reach to other regions in North, South, East
and West with its offering of Milk and Milk products products pegging pegging it
among it among the few the few companies companies to own such a vast chan vast
channel of distr of distribution ibution in India.
Brand Mother Dairy sources a significant part of its requirement of liquid milk from dairy
cooperatives and village level farmer centric organizations. The Company is committed to
uphold institutional structures that empower milk producers and farmers through
processes that are equitable. A significant portion of its income is ploughed back into the
value chain to support and maintain the system. Safal, F&V arm of Mother Dairy was the
first Company to organize the fruits and vegetables business in India. Today Safal is the
market leader in organized fruit & vegetable retail business in Delhi NCR and operates
the largest number of F&V Stores in Delhi NCR and has significant presence in
Bangalore. Safal was also the first brand in India to launch frozen vegetable in mid 90s.
Over the years, the brand has gained significant customer support and has become a
household brand with market leadership and presence across the country.

77
Safal also has a state of the art plant in Bangalore which produces and sells around 23000
MT of aseptic fruit pulp & concentrate annually and supplies to noteworthy companies in
food processing space like Coca Cola, Pepsi, Unilever, Nestle etc. Safal also has
a prominent prominent presence presence across 40 countries viz., USA; viz., USA;
Mother Dairy is also present into edible oils segment under the brand name Dhara which
was launched under the 'Operation Golden Flow' program of NDDB as a market
intervention program to address a larger cause of the Indian farmers & consumers. Trust,
Purity and Taste are the hallmarks of Dhara cooking oil. Europe, Russia, Middle East,
Asia and Africa and exports Fresh Fruits & Vegetables (Grapes, Banana, Gherkin, Onion,
etc.), Fruit Pulp & Concentrate, Frozen Fruits & Vegetables, etc. It has been a constant
endeavour at Mother Dairy to stay connected with its stakeholders. The corporate tag line
of the latest brand campaign - Happy Food Happy People - captures the essence of what
the Company stands for. Mother Dairy is committed to bring happiness to every
individual with its range offering pure, hygienic and adulteration-free high-quality
products which has been the strength, differentiator and heritage of the brand over years.
Mother Dairy has been recognized as the 2nd best in the FMCG Industry and has also
been ranked at 39th amongst India's Top 100 Best Companies to Work, in a study by
Great Place To Work Institute in association with the Economic Times for their annual
2015 survey. The corresponding ranking in 2014 was 62nd amongst the list of Top 100.
.

78
HISTORY
Mother dairy was set up in 1974 under the operation flood programming. It is know a
wholly owned company of the National Dairy Development Board (NDDB). Mother
markets and sells dairy products under the mother dairy brand like liquid milk, dahi, ice
cream, cheese and butter. butter. It is one of the largest largest liquid plants in Asia.
Completely Completely automate automate all function function of the milk processing
milk processing area ensures area ensures high quality, reliability, quality, reliability, and
safety. safety. Mother Dairy Mother Dairy sources its sources its entire requirement of
liquid milk from dairy cooperatives. Similarly, Mother Dairy sources fruits and
vegetables from farmers/growers associations.
Mother Dairy markets approximately 2.8 million liters of milk daily in the markets of
Delhi, Mumbai, Saurashtra and Hyderabad. Mother Dairy Milk has a market share of 66%
in the branded branded sector in Delhi where it sells 2.3 million million liters of milk
daily and undertakes undertakes its marketing operations through around 14,000 retail
outlets and 845 exclusive outlets of Mother Dairy.

BRANDS AND SUSIDIARIES

The company sells milk products under the "Mother Dairy" brand. Safal is the fruit and
vegetable arm of Mother Dairy. It operates a large number of fruit and vegetable stores in
the NCR, and also has a significant presence in Bengaluru. Safal also has a plant in
Bengaluru, which produces around 23,000 MT of aseptic fruit pulp and concentrates
annually. It supplies to food processing companies such as Coca-Cola, Pepsi, Unilever,
Nestle, etc. Safal also has a presence across 40 countries viz., USA, Europe, Russia,
Middle East, Asia and Africa and exports Fresh Fruits & Vegetables (Grapes, Banana,
Gherkin, Onion, etc.), Fruit Pulp & Concentrate, Frozen Fruits & Vegetables, etc .Mother
Dairy is also present into edible oils segment under the brand name Dhara, which was
launched under the Operation Golden Flow program of NDDB.

79
VISION & MISSION
Vision - Provide quality food and beverages to consumers at affordable prices while
ensuring fair returns to the producers.

Mission - Mother Dairy‟s heritage is intrinsically linked to the cooperative movement in

India. With determination & pride we will continue to serve our farmers, rural India &
our consumers. Our values reflect who we are & what we firmly believe in.

PRODUCT EVOLUTION:
Mother Dairy
Milk In this booming period Mother Dairy is looking to take advantage of the
opportunities which are in galore available for all milk manufacturers. Mother Dairy -
Delhi was set up in 1974 under the Operation Flood Program. It is now a subsidiary
company of National Dairy Development Board (NDDB). Mother Dairy sources its entire
requirement of liquid milk from dairy cooperatives
Mother Dairy milk (bulk vended) is fortified with vitamin A with 2000 IU per litre as
social accountability. This program started with the Mother Dairy, Delhi, in February
1980. Thereafter the dairy continues this program on their own without having any
financial assistance from the government since it is felt that BVM is generally consumed
by the middle/lower middle/poor population. It is found that the dietary practices adopted
by these classes are deficient in Vitamin A. Mother Dairy sources significant part of its
requirement of liquid milk from dairy cooperatives.
Processing of milk is controlled by process automation whereby state-of-the-art
microprocessor technology is adopted to integrate and completely automate all functions
of the processing areas to ensure high product quality, reliability and safety.
Mother Dairy markets approximately 4.8 million liters of milk daily in the markets of
Delhi, Mumbai, Saurashtra and Hyderabad. They have a market share of 66% in the
branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its
marketing operations through around 14,000 retail outlets and 845 exclusive outlets.

80
MARKETING MIX OF AMUL AND MOTHER DAIRY AMUL:
Product in the marketing mix of Amul
Amul has a very strong product portfolio. Amul product portfolio is comprised mainly of
Dairy products. Amul butter, Amul cheese and Amul ice cream are cash cows for Amul
as they have the major market share in their product category. Amul ice cream is amongst
the top 10 ice cream brands of India.
Amul has a very strong product portfolio. Amul product portfolio is comprised mainly of
Dairy products. Amul butter, Amul cheese and Amul ice cream are cash cows for Amul
as they have the major market share in their product category. Amul ice cream is amongst
the top 10 ice cream brands of India.
The Amul family tree has the following brands – Amul Milk, Amul bread spreads, Amul
Cheese, Amul Milk, Amul kool and its variants, Amul pro, Amul ice cream, Amul
Paneer, Amul Dahi, Amul Ghee, Amul Milk powders, Amul Nutramul, Amul mithai
range, Amul mithai mate, Amul chocolates, Amul butter milk. Thus the product portfolio
of Amul considering its dairy origins is astounding. Amul has various competitors based
on different products. In ice cream it is Vadilal, Dinshaws and Havmor. In butter and
milk there is mother dairy, Britannia and others. However, no competitor has such a vast
dairy based product portfolio as Amul. This is the major reason that Amul has a
sustainable competitive advantage over its competitors.

Price in the marketing mix of Amul

Amul has a strategy of low cost pricing. Some may call it penetrative pricing. But
penetrative pricing strategy is used when the market has a high level of competition and a
player wants to establish itself in the market by giving low prices. However, in the case of
Amul, when Amul started, there were no national players and the dairy market was
unorganized. During the introduction stage itself, Amul had a vision to provide their
products to end customers at the best affordable rates. And the same vision is in place
even today.
Today also, you will find that Amul butter, milk and cheese are available at affordable

81
prices keeping in mind the end customers. You may call these products costly, but the
cost has nothing to do with Amul‟s strategy. Remember that transportation costs as well
as storage and distribution costs are very high in FMCG. Thus, as the cost of
transportation, storage and distribution has increased over the years, so has the cost of
Amul products gone up. But considering their value for the average India consumer, these
products are still priced at an affordable rate.

Place in the marketing mix of Amul

Amul has a massive distribution network because its ice creams, milk, butter and cheese
is found practically everywhere. As it is a FMCG product, 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.
There are two different channels through which Distribution happens in Amul. One is
the procurement channel which is responsible for collection of Milk through dairy co
operatives. The other is the distribution channel which is responsible for distributing the
finalized product to the end customers.
In the procurement channel, the milk is individually delivered from farmers to the co
operatives. The co operatives then collect all this milk and send the bulk to the
manufacturing facility. At the manufacturing facility, the milk is used to manufacture the
finalised products
In the distribution channel, there are carrying and forwarding agents, distributors, dealers
and retailers involved. There are also Amul Shoppe‟s which sell all products in the Amul
product portfolio. The distribution is as follows.

Promotions in the marketing mix of Amul

Amul is responsible for one of the most unique and longest running outdoor campaign as
well as one of the most known outdoor advertising characters – The Amul girl. We
would like to take this opportunity to specially thank Mr Eustace Fernandez, the creative

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brain behind the sweet girl. But we should know by now that the Amul girl is hardly
sweet or cute. She is known to be the naughtiest advertising girl ever. Amul hoardings

mainly feature the current news and are used to take a tongue in cheek viewpoint at
current happenings. However, each advertisement hits the nail on the head.

MOTHER DAIRY MARKETING MIX:

Product in the Marketing mix of Mother Dairy

Mother Dairy is one of the most popular and leading brands offering milk, milk-
based products as well as other food items. It operates under three divisions and brand
names Safal, Dhara, and Mother Dairy. The diversified product portfolio of Mother Dairy
which deals mainly in milk and milk products includes-
 Milk of many types
 Dahi
 Chach
 Lassi
 Flavoured Milk Bottles
 Butter
 Paneer
 Cheese
 Ghee
 Dairy Whitener
 Ice cream
 Yoghurt
Place in the Marketing mix of Mother Dairy
Mother Dairy has a Pan-India presence that has spread to every part of urban and rural
India. The company has its headquarters base at Noida in Uttar Pradesh. Mother Dairy has

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 created a powerful distribution and sales network at a national level to achieve success in
its operations. Its source of liquid milk is the farmer-based organizations at village level
and dairy cooperatives.
The company has a huge infrastructure that includes a robust network of more than fourteen
hundred retail outlets and more than one thousand booths. As Mother Dairy deals with
perishables that need refrigeration it has a production facility for every region

Price in the Marketing mix of Mother Dairy

Mother Dairy is estimated as a 1.3 billion USD company that has targeted upper middle
and middle-class section of society as its target customers. It has positioned itself as a
trusted brand that offers premium products at affordable rates.
Mother Dairy at its initial stage adopted a penetration pricing policy as it wanted to set up
its network to every nook and corner. It has kept a very reasonable price range so that
its products seem affordable to the consumers. This has happened because of its huge
distribution channel that can save easily due to lack of serious middlemen.

Promotions in the Marketing mix of Mother Dairy

Mother Dairy has adopted several smart and effective plans to market its products. It has
created some smart ad campaigns that are shown via television channels, radio,
newspapers, and magazines, sides of vehicles, billboards, and hoardings.
Its tagline is descriptive Piyo Pure. Tweet to Farmer campaign created a successful bran
image where we thanked them for offering milk. Mother Dairy has its own official
website to offer relevant information and show ad campaigns. The company is also active
via Facebook, Instagram, YouTube and Twitter to create further brand visibility.
It has created a happy workplace for its employees by listening and solving their
problems. Mother Dairy has been the recipient of numerous awards and recognition.

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MOTHER DAIRY:
STRENGTHS:
Strengths are defined as what each business does best in its gamut of operations which
can give it an upper hand over its competitors. The following are the strengths of Mother
Dairy:
Farmer support: The Company has the goodwill of the dairy and vegetable farmers in the
regions they operate in. This gives them the unending and relatively cheap supply of raw
materials.
Presence in multiple sectors: Mother Dairy deals with milk and milk products including
cultured products, ice creams, paneer and ghee under the Mother Dairy brand. Under the
label Dhara it sells edible oil and fruits & vegetables, frozen vegetables, pulses, processed
food like fruit juices, jams, etc under the label Safal. This helps the company to become
a popular name in the household of an average Indian.
High trust and goodwill: The Company has goodwill and trust in the minds of the
customer since the company has been supplying milk on a day to day basis. The
connection that the company has to the people at the grassroots level.
Satisfied customers: The Company has been deeply associated with Indians and thus have
a clear grasp of the Indian sentiments and the demands of the Indian customer in all their
product verticals.
Composition of the juice The juices have no artificial flavours and are completely rich in
vitamins and antioxidants. The Real Active which has no added sugars is also rich in fiber
and can be consumed even by diabetic patients. The brand also sells vegetable juices and
a combination of fruits and veggies.
WEAKNESS:
Weaknesses are used to refer to areas where the business or the brand needs
improvement. Some of the key weaknesses of other Dairy are:
Localisation: The market for milk is local essentially because of the perish ability of
the products. For example in Kerala there is Milma, in Karnataka there is Nandini and in
Tamil Nadu Tirumala Milk cooperative.

85
0Low per capita consumption of milk: Though India is the largest producer and consumer
of milk the per capita consumption of milk is low, and customers in addition to milk also
consume paneer, ghee, butter or curd in their day to day life. This makes it important for
dairy companies to have the presence in all these categories which are expensive for
the business.
Packaging: Most of the products that are dealt by Mother Dairy such as milk, ice creams,
vegetables etc are all perishable in nature and a lot of care and research has to be done on
the packaging that can make them last. There is also a need for use of technology in
packaging and storage.
Distribution costs: The products of Mother Dairy are perishable and thus needs freezers
and other paraphernalia for distribution. The areas covered are also minimal in terms of
expanse. This increases the cost of distribution heavily.

Opportunities:
Opportunities refer to those avenues in the environment that surrounds the business on
which it can capitalize to increase its returns. Some of the opportunities include:

High market potential for consumables in India: Most consumables have a high demand
in India and the growing population of India is creating more demand. The dairy market
alone is around 80,000 crores INR which is mammoth sized.
Favourable environment in India: The government is favourable towards agriculture and
the food processing industry has been able to receive a lot of perks as a result of this
focus.
THREATS:
Threats are those factors in the environment which can be detrimental to the growth of
the business. Some of the threats include:
Low barriers to entry: There are low or no barriers to entry in the food processing
industry and the competition is right from individual suppliers to conglomerates. This is
creating a lot of threats for Mother Dairy.

86
Competition: Some of the major competitors of Mother dairy include Amul, Brittania,
and Nestle etc.
OBJECTIVES OF THE STUDY: OBJECTIVES OF THE STUDY:
 To perform the comparative analysis between Amul Milk and Mother Dairy Milk
to understand their marketing and positioning strategy
 To study the current market position of Amul Milk and Mother Dairy Milk
 To compare the marketing mix of Amul Milk and Mother Dairy Milk
 To determine the consumer preferences of Amul and Mother dairy products with
the help of some parameters -quality, taste, price, packing style etc.
 To identify various factors this motivates people to use Mother & Amul
dairy products.

 consumers preferring different flavours

amul mother dairy

30 30

vanilla chocolate strawberry butterscotch other

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  PRICE RANGE OF PREFERRED BY THE CONSUMERS

PRICE RANGE OF PREFERRED

BY THE
CONSUMERS
RS.6

0 RS.46 -

RS.55

RS.26 -

RS.45

RS.16 -
mother dairy amul
RS.25

< RS.15

 SATISFACTIONS
0 10 20 30
LEVEL 40 50 60
OF RESPONDENTS

SATISFACTIONS
LEVEL OF
RESPONDENTS

50
45
40
35
30
25
20
15
10
5
0
HIGHL SATISFIED NEUTRAL DISSATISFIED HIGHLY
Y DISSATISFIED
SATISFI
ED amul mother dairy

88
 CHAPTER:6.2

PROFILE OF PARAG DAIRY

Parag Dairy – Delhi was set up in 1974 under the Operation Flood Programme. It is now a
wholly owned company of the National
Dairy Development Board (NDDB).
Parag Dairy markets & sells dairy
products under the Parag Dairy brand
(like Liquid Milk, Dahi, Ice creams,
Cheese and Butter), Dhara range of
edible oils and the Safal range of fresh
fruits & vegetables, frozen vegetables
and fruit juices at a national level through its sales and distribution networks for marketing
food items.
Parag Dairy sources significant part of its requirement of liquid milk from dairy cooperatives.
Similarly, Parag Dairy sources fruits and vegetables from farmers / growers associations.
Parag Dairy also contributes to the cause of oilseeds grower cooperatives that manufacture/
pack the Dhara range of edible oils by undertaking to nationally market all Dhara products. It
is Parag Dairy‟s constant endeavor to
(a) Ensure that milk producers and farmers regularly and continually receive market prices
by offering quality milk, milk products and other food products to consumers at
competitive prices and;
(b) Uphold institutional structures that empower milk producers and farmers through
processes that are equitable.
At Parag Dairy, processing of milk is controlled by process automation whereby state-of-the-
art microprocessor technology is adopted to integrate and completely automate all functions
of the milk processing areas to ensure high product quality/ reliability and safety. Parag Dairy
is an IS/ ISO-9002, IS-15000 HACCP and IS-14001 EMS certified organization.

89
Parag Dairy markets approximately 2.8 million liters of milk daily in the markets of Delhi,
Mumbai, Saurashtra and Hyderabad. Parag Dairy Milk has a market share of 66% in the
branded sector in Delhi where it sells 2.3 million liters of milk daily and undertakes its
marketing operations through around 14,000 retail outlets and 845 exclusive outlets of Parag
Dairy.
The company‟s derives significant competitive advantage from its unique distribution
network of bulk vending booths, retail outlets and mobile units. Parag Dairy ice creams
launched in the year 1995 have shown continuous growth over the years and today boasts of
approximately 62% market share in Delhi and NCR. Parag Dairy also manufactures and
markets a wide range of dairy products that include Butter, Dahi, Ghee, Cheese, UHT Milk,
Lassi & Flavored Milk and most of these products are available across the country.
The company markets an array of fresh and frozen fruit and vegetable products under the
brand name SAFAL through a chain of 400+ own Fruit and Vegetable shops and more than
20,000 retail outlets in various parts of the country. Fresh produce from the producers is
handled at the Company‟s modern distribution facility in Delhi with annual capacity of
200,000 MT. An IQF facility with capacity of around 75 MT per day is also operational in
Delhi. A state-of-the-art fruit processing plant of fruit handling capacity of 120 MT per day, a
100 percent EOU, setup in 1996 at Mumbai supplies quality products in the international
market.
With increasing demand another state-of-the-art fruit processing plant has been set up at
Bangalore with fruit handling capacity of around 250 MT per day. Parag Dairy has also been
marketing the Dhara range of edible oils for the last few years. Today it is a leading brand of
edible oils and is available across the country in over 2, 00,000 outlets. The brand is currently
available in the following variants: Refined Vegetable Oil, Refined Soybean Oil, Refined
Sunflower Oil, Refined Rice Bran Oil, Kachi Ghani Mustard Oil and Filtered Groundnut Oil.
Parag Dairy has also launched extra virgin Olive Oil under the Daroliva brand.
Parag Dairy has over the last 3 decades, harnessed the power of farmer cooperatives to deliver
a range of delicious products and bring a smile on your face. In times to come, Parag Dairy
shall strive to remain one of India‟s finest food companies.

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 Consumer Perception towards Amul & Parag Dairy Products

Export Potential

India has the potential to become one of the leading players in milk and milk product exports.
Location advantage: India is located amidst major milk deficit countries in Asia and Africa.
Major importers of milk and milk products are Bangladesh, China, Hong Kong, Singapore,
Thailand, Malaysia, Philippines, Japan, UAE, Oman and other gulf countries, all located close
to India.
Low Cost of Production : Milk production is scale insensitive and labour intensive. Due to
low labour cost, cost of production of milk is significantly lower in India
Concerns in export competitiveness are Quality: Significant investment has to be made in
milk procurement, equipments, chilling and refrigeration facilities. Also, training has to be
imparted to improve the quality to bring it up to international standards.
Productivity: To have an exportable surplus in the long-term and also to maintain cost
competitiveness, it is imperative to improve productivity of Indian cattle. There is a vast
market for the export of traditional milk products such as ghee, paneer, shrikhand, rasgolas
and other ethnic sweets to the large number of Indians scattered all over the world.
OBJECTIVE OF THE STUDY

Amul & Parag Dairy is the market leader of dairy based food products in Agra City. Amul is
the major competitors in the market against Parag Dairy. It is important to get an idea
regarding Amul‟s & Parag Dairy position in Agra City. It would not help Amul to capitalize
on existing potential but also to formulate strategies and to fill the look holes and gaps to
fight the competitive situation The Objective also contains:
o To determine the market share of Amul & Parag dairy based product.
o To determine the consumer preferences of Amul & Parag dairy product
with the help of some parameters -quality, taste, price, packing style.
o To compare the dairy product of Amul and Parag dairy on the basis of above
parameters.

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 Data Interpretation & Graphical analysis

I. Which company's dairy product you use?

Which company's dairy

product you use

30%

55%

15%

AMUL PARAG
OTHERS

Interpretation:
55 percent consumers use Amul & 30 per cent used others and last 15 percent consumer
used Parag dairy products.

II. Are you satisfied with your product?

Are you satisfied with

yourproduct?

20
%

YE
80 S
% NO

92
 Interpretation:
80% Consumer satisfied with their products and 20 % consumer not satisfied their
products.

III. Why are you inclined to your product?

AMUL PARAG

80%
68% 70%
60%

40%
32% 30%
20%

Quality Brand Price

Tastes

Interpretation:
Amul Quality inclined to products by consumer 60%, Parag satisfied 40%. Brand
preferred by consumer e.g. 68% Amul and 32% Parag. Price satisfaction with
consumer 70% Amul and 30% Parag.

IV. In dairy products, which company product demand is higher?

. In dairy products, which

company
product demand is higher?
OTHER AMUL
S AMU
30% L PARA
PARA 50% G
G
OTHE
20%
RS

93
 Interpretation:
50per cent consumers demand for Amul dairy products & 30 per cent consumer
preferred others branded products and last 20 percent consumer preferred Parag
dairy products.

V. Which product of Amul is preferred by customers?

Which product of Amul is

preferred by customers?
60%
50%
40%
30%
20%
10%
0%
Ghee Milk Butter

Cheese AMUL PARAG

OTHERS

Interpretation:

All consumers Preferred with their product and some consumer change product Taste
by consumer Amul 80% and no20% and Parag with Preferred 45% and not Preferred 45%.
Price by consumer Amul 30% and no70% and Parag with Preferred 40% and not Preferred
60%. Packing by consumer Amul 25% and no75% and Parag with Preferred 75% and not
Preferred 25%. Quality wise Amul 15% and no 85% and Parag with Preferred 60% and not
Preferred 40%.

RESEARCH METHODOLOGY
Methodology for a study like this is the most important part .The method of study operate by
me is totally is to increase $ to gather the more information regarding this project.
The major emphasis in such studies is on the discovery of the ideas fruitful relevant
information. As such the research design appropriate for such studies must be flexible enough

94
 to provide opportunity for considering different aspect of a problem under study.
I collected the information regarding this project through –

I. PRIMARY DATA
II. SECONDARY DATA

Primary data is collected by the customers and Parag retailers.

Secondary data is collected by retailer & personal interview.
Since our research is descriptive type, so research design is also descriptive.

LIMITATIONS OF THE STUDY

This survey although carried out with fullest possible efforts and devotion, the limitation of
the time, resources available and limited area chose may lead to limited representation of the
universe. The major limitations from which the study suffers are as follows.
Time Constraint:-
Time factor has been a very big limitation in the research/survey like this. The retailers have
limited time so they sometimes refuse to answer the questionnaire, also me as a surveyor has
less time to conduct the survey. So the size of the sample was restricted to Agra.
Biasness in Information:-
It was felt that retailers did not come up with true responses, in several cases the retailers
answered the questions with the help of other members and it was mostly in case of less
educated persons.
Financial Constraint:-
The financial aspect, which includes the traveling cost, cost of administrating questionnaire
and collection of data through other resources was also costly
Constraint regarding the use of technique:-
The deeper statistical techniques such as analysis using variance, multiple regressions etc.,
could not be adopted due to the constraint of time and efforts. So, simple statistical techniques
were used to analyze the data.

95
 CHAPTER:7

QUESTIONNAIRE

96
01. How Amul is using the power of Marketing?

02. What is the target market of Amul?

03. What is Amul's pricing strategy?

04. Why Amul is a Successful Brand?

05. Why was Amul girl created?

06. What is the market share of Amul?

07. What is the Amul's Marketing Plan?

08. Which of the Amul products do you consume?

10. What is the off take of the product you use?

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11. Number of consumer buying Amul products due to price, brand name, taste, purity and
quality?

12. Consumer percentage about Amul products then the other brands are liable at the same
quality they switch over?

13. Number of consumers which !ant more number of Amul booths to be set up your
locality?

14. Number of con r of consumers perception price of AM23 products?

15. Number of Consumers perception that Amul products are Worth the paid by them?

98
 CHAPTER:8

CONCLUSION

99
CONCLUSION

Amul, the market leader in the Indian milk industry, had pioneered several progressive
initiatives and stayed current through continuous product development and knowledge of
consumer trends. No company in India had yet tapped into the camel milk market, and this
could give Amul a head start in an unexplored segment. The company needed to assess its
capabilities and competitors in India‟s booming dairy products market, where a growing
economy and increasing health awareness were pushing Indian consumers to look at healthier
nutritional options. Should Amul enter the promising camel milk segment to take advantage
of the evolving preferences of Indian consumers and the current industry and global trends?
Knowing that Indian consumers were as yet unaware of camel milk as a market product,
should Amul introduce the product exclusively for autistic and diabetic patients, or should the
company promote camel milk as a healthy variant for fitness- and health-conscious customers
in general? How would Amul leverage its substantial brand presence to overcome the
challenges faced in the launch and distribution of camel milk?
Amul has been ranked No. 1 brand by Campaign Magazine in its list of Top 1000 brands of
Asia. From struggling with the exploitation of middlemen to being every Indian household‟s
mandatory product, Amul has come a long way.
By creating amazing strategies that could touch every Indian‟s heart, Amul made its way
towards success. Subtle placements of „„Amul Girl‟ with current affairs and then posting the
same on every social media platform, Amul was able to create its strong presence in the minds
of the customers.
It has been gathering the attention of a lot of customers with the help of digital marketing and
has adapted consumer-friendly strategies. Considering this current global pandemic situation,
we all should act realistic and choose the online mode to market our product.
At the end, it has been concluded that Amul stands profitable at same time
competitive due to three strong practices namely Branding, matching supply and
demand and professional management. 125, NOIDA. namely Branding, matching
supply and demand and professional management.

100
 Reference

 www.google.com
 www.wikipediya.com
 www.amul.coop
 www.mpcdf.com
 www.amul.com
 www.amul.com/organization.html


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