Name:- Dev Soni

Niyati Bhakta
Vincy Gondaliya

Class: Bcom (2018-21)

Module: Intro. To Marketing

Fundamentals

Topic: Redesigning Marketing Mix of

Amul

Auro University Mentor: Monika Suri

 About Amul:-
Formed in the year 1948, Amul is a brand not only well known
in India but is also gaining popularity in overseas markets.
Mainly dealing with dairy and dairy products, Amul name is
synonymous with trust and quality with presence in more than
60 countries.

Founder: Vergheses Kurien and

Tribhuvandas Kishibhai Patel
 Vision and Mission

Vision : Liberate our farmers from economic oppression and lead them to
prosperity.
•Mission :Our Mission is to manufacture world class products of outstanding
qualities, providing related services and solutions to our client while utilizing
latest technologies, highest business standard, work ethics Corporate
Governance so we can make every customer SMILE.
Distribution Structure
Marketing Mix
Marketing Mix for Amul
Improving Marketing Mix of Amul
Product

AMUL as a brand is already successful and is trusted with its quality. It has the advantage of trust over its
competitors in India, the 2nd largest market of the world. It can use this to its advantage in following ways:-

R&D in product line extension which has yet been untouched by it and has great potential. Eg:-

Health conscious products for millennials (Protein shakes, powder,etc)

Breads- A relatively easy product to manufacture given its already established

infrastructure.

Coffee/Tea:- Strong network and trust with farmers will help it get the raw materials.
Price

Amul has a very competitive price structure accompanied with no compromise in quality policy which gives
it an edge above other competitors.

With increasing competition from MNCs, AMUL has been struggling to keep margins high and as it targets
every type of customer.

A major policy of AMUL is giving away maximum profits back to farmers, more than 50% as per a
representative. If it retains a higher amount, it can have more resources for expansion and growth with the
same prices. Also its CSR activities costs it a lot.
Place

AMUL already caters to whole of India along with 60 more countries, mostly GCC and SEA. It can expand into
parts of Africa, America and Europe which is yet to be explored. It can be noted that it doesn't have to
follow the same value principle in other parts of world as in India and go for premium products.

Also, its Gujarat model is yet to be diversified into many parts of India.

However its supply chain is very complex and very costly compared to other MNCs. Also it struggles at time
of low milk supply in summer to make various products as its priority is Milk First to the general public.

It can bring improvements in its infrastructure that can reduce its transportation and maintenance costs.

It should partner with restaurants and cafes to expand its reach

Promotion

AMUL has a very successful campaign that focuses on billboards that connect everyday matter with the
mascot girl.

However India is the largest country of youth and with the mascot character being decades old, AMUL
needs to redesign its promotional strategy to appeal to the youth.

Also it needs to tap into the local language of the regions and accordingly make promotions.

It should focus on promoting its lesser known products like chocolates,which despite being a very good
product received negligible promotion and suffers from low market share and growth.
Corporate Social Responsibilities
Amul Darshan
Bulk Milk
chillers for
villages

Animal Nutrition Group

programme village
discussions
References

1. www.amul.com
2. www.economictimes.indiatimes.com
3. www.scribd.com
4. www.youtube.com
Thank You