Introduction

 Formed in 1946, is a diary cooperative movement in India.

 A brand name managed by Gujarat Cooperative milk marketing
federation(GCMMF).
 Jointly owned by 2.6 million milk producers in Gujarat.
 Spurred the white revolution of India, which has made India the largest producer of
milk and milk product in the world.
The brand name Amul, sourced from the Sanskrit word Amoolya, means priceless.
 Every day Amul collects 8.4 million litres of milk from 2.79 million farmers,
converts the milk into branded, packaged products, and delivers goods to over
5,00,000 retail outlets across the country.
Its supply chain is one of the most complicated in the world.
Amul follows a unique business model.
Marketing Strategies
 Brand : Having a top of the mind positioning, excellent supply chain channels, Amazing
product line, and the low pricing strategy have all helped the brand grow.

 Product portfolio : Amul has a diversified product portfolio and has been able to cater
to the needs of all the segments from kids to old alike. The list of products are Amul milk,
Amul taaza, Amul butter, Amul cheese, Amul beverages , Ice-creams etc.

 Innovation: Amul has always been known for coming up with new innovative products
for different customer segments. The three-tiered Amul Model helped the cooperative to
change from its traditional methods to more efficiently functioning one.

 Pricing Strategy: Amul always catered to the needs of all economic segments without
any compromise on their product quality.  Amul provides quality products at a fair and
affordable price in comparison to its competitors, 
 Efficient supply chain management

 Advertisement campaign

Distribution strategy:

 Like any FMCG company, 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 bulk. This C&F then transfers the products to distributors who in
turn give it to retailers. Furthermore, Amul has a direct sale team too which sells to
modern retail. Besides this, the company has exclusive Amul stores which sell all
products of Amul brand. Thus, in the marketing strategy of Amul, distribution is
another strength of the brand.
Reasons behind success
 Low cost strategy
 Diverse product mix
 Strong distribution network
 Robust supply chain
 Technology and e-initiatives
 The brand value of Amul (Quality, value for money, availability and service)
Thank you