Case Study on Amul : Marketing Success

and Winning the Indian Market 

 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 suggests 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 customers ever since its foundation.
 Thus, this also makes us wonder about what they are doing to stay relevant in this
increasingly competitive and digitized world.
 In this case study, we will go through Amul’s online marketing strategies and campaigns
implemented by them over the years which have 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.
 About Amul
• Anand Milk Union Limited, popularly known as Amul is a cooperative
society based in Anand, Gujarat in India.
• The company was started with the motive of providing welfare to the
farmers and in the process, it went on to establish itself as one of the
most successful brands in India.
• Amul was established in 1946 not merely as a brand but a movement too.
A movement that gave the farmers of Gujarat the courage to Dream,
Hope, and Live. It was founded with the purpose to stop the exploitation
done by the middlemen “Pestonjee Edulji” who marketed Polson butter.
• Dr Verghese Kurein, who is known as the “Milkman of India”, was
responsible for turning India from a milk deficient country to the largest
producer of milk in the world today in which Amul has played a key role.
• He left his government job and decided to join Tribhuvandas Patel and
Morarji Desai who were trying to unite the farmers and form a cooperative
movement against exploitation.
• They hence started the Milk Cooperative movement “Kaira District
Cooperative Milk Producers Union Ltd”, which was later renamed “Amul”.
• Currently, Amul is still a cooperative run under the guidance of RS Sodhi,
who is the Managing Director (MD) of the company. It is supervised by
Gujarat Cooperative Milk Marketing Federation Limited (GCMMF).
• The company operates in the FMCG sector and has rich expertise in the
dairy segment of the industry.
• It has earned a lot of respect and recognition across the world by making
its presence in the global dairy trade.
• Now that you know about Amul as a company, let us now understand
Amul’s business model popularly known as “The Amul Model”. JOIN FREE
MASTERCLASS
• It has earned a lot of respect and recognition across the world by
making its presence in the global dairy trade.
• Now that you know about Amul as a company, let us now
understand Amul’s business model popularly known as “The Amul
Model”.
The Amul Model
This model aims to provide ‘value for money to the customers
and protect the interests of farmers simultaneously’.
The Amul Model is a three-tiered structure that is implemented
in its dairy production:
Amul acts as a direct link between milk producers and consumers
that removes the middlemen which help them offer products at
affordable prices.
• Farmers (milk producers) control procurement, processing, and
marketing.
• Run by Professional Management
• With this model, Amul has made a significant impact in the market
along with taking care of the farmers and also providing value for
money services to its customers.
• Let us now understand Amul’s target audience in the next section.
Amul’s Target Audience
• Amul has targeted the mass market of India with no premium
offerings and works on providing the best quality products at
affordable prices.
• So Amul formulates its pricing policy on the low-cost price strategy
which has attracted a lot of customers in the past and it continues to
do so.
• Now let us understand Amul’s target audience based on customer-
wise targeting and industry-wise targeting. Their strategy divides the
target audience on the following two bases:
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

As the table showcases how Amul has its product range targeted towards a diversified customer
base.
Industry-Based Target Audience
• Amul has segmented Milk for various industries such as ice-cream
manufacturers, restaurants, coffee shops, and many similar industries.
• Further, it has segmented Butter, Ghee, and Cheese for bakeries,
pizza, snack retailers, confectionaries, and many more.
• The target audience study tells us that Amul has a strong presence in
both business-to-business (B2B) and Business-to-Customers (B2C).
• This is how Amul’s target audience is served, given that it has a decent
concentration in both B2B and B2C segments. Let us understand the
marketing strategies and campaigns implemented by them to market
themselves in the next section of this case study.
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 Amulʼs rival brand
Polsonʼs butter-girl back in 1967. It has made a world record for the
longest run ad campaign that ever happened on planet earth.

Amul Butter Girlʼs first-ever ad copy released in 1967

Here are some of the best advertisements of Amul Butter Girl

Amulʼs mascot strategy has worked out very well offline but lets us now check how is it
working on the digital fronts
• 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 letʼs have a look at its social media presence from the
below table.

Social Media Overview

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