Marketing Strategy Of Amul – Most of us first encountered Amul when the catchy song “Amul Doodh Peetha Hai India” was on TV. Even though many of us are young, ever since we grew up, whenever we experience a variation or the same melody, a chaotic memory always forms.
Anand Milk Union Limited. Also known as Amul, it is a well-known brand that has been a household name in India for decades. Founded in 1946, Amul is a cooperative that successfully markets many dairy products across the country. From milk to burgers to ice cream, Amul has a wide product portfolio that caters to the diverse tastes and preferences of its customers. Amul remains the market leader in dairy products. Great, isn’t it?
Marketing Strategy Of Amul
Some brands have been successful for a long time, but few can touch our hearts, and Amul is one such brand that has truly touched our hearts and attracted its long-term success.
Success Story Of Amul
The answer is the quality of Amul products, their innovation and undoubtedly innovative marketing strategies that have helped the brand establish a strong presence in the market. Amul’s advertising, which is often humorous and engaging, has garnered a lot of attention from consumers and helped the brand build a loyal customer base.
As the lockdown caused by Covid-19 disrupted many businesses, disrupting their marketing strategy, sales and revenue, Amul was able to earn Rs 53,000. In addition, the brand has successfully added 60 new products to its inventory and donated Rs 800 crore to rural farmers. Amul is targeting a price of Rs.60,000 in 2022 and aims to achieve sales of Rs.1,000 by 2025.
In this blog, we take a closer look at the marketing strategies that have helped Amul become the most successful dairy brand in India. We will examine Amul’s brand history, advertising strategy, diversified marketing, STP analysis, pricing strategies and more. Whether you are a marketer or just curious about the strategy behind Amul’s success, this blog will give you a comprehensive overview of Amul’s marketing journey.
Amul, also known as the Gujarat Cooperative Milk Market Federation (GCMMF), is a dairy cooperative founded in 1946 in Gujarat, India.
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The cooperative is led by social activist and freedom fighter Sardar Vallabhbhai Patel, who believes the cooperative can help farmers achieve affordable milk prices and improve their livelihoods. The cooperative started with just two village societies and 250 liters of milk per day. The cooperative was established to provide farmers with affordable prices for their milk and to promote the production and consumption of milk and dairy products in India.
Today, Amul is one of the most successful dairy brands in India with sales in excess of $7 billion and a presence in over 60 countries. Cooperatives have played an important role in improving farmers’ livelihoods, helping them achieve affordable milk prices and improving their living standards.
The first aspect of Amul’s marketing strategy is branding. What led to Amul’s success was undoubtedly its branding strategy. We are all familiar with the Amul brand – “Taste of India”, which reflects the brand’s commitment to providing consumers with authentic and delicious dairy products. The label banned the perception that bread and butter was the sole mainstay of British breakfasts and attracted nationalism.
Another key aspect of Amul’s branding is the never-before-seen woman in a gray dress, blue hair and an orange face are trademarks of the company. Amul Girl can often be seen in cartoons holding a pack of Amul butter and commenting on current events, sports and social issues in a humorous and humorous manner. Amul Girl not only helps the brand connect more deeply with consumers, but also becomes a symbol of India’s vibrant and diverse culture.
India’s Most Famous Ad Campaign: How The ‘amul Butter Girl’ Has Been Churning Up Debate For 50 Years
Amul markets all of its products under a single name, helping the brand increase its market value and advertising by approximately 1% of sales.
Amul uses an umbrella marketing strategy. With the Amul Girl campaign and her ongoing content marketing efforts, her marketing strategy is always on the mark.
The second aspect of Amul’s marketing strategy is the product portfolio. Amul’s product portfolio includes a wide range of dairy products including burgers, milk, ice cream, yogurt and more. A variety of Amul products cater to different age groups, lifestyles and dietary preferences. For example, Amul’s low-sugar, low-fat ice cream products are aimed at health-conscious consumers, while its dairy products are aimed at children and teenagers.
While brands like London Diary, Baskin Robbins etc. dominate the local market (ice cream) where they serve high-end customers, Amul has secured its position in the overall milk market. However, their main target group is the middle class and the economy. The simple reason for customer loyalty is the product price, which will be discussed next.
Amul’s Top Marketing Strategies: An Ultimate Guide
The third aspect of Amul’s marketing strategy is the price of its products. It’s one of Amul’s best promotional strategies. It has opted for a low price strategy for its regular products. Amul’s pricing strategy has made it affordable for its target audience. Increasing the price of goods in proportion to the increase in viewer revenue has helped them maintain their customer base. Competitive pricing strategies such as single offers are used for products that face strong competition.
One such product is ice cream. Being a cooperative, Amul aims to deliver the best value for producers and consumers, unlike some for-profit companies. But as an FMCG company, it’s certainly about the production, storage and distribution of well-designed, expensive networks. But Amul sells goods at reasonable prices. How do you do that?
This transparency model has resulted in maximum profits for suppliers – farmers. When prices go up, so does their income. Cooperatives are one big family. Surplus products are sent to areas of high demand and vice versa. So this is Amul’s distribution strategy. All the above factors are 75%. Without 25%, 75% is as good as zero. So what is 25%?
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Marketing Strategy Of Amul
We’ve reached the final aspect of Amul’s marketing strategy, which accounts for 25% of Amul’s advertising strategy. Without advertising, the target group cannot find out about the existence of the product. Amul is (and still is) in the Guinness Book of World Records for the longest-running advertising campaign of all time. The butterfly girl is thirty-nine years old, although unlikely! The highest attitude of mind is reached by Amul, meaning that Amul is considered first when it comes to milk. The butterfly girl appeared in a fun buttery and current affairs representation suit!
Amul also comes with many labels like ‘Amul Doodh Peetha Hai India’, ‘Har Ghar Amul Ghar’, ‘Pehla Pyaar Amul Pyaar’ etc. in his short promotional video. Each ad is guaranteed to make you laugh, delight in their ingenuity, warm your heart, or make your bones laugh.
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Amul’s famous mascot – “Amul Girl” is an animated cartoon of a young Indian girl in a polka dot dress with blue hair and a half ponytail. Amul Girl’s first ad features Amul – Amul Butter
Amul: Way Ahead In Moment Marketing
An interesting story behind it – the Amul girl was created in response to the brand being a rival to Amul’s butter girl. Amul’s distribution strategy was developed in 1967 when ASP (Advertising, Sales and Advertising) acquired a portfolio of brands from former agency FCB Ulka. The Amul Girl has been the face of Amul since 1966 and is considered the longest-running ad campaign.
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Although Amul isn’t as heavily featured in television advertising as it once was, Amul’s digital marketing strategy has played a key role in expanding its reach and engagement with consumers.
