The Amul marketing mix has combined all the elements of marketing strategies to create a comprehensive framework that can easily influence consumers in purchasing Amul products. The Amul brand has become a household name thanks to the Amul business model and the marketing strategy of Amul which has managed to create a successful bridge between the company and the Amul Shoppers.
Amul’s marketing mix puts the focus on moment marketing strategy, product innovation, Amul product portfolio, Amul distribution strategy, pricing strategy, umbrella marketing strategy, Amul digital marketing strategy and famous Amul girl campaigns to create brand awareness in the market.
Quality Amul products like Amul Dairy Milk, Amul Paneer, Amul Cheese Spread, Amul Gold Milk, Amul Butter, Amul Dahi, Amul Chocolates, Amul Milk Powder and Amul Ice Cream are an integral part of Amul portfolio through which Amul managed to create waves in the dairy industry.
Table of Contents
Introduction of Amul
- Origin Country: India
- Founder: Tribhuvandas Patel
- Owner: Gujarat Cooperative Milk Marketing Federation, Ministry of Cooperation and Government of Gujarat
- Founded: 1946
- Headquarters: Anand, Gujarat, India
- Employees in 2023: 1,000 (marketing team), 3.6 million (dairy farmers)
- Annual Revenue in 2023: 6.5 billion USD (INR 52,000 crores)
- Sales Turnover: 610 billion INR
- Brand Valuation in 2023: 3.255 billion USD
Amul or Anand Milk Union Limited is the largest dairy co-operative and the largest milk product producer in India and one of the leading dairy processors in the worldwide dairy industry.
The Amul cooperative Society is owned and managed by Gujarat Cooperative Milk Marketing Federation Limited, the Government of Gujarat and the Department of Cooperation and controlled by milk producers within the city.
Product portfolio Amul includes Amul dairy products like Amul Paneer, Amul Cheese, Amul Dahi, Amul Dairy Milk, Amul Ice Cream, and Amul Butter etc.
The Inception Story- Amul
The inception story Amul is a life-learning lesson against injustice because it was the exploitation of small dairy farmers that led to the formation of Anand Milk Union Limited. Amul managed to unite the farmers in every village so that they could become a part of the union and work for it.
Amul launched the Skim Milk powder made from buffalo milk and this technological breakthrough is considered a revolutionary step in the Indian industry. The GCMFF is the largest marketing company of food products in India that has created a highly successful economic network that connects dairy milk products with consumers all over India and some overseas markets.
The White Revolution in India is a credit to Amul’s strategy that has helped the company to become one of the largest dairy cooperatives in the world.
Target Audience: Marketing Mix of Amul
The Amul business model is B2C where it targets both kids and adults irrespective of geographic location be it urban cities or rural areas. The Amul product portfolio has spread its reach far and wide because of Amul’s marketing mix strategy and famous Amul girl campaigns.
The Amul brand is considered an affordable dairy brand in the packaged milk product segment with quality dairy products. Amul marketed products for the middle and economic class although it also caters to high-end customers with some of its product offerings.
Amul targets kids with Amul milk powder, Amul Kool Drinks, Amul Chocolates, Amul Butter, Amul Milk, Amul Paneer, Amul Cheese Spread, Amul Ice Cream, Amul Dahi and Amul Pizza Cheese, Amul Ice Creams
Amul manages to target industries like food chains, restaurants, ice cream manufacturers, coffee and tea shops, street vendors, bakeries and confectionaries, snack shops and food chains along with Indian households with dairy products like Amul Milk, Amul Gold Milk, Amul Paneer, Amul Milk Powders, Amul Butter, Amul Pizza Cheese and Amul Dahi.
With customer-based and industry-based segmentation Amul’s marketing strategy has shown that it has at least one or more products for everyone. The Amul brand has now positioned itself very strongly in the consumer market and dairy industry as the first and often the only choice when it comes to dairy products.
Amul Marketing Strategy & Amul’s Marketing Mix (4Ps)
Amul marketing strategy and Amul’s marketing mix (4Ps) have established the Amul brand in the dairy market as one of the best companies in the packaged milk product segment. Amul manages Amul’s strategy to impress Amul shoppers, maintain the existing customer base and attract potential customers to various Amul products.
The Amul marketing mix has aligned all its elements with marketing strategies to maintain its hold in the dairy industry. Amul focuses on the moment marketing strategy, Amul product portfolio, Amul girl, distribution channel, pricing strategy and digital marketing strategy to maintain a viable relationship with customers and gain a competitive advantage in the dairy market.
Product Strategy: Marketing Mix of Amul
The product strategy in the marketing mix of Amul is about a vast product portfolio, Amul products and product innovation. Most Indians are familiar with the catchy tunes of Amul campaigns which signified quality products from the brand.
Amul managed to become the market leader in the dairy segment thanks to the vast Amul portfolio. The marketing mix of Amul advocates the use of the umbrella marketing strategy and Amul girl advertising campaigns to create a niche place for the brand amongst the customers. Amul product portfolio caters to a very large audience in every nook and corner of India.
Products in the Marketing Mix of Amul
Amul is the biggest dairy processor in India with diversified and vast product offerings. The marketing mix of Amul puts the focus on the taste, quality and affordability of Amul products which is unbeaten in the Indian market. This is why the company is growing by leaps and bounds and achieving new landmarks day by day.
The product offerings in the marketing strategy of Amul include
Amul Bread Spreads
- AMUL BUTTER
- AMUL LITE BUTTER
- DELICIOUS TABLE MARGARINE
Amul Beverage / Amul Milk Drinks
- AMUL KOOL DRINKS – AMUL KOOL MILKSHAKE
- AMUL KOOL CAFÉ
- AMUL MASTI SPICED BUTTERMILK
Amul Milk Powders Range
- AMUL SPAY INFANT MILK FOOD
- AMUL INSTANT FULL CREAM MILK POWDER
- SAGAR TEA COFFEE WHITENER
Amul Milk Ranges
- AMUL GOLD MILK
- AMUL FRESH MILK
- AMUL FRESH CREAM
Amul Cheese Range
The marketing mix of Amul includes a variety of cheese ranges that can be eaten with sandwiches, nans, roti, paratha and bread.
- AMUL EMMENTAL CHEESE
- AMUL PIZZA MOZZARELLA CHEESE
- GOUDA CHEESE
Amul Cooking Range
The marketing mix of Amul in the cooking range segment includes
- AMUL PURE GHEE
- AMUL YELLOW COW GHEE
- AMUL COOKING BUTTER
Amul Dahi Range
- AMUL FLAAVYO FROZEN YOGHURT
- AMUL MASTI DAHI
- AMUL PROBIOTIC DAHI
Amul Mithai / Desserts Range
- AMUL SRIKHAND
- AMUL MITHAEE GULAB JAMOON
- AMUL BASUNDI
Amul Health Drink
- AMUL SHAKTI WHITE MILK FOOD
- AMUL FUNDOO MILK CHOCOLATE
- AMUL FRUIT N NUT CHOCOLATE
Amul Ice Cream
- AMUL ICE CREAM NATURE’S TREAT
- AMUL ICE CREAM CASSATTA
New Amul Products
- AMUL BHAJI PAV
- AMUL BUN
- AMUL CHOCOLATE COOKIES
Place in the Amul Marketing Strategy
The state-owned Amul cooperative Society is managed by GCMMF and controlled by milk unions from 13 districts and 3.6 million milk producers spread across 13,000 villages in Gujarat. Amul operates with help of two divisions Banas Dairy and Dudhsagar Dairy and has spared its operations and product portfolio to every part of India as well as several overseas markets.
The marketing mix of Amul puts focus on distribution strategies and distribution channel so that all Amul products reach the end consumers easily.
The procurement and distribution strategy network include
Raw Materials/Milk >> Amul Manufacturing Unit >> Finished Products
Amul acquisition strategy includes buying raw materials or milk directly from villagers and dairy cooperatives and sending it to the Amul manufacturing unit.
Amul Manufacturing Plant >> Carrying & Forwarding Agents >> Distributors >> Dealers >> Retailer >> End Customer
Amul’s Distribution strategy includes transferring the finished Amul products from the Amul manufacturing plant to the distributors, dealers and retailers with help of carrying and forwarding agents so that they can reach the end customers through retail outlets.
Placement and Distribution Strategy: Amul’s Marketing Mix
The marketing mix of Amul ensures that the distribution strategies, supply chain and distribution channel adopted by the company are up to the mark so that its place and distribution network can operate efficiently without any disruptions. With nearly 5 lakh retailers Amul has been able to create an organized supply chain that ensures an uninterrupted supply of Amul products.
The supply chain and distribution channel in the marketing strategy of Amul include
Exclusive Amul Shops
Amul sells its products through exclusive Amul shops which keep most of the products in stock. These shops are available in local areas so that the customers can buy them easily.
Local Retail Shops
Products are also available in local retail shops and corner shops that keep products from other brands also.
It is easy to buy products from various online apps that sell FMCG products directly to customers.
Amul’s Pricing Strategy: Amul Marketing Mix
Amul caters to the middle and economic class of society and hence has adopted a pricing strategy for which the customers are willing. Amul started its journey when there were no other national players in the field as an affordable dairy brands. Even after so many years, it has maintained its pricing strategy and position in the Indian market.
The low and reasonable product price has been advantageous for the company in earning brand loyalty from its customers and increasing its customer base day by day.
Amul has segmented its product offerings based on demand. The products that are used daily and have a huge market share like Amul Butter, Amul Lite Butter, Amul Ghee, Amul Gold Milk, Amul Paneer and Amul Dahi are offered at lower rates compared to the competitors and niche products like milk powder, Amul Spray and Amul Prolite are priced based on competitor’s prices.
Price in the Amul’s Marketing Strategies
Marketing strategy of Amul has adopted the following pricing strategies for its vast product offerings
Competitive Pricing Strategy
Amul faces stiff competition from domestic and international brands in several product categories. The marketing strategy of Amul has adopted a competitive pricing strategy to minimize the impact of rival brands and gain a competitive advantage in the market.
Affordable Pricing Strategy
As the brand targets the middle-class section of society, the marketing strategy of Amul has adopted a reasonable pricing policy so that its target audience can afford the products easily.
Promotion: Amul Marketing Strategies
The marketing mix of Amul has focused on its promotional activities with help of branding, the Amul Girl mascot, hoardings and digital campaigns. Amul does not spend too much on promotional activities as the advertising costs are within 1% of the total brand revenues.
Amul’s advertising strategy includes the following
Amul Girl – Advertising Mascot of Amul
Amul is the longest-known advertisement character and mascot created by Eustace Fernandes. Amul Girl graphics are highly popular in almost every household as an informant of current topics and making viable points. The Amul Girl’s first advertisement was in 1966 for Amul Butter with the tagline “Utterly Butterly Delicious”. One has to hear her singsong voice or look at the hoardings to associate her with Amul.
Amul is associated with several taglines like “Pehla Pyar Amul Pyar”, “Har Ghar Amul Ghar”, “Amul Doodh Peeta Hai India” and “Taste of India” that remind the viewers of the brand in an instant
Digital Marketing Strategy
Amul Hoardings with the Amul Girl as its mascot has been a hit with the masses since the beginning. Amul has gained the upper hand over other brands because of high brand visibility due to these hoardings which have been placed at almost all strategic locations all over India.
Moment Marketing Strategy
Amul has been using this strategy first in newspapers and now on social media platforms to boost brand awareness. It takes the help of current trends and events to start relevant conversations with the customers and build a viable bridge between them.
SEO Strategy of Amul
The Amul website has more than 960,000 visitors monthly with most of the traffic generated because of branded queries. As it enjoys a domain authority of 59 as soon as a new page is published Google quickly ranks it because of high authority.
Digital Campaigns – Notable Amul Digital Marketing Campaigns
Taste of India
Ad campaigns like “Taste of India” has helped the brand to position itself strongly in the minds of the consumers as a family product necessary for every household.
Utterly Butterly Delicious
The Amul Girl’s first advertisement was the ad campaign “Utterly Butterly Delicious”. It was created in reply to the Butter Girl of the rival brand Polson and today it has become the symbolic face of Amul
key Takeaways from the Amul Marketing Mix & Amul’s Marketing Strategy
The key takeaways from the Amul marketing mix and Amul’s marketing strategy are-
- Maintain consumer-friendly strategies for a direct connection with customers
- Vast product categories mean at least one product for every customer
- Low-cost affordable pricing strategies result in larger sales volumes and higher profits
- Keep up with Moment and Umbrella marketing strategies
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