amul ad campaign case study

Amul Case Study - History & Present of The Taste of India

Varad Kitey

Amul is an Indian dairy cooperative society based out of Anand that lies in Gujarat. The word 'Amul' is derived from the Sanskrit word ‘Amulya’ which means priceless or precious. This case study on Amul discusses the history of Amul, its business model, revenue, and the key factors behind Amul's success.

Founded in 1946, Amul is managed by the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF ), a cooperative body that comprises 3.6 million milk producers of Gujarat today.

Amul started India's White Revolution that made India the world's biggest maker of milk and milk products . Amul was founded by Tribhuvandas Patel under the direction of Sardar Vallabhbhai Patel , the first deputy prime minister of India .

The Kaira District Milk Union Limited was then conceived in 1946. Tribhuvandas headed the organization until his death in the 70s. He spoke to Dr. Verghese Kurien in 1949 and persuaded Dr. Kurien to assist in the mission of the White Revolution. Dr. Verghese Kurien is widely considered the founder of Amul.

Amul - Latest News Amul - About and Company Highlights Amul - History and The White Revolution Amul - Founders and Owner Amul - Business Model and Organization Structure Factors that led to Amul's Success Amul - Marketing Strategies Amul - Revenue and Growth

Amul - Latest News

May 9, 2021 - On the occasion of Mother's Day, Amul dedicated a new doodle to all the mothers . It features Amul's mascot feeding milk to a child in a bottle.

#Amul Topical: On the occasion of Mother’s Day... pic.twitter.com/oxizhJN8CF — Amul.coop (@Amul_Coop) May 9, 2021

May 7, 2021 - The suspension of  IPL 2021 attracted a series of memes across various platforms. Amul hopped on this trend and shared a topical on this regard that has gone viral all over the internet. The creative topical of Amul reads - I ndia P ostpones L eague!

#Amul Topical: IPL 2021 suspended due to CoVid -19! pic.twitter.com/QgzrDHkRJH — Amul.coop (@Amul_Coop) May 5, 2021

April 18, 2021 - Gujarat Co-operative Milk Marketing Federation Ltd (that markets Amul brand) reached out to AAR on the flavored milk taxable under GST. The brand deals with flavored milk products Amul Kool/Amul Kool Café. Thereby, the Gujarat Authority for Advance Ruling (AAR) said - "Flavored milk is basically 'beverage containing milk' and will attract 12% GST"

March 11, 2021 - Amul submitted a plan to The Government of India with an aim to make India a global hub for mozzarella cheese exports that are made from buffalo milk. It is planning to invest around INR 200 crore.

Amul - About and Company Highlights

Amul - Founders and Owner

Verghese Kurien and Tribhuvandas Kishibhai Patel founded Amul. R S Sodhi is the CEO of Amul since June 30, 2010.

Amul is a cooperative brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd (GCMMF). Today, it is jointly owned by 36 lakh milk producers in Gujarat, and the apex body of 13 District Milk Unions spread across 13,000 villages of Gujarat.

Verghese Kurien - Biography

Tribhuvandas kishibhai patel - biography.

Amul - History and The White Revolution

Here's a brief analysis of Amul's history and how Amul contributed to the White Revolution. Amul cooperative was registered on 19 December 1946 as a reaction to the exploitation of local milk producers by the dealers and the agents of the main dairy of that time, the Polson dairy. The price of milk was randomly determined. The government had given monopolistic rights to Polson to collect milk from Kaira dairy farmers and supply it to the city of Mumbai.

Agitated by this treatment, the farmers of Kaira approached Sardar Vallabhbhai Patel under the administration of their leader Tribhuvandas K. Patel. Sardar Patel advised them to frame an organization, i.e., Kaira District Co-usable Milk Producers' Union (KDCMPUL) , and supply milk directly to the Bombay Milk Scheme rather than relying on Polson. He sent Morarji Desai to sort out the issues faced by the farmers.

Milk collection was decentralized as most of the makers were minor farmers who could provide 1–2 liters of milk each day. Cooperatives were framed for every town.

By June 1948, KDCMPUL had begun pasteurizing milk for the ' Bombay Milk Scheme' . Under the leadership of Tribhuvandas Patel, Amul celebrated its 25th Anniversary in 1973 with Morarji Desai, Maniben Patel, and Verghese Kurien.

The cooperative was additionally created and headed by Dr. Verghese Kurien with H.M. Dalaya. Dalaya's innovation of making skimmed milk powder from buffalo milk for the first time in the world and then making it on a commercial scale with Kurien's help led to the first modern dairy of the cooperative at Anand (Gujarat). It competed against many established market players.

Within a short period, the success at the cooperative's dairy spread to Anand's neighborhood in Gujarat. Thus, five unions in other districts like Mehsana, Banaskantha, Baroda, Sabarkantha, and Surat were set up by following the approach sometimes referred to as the 'Anand pattern'.

In 1970, the White Revolution of India began. In 1973, the Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF) , an apex marketing body of these district cooperatives, was set up to combine forces and expand the market while saving on advertising and avoiding internal competition. The Kaira Union, which had the brand name Amul with it since 1955, transferred the name to GCMMF.

Since then, GCMMF has become the largest food products marketing organization in India. It is the leading organization of dairy cooperatives in Gujarat. GCMMF is responsible for the exclusive marketing of products falling under 'Amul' and 'Sagar' brands.

Over the last five and a half decades, dairy cooperatives in Gujarat have created an economic network that links more than 3.1 million village-manufactured milk products with millions of consumers in India.

On September 30, 2018, Prime Minister Narendra Modi inaugurated Amul's chocolate plant in Mogar, Anand near its headquarters.

Amul - Business Model and Organization Structure

Amul pursues a unique plan of action in which 'esteem for cash' items are given to its purchasers while securing the premiums (as a proprietor) of the milk-producing farmers who are its providers. As milk is a transient item, the rancher could endure a misfortune on the off-chance that it isn't sold before the part of the bargain.

Amul's business model is described below:

Structure of the Organization

The cooperative model used by Amul came to be known as the "Anand design" cooperative framework. It is a three-level structure that involves town social orders, region-level dairy associations, and a state-level organization. Every level is financially free of the others and involves agents selected from the level below it.

It is fairly simple to understand. When one person does not have enough funds to generate the required capital for the company, other members with the same intention pool their resources together to make a whole organization that has substantial capital. The cooperative model is highly advantageous as it ensures faith in the brand. Even banks prefer to loan money to cooperative businesses over individual ownership. Today, Amul constitutes 30 Lakh farmers from all over India .

Situated in the town of Anand, the Kaira District Milk Cooperative Union (Amul) has grown exponentially. It held hands with other milk cooperatives in Gujarat and now covers 2.12 million farmers, supporting 10,411 towns' milk. It focuses on fourteen area-level plants (associations) under the general supervision of GCMMF.

Since the beginning, there was an assumption that this activity would directly profit and change poor farmers and add to the improvement of society. Markets, at that point and even today, are crude and poor in the foundation. Amul and GCMMF recognized that improvement and development couldn't be left to market powers and that proactive intercession was required.

Two key necessities were distinguished. -

• First, that continued development for the long haul would rely upon coordinating free market activity. It would require an overwhelming interest in the synchronous advancement of providers and customers.
• Second, the powerful administration of the system and business feasibility would require proficient administrators and technocrats.

The Three-tier Model of Amul

Amul is a brilliant organization that works with simplicity yet perfection. It follows a three-step process where each body functions effectively. The three tiers include:

• Village Dairy Cooperative Society - Each manufacturer is a part of the village dairy cooperative society that is a community for manufactures.
• District Milk Unions - Village Dairy Cooperative Society members elect their representatives who together form District Milk Union.
• State Milk Federation - This federation is responsible for the distribution and selling of products in the market.

Amul as the Umbrella Brand

The system pursues an umbrella marking technique. Amul is the basic brand for most item classifications created by different associations: fluid milk, milk powders, margarine, ghee, cheddar, cocoa items, desserts, frozen yogurt, and consolidated milk. Amul's sub-brands incorporate variations, for example, Amulspray, Amulspree, Amulya, and Nutramul.

The palatable oil items are assembled around Dhara and Lokdhara, mineral water is sold under the Jal Dhara brand while natural product beverages bear the Safal name. By demanding an umbrella brand, GCMMF skillfully maintained a strategic distance from association clashes and created an open door for the patrons to coordinate in creating items.

Amul's Development of Products

Amul's item improvement was driven both by the soul of the cooperative framework and productivity. Being a farmers' cooperative, Amul was focused on purchasing all the milk offered by the former. The transitory idea of milk made it important for Amul to process the surplus milk and enter new item classifications as the generation expanded.

Margarine and Butter

Propelled in 1955, margarine was one of the main milk items offered by Amul. It was additionally the first run-through Amul effectively tested on the authority of a built-up brand. Amul uprooted Polson to rise as the undisputed pioneer in margarine advertisement.

Cheese and Cheddar

GCMMF propelled cheddar in 1959 followed by cheddar powder in the mid-1970s. The notoriety of cheddar expanded during the 1980s.

Milk and UHT Milk

Amul was the market chief in the Gujarat entire milk showcase with a 90% piece of the pie in 2002; aside from providing milk to parts of Maharashtra and Rajasthan .

Factors that led to Amul's Success

The amul girl (the amul advertising campaign).

In 1966, Amul hired Sylvester da Cunha, the managing director of an advertising agency, to design an ad campaign for Amul Butter. DaCunha designed the campaign as a series of hoardings with topical ads that related to day-to-day issues. It was popular and earned a Guinness World Record for the longest-running ad campaign in the world.

In the 1980s, cartoon artist Kumar Morey and scriptwriter Bharat Dabholkar were roped in for sketching Amul's ads. But Dabholka rejected the trend of using celebrities in advertisement campaigns. Dabholkar credited chairman Verghese Kurien for creating a free atmosphere that encouraged the development of the ads.

The Amul girl is the advertising mascot used by the company to promote the brand. The brand has been cleverly using the cartoon figure in its longest-running ad campaign. The Amul girl is used to insert an element of humor into its print ads.

Indians have liked Amul's advertisements and the brand has seen higher customer engagement. The brand recall value for Amul increased. The Amul girl advertising campaign is often described as one of the best Indian advertising concepts.

Amul's Innovation

Amul has constantly been innovating, be it launching new products, creative marketing campaigns, or challenging traditional societal trends to come up with better ones. As mentioned, Amul in the 1960s became the first brand in the world to make skimmed milk powder from buffalo milk.

Also with its three-tiered cooperative structure, Amul transitioned from traditional operations to a more cost-efficient and effective structure. For its continuous innovation, Amul won the “CNN-IBN Innovating for Better Tomorrow Award” and “World Dairy Innovation Award” in the year 2014.

Efficient Supply Chain of Amul

Amul follows a three-tier cooperative structure. It consists of a dairy cooperative society at the village level that is affiliated with milk unions at the district level which in turn get federated to a milk federation at the state level. Milk is collected at the village dairy society, obtained and processed at the district milk union, and marketed at the state milk federation.

The greatness of this model lies in the fact that Amul was the first company to follow this model. It was reciprocated all over the country under 'Operation Flood' in the 1970s. The model ensures that there is efficiency and swiftness in operations. With this, the Amul model has helped India become the largest milk producer in the world.

Coordinating Nature of Amul

Amul follows the 'branded house architecture' way wherein whatever it promotes is done under a common brand name – Amul. The prime focus is on promoting the parent brand rather than individual products; this helps Amul gain more brand visibility and spend lesser on marketing and advertising costs.

Given the enormous number of associations and substances in the inventory network and decentralized duty regarding different exercises, successful coordination is basic for effectiveness and cost control. GCMMF has understood this procedure well and accomplishes the level of control.

Amul - Marketing Strategies

The first time I came across Amul was when the catchy tune of ‘Amul Doodh Peetha Hai India’ rang from the television. I was, maybe 6 years old. Thirteen years later, I still encounter some variation or the other and it evoked memories as always. Some brands are, for a long time successful, but few managed to touch our hearts. Let's take a look at the various Marketing Strategies of Amul -

Amul - Revenue and Growth

Amul's revenue stood at INR 38,550 crores (US$5.4 billion) in 2020. The Gujarat Cooperative Milk Marketing Federation Ltd., responsible for marketing Amul milk and dairy items, revealed a 13% expansion in its turnover to Rs 33,150 crores in the year finished March 31, 2020. The Amul gathering's turnover surpassed Rs 45,000 crores which are 13% higher than a year ago, i.e., in 2019.

The Amul Federation has accomplished a compound yearly development pace of over 17.5% for as long as nine years because of higher milk obtainment, extension in business sectors, and the dispatch of new items.

What is Amul's Full form?

It stands for Anand Milk Union Limited . Amul is an Indian dairy cooperative society based in Anand (Gujarat). The word 'Amul' is derived from the Sanskrit word ‘Amulya’ which means priceless or precious.

What is White Revolution and who started it?

The white revolution was the initiative responsible for the growth of milk production in India and encouraged the production and use of Indian dairy products. Amul started India's White Revolution, which made India the world's biggest maker of milk and milk products. Dr. Verghese Kurien is known as the 'Father of the White Revolution' in India.

What was the effect of the White Revolution?

White Revolution made India the biggest manufacturer of milk and milk items. It additionally diminished the acts of fraud and malpractices by milk dealers and traders.

How was Amul founded or when did Amul start?

Amul cooperative was registered on 19 December 1946 as a reaction to the exploitation of local milk producers by the dealers and the agents of Polson dairy.

Who is Amul's Owner?

Amul is owned by Gujarat Cooperative Milk Marketing Federation, Ministry of Cooperation, Government of Gujarat

Who is the founder of the Amul brand?

Dr. Verghese Kurien and Tribhuvandas Kishibhai Patel are considered as the Founders of Amul. Tribhuvandas headed the organization until his death in the 1970s. He got in touch with Dr. Verghese Kurien in 1949 and persuaded Dr. Kurien to help with the mission.

What does Amul mean?

It stands for Anand Milk Union Limited. The word 'Amul' is derived from the Sanskrit word ‘Amulya’ which means priceless or precious.

What is the mission statement of Amul?

The mission statement of Amul revolves around the company's aim of providing remunerative returns to the farmers. It also serves the interest of the consumers by providing quality products, which offer good value for money .

Where is the headquarters of Amul?

The headquarters of Amul is in the Anand district of Gujarat.

What is the Amul product life cycle?

The Amul product life cycle consists of 4 stages, which are Introduction, Maturity, Growth and Decline.

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Amul Marketing Strategy 2024: A Case Study

Amul, also known as Anand Milk Union Limited, is a leading dairy brand in India. Founded in 1946 by Dr. Verghese Kurein as a cooperative society to provide fair prices to milk producers, Amul has revolutionized the dairy industry with its innovative marketing strategies.

Amul’s marketing strategy is based on five pillars: Milk Producers, Village Dairy Cooperation, District Milk Cooperation Union, State Cooperative Milk Marketing Federation, and The Consumer. This unique business model enables Amul to maintain a strong supply chain and ensure high-quality products for its customers.

Amul understands the needs of its target audience and focuses on providing good quality products at affordable prices. The brand divides its target audience into two segments: Kids, Youth, and Health Conscious individuals.

With over 2 million Facebook followers, 400,000+ Instagram followers, 350,000+ Twitter followers, and 489,000 YouTube subscribers, Amul has a strong presence on social media platforms. The brand utilizes social media, email marketing , and influencer marketing to promote its products digitally.

Amul has launched several successful marketing campaigns that have garnered significant attention. One such campaign was a bike rally tribute to Dr. Verghese Kurein, the founder of Amul. This campaign not only celebrated the brand’s heritage but also created a buzz among its target audience.

The #Amulrecipes campaign was another successful initiative by Amul. With over 300 videos featuring their products, the campaign gained a substantial number of YouTube subscribers and increased brand engagement.

During the COVID-19 pandemic, Amul re-aired its classic ads, resulting in increased viewership and interactions on social media platforms. This creative approach helped the brand stay connected with its audience during challenging times.

Amul follows a marketing strategy of utilizing a single brand name for all its products. This approach boosts consumer trust and brand recognition, establishing Amul as a household name in India.

Amul’s annual turnover of over Rs. 30,000 crore (approximately USD 4.2 billion) is a testament to its success in the highly competitive Indian dairy market. The brand’s wide distribution network, spanning over 1.4 million retail outlets across the country, ensures its dominance in the market.

Key Takeaways:

• Amul’s marketing strategy is based on a cooperative society business model that prioritizes fair prices for milk producers and high-quality products for consumers.
• The brand targets two main segments: Kids, Youth, and Health Conscious individuals.
• Amul utilizes social media, email marketing, and influencer marketing for effective digital promotion.
• Successful marketing campaigns, including bike rally tributes and the #Amulrecipes campaign, have contributed to Amul’s brand recognition and engagement.
• Amul’s single brand name strategy, wide product portfolio, and low-priced high-quality products have led to its dominance in the Indian dairy market.

In the next sections, we will dive deeper into Amul’s marketing tactics , segmentation, target audience, and its competitive advantage in the dairy industry.

The Amul Model: A Three-Tiered Structure

Amul, founded in 1946 in the town of Anand, Gujarat, India, operates on a unique three-tiered business scheme known as the Amul Model . This model establishes a direct link between milk producers and consumers, eliminating the need for middlemen and reducing product costs.

The Amul Model encompasses three key stages: procurement, processing, and marketing. In the procurement stage, farmers, organized into 185,903 dairy cooperative societies across India, supply milk to the Amul network. This vast network involves 222 District Co-operative Milk Unions responsible for processing milk.

The processing stage involves ensuring quality and safety measures are met as the milk is transformed into various dairy products. To facilitate smooth marketing operations, the milk is then passed on to 28 State Marketing Federations responsible for promoting and distributing Amul products.

Amul’s innovative three-tiered structure enables effective and efficient coordination among stakeholders, empowering farmers and ensuring the availability of high-quality dairy products to consumers.

Through this unique structure, Amul has achieved remarkable milestones. In 2006, the brand procured over one billion liters of milk in a single year, showcasing the immense scale of its operations. By 2012, Amul had emerged as India’s largest food brand, surpassing multinational corporations in terms of annual turnover.

In terms of marketing, Amul adopts a multi-faceted approach. The brand leverages print, television, digital media, and outdoor advertising to promote its products and strengthen its brand image. Amul’s marketing strategy facilitates engagement and connection with consumers, utilizing social media platforms to address queries and concerns, and build strong relationships.

With an extensive distribution network that encompasses retail outlets, supermarkets, and exclusive Amul stores, the brand ensures widespread availability of its products across the country. Amul’s revenue streams extend beyond sales of dairy products to encompass licensing and franchise agreements, contract manufacturing, and ancillary services.

Today, Amul stands as a recognized dairy brand in India, with a turnover exceeding $7 billion. It has a presence in over 60 countries and continues to play a significant role in improving the livelihoods of farmers. The Amul Model, with its focus on procurement, processing, and marketing, remains a testament to the brand’s commitment to empowering farmers and delivering high-quality dairy products to consumers.

Amul’s Target Audience: Mass Market Approach

Amul’s marketing strategy revolves around capturing the mass market, which includes a diverse range of customers. The brand targets various segments, catering to the needs and preferences of different consumer groups.

Reaching the Kids and Youth

Amul recognizes the importance of appealing to the younger generation. Their products, such as milkshakes, flavored milk, and ice creams, are specifically designed to attract kids and youth. By offering a wide range of delicious and nutritious dairy products, Amul establishes itself as a preferred choice among this target audience.

Appealing to Health-Conscious Individuals

Health-conscious individuals are an important segment for Amul. Understanding the growing demand for organic and natural products, Amul focuses on delivering high-quality dairy items that meet these preferences. Their range of organic dairy products and health drinks resonate well with this particular target audience.

Targeting the B2B Segment

Amul doesn’t limit its reach to individual consumers alone; the brand also caters to the B2B segment. They collaborate with restaurants, ice cream manufacturers, and coffee shops, providing them with quality ingredients like butter and cheese. This B2B approach expands Amul’s customer base and strengthens their presence in the market.

By targeting a mass market, Amul ensures that their products are accessible to a wide range of customers. This approach enables them to have a significant market share and solidify their position in the dairy industry.

Amul’s Target Audience: Key Segments

Amul understands the importance of a mass market approach, allowing them to connect with a broad customer base. By targeting kids, youth, health-conscious individuals, and B2B establishments, Amul sustains its reputation as a reliable and affordable brand.

Amul’s Marketing Campaigns and Strategy

Amul, the 8th largest milk processor globally, has not only established a strong foothold in the dairy industry but has also paved the way for innovative marketing campaigns that have captivated audiences for decades. At the heart of Amul’s marketing strategy is the beloved icon, the Amul Girl.

The Amul Girl, introduced in 1967, became an instant hit with her witty one-liners and cheeky humor. This iconic advertising figure continues to resonate with consumers and is now recognized as the longest-running ad campaign recorded in the Guinness Book of Records. The Amul Girl has played a vital role in shaping and promoting Amul’s brand image, capturing the attention of both primary consumers (B2C) and secondary consumers (B2B).

Amul’s marketing campaigns have always been known for their creative and engaging content. They embrace digital marketing strategies to connect with their audience across various social media platforms. Amul has a strong presence on Facebook, Instagram, and Twitter, where they share engaging content, showcase their products, and interact with customers in real-time.

One of the key elements of Amul’s digital marketing strategy is moment marketing. They leverage current events and trends to create timely and relevant content that resonates with their audience. By capitalizing on trending topics and news, Amul ensures that their campaigns remain fresh, up-to-date, and shareable.

Amul also actively encourages user-generated content through hashtag campaigns, inviting their audience to participate and share their experiences with the brand. This strategy not only generates buzz and excitement but also fosters a sense of community and belonging among Amul consumers.

Collaboration with influencers is another significant aspect of Amul’s marketing strategy. They partner with prominent individuals in various fields, such as sports, entertainment, and lifestyle, to amplify their reach and increase brand awareness. These collaborations help Amul connect with new audiences and create a strong influence in the market.

Amul’s marketing campaigns are not limited to the digital realm. They have also embraced moment marketing offline, such as organizing a bike rally involving 50 bikers to celebrate National Milk Day in 2019. These initiatives further strengthen Amul’s brand presence.

With a well-rounded marketing approach that combines the power of traditional advertising with digital marketing strategies, Amul continues to engage its audience and strengthen its brand presence. Their creative campaigns, engaging content, and collaborations with influencers have contributed to their success, making Amul a household name in India and beyond.

Amul’s Digital Marketing Strategy

Amul, the renowned dairy brand, has embraced digital platforms to strengthen its marketing presence and connect with a wider audience. Their digital marketing strategy revolves around leveraging popular social media platforms such as Facebook, Twitter, Instagram, and YouTube to engage users and build brand awareness.

Amul recognizes the power of content creation in capturing the interest of their followers. Their Instagram account, with an impressive following of 412,000 users, boasts 7,593 posts showcasing their diverse range of products and services. This visually appealing content helps to create a strong brand identity and engage their target audience.

On Facebook, Amul has managed to amass 2 million followers, with an engagement rate of 2.43%. This high engagement rate indicates that their content resonates well with their audience, fostering meaningful interactions and conversations.

Amul’s Twitter account, with 357.7k followers, maintains an engagement rate of 0.35%. While the engagement rate may seem relatively low compared to other platforms, it is essential to note that Twitter serves as a valuable channel for real-time customer support and updates.

YouTube, with 490K subscribers, plays a crucial role in Amul’s digital marketing strategy. By creating 1 lakh minutes of cooking content in just 8 months of 2020, Amul positions itself as an authoritative source for cooking enthusiasts. This strategy attracts viewers and reinforces Amul’s reputation as an industry leader.

Amul’s active presence on these social media platforms allows them to keep the audience engaged and informed about their latest products, campaigns, and initiatives. The brand’s digital marketing efforts have proven successful, promoting brand loyalty and driving higher engagement rates across different digital channels.

Furthermore, Amul’s email marketing strategy serves as an effective tool for nurturing customer relationships. Through well-crafted newsletters, promotions, updates, and exclusive offers, Amul keeps their subscribers informed and engaged, fostering a sense of exclusivity and loyalty.

The success of Amul’s digital marketing strategy is evident in their impressive growth rate of 30% and their market share of 86%. By combining the power of social media platforms, content creation, and strategic email marketing, Amul has solidified its position as a leading brand in the industry.

Amul’s Social Media Engagement Rate

Amul’s innovative marketing strategies.

Amidst the dynamic landscape of India’s dairy industry, Amul has established itself as a leader with its innovative marketing strategies. By leveraging its deep understanding of consumer dynamics and adopting a proactive approach, Amul has successfully captivated the market and achieved remarkable growth.

One of the key elements in Amul’s marketing arsenal is the iconic Amul Girl mascot, which has been an integral part of the brand’s identity since its introduction in 1967. This lovable and relatable character has helped Amul cultivate a strong emotional connection with consumers, contributing to brand loyalty and recall. The Amul Girl campaign is even recognized in the Guinness Book of World Records for being the longest-running advertising campaign, spanning over five decades.

Amul’s commitment to unified branding has also played a pivotal role in its marketing success . By using the same brand name across all its products, Amul has created a unified brand experience for consumers. This strategy not only reinforces brand recognition but also instills trust and credibility in the minds of customers.

To further enhance brand recall, Amul has consistently created catchy taglines and jingles that resonate with the audience. Phrases like “The Taste of India” and “Amul Doodh Peeta Hai India” have become synonymous with the brand, evoking a sense of patriotism and pride among consumers.

Amul’s marketing strategy extends beyond traditional approaches. The brand has embraced innovative tactics like moment marketing and leveraging cultural diversity to connect with consumers on a deeper level. By tapping into current trends and cultural references, Amul’s marketing campaigns effectively engage and resonate with a diverse consumer base.

Amul’s innovative marketing approach has been crucial in expanding its global presence and popularity beyond Indian borders. With a distribution network that includes cooperative societies, Amul Preferred Outlets (APOs), supermarkets, retail chains, and online sales, the brand has been able to reach a wide range of consumers around the world.

Amul’s innovative marketing strategies have not only contributed to its growth and success as a brand but have also empowered small-scale dairy farmers through its cooperative structure. By prioritizing quality, innovation, and community engagement, Amul continues to maintain its market leadership in the dairy industry.

Amul’s Marketing Campaigns: Case Studies

Amul, known for its exceptional marketing campaigns, has successfully captured the attention of consumers with its innovative strategies. Two prominent case studies that exemplify their creative approach are the National Milk Day Campaign and the Simple Home Made Recipes Campaign.

The National Milk Day Campaign aimed to pay tribute to Dr. Viren Kurien, the visionary behind India’s White Revolution, which transformed the dairy industry. Through a bike rally and a captivating film showcasing Dr. Kurien’s life, Amul engaged the younger generation and honored India’s rich dairy legacy. The campaign not only raised awareness about the significant role of milk in the country but also promoted the virtues of hard work and determination.

Another impactful campaign launched by Amul during the COVID-19 pandemic was the Simple Home Made Recipes Campaign. Recognizing the growing interest in cooking and the need for easy-to-make recipes, Amul showcased mouthwatering dishes using its products. This campaign encouraged people to stay home, explore their culinary skills, and enjoy nutritious meals. By associating their brand with homemade goodness, Amul successfully connected with consumers on an emotional level.

Amul’s marketing campaigns have also had a profound impact on social media platforms. With a follower count of 1.5 million on Facebook and an engagement rate of 8%, Amul leverages hashtags and compelling content to drive user engagement. Similarly, on Instagram, where they have around 800k followers and an engagement rate of 12%, Amul continues to captivate their audience through visually appealing posts and interactive stories. Their presence on Twitter, with a following of 500k, further strengthens their social media influence.

Amul’s YouTube channel, with 1 million subscribers and an average of 1 million views per video, showcases the success of their digital marketing efforts. Their campaigns featuring the iconic Amul Girl, known for her witty and relatable ads, have been capturing audience attention since 1967. Holding the world record for the longest-running ad campaign, the Amul Girl has helped establish a strong emotional connection with consumers and has become a character synonymous with the brand.

Overall, Amul’s marketing campaigns leave a lasting impression on their target audience, combining creativity, emotional appeal, and a keen understanding of consumer preferences. By embracing digital platforms and leveraging social media, Amul has successfully evolved its marketing strategies to keep up with the changing times and strengthen its brand presence.

Segmentation, Targeting, & Positioning Strategy of Amul

Amul, a leading player in the dairy industry, has implemented a robust segmentation, targeting, and positioning strategy to effectively reach and engage its target audience. With a deep product portfolio that encompasses a wide range of dairy products, Amul caters to various customer segments, including kids, women, youth, and health-conscious individuals. This diverse product offering ensures that Amul can meet the specific needs and preferences of different customer groups, allowing for maximum market penetration and customer satisfaction.

Amul’s target audience primarily consists of regular middle-class individuals who form a significant segment of the market. By focusing on the middle-class, Amul capitalizes on their mass appeal and accessibility to create a strong customer base. Higher-end customers often have alternatives to Amul in the ice cream segment, making it essential for the brand to concentrate on the middle-class segment as its primary target audience.

Amul operates with a mass marketing approach, leveraging its extensive product portfolio to reach people of all age groups and demographics. This strategy solidifies Amul’s brand positioning as a household name in the dairy industry. Amul’s immense popularity and recognition are attributed to its ability to cater to a wide range of consumers, ensuring that they remain a top-of-mind brand when it comes to dairy products.

One of Amul’s competitive advantages lies in its robust supply chain and wide product portfolio. This allows Amul to have a presence in retail stores and operate exclusive Amul shops, ensuring the availability of their products throughout the country. Amul’s extensive distribution network, which involves breaking bulk supply to C&F agents who further distribute products to retailers, ensures that Amul products reach consumers efficiently and effectively.

In terms of brand positioning, Amul has successfully established itself as a quality brand with affordability as its unique selling point. The brand emphasizes its commitment to providing value for money, positioning itself as an accessible option for the middle to upper-middle-class customers. Amul’s brand positioning statement, “The taste of India,” reflects its strong association with Indian culinary traditions and further enhances its brand image.

To support its brand positioning, Amul has implemented impactful promotion and branding strategies. The use of the iconic Amul Girl mascot in advertising campaigns has been a significant contributor to Amul’s brand recognition and recall value. This attention-grabbing and creative marketing approach has allowed Amul to differentiate itself from competitors and maintain its position as the number one butter brand throughout India.

Amul’s segmentation, targeting, and positioning strategy have played vital roles in the brand’s success and expansion in the industry. By understanding and meeting the diverse needs of various customer segments, Amul has secured a strong foothold in the competitive dairy market.

Competitive Advantage of Amul

Amul has carved out a formidable competitive advantage in the dairy industry, positioning itself as a leader in the market. This advantage is built on several key factors that set Amul apart from its competitors.

Product Quality

One of the pillars of Amul’s competitive advantage is its unwavering commitment to product quality. Amul’s extensive investment in research and development allows the brand to innovate and introduce new products that meet the high standards expected by consumers. By consistently delivering superior quality dairy products, Amul has garnered the trust and loyalty of its customer base.

Affordable Pricing

Amul has successfully positioned itself as a brand that offers affordable pricing without compromising on quality. The brand’s pricing strategy, focused on pricing products competitively, ensures that a wide range of consumers, including middle-class and lower-class individuals, can access Amul’s products. This affordability factor gives Amul a significant edge in the market and allows it to cater to a larger customer base.

Distribution Network

Amul boasts an extensive distribution network that spans across the entire nation. With 6000 exclusive distributors, Amul efficiently reaches customers in both urban and rural areas, ensuring widespread availability of its products. This robust distribution network gives Amul a competitive advantage by enabling it to serve a wide customer base effectively and maintain its market dominance.

Strong Branding

Amul’s strong branding is another key element of its competitive advantage. The brand has positioned itself as the top choice in the minds of consumers for various dairy products, including ice cream, milk, cheese, and butter. With its iconic “Amul Girl” campaigns and witty advertisements, Amul has captured the attention and affection of consumers, creating a strong brand presence. This branding helps differentiate Amul from its competitors and solidifies its market position.

By focusing on product quality, offering affordable pricing, maintaining an extensive distribution network, and building a strong brand presence, Amul has established a highly competitive advantage in the dairy industry. This advantage has allowed Amul to sustain market dominance and fend off competition from both organized and unorganized players in the FMCG sector.

Amul’s marketing strategy has played a vital role in establishing the brand as one of India’s most beloved and successful companies. Through its focus on brand positioning, product innovation, cooperative marketing, rural marketing, localized advertising, content marketing, social media marketing , and customer engagement, Amul has built a strong presence in the dairy market. The brand’s unique three-tiered business model, mass market approach, innovative marketing campaigns, and effective digital marketing strategies have set it apart from competitors.

Amidst the challenges of the Covid-19 pandemic, Amul showcased its resilience by achieving a turnover of Rs 53,000 crore during the lockdown, demonstrating its ability to thrive in adverse economic conditions. The brand’s ambitious growth goals of reaching Rs 60,000 crore in 2022 and aiming for a sales milestone of Rs 1 lakh crore by 2025 further highlight its determination to excel in the market.

Amul’s commitment to innovation is evident in the addition of 60 new products to its inventory during a challenging period. Furthermore, the brand’s corporate social responsibility initiatives, including the donation of Rs 800 crore to rural farmers, showcase its dedication to supporting the agricultural sector and giving back to the community.

With a low-cost pricing strategy, Amul makes its products affordable for the target audience while maintaining customer retention and market competitiveness. The cooperative structure of Amul ensures maximum returns for farmers and efficient product distribution, further adding to its success.

In terms of marketing, Amul’s iconic Amul Girl mascot and its long-running advertising campaign have been instrumental in its brand recognition and consumer connection. The brand has leveraged social media platforms like Facebook, Twitter, and Instagram to expand its reach and engage with consumers effectively. The innovative digital marketing approach, such as the #AmulTopical campaign, tailored to current events and trends, has further enhanced Amul’s marketing success.

Overall, Amul’s marketing strategy is a testament to its commitment to innovation, affordability, and relatability, resonating with millions of consumers and positioning the brand as a household staple in India and beyond.

What is the Amul Model?

Who is amul’s target audience, how does amul engage with its audience through marketing campaigns, what is amul’s digital marketing strategy, what are some of amul’s innovative marketing strategies, can you provide examples of amul’s successful marketing campaigns, what is amul’s segmentation, targeting, and positioning strategy, what is amul’s competitive advantage, what makes amul’s marketing strategy successful, related posts:.

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Amul Marketing Strategy & Case Study – How it Became The Taste of India

Reliqus Marketing

16 July 2024

Table of Contents

Amul, a brand synonymous with quality dairy products, has captured the hearts and minds of Indian consumers through its innovative and effective marketing strategies. As one of the most successful cooperatives in the world, Amul’s journey is a testament to the power of strategic marketing and branding. 

At Reliqus Consulting , we’ve closely studied Amul’s marketing approach and are excited to share our findings in this comprehensive case study. 

We’ll explore how their innovative tactics, like the iconic “Amul Girl” ads and real-time marketing, have won hearts and market share. Get ready to uncover the secrets behind Amul’s enduring success in this insightful analysis.

Amul , short for Anand Milk Union Limited , is an Indian dairy cooperative society established in 1946 in Anand, Gujarat . Founded by Dr. Verghese Kurien , often referred to as the “ Milkman of India ,” Amul has grown to become one of the largest food brands in the country, offering a wide range of dairy products, including milk, butter, cheese, ice cream, and more.

The primary goal was to empower local dairy farmers, many of whom faced exploitation by middlemen. By pooling resources and collectively processing and marketing milk, Amul aimed to ensure fair prices for farmers and provide consumers with affordable, high-quality dairy products.

Amul Business Model

Amul operates on a unique cooperative business model driven by its commitment to the welfare of dairy farmers and consumers. At its core, Amul is a “for the people” company, where ownership lies not with a single entity but with the dairy farmers. 

Here are the five critical pillars of Amul’s business model:

• Milk Producers
• Village Dairy Cooperative
• District Milk Cooperative Union
• State Cooperative Milk Marketing Federation
• The Consumer

This unique cooperative structure not only supports dairy farmers economically but also enables Amul to deliver consistent quality and value to consumers, making it a cornerstone of India’s dairy industry.

Amul Target Customer

Amul’s target audience can be divided into two main segments: business-to-consumers (B2C) and business-to-business (B2B).

Business to Consumers (B2C)

Amul has meticulously crafted its product portfolio to cater to its consumer base’s diverse needs and preferences. The brand recognizes that its target audience spans different age groups and lifestyle segments and has strategically developed offerings to address the unique requirements of each cohort.

Interestingly, Amul holds the Guinness World Record for the longest-running advertising campaign, further solidifying its position as a beloved brand that has captured the hearts and minds of consumers across age groups.

Business to Business (B2B)

While Amul’s television advertisements primarily focus on its Business-to-Consumer (B2C) market, the brand significantly emphasises its Business-to-Business (B2B) segment. This strategic focus on the B2B market is driven by the fact that these customers purchase products in bulk and are regular, reliable sources of revenue for the company.

Amul’s Marketing Strategy

Amul’s success in the dairy industry is not just about quality products but also its innovative and effective marketing strategies. Let’s explore how Amul strategically markets its products to capture market share and build a strong brand presence.

1) Amul’s Ad Girl Marketing Strategy

One of the most iconic aspects of Amul’s marketing strategy is using the “Amul girl”  in its advertisements. This cartoon character was created in 1967 in response to a rival brand’s advertisement. 

The Amul girl’s distinctive polka-dot dress and curly hair have become an iconic brand symbol. Her expressions and dialogues are often used to comment on current events and social issues, making her a beloved figure among Indian consumers.

This marketing strategy not only captured public attention but also made Amul a part of everyday conversations across India.

2) Moment Marketing Strategy of Amul

Amul is known for its agile “moment marketing” approach. The brand reacts quickly to current events, trends, and social issues through iconic Amul girl advertisements. 

The brand’s marketing team closely monitors the news and social media, and within hours, they can create a topical advertisement featuring the Amul girl. 

This agile approach allows Amul to stay relevant and engage with its audience in a timely and meaningful way.

3) Low-Cost, High-Value Marketing Strategy

Amul has maintained its position as a market leader by offering high-value products at affordable prices. This marketing strategy of Amul not only attracts price-sensitive Indian consumers but also builds trust and loyalty among its customer base. 

This low-cost, high-value approach has been a critical driver of Amul’s success, making it a preferred choice for millions of Indian households.

4) Smart Tagline Marketing Strategy

Amul’s taglines are simple, memorable and impactful, often reflecting the brand’s values and personality. From “Utterly Butterly Delicious” to “The Taste of India,” these taglines have resonated with consumers over the years. 

These catchy slogans not only communicate product benefits but also evoke positive emotions and associations with Amul’s brand identity.

5) Sell all Products Under one Brand

Amul’s marketing strategy involves selling all its products under a single, unified brand umbrella. Consumers recognize and trust the Amul brand for quality and consistency across all product categories: milk, butter, cheese, ice cream, or chocolates. 

This unified branding strategy strengthens brand equity and simplifies marketing efforts, ensuring a cohesive brand experience for consumers.

6) Digital Marketing Strategy of Amul

Amul has also embraced digital marketing to effectively reach and engage with its target audience. The brand’s digital marketing efforts include:

SEO Strategy of Amul

Amul has invested in search engine optimization (SEO) to ensure that its website and online content are easily discoverable by consumers searching for dairy products online. This has helped to increase the brand’s visibility and drive traffic to its digital platforms.

Bonus Read: TripAdvisor SEO Case Study

Social Media Marketing Strategy of Amul

Amul has a strong presence on various social media platforms, including Facebook, Twitter, and YouTube. The brand’s social media strategy focuses on engaging with its audience through informative, entertaining, and topical content.

Amul maintains a strong presence and fosters relationships with its audience through creative campaigns, interactive content, and customer engagement. You can see an example of Amul’s social media marketing strategy in this video .

Facebook Ads Amul Marketing Strategy

Amul runs targeted Facebook ad campaigns to reach and engage its audience. These ads feature eye-catching visuals and compelling copy highlighting the brand’s products and values.

One example is how Amul leveraged a popular Indian festival, Chhath Puja, to promote a new product.

After running initial ads to build awareness about the new offering, Amul quickly adapted its messaging to align with the upcoming Chhath Puja celebrations. The brand created eye-catching Facebook ads that seamlessly integrated its product with the festive theme, tapping into the event’s cultural significance.

This strategic move by Amul demonstrates the brand’s deep understanding of its consumers and agility in crafting contextual campaigns. By linking the new product with a widely celebrated festival, Amul made its offering highly relevant and appealing to the target audience.

For tips and tricks on optimizing your Facebook ads, check out this Facebook ads optimization guide from Reliqus Consulting.

Twitter Marketing Strategy of Amul

Amul engages with its followers through real-time interactions and topical content on Twitter. The brand’s witty tweets, often featuring the iconic Amul ad girl, have helped to build a loyal following on the platform.

YouTube Marketing Strategy of Amul

Amul has leveraged YouTube as a powerful platform to reach and engage its audience. The brand’s YouTube channel boasts an impressive following of over 5 lakh subscribers.

One of the critical elements of Amul’s YouTube marketing strategy is its focus on content marketing. 

The brand has implemented a successful content strategy, particularly during the COVID-19 pandemic, with the launch of its “#SimpleHomemadeRecipes” video series.

This trend started during the pandemic and has been running for over 3,000 videos on Amul’s YouTube channel.

The videos feature professional chefs who shoot and create the content, which Amul then edits and uploads. This Amul marketing strategy has proven to be highly effective. 

By leveraging the expertise of professional chefs and tapping into the growing demand for home-cooked recipes during the pandemic, Amul has generated millions of views and engaged its audience meaningfully.

Moreover, this approach has benefited the chefs involved, as they can be featured on Amul’s large and engaged YouTube following. It’s a win-win situation for both the brand and the content creators.

Overall, Amul’s YouTube marketing strategy, which combines content marketing, professional production, and a focus on trending topics, has been a key driver of the brand’s success in the digital space.

Popular Marketing Campaigns of Amul Dairy Products

Amul’s marketing efforts are not limited to its iconic Amul girl advertisements and digital initiatives. The brand has also launched several successful marketing campaigns that have further strengthened its position in the market.

1) #CelebratingDrKurien

The #CelebratingDrKurien campaign was a marketing initiative launched by Amul in 2018 to honor the 98th birth anniversary of Dr. Verghese Kurien, Amul’s founder.

Key details about the campaign:

• It was a bike rally that travelled 2,500 km from Jammu to Gujarat, the hometown of Amul, to visit dairy farmers and professionals and learn about Dr Kurien’s contributions.
• The campaign aimed to engage young people and inspire them to live purposeful lives, following in Dr. Kurien’s footsteps.
• The campaign was successful, with extensive media coverage and thousands of people from villages across the rally’s route interacting with the bikers.
• This campaign allowed Amul to market its brand and products in rural areas, reaching a broad audience without paying for traditional advertising.

2) #amulrecipes

The #amulrecipes campaign was a marketing initiative launched by Amul on YouTube . Key details about the campaign include:

• Amul created over 300 videos showcasing recipes featuring Amul products, demonstrating the brand’s versatility and utility.
• The campaign was highly successful, significantly increasing Amul’s YouTube subscribers, with over 4 lakh subscribers then.
• Many videos received lakhs of views, indicating high engagement and audience interest.
• Amul used professional chefs to shoot the videos, which were uploaded to their YouTube channel. This strategy allowed Amul to save on content creation costs while producing high-quality content.

Overall, the #amulrecipes campaign was a significant digital marketing success for Amul, enhancing the brand’s online presence and showcasing its products creatively and engagingly.

3) Amul Classics

The Amul Classics campaign was launched by Amul in 2020 during the COVID-19 pandemic. Key details about the campaign:

• Amul revived its classic ads from the 1990s to air during the re-runs of Ramayan and Mahabharat on Doordarshan, which were very popular then.
• Amul uploaded a series of 88 classic ads from the 90s to its YouTube channel, creating a playlist titled “Amul Classics”. The ads featured Amul Ice Cream, Amul Butter, Amul Cheese, Amul Chocolate, and Amul Shrikhand.
• The Amul Classics playlist on YouTube received thousands of views, indicating high engagement and nostalgia among viewers for these iconic ads.

As Amul continues to grow and evolve, it will be interesting to see how the brand adapts its marketing strategy to stay relevant and competitive in an increasingly crowded and dynamic market. 

However, one thing is sure: Amul’s commitment to quality, innovation, and the welfare of its stakeholders will continue to be at the heart of its marketing efforts, ensuring that the brand remains a beloved and trusted name in the hearts and minds of Indian consumers for generations to come.

At Reliqus Consulting, we believe that Amul’s success story serves as a valuable lesson for businesses looking to build a strong brand identity and customer loyalty. By embracing innovative marketing strategies and a customer-centric approach, companies can achieve similar levels of success and become household names in their respective markets.

Priti Gupta

She has worked on 100+ Digital Marketing projects, including a wide array of Content writing, SEO, Copywriting, Social media & Paid ads.

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India’s most famous ad campaign: how the 'Amul butter girl' has been churning up debate for 50 years

This creative advertising campaign has captured the hearts of consumers for five decades. but can it survive in a time of instant social media criticism.

September 05, 2019

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How Amul Became a Case Study in Indian Advertising

Amul, the iconic dairy brand in India, offers a compelling case study in advertising due to its innovative and highly effective approach over decades. Here’s an in-depth look at how Amul became a standout example in Indian advertising:

Amul, short for Anand Milk Union Limited, is a cooperative dairy brand established in 1946 in Anand, Gujarat. Over the years, it has grown into one of the largest dairy brands in India, known for its wide range of products including milk, butter, cheese, and ice cream. The brand’s advertising strategies, particularly its use of innovative and engaging campaigns, have played a significant role in its success.

1. Innovative Advertising with Amul Butter Campaign

Topical Humor:  Amul’s advertising campaigns are renowned for their topical and humorous commentary on current events. The brand’s advertisements feature a cartoon mascot, known as the Amul Girl, who appears in a series of billboards and print ads.

Daily Updates:  The ads are updated frequently to reflect the latest news, cultural events, and trends, creating a fresh and relevant connection with the audience.

Visuals:  The Amul Girl is depicted in a variety of settings, often related to the news or trends of the time. The ads are known for their witty and clever taglines, which play on current events while promoting Amul products.

Billboards and Print Media:  The ads are prominently displayed on billboards and in print media across India, ensuring wide visibility.

Brand Recall:  The consistent use of topical humor and the recognizable Amul Girl have contributed to high brand recall and a strong emotional connection with the audience.

Engagement:  The ads generate significant buzz and discussion, with people looking forward to the latest Amul billboard for its commentary on current events.

Cultural Impact:  The campaign has become a cultural phenomenon, reflecting and shaping public discourse through its humor and relevance.

2. Leveraging Regional Diversity

Localized Advertising:  Amul has effectively leveraged India’s regional diversity by customizing its advertising to cater to different linguistic and cultural groups. This includes creating regional ads and packaging that resonate with local audiences.

Regional Campaigns:  The brand runs advertisements in various regional languages and focuses on local festivals, customs, and events. This approach helps Amul connect with consumers across different states and regions of India.

Localized Products:  Amul tailors its product offerings and packaging to suit regional preferences, further strengthening its connection with local markets.

Wider Reach:  The localized approach has enabled Amul to expand its reach across India’s diverse population, catering to different tastes and preferences.

Market Penetration:  By addressing regional needs and preferences, Amul has achieved significant market penetration and brand loyalty across various states.

3. Building Brand Loyalty Through Consistency

Consistent Messaging:  Despite the frequent updates and changes in its advertising content, Amul maintains a consistent brand voice and identity. The use of the Amul Girl and the focus on quality and tradition are central to the brand’s messaging.

Brand Identity:  The Amul Girl’s presence in advertisements reinforces the brand’s identity and values, emphasizing quality, trust, and tradition.

Customer Trust:  Consistency in messaging and branding has helped build and maintain customer trust over the years.

Strong Brand Loyalty:  The consistency in brand messaging and identity has fostered strong brand loyalty among consumers.

Reputation:  Amul’s reputation for quality and reliability is reinforced through its consistent advertising efforts.

4. Leveraging Digital Media

Digital Engagement:  In recent years, Amul has embraced digital media to extend its reach and engage with younger audiences. The brand uses social media platforms to share its ads and interact with consumers.

Social Media Presence:  Amul actively posts its advertisements on social media platforms like Facebook, Twitter, and Instagram, engaging with users and participating in online conversations.

Interactive Content:  The brand leverages digital media to create interactive content, including memes, videos, and user-generated content.

Increased Visibility:  Amul’s digital presence has enhanced its visibility and engagement with a broader audience, including younger demographics.

Real-Time Interaction:  The brand’s social media interactions allow for real-time engagement and feedback from consumers.

5. Sustainability and Social Responsibility

Community Engagement:  Amul’s advertising often highlights its role in supporting local farmers and contributing to community development. The brand emphasizes its cooperative model and its impact on rural livelihoods.

Social Responsibility Messaging:  Amul’s campaigns frequently include messages about its commitment to supporting farmers and sustainable practices.

Community Programs:  The brand participates in and supports various community programs and initiatives.

Positive Brand Image:  Amul’s focus on social responsibility and community engagement enhances its positive brand image and fosters goodwill among consumers.

Consumer Trust:  Highlighting its commitment to social responsibility builds consumer trust and reinforces the brand’s values.

Amul’s success in Indian advertising can be attributed to its innovative use of topical humor, effective regional targeting, consistent brand messaging, strategic use of digital media, and commitment to social responsibility. The brand’s approach to advertising not only reflects its understanding of the Indian market but also demonstrates how creativity and relevance can drive long-term brand success. Amul's case study offers valuable lessons in building a strong brand presence and maintaining consumer engagement through effective advertising strategies.

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Marketing Strategy of Amul – A Complete Case Study with Examples (PDF Included)

Home > Blog > Marketing Strategy of Amul – A Complete Case Study with Examples (PDF Included)

• Last updated on November 17, 2023

Amul needs no introduction. It is an Indian and very successful dairy products brand. I am sure, if you check now, you will definitely find an Amul product in your home. All love Amul, trust Amul, and use Amul but how did this happen? How Amul became what it’s today? it’s because of the marketing strategy of Amul .

Amul was started decades ago but then also it successfully maintained its brand image just like before. There is a genius marketing strategy followed by Amul . You will learn about this strategy in this article. Before moving towards the marketing strategies, let’s know about the company .

Bonus Read: Jio Marketing Strategy

Amul is derived from Anand Milk Union Limited . It was started by Dr. Verghese Kurein in 1946. Dr. Verghese is popularly known as the Milkman of India. The special thing about Amul is, it is not a private or public company. It is a cooperative society that started to provide justice to farmers in 1946.

At that time, there was a middleman in cities who offers a very less amount of money in exchange for milk. To solve this problem , Dr. Verghese started Amul with the cooperation of other farmers. Now there are no middlemen in Amul. Milk producers (farmers) sell products that offer them a good amount of money.

Amul Business Model

Amul has 5 pillars in its business model . It is a “for the people” company. There is no single owner of Amul, all villagers manage Amul Cooperative society. Here are the 5 pillars of the business model.

• Milk Producers
• Village dairy cooperation
• District Milk cooperation union
• State cooperative milk marketing federation
• The Consumer

The profit share of the products is distributed as shown in the above chart .

Must Read: Zomato Marketing Strategy

Amul Target Customer (Two Segments)

Amul targets those  customers  who need a good  quality product  at an  affordable  cost. The brand creates products for everybody that’s why we have  divided  its target audience into  two segments . Amul smartly plans marketing strategies for both of these audiences.

Business to Consumers (B2C)

Amul created products for  every age group  based on their interests and choices. Here are the names of a few products. They hold the Guinness record for the longest-running advertising campaign.

Business to Business (B2B)

In  T.V. advertisements , we generally see Amul focusing on the B2C market. But in reality, the brand has a  special interest  in the B2B category. B2B category people buy products in bulk and are regular customers that’s why they are very important for the company.

Amul’s Marketing Strategy

Amul’s unique and innovative marketing strategies differentiate it from other dairy brands. There is no single dairy products company in India, we have many. Amul dominated this competitive market with its smart marketing campaigns. Let’s know about each campaign in detail.

1) Amul’s Ad Girl Marketing Strategy

This is a  handmade drawing of a girl  which Amul created in 1967 in response to its rival brand. It is the most  loved ad  icon in India. Amul uses this girl in every ad. The activities of this girl change according to the ads.

You can see her   doing Yoga in some ads, whereas   playing cricket in others. Using this girl as an ad icon is  Amul’s best marketing strategy  so far.

2) Moment Marketing Strategy of Amul

Amul is using this  moment marketing strategy  for decades now. Previously, it was in newspapers and now it is on popular social media platforms like Twitter. As you can see in the above image, Amul used this  latest news of equal pay  for both  men & women cricketers . See how smartly, the brand used this news for its marketing purpose. This is the innovative  marketing strategy of Amul .

3) Low-Cost, High-Value Marketing Strategy

Amul targets the  mass market . It sells quality products at a  reasonable price  that everybody can afford. This increase the repeat customers of Amul. It is a  simple  but effective  marketing strategy of Amul . Delivering high-quality products at low cost is also a great competitive advantage of Amul.

4) Smart Tagline Marketing Strategy

Amul’s popular taglines, are “ Amul Doodh pita hai India ” and  “The Taste of India “ . These taglines subconsciously attract the audience and capture the mind space of consumers.  Creating jingles  and  taglines  costs  no money  but some creativity and psychological understanding of your consumers.

5) Sell all Products Under one Brand

Generally,  FMCG companies  sell products under  different brand names . Amul did this differently. They created one flagship brand ( Amul)  and started selling various products under that brand. Whenever Amul launches a new product, it sold out effortlessly because of its brand value. This is another great  marketing strategy of Amul  where it thought and acted out of the box.

6) Digital Marketing Strategy of Amul

Digital marketing is much  cheaper than traditional marketing . Amul sees this opportunity and after going digital, their  profit margins have increased  tremendously. Let’s understand the digital marketing strategy of Amul in detail. Amul uses social media, email marketing, and influencer marketing to promote its products.

SEO Strategy of Amul

Amul follows a smart SEO strategy. According to SEMrush, their website gets more than  960,000 visitors  per month. Most of its traffic comes from  branded queries .

As you can see in the above image, the  domain authority  of the Amul website is  59 . Whenever Amul publishes a new page, it easily gets ranked on Google due to its high authority. This is a good  marketing strategy of Amul  which helps in getting the right audience from Google.

Social Media Marketing Strategy of Amul

Followers on these social media platforms show Amul follows  innovative and highly engaging marketing strategies  to attract the audience. Otherwise, it is very difficult to attract someone in this  noisy world  where we have more content than needed.

FACEBOOK ADS MARKETING STRATEGY

As you can see in the above image, Amul creates a  brand awareness  of its new products through  social media paid ads . After a few days, there is a festival in India called  Chhath Puja . Amul linked that festival with their new product. This is an awesome  marketing strategy of Amul . Every social media marketer must learn from it.

To check the latest Facebook ads of Amul, you can visit the  Facebook ad library .

TWITTER MARKETING STRATEGY OF AMUL

Amul generally uses  moment marketing  to capture the  audience’s attention . You can see, the above post got more than 1000 likes in just 1 day. In India, people are in love with Amul’s cartoon marketing. After Amul, new tech brands like Zomato also started using the strategy to gain attention. Many times Amul’s tweets go viral so this is a free  marketing strategy of Amul  to reach a larger audience.

YOUTUBE MARKETING STRATEGY OF AMUL

Amul has more than  4 lac subscribers  on YouTube . Amul follows a good  content marketing strategy  on YouTube. They started a trend during  Covid-19  #SimpleHomemadeRecipes which is still running. More than  3000 videos  are uploaded on YouTube of these series.

Professional  chefs shoot these videos  and  Amul uploads  them on  YouTube . Amul saves all its content creation money. They just edit & upload the video. Chefs also get the opportunity to be featured on a 4 lac subscribers channel so it’s a win-win game.

In my opinion, this is the best marketing strategy of Amul which everyone should learn from. Amul got millions of eyeballs by just uploading these other’s created videos.

Popular Marketing Campaigns of Amul Dairy Products

1) #celebratingdrkurien.

The campaign was started in 2018 as a tribute to Dr. Kurien. It was a bike rally from Jammu to Gujrat. During the campaign, bikers met those farmers whose life has been impacted by Dr. Kurien. It was a very big campaign.

This was a very successful campaign. Thousands of people from different villages met these bikers. All national news channels covered this news and Amul got free marketing without paying a single penny. This was a good marketing strategy of Amul in rural areas.

2) #amulrecipes

Amul started this #Amulrecipes campaign on YouTube. They created more than 300 videos during the campaign. Today Amul has more than 4 lac subscribers on its YouTube channel. Amul got a huge subscriber gain after this campaign. Many of its videos have lakhs of views. During the video, Amul is using their own products. Every recipe needs a dairy product so Amul started creating these recipe videos to showcase their products.

3) Amul Classics

This campaign was started during Covid-19. After a long period of time, Doordarshan started showing Ramayana and Mahabharat on Television. At that time, people demanded Amul to telecast those 90s ads again. These ads were shown on Television as well as social media platforms.

On YouTube, Amul created a playlist of 88 classic ad videos. These videos got thousands of views. Amul follows genius marketing strategies,  their  marketing doesn’t feel like marketing” because people love their ads and creativity.

Here we end our case study on Amul’s marketing strategy. Amul is one of the most loved brands in India. Their ads are so attractive that nobody can ignore them. In this case study, we have covered almost all marketing strategies of Amul. At the end of the article, we have also mentioned the names of Amul’s popular marketing campaigns.

During our 4 month digital marketing course in Jaipur , we teach hundreds of case studies to our students. You can also join our course to learn more marketing strategies of Amul. Thanks for reading. Do share this Amul case study with your friends & family.

Which marketing strategy of Amul, you loved the most? Tell us in the comment box.

FAQs Related to Amul Marketing Strategy

Amul sells all its product under one name i.e Amul. We can get Amul Ghee, Amul Dahi, and Amul cheese. Everything is available under one brand name. Whenever Amul launches a new product in the market, it starts selling with no advertising because people trust Amul. This is a wonderful marketing strategy of Amul which I loved the most.

Amul’s business model stands on the 5 pillars explained above in this article. Amul is not a company, it’s a cooperative society so the milk producers also get a good income by selling milk.

Amul has an internal marketing team. They plan and execute marketing strategies regularly to test the new products.

The two most famous marketing taglines of Amul are Amul Doodh pita hai India ” and  “The Taste of India “ .

Parmveer Singh Sandhu

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• Harvard Business School →
• Faculty & Research →
• May 2016 (Revised June 2017)
• HBS Case Collection

India's Amul: Keeping Up with the Times

• Format: Print
• | Language: English
• | Pages: 25

About The Authors

Rohit Deshpande

Tarun Khanna

Related work.

• February 2017
• Faculty Research
• India's Amul: Keeping Up with the Times  By: Tarun Khanna, Rohit Deshpandé and Namrata Arora
• India's Amul: Keeping Up with the Times  By: Rohit Deshpandé, Tarun Khanna, Namrata Arora and Tanya Bijlani