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 six years of age. 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. So how did Amul manage that? Let's take a look at the various Marketing Strategies of Amul:
Amul Marketing/Branding Strategies - Latest Updates
Amul's Branding as 'The Taste of India'
Amul’s Product Portfolio adds to its Marketing Startegy
Amul's Low-Cost Pricing Strategy
The 25 percent of Amul's Advertising Strategy
Amul Girl - Advertising Mascot of Amul
Digital Marketing Strategy of Amul
FAQs on Amul Marketing Strategies
Amul Marketing/Branding Strategies - Latest Updates
Amul never misses out on a chance to get noticed. It's recent topicals have gone viral all over the social media platforms. The list is endless! Have a look into some instances where Amul grabs on the opportunity that comes across and portrays the Amul Brand in yet unique ways.
May 10, 2021 - The New CM of Assam Chosen! see how Amul joined the bandwagon?
#Amul Topical: New CM of Assam chosen! pic.twitter.com/NFpMGg8kSh
— Amul.coop (@Amul_Coop) May 10, 2021
May 9, 2021 - On occasion of Mother's Day, Amul dedicated a new doodle to all the mothers. It features Amul 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 - India Postpones League!
#Amul Topical: IPL 2021 suspended due to CoVid -19! pic.twitter.com/QgzrDHkRJH
— Amul.coop (@Amul_Coop) May 5, 2021
Varad Kitey
Amul's Branding as 'The Taste of India' & Amul Girl as Mascot
The first aspect of the marketing strategy of Amul is branding. The major chunk that led to the Success of Amul is its Branding strategies. We are all aware of Amul’s tagline- ‘The taste of India’. The tagline banished the notion that bread and butter are a staple of only the British breakfast and pulled nationalism in. The never-aging girl who wore a polka-dotted dress, with blue hair and an orange face was the company’s icon. Amul marketed all of its products under a single name, which led to advertising merely costing one percent of its revenue.
Amul’s Product Portfolio adds to its Marketing Startegy
The second aspect of Amul's marketing strategy was Amul’s product portfolio. Amul’s variety of products catered to a large audience. While certain brands such as London diary, Baskin Robbins, etc., managed to capture few regional (ice cream) markets where they cater to high-end customers, Amul secured their standing in the overall dairy market. Their main target audience was however the middle and economic classes. The simple reason behind their retention of customers is because of the product pricing, which is discussed next.
Amul's Low-Cost Pricing Strategy
The third aspect is product pricing. It is one of the best promotional strategies adopted by Amul. It opted for a low-cost pricing strategy for products that are consumed regularly. This pricing strategy of Amul made it affordable for its target audience. Increasing the price of goods proportional to their audience’s increase in income helped them retain their customer base. A competitive pricing strategy, such as a one-on-one offer, was adopted for products facing heavy competition.
One such product line is ice cream. As Amul is a co-operative, it aimed to get the best price for the producer as well as the consumer, unlike certain companies that focused only on profit. But being an FMCG company surely involved a well-planned production, storage, and distribution network which is expensive. Yet Amul sold goods at affordable prices. How did they do that?
A well planned and executed logistics and supply chain model was incorporated. Amul was a three-tier cooperative structure.
- At the village level, there were cooperative societies producing milk
- At the district level, there were milk unions with processing centers
- At the state level, there were milk federations responsible for consolidation
This transparent model led to maximum returns for the suppliers- the farmers. As the prices increased, their income accordingly increased as well. Also, co-operatives are one big family. Surplus products were sent to areas with high demand and vice versa. So, that was the Amul distribution strategy. All the above-mentioned factors were 75 percent. Without the 25 percent, 75 percent was as good as zero. So what was the 25 percent?
Shubham Kumar
The 25 percent of Amul's Advertising Strategy
We reached the final aspect of Amul’s marketing strategy, 25 percent of Amul's advertising strategy. Without advertising, the target audience wouldn’t be aware of the existence of the product. Amul was (and still is) in the Guinness record for running the longest-ever advertising campaign. The butterly girl is thirty-nine years old now, though she certainly didn’t appear to be! Top of the mind positioning was achieved by Amul, meaning Amul was first thought of when it came to dairy. The butterly girl appeared in hilarious topical representations involving butter and current affairs!
Amul also came up with several taglines such as- ‘Amul Doodh Peetha Hai India’,’ Har Ghar Amul Ghar’,’Pehla Pyaar Amul Pyaar’ and so on in its short advertisement videos. Every advertisement was guaranteed to make you chuckle appreciatively at its wit, warm your heart, or tickle your funny bone.
Lakshya Singh
Amul Girl - Advertising Mascot of Amul
The well-know mascot of Amul - ' Amul Girl' is a cartoon of a young Indian girl dressed in a polka dotted dress with blue hair and a half pony tied up. The Amul Girl's first advertisement portrayed the Amul product - Amul Butter as 'Utterly Butterly Delicious'. Which was a total Hit!
An interesting story behind this - The Amul girl was created as a response to Amul's rival brand Polson's butter- girl. This sales strategy of Amul was conceived in 1967 once ASP (Advertising, Sales, and Promotion) clinched the brand portfolio from the previous agency FCB Ulka. The Amul Girl has been the face of Amul since 1966 and is considered the longest running advertising campaign.
Niku Mandal
Digital Marketing Strategy of Amul
While not as big a presence in television ads as it used to be, the advertising strategy of Amul through digital marketing made the most of it through platforms such as Facebook, Twitter, Instagram, and others. Amul’s digital marketing strategy also made it a point to connect with its customers and take care of any and every complaint rigorously.
These Seven aspects of Amul's marketing strategies made Amul a leader in its sector. While every company had its ups and downs, Amul managed to stand strong. Its emphasis on quality and integrity was what made it a survivor in the current market.
Piyush Mishra
FAQs on Amul Marketing Strategies
What is the Amul business model?
The Amul Model of dairy development is a three-tiered structure with the dairy cooperative societies at the village level federated under a milk union at the district level and a federation of member unions at the state level.
What is the tagline of Amul?
Amul tagline – 'The Taste of India'
How Amul is using the power of Marketing?
From a low-cost pricing strategy to reaching every nook & corner of the country, Amul's marketing strategy has no bounds. The most popular Amul Girl to its ad campaign - 'Amul Doodh Peeta hai India' Amul has won hearts of many by these popular advertisements. Amul has reduced its reliance on TV and is seen across various social media platforms now.
What is the target market of Amul?
Amul has a very wide target market. Amul is considered as a brand for the entire family. Its target audience starts from consumers aged 5 to people in their 70s. Amul caters to all income groups.
What is Amul's pricing strategy?
Amul has a low-cost pricing strategy for products that are consumed regularly. This pricing strategy of Amul made it affordable for its target audience. Increasing the price of goods proportional to their audience’s increase in income helped them retain their customer base. A competitive pricing strategy, such as a one-on-one offer, was adopted for products facing heavy competition.
Why Amul is a Successful Brand?
Amul has a well planned and executed logistics and supply chain model. Amul's low cost-cost pricing strategy that was affordable by any income groups was one of the main reason for Amul's success. Amul’s tagline- ‘The taste of India’. banished the notion that bread and butter are a staple of only the British breakfast and pulled nationalism in.
Why was Amul girl created?
The Amul girl was created as a response to Amul's rival brand Polson's butter- girl. This sales strategy of Amul was conceived in 1967 once ASP (Advertising, Sales, and Promotion) clinched the brand portfolio from the previous agency FCB Ulka.
What is the market share of Amul?
Amul is said to have clocked a growth rate of around 30% and has a market share of 86%.
What is the marketing plan of Amul?
Some business strategy of Amul or marketing plan of Amul:
- Branding.
- Product portfolio.
- Product Pricing.
- 25-percent Advertising.
- Digital Marketing.
Author: Gorish Dua
Source : https://startuptalky.com/amul-marketing-strategies/
Date : 2021-05-12T13:51:00.000Z