BY Manav, Sia, Alyssa and Advait .
Anand Milk Union Limited, commonly referred to as Amul is an Indian dairy cooperative, based in Anand, Gujarat. Founded in 1948, it is a brand managed by a cooperative body, the Gujarat Co-operative Milk Marketing Federation Ltd, which today is jointly owned by 3.6 million milk producers in Gujarat.
The Marketing Mix
Low Cost Strategy
The famous Amul girl
Low price is set to stimulate demand and gain market share.
Low Price Strategy
Affordable price for consumers.
Value for Money
May be achievable with higher volumes
Economies of scale
Allow any farmer in Gujarat to join amul provided they own a cow Collect the raw material (milk) from the farmers at a Village dairy cooperation society and pays farmers on the spot (happens twice a day) Milk collected is taken by chilled tankers (solved problem) and then begin to process Then product sent to wholesalers to distribute
However, due to a lack of proper maintenance and subpar cold storage transport, a lot of their inventory goes to waste. However, despite this they have one of the best distribution chains in India
Amul available in half a million retail outlets all over India They have done this by having more than 3500 distributors They also have around 47 different inventory hubs where they can store numerous products
Amul showcases immense creative advertising on almost every occasion. It speaks through its commercials. When the Hare Rama, Hare Krishna Movement started in Mumbai in 1969, Amul wrote in their advertisement, ‘Hari Amul, Hari Hari.’
Taking a selfie with your favourite Amul ice-cream giving you a chance of watching the famous Indian singing show, Li’l champs live. ‘Keep your body moving, moving’ dance contest.
Prizes and Contests
The famous Amul girl was created by Mr. Eustace Fernandes. The Amul girl came into existence to compete with the Polson Girl in 1915. Polson was a butter and coffee brand that incorporated the Paulson girl in their advertisements.
Amul also sponsors TV shows like MasterChef India and Star Voice of India. Association with these TV shows helps Amul gain mass media coverage and an opportunity to bind more with the youth. It sponsored the Indian contingent in the 2012 London Olympics and the Dutch national cricket team.
Sponsors and Awareness
Good marketing makes the company look smart. Great maketing makes the customer feel smart.