Complete Marketing Mix of Amul – With Complete 4Ps Explanations

Some brands have grown exponentially since their inception. Amul is one of them. How did they manage it? What did they do to increase their customer base? What did they do to keep their consumers coming back? We think Amul’s Marketing Strategy played a significant part in all this, especially its digital marketing strategy. This article analyses a few digital marketing strategies used by the company and the Marketing Mix of Amul to better understand 4 strategies – pricing, products, placing/distribution and promotion so that you can get an insight into what they have been doing.

About Amul

Marketing Strategy of Amul Case Study - Amul

AMUL, also known as Anand Milk Union Limited, is an Indian cooperative dairy company founded in 1946, Gujrat and is managed by Gujarat Co-operative Milk Marketing Federation Ltd. (GCMMF).

The founder of Gujarat Co-operative Milk Marketing Federation is Dr Verghese Kurien and the current Chairman is Shri Shamalbai B. Patel.

Anyone, regardless of class, race, or gender, can be a member of the cooperative formed under the Anand Pattern, however, they are required to own a minimum of one cow or buffalo and are inclined on supplying milk.

Amul has been ranked number one in the list of top 1000 brands in Asia by Campaign Magazine. Their main aim was to establish a co-operative based society to cease consumer and farmer exploitation by the local milk cartels.

To know more about the company click here.

What’s new with Amul?

Here’s what was buzzing around Amul recently:

  • Amul and GCMMF are providing Gujarat dairy farmers with a Rs 1 per litre incentive for voting on May 7. Milk pouches carry messages like ‘Chunav ka parv, Desh ka garv’ to boost voter turnout.
  • Amul is setting up a new dairy plant in Rajkot with a capacity of 20 lakh liters of milk per day. 
  • Amul plans to invest Rs 4,000-5,000 crore over the next two to three years, largely into milk processing plants across the country. 
  • Amul has launched a number of new products in 2023 & 2024, including: Amul Cheese Spread, Greek Yogurt, Pro-Biotic Yogurt, A2 Cow Milk, Amul Panchamrit, Amul Immunity Shot Range, Amul Puffles, Amul Choco Buttery Spread and Amul Memory Milk
  • Amul is expanding into new markets both domestically and internationally. In India, Amul is focusing on increasing its distribution in tier 2 and tier 3 cities.
  • Expanding into the US market, Amul introduces fresh milk and plans to roll out various dairy products. Partnering with MMPA, the brand sets its sights on becoming a global powerhouse.
  • Amul is committed to sustainable practices and is working to reduce its environmental impact. 
  • Amul is the sponsor of the Afghanistan, Sri Lankan, and South African cricket teams.
  • Amul aims to become the largest dairy globally, already exporting to nearly 50 countries.
  • Amul is gearing up to introduce a ‘super milk’ with five times more protein than its standard offerings.

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Updated on: May 8, 2024

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Author's Note:

My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

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Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Aditya Shastri leads the Business Development segment at IIDE and is a seasoned Content Marketing expert. With over a decade of experience, Aditya has trained more than 20,000 students and professionals in digital marketing, collaborating with prestigious institutions and corporations such as Jet Airways, Godrej Professionals, Pfizer, Mahindra Group, Publicis Worldwide, and many others. His ability to simplify complex marketing concepts, combined with his engaging teaching style, has earned him widespread admiration from students and professionals alike.