Amul’s marketing strategy covers numerous aspects of the business right from optimization and targeting to the company’s overall mission and goal, and the specific parameters that the company implements to become the top brand it has on the market. What is Amul’s marketing plan, then? Let’s address
Amul’s marketing strategy, and the reasons for its popularity
Brand Name: As they advertise all their items under one famous brand name – Amul, it allows more awareness of the product and leads to lower cost of advertising and publicity. Getting a top-of-the-mind location, outstanding supply networks, Great product range, and a low price strategy all helped the brand to expand.
Amul’s Product Portfolio: Amul has a wide product range, and it has been able to meet the expectations of all groups from children to the senior respectively. Amul includes the following products: Amul Milk, Amul Taaza, Amul slim trim milk and much more. Bread spreads such as Amul butter, Amul Lite, unsalted butter, garlic butter, Amul Cheese also Amul Drinks such as Amul kool flavored milk, Amul buttermilk Masti, Amul Lassi, Amul Ice cream, Paneer, Dahi, Ghee, Amul chocolates, fresh cream, buttermilk pocket.
Pricing Strategy of Amul : Amul mostly designed to cater to the demands of all economic classes without compromising on the value of its goods. Products which cover a large customer sector and are used on a regular basis such as milk, ghee, ice cream, cheese, butter are tested and delivered at rates lower than their competitors’. With the increase in the Indian economies, shipping costs, storage costs, labor costs, etc. have increased, but Amul still offers quality goods at a fair and affordable price compared to its rivals, making them the most preferred brand.
Innovation : Amul has also been considered to come up with new innovative products for various market segments. Amul has received the CNN-IBN Innovating Award for Better Tomorrow and also Global Dairy Innovation Prize in 2014 for its continuous development.
Tagline of Amul
The taste of India.
Mission & Vision of Amul
The mission of Amul India: Amul’s empowered and dedicated workforce is committed to producing nutritious and safe food of excellent quality to remain the market leader through the implementation of a quality control system, state-of-the-art technology, innovation, and environmentally friendly operations to delight customers and dairy producers.
The vision of Amul India – Amul has the vision to provide more and more satisfaction to the farmers, employees, and distributors.
Amul’Advertising Campaigns: In 1966 the first public appearance of the logo on posters was designed by DaCunha and Fernandes. The cute picture of Amul girl standing in prayer, with one eye closed and another on a butter pack with the lines, “Giving us our daily bread with Amul Butter this day” received an overwhelmingly positive reaction from the people.
Amul launched its first tv ad in 1970. It demonstrated how a guy is a bookstore start eating its toast with Amul Butter dripping on it. But the librarian is seen taking away his tiffin due to his noisy easting in the library, and not putting on even after constant warnings. But later she is seen saying Laws can be law. But one must make an exception with Amul Butter when getting a taste of it herself.
Amul Milk advertisements have the slogan “Amul Doodh Peeta Hai India. there’s many commercials that inspire children to drink the milk and they say” Amul lifts a glass to the power of the boy. One is the empowerment of women, which says “Amul lifts a glass to the strength of India’s women.” And then there is “Aage Badta Hai India. Amul peeta hai India
As part of its social media strategy, Amul had introduced the ‘Har Ghar Amul Ghar’ campaign in January 2014 to reach out to a new audience of digital media users. They have launched a line of films that are marketed only on the digital network, because it is easy to tell tales in a longer length than with the specified time as on tv. The advertisements are typically emotional stories that are often based around traditional families with amusing twists.
- Har Ghar Amul Ghar – is a dramatic comedy about childcare
- Pahla Pyaar, Amul Pyaar – is about how two teenagers fall in love
- Har Bachpana Amul Bachpana – is about how grandparents are like children
- Har Dosti Amul Dosti – is a friendship of 3 adults
- Har Umar Amul Umar – for neighbors of various ages (older children and uncles) and how they become closer
- Har Ghar Amul Ghar – Pyara Bandhan is the sister’s love for newborn babies.
The point is clear-cut. In 2011, in The Consumer Confidence Report published by Trust Research Advisory on 18 January 2011, Amul was rated the Most Trustworthy brand in the Food and Beverages market. Amul is No. 1 amongst India’s top 20 brand names.