CERTIFICATE

This is to certified that the content of this project entitled

“Marketing Strategy of Amul Products” by ITISHREE
MOHANTY is the original piece of work of her submitted to PG
department of commerce for consideration in partial fulfillment
of the requirement of Higher Secondary Education.

The original research work was carried out by her under my

supervision in the academic year 2020-2023. On the basis of the
declaration made by her, I recommended this project report for
evaluation.

MR. DHIREN KUMAR MAHANTA MR. RAMAKRUSHNA GOUDA

(Assistant Professor, Head of Department) (Faculty in Commerce) Department Of

Commerce

CERTIFICATE OF THE ORGANISATION

[2]
 DINABANDHU STORE, SECTOR-2, ROURKELA
Name of the owner: Mr. Pramod Kumar Sahu
Designation: Owner
Address: W/6, NAC Market, NIT Road, Rourkela 2
This is to clarify that the project entitled “MARKETING STRATEGY OF
AMUL PRODUCT WITH REF. TO DINABANDHU STORE” has been prepared
& submitted by ITISHREE MOHANTY for award of bachelor degree in
commerce to GOVT. AUTONOMOUS COLLEGE, ROURKELA. Some of the
study material & basic data are provided by DINABANDHU STORE. These
are only use for academic purpose.

DATE SIGNATURE OF THE OWNER

DECLARATION

[3]
I ITISHREE MOHANTY, ROLL NO –
20COH002 here by declared that the project
entitled “Marketing Strategy of AMUL Products” is submitted to PG
department of commerce for reward of Higher Secondary Examination is
original piece of work done by me.
I further declared that all data and information relating to this project are
made with primary data like personal interview, survey, public opinion etc.
as well as secondary data such as to help of text books, criticism of
literature, internal and social media. More than half of all photos are
personally captured by me whom I have showed in this project.

PLACE: ITISHREE MOHANTY

DATE: ROLL NO.: 20COH002

+3 FINAL YEAR COMMERCE (HONS.)

ACKNOWLEDGEMENT

[4]
The successful completion of any work would be always be
incomplete unless we mention the valuable cooperation and
assistance of those people who were a source of constant
guidance and encouragement, they served as bacon light and
crowned our efforts with success. I would like to thank Dr. Bijaya
Kumar Behera Sir, (Principal of Government Autonomous
College of Rourkela) for giving me the opportunity for this
project.

Again, I am deeply thankful to my guide Mr. Ramakrushna

Gouda Sir, faculty in commerce who has helped me and gave me
consistence guidance and enlightened direction in preparing
project report on “Marketing Strategy” lastly, I am thankful to my
family and friends for their never-ending support and guidance
which uprooted any trouble that come in my way.

[5]
 CONTENT

SL.NO PARTICULARS PAGE NO.

CHAPTER 1 INTRODUCTION
1.1 Concept of Marketing Strategy 9
1.2 How to create a successful 9-10
marketing strategy
1.3 Importance of marketing strategy 11
1.4 Types of Marketing strategy 12-14
1.5 About Amul 14-15
1.6 FMCG 15
1.7 Amul’s model 16
1.8 Amul’s target audience 16-17
1.9 Amul’s marketing campaigns 17-21
&strategy
1.10 Business Profile 22-23
CHAPTER 2 LITERATURE REVIEW 24
Literature review 25-27
CHAPTER 3
3.1 Objective of the study 28
3.2 Scope of the study 28
3.3 Limitations of the study 29
3.4 Data collection 29
3.5 Research & methodology 29-30
3.6 Sources of data collection 30
3.7 Sampling method 30
3.8 Sample size 30
3.9 Time period 31
3.10 Tools for data analysis 31
CHAPTER 4 DATA INTERPRETATION &
ANALYSIS
4.1 Analysis of response from shop 33
4.2 Analysis of response from customer 34-36
4.3 SWOT analysis 36-39
CHAPTER 5 FINDINGS, SUGGESTIONS,
CONCLUSION
5.1 Findings 41
5.2 suggestions 41-42

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5.3 conclusions 42
 BIBLIOGRAPHY 43
 EVIDENCE 44-47

[7]
 CHAPTER-1
INTRODUCTION

1.1 CONCEPT OF MARKETING STRATEGY:

[8]
In the most basic form marketing strategy is a plan to sell services or
products in a way that renders long term profitable growth for any
organization. It is like a road map for any brand, which guides it where to
go and what’s the best route to get there. Successful companies use
marketing strategy to deliver their offering to the customers to create
meaningful impact.
So, “Marketing Strategy is defined as an Organization’s Strategy that
combines all of its marketing goals into one comprehensive plan. A
business’s overall a game plan for reaching prospective consumers and
turning them into customers of their products.
Marketing strategy Definition from Philip Kotler-
Philip Kotler, one of the co-authors of the discipline-defining textbook,
Marketing Management, defines marketing strategy as the process to:

Kotler goes on to say, “Creating value is called product management. You

have to communicate value. That’s brand management. To deliver value is
called customer management. So you’re in three businesses: Product
Management, Brand Management, Customer Management.

1.2 HOW TO CREATE A SUCCESSFUL MARKETING

STRATEGY-
Apart from the points discussed in the above section of the article, what are
the key things you should include when working on your company’s
Marketing Strategy?

1. Begin with a documented marketing plan: A strong marketing

strategy requires research and communication. A written plan with
crucial information acts like a roadmap for marketers to travel to
your desired destination—the goals you aim to influence.
2. Understand your target audience and the market: Researching
customers, market trends, and competition empowers marketers to
differentiate products, pricing, distribution, promotion, packaging,

[9]
 and positioning. Accurate research to direct marketing efforts is
essential for a marketing strategy—and team—to be successful.
3. Define your unique value proposition and key differentiators: In
this step, marketing strategists translate
research into action. Marketing must influence
product research and development, brand
identity with visuals and voice, and unique
positioning and benefits statements.
4. Set marketing goals and objectives: After
marketing strategists understand the market
opportunity, they may set smart, measurable,
achievable, relevant, and timely (SMART) goals.
5. Identify the marketing approaches and media to reach your
target audience: The goal of marketing is to generate profitable
customer action. Marketing strategy focuses on stakeholders and
practitioners by documenting marketing funnel stages, selecting the
marketing tactics with the greatest potential to influence the goals
and objectives, and defining the channels the organization will
leverage to execute the plan.

6. Execute and publish marketing activities: A marketing plan is only

beneficial when a company actualizes it. Marketing strategists must
identify when campaigns will launch and how contributors will
collaborate with their resources to make the vision a reality.
7. Measure and analyze results: Marketing strategists know that if
you ship but neglect to measure your impact, you haven’t achieved
anything. Successful marketers measure how their activities
influence the goals and objectives outlined in the marketing strategy.
From there, ideation from audits may lead to tests and iterations that
may be even more influential in achieving marketing goals.

[10]
1.3

IMPORTANCE OF MARKETING STRATEGY-

 Marketing strategy provides an organization an edge over its
competitors.
 Strategy helps in developed goods and services with best profit-
making potential.
 Marketing strategy helps in discovering the areas affected by
organizational growth and hereby helps in creating an organizational
plan to cater to the customer needs.
 It helps in fixing the right price for organization’s goods and services
based on information collected by market research.
 Strategy ensures effective departmental co-ordination.
 It helps an organization to make optimum utilization of its resources
so as to provide sales messages to its target market.
 A marketing strategy helps to fix the advertising budget in advance,
and it is also develops a method which determines the scope of the
plan, i.e., it determines the revenue generated by the advertising plan.

[11]
 In short, a marketing strategy clearly explains how
an organization reaches its predetermined
objectives.

1.4 TYPES OF MARKETING STRATEGY-

Social media Marketing strategy-Today, social media
marketing is a huge part of any business’s marketing
plan as it’s a hugely compelling way to drive traffic,
build brand awareness, and take advantage of
the social selling revelation that’s taking over online
marketing.
According to recent data, around 54% of social media users use social
platforms to research brands and products, and 89% of consumers who
follow a particular brand will purchase from that brand.
With these figures, if we’re not utilizing an effective social media marketing
strategy, we’re missing out on untold rewards.

Inbound marketing strategy-An inbound marketing strategy is all about

pulling customers in and driving traffic to your website or products. Rather
than using “disruptive” marketing techniques (like TV advertising),
inbound marketing is about lead generation using people who have shown
interest in your products, services, or brand as a whole.
Email marketing can be a good example of an inbound marketing strategy.
If someone has subscribed to your mailing list, chances are they’re at least
somewhat interested in what you have to say. This enables you to take a
softer approach to your marketing, as these leads are already more likely to
become sales.
Another inbound marketing strategy could be blog posts. People will only
see blog posts relevant to their search terms and interests, meaning they’ve
expressed a need that at least somewhat relates to what
you’re selling.
Content marketing strategy-A content marketing
strategy is likely to overlap with an inbound marketing
strategy, but it is more specific. With content marketing
strategies, you focus on content creation that will draw
people in and build interest.
This is likely to cover blog posts and white papers and
can even overlap with your social media marketing.

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Effectively, any part of your marketing campaigns that require content will
require an effective content marketing strategy.

SEO marketing strategy-SEO should form part of all the different

marketing strategies. Still, you may find it beneficial to have some of your
marketing efforts explicitly dedicated to SEO, as this is likely to be your
primary source of lead generation.
SEO (or Search Engine Optimization) is pretty much what it says on the tin:
the art of using keywords and phrases to boost your visibility when users
search for relevant terms on the internet. Getting SEO right is arguably the
best way to drive traffic to your website and should be front of mind in all
your digital marketing and content marketing strategies.
Naturally, SEO goes beyond just keyword optimization and considers a
plethora of other aspects to help you rise on those search engine results
pages (SERPs). So, it’s a good idea to have at least one marketing team
member dedicated to the latest SEO trends so you can rank #1 on Google.
Amul holds the #5 website rank in the food and drink category and is at
#181,495 globally.
Word of mouth-Word-of-mouth advertising (WOM advertising), also
called word of mouth marketing, is the process of actively influencing and
encouraging organic word of mouth discussion about a brand, organization,
resource, or event.
Top 2 Reasons Word-of-Mouth Marketing Works:
 Social Currency
 Triggers

Social currency relies on the idea of exclusivity. In short, we like to feel

special. Hearing about an underground club or secret menu item triggers
our need to belong to an exclusive group.
Coca-Cola “Share a Coke with Friends”: Omni channel WOM-
Coca-Cola’s campaign asked for consumers to participate by sharing a
personalized soda bottle with friends, in person and on social media.

[13]
Coca-Cola even supported the campaign with events where consumers
could create their own personalized Coke bottle.
Pay per click –Pay-per-Click (PPC) is a digital
advertising model where a business pays an
ad publisher for every user click on their
advertisements. While "PPC" is often used
exclusively to describe search engine advertising
platforms such as Google Ad Words, the business
model is used by a variety of advertisers. The benefits of running PPC
advertising include: Cost effective - because you
only pay when a user actually reaches your
website; it can be good value for money.
Brand marketing-Brand marketing is the
process of establishing and growing a
relationship between a brand and consumers.
Rather than highlighting an individual product or
service, brand marketing promotes the entirety of the brand, using the
products and services as proof points that support the brand's promise.
1.5 ABOUT AMUL-
Anand Milk Union Limited, popularly known as Amul is a cooperative
society based in Anand, Gujarat in India. The company was started with the
motive of providing welfare to the farmers and in the process; it went on to
establish itself as one of the most successful brands in India.
Amul word derived from Sanskrit word amulya, which means priceless.
Amul was established in 1946 not merely as a brand but a movement too. A
movement that gave the farmers of Gujarat the courage to Dream, Hope,
and Live. It was founded with the purpose to stop the exploitation done by
the middlemen “Pestonjee Edulji” who marketed Polson butter.
Dr Verghese Kurein, who is known as the “Milkman of India”, was
responsible for turning India from a milk deficient country to the largest

[14]
producer of milk in the world today in which Amul has played a key role.
He left his government job and decided to join Tribhuvandas Patel and
Morarji Desai who were trying to unite the farmers and form a
cooperative movement against exploitation.They hence started the Milk
Cooperative movement “Kaira District Cooperative Milk Producers Union
Ltd”, which was later renamed “Amul”.
Currently, Amul is still a cooperative company run under the guidance of
RS Sodhi, who is the Managing Director (MD) of the company. It is
supervised by Gujarat Cooperative Milk Marketing Federation Limited
(GCMMF). The company operates in the FMCG sector and has rich expertise
in the dairy segment of the industry. It has earned a lot of respect and
recognition across the world by making its presence in the global dairy
trade.
1.6 FMCG-
FMCG-Industry Overview
Indian FMCG sector size poised to reach USS 47 bn by 2013 and USS 74 bn
by 2018, growing annually at 10-12%.
By 2025, total consumptions is likely to quadruple making India the 5 th
large consumer market. Organized retail is expected to grow by 14-28% by
2015 thereby boosting FMCG growth. Indian rural market currently worth
US$ 9 bn is expected to become a US$ 100 bn opportunity by 2025.
Indian FMCG industry worth US$ 29 bn roughly constitutes 2.2% of India’s
GDP. Within the FMCG sector, food products are the largest consumption
category. Strategic focus on rural marketing, innovations, niche consumer
segments, experts. Life style products to further the current 10% annual
sector growth.

[15]
1.7 AMUL MODEL-
This model aims to provide ‘value for money to the customers and protect
the interests of farmers simultaneously’.
The Amul Model is a three-tiered structure that is implemented in its dairy
production:
 Amul acts as a direct link between milk producers and consumers
that remove the middlemen which help them offer products at
affordable prices.
 Farmers (milk producers) control procurement, processing, and
marketing.
 Run by Professional Management

With this model, Amul has made a significant impact in the market along
with taking care of the farmers and also providing value for money services
to its customers.
Let us now understand Amul’s target audience in the next section.
1.8 AMUL’S TARGET AUDIENCE -
Amul has targeted the mass market of India with no premium offerings and
works on providing the best quality products at affordable prices.

So, Amul formulates its pricing policy on the low-cost price strategy which
has attracted a lot of customers in the past and it continues to do so.

Now let us understand Amul’s target audience based on customer-wise

targeting and industry-wise targeting. Their strategy divides the target
audience on the following two bases:
1.8.1 Customer-Based Target Audience
Segment-wise breakdown of Customer-Based target
Audience
Customers Amul Products
Kids Chocolate, Amul Kool, Amul Milk
Youth Amul Pizza Cheese, Cheese spread
Health Conscious Amul Shakti, Amul Lite Butter
[16]
As the table showcases how Amul has its product range targeted towards a
diversified customer base.

1.8.2 Industry Based Target Audience

Amul has segmented Milk for various industries such as ice-cream
manufacturers, restaurants, coffee shops, and many similar industries.
Further, it has segmented Butter, Ghee, and Cheese for bakeries, pizza,
snack retailers, confectionaries, and many more.
The target audience study tells us that Amul has a strong presence in both
business-to-business (B2B) and Business-to-Customers (B2C).
This is how Amul’s target audience is served, given that it has a decent
concentration in both B2B and B2C segments. Let us understand the
marketing strategies and campaigns implemented by them to market
themselves in the next section of this case study.

1.9 AMUL’S MARKETING CAMPAIGNS AND STRATEGY -

In this section, we would go through Amul’s social media marketing
strategy and campaigns implemented by them.

1.9.1 The Story of the Amul Girl, India’s Most Loved Ad Icon:
Amul Girl is the official mascot of the Amul brand. It is a
hand-drawn cartoon of a young Indian girl dressed in a
polka-dotted frock with blue hair and a pony tied up.
The Amul Girl was created as a response to Amul’s rival
brand Polson’s butter-girl back in 1967. It has made a
world record for the longest run ad campaign that ever
happened on planet earth!
Amul’s mascot strategy has worked out very well offline
but lets us now check how is it working on the digital
fronts.

1.9.2 Amul’s Digital Marketing Strategy:

In this increasingly digitized world, every brand needs to revamp its
marketing strategy. Amul too has cut down its expenditure on TV Ads and
has started focusing more on the online form of advertising just like its
competitors.

[17]
But before that let’s have a look at its social media presence from the below
table:

Social Media Overview

Facebook Instagram Twitter

16,28,390 followers on Facebook 3,14,000 Followers on Instagram 3,35,000 Followers on Twitter

Their most popular creatives on Facebook and Instagram revolve around

the Amul Butter Girl the buzz-worthy happenings all around the world.
Let’s now take a look at some of Amul’s digital marketing campaigns which
were a hit on Facebook as well as Instagram.
“Eat Milk with Every Meal”
In 2013, Amul hired a digital marketing agency
called Draftfcb Ulka to come up with a campaign for
the digital space as well as print.
The objective of this campaign was to educate Indian
buyers about the goodness of milk and it’s by
products.
In older times milk was considered the world’s
favourite energy drink but in the present era of junk
food, the importance of milk has been undermined.
So, in this campaign, Amul focused on repositioning
Milk and its entire range of dairy products to seem trendy and tempting to
all. National Milk Day Campaign
On 26th November 2019, Amul celebrated National Milk Day by launching a
new campaign by using hashtags like, #CelebratingDr.Kurien #BikeRally
#VaranasitoAnand & #26November.
The objective of this campaign was to connect with the youth and inspire
them to be purpose-driven and motivated in their lives.

[18]
1 Amul on Twitter-
On Twitter, Amul has a massive fan base of
over 335K followers given that Twitter is a
very different platform when compared to
other social media platforms.
On various occasions, Amul posts fun
graphics featuring the Amul Butter Girl. Many people connect with those
graphics and retweet them to show how they feel about the latest
happenings in the world.
Twitter is a great platform for a brand to engage with its customers. Taking
advantage of this, Amul tries to conduct interactive activities like contests
and giveaways.

2 Amul on YouTube-
Amul is also present on YouTube and it enjoys about 4,03,000 subscribers
on its official YouTube channel called, Amul the Taste of India. However, On
YouTube, it puts out advertisements that are previously aired on television.
Although, during the Covid-19 pandemic when the country was in
lockdown, Amul started a new campaign called Simple Home-Made Recipes
that was also promoted as “#SimpleHomeMadeRecipes”.

i. Amul’s Digital Marketing Strategies during COVID-19:

Despite lockdown and Amul also being an
FMCG brand, sales have increased due to
excess consumption of households during
the lockdowns and its presence on E-
commerce sites like Grofers, Big Basket,
Paytm mall, etc. However, it has also
doubled its spending on its marketing
efforts.

During the lockdown, everyone avoided stepping out of

their homes and even if they did, nobody wanted to
travel too far for their food supplies and put their

[19]
safety at stake. So, Amul went one step ahead and created an App to help its
customers locate Amul products near them.
Let’s now have a look at the Marketing campaigns launched by Amul during
the lockdown

 Amul Classics-
So, we all know that Doordarshan had started airing Ramayana and
Mahabharata again after a span of a long time. So, Amul received a lot of
requests from customers to start airing their old 90s retro ads again.
That’s when Amul took its customers on a
nostalgic trip by airing its old com online
as well as on TV. *Hums Amul Doodh
Peeta Hai India in my head *
So, Amul is making a lot of effort to
increase its visibility for the Indian public
which is sitting home and consuming
content on Social Media platforms.

1.9.3 STP Model of Amul:

The segmentation of Amul is the mass population & in general, you will
find people of all different age groups & demography enjoying Amul
products. this is because Amul is not only present in ice-cream but also in
milk, butter, cheese & other products. The target customer is the regular
middle class people. This is because higher end customers do have a lot of
high-end products as an alternative in ice-cream. However , for other
products like butter & ghee etc, both high & low end customers is the
target. In terms of positioning, Amul is the top in mind positioning,
because it is the first brand which comes in the mind when someone is
talking of ice-cream, cheese, butter or any other milk base product. It has
positioned itself as a family brand.
1.9.4 Brand Equity:
Because of the excellent products, the top of the mind
positioning, the fantastic distribution & supply chain
channels & finally the point of purchase branding &
advertising of the Amul girl, Amul finds itself in a very
strong position where is brand equity is concerned.

[20]
1.9.5 BCG Matrix: (Boston Consulting
Group)
BCG Matrix (also called growth-share-
matrix) is a portfolio planning model used
to analyse the products in the business’s
portfolio according to their growth &
relative market share.

1.9.6 Product portfolio:

Amul’s product portfolio includes wide range of dairy products, including
butter, cheese, milk, ice-cream, yogurt, and more. Amul’s variety of
products caters to different age groups, lifestyles, and dietary preferences.
For example: Amul’s low-fat and sugar-free ice-cream products are
designed for health-conscious consumers, while its flavored milk products
are aimed at children and teenagers.

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1.10 BUSINESS PROFILE:
 Industry name: Indian Grocery Shop
 Business group name: Dinabandhu Store
 Incorporation date: 2017
 GSTN NO: 21AXTPS5547A1ZD
 Address: NAC Market, Shop No- W/6, NIT Road, Sector-2
 Entity TYPE: proprietorship
 Nature of Business: Retail Business
 City: Rourkela
 State: Odisha
 Country: India
 Pin code: 769006
 Telephone NO: + 919938165814, 9437085059
 Email:

1.10.1 HISTORY OF THE BUSINESS-

Dinabandhu Store is a general retail stores from where we purchase our
everyday household items. Like other general stores, Dinabandhu Store
also has partnered with many FMCG distributors, so most of renowned
brands are available here (i.e. Amul, Coco-Cola, Lays, Kissan). This business
is listed under Indian grocery store category. It has received an average
rating of 4.7 stars.

It operates B2C business model, the place

where all class of people can buy their daily
needs for marketing company give the
punch line ‘isse, accha aur fresh kahi nahi’. As we are more concerned
about the Amul products, let’s have a look, what kind of products from
Amul, the store is selling.

[22]
1.10.2 GROWTH:
The growth is all dependent upon the strategies taken by the shop owner
with every new Champaign. Sometimes it increases by 50% & many times
it falls seen the decrease of 20% according to the market.

1.10.3 FUTURE PLAN: The shop is proposing to expand its online &
home-delivery business to increase its reach to the customers.

1.10.4 GROUP VISION:

Future group shall deliver everything, everywhere, everytime to every
customer in a most profitable manner & to provide more and more
satisfaction to its customer.

1.10.5 GROUP MISSION:

Mission is to increase their sales in minimum cost with maximum profit.
This means gaining the highest percentage of total market share.

 We share the vision and belief that our customer & stakeholders
shall be solved only by creating & extenuating future scenarios in
the consumption space leading to economic development.
 We will the trend setters in evolving delivery formats, crating
retails marketing consumption affordable for all customers
segment for classes & for masses.

[23]
 CHAPTER-2
LITERATURE REVIEW

[24]
 LITERATURE REVIEW

A. PROSPECTS AND CHALLENGES IN IMPLEMENTING E-BUSINESS

STRATEGIES FOR RURAL ENTERPRISES: A CASE OF DAIRY
COOPERATIVE IN INDIA: -Harekrishna Misra 2008 4th IEEE
International Conference on Management of Innovation and
Technology, 486-491, 2008- Electronic mediation in conducting
business ldquoon-linerdquo (e-business) in enterprises is well
accepted. However, adopting a suitable e-business strategy has
remained a challenge for enterprises. E-business related complexities
are growing manifold in rural enterprises, especially in Indian
context, because of limitations in bringing all stakeholders to
common mediating platform with equity.
B. A STUDY ON AMUL’S PROMOTION STRATEGY: -Tushar Jain,
Debashish Mitra, Ishaan George ,International Journal in
Management & Social Science 4 (1), 381-385, 2016-“Amul is one of
the biggest players in the Indian market and have a huge market
share. It is the brand of choice trusted by a lot of people in India.
There are many reasons behind the success. The Promotion strategy
adopted by! Amul is one such reason.”
C. CSR IMPLICATIONS TOWARDS QUALITY ENHANCEMENT THROUGH
EFFECTIVE MARKETING WITH SPECIAL REFERNCE TO AMUL:-
Neelima B Nimhorkar , JournalNX, 204-205, 2018- In the
contemporary business paradigm, companies cannot focus solely on
monetary gains.. However, companies have now realized the
relevance of Corporate Social Responsibility in the field of marketing
for their short and long-term objectives... As a result, today more than
90% of consumers say that they are more likely to buy from a
company that supports and engages in the activities to improve
society.“Corporate Social Responsibility is not about managing,
reducing and avoiding the risk. It's about creating opportunity,
generating improved sustainable profitable performance for people
and planet”. In short, Corporate Social Responsibility is based on the
three P's i.e., people, profit and planet which resolve around Social,
Economic and Environmental development of the nation as a whole.
D. MARKETING STRATEGIS IN DAIRY INDUSTRY: A CASE STUDY ON
AMUL DAIRY:-Gedela Rakesh Varma, Jaladi Ravi,International
Journal & Magazine of Engineering, Technology, Management and
Research 4 (4), 510-517, 2017-Dairy is a worldwide agricultural
[25]
 production. People milk dairy animals exist almost in every country
around the world, and up to one billion people live on dairy farms. It
is a widely known fact that the dairy sector directly contributes to the
economies of a number of communities, regions and countries. An
organization's concept combines all its marketing goals into one
comprehensive plan.
E. WINNING THE GAME OF THRONES THROUGH WCM-A CASE STUDY
OF AMUL: -An International journal of humanities and social sciences
6 (1), 187, 2018-The biggest co-operative in Milk sector was
established to not to cooperate with Polson, an existing giant supplier
of milk to the western India of 1940‘s. Amul has always been known
for innovations and strategies. 7% of total milk production in India is
coming from Punjab which is always considered as an agriculture
state and major part is coming from AMUL i.e., 28%.
F. INNOVATION PROCESS IN COOPERATIVES: THE CASE OF AMUL,
INDIAN’S DIARY GIANT: -Prajakta Khare, ICSB World Conference
Proceedings, 1, 2014 -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. Today, the GCMMF
(Gujarat Cooperative Milk Marketing Federation Ltd) markets the
Amul brand that includes a range of dairy products including milk,
cheese, yogurt, ice cream etc.
G. ADVERTISING FOR AMUL BUTTER: CAN A CLASSIC CAMPAIGN
SUSTAIN FOREVER? :-Gajendra Singh Chauhan, Sudhanshu Gupta,
Indian Scholar , An International Multidisciplinary Research e-
Journal 7, 2021-Almost everyone in India grows up watching Amul
butter girl, one of the loveliest and adorable advertising mascots that
have become an ultimate breakfast brand. Of all the advertising
brands, Amul butter and its girl remain ever fresh and lasting in our
memories since its inception.
H. TOPICAL ADVERTISEMENTS & BRAND MASCOT- A STRATEGIC
COMBINATION FOR BRAND POSITIONING: STUDY OF AMUL:-Swati
Bisht,Turkish Journal of Computer and Mathematics Education
(TURCOMAT) 12 (7), 732-737, 2021-The business world is
undergoing a sea change with the introduction of new products and
services every day. Competition is getting stiff and every company is
battling for that space in the mind of the customers and thus
positioning their offering rightly. Advertisement strategies used by
one of the most successful brands offered by AMUL i.e. AMUL butter.

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 AMUL Butter uses both brand mascot and topical advertising making
it together a powerful strategy for the brand to offer to the target
market.
I. SEMIOTIC ANALYSIS OF VISUAL ELEMENTS OF AMUL PRINT
ADVERTISEMENT DURING COVID 19:-Riya Maurya, Dheeraj Kumar,
E-ISBN, 25, 2021-Advertising always plays a vital role in shaping
general understandings. Visuals have always been proven better than
words., due to nationwide Lockdown. Amidst pandemic Amul, a
brand which is known for their best Visual Communication has come
with print advertisements based on COVID 19 also covering the large
area of Health Communication. The researcher in this paper will
study about visual elements (Character, Slogan, Color, Typography,
and Composition) of AMUL print ads published during COVID 19
period. The study will be carried out using Semiotic Analysis based
on Charles Pierce’s and De Saussure’s theory.
J. A COMPREHENSIVE STRATEGIC EVALUATION OF SUCCESSOF of
AMUL MODEL:-N Shankar, PV Perumal, EXCEL International Journal
of Multidisciplinary Management Studies 4 (6), 222-232, 2014 -A
Strategy is an action that managers take to attain one or more
organizational goals. Amul is a cooperative organization which yields
success in its business and set an example that a cooperative
organization could effectively sustain its business than a corporate.
In this analysis, various strategies adopted by Amul are described. In
the changing environment of business, Amul initiates transformation
in advance and exhibiting its competencies.

CHAPTER: 3
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3.1 OBJECTIVE OF THE STUDY:
As we all know that Amul marketing strategy is umbrella branding
wherein, it markets all of its products from milk, cheese, ice-creams to
chocolates under a single brand name.
Here, are some of the main objectives of my project are as follows:
A) To know the factors which influence the consumer to prefer Amul.
B) To get the better understanding of brand positioning
C) To offer pragmatic suggestion for growth & development for Amul.
D) To know the present scenario & the preference of Amul with
compared to other brands.
Allied objectives:
A) To analyze the competition
B) To analyze the customer perception towards quality & store service.
C) To study the challenges & future prospects of the store.

3.2 SCOPE OF THE STUDY:

The scope of marketing is determined by the marketing offering of a
business. Market offering is a combination of goods, services, ideas,
persons, places, information etc., offered to a market to satisfy specific
needs and wants of people.
Market offerings are not limited to physical goods. they include many other
services which are not tangible in nature and can’t be owned by the buyers.
The scope of the study are as follows:

 Pricing decision
 Feedback from customers
 Channel of distribution
 Physical distribution
 Promotional decisions
 Environmental analysis
 Responsibility towards society
 Products and services

3.3 LIMITATIONS OF THE STUDY:

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  Today’s market is characterized by tremendous changes. whatever is
applicable or relevant today is outdated tomorrow (AMUL). Due to
rapid changes marketing research cannot serve the purpose.
Research results are outcome available after the specific time period
seen irrelevant or meaningless.
 Marketing research is based on trust & accuracy. Right from the
identification of problem to the final outcome all depend on trust. It is
interesting & shocking to state that marketing research doesn’t solve
any problem directly. It is not a problem-solving technique but can
assist to solve it.
 In current scenario there is increase in market share of Amul so the
selling of that shop is higher & may after sometime there will be
decrease in there share due to competitors so may the shop will face
decline in the sale of Amul.

3.4 DATA COLLECTION:

This research can be broken down into two broad categories: Primary and
Secondary Research. Actionable market research must start with primary
sources. And as we have noted before the ideal time to conduct primary
reach “it’s before crucial decision are made about a product.” In other word
we can say that data is the basis of all static operation and primary data is
the simplest of all data.
This project is based on both primary and secondary data, through which I
should collect the data about the marketing strategy of Amul. How an
organization opt various flexible strategies to reach to its customer at
affordable price. I also collected secondary data from magazine, official
website of Amul in fb, Instagram and many other sources.

3.5 RESEARCH & METHODOLOGY:

It is systematic approach to solve research problem. A good research work
requires a class scientific methodology because only through the
application of correct methodology and appropriate tool of data collection,
a well-founded conclusion can be drawn on the phenomenon under
consideration.
A marketing strategy of amul is a long-term marketing strategy designed to
stimulate interest in a product or service. Small business owner can make
use of marketing techniques for purpose such as generating additional
traffic in their location or luring business from the competition.
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Research design is the arrangement of condition for collection and analysis
of data in a manner that aims to combine relevant to the research.
Descriptive research focus on the accurate description of the variables in
the problem model any source of information can be used in descriptive
study.
Although most studies of this nature rely on secondary data sources of
survey research. The sampling design followed in the survey is simple
random.

3.6 SOURCES OF DATA COLLECTION:

The task of data collection begins after research problem have been defined
and research design checked out.
The research data can be obtain data from-
a. Primary Data
b. Secondary Data
a) Primary Data: - It refers to first-hand information collected by
researcher specific to research problem.
 Questionnaires
 Personal Interview
b) Secondary Data: - It is the information that already exists for another
purpose; this refers to those data which are collected from some earlier
research work.

 Book
 Magazine
 Newspaper
 Website

3.7 SAMPLING METHOD:

There are methods of sampling in the context of my project study we have
selected known probability sampling method and under that we have taken
convenience sampling. Under this we have prepare a simple questionnaire
to collect the information.

3.8 SAMPLE SIZE:

The sample size of this study is 38 customers.

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3.9TIME PERIOD OF THE STUDY:
The study is conducted on duration of 1 to 1.5 months from 06-12-2022 to
25-01-2023.
3.10 TOOLS FOR DATA ANALYSIS:
The tools used for Data Analysis are-
A) Pie Charts B) Diagrams C) Google Forms D) Graph

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 CHAPTER:4
DATA ANALYSIS&INTERPTRETATION

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4.1 Analysis of response from Dinabandhu :
1. What is your GSTN number?
Ans: 21AXTPS5547A1ZD
2. What is your signature product?
Ans: AMUL Ice-cream
3. How do you advertise your business?
Ans: The business has been advertised by using high quality
visuals,pamplets .Participate in local and community events ,By offering a
discounted or free product/service.
4.What is unique about the shop?
Ans: Invest in store design , create communityhubs, quick service & their
behaviour regarding customers .
5. How much time do you spend working on business each day?
Ans: Approximate 15 hrs.
6.What made you to sell the amul products & what challenges youre
trying to solve?
Ans: It requires very little investment & working capital.
Challenges:Neglecting store operation,declainning quality customer
service, time taking to adapt new trends.
7: What are the changes you have noticed from 2017 to 2022 on
consumer buying behaviour towards AMUL?
Ans: become more aware about expiry date, quality conscious &
demanding.
8: what is your annual turnover?
Ans: 4-4.5 lakhs
9: what is your technique to reach your predetermined goal?
Ans: Improve team communication&feedback culture,provide more growth
& learning opportunity to each member of the team, avoid under-stocking.
10. How would you handle stocking needs, including when to order
new items?
Ans:Having a look on the demand of this month we will order for next
month but by avoiding over-stocking.
11. How do you handle complaints and retain customers with
concerns?
Ans:Listen to the complaint , record details of the complaint,get all the
facts,discuss option for fixing the problem,act quickly,keep your
promises,follow up.
12. In how many months/days you recover your cost in terms of
profit?
Ans: Once he invested it takes 3-4 months to cover their 80% of profit.

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4.2 Analysis of response from customer:
 Age wise classification:

Age group No of Respondents % Of Respondents

15-25 34 89.47%
25-35 3 7.89%
35-45 - -
45 & above 1 2.64%
Graph showing age wise classification:

Interpretation:
A total of 38 respondents participated in our questionnaire out of which
89.47% comes under the age group of 15-25, 7.89% from 25-35 age group
& 2.64% comes under the age group of 45 & above.
 Most preferred brand by customers:

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 Interpretation:
The above pie chart shows that 10.5% respondents out of cent %
tends to buy products from the brand OMFED and 2.6% of customers
prefer NESTLE brand. Rest 86.8% prefer to buy products from the
brand AMUL.
 Chart showing why most of the people`s first preference is
AMUL:

Interpretation:
This graph shows that the reason why our respondents buy Amul
products. It completely shows that our respondents believe more in taste
and quality of Amul products rather than its brand.

 Most consumable products:

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 Interpretation:
By the above pie chart, we came to know the most consumable product
of AMUL by some of the respondents like 73.7% of the consumer
consumes amul ice-cream and 13.2% of the consumer consume amul
milk as compared to other amul products like ghee, butter, chocolates.

 Chart showing buying experience :

 Interpretation:
From the above bar graph, we came to know the buying experience of
consumer regarding Amul products. like as shown above approx.
36.8% (14 respondents) of the consumer rate the product as
excellent one and further approx. 55.3% (21 respondents) of the
consumer rate the product as good and 7.9% (3 respondents) of the
consumer rate the product as fair.

4.3 SWOT ANALYSIS:

SWOT Analysis is a strategic analysis framework used to evaluate the
competitive position of the company for developing strategic plans.
SWOT stands for Strengths, Weaknesses, Opportunity and Threats of the
company to assess the internal and external factors, along with present and
future potential. Amul is a really strong and dominant brand in its category.
The SWOT Analysis of Amul that I have shared with you below is based on
my understanding and my research of the success story of Amul.

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Strengths of Amul: A strength is something that comes from within the
company, from its people, its process or the resources employed by it.

 Investment in Technology: Amul has experienced exponential growth in

the last few decades. The company is continually investing in adaptive
and revolutionary technologies within the dairy industry.
 Production Capacity: Amul is one of the largest manufacturers of milk
and dairy products in the world. The company is managed by the Gujarat
Co-operative Milk Marketing Federation Limited, which is a dairy
producers cooperative which supplies the company with almost 18
million liters of milk daily.
 Market Share: Amul has transformed itself into the market leader of
milk and dairy products in the country. For instance, Amul has a market
share of 33 per cent in the organised ice cream industry. The ice
cream market is expected to grow by 30 per cent.
 Strong Brand Value: The Amul girl, is the company’s mascot which
features on its advertisement is one of the oldest & most iconic brand
mascots which Amul uses even today.
 Large Consumer Base: The company has a large consumer base which
spreads across the urban and rural regions of the country. This wide-
reaching consumer base has allowed the company to maintain distinct
leverage over its competitors

Weaknesses of Amul: Just like the strengths, weaknesses are also internal to
the brand or the company. You could see it as lack of certain aspects in the
business that makes it vulnerable. Sometimes, certain strengths bring with them
certain weaknesses. Examples of that is, however, the matter of another blog
post.

So, here are the weaknesses from the SWOT Analysis of Amul.

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  High Operational Cost: Amul has a high operational cost due to its
massive size and complex structure. This can become problematic for the
company if the company experiences fall in demand. The company
also heavily depends on the dairy unions and communities for its
supply of milk. These issues can add up to the operational cost of the
company and lower its profit margins.
 Lack of Success in Certain Areas of Portfolio Expansion: Amul has
expanded its product portfolio to add products such as butter, ghee,
buttermilk, flavoured milk, ice cream, chocolates, cheese, creams, sweets
and more. However, not every product of Amul within its portfolio
has tasted the same amount of success.
 Frequent Legal Issues: The company has faced legal issues in the
recent past wherein Amul chose to advertise its products while
disparaging the brand and products of its rivals. This led to Hindustan
Unilever filing a lawsuit against Amul in the Bombay High Court. In
2017, The Bombay High Court passed a verdict in favour of Hindustan
Unilever. This caused the company a lot of embarrassment and has also
contributed to tarnishing the public image of the company.

Opportunities for Amul: In the SWOT Analysis, Opportunities are the points
that can be and should be converted to the strengths of the company. In the case
of the SWOT Analysis of Amul, I have listed below the opportunities that can
be worked on by Amul.

 High per capita Milk consumption: India is a high milk consuming

nation with milk and dairy products being an essential component of the
Indian diet. According to research, Indians consume almost 100 liters of
milk per annum.India has a billion plus population which is only
increasing. This growth in population and high milk consumption opens
up opportunities for Amul to expand its production capacities and
acquire new consumers.
 International Expansion: Amul can serve global markets. The brand
can expand into overseas markets such as the Middle-East and the Asian
markets by aggressively targeting Indian expats living in these countries.
Amul can organically broaden its international presence and consumer
base.
 Expansion of Product Portfolio: Amul can invest in research and
development or adopt a mergers and acquisition strategy to expand its
product line. Amul has an extensive distribution network which can be
used to sell its new products into the market, and the substantial brand

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 value and trust of the consumers will also enable easier acceptance from
the consumers.

Threats for Amul: The way a company should take care of the threats is by
working on its strengths to mitigate the effects of threats. Some organisations
who are in a niche, niche down further to mitigate the risks of a competitive
environment. I have listed below some of the Threats for Amul.

 Increasing Competition: Amul is facing increasing competition in

milk and dairy products sector from brands such as Mother Dairy, Aavin,
Kwality Ltd, Nadini Dairy, HUL and other local players. Amul is also
facing increasing competition within the ice cream sector from Kwality
Walls, Baskin Robins, Havmor, London Dairy and other domestic brands
 Growing trend of Veganism in India: Many people in India are
turning towards veganism, which implies that these people do not
consume dairy or dairy products. This can impact the demand for Amul’s
milk and dairy products if the popularity of veganism increases and
spreads across different parts of the country.

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 CHAPTER:5
FINDINGS, SUGGESTIONS&CONCLUSIONS

5.1 FINDINGS:
First, I would like to present my survey findings. the main findings of my
survey are as follows:
 It is finding in the survey that females are the main decision maker
for the Amul milk, as per the data 8.8% of female and 4.4% of male
makes purchase decision.
 This shop is satisfied with their promotional activities
& they also give discount to their customer on their products.
 The total annual sales of the shop in the covid year 2020-2021 were
approximately 3-3.5 lakhs but in 2021-2022 the shop’s sales
increased to 4-4.5 lakhs.
 As per the shop Owner their transportation cost is very high in case
of Amul products because transportation causes waste by the
unnecessary movement of stuff, products, material or finished goods
between storage locations or steps in the production process .
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  Most of the consumer choose to purchase various Amul products in
various different seasons. Like ice-cream, lassi most preferable in
summer.
 Due to increasing demand & interest in Amul products shop owner is
trying to give discount to their customer for the encouragement of
their products.
 Most of the consumers are attracted towards the Amul products
because of the increasing of richness of the product.
 Most of the consumers are attracted towards this type of brand
(AMUL) because of the introduction of various new product line.
(Like Amul -cheese, butter, badam shakes, ghee)
5.2 SUGGESTIONS:
 I would suggest the shop owner to always keep experimenting with
new marketing techniques because a great marketing is all about
experimentation, testing & measuring different approaches to find
what works best
 Suggestions and complaints made by retailers and consumer should
be given due attention to provide maximum satisfaction. This could
create and impression that Amul cares for them.
 Income of the people decides the purchasing power. the high income
prefers to purchase product with the quality, freshness, thickness etc,
& vice-versa. So, I suggest amul company and the shop on which I
have made this project to concentrate also on low-income segment to
capture market and position themselves in the minds of the customer
with required quality and quality amul products.
 Since Amul is having loyal customer and therefore the shop should
concentrate more on this factor through various potential program
such as Champaign, premium packs, offers etc. this helps to increase
the loyalty towards the amul products.
 Arrangement should be made to ensure regular supply of amul milk
to the consumers in new places. if possible, transportation facility
should also be arranged to make it convenient by retailers for its
customers.
5.3 CONCLUSION:
AMUL has been ranked no. 1 brand by campaign magazine in its list of top
1000 brands of Asia. From struggling with the exploitation of middleman to
being every Indian household’s mandatory product, Amul has come a long
way.

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By creating amazing strategies that could touch every Indian`s heart, Amul
made its way towards success. Subtle placements of “Amul Girl” with
current affairs and then posting the same on every social media platform,
Amul was able to create its strong presence in the minds of the customer.

It has been gathering the attention of a lot of customers with the help of
digital marketing and has adapted consumer- friendly strategies. AMUL is
one of the most successful business houses & other companies should learn
from Amul how to do its business in a socially responsible manner. In fact,
Amul uses only 1% of its turnover for promotions. This shows that it is not
always necessary to spend millions on promotion when you have creativity.

BIBLIOGRAPHY

BOOKS REFERRED:
 Principles of marketing – Philip Kotler & Gary Armstrong,2000
 Marketing Management – Philip Kotler, 2000
 Product management – S.A Chunawala,1999
WEBSITES:
 www.amul.com
 www.indiandairy.com
 www.gcmmf.org
 https://scholar.google.com
 www.indiancooperative.com

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EVIDENCE:

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QUESTIONNAIRE:
1. What is your GSTN number?
2. What is your signature product?
3. How do you advertise your business?
4.What is unique about the shop?
5. How much time do you spend working on business each day?
6.What made you to sell the amul products & what challenges youre trying
to solve?
7: What are the changes you have noticed from 2017 to 2022 on consumer
buying behaviour towards AMUL?
8: what is your annual turnover?
9: what is your technique to reach your predetermined goal?
10. How would you handle stocking needs, including when to order new
items?
11. How do you handle complaints and retain customers with concerns?
12. In how many months/days you recover your cost in terms of profit?

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