Chapter 1

1.Introduction
The first time that most of us came across Amul was when the
catchy tune of ‘Amul Doodh Peetha Hai India’ rang from the
television. Though many of us were really young at that time,
ever since we grew up, whenever we encounter some variation
or the other of the same tune, it never fails to evoke a melange
of memories. Anand Milk Union Limited., also known as Amul,
is a 75+ years old brand, which is still a market leader when it
comes to dairy products.

Some brands are, for a long time successful, but few managed
to touch our hearts, and Amul is one such brand that truly
touched our hearts and etched its long-term success out on it

1.1 Statement of the problem

When the Covid-19-induced lockdown marred many

companies and disrupted their marketing strategies, sales
and revenues, Amul managed to come up with a turnover of
Rs 53,000 crore.

Furthermore, the brand also successfully added 60 new

products to its inventory along with donating Rs 800 crore to
the rural farmers. Amul in 2022, is aiming to clock Rs 60,000
crore and is eyeing to achieve the Rs 1 lakh crore mark in
sales by 2025.
  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-ageing 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 helps the brand sum up its marketing and
advertising costs within 1% of the revenue.

1.2 Objectives of brand building strategies:-Amul

 To understand the promotional strategies adopted by

Amul
 To analyse how a dairy brand successful more than 75+
years
 To know about their low pricing in the market
 To understand which type of brand strategies they
adopted
1.3 scope of brand building strategies:-Amul
 This study mainly focuses on the strategy of Amul
how they are market leader of dairy product
 How they cover the children attentions by their
posters
 This study helps to understand the Amul as a trust
worthy brand

1.4 Limitation of brand building strategies:-Amul

  My study is limited because it is only for educational
purposes.
 The sampling made in the study includes the people
 The sampling made covers the opinion of people on all
the age group .
 In some cases, the response from the respondents were
biased

Variable used for brand building strategies:-Amul

Here we used two type of variable are
1.quantative variable
2.composite variable

1.5 data used for brand building strategies:-Amul

Primary data refers to the first hand data gathered by the

researcher himself. Examples: questionnaires, surveys,
observations, etc. I have used surveys in this study to collect
information from respondents.
Secondary data refers to the data collected by someone else
earlier. Examples: books, journals, articles, websites, etc. I
have used data available in articles and websites to analyse
brand building strategies:-Amul
1.6 SAMPLING TECHNIQUE
The sampling technique used in the study is Stratified
Random Sampling as I have considered all the age group the
samples are also classified according to the gender of the
respondent.
In stratified random sampling, the population is divided into
groups based on certain characteristics. Within each group, a
probability sample is then selected under simple random
sampling.

SAMPLING AREA:
I have collected information from respondents with the
help of google forms.

SAMPLE SIZE:
The sample size for the study is 100 people.

1.4 Analytical tools used for the brand building strategies:-

Amul

The data collected from the respondents were analysed with

the following tools:
 Pie charts
 Graphs
 Tables.