A PROJECT REPORT

on

A report on Amul : Digital Marketing vs traditional

Marketing
Submitted to

Amity University Jharkhand, Ranchi

In the partial fulfillment of the requirements for the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

By

Pratyush Kumar

A36106421018

Under the guidance of

Dr Dolly Ranjan

Amity School of Business , Ranchi

September, 2023

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 DECLARATION
I, Pratyush Kumar, a student of Bachelor of Business Administration hereby declare that the
Project titled “ A REPORT ON AMUL : DIGITAL MARKETING VS TRADITIONAL
MARKETING” that is submitted by me to Department of Management, Amity School of
Business, Amity University Jharkhand, in partial fulfillment of requirement for the award of
degree of Bachelor of Business Administration, has not been previously formed the basis
for the award of any degree, diploma or other similar title or recognition. I further declare
that report is written by me and no part of the report is copied from any source(s) without
being duly acknowledged. If it is found to be plagiarized beyond acceptable limit, I owe the
responsibility and action can be taken against me as per University Rules & Regulations...

Signature of the Student

Name of Student: Pratyush Kumar

Enrolment Number: A36106421018

BBA 2021-24

Date:

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 CERTIFICATE
On the basis of Dissertation Report submitted by Pratyush Kumar, A36106421018,
a student of Bachelor of Business Administration, I hereby certify that the project report “
A REPORT ON AMUL : DIGITAL MARKETING VS TRADITIONAL MARKETING”
that is submitted to the Department of Management, Amity School of Business, Amity
University Jharkhand in partial fulfillment of requirement for the award of the degree of
Bachelor of Business Administration is an original contribution with existing knowledge and
faithful record of work carried out by him/her under my guidance and supervision.

To the best of my knowledge this work has not been submitted in part or full for any degree or
diploma to Amity University Jharkhand, Ranchi or elsewhere.

Signature of Guide (Internal) Signature of Guide(External)

Name of the Faculty: Dr Dolly Ranjan Name:

Assistant Professor,
Amity University Jharkhand, Ranchi Designation:
Date:

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 ACKNOWLEDGEMENT
The satisfaction that accompanies the successful completion of task would be incomplete
without the mention of people whose ceaseless cooperation made it Possible, whose constant
guidance and encouragement crown all efforts with Success. I would like to thank Prof. Dr
Dolly Ranjan for giving me the opportunity to undertake this project and who was the biggest
driving force behind my successful Completion of the research project. She has been always
there to solve my query and also guided me in the right direction regarding the project. Without
her Help and inspiration, I would not have been able to complete the project. Also, I Would
like to thank my friends who guided me, helped me and gave ideas and Motivation at each step.
I would also like to thank my parents who have helped me with their valuable Suggestions
which have been very helpful in various phases in completing this Research project.

Yours sincerely

Name: Pratyush Kumar

Enrollment Number: A36106421018
Batch: 2021-24

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 TABLE OF CONTENTS
Sno. Particulars Pg no.

1. DECLARATION 2

2. CERTIFICATE 3

3. ACKNOWLEDGEMENT 4

4. NTCC APPROVAL LETTER 6

5. SYNOPSIS 7

6. PLAGIARISM REPORT 8

7. ABSTRACT 9

8. INTRODUCTION 10-13

9. LITERATURE REVIEW 14

10. OBJECTIVE & SCOPE OF STUDY 15

RESEARCH METHODOLOGY
11. ANALYSIS & INTERPRETATION 16-29

12. CONCLUSION 30

13. REFERENCES 31

14. WPR REPORT 32-33

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6 |Page
SYNOPSIS

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PLAGIARISM REPORT

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 ABSTRACT
This research paper explores the taste, quality, and marketing strategies of Amul, a famous
dairy brand in India. The study uses a combination of both primary and secondary data to get
a detailed understanding of Amul's product quality, taste, and marketing approaches.

The primary research involves conducting surveys to gather first hand data on consumers'
perception of Amul's product quality and taste. The research aims to identify the factors that
contribute to Amul's reputation for providing high-quality dairy products and understand
consumers' preferences regarding taste.

In the secondary research, a detailed examination of Amul's digital marketing and traditional
marketing strategies is conducted. This includes an exploration of Amul's online presence,
social media campaigns, and website usability, as well as an assessment of its traditional
marketing channels such as advertisements, sponsorships, and public relations. The secondary
research aims to analyze the integration of digital and traditional marketing approaches in
enhancing Amul's brand visibility and customer reach.

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 CHAPTER 1: INTRODUCTION

AMUL(Anand Milk Union Limited) is a famous Indian Dairy Brand which is managed by the
Gujarat Co-operative Milk Marketing Federation Ltd, Department of Cooperation,
Government of Gujarat. It is a dairy cooperative movement in India which is jointly owned by
around 2.6 million milk producers in Gujarat. It is known for its tagline the taste of India. It
has been a part of our life from past 50 years and with its brilliant marketing campaigns and by
delivering Quality Products it has become one of the biggest dairy brands in India with an
annual turnover of $9 billion in FY 2022-23. Amul's tagline, "The Taste of India," reflects its
commitment to providing high-quality and flavorful dairy products to its consumers. Amul has
adopted a distinctive and innovative marketing strategy. The company is recognized for its
innovative and imaginative advertising that frequently addresses current affairs and societal
issues. These commercials have grown to be an essential element of Amul's marketing plan
and have enabled the company to develop a deep emotional bond with its target audience.

The presence of Amul on social media is equally remarkable. Through numerous social media
channels, such as Facebook, Twitter, and Instagram, the brand actively interacts with its
audience. The interactive, amusing, and shareable nature of Amul's social media commercials
contributes to the brand's increased visibility and audience. Amul has effectively positioned
itself as a brand that represents Indian taste and culture through a tagline marketing and social
media commercials. The brand's emphasis on quality, creativity, and interaction with customers
has contributed significantly boost its popularity and customer loyalty both in India and
internationally.

1.1 HISTORY OF AMUL

Amul cooperative Society was registered on 19 December,1946 as a response to the unfair

treatment of local milk producers by the agents of the dairy of that time, the Polson dairy. The
selling price of the milk was determined by the agent. The government at that time had given
solo rights to Polson for the collection of milk from Kaira dairy farmers and to sell them in the
city of Mumbai. Angered by this ill treatment, the dairy farmers of Kaira district jointly created
an organization, Kaira District Co-Usable Milk Producers' Union, and supply milk directly to

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Bombay rather than relying on Polson. The collection of milk was decentralized because most
of them were minor farmers who could provide only 1–2 liters of milk each day. Cooperative
societies were framed for every town. By June 1948, KDCMPUL had begun pasteurizing milk
for the 'Bombay Milk Scheme'.

In addition, Dr. Verghese Kurien established and headed the cooperative along with H.M.
Dalaya. The first modern dairy of the cooperative was established at Anand (Gujarat) because
of Dalaya's invention, which involved creating skimmed milk powder from buffalo milk for
the first time ever and then manufacturing it on a commercial scale. It faced out against
numerous well-known market players. The success at the cooperative's dairy quickly spread
throughout Anand's Gujarat neighborhood. As a result, five unions were established using the
strategy sometimes referred to as the "Anand pattern" in other districts. The Indian White
Revolution was underway in 1970. The Gujarat Co-operative Milk Marketing Federation Ltd.
(GCMMF), the top marketing organization for these district cooperatives, was established in
1973 with the goal of integrating forces, expanding the market, and reducing costs linked to
advertising and internal competition. Amul was given to GCMMF by The Kaira Union, which
had been associated with the term since 1955.

Since that period, GCMMF has evolved to be India's leading food product marketing firm. It
is Gujarat's largest organization for dairy cooperatives. The exclusive marketing of goods sold
under the "Amul" and "Sagar" brands is the sole responsibility of GCMMF.

1.2 MARKETING MIX OF AMUL

PRODUCTS OFFERED BY AMUL

Amul is a famous dairy product brand which offer broad lines of products that
include majority of dairy products There are various products offered by Amul
which include milk products, bread spreads, cheese, beverages, paneer, curd,
ghee and sweets.

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Pricing strategy of Amul

Amul's pricing policies combine competitive pricing with cost-effective pricing. Amul was
founded with the goal of offering the highest-quality dairy products at reasonable prices.
Different elements, such as the price of raw materials, labour expenses, farmer's profits,
transportation costs, and storage costs are taken into consideration when determining the
pricing of various items.

Amul is adopting a low-cost approach where they provide these products at a lesser price than
its rivals for frequently used items like milk, ghee, butter, and so on. The company follows a
competitive pricing strategy for goods including Amulspray, Prolite, condensed milk, and
more, with prices that are comparable to those of its rivals.

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Place mix of Amul

Amul builds its reputation by surpassing the quality of competing products and being easily
accessible for all demographics in urban or rural places. They use their product to target
businesses, adults, and children.

Two key strategies are used for distribution at Amul:

Channel of procurement: Cooperatives receive milk from farmers, which is then packaged and
shipped to the processing facility. The manufacturing facility uses the milk to create the
finished goods.

Distribution channel: In charge of getting the finished product to the consumers. The
distribution network includes carrying and forwarding companies, distributors, dealers, and
retailers.

PROMOTION MIX OF AMUL

Amul has a long history of effective hoarding-based traditional marketing. Their recognizable
billboards with the Amul girl and hilarious captions have influenced pop culture in India.
Hoardings like these were intentionally positioned in high-traffic areas of cities and towns to
build brand recognition and memory. Amul has, however, also embraced digital marketing
through social media channels in recent years. They are well-known on social media sites like
Facebook, Twitter, and Instagram, where they interact with their followers by posting timely
and imaginative content. Amul uses popular culture metaphors, current affairs, and topical
themes to provide accessible material that connects with their target audience.

The goal of the company's social media strategy is to develop a distinctive corporate identity
and preserve a unified voice. Amul has had great success with its digital marketing campaigns,
as revealed by the popularity and high levels of participation on their social media pages. Their
advertisements frequently go viral, expanding their audience and creating talk about the
business. Amul has been able to react to changing customer behavior and successfully reach
their target audience in the digital age by embracing digital marketing. Amul has generally
been successful in making the switch from traditional marketing through hoardings to digital
marketing via social media. They have been able to uphold their brand identity while utilizing
social media's ability to engage with their audience and remain relevant in the current digital
environment.

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CHAPTER 2: LITERATURE REVIEW

Marketing strategy has been a salient focus of academic inquiry since the 1980s, according to
(Mavondo 2000). There are numerous definitions of marketing strategy in the literature and
such definitions reflect different perspectives (Li et al 2000). A traditional definition of
marketing strategy is a plan for pursuing the firm’s objectives or how the company is going to
obtain its marketing goals with a specific market segment (Orville and Walker 2008; The
odosio, Leonidus, 2003; kotler, Armstrong, 2009) while Brodrechtova (2008) explains that
marketing strategy is a roadmap of how a firm assigns its resource and relates to its environment
and achieves corporate objective in order to generate economic value and keep the firm ahead
of its competitors.

Dr. S. Franklin John, S. Senith and Reshma Ravindran (2013), v “Branding is the solution for
product differentiation in Indian Dairy Industry”. The researcher used Statistical Package for
the Social Science (SPSS) for Microsoft Windows 16.0 was used to complete the analysis of
the collected data. In this study shows that customers purchase or select their product by the
brand. It implies that the product should have a good quality of a known brand which is price
effective and satisfies the needs and wants of the customer. It implies that the customers can
identify the product by their brand.

(R. Kasthuri, k. Kowsalya, 2018)

A Study on Consumer Satisfaction towards Milk Product. The marketing approach is linked
the basic premise that each customer is different and hence needs to be approached differently.
Also, given the exorbitant cost of researching each customer, it is possible to group them
according to common measurable and definably parameters and hence create segment. Thus,
the customer is the focal point of the marketing orientation. The selling approach is more
transaction based and aims at maximization in this short term. As opposed to this, the marketing
approach emphasizes customer management, customized approach to winning retaining the
customer, and hence, focuses on building profits over a long term. The selling approach,
generally, undermines research it is more intuitive. It works well in market that are less
complex, in the sense that competition is low and customers have very little choice .It works
on the mass marketing approach where in customer needs are aggregated.

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CHAPTER 3: OBJECTIVES & SCOPE OF THE STUDY

3.1 OBJECTIVES OF THE STUDY

The primary objective of the research paper is to gather the relevant information
on the various marketing techniques used and to analyze the effectiveness of
various digital and traditional marketing campaigns launched by AMUL.

3.2 SCOPE OF THE STUDY

The scope of the paper is limited to the marketing strategy adopted by Amul in
various channels of Digital & Traditional ways.

CHAPTER 4: RESEARCH METHODOLOGY

This study is primarily based on analyzing the various marketing tactics used by Amul in
different traditional and digital marketing channels. In this Research paper both primary and
secondary data is used to gather the related information.

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 CHAPTER 5: ANALYSIS AND INTERPRETATION

5.1 PRIMARY DATA

Data was collected from 114 respondents, most of them were students from age range 18-26.

Q1 Do you prefer purchasing the products offered by Amul ?

Respondents Percentage
Yes 86 75.4
No 4 3.5
Only limited 24 21.1
Products
Total 114 100.00

The Data collected shows that most people are willing to buy Amul products. This displays a
strong brand presence even among the youths. The strong brand image through marketing and
product quality has paved the way for Amul’s penetrating the market and becoming the
preferred brand for the consumers.

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Q2 What is your topmost priority while purchasing a product?

Respondents Percentage
Quality 62 72.1
Design 0 0
Taste 19 22.1
Price 4 4.7
Packaging 1 1.2
86 100.00

Majority of people prefer quality as their first priority while some prefer taste of the product.
As Amul is known for providing quality products at reasonable price so the customer base of
Amul is high.
Q3 What is one thing about AMUL that you find most appealing when
compared to its competitors?

A majority of people wrote taste and quality of Amul product as most appealing for them which
clearly reveal that the marketing strategy adopted by Amul is working good and its tagline
AMUL-THE TASTE OF INDIA is aptly correct. The rest of the respondents find Amul’s
branding, advertisement, availability as an appealing factor to drive their purchase towards
Amul product as when then demand arises.

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Q4 In which price segment do you perceive Amul as a brand?

Respondents Percentage
Value for money 69 80.2
Justified Premium 15 17.4
Expensive 2 2.3
Total 86 100.00

Most people see Amul as a value for money product which rest see it as a justified premium
product. Only a minor percentage of people view Amul as expensive. So in the price aspect
Amul is working magnificently in order to become a regular household brand.

Q5 What according to you AMUL should implement (additional features) to

be your most preferred brand?

Some of the responses to this question –

“Small AMUL parlour which contain all variety of products manufactured are available, as I
noticed that many Amul products are not available at grocery stores”
“Should focus more on digital marketing as I have never seen Amul ads on any social media
sites”

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“Availability of products is irregular at shops. One of my favourite chocolates from Amul is
always out of stock.”
This displays the problem of consumers. The problem of availability is very harmful for the
future prospects of a brand. While Amul is becoming famous for its social media presence its
reach is limited as the majority of people don’t get to see ads of Amul on social media sites.

Q6 In which channel do you see the most appealing advertisements

published by AMUL?

Respondents Percentage
Television Ads 57 50
Social Media 13 11.6
Billboards and 23 19.8
Banners
Newspaper Ads 21 18.6
Total 114 100.00

The majority of people get to know about Amul products through television Ads and rest get
to know about it through banners. Social Media advertisement of Amul though widely done by
Amul is still not reaching to the desired audience. Amul should implement strategies to increase
its social media reach among the youths who are mostly available on social media.

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5.2 SECONDARY DATA

Amul’s Marketing Strategy: Factors That Paved the Way for Its
Success.

AMUL GIRL
The success of Amul has been greatly aided by the company's mascot, the Amul girl. Since the
1960s, Amul has used a young girl dressed in traditional Indian attire as its mascot in its ads.
She is portrayed as a mischievous and clever character who makes observations about societal
issues and current events using brilliant wordplay and visual gags.

The Amul girl mascot has contributed to increasing brand recall and recognition for Amul.
Customers automatically link her with Amul's products thanks to the way she appears in the
advertisement, which has made her associated with the company. This steady presence has
contributed to Amul developing a strong brand identity.

A strong emotional bond with customers has also been facilitated by the mascot's humorous
and friendly nature. People enjoy her clever opinion on a variety of subjects because it makes
them feel connected to the brand. This connection on an emotional level has helped Amul gain
customer loyalty and word-of-mouth advertising.

Additionally, the Amul girl mascot's ability to include current events and societal topics has
elevated the relevance and interest level of her advertising. Amul can produce effective
advertising that is timely and grab consumers' attention by keeping up with the most recent
events. This strategy has helped to keep the brand current and relevant in consumers' eyes.

AMUL BRANDING AS “THE TASTE OF INDIA”

Amul's popularity is largely due to its reputation as “the taste of India”. With stuff that fit the
wide range of tastes and preferences of the Indian population, the brand has established itself
as a representation of Indian culture and tradition.

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Amul has been able to establish a strong emotional connection with customers by highlighting
its Indian heritage. Customers of the brand experience feelings of pride and nostalgia because
they view it as a depiction of true Indian flavors and customs. Due to this emotional bond,
customers have become more dedicated to and trusted in the brand, which has resulted in repeat
business and strong word-of-mouth recommendations. Amul's success as the taste of India is
also a result of its emphasis on quality and reliability. Every bite of food from this business
gives the authentic flavors of Indian cuisine, thanks to the high standards they have maintained
for their products. Amul has developed a reputation as a dependable and trustworthy brand as
a result of its dedication to quality, thus establishing its status as the taste of India.

Additionally, Amul's broad product selection has enabled them to satisfy the nation's varied
preferences. Amul offers a wide range of goods that appeal to various Indian regions and
demographics, including butter, cheese, ice cream, and milk. Due to its adaptability, the brand
has developed a strong national presence and is now widely available to consumers.

Digital Marketing Efforts

Amul's use of social media has proven to be quite helpful for the business. Amul has developed
a dedicated online community and a solid relationship with its clients thanks to these channels.
As a result, they have been able to regularly interact with their audience and keep a close
contact with them.The innovative content marketing methods used by Amul are one of the main
elements influencing their success on social media. They continuously create appealing
taglines and cartoons that help them differentiate themselves from their rivals. In addition to
assisting them in building a strong brand identity, this has made their content extremely viral,
which has raised visibility and engagement levels.

Amul has found that working with influencers is another successful tactic. They have been able
to increase their reach and generate favorable conversation for their business by collaborating
with well-known influencers. Due to this, they have been able to reach new audiences and
establish reputation with their target market. The success of Amul's digital marketing has also
been significantly influenced by their adoption of e-commerce. They have made it simple for
clients to get their products by offering them for online purchase. Along with boosting revenue,
this has also helped them reach clients in remote areas where physical stores might not be
available.

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 Traditional Marketing Strategies Of Amul

Since its origin, Amul, a well-known dairy brand in India, has been recognized for its use of
traditional marketing strategies. Amul is famous for its innovative and unique outdoor
marketing initiatives. With catchy phrases and amusing illustrations, they promote their
products on billboards, hoardings, and posters. These commercials can be viewed on highways
and in cities, increasing brand recognition.

To reach a larger audience, Amul frequently places advertisements in newspapers and

publications. They run full-page advertisements that highlight their goods, the Amul girl brand
mascot, and any relevant information or jokes. This aids in promoting brand recognition and
reaching various demographics. Television ads have been a key marketing strategy for Amul.
They produce clear and appealing advertisements that emphasize the excellence and quality of
dairy products. To enhance exposure and effect, these advertisements are broadcast during
well-liked TV programs, events, and sporting competitions.

Amul Television Advertisement

The "utterly Butterly Delicious"

campaign : This is one of the most
notorious and long- running juggernauts
by Amul. It features the Amul girl, a
youthful girl dressed in a polka- dotted
dress and a matching headband, enjoying
Amul adulation on different food
particulars. The announcements
generally have a humorous tone and are
known for their catchy jingles. The
crusade has been running since 1967 and
has come an integral part of Indian TV
culture. Another notable announcement
from this crusade is the" Amul Butter
The Taste of India" announcement. This
announcement features the Amul girl
enjoying Amul adulation on a paratha(
Indian chuck ) while singing a jingle that
celebrates the taste and versatility of Amul adulation. The announcement showcases how Amul
adulation can enhance the flavor of traditional Indian dishes, making it an essential part of
Indian cookery.
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 The" Amul Doodh Peeta Hai India" campaign
:This advertisement focuses on promoting
Amul milk as a healthy and essential choice for
Indian consumers. The advertisements
punctuate the chastity and nutritive benefits of
Amul milk, situating it as the favored choice
for families across India. One of the notable
advertisements from this crusade is the" Amul
Doodh Peeta Hai India Strong Bones Strong
India" announcement. This announcement
features children sharing in colorful sports
conditioning while drinking Amul milk. The
announcement emphasizes how Amul milk
helps in erecting strong bones and promotes an
active life among children. It also highlights
the part of Amul milk in nurturing the unborn
generation of India. Another memorable
announcement from this crusade is the" Amul
Doodh Peeta Hai India The Energy Drink for
India" announcement. This announcement
showcases people from different walks of life,
including athletes, scholars, and professionals,
consuming Amul milk for energy and vitality.
The announcement highlights how Amul milk
provides the necessary nutrients and energy to
fuel the intentions and dreams of Indians,
situating it as an essential part of their diurnal
lives.

Amul Print Advertisement

Amul has also been recognized for its print

commercials, which are often witty and idea-
provoking. These advertisements normally
feature the Amul female and a clever tagline
that relates to present-day events or social
problems. For example, one memorable print
advertisement from Amul features the Amul
female along with a boy dressed as a medical
doctor with the tagline "Amul, you treat us we
treat you." This advertisement was launched
National Doctors day, highlighting the trust
and desire of healthcare specialists for Amul
merchandise. Another print advertisement
showcases the Amul lady dressed as a farmer with the tagline "Amul, the farmer's delight."

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This ad will pay tribute to the hard work and determination of farmers in India and their
contribution to the food industry. Amul print commercials are often released in reaction to
topical occasions or controversies. They may be known for their timely and humorous take on
present day affairs.

Amul Billboard Advertisement

Amul billboards
advertisements are also well-
known for their creative and
eye-catching designs. These
billboards often feature the
Amul girl along with a witty
and relatable tagline that
captures the attention of
passersby.

One example of a memorable

Amul billboard ad is when they
featured the Amul girl dressed
as a football player with the
tagline "Amul, lick off at kick
off." This ad was released
during a major football
tournament, capitalizing on the
excitement and popularity of
the sport.

Another notable billboard ad

showcased the Amul girl with
a ball and the tagline "Amul, It
pace to eat it" This ad
effectively communicates the
deliciousness and versatility of
Amul products.

Amul billboards are

strategically placed in high-
traffic areas, ensuring
maximum visibility and reach.
They are often located near
shopping centers, highways,
and other busy locations where
they can capture the attention
of a large audience.

Similar to their print ads, Amul billboards are known for their timely and humorous take on
current events. They provide a fresh and entertaining perspective on topical issues, making
them highly engaging for consumers.
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Amul Digital Marketing Strategy

Marketing Statistics Of Amul At Different Social Media

Platforms

Platform No. of followers Engagement Rate

Instagram 418k 3.14%
Facebook 2M 2.43%
Twitter (X) 367K 0.35%
Youtube 506K 0.04%

Amul’s Instagram Marketing Strategy

In Instagram, Amul has 418k followers which is constantly growing day by day. Amul is quite
active on Instagram, posting relevant content, engaging customers to increase their engagement
rate. They post various types of contests, quizzes, opinion-based posts to increase their
engagement.

AMUL’s Instagram Handle

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 Amul is constantly active on social media
with the same creativity which they do on
their billboard along with their mascot Amul
girl. They post pictures connecting current
affairs mixed with a little humor to increase
engagement in their Instagram handle. Some
of their recent advertisements include
descriptions about G-20 summit which is
being held at Delhi. In this post they depicted
a women in saree to show Indian culture and
tradition welcoming foreign delegates to
India. The tagline for the post they gave “G
bhar ke khaaiye, ji!” which shows their how
creativity how they connect culture with their
Advertisement.

Another advertisement they posted was when

ISRO launched Aditya L1 towards sun. they
wrote “ISRO KA SUNMAAN” which shows
that after this launch ISRO will be respected
more from the other organizations because of
the insights they will get from Aditya L1. This
is a remarkable achievement for the ISRO
which is being enjoyed by Amul girl holding
bread with butter partially eaten.

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 Amul Facebook Marketing Strategy
Amul has 2m followers in their
Facebook account with an
engagement rate of 2.43%, with an
average of 40,000 likes and 482
comments. Amul's use of Facebook as
an advertising platform demonstrates
their awareness of their target
demographic and dedication to
creating a powerful online presence.
Amul is able to connect with the
audience and develop a sense of
community by focusing on producing
interesting and entertaining content.

Encouragement of user-generated
content is one of the main pillars of
Amul's strategy. They not only raise
brand recognition but also foster a
sense of ownership and involvement
among their customers by holding
contests and campaigns that
encourage their followers to create
and share material connected to Amul
goods. This tactic aids in the
development of a devoted consumer
base that actively supports their brand. Amul uses emotional storytelling in addition to user-
generated material to engage their audience. They are aware that emotions are important in
influencing consumer choices, and by telling stories that arouse feelings like nostalgia,
happiness, or even empathy, they are able to connect to a greater extent with their audience.
This link contributes to the development of brand loyalty and trust.

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 Amul Twitter Marketing Strategy

Amul's Twitter marketing

strategy focuses on creating
engaging and timely content,
leveraging trending topics,
and interacting with their
audience effectively.

One key element of Amul's

Twitter strategy is their
ability to create content that
is relevant to current events
and trending topics. They
often incorporate popular
hashtags and news stories
into their tweets, which helps
them stay relevant and
increases their chances of
being seen by a wider audience. This strategy allows them to join conversations and engage
with their followers in real-time.Amul also uses Twitter as a platform to promote their products
effectively. They share updates about new product launches, discounts, and offers, which helps
drive sales and create buzz around their brand. They often use visually appealing images and
videos in their tweets to catch the attention of their audience and make their content more
shareable.In addition to promoting their products, Amul also focuses on creating entertaining
and informative content on Twitter. They share interesting facts, trivia, and recipes related to
their products, which not only keeps their audience engaged but also positions them as a
knowledgeable and reliable source in their industry. Amul understands the importance of
interacting with their audience on Twitter. They actively respond to customer queries,
comments, and mentions, which helps build a positive brand image and establish a strong
customer relationship. They also use Twitter as a platform to address customer complaints or
concerns promptly, showing that they value their customers' feedback and are committed to
providing excellent customer services

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AMUL YOUTUBE MARKETING STRATEGY

One of the key elements of Amul's YouTube

strategy is that they focus on creating high-
quality video content that is both informative
and entertaining. They create a variety of
videos, including advertisements, recipe
tutorials, behind-the-scenes footage, and even
short films. Amul encourages user-generated
contents on YouTube as well. They often
feature videos created by their customers, such
as recipe videos using Amul products about
their experience with the brand. This not only
increases brand awareness but also builds a
sense of community and involvement among their
customers. Emotional storytelling is also an
important aspect of Amul's YouTube strategy.
They understand the power of emotions in
connecting with their audience and the use of
various storytelling techniques to evoke emotions
such as nostalgia, happiness, or even inspiration.
These videos help establish a deeper connection
with their viewers and build trust and loyalty
towards the brand.

In addition to create compelling content on

YouTube, Amul also optimizes their channel for
search Engine optimization (SEO). They use
relevant keywords, tags, and descriptions to ensure
that their videos appear in search results when
users are looking for related content. This helps
drive organic traffic to their channel and increase
their visibility on the platform.

29 |Page
 CONCLUSION

Amul has successfully navigated the changing landscape of marketing by effectively

incorporating both digital marketing and traditional marketing strategies. The brand has
leveraged its iconic Amul girl mascot and witty taglines in traditional mediums like hoardings
and print advertisements, allowing them to create a strong emotional connection with their
audience and stay culturally relevant.

Simultaneously, Amul has embraced digital marketing platforms and social media channels to
engage with their audience in real-time. By crafting creative and timely content, Amul has
successfully generated buzz, encouraged user participation, and maximized their brand reach
through the viral nature of social media.

Amul's digital marketing efforts have further expanded their customer base, fostered a sense of
community, and amplified their brand messaging. By effectively utilizing platforms like
Facebook, Twitter, and Instagram, Amul has been able to connect with a broader audience
while maintaining their brand authenticity and values.

The synergy between Amul's digital marketing and traditional marketing strategies has
contributed to their continued success and market presence. By adapting to modern mediums
without compromising their iconic branding and messaging, Amul has maintained a strong and
consistent brand identity.

30 |Page
 REFERENCES

 WWW.AMUL.COM

 WWW.INSTAGRAM.COM

 WWW.FACEBOOK.COM

 WWW.YOUTUBE.COM

 WWW.THEHINDUBUSINESSLINE.COM

31 |Page
 WEEKLY PROGRESS REPORT
WEEK 1
DAYS DATE SUMMARY

MONDAY 28/08/2023 Selection and submission of topic to guide

TUESDAY 29/08/2023 A brief discussion about the synopsis with the
guide
WEDNESDAY 30/08/2023 Searching topic related journals and research
papers
THURSDAY 31/08/2023 Work on synopsis continued
FRIDAY 01/09/2023 Figured out & finalized the scope of study
SATURDAY 02/09/2023 Prepared questionnaire to gather related
information

(Student Signature with Date) (Faculty Guide Signature with Date)

WEEK 2
DAYS DATE SUMMARY

MONDAY 04/09/2023 Work done on introduction

TUESDAY 05/09/2023 Read various articles, journals and research
paper for literature review
WEDNESDAY 06/09/2023 Work on literature review completed
THURSDAY 07/09/2023 Analysis done on the responses of
questionnaire
FRIDAY 08/09/2023 Tables and graphs were made on the
gathered information
SATURDAY 09/09/2023 Further data tables extracted from various
sources

(Student Signature with Date) (Faculty Guide Signature with Date)

32 |Page
 WEEK 3
DAYS DATE SUMMARY

MONDAY 11/09/2023 Information collected from different social

media handles of Amul
TUESDAY 12/09/2023 Data gathered about various social media
engagement
WEDNESDAY 13/09/2023 Various data analyzed related to different
marketing channels used
THURSDAY 14/09/2023 Pictures of different advertisements collected
FRIDAY 15/09/2023 Information analyzed along with pictures
aligned together
SATURDAY 16/09/2023 Report reviewed

(Student Signature with Date) (Faculty Guide Signature with Date)

WEEK 4
DAYS DATE SUMMARY

MONDAY 18/09/2023 Wrote the conclusion of the project

TUESDAY 19/09/2023 Final editing of the project was done as per
the requirement
WEDNESDAY 20/09/2023 Reviewed the project before final submission
THURSDAY 21/09/2023 Final submission of the project

(Student Signature with Date) (Faculty Guide Signature with Date)

33 |Page