MARKETING MANAGEMENT-202

(Assignment) SPRING-21
CASE NO:-5
Submitted To:-
Dewan Golam yazdani showrav
Faculty of Business Administration

Submitted By:-
Rubayet Hasan (193-11-6302)
Nishat Tasnim Mallik (193-11-6315)
Mohammed Fahim Abrar (193-11-6321)
Al Arabi Anam (193-11-6337)
Rashed Bin Rahat (193-11-6344)
Amul is one of the leading company in India
Anand Milk Union Limited or Amul India is an Indian cooperative dairy company, formed in
1948. Based at Anand, Gujarat, it is managed by the Gujarat Cooperative Milk Marketing
Federation Ltd. (GCMMF). Amul impelled India’s White Revolution, which made the country the
world’s largest producer of milk and dairy products.
Amul business strategy

Marketing strategy:-
Amul Ice cream adopted customers oriented marketing strategies to attract
customers as it can. It follows differentiation strategy emphasizes a product that is
unique in the industry provides distinct advantage to the customers.
Most prominent marketing strategy of Amul’s is focusing on all classes of customers.
Marketing Mix:-
Product:- product variety, Quality, Design, Features, Packaging, Sizes, service,
Warranty, returns.
Price:- prices are reasonable for every classes of people.
The prices of its competitor is more or less the same and price of litter Ice cream
is less than competitor, which is a great strategy.
Place:- channels, coverage, transport, Location.
Promotion:- Advertising, message
Amul business model
Consumer based market segmentation
 CHALLENGES/COMPETITORS FOR THE AMUL
 kwality walls was one of the successful and leading Ice cream seller on that
time which are supported by HLL( Unilever India). Vadilal, Dinshaw, Pestonji,
these companies were very strong companies at that time and they were rival
company for AMUL
 AMUl was moving from its domain of traditional products (Milk, butter) to a
more evolved category (Ice cream).
 There was a huge communication gap with the retailer.
 In terms of network of retailers AMUL’S competitors had a distinct advantage
in the market.
 CAMPAIGN OF AMUL
 AMUL helped the retailer to buy a freezer at 45% discount on the condition that
the retailer have to exclusively stocked AMUL’s product on that freezers.
 Instead of using not vegetable fat to cut cost, AMUL used fresh milk and fresh
cream to make their Ice cream.
 AMUL launched it’s Ice cream in 14 flavors most of the flavors were new in the
market. Along with those 14 flavors AMUL also launched party and family packs
because at that time it was critical too increase in-home stocking of ice cream.
 AMUL collaborate with DRAFTFCB+ULKA with the responsibility of creating AMUL
ice cream brand without losing AMUL’s core value.
 During a survey AMUL found out that mothers would willingly offer their children
AMUL Ice cream as a fun alternative to milk.
 The result of AMUL campaign
 For the availability of freezers the retailers started stocking AMUL’s Ice
cream.
 Consumer were interested to test the new flavors of the AMUL Ice cream
that’s how the sell of AMUL’s Ice cream was increased.
 Mothers believed one cup of AMUL Ice cream which is equals to one glass of
pure milk that’s also a reason of increased sell of AMUL’s Ice cream.
From the case that we have Learned
 When all the ice cream company were leading in India that time AMUL entered
into the ice cream business with their strategy of marketing. At first they were
selling pure packaging milk.
( confidence make an individual strong and focused to reach into the ultimate goal)
 They target to provide the best product to their customer at 30% less price than
the other companies.
( promotion is one of the major point of view for a successful business)
 They decided to keep their product more organic than the other company.
( consumer should be satisfied with the product and product must be hygienic for
the consumer).
Thank You
☺