Marketing Management

Topic :- Narrate Marketing success stories of any one Indian company in

and their success formula

Name – Ritesh kumar Dhibar

 Amul
Amul is the undisputed king of the FMCG industry in India with a rich portfolio of marquee brands in its field
of presence. It has various range of products like Butter, milk, milk-based drinks, cheese, curd, buttermilk,
chocolates, ice creams, chocolates (including dark chocolates) etc.
It’s one of the largest brands in terms of size and has the highest annual turnover in the industry i.e. more
than Rs. 38,000 crore.
One of the major competitors to Amul is Mother Dairy. Both of these brands are cooperative and not
corporate entities with one of the largest bases of milk growers. Both brands have changed the face of the
dairy sector of India and transformed the lives of millions of small milk producers.
It is also the largest milk buyer in the country, with the highest penetration of Indian households

• Low pricing
• Good quality
• Convenient packing
• Easy availability across India
• Innovative advertising with the lowest cost in the industry. (Amul girl is now a household name with
its current issues based cartoons splashed all newspapers and hoardings across key roads of cities)
• Efficient and largest supply chain
 VITAL REASONS BEHIND THE SUCCESS OF AMUL PRODUCTS
The Amul Girl (The Amul Advertising Campaign)
The Amul girl is the advertising mascot used by the company to promote the brand. The brand has been cleverly
using the cartoon figure in its longest running ad campaign, to instil an element of humour into its print ads. The
content is liked by the people and results in better customer engagement. This increases the brand recall value for
Amul. Hence, the Amul girl advertising campaign is often described as one of the best Indian advertising concepts.

Innovation
Amul has constantly been innovating – be it launching new products, creative marketing campaigns or challenging
traditional societal trends to come up with better ones.
In the 1960’s, Amul became the first brand in the world to make skimmed milk powder from buffalo milk. Also with
its three-tiered cooperative structure, Amul changed from traditional operations to a more cost-efficient and
effective structure.
For its continuous innovation, the brand won the “CNN-IBN Innovating for Better Tomorrow Award” and “World Dairy
Innovation Award” in the year 2014.

Strong Brand
Amul follows the Branded House Architecture way, wherein whatever they promote; they promote it under one
common brand name – Amul. The prime focus is on promoting the parent brand rather than individual products
which helps them gain more brand visibility and results in lesser marketing and advertising costs.
Efficient Supply chain
Amul follows a three-tier cooperative structure which consists of a dairy cooperative society at the village level that
is affiliated with milk unions at the district level which in turn is federated to a milk federation at the state level.
Milk is collected at the village dairy society, procured and processed at the district milk union and marketed at the
state milk federation.
The greatness of this model lies in the fact that Amul was the first company to follow this model, and it was
replicated all over the country under Operation Flood in the 1970’s. The model ensures that there’s efficiency and
swiftness in operations.
The Amul model has helped India become the largest milk producer in the world.
 
Diverse Portfolio of Products
With its diversified product portfolio, Amul has been able to cater to the needs of all the segments. From kids to
teenagers, men to women, calorie conscious to health conscious, the company has ensured that it launches
products for every segment. Providing value and benefits to its target segment, Amul has been able to build a
strong brand association with its customers over the years.