Amul Marketing Strategy & Case Study – How it Became The Taste of India

Amul, a brand synonymous with quality dairy products, has captured the hearts and minds of Indian consumers through its innovative and effective marketing strategies. As one of the most successful cooperatives in the world, Amul’s journey is a testament to the power of strategic marketing and branding. 

At Reliqus Consulting, we’ve closely studied Amul’s marketing approach and are excited to share our findings in this comprehensive case study. 

We’ll explore how their innovative tactics, like the iconic “Amul Girl” ads and real-time marketing, have won hearts and market share. Get ready to uncover the secrets behind Amul’s enduring success in this insightful analysis.

About Amul

Amul, short for Anand Milk Union Limited, is an Indian dairy cooperative society established in 1946 in Anand, Gujarat. Founded by Dr. Verghese Kurien, often referred to as the “Milkman of India,” Amul has grown to become one of the largest food brands in the country, offering a wide range of dairy products, including milk, butter, cheese, ice cream, and more.

The primary goal was to empower local dairy farmers, many of whom faced exploitation by middlemen. By pooling resources and collectively processing and marketing milk, Amul aimed to ensure fair prices for farmers and provide consumers with affordable, high-quality dairy products.

Amul Business Model

Amul operates on a unique cooperative business model driven by its commitment to the welfare of dairy farmers and consumers. At its core, Amul is a “for the people” company, where ownership lies not with a single entity but with the dairy farmers. 

Here are the five critical pillars of Amul’s business model:

• Milk Producers
• Village Dairy Cooperative
• District Milk Cooperative Union
• State Cooperative Milk Marketing Federation
• The Consumer

This unique cooperative structure not only supports dairy farmers economically but also enables Amul to deliver consistent quality and value to consumers, making it a cornerstone of India’s dairy industry.

Amul Target Customer

Amul’s target audience can be divided into two main segments: business-to-consumers (B2C) and business-to-business (B2B).

Business to Consumers (B2C)

Amul has meticulously crafted its product portfolio to cater to its consumer base’s diverse needs and preferences. The brand recognizes that its target audience spans different age groups and lifestyle segments and has strategically developed offerings to address the unique requirements of each cohort.

Interestingly, Amul holds the Guinness World Record for the longest-running advertising campaign, further solidifying its position as a beloved brand that has captured the hearts and minds of consumers across age groups.

Business to Business (B2B)

While Amul’s television advertisements primarily focus on its Business-to-Consumer (B2C) market, the brand significantly emphasises its Business-to-Business (B2B) segment. This strategic focus on the B2B market is driven by the fact that these customers purchase products in bulk and are regular, reliable sources of revenue for the company.

Amul’s Marketing Strategy

Amul’s success in the dairy industry is not just about quality products but also its innovative and effective marketing strategies. Let’s explore how Amul strategically markets its products to capture market share and build a strong brand presence.

1) Amul’s Ad Girl Marketing Strategy

One of the most iconic aspects of Amul’s marketing strategy is using the “Amul girl”  in its advertisements. This cartoon character was created in 1967 in response to a rival brand’s advertisement. 

The Amul girl’s distinctive polka-dot dress and curly hair have become an iconic brand symbol. Her expressions and dialogues are often used to comment on current events and social issues, making her a beloved figure among Indian consumers.

This marketing strategy not only captured public attention but also made Amul a part of everyday conversations across India.

2) Moment Marketing Strategy of Amul

Amul is known for its agile “moment marketing” approach. The brand reacts quickly to current events, trends, and social issues through iconic Amul girl advertisements. 

The brand’s marketing team closely monitors the news and social media, and within hours, they can create a topical advertisement featuring the Amul girl. 

This agile approach allows Amul to stay relevant and engage with its audience in a timely and meaningful way.

3) Low-Cost, High-Value Marketing Strategy

Amul has maintained its position as a market leader by offering high-value products at affordable prices. This marketing strategy of Amul not only attracts price-sensitive Indian consumers but also builds trust and loyalty among its customer base. 

This low-cost, high-value approach has been a critical driver of Amul’s success, making it a preferred choice for millions of Indian households.

4) Smart Tagline Marketing Strategy

Amul’s taglines are simple, memorable and impactful, often reflecting the brand’s values and personality. From “Utterly Butterly Delicious” to “The Taste of India,” these taglines have resonated with consumers over the years. 

These catchy slogans not only communicate product benefits but also evoke positive emotions and associations with Amul’s brand identity.

5) Sell all Products Under one Brand

Amul’s marketing strategy involves selling all its products under a single, unified brand umbrella. Consumers recognize and trust the Amul brand for quality and consistency across all product categories: milk, butter, cheese, ice cream, or chocolates. 

This unified branding strategy strengthens brand equity and simplifies marketing efforts, ensuring a cohesive brand experience for consumers.

6) Digital Marketing Strategy of Amul

Amul has also embraced digital marketing to effectively reach and engage with its target audience. The brand’s digital marketing efforts include:

SEO Strategy of Amul

Amul has invested in search engine optimization (SEO) to ensure that its website and online content are easily discoverable by consumers searching for dairy products online. This has helped to increase the brand’s visibility and drive traffic to its digital platforms.

Bonus Read: TripAdvisor SEO Case Study

Social Media Marketing Strategy of Amul

Amul has a strong presence on various social media platforms, including Facebook, Twitter, and YouTube. The brand’s social media strategy focuses on engaging with its audience through informative, entertaining, and topical content.

Amul maintains a strong presence and fosters relationships with its audience through creative campaigns, interactive content, and customer engagement. You can see an example of Amul’s social media marketing strategy in this video.

Facebook Ads Amul Marketing Strategy

Amul runs targeted Facebook ad campaigns to reach and engage its audience. These ads feature eye-catching visuals and compelling copy highlighting the brand’s products and values.

One example is how Amul leveraged a popular Indian festival, Chhath Puja, to promote a new product.

After running initial ads to build awareness about the new offering, Amul quickly adapted its messaging to align with the upcoming Chhath Puja celebrations. The brand created eye-catching Facebook ads that seamlessly integrated its product with the festive theme, tapping into the event’s cultural significance.

This strategic move by Amul demonstrates the brand’s deep understanding of its consumers and agility in crafting contextual campaigns. By linking the new product with a widely celebrated festival, Amul made its offering highly relevant and appealing to the target audience.

For tips and tricks on optimizing your Facebook ads, check out this Facebook ads optimization guide from Reliqus Consulting.

Twitter Marketing Strategy of Amul

Amul engages with its followers through real-time interactions and topical content on Twitter. The brand’s witty tweets, often featuring the iconic Amul ad girl, have helped to build a loyal following on the platform.

YouTube Marketing Strategy of Amul

Amul has leveraged YouTube as a powerful platform to reach and engage its audience. The brand’s YouTube channel boasts an impressive following of over 5 lakh subscribers.

One of the critical elements of Amul’s YouTube marketing strategy is its focus on content marketing. 

The brand has implemented a successful content strategy, particularly during the COVID-19 pandemic, with the launch of its “#SimpleHomemadeRecipes” video series.

This trend started during the pandemic and has been running for over 3,000 videos on Amul’s YouTube channel.

The videos feature professional chefs who shoot and create the content, which Amul then edits and uploads. This Amul marketing strategy has proven to be highly effective. 

By leveraging the expertise of professional chefs and tapping into the growing demand for home-cooked recipes during the pandemic, Amul has generated millions of views and engaged its audience meaningfully.

Moreover, this approach has benefited the chefs involved, as they can be featured on Amul’s large and engaged YouTube following. It’s a win-win situation for both the brand and the content creators.

Overall, Amul’s YouTube marketing strategy, which combines content marketing, professional production, and a focus on trending topics, has been a key driver of the brand’s success in the digital space.

Popular Marketing Campaigns of Amul Dairy Products

Amul’s marketing efforts are not limited to its iconic Amul girl advertisements and digital initiatives. The brand has also launched several successful marketing campaigns that have further strengthened its position in the market.

1) #CelebratingDrKurien

The #CelebratingDrKurien campaign was a marketing initiative launched by Amul in 2018 to honor the 98th birth anniversary of Dr. Verghese Kurien, Amul’s founder.

Key details about the campaign:

• It was a bike rally that travelled 2,500 km from Jammu to Gujarat, the hometown of Amul, to visit dairy farmers and professionals and learn about Dr Kurien’s contributions.
• The campaign aimed to engage young people and inspire them to live purposeful lives, following in Dr. Kurien’s footsteps.
• The campaign was successful, with extensive media coverage and thousands of people from villages across the rally’s route interacting with the bikers.
• This campaign allowed Amul to market its brand and products in rural areas, reaching a broad audience without paying for traditional advertising.

2) #amulrecipes

The #amulrecipes campaign was a marketing initiative launched by Amul on YouTube. Key details about the campaign include:

• Amul created over 300 videos showcasing recipes featuring Amul products, demonstrating the brand’s versatility and utility.
• The campaign was highly successful, significantly increasing Amul’s YouTube subscribers, with over 4 lakh subscribers then.
• Many videos received lakhs of views, indicating high engagement and audience interest.
• Amul used professional chefs to shoot the videos, which were uploaded to their YouTube channel. This strategy allowed Amul to save on content creation costs while producing high-quality content.

Overall, the #amulrecipes campaign was a significant digital marketing success for Amul, enhancing the brand’s online presence and showcasing its products creatively and engagingly.

3) Amul Classics

The Amul Classics campaign was launched by Amul in 2020 during the COVID-19 pandemic. Key details about the campaign:

• Amul revived its classic ads from the 1990s to air during the re-runs of Ramayan and Mahabharat on Doordarshan, which were very popular then.
• Amul uploaded a series of 88 classic ads from the 90s to its YouTube channel, creating a playlist titled “Amul Classics”. The ads featured Amul Ice Cream, Amul Butter, Amul Cheese, Amul Chocolate, and Amul Shrikhand.
• The Amul Classics playlist on YouTube received thousands of views, indicating high engagement and nostalgia among viewers for these iconic ads.

Conclusion

As Amul continues to grow and evolve, it will be interesting to see how the brand adapts its marketing strategy to stay relevant and competitive in an increasingly crowded and dynamic market. 

However, one thing is sure: Amul’s commitment to quality, innovation, and the welfare of its stakeholders will continue to be at the heart of its marketing efforts, ensuring that the brand remains a beloved and trusted name in the hearts and minds of Indian consumers for generations to come.

At Reliqus Consulting, we believe that Amul’s success story serves as a valuable lesson for businesses looking to build a strong brand identity and customer loyalty. By embracing innovative marketing strategies and a customer-centric approach, companies can achieve similar levels of success and become household names in their respective markets.