Marketing Strategy Of Amul: The Daily Success Mantra

Amul is one of India’s most popular and successful dairy product brands. The brand became popular after its catchy tune, Amul Doodh Peeta Hai India, in the 1990s. We all use Amul products in our households on a daily basis. But have you ever wondered how Amul became what it is today? What made Amul so popular that its products are used in every Indian household? The answer is simple: the strong and targetted Marketing strategy of Amul. 

The company has successfully maintained its brand image mainly because of two reasons, the quality of the products, and the strong marketing strategy, which we will discuss further in the blog. But before talking about the marketing and advertising strategy of Amul, lets try to understand the background of the company. 

Amul as a Brand: Our Best Household Friend

Amul, or Anand Milk Union Limited, was founded in 1946 by Dr Verghese Kurein, popularly known as the milkman of India. Since its establishment, Amul has successfully offered a wide range of dairy products nationwide. From milk to butter to cheese and ice creams, Amul has a big product portfolio that caters to the different tastes of its audiences. It is right to call Amul a market leader in dairy products, all thanks to the marketing strategy of Amul that has helped the brand to grow to become people’s favourite over the years. 

But How Did Amul Manage To Do That? 

The quality of Amul products has helped the brand establish a strong presence in the minds of consumers. If you look at Amul’s advertisements and its campaigns, they also come up with something catchy and more humorous to hit the minds of the customers. Amul brand positioning is one of the main reasons why this brand has a huge loyal customer base. 

Do you know: 

During COVID-19, Amul achieved a turnover of Rs 53,000 crore, introduced 60 new products, and donated Rs 800 crore to rural farmers. Moreover, in 2022, Amul had a turnover of Rs 60,000 crore and is aiming to achieve sales of 1 lakh crore by the end of 2025. This shows how well the marketing strategy of Amul has helped the brand gain success and customer loyalty overthe years. 

Marketing Strategy Of Amul: A List of Amul Advertising Campaigns

Regarding branding, no other dairy product is even close to Amul. From innovative designs to Amul brand strategy, the company has taken over the competitive market with smart advertising and marketing campaigns. Some of the famous Advertising campaigns of Amul are: 

1. The Cute Amul Girl Mascot 

Many of us remember Amul as a brand because of this catchy mascot. It is a handmade drawing of a girl created in 1967. In the icon, the girl wears a polka-dotted dress with blue hair and an orange face that resonates with the brand. The marketing strategy of Amul was to take the girl in a cartoon mascot to represent current events, sports, and social issues in a humorous and sarcastic manner. 

In the advertising campaign of Amul, you will notice the activities of the girl change according to the ads. Moreover, in some ads, you will see her doing Yoga, whereas in some ads, you will see her playing cricket. Amul used a series of ads during this campaign but never replaced the Amul Girl’s Mascot. Undoubtedly, it is one of the best marketing strategy of Amul to date.

2. Amul’s Branding as “The Taste Of India” 

Every marketing strategy of Amul gave the brand an edge over its competitors. The tagline, “The Taste Of India”, not only symbolises the brand’s dedication and commitment to providing high-quality dairy products but also, it is a statement of pride where Amul calls itself the taste of the people of India when it comes to choosing dairy products. Moreover, this tagline broke the stereotype that staple foods like butter and bread were not only for British breakfast but also because these flavors represented the heritage of India. 

With this advertising strategy of Amul, the brand not only promised to deliver the best quality of products but also developed a sense of nationalism among the people of India. 

3. Moment Marketing Strategy of Amul 

Moment marketing is a marketing strategy used by brands based on current news, trends, events, etc., to boost brand awareness and generate sales. 

Amul has been using a moment marketing strategy for many years, and like other Amul advertising campaigns, this has also been running successfully. However, previously, they used to publish cartoons in newspapers of crickets, both men and women, to show equality. Today, Amul uses this strategy on its social media platforms like Twitter and Instagram. In India, cricket is treated as an emotion, and Amul has associated itself with this emotion to connect directly with the Indian audience at large. This is a very unique and innovative marketing strategy of Amul. 

4. Low-Cost Marketing Strategy of Amul 

The pricing strategy of Amul is one of the main reasons why its products are seen in every household. Amul follows a low-cost pricing strategy, especially for daily-use products. Amul’s pricing strategy is based on the income level of the consumers. Amul adjusts prices in line with its audience’s rising incomes, ensuring continued affordability. However, when facing tough competition, Amul implements effective pricing strategies like one-on-one offers to stay ahead in the market. 

5. All Products Under One Brand Name

The market for dairy products is very cluttered, and most FMCG companies sell their products using different brand names. However, Amul did this differently; they created one flagship brand (Amul) and started selling all the products under one umbrella. This marketing strategy of Amul not only simplified its marketing efforts but also increased its brand visibility among its customers. Whenever Amul launches a new product in the market, it is sold effortlessly, even without marketing, because of Amul’s brand value and the trust people have in the brand. 

6. Digital Marketing Strategy of Amul 

The digital advertising strategy of Amul has played a crucial role in increasing its reach across various digital and social media platforms. The brand mainly uses social media, email marketing, and influencer marketing to promote its products and services. 

According to Semrush, Amul’s website receives more than 960,000 monthly visitors. If we talk about Amul social media strategy, the brand holds a strong presence among its customers. 

This engagement shows how strongly Amul has maintained its brand presence on various social media platforms. From attractive mascots to low prices, the marketing strategy of Amul is unmatchable, especially in the dairy products segment.

Do you think any other dairy product brand has the potential to replace Amul in the coming years? Do let us know your views below in the comments section.