Marketing Mix of AMULAmul is definitely an “Amoolya” brand. Amoolya in Sanskrit means something, which is invaluable or priceless. With a presence in almost every product, which can be made by milk, Amul has won over hearts along with market share to become a highly valued brand with an Indian origin. Amul was formed because of a revolt of dairy farmers. And today, Amul is a brand against which companies want to compete and come on top but the same is not being allowed by the smart minds in Amul. The reason Amul is such a strong brand is because of the marketing mix of Amul. Here is an in depth analysis of the Marketing mix of Amul. Ø PRODUCT. Amul has a very strong product portfolio. Amul product portfolio is comprised mainly of Dairy products Amul butter; Amul cheese and Amul ice cream are cash cows for Amul as they have the major market share in their product category. Amul ice cream is amongst the top 10 ice cream brands of India. Amul milk, Amul Paneer and Amul Dahi consumption is on the rise. In fact Amul milk has 26% of market share in the packaged milk segment. The only disappointing performance is seen in Amul Chocolates which are a burden for Amul and lot of push is required for the sales of the same. This is because the chocolate market has established players like Parle, Dairy milk and others. CHOOLATE. BADAM. Amul Nutramul. -------------------------------------------PRODUCT LINE------------------------------------------POUCH MILK. Amul has various competitors based on different products. Amul Cheese. Amul Dahi. Amul Ghee. AMUL CHAI MAZA. Amul chocolates. KESAR. Amul Milk powders. Amul pro. In ice cream it is Vadilal. Amul ice cream. Amul Paneer. A lot of people prefer the taste of sweetened milk over plain milk but they don’t consume flavored milk due to the calories attached to it so this product can be the best for them. In butter and milk there is mother dairy. STAMINA DRINK. AMUL TAZA. Amul mithai range. The Product line and depth of AMUL Milk is shown below: Product line includes all the different types of milk provided by Amul like Pouch milk. Ø PRICE. But penetrative pricing strategy is used when the market has a high level of competition and a player wants to . UTH MILK. THANDAI. It could be a direct mix for coffee and other protein powders. This is the major reason that Amul has a sustainable competitive advantage over its competitors. PRO DRINK. AMUL GOLD. AMUL SLIM. FLAVORED MILK (AMUL KOOL). AMUL CALCI. ROSE. Britannia and others. AMUL DIAMOND. AMUL TAAZA. Amul Milk. UHT Milk. AMUL SHAKTI. Amul kool and its variants.The Amul family tree has the following brands – Amul Milk. AMUL KOOL KOKO. • NEW PRODUCT DEVELOPMENT Amul introduced small packaging sugar free sweetened milk. AMUL SLIM TRIM. AMUL KOOL CAFÉ. AMUL GOLD. Amul bread spreads. Dinshaws and Havmor. However. flavored milk (Amul KOOL). ELAICHI. Some may call it penetrative pricing. Amul mithai mate. AMUL MOTI. for health conscious people who usually travel long distances. no competitor has such a vast dairy based product portfolio as Amul. Amul has a strategy of low cost pricing. Thus the product portfolio of Amul considering its dairy origins is astounding. Amul butter milk. storage and distribution has increased over the years. One is the procurement channel. Later on this bulk becomes smaller and smaller and finally one individual slab of butter or scoop of ice cream is sold at the retail place. Amul follows the methodology of breaking the bulk. And the same vision is in place even today. Remember that transportation costs as well as storage and distribution costs are very high in FMCG. these products are still priced at an affordable rate. but the cost has nothing to do with Amul’s strategy. However. as the cost of transportation. During the introduction stage itself. But considering their value for the average India consumer. so has the cost of Amul products gone up. The other is the distribution channel which is responsible for distributing the finalized product to the end customers. when Amul started. Ø PLACE. 2. there were no national players and the dairy market was unorganized. AMUL >> Modern retail. distributors. the milk is used to manufacture the finalised products. In the procurement channel. The initial factory output is in bulk. . In the distribution channel. AMUL >> Carrying & Forwarding Agents >>Distributors >>Dealers/Retailers/Amul shoppe >> Customers. Today also. As it is a FMCG product. Thus. milk. The co-operatives then collect all this milk and send the bulk to the manufacturing facility. which is responsible for collection of Milk through dairy co-operatives. in the case of Amul. butter and cheese is found practically everywhere. you will find that Amul butter. Amul had a vision to provide their products to end customers at the best affordable rates.establish itself in the market by giving low prices. the milk is individually delivered from farmers to the cooperatives. There are two different channels through which Distribution happens in Amul. milk and cheese are available at affordable prices keeping in mind the end customers. Amul has a massive distribution network because its ice creams. At the manufacturing facility. there are carrying and forwarding agents. The distribution is as follows: 1. You may call these products costly. There are also Amul shoppe’s which sell all products in the Amul product portfolio. dealers and retailers involved. Amul is the common brand name for most of its products across categories. Its ad campaign “Amul doodh peeta hai India”. The promotions of Amul are mainly for butter but for all the other products there is hardly any promotions. the main advertisement is BTL through outdoor. overall promotions will always be low for Amul except for the outdoor advertising of Amul butter. The major reason for Amul’s absence in hardcore advertising is that Amul does not want to give away margins in advertising its products. Eustace fernandes. We would like to take this opportunity to specially thank Mr. the creative brain behind the sweet girl. Creative & Always Funny. Amul’s advertising strategy has followed the concept of “ umbrella Branding”. As per Amul. the distribution channel of Amul ensures that the products reach every nook and corner of India. Thus GCMMF look after the disbursement of product to the various marketing channels Ø PROMOTION. Their corporate campaign – . However. She is known to be the most naughty advertising girl ever. Amul hoardings mainly feature the current news and are used to take a tongue in cheek viewpoint at current happenings. But overall. Amul – the Amul ad campaign which is India’s longest running ad campaign at present is going to make a bid in the Guinness Book of World Records for being one of the longest running ad campaigns in the whole world (Only the American ‘Smokey Bear’ campaign is older). Amul’s Advertising Campaign – Simple. The GCMMF handles the works relating to managing of stocks and distributors in country.Thus there is a lot of transportation involved for all of Amul’s products. their maximum budget for advertising is 1% of the turnover. And the major reason for Amul’s strong presence in the market is its excellent quality combined with the affordable price. The Smita Patil ad where in Smita patil is shown as a village milk collector is one of the most famous ads for Amul. conceptualized & created by FCB ulka. Amul is known to go ATL and advertise milk. For instance. the Amul girl has also been used to advertise Amul ghee and milk. During the launch of products. trade promotions. However. But we should know by now that the Amul girl is hardly sweet or cute. butter etc. discount schemes and sales promotions. The Amul ads have almost become a part of folklore in the Advertising and Communications industry nowadays. was drafted to proclaim its leadership position and was targeted at people across all income categories. Thus. AMUL has developed federation and AMUL parlors located in several part of country. Amul is responsible for one of the most unique and longest running outdoor campaign as well as one of the most known outdoor advertising characters – The Amul girl. each advertisement hits the nail on the head. Above and beyond that will directly affect the cost of the product. THE TASTE OF INDIA caters to people belonging to all walks of life & across cultures. It is circled around a one-day-old child who needs milk as such as to dead man who needs ghee. This is what one would call “ keeping it straight and simple!” Another one from the days when things were beginning! During 2007 T20 world cup win! Given its wide product portfolio. Amul has stuck to the kind of promotional activities it does but still has been the number 1 in the market. . They have promoted Butter also through various cookery shows and other such food related programmes to target the consumers like housewives and chefs. and pretty much owns the category.Their pricing and promotion strategy together have made it available at food hawkers and stalls on Indian roads only to gain maximum visibility across all consumer groups. being one of the early entrants in terms of branding.Amul Butter has dominated this field. as the hoardings of the Amul Moppet keep changing to reflect the changes taking place in the nation. . The positioning taken by it is strongly topical.