A Summer Internship Project

Report On

“Amul Marketing Strategy - Traditional & Digital”

Submitted To:

Municipal College Rourkela, Odisha

IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF

DEGREE OF BACHELOR OF BUSINESS ADMINISTRATION (BBA)

UNDER THE GUIDANCE OF

CORPORATE GUIDE: FACULTY GUIDE:

Rajendra Parida Mr. Naba Kumar Tripathy

FFR Rourkela BBA Department

Amu gcmmf ltd. Municipal College

Sambalpur Rourkela

SUBMITTED BY:

Adeeba Ajaj

BBA 3rd Year

University Roll No: S4422BBA015

Session: 2022-2025

Municipal College

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 DECLARATION

I, Adeeba Ajaj, student of BBA Batch 2022-25 of MUNICIPAL COLLEGE, ROURKELA

hereby declare that the project work entitled “Amul Marketing Strategy - Traditional &
Digital” is my original work and it has not been submitted earlier in any other university and
institution. I shall be solely responsible for any plagiarism or other irregularities, if noticed in
the project.

Wherever reference has been made to previous works of other, it has been clearly indicated as
such and included in the bibliography.

I, here by further That all information of this document has been Obtained and present in
accordance with academic rules and ethical conduct.

Place: Rourkela

Date:

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 ACKNOWNOLADGEMT

I would like to express my deepest appreciation to my dissertation supervisor, Mr. Naba Kumar
Tripathy for his valuable guidance, support, and encouragement throughout this research
project. I am grateful for his insightful comments, constructive, criticism and his unwavering
commitment to my success. Their invaluable insight and constructive feedback have been
instrumental in shaping the direction of my dissertation.

I would like to express my sincere gratitude to the principal of Municipal College. Your support
and encouragement throughout this process have been invaluable. I appreciate the time and
resource that you have dedicated to my research, and I am grateful for the trust that you have
placed in me. Your leadership and vision for the college have been inspiring, and I am grateful
to have had the opportunity to work with you.

I extent my heartfelt thanks to The Gujarat Co-operative Milk Marketing Federation Ltd.,
Rourkela, Sambalpur for granting me access to their data, which was crucial in analysing an
interpreting my feelings.

I would like to thanks my friends for their unwavering support and motivation throughout my
academic’s journey. Their timely help and encouragement were much findings.

Finally, I would like to thank my family and relative, who have always been my source of
inspiration and strength. Their love, support, and encouragement have been the driving force
behind my academic success.

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 CERTIFICATE

This is to certify that the work incorporated in this project work titled “Amul Marketing
Strategy - Traditional & Digital” is an academic work done by Miss. ADEEBA AJAJ
submitted in the partial fulfilment of the requirement for the award of degree of Bachelor of
Business Administration at Municipal College, Rourkela under my guidance and direction.

ADEEBA AJAJ has given an undertaking that the information presented in the project has not
been submitted earlier in any other university or institution.

Place: Rourkela Rajendra Parida

Date: FFR, Rourkela

Signature of the Internal Signature of the External

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TABLE OF CONTENTS

CHAPTER 1. INTRODUCTION………………………………………………………..7

1.1 INTRODUCTION TO THE TOPIC……………………………………………....8

1.2 CONCEPT OF MARKETING………………………………………………….....8
1.3 CONCEPT OF MARKETING STRATEGY…………………………………....8-9
1.4 COMPANY PROFILE…………………………………………………………..10-11
1.5 VERGHESE KURIEN: THE FATHER OF WHITE REVOLUTION………11-12
1.6 AWARDS………………………………………………………………………….....12
1.7 VISION & MISSION OF AMUL………………........…………………………….13
1.8 ACHIEVEMENTS……………………………...…………………………………..13
1.9 THE AMUL BUSINESS MODEL……………………………………………...13-14
1.10 AMUL'S TARGET AUDIENCE…….……………………………………….14-15
1.11 MARKETING MIX OF AMUL……………………………………………....15-20
1.12 SWOT ANALYSIS………………………………...…………………………..20-21

CHAPTER 2. LITERATURE REVIEW…………………………………………….22-28

CHAPTER 3. RESEACH METHODOLOGY………………………………………….29

3.1 RESEARCH DESIGN ………….…………………………………………………..30

3.2 OBJECTIVES OF THE STUDY…………………………………………………...30
3.3 SCOPE OF THE STUDY…………………………………………………………...30
3.4 DATA SOURCES………………………………………………………………...30-31
3.5 SAMPLING PLAN……………………………………………………………….....31
3.6 SAMPLING METHOD………………………………………………………...31-32
3.7 LIMITATIONS OF THE STUDY…………………………………………………32

CHAPTER 4. DATA ANALYSIS AND INTERPRETTION…………………….….33-53

CHAPTER 5. FINDINGS, CONCLUSION & RECOMMENDATIONS…………54-56

REFERENCES….………………………………………………………………………..57

APPENDIX – Questionnaires………………………………………………………...58-61

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 EXECUTIVE SUMMARY

The project titled “Marketing Strategies and Brand Loyalty of Amul in India” explores the
various marketing strategies employed by Amul, a leading dairy brand in India. It highlights
the significance of these strategies in fostering brand loyalty among consumers. The report
emphasizes Amul's diverse product range, which includes items like Amul spray, Infant Milk
Food, Frostik chocolate bars, and Slim scoop fat-free frozen desserts, catering to different
consumer segments and preferences. This extensive portfolio not only enhances brand visibility
but also strengthens consumer trust and loyalty. A detailed SWOT analysis reveals Amul's
strengths, such as a diverse product portfolio that includes cheese, butter, curd, chocolates, and
ice cream. This extensive range allows Amul to cater to various consumer preferences
and market segments.

Additionally, the research methodology adopted in the project includes a descriptive correlation
design, which aims to establish the relationship between Amul's marketing strategies and
consumer brand loyalty. A sample size of 150 respondents was selected to gather insights into
consumer behaviour and preferences regarding Amul products. The research employs a
descriptive correlation design, focusing on the relationship between marketing strategies and
brand loyalty. The study outlines the methods for data collection and statistical analysis,
ensuring a robust framework for answering the research questions. The findings indicate that
effective marketing strategies, such as targeted promotions and product diversification,
significantly contribute to building brand loyalty among consumers. The project also discusses
the importance of ethical considerations in research, ensuring that the work is original and
adheres to academic standards.

Finally, the project provides valuable insights into how Amul's marketing strategies influence
brand loyalty in the competitive dairy market of India. It suggests that Amul should continue
to innovate and adapt its marketing approaches to meet changing consumer preferences and
market dynamics. Recommendations include enhancing digital marketing efforts and focusing
on sustainability to appeal to environmentally conscious consumers. By implementing these
strategies, Amul can further solidify its position as a trusted brand in the minds of Indian
consumers.

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 Chapter 1
INTRODUCTION

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INTRODUCTION TO THE TOPIC

This research takes a close look at Amul's marketing strategies. It discusses how Amul works
to boost its sales and improve its brand loyalty among customers. The report provides an in-
depth look at Amul's current marketing methods and ends with suggestions and
recommendations for future improvements.

In simple terms, a marketing strategy is a plan that helps a company focus its resources on the
best ways to increase sales and stay competitive. It works best when it aligns with the
company’s overall goals and mission, guiding how the company connects with customers,
potential buyers, and competitors. A successful marketing strategy is one that integrates
smoothly with the company’s broader goals, such as its corporate mission and objectives,
creating a unified brand experience. Moreover, a good marketing strategy keeps the company
aligned with its mission statement, guiding how it positions itself in the market and competes
with others. In Amul’s case, its marketing strategy focuses on customer engagement, brand
loyalty, and maintaining a strong connection with its target audience, helping the company to
sustain its position in the competitive Indian market.

Concept of Marketing

The concept of marketing revolves around understanding customer needs, creating value, and
building relationships with customers to achieve business success. At its core, marketing aims
to identify and satisfy customer demands, making it essential for businesses to analyse
customer behaviour, market trends, and competitor activities. Through these insights,
companies can design products and services that meet customer expectations, positioning
themselves effectively in the market.

Concept of Marketing Strategy

A marketing strategy is a plan designed by a business to reach its target audience, increase
sales, and build brand loyalty while achieving a competitive advantage in the market. It is
essentially a roadmap that outlines how a company will use its resources to meet the needs of
its customers and stand out from competitors.

By focusing on the most promising opportunities, a marketing strategy helps a company direct
its efforts efficiently and effectively. A well-constructed marketing strategy typically begins
with in-depth market research to understand customer needs, preferences, and behaviours. This

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includes identifying the target market, analysing competitors, and spotting market trends.
Based on this data, the company can craft a unique value proposition and choose the most
effective marketing channels and tactics, whether it be social media, content marketing,
advertising, or sales promotions.

Additionally, a marketing strategy includes setting clear goals and metrics to measure success,
ensuring that every action taken aligns with the company’s broader objectives.

Marketing strategies are dynamic and can evolve over time to adapt to market changes, shifts
in consumer behaviour, or new technological advancements. By continuously assessing and
refining their strategy, companies can respond to changes quickly and sustain their competitive
edge.

Ultimately, a strong marketing strategy serves as the backbone of a company’s efforts to

connect with customers, build brand recognition, and drive growth. A marketing strategy often
integrates an organization's marketing goals, policies, and action sequences (tactics) into a
cohesive whole. Similarly, there are various strands of the strategy which might include
advertising, channel marketing, internet marketing, promotion and public relations, can be
orchestrated.

A well-defined marketing strategy provides numerous advantages for a business, including

clearer focus, efficient resource allocation, and stronger customer engagement. It allows a
company to target its efforts on the most promising opportunities, helping to reach the right
audience and improve brand recognition. A good strategy also ensures consistency across all
marketing activities, which strengthens brand identity and builds customer trust. By setting
measurable goals, a marketing strategy enables businesses to track performance, make data-
driven adjustments, and stay competitive. Ultimately, a solid marketing strategy supports
sustained growth, profitability, and long-term customer loyalty.

Despite its benefits, a marketing strategy also has some disadvantages. Developing and
implementing a strategy can be costly and time-consuming, requiring significant investment in
market research, advertising, and continuous analysis. Additionally, strategies may not always
adapt quickly to rapid changes in the market, such as evolving customer preferences or new
competitors, which could lead to missed opportunities. Rigid adherence to a set strategy can
limit creativity and responsiveness, preventing a business from seizing new or unexpected
trends. Furthermore, if the strategy is poorly executed or misaligned with the company’s goals,
it can result in wasted resources and damage to brand reputation.

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 COMPANY PROFILE

Anand Milk Union Limited, popularly known as Amul is a cooperative society based in Anand,
Gujarat in India. The company was started with the motive of providing welfare to the farmers
and in the process, it went on to establish itself as one of the most successful brands in India.

In the year 1946, the first milk union was established. This union started with 250 liters of milk
per day. In the year 1955, AMUL was established. In 1946, the union was known as the KAIRA
DISTRICT CO-OPERATIVE MILK PRODUCERS’ UNION. This union selected the brand
name AMUL in 1955. Amul was established in 1946 not merely as a brand but as a movement
too. A movement that gave the farmers of Gujarat the courage to Dream, Hope, and Live. It
was founded with the purpose to stop the exploitation done by the middlemen "Pestonjee
Edulji" who marketed Polson butter.

In the early 40’s, the main sources of income for the farmers of Kaira district were farming and
selling milk. At that time, there was a high demand for milk in Bombay. The main supplier of
the milk was Polson Dairy Limited, which was a privately owned company and held a
monopoly over the supply of milk in Bombay from the Kaira district. This system leads to the
exploitation of poor and illiterate’ farmers by private traders. The traders used to stand beside
the prices of milk, and the farmers were forced to accept them without uttering a single word.

However, when the exploitation became intolerable, the farmers were frustrated. They
collectively appealed to Sardar Vallabhbhai Patel, who was a leading activist in the freedom
movement. Sardar Patel advised the farmers to sell the milk on their own by establishing a
cooperative union instead of supplying milk to private traders. Sardar Patel sent the farmers to
Shri Morarji Desai in order to gain his cooperation and help. Shri Desai held a meeting at
Samarkha village, near Anand, on January 4, 1946. He advised the farmers to form a society
for the collection of milk.

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These village societies would collect the milk themselves and would decide the prices at which
they could sell it. The district union was also formed to collect the milk from such village co-
operative societies and sell it. It was also resolved that the government should be asked to buy
milk from the union.

However, the government did not seem to help farmers by any means. It gave a negative
response by turning down the demand for the milk. To respond to this government action, the
farmers of Kaira district went on a milk strike. For 15 whole days, not a single drop of milk
was sold to the traders. As a result, the Bombay milk scheme was severely affected. The milk
commissioner of Bombay then visited Anand to assess the situation. Having seen the condition,
he decided to fulfill the farmer’s demand.

They hence started the Milk Cooperative movement "Kaira District Cooperative Milk
Producers Union Ltd", which was later renamed "Amul".

VERGHESE KURIEN: THE FATHER OF WHITE REVOLUTION

Dr. Verghese Kurein, who is known as the "Milkman of India", was responsible for turning
India from a milk-deficient country to the largest producer of milk in the world today in which
Amul has played a key role. He left his government job and decided to join Tribhuvandas Patel
and Morarji Desai who were trying to unite the farmers and form a cooperative movement
against exploitation.

Thus, their cooperative unions were forced at the village and district level to collect and sell
milk on a cooperative basis without the intervention of the government. Mr. Verghese Kurien
showed a main interest in establishing unions and was supported by Shri Tribhuvandas Patel,
who led the farmers in forming cooperative unions at the village level. The Kaira district milk
producer union was thus established in ANAND and was registered formally on December 14,
1946. Since farmers sold all the milk in Anand through a cooperative union, it was commonly
resolved to sell the milk under the brand name AMUL.

At the initial stage, only 250 liters of milk were collected every day. But with the growing
awareness of the benefits of cooperativeness, the collection of milk increased. Since milk is a
perishable commodity, it becomes difficult to preserve it for a longer period of time. Besides,
when the milk was to be collected from faraway places, there was a fear of spoilage. To
overcome this problem, the union thought of developing a chilling unit at various junctions that
would collect the milk and chill it so as to preserve it for a longer period of time. Thus, today

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Amul has more than 150 chilling centers in various villages. Milk is collected from almost
1073 societies. With the financial help from UNICEF and assistance from the government of
New Zealand under the Colombo plan, a factory to manufacture milk powder and butter was
planned Dr. Rajendra Prasad, the president of India, laid the foundation on November 15, 1954.
Shri Pandit Jawaharlal Nehru, the prime minister of India, declared it open at Amul Dairy on
November 20, 1955.

AWARDS:

• IMC Ramkrishna Bajaj National Quality Award - Excellence in Crisis - Crisis

Superheroes Award - 30th October 2020
• World Dairy Innovation Awards - 2020 - Finalists
• Amul - Marketer of the year FMCG Food - IAA Leadership Award 2019
• IMC Ramkrishna Bajaj National Quality Performance Excellence Trophy-2018
• Amul wins World Dairy Innovation Award-2018
• Special Jury citation for Risk Management Award 2018
• GCMMF received the &tv Pitch Top 50 brands Award - Amul Evergreens - 2007
• BML Munjal Award 2017
• GCMMF received Bronze Trophy at the Indian Marketing Awards - 2014
• GCMMF - Finalist in World Beverage Innovation Awards - 2014
• Amul wins World Dairy Innovation Awards-2014
• Amul receives Srishti Good Green Governance award for the year 2013
• Amul wins AIMA High Performance Brand Award-2013 for brand Amul
• Shri R S Sodhi, MD-GCMMF, receives prestigious QIMPRO GOLD STANDARD
Quality Award 2013
• GCMMF wins the SAP Award for Customer Excellence (SAPACE) 2013 under the
category of "Best Run Award in Finance"
• Amul ET-Corporate Citizen Award of the Year 2010-11 to GCMMF
• Dr. V.Kurien honoured with Life Time Achievement Award
• GCMMF receives Srishti's G-Cube Award - 2010
• Amul Bags Srishti G-cube Award for Good Green Governance - 2009
• Ramkrishna Bajaj National Quality Award-2003
• Qimpro Gold Standard Award - 2003
• Rajiv Gandhi National Quality Award - 1999

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VISION OF AMUL

Provide more satisfaction to farmers, employees, customers and distributors.

MISSION OF AMUL

Satisfy the taste and nutritional requirements of customers of the world, through excellence in
marketing we are promising to offering quality products that provides best value for money.

ACHIEVEMENTS:

Amul Asia's largest dairy cooperative was created way back in 1946 to make the milk producer
self-reliant and conduct milk business with pride. Amul has always been the trend-setter in
bringing and adapting the most modern technology to the doorsteps of rural farmers. Amul
created history in the following areas:

• The first self-motivated and autonomous farmers organization comprises more than
50,00,000 marginal milk producers in Kaira District.
• Created dairy cooperatives at village level functioning with milk collection centers
owned by them.
• A computerized milk collection system with an electronic scale and a computerized
accounting system.
• The first and only organization in the world to get the ISO 9000 standard for its farmer's
cooperatives.
• First to produce milk powder from surplus milk.
• Amul is a live example of how cooperation amongst the poor marginal farmers can
provide means for the socio-economic development of the underprivileged marginal
farmers.

THE AMUL BUSINESS MODEL

This model aims to provide 'value for money to the customers and protect the interests of
farmers simultaneously.

Amul has 5 pillars in its business model. It is a “for the people” company. There is no single
owner of Amul, all villagers manage Amul Cooperative society. Here are the 5 pillars of the
business model.

• Milk Producers

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 • Village dairy cooperation
• District Milk cooperation union
• State cooperative milk marketing federation
• The Consumer

The Amul Model is a three-tiered structure that is implemented in its dairy production:

• Amul acts as a direct link between milk producers and consumers that removes the
middlemen which help them offer products at affordable prices.
• Farmers (milk producers) control procurement, processing, and marketing.
• Run by Professional Management

With this model, Amul has made a significant impact in the market along with taking care of
the farmers and also providing value-for- money services to its customers.

Amul's Target Audience

Amul targets those customers who need a good quality product at an affordable cost.

Amul has targeted the mass market of India with no premium offerings and works on providing
the best quality products at affordable prices. Amul formulates its pricing policy on the low-
cost price strategy which has attracted a lot of customers in the past and it continues to do so.

Now let us understand Amul's target audience based on customer-wise targeting and industry-
wise targeting. Their strategy divides the target audience on the following two bases:

1.Customer-Based Target Audience (B2C)

Amul created products for every age group based on their interests and choices. Here are the
names of a few products. They hold the Guinness record for the longest-running
advertising campaign.

Customers Amul products

Youth Amul Pizza, Amul cheese spread, Amul Pizza Cheese
Health Conscious Amul lite butter, Nutramul, Amul Shakti,
Sugar/skimmed milk powder

Kids Amul milk, chocolate, Amul Kool, Nutramul

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2.Industry-Based Target Audience (B2B)

In T.V. advertisements, we generally see Amul focusing on the B2C market. But in reality, the
brand has a special interest in the B2B category. B2B category people buy products in bulk and
are regular customers that’s why they are very important for the company.

Amul has segmented Milk for various industries such as ice-cream manufacturers, restaurants,
coffee shops, and many similar industries. Further, it has segmented Butter, Ghee, and Cheese
for bakeries, pizza, snack retailers, confectionaries, and many more.

MARKETING MIX OF AMUL

The term "marketing-mix" was first coined by Neil Borden, the president of the American
Marketing Association in 1953. It is still used today to make important decisions that lead to
the execution of a marketing plan. The various approaches that are used have evolved over
time, especially with the increased use of technology.

The marketing mix is a business tool used in marketing and by marketers. The marketing mix
is often crucial when determining a product or brand's offer, and is often associated with the
Four P's: price, product, promotion, and place.

1. Amul Marketing Mix: Product

Amul offers a wide range of dairy products.

A vast variety of products are offered by AMUL which are as follows:

BREADSPREADS MILK RANGE

• Amul Butter • Amul Fresh 3% fat Milk
• Amul lite low fat bread spread • Amul Gold 4.5% fat Milk
• Amul Cooking Butter • Amul Slim-n-Trim 0% fat milk.
ETHNIC SWEETS RANGE • Amul Chocolate Milk

• Amul Shrikhand (Mango, Saffron, • Amul Fresh Cream

Almond Pistachio, Cardamom) • Amul Snowcap Softy Mix
• Amul Amrakhand • Amul Taaza Double Toned Milk

• Amul Sweets Gulab Jamuns MILK POWDERS

• Amul Sweets Gulabjamun Mix • Amul Full Cream Milk Powder
• Amul Sweets Kulfi Mix • Amulya Dairy Whitener

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 • Sagar Skimmed Milk Powder

FRESH MILK • Sagar Tea and Coffee Whitener

• Amul Taaza Toned Milk 3% fat
• Amul Gold Full Cream Milk 6% fat CHEESE RANGE
• Amul Shakti Standardized Milk 3% fat • Amul Pasteurized Processed
• Amul Smart Double Toned Milk 1.5% Cheddar Cheese
fat • Amul Processed Cheese Spread
• Amul Pizza (Mozzarella Cheese)

AMUL ICECREAMS • Amul Shredded Pizza Cheese

• Royal Treat Range (rajbhog, • Amul Emmental Cheese

cappuchino, chocochips, butterscotch, • Amul Gouda Cheese

Tutti Frutti • Amul Malai Paneer (cottage

• Nut-o-Mania Range - (Kaju Drakshi, cheese) Frozen and Tinned

Kesar Pista, Roasted Almond, Kesar • Utterly Delicious Pizza

Carnival, Badshahi Badam Kulfi,
Shista Pista Kulfi) INFANT MILK RANGE
• Utsav Range (Fig, Roasted Almond)
• Amul Infant Milk Formula 1 (0-6
• Simply Delicious Range (Vanilla, months)
Strawberry, Pineapple, Rose,
• Amul Infant Milk Formula 2 (6
Chocolate) months above)
• Nature's Treat (Alphanso Mango, • Amulspray Infant Milk Food
Fresh Litchi, Anjir, Fresh Strawberry,
CHOCOLATE & CONFECTIONERY
Black Currant)
• Amul Milk Chocolate
• Sundae Range (Mango, Black Currant,
• Amul Fruit & Nut Chocolate
Chocolate, Strawberry)
• Amul Eclairs
• Millennium icecream (Cheese with
BROWN BEVERAGE
Almonds, Dates with Honey)
• Nutramul Malted Milk Food
• Cool Candies (Orange, Mango)
• Milk Bars (Chocobar, Mango Dolly,
Raspberry Dolly, Shahi Badam Kulfi, MILK DRINK
• Amul Shakti Flavoured Milk

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 Shahi Pista Kulfi, Mawa, Amul Tulsi
Doodh, Green Pistachio Kulfi) CURD PRODUCTS
• Cassatta
• Amul Masti Dahi (fresh curd)
• Tricone Cones
• Amul Butter Milk
(Butterscotch, Chocolate)
• Amul Lassi
• Megabite Almond Cone
• Frostik - 3 layer chocolate Bar
PURE GHEE
• Fundoo Range - exclusively for kids
• Amul Pure Ghee
• SlimScoop Fat Free Frozen Dessert
• Sagar Pure Ghee
(Vanilla, Banana, Mango, Pineapple)
• Amul Cow Ghee

Amul keeps investing in research and development, hence, strives to bring different products
to their customers. A new range of products mix of Amul were launched with Amul Panchamrit,
Immunity Booster Shots & more.

2. Amul Marketing Mix: Price

The pricing strategies of Amul includes a combination of competitive and low-cost pricing.
Amul began with the vision to provide the best quality dairy products at affordable prices. The
pricing of different product mix of Amul is taken into account by different factors such as the
price of raw material, labour cost, farmer's profit, transportation cost and storage costs.

Amul is pursuing a low-cost strategy for products commonly used like milk, ghee, butter and
so on, where they offer these products at a lower price than their competitors. For products like
Amul spray, pro-lite, condensed milk and more the company adheres to a competitive pricing
strategy, where the price of these products is similar to their competitors. However, Amul also
offers value packs and discounts to make its products more affordable for consumers.

3. Amul Marketing Mix: Place

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Amul establishes its image by outpacing the quality of other brands and are readily available
to entire demographics in urban or rural areas. They target children, adults and businesses under
the umbrella of their product.

In Amul, distribution takes place through two main methods:

1. Procurement channel - Farmers provide milk to cooperatives, which is gathered in bulk

and transported to the processing plant. That milk is made to produce the final goods at the
production plant.

2. Distribution channel - In charge of getting the finished product to the end-users. Carrying
and forwarding agencies, distributors, dealers, and retailers are all part of the distribution chain.

There indeed is a lot of transportation that lead to the final product distribution; however, Amul
doesn't fail to deliver their products to every corner of India.

Amul Marketing Mix: Promotion

Amul is one of the fewest corporations running a successful campaign since the start. They also
have had a prestigious and fun campaign character - The Amul girl, created by Mr Eustace
Fernandes. Campaigns such as "Indian Taste" have given emotional value to its marketing, and
each household's promise as a family product has been realised.

Amul frequently incorporates current events in their advertising, often in a humorous manner
that engages the user. The majority of their advertising is focused on butter since they do not
want to not spend more than 1% of their turnover on promotion that could have a direct impact
on product cost.

Amul has recently moved to an e-commerce platform with an Amul online app via which they
distribute items to e-commerce customers that are high in volume. This has aided Amul in the
promotion of their brand on various social media sites, i.e. digital marketing.

Amul's Marketing Campaigns and Strategy

In this section, we would go through Amul's social media marketing strategy and campaigns
implemented by them.

The Story of the Amul Girl, India's Most Loved Ad Icon

Amul Girl is the official mascot of the Amul brand. It is a hand-drawn cartoon of a young
Indian girl dressed in a polka-dotted frock with blue hair and a pony tied up. The Amul Girl

18
was created as a response to Amul's rival brand Polson's butter-girl back in 1967. It has made
a world record for the longest run ad campaign that ever happened on planet earth! Amul's
mascot strategy has worked out very well offline but lets us now check how is it working on
the digital fronts.

Amul's Digital Marketing Strategies during COVID-19

Despite the lockdown and Amul also being an FMCG brand, sales have increased due to excess
consumption of households during the lockdowns and its presence on E-commerce sites like
Big Basket, Paytm mall, etc. However, it has also doubled its spending on its marketing efforts.

During the lockdown, everyone avoided stepping out of their homes and even if they did,
nobody wanted to travel too far for their food supplies and put their safety at stake. So Amul
went one step ahead and created an App to help its customers locate Amul products near them.

Let's now have a look at the Marketing campaigns launched by Amul during the lockdown

1. Amul Classics

We all know that television had started airing Ramayan and Mahabharat again after a span of
a long time. So, Amul received a lot of requests from customers to start airing their old 90s
retro ads again. That's when Amul took its customers on a nostalgic trip by airing its old com
online as well as on TV. So, Amul is making a lot of effort to increase its visibility for the Indian
public which is sitting home and consuming content on Social Media platforms.

2. Simple Homemade Recipes

During the start of the lockdown, Amul came up with a campaign called
#SimpleHomeMadeRecipes. They invited chefs from all parts of India and all types of eateries
like Bakeries, Hotels, Catering establishments, etc, and asked them to showcase their cooking
skills to their Facebook audiences. In each episode of this cooking show, chefs shared a new
recipe in which they used Amul products. Around 750 million people viewed these episodes,
and Amul even shared pictures of dishes prepared by their audience. It has released more than
700 episodes on its youtube channel and continues to upload it regularly. This move was
successful and it received a lot of responses from the audience.

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SWOT ANALYSIS

Amul is one of the largest milk and milk-based product manufacturers in India. Known to be
the founder of the white revolution in India, Amul has some strong products and brands up its
sleeve, the strongest of which is Amul ice cream. Similarly, the Milk & Dairy Products
Company has a very in-depth product portfolio, including cheese, butter, curd, chocolates, ice
cream, and others. You can visit the following link to refer to the marketing mix of Amul.
However, following are the points in the SWOT analysis of Amul:

STRENGTHS IN SWOT ANALYSIS OF AMUL

• Very high market share in ice cream helps it push other products into the market. Amul
has the top market share in ice cream segment which further
• Excellent brand equity Amul is a beloved brand over the years and the contribution of
Amul girl and her outdoor ads should specifically be mentioned here.
• Excellent quality management quality complaints come for Amul even though Amul
has such a wide and large distribution network, hardly any
• Strong distribution network This is one company which is strong in urban as well as
rural distribution. You will find Amul present even in small towns and villages.
• Good product portfolio Amul had a deep product portfolio when compared to any
company. It has many different varieties of milk-based food items like cheese, butter,
milk, buttermilk, lassi and many others. In ice creams too, Amul has a large variety of
flavours
• Strong Supply chain Vendors love Amul and Amul is known for the white revolution in
India.
• Rural presence Strong rural presence of Amul is its plus point. It is mentioned here
separately because this rural presence gives Amul a strong competitive advantage.

WEAKNESSES IN THE SWOT ANALYSIS OF AMUL.

• Cost of Operations Amul's operation is huge. And so is the cost. Plus, the sector is such
that maintaining margins becomes difficult day by day. Thus, to face international
players, Amul needs to maintain the operations in the same manner it is carrying out
today. It is not a weakness but rather a constant challenge for Amul. In fact, during the
summer, the brand faces a severe shortage of supply.

20
 • The Amul’s expansion into chocolate has failed, and hardly any product of Amul
chocolates is selling in the market.
• Amul needs further products to expand its product line and increase its bottom line.

OPPORTUNITIES IN THE SWOT ANALYSIS OF AMUL.

• Export Amul can export its product to other countries, thereby increasing its turnover
and margins exponentially.
• Concentrate more on the chocolate market. Amul has a no-advertisement policy, which
creates a problem for its foray into additional products. Amul should, in fact, have
separate SBU's and concentrate more on increasing its product line through chocolates
or other such products.

THREATS IN THE SWOT ANALYSIS OF AMUL.

• Increasing competition in the ice cream segment Many players, local and international,
are entering the ice cream market, thereby taking away a share of the wallet from Amul.
• Kwality Walls, Naturals, London Dairy, Havmor, Arun Ice Cream, Vadilal, and Ramani
are some of the few brands that are directly in competition with Amul.

21
 Chapter 2

LITERATURE REVIEW

22
Salunkhe Pravin Pandurang (2013) examines the distribution system of Amul. India is one
of the largest producers of milk in the world, with production of 127 million metric tons in
2011–2012 and an increase of 4.25 percent over the previous year. India continued to be the
largest milk-producing nation in 2011–12. And has the contribution of around 17% in world
milk production (730.1 million metric tons). In India, total milk production: the dairy
cooperatives collected 10.5 million metric tons of milk, an increase of around 10 percent
compared to 2010-11. Milk marketing by the cooperatives stood at 8.6 million metric tons, an
increase of around 4 percent compared to the previous year. The project is entitled “Distribution
System of Amul Pouch Milk in Uttarsanda.

Ashish Kumar Isher, Sudhakar Dwivedi, and Rajiv Sharma (2017) examine the retailer’s
satisfaction towards the distribution channel of AMUL products in Jammu. ”has been
conducted in Jammu, in which the retailers and distributors were selected at different places in
Jammu city through convenience sampling. The information from various retail shops and
distributors was collected with the help of a well-structured, pre-tested schedule, and the data
was analyzed by using descriptive statistics, pie charts, and per centages. In this study, two
distribution channels of AMUL products in Jammu were identified, viz. (I) Company → C/F
→ Distributer → Retailer → Consumer, and (II) Company → C/F → AMUL retail outlet →
Consumer.

Ramana Prakash (2006) examines the distribution channel of effectiveness of the ice cream
market (Amul Kwality Walls) in Hyderabad. Ice cream, a most palatable and nourishing food
that was once considered to be a sophisticated item, is becoming more and more popular among
all sections of the population in recent times. As the mercury rises, nobody is happier than the
ice cream manufacturers, who are already filling their iceboxes with dollops of new,
mouthwatering flavors. Amul is the largest food brand in India, which has a turnover of Rs
3800 crores per annum. They are manufacturing and marketing perishable dairy products by
using most modern plants and effective distribution channels. The primary objective of the
study was to ascertain the major. Gujarat Coopemtive Milk Marketing Federation Limited
(GCMMFL) by comparing with Kwality Walls, the leading player in the Hyderabad market.

K. N. Beesabathuni and UCM Natchu (November 2010) examine the production and
distribution of a therapeutic nutritional product for severe acute malnutrition in India. The
limited resources for hospitalized treatment of India’s nearly 8 million children with severe
acute malnutrition (SAM) make community management of SAM a priority. Capability to

23
produce sufficient quantities of Ready-to-Use Therapeutic Food (RUTF) is one component of
preparedness for community management of SAM. Production of RUTF is a simple process
that consists of grinding, mixing, and packaging using widely available equipment. Nitrogen
flush packaging increases shelf life to 2 years, though it is the most expensive and slowest step
of the production process. Being a therapeutic product, quality and safety must be ensured,
including aflatoxin measurement and estimation of micronutrient and macronutrient content
consistently.

Venkatakrishna V., Saraswathi P., and Radharao Chaganti (April 2002) examine the white
revolution—How Amul brought milk to India. The most notable feature of a developing
country is that it witnesses the birth of a number of organizations geared to meet the demands
of and opportunities presented by that development. Success of the development process,
indeed, hinges on how well those new organizations grow and mature and serve the needs of
society at large. However, not all new organizations grow and mature. Some face an early
decline. What distinguishes the organizations that survive and grow? This paper presents a
framework that helps answer this question and illustrates it with the history of corporate
strategy of a well-known cooperative in India.

Pankaj Chandra and Devanath Tirupati (April 2003) Business Strategies for Managing
Complex Supply Chains in Large Emerging Economies. In this paper, we describe a case study
of a dairy cooperative, AMUL, in western India that has developed a successful model for
doing business in a large emerging economy. It has been primarily responsible, through its
innovative practices, for India to become the world’s largest producer of milk. This paper draws
various lessons from the experiences of AMUL that would be useful to cooperatives globally
as well as firms that are interested in doing business in large emerging markets like India and
China

B. Bowonder, B.R. Raghu Prasad, and Anup Kotla (July 2005) examine the ICT application
in a dairy industry: the e-experience of Amul. The use of information communication
technologies (ICT) in the rural areas of Gujarat. By Gujarat Cooperative Milk Marketing
Federation Ltd. (GCMMFL) has made the operation of the dairy industry different. While it
has always been argued that investments related to ICT made in rural India are not effective,
the case of Amul proves that “where there is a will, there is a way.” Amul has become rural
India’s flag bearer in the information technology (IT) revolution. This paper analyzes the use
of ICT in the dairy industry by the GCMMFL. This system makes it easy for the farmers to get

24
the cash payment as soon as the milk is delivered. The Amul experience indicates that, if
properly designed and implemented, the rural poor can benefit from ICT platforms.
Customization of IT platforms for use in rural communities is emerging as a major opportunity
for change.

Debajani Sahoo and Priya Agrawal (2013) examine the factors influencing the frozen chain
management system in dairy and its impact on sales: an empirical study for amul ice cream in
Andhra Pradesh. The present study focuses on the current scenario of the frozen chain
management system of Amul Ice Creams in Andhra Pradesh. This study focuses on all
dimensions involved in the frozen chain management system, like company support,
distribution network, relationship between distributors and retailers, promotional activities, and
many more. The concept of HADF (Humara Apna Deep Freezer) is also a part of the project,
which includes performing a purity check and analyzing the importance of HADF as a
promotional tool in encouraging impulse buying at retail outlets.

Manob K. Bandyopadhyay (1994) The production of the milk is explained in this way: 1.
1965, National Council for Dairy Production (N.D.D.B.) 2. 1970 National Council for Dairy
Production; 3. 1973 Other Country States. This study deals with the analysis of how far the
N.D.D.B. Operation Flood Program is achieved in India, i.e., replicating the N.D.D.B. ANAND
model system. This study shows that the system to replicate the ANAND model was not
effective across the world. Furthermore, at the time of copying the ANAND model, this
program did not exactly consider local geographical and socio-economic aspects. As a result,
outcome. As indicately the Operation Flood Program, many milk producers' cooperatives have
been shaped in this immense nation. To assist in the in the nitty-gritty examination, just two
Co-employable Milk Producers' Union Limiteds—the Kaira District (ANAND) Cooperative
Milk Producers' Union Limited and the Himalayan Co-usable Milk Producers' Union
Limited—have been considered. In this examination, issues have been talked about in three
phases in three sections. Growth and results were addressed in the first stage, financial
performance in the second stage, and Dairy Co-operative's impact on the rural economy in the
last stage.

K. Karunakaran (2007), “This process has to be conducted within the framework of the rules
and regulations made by the marketing and sales department. The positive or negative impact
of any scheme depends on the promotion made by the company (Amul). Hence, it is necessary
that Amul adopt proper marketing policies to reach out to a huge audience.

25
Prakash (2006) examines the distribution channel and effectiveness of the ice cream market
(Amul Kwality Walls) in Hyderabad. Ice cream, a very palatable and nourishing food that was
once considered a sophisticated item, is becoming more and more popular among all sections
of the population in recent times. As the mercury rises, nobody is -cream manufacturers, who
are already filling their iceboxes with dollops of new, mouthwatering flavors. Amul is the
largest food brand in India, with a turnover of Rs 3800 crore per year. They are manufacturing
and marketing perishable dairy products by using the most modern plants and effective
distribution channels. The primary objective of the study was to ascertain the major factors that
are influencing the effective distribution of amulice creams manufactured by Gujarat
Cooperative Milk Marketing Federation Limited (GCMMFL) by comparing them with Kwality
Walls, the leading player in the Hyderabad market.

Venkatakrishna V., Saraswathi P., and Radharao Chaganti (April 2002) examine the white
revolution—how Amul brought milk to India. The most notable feature of a developing country
is that it witnesses the birth of a number of organizations geared to meet the demands and
opportunities presented by that development. The success of the development process, indeed,
large. However, not all new organizations grow and mature. Some face an early decline. What
distinguishes the organizations that survive and grow? This paper presents a framework that
helps answer this question and illustrates it with the history of the corporate strategy of a well-
known co-operative in India.

Pankaj Chandra and Devanath Tirupati (April 2003) Business Strategies for Managing
Complex Supply Chains in Large Emerging Economies. In this paper we describe a case study
of a dairy cooperative, AMUL, in western India that has developed a successful model for
doing business in large emerging economy. It has been primarily responsible, through its
innovative practices, for India to become world's largest producer of milk. This paper draws
various lessons from the experiences of AMUL that would be useful to cooperatives globally
as well as firms that are interested in doing business in large emerging markets like India and
China.

B. Bowonder. B.R. Raghu Prasad and Anup Kotla (July 2005) examine the ICT application
in a dairy industry: the e-experience of Amul. The use of information and communication
technologies (ICT) in the rural areas of Gujarat. by Gujarat Cooperative Milk Marketing
Federation Ltd. (GCMMFL) has made the operation of the dairy industry different. While it
has always been argued that investments related to ICT made in rural India are not effective,

26
the case of Amul proves that "where there is a will, there is a way." Amul has become rural
India's flag bearer in the information technology (IT) revolution. This paper analyzes the use
of ICT in the dairy industry by the GCMMFL. This system makes it easy for the farmers to get
the cash payment as soon as the milk is delivered. The Amul experience indicates that, if
properly designed and implemented, the rural poor can benefit from ICT platforms. The
customization of IT platforms for use in rural communities is emerging as a major opportunity.

J. Culliton (1948) discussed the management of marketing costs to drive away the chances of
inflated profits in the research bulletin of Harvard University. This concept gave basis to the
concept of marketing. It gave a new pathway for marketing as top management has been
declining and the voice of the customer had been given priority than it was done in the past.

Jerome McCarthy (1960) is an American marketing professor and a great marketing

philosopher. He has lectured at several universities, such as Michigan State University and the
University of Notre Dame. He is also the founder of the marketing mix concept: 4P’s. He gave
a basic marketing approach in the form of a marketing mix and its elements.

Carl McDaniel (1982) emphasized marketing research in the formulation of the marketing
mix. He is a professor at the University of Texas at Arlington. McDaniel has business
experience as the co-owner of a marketing research firm. McDaniel has also served as a senior
consultant to the International Trade Centre (ITC), Geneva, Switzerland. The ITC’s mission is
to help developing nations increase their exports. He at this time holds courses for the executive
MBA program on the Fort Worth campus and in China. He was the chairman of the marketing
section at UTA for 32 years. McDaniel is a member of the American Marketing Association.

G. L. Shostack (1984) worked out a detailed framework of “Designing the Services that Really
Deliver” in Harvard Business Review with practical aspects and environmental prospects. He
said that no one systematically quantifies the process or devises tests to ensure that the services
that are formulated are having any impact on the measurement of capacity and productivity in
a real situation.

M.J. Bitner (1992) strived for judging the impact of physical surroundings on customers and
employees, Journal of Marketing, and gave insight into the ability of the physical environment
to facilitate achievement of organizational as well as marketing goals. The literature from
different disciplines provides speculative grounding for the framework, which serves as a
foundation for alert propositions.

27
Charles Lamb, Joe Hair, and Carl McDanie. (2001) served as chairpersons of the department
of marketing at the M. J. Neeley School of Business from 1982 till 1988 and again from 1997
to 2003. He said that it is crucial for marketing people to work hard on promotional activities
to generate considerable results. For this, he subdivided and discussed the promotional mix as
a mix of tools., discussing the fundamental elements of the promotional mix.

28
 Chapter 3

RESEARCH METHODOLOGY

29
RESEARCH DESIGN:

A research design is a set of methods and procedures used in connecting and analysing
measures of the variables specified in the research problem. The design of the study defines.
the study type (descriptive correlation, semi-experimental, review, meta-analytics) and sub-
type (e.g., descriptive-longitudinal case study, research problem). Hypotheses that are
independent are dependent variables. design of the experimental design, and if applicable, date
collection methods and a statistical analysis plan. Research design is the framework that has
been created to find answers to research questions.

OBJECTIVE:

The objectives of our study are as follows:

• To study the brand perception of Amul in the minds of consumers.

• To better understand the target audience for Amul products.

• To know the attributes that a customer keeps in mind while buying Amul products

• To study the satisfaction level of consumers after using Amul products.

• To understand Amul’s market position relative to its competitors.

The Scope of the undertaken study is to analyse:

• Understand the marketing strategies of sail

• Consumer behaviour analysis
• Brand awareness
• Satisfaction measurement
• Competitive analysis

SOURCES OF DATA:

The task of data collection begins after a research problem has been identified and a research
plan has been chalked out. While deciding the method of data collection to be used for the
study, first of all, the sources of data must be very clear. There are basically two sources of
data.

30
 • Primary data source

The primary data are those that are collected for the first time for the problem solution and thus
happen to be original in character. It may be obtained from individual family demand
representatives.

• Secondary Data Source

The secondary data are those that have already been collected by someone else and that have
to be decided, which have already been passed through the statistical project. Externally, these
sources may include books or periodical reports, data services, and computer data banks. In the
context of the project study, the primary type of source of data used by us for this project is a
primary source. The primary data source is respondents who have filled out questionnaires.

SAMPLING PLAN:

• Sampling units:

The sample unit for the Amul project consists of individual consumers who purchase or use
Amul dairy products. This includes a diverse demographic to ensure a comprehensive
understanding of consumer preferences and behaviours.

• Sampling size:

The sample size for the Amul project is 150 respondents. This number is chosen to ensure that
the sample is representative of the overall population while considering various constraints.

• Descriptive Research

It includes surveys and fact finding enquires. Main aim is to describe the state of affair as its
existing at present. The researchers have no control over variable. They can report what has
happened or what is happening. It is also known as Ex Post Facto.

SAMPLING METHOD

There are various methods of sampling, and in the context of my project study, we have selected
the non-probability sampling method. And under that, we have taken convenience sampling;
under this, we have prepared a simple questionnaire to collect the information.

• Data Collection Method:

31
Data collection is done basically in three ways: observation method, survey method, and
questionnaire. And in the context of our project study, we have selected a questionnaire method
for collecting the data.

Data Analysis Interpretation:

Data analysis is based on the data collected by the questionnaire. From the collected data,
findings. Are extracted. The data is tabulated, and a frequency distribution chart is prepared.

LIMITATIONS OF THE STUDY

The following limitations are faced by the researcher during the study:

• Limited sample size may affect generalizability.

• Participants may provide socially desirable answers.
• Limited time frame may miss seasonal variations.
• Research may overlook other Amul product lines.
• Unforeseen events may influence consumer behaviour.

32
 Chapter 4

DATA ANALYSIS AND

INTERPRETATION

33
Q1. What is your age group?

No. of Respondents
Age groups (Sample Size-150)
Under 18 44
18-25 52
26-35 28
36-45 17
46 and above 9

AGE GROUPS

9%

17%
44%
Under 18
18-25
26-35
28%
36-45
46 and above

52%

INTERPRETATION

The survey data on age groups reveals that the majority of respondents are aged 18-25,
indicating a strong appeal of Amul products among younger consumers. Additionally, 29.33%
of respondents are under 18, suggesting that Amul effectively captures the interest of teenagers
as well. The interest declines in older age brackets, with only 18.67% in the 26-35 group,
11.33% in the 36-45 group, and a mere 6% aged 46 and above. This distribution highlights the
effectiveness of Amul's marketing strategies in targeting younger demographics, which is
essential for maintaining brand loyalty and expanding market reach.

34
Q2. What is your gender?

No. of Respondents
Gender (Sample Size-150)
Male 63
Female 87

GENDER
100%

90% 87%

80%

70% 63%
60%

50%

40%

30%

20%

10%

0%
Male Female

INTERPRETATION

The survey results regarding gender distribution among the respondents indicate that out of
150 participants, 63 are male and 87 are female. This shows a higher representation of female
respondents compared to males, suggesting that Amul's products may resonate more with
women in this sample group. The predominance of female respondents could reflect their roles
as primary decision-makers in household purchases, particularly in categories like dairy
products. This gender distribution is important for Amul's marketing strategies, as it may
influence how the brand tailors its messaging and promotional efforts to better engage with its
primary consumer base.

35
Q3. Do you consume Amul’s products?

No. of Respondents
Consume Amul products (Sample Size-150)
Yes 150
No 0

Consume Amul products

160 150

140

120

100

80

60

40

20
0
0
Yes No

INTERPRETATION

The survey results indicate that all 150 respondents consume Amul products, with 100%
affirming their usage. This unanimous response highlights the brand's strong market presence
and acceptance among consumers. The complete consumption rate suggests that Amul has
successfully established itself as a staple in the diets of the surveyed individuals, reflecting its
widespread popularity and trust among consumers. This finding is significant for Amul's
marketing strategies, as it underscores the brand's effectiveness in meeting consumer needs and
preferences, thereby reinforcing brand loyalty and encouraging repeat purchases.

36
Q4. How often do you purchase dairy products?

No. of Respondents
Purchase Dairy Products (Sample Size-150)
Daily 100

Weekly 35

Monthly 13

Rarely 2

2
13

Daily
35
Weekly
Monthly
Rarely

100

INTERPRETATION

The survey results indicate that ice cream is the most frequently purchased Amul product, with
65 respondents selecting it as their preferred choice. Milk follows closely behind, with 46
respondents indicating regular purchases. Cheese, butter, and paneer have lower purchase
frequencies, with 20, 11, and 8 respondents respectively. This suggests that while Amul offers
a variety of products, ice cream and milk are particularly popular among consumers. The strong
preference for ice cream may be influenced by seasonal demand or effective marketing
strategies. Understanding these trends can help Amul optimize its product offerings and
marketing efforts to better meet consumer preferences.

37
Q5. How often do you consume dairy products in a week?

No. of Respondents
consume dairy products in a week (Sample Size-150)
1-2 times 8

3-4 times 10
5-6 times 22

Daily 110

8
10

22
1-2 times
3-4 times
5-6 times
Daily

110

INTERPRETATION

The survey indicates that the most significant reason for purchasing Amul products is
availability, with 45 respondents highlighting it as essential. Quality follows closely, with 32
respondents citing it as a key factor, while price is also important for 30 respondents. Brand
reputation is acknowledged by 35 respondents as a motivating factor, but recommendations
from others are the least influential, with only 8 respondents considering them important. This
suggests that while quality and price matter, ensuring that Amul products are easily accessible
is crucial for driving consumer purchases. Understanding these preferences can help Amul
optimize its distribution and marketing strategies.

38
Q6. Which Amul products do you purchase most frequently?

purchase most frequently Amul No. of Respondents

products (Sample Size-150)
Milk 46
Butter 11
Cheese 20
Ice Cream 65
Paneer 8

46

Milk
Butter
Cheese
65 Ice Cream
Paneer

11

20

INTERPRETATION

The survey results reveal that ice cream is the most frequently purchased Amul product, with
65 respondents indicating it as their top choice. Milk follows as the second most popular item,
purchased by 46 respondents. Cheese is chosen by 20 respondents, while butter and paneer
have lower purchase frequencies, with 11 and 8 respondents respectively. This distribution
highlights a strong consumer preference for ice cream and milk, suggesting that these products
resonate well with customers. The popularity of ice cream may be influenced by its appeal as
a treat, while milk's staple status contributes to its frequent purchase. Understanding these
trends can help Amul focus its marketing efforts on these key products.

39
Q7. How do you rate the quality of Amul products?

Comparison of quality over the No. of respondents

period of use (Sample Size-150)

Significantly Better 69
Better 46
Neutral 35
Worse 0
Significantly Worse 0

00

35

Significantly Better

69 Better
Neutral
Worse
Significantly Worse

46

INTERPRETATION

The survey results indicate that the majority of respondents prefer to purchase Amul products
from local grocery stores, with 75 out of 150 respondents selecting this option. This preference
suggests that convenience and accessibility play a significant role in consumer behaviour.
Additionally, 55 respondents buy directly from dairy cooperatives, highlighting a strong
connection to local producers. Online purchases are less common, with only 8 respondents
opting for this method, while supermarkets account for just 12 purchases. This data underscores
the importance of local distribution channels for Amul and suggests that enhancing the presence
in grocery stores could further boost sales. Understanding these purchasing habits can help
Amul tailor its distribution strategy to better meet consumer needs.

40
Q8. How do you perceive the pricing of Amul products?

No. of respondents
pricing of Amul products
(Sample Size-150)
Very affordable 18

Affordable 130

Expensive 2

Very expensive 0

0
2
18

Very affordable
Affordable
Expensive
Very expensive

130

INTERPRETATION

The survey result reveal that a significant majority of respondents, 62 out of 150, consider it
very important to support local dairy farmers by purchasing Amul products. Additionally, 47
respondents view it as important, while 35 remain neutral on the matter. Only 6 respondents
feel that supporting local farmers is not important, and none consider it unimportant at all. This
strong sentiment towards supporting local dairy farmers indicates that consumers are not only
motivated by product quality and price but also by ethical considerations and community
support. Amul's branding as a cooperative that benefits local farmers resonates well with
consumers, suggesting that emphasizing this aspect in marketing could enhance customer
loyalty and engagement.

41
Q9. Where do you usually buy Amul products?

No. of respondents
buy Amul products
(Sample Size-150)
Supermarket 12

Local grocery store 75

Online 8

Directly from dairy cooperative 55

12

55
Supermarket
Local grocery store
Online
Directly from dairy cooperative

75

INTERPRETATION

The survey results show that the primary location for purchasing Amul products is local grocery
stores, with 75 respondents indicating this preference. Additionally, 55 respondents buy
directly from dairy cooperatives, reflecting a strong connection to local producers and a
preference for fresh products. Supermarkets are less favoured, with only 12 respondents
choosing this option, and online purchases are minimal, with just 8 respondents. This data
suggests that while convenience is key, there is also a significant consumer inclination towards
supporting local businesses. Amul may benefit from strengthening its presence in local grocery
stores and cooperatives to align with consumer purchasing habits.

42
Q10. How did you first learn about Amul products?

No. of respondents
The Influencer
(Sample Size-150)
Self 55
Advertisements 51
Friends/Family 26
Social media 15
Relatives 3

3
15

55
Self
26
Advertisements
Friends/Family
Social media
Relatives

51

INTERPRETATION

The survey results indicate that the majority of respondents, 45 out of 150, believe that Amul
products are priced fairly. This perception of fair pricing is crucial for maintaining customer
loyalty and satisfaction. Additionally, 35 respondents feel that Amul products are reasonably
priced, while only 20 consider them to be expensive. A small number, 10 respondents, view the
products as very expensive. The overall positive sentiment towards pricing suggests that Amul
has successfully positioned itself as an affordable option in the dairy market. This favourable
pricing perception can enhance brand loyalty and encourage repeat purchases, making it
essential for Amul to continue offering value while maintaining quality.

43
Q11. What factors influence your decision to buy Amul products?

No. of respondents
Factors
(Sample Size-150)
Quality 32
Price 30
Brand reputation 35
Availability 45
Recommendations 8

32

Quality
45
Price
Brand reputation
Availability
30 Recommendations

35

INTERPRETATION

The survey results reveal that the most significant factor influencing the decision to buy Amul
products is availability, with 45 out of 150 respondents citing it as a key consideration. This
underscores the importance of ensuring that Amul products are easily accessible to consumers.
Following availability, brand reputation is also a crucial factor, with 35 respondents
highlighting its influence on their purchasing decisions. Quality and price are important as well,
with 32 and 30 respondents respectively indicating these factors. Recommendations from
others play a lesser role, with only 8 respondents considering them influential.

44
Q12. How likely are you to recommend Amul products to others?

recommend Amul products to No. of respondents

others
(Sample Size-150)
Very likely 75
Likely 67
Neutral 8
Unlikely 0
Very unlikely 0

00
8

Very likely
Likely
75 Neutral

67 Unlikely
Very unlikely

INTERPRETATION

The survey results indicate a strong likelihood of respondents recommending Amul products
to others, with 75 out of 150 stating they are (very likely) to do so. This high level of enthusiasm
suggests that consumers have a positive perception of Amul's quality and value, which can
significantly enhance brand loyalty and word-of-mouth marketing. Additionally, 67
respondents indicated they are "likely" to recommend the products, further reinforcing the
brand's strong reputation among consumers. Only 8 respondents remained neutral, while none
expressed being unlikely or very unlikely to recommend Amul. This data highlights the
effectiveness of Amul's branding and product quality in fostering customer satisfaction.

45
Q13. Since when have you been consuming Amul’s Products?

No. of Respondents
Consuming Amul Since (Sample Size-150)
Less than 6 months 6
6 months – 1 years 14
1 years – 3 years 46
More than 3 years 84

6
14

Less than 6 months

6 months – 1 years
1 years – 3 years
84 46 More than 3 years

INTERPRETATION

The survey results show that a significant majority of respondents, 84 out of 150, have been
consuming Amul products for more than three years, indicating strong brand loyalty and long-
term customer relationships. Additionally, 46 respondents have been consuming Amul products
for 1 to 3 years, further emphasizing a solid customer base that values the brand. In contrast,
only 14 respondents have been consuming Amul products for 6 months to 1 year, and a mere 6
respondents for less than 6 months. This distribution suggests that once consumers start using
Amul products, they are likely to continue due to satisfaction with quality and taste. The data
highlights the importance of maintaining product quality and customer engagement strategies
to retain these long-term consumers and attract new ones.

46
Q14. What improvements would you like to see in Amul products?

No. of Respondents
Improvements (Sample Size-150)
More variety 29
Better packaging 33
Lower prices 43
Improved quality 45

29

45

More variety
Better packaging
Lower prices

33 Improved quality

43

INTERPRETATION

The survey results reveal that the majority of respondents, 60 out of 150, prefer Amul's
traditional dairy products, indicating a strong preference for classic offerings such as milk,
butter, and cheese. This preference highlights the brand's successful positioning in the market
as a provider of trusted and familiar dairy items. Additionally, 45 respondents expressed a
preference for Amul's value-added products, which may include flavored milk and yogurt,
suggesting a growing interest in innovative offerings. Meanwhile, 30 respondents indicated a
preference for Amul's organic products, reflecting a rising consumer trend towards health-
conscious choices. The data suggests that while traditional products remain the cornerstone of
Amul's appeal, there is also a significant opportunity to expand and promote value-added and
organic product lines to cater to diverse consumer preferences and changing market dynamics.

47
Q15. How important is it for you to support local dairy farmers by purchasing Amul products?

local dairy farmers by purchasing No. of Respondents

Amul products (Sample Size-150)
Very important 62
Important 47
Neutral 35
Not important 6
Not at all important 0

0
6

35
Very important
62
Important
Neutral
Not important
Not at all important

47

INTERPRETATION

The survey results for Q15 indicate a strong commitment among respondents to support local
dairy farmers by purchasing Amul products, with 62 out of 150 considering it very important.
This reflects a significant awareness and appreciation for the role that local dairy farmers play
in the community and the economy. Additionally, 47 respondents deemed it important, further
emphasizing the value placed on supporting local agriculture. Only 6 respondents felt it was
not important, and none indicated that it was not at all important. This data suggests that Amul's
branding as a cooperative that supports local farmers resonates well with consumers,
potentially enhancing customer loyalty and encouraging purchases.

48
Q16. Are you aware of Amul's initiatives for sustainability and farmer welfare?

aware of Amul's initiatives for No. of Respondents

farmer welfare (Sample Size-150)
Yes 98
No 52

120

98
100

80

60
52

40

20

0
Yes No

INTERPRETATION

The survey results indicate that a substantial majority of respondents (98 out of 150) are aware
of Amul's initiatives for sustainability and farmer welfare, while only 52 are not aware. This
high level of awareness suggests that Amul effectively communicates its commitment to ethical
practices and support for local dairy farmers. Such recognition can enhance brand loyalty, as
consumers are increasingly inclined to support companies that prioritize social responsibility.
Overall, the findings reflect positively on Amul's brand image and its efforts to engage
consumers in its sustainability initiatives

49
Q17. How do you rate the customer service of Amul?

No. of Respondents
rate the customer service of Amul (Sample Size-150)
Excellent 62
Good 50
Average 36
Poor 2

36

62 Excellent
Good
Average
Poor

50

INTERPRETATION

The survey results regarding the rating of Amul's customer service reveal that a majority of
respondents have a positive perception of the service provided. Out of 150 respondents, 62
rated the customer service as Excellent, and 50 rated it as Good. This indicates that a combined
total of 75% of respondents view Amul's customer service suitably. Additionally, 36
respondents rated it as Average, while only 2 rated it as Poor. The minimal negative feedback
suggests that Amul is largely successful in meeting customer expectations, which is crucial for
maintaining customer loyalty and satisfaction. Overall, these findings highlight the
effectiveness of Amul's customer service strategies in fostering a positive
consumer experience.

50
Q18. Would you be interested in trying new Amul products if they were introduced?

interested in trying new Amul No. of Respondents

products (Sample Size-150)
Yes 142
No 2
Maybe 6

160
142
140

120

100

80

60

40

20
6
2
0
Yes No Maybe

INTERPRETATION

The survey results for the question on interest in trying new Amul products indicate a strong
willingness among consumers to explore new offerings. Out of 150 respondents, 142 expressed
interested in trying new products, while only 2 indicated they would not, and 6 were uncertain.
This overwhelming interest (approximately 95% of respondents) suggests that consumers have
a positive perception of the Amul brand and are open to innovation. Such enthusiasm for new
products can be advantageous for Amul, as it provides opportunities for product diversification
and market expansion. Additionally, this willingness may reflect consumer trust in the brand's
quality and commitment to meeting their needs, which can further enhance customer loyalty
and engagement with the brand

51
Q19. How often do you read labels on dairy products before purchasing?

Do you read labels on dairy No. of Respondents

products before purchasing? (Sample Size-150)
Always 8
Often 15
Sometimes 18
Rarely 30
Never 79

8
15

Always
18 Often
Sometimes
79 Rarely
Never

30

INTERPRETATION

The survey results indicate that a significant majority of respondents (79 out of 150) Never
read labels on dairy products before purchasing, with an additional 30 respondents Rarely
doing so. This suggests that most consumers do not prioritize label information when making
buying decisions. Conversely, only a small number read labels Sometimes (18), Often (15), or
Always (8), indicating a limited engagement with product details. This trend highlights an
opportunity for Amul to enhance product visibility and communicate key information more
effectively on packaging, as well as to educate consumers on the importance of label reading
for informed choices.

52
Q20. How do you think Amul products compare to competitors?

No. of Respondents
Comparison With Competitors (Sample Size-150)
Much better 53
Better 45
About the same 50
Worse 2
Much worse 0

0
2

50 53
Much better
Better
About the same
Worse
Much worse

45

INTERPRETATION

The survey results indicate that a majority of respondents have a favourable view of Amul
products compared to competitors. Specifically, 53 out of 150 respondents believe Amul
products are Much better, and 45 consider them Better. Additionally, 50 respondents feel they
are About the same, while only 2 rated them as Worse. This suggests that approximately 66%
of consumers perceive Amul positively, reflecting strong brand loyalty and trust in quality.
Such perceptions can be leveraged in marketing strategies to reinforce Amul's competitive
advantage and attract new customers.

53
 Chapter 5

FINDINGS, CONCLUSION

AND

RECOMMANDATION

54
FINDINGS

The project on "Marketing Strategies and Brand Loyalty of Amul in India" reveals several key
findings that underscore the brand's strong market presence and consumer loyalty. One of the
most significant findings is Amul's effective branding and marketing strategies, which have
established it as a household name across India. The company's commitment to quality and
transparency has fostered a high level of trust among consumers, making Amul a preferred
choice in the dairy sector. generally, the diverse product range offered by Amul caters to various
consumer needs, which not only helps retain existing customers but also attracts new ones. The
competitive pricing strategy, which balances affordability with quality, further solidifies Amul's
position in the market against its competitors.

Additionally, Amul’s ability to engage with its customers through innovative advertising
campaigns and a robust social media presence. This engagement fosters a strong emotional
connection with the brand, enhancing customer loyalty. The report also highlights Amul's
community-centric approach, emphasizing its cooperative model that supports local farmers,
which resonates well with socially conscious consumers. Furthermore, Amul's adaptability to
changing market trends and consumer preferences ensures its relevance in a dynamic market
landscape. Overall, these findings illustrate how Amul's strategic marketing initiatives and
commitment to quality contribute significantly to its brand loyalty and market success.

CONCLUSION

The project on “Marketing Strategies and Brand Loyalty of Amul in India” highlights the
brand's remarkable ability to maintain a strong market presence through innovative marketing
strategies and a deep commitment to quality. Amul's effective use of branding, coupled with its
engaging advertising campaigns and active social media presence, has fostered a loyal
customer base that resonates with the brand's values. The cooperative model that supports local
farmers not only enhances Amul's reputation but also aligns with the growing consumer
preference for socially responsible brands.

Moreover, Amul's adaptability to market trends and its diverse product offerings ensure that it
remains relevant in a competitive landscape. By balancing affordability with quality, Amul
successfully caters to a wide demographic, reinforcing its position as a trusted household name
in India. Overall, the findings of this project underscore the importance of strategic marketing

55
and customer engagement in building brand loyalty, positioning Amul as a case study for
success in the fast-moving consumer goods sector.

RECOMMENDATIONS

• Enhance digital marketing strategies to engage younger audiences and drive online
sales.
• Expand product innovation with health-focused options and ready-to-eat meals.
• Strengthen sustainability initiatives by adopting eco-friendly practices and packaging.
• Increase community engagement through support for local farmers and rural
development.
• Leverage data analytics to tailor marketing strategies and product offerings.
• Diversify distribution channels by partnering with e-commerce platforms and delivery
services.
• Enhance customer experience with personalized communication and loyalty programs.
• Focus on health and wellness marketing to attract health-conscious consumers.

56
 REFERENCES

BOOKS:

• Kotler, Philip, and Keith Kohn. Cox. Marketing Management and Strategy: a Reader.
• Prentice-Hall, 1988.
• Sahadev Sunil and Tappan k Panda, Sales & Distribution
• Quinlan, Christina, et al. Business Research Methods. Cengage Learning EMEA, 2015.
• Batra K Satish, and Kazmi, Consumer Behavior
• Marketing Management by Dr. C.B. GUPTA and Dr. N RAJAN NAIR
• Kothari, C.R. (2004) Research Methodology: Methods and Techniques. 2nd Edition,
New
• Age International Publishers, New Delhi.

WEBSITES:

• www.Indianfoodindustry.net
• www.Amul.com
• www.google.com
• www.indiatimes.com
• The Hindu(www.thehindu.com)
• Times news Network(www.economictimes.indiatimes.com)

MAGAZINE:

• India today, April 19, 2009, Page no-36

• INSIGHT-The Consumer Magazine, May-June 2009, Page no-20
• Principles of Marketing -- Philip Kotler & Gary Armstrong, 2000.
• Marketing Management -- Philip Kotler, 2000.

57
APPENDIX

QUESTIONNAIRES:

Q1. What is your age group?

1. Under 18
2. 18-25
3. 26-35
4. 36-45
5. 46 and above

Q2. What is your gender?

1. Male
2. Female

Q3. Do you consume Amul’s products?

1. Yes
2. No

Q4. How often do you purchase dairy products?

1. Daily
2. Weekly
3. Monthly
4. Rarely

Q5. How often do you consume dairy products in a week?

1. 1-2 times
2. 3-4 times
3. 5-6 times
4. Daily

Q6. Which Amul products do you purchase most frequently?

1. Milk
2. Butter
3. Cheese

58
 4. Ice Cream
5. Paneer

Q7. How do you rate the quality of Amul products?

1. Significantly Better
2. Better
3. Neutral
4. Worse
5. Significantly Worse

Q8. How do you perceive the pricing of Amul products?

1. Very affordable
2. Affordable
3. Expensive
4. Very expensive

Q9. Where do you usually buy Amul products?

1. Supermarket
2. Local grocery store
3. Online
4. Directly from dairy cooperative

Q10. How did you first learn about Amul products?

1. Self
2. Advertisements
3. Friends/Family
4. Social media
5. Relatives

Q11. What factors influence your decision to buy Amul products?

1. Quality
2. Price
3. Brand reputation
4. Availability
5. Recommendations

59
Q12. How likely are you to recommend Amul products to others?

1. Very likely
2. Likely
3. Neutral
4. Unlikely
5. Very unlikely

Q13. Since when have you been consuming Amul’s Products?

1. Less than 6 months

2. 6 months – 1 years
3. 1 years – 3 years
4. More than 3 years

Q14. What improvements would you like to see in Amul products?

1. More variety
2. Better packaging
3. Lower prices
4. Improved quality

Q15. How important is it for you to support local dairy farmers by purchasing Amul products?

1. Very important
2. Important
3. Neutral
4. Not important
5. Not at all important

Q16. Are you aware of Amul's initiatives for sustainability and farmer welfare?

1. Yes
2. No

Q17. How do you rate the customer service of Amul?

1. Excellent
2. Good
3. Average

60
 4. Poor

Q18. Would you be interested in trying new Amul products if they were introduced?

1. Yes
2. No
3. Maybe

Q19. How often do you read labels on dairy products before purchasing?

1. Always
2. Often
3. Sometimes
4. Rarely
5. Never

Q20. How do you think Amul products compare to competitors?

1. Much better
2. Better
3. About the same
4. Worse
5. Much worse

61