Moo-ving Ahead : The Many Business Lessons from Amul’s Story

Remember a famous dialogue from one of the strictest principle of Indian cinema” Life is a race agar tej nahi bhagoge toh koi tumhe kuchalke age nikaljayega”.

Oh, come on, that occurs all around the world. Yes, I understand, but let’s examine how seriously one of the famous FMCG brands are taking this conversation.

AMUL (The taste of India): Everyone must have heard about this brand (either on newspaper ads or on TV) and occasionally must have used it as well. Let’s now understand how they have marketed this brand and how they have captured the market.

Their Tagline: The taste of India: This symbolise that they are not only committed in providing delicious products but also, they speak about the culture.

Their Advertisements: Remember the never-aging ‘Amul Girl,’ who has blue hair and an orange face, and the one who wore a polka-dotted dress, which was the company’s icon. This legendary brand marketed all its products range under a single name, with this they keep the marketing and ads cost within 1% and not only if we remember their first advertisement, they portrayed one of their product- Amul Butter as “Utterly Butterly Delicious “which was a total hit.

Moment Marketing:

Let’s understand what’s moment marketing:

This is marketing approach that is used to stay connected to the audience based on showing current events and trends.  This can be often spontaneous, humorous, engaging and relatable.

Now how’s Amul using this strategy:

As you may have noticed, Amul has been employing this tactic for several decades. Advertise in newspapers to reach a wide audience. To engage the younger generation, they are present on prominent social media sites, where they use trends and current events to start pertinent conversations with potential customers. Additionally, it enables brands to relate to and build a common base with their clientele.

WHAT AN INSPIRATIONAL THOUGHT THAT IS!!

OK, what about their products:

We all know that without good products any brand cannot sustain in the market for long even if their great marketing strategy, right? Hold your horses not with Amul, their product portfolio is one of the most crucial aspects of Amul’s business strategy. . Amul claims to have a large selection of dairy goods in this portfolio, including butter, cheese, milk, ice cream, curd, and more.

Amul’s deliberate diversity of products guarantees that it can accommodate a range of age groups, lifestyles, and dietary requirements.  Even though their primary customer base comprises the middle class, they have something in store for everyone. It enjoys dominance over different customer segments

Some of their products and whom have they targeted

Segmenting target audiences:

Amul doesn’t provide any high-end products. Rather, it concentrates only on the mass market. Amul’s products fall into three broad categories on a customer-wise targeting framework.

These are:

• Amul Kool and Amul Pro for kids Children and Youth

• Amul milk and cheese spread

Customers who are health-conscious: Amul Lite and Amul Shakti

What about their pricing

Amul’s Strategy of Low-Cost Pricing

The cost of Amul’s products is a component of its marketing techniques. It is among Amul’s most effective marketing techniques. Amul keeps its prices low, which is one of its best marketing moves. By choosing to keep the cost of everyday products affordable, Amul makes sure its products are within reach for everyone.

This approach has helped them keep their customers, even as prices have gone up with people’s rising incomes. For products facing a lot of competition, Amul uses strategies like buy-one-get-one-free offers to stay ahead. What a genius strategy