Marketing Communication Plan For Amul

Marketing Communication Plan
for
AMUL
TASK C
What is AMUL ?
_Amul, which was founded in 1946, is an Indian dairy cooperative, which is located in India, Gujarat.
It is the largest milk producing company in India. It is also produces other dairy products such as
cheese, butter, Indian traditional sweets, bread, yoghurt, etc. It also has the largest market share in
terms of retail sales in the Indian dairy business.
_It has 48 sales offices and has 1 million retailers with over 5000 dealer networks.
_Amul’s product range includes : milk, milk powder, cheese, ghee, ice-cream, cottage cheese,
chocolates, and Indian traditional sweets.
_ most of their products are delivered to the farmers of India
_Amul is strongly involved in rural development and not just proﬁt generating.
Amul’s MISSION STATEMENT
“ our mission is to manufacture world class products of outstanding qualities,
providing related services and solution to our client while utilizing latest
technologies, highest business standard, work ethics so we can make every
customer smile”
They’re mission is to deliver healthy and high-quality products to their

customers at an affordable price for everyone while providing their farmers
and workers respect and facilities.
Amul’s vision statement
“Amul’s vision is to provide more satisfaction to the farmers, their customers, employees, and
distributors.”
“ To liberate the farmers of India from economic oppression and lead them to prosperity.”
Amul wants to provide quality food and beverages to customers in an affordable price, at the same
time, they want to give the respect to the farmers that they deserve. A big part of Amul’s proﬁts
goes straight to the farmers and their welfare.
Amul’s current communication tools
_ Has a lot posters and billboards across major cities in India.
Very good use of print media.
_Amul’s posters are mostly about current affairs occurring

around the world and especially in India. Amul also tries to spread
social and important messages.
_ Low cost pricing strategy because it makes products which are

used daily by the consumers.
_ uses digital marketing.
_ they have Amul shops and stores in every 2-4 km radius in

major cities of India, which makes it easy to access for the
consumers.
Marketing strategies that Amul should use.
_ Use famous personalities such as celebrities in their advertisements.
_ Sponsor movies or TV-shows, because by doing so, it will reach a large amount of audience.
_ improve their social media marketing
_ sponsor bigger sports event such as cricket matches or sponsor international events which will
increase the brand awareness of the company in different countries.
_ post online advertisements on youtube and google
_ Organize workshops and exhibitions where they can showcase their products and goods which can
be made using their products.
_ release newer products

SWOT of Amul
Strength:
Weakness : Opportunities:
- High production cost - Penetrating international
- Incredible growth rate. markets.
- High operation cost
- Market leader in its - High maintenance - Potential in increasing
market. - Lawsuits the product range.
- Enormous customer base - Can start selling products
- Great quality. online.
- Large production capacity.
- The customers are loyal.
Threats:
- High competition in the market.
- Prices of milk and dairy products
is increasing.
Amul’s target market
Amul is a family brand for everyone in the family. Amul’s target audience is aged
between age 5 to the people in their 70s. Amul’s main target is mostly indian citizens,
this is because most of the products and goods they manufacture are used in the daily
lives of indian individuals. The goods Amul sells are for people of all income. The
sweets and ice-creams are mainly designed for for indian taste and preferences.
Although Amul is gradually moving into international markets.
Marketing communication mix of the plan
Product: Amul already has a really strong product portfolio, which mainly consists of dairy products such as milk,
cheese, butter, etc. Amul also sells indian traditional sweets for the indian market; however, if Amul is planning
to penetrate international markets, Amul should also start producing international sweets which are made from
milk and dairy.
Price: Amul uses low-cost pricing strategy or penetration pricing strategy when it comes to prices. They’re main
vision was to provide their customers value for their money and keep their prices affordable. Whatsoever, if Amul
is planning to sell internationally, it will be competing against bigger, more expensive dairy companies.
Therefore, I would suggest that they should increase their prices in when they are selling internationally as their
costs are also going to increase.
Place : Amul’s dairy products are sold almost everywhere in India, as a result, Amul produces its products in bulks.
Therefore, huge space and factories are required. This is the reason why Amul’s distribution network is huge. If Amul
desires to increase production in numbers, then it should open more factories in order to increase the number of goods.
Promotion: Amul mostly promotes it’s butter and most of its advertisements, poster, or billboards. Amul hardly promotes
other products. Although people are well aware of the products that Amul sells, it should also promote other goods,
especially if Amul wants international markets to be aware of its existence. If Amul enters international markets, it will
have to spend more revenue in commercials and in the marketing aspect of the business because the people aren’t going
to be aware of it.
BIBLIOGRAPHY
https://www.marketing91.com/marketing-mix-of-amul/
https://www.impactonnet.com/amp/interview/how-amul-became-an-indian-family-brand-290
2.html
http://www.amuldairy.com/index.php/13-csr-initiatives#:~:text=Amul%20Vidya%20Shree%2
0%26%20Vidya%20Bhushan,the%20foundation%20of%20every%20state.
https://bstrategyhub.com/swot-analysis-of-amul-2019-amul-swot-analysis/

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Marketing Communication Plan

They’re mission is to deliver healthy and high-quality products to their

_Amul’s posters are mostly about current affairs occurring

_ Low cost pricing strategy because it makes products which are

_ uses digital marketing.

_ they have Amul shops and stores in every 2-4 km radius in

_ improve their social media marketing

_ post online advertisements on youtube and google

_ release newer products

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