Amul - Evolution of Marketing Strategy

Case Studies | Case Study in Business, Management, Operations, Strategy, Case Study

ICMR HOME | Case Studies Collection

Case Details:

Case Code : MKTA011
Case Length : 26 Pages
Period : 2004
Pub Date : 2004
Teaching Note :Not Available
Organization : Gujarat Co-operative Milk Marketing Federation (GCMMF)
Industry : Food
Countries : India

To download Amul - Evolution of Marketing Strategy case study (Case Code: MKTA011) click on the button below, and select the case from the list of available cases:

Marketing Case Studies | Case Study


For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Marketing Case Studies Collection
Marketing Communications Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

<< Previous

Excerpts Contd...


Amul's philosophy had all along been to deliver value for money to its customers. Despite being priced economically, Amul maintained its product quality...


GCMMF's formidable distribution network comprised 300 stock keeping units, 46 sales offices, 3,000 distributors, 100,000 retailers with refrigerators, an 18,000-strong cold chain, and 500,000 non-refrigerated retail outlets...

Advertising and Sales Promotion

Over the years, Amul's advertising philosophy had been "to be simple, fresh and innovative". The clean, emotion-based ads refrained from using hi-tech special effects, and aimed at maintaining the perfect balance between the traditional and the modern...

Looking Ahead

The liberalization of the dairy industry in 1991 had seen a number of multinational players like Britannia, Le Bon, Dabon and Hi-Life enter the sector.

Analysts wondered whether a co-operative with limited financial means could stand up to the might of these MNCs, and if its low pricing strategy would continue to stay relevant. MNCs like Pizza Hut, Domino's, Hindustan Lever Limited and Cadbury had also become competitors. Amul had proved its detractors wrong and firmed up ambitious growth plans...


Exhibit I: Amul- Tapping Other Farmer Cooperatives
Exhibit II: The Anand Cooperative Model
Exhibit III: Gujarat Cooperative Milk Marketing Federation (GCMMF): An Overview
Exhibit IV: GCMMF - Sales Turnover
Exhibit V: Amul's Product Profile
Exhibit VI: List of Products Marketed by Amul


Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Textbooks, Work Books, Case Study Volumes.