Amul - Evolution of Marketing Strategy

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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.

Case Details:


Case Code : MKTA011 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges


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


Amul is the largest co-operative movement in India with 2.2 million milk producers organised in 10,552 co-operative societies in 2003-2004.

The country's largest food company, Amul, is the market leader in butter, whole milk, cheese, ice cream, dairy whitener, condensed milk, saturated fats and long life milk.

Amul follows a unique business model, which aims at providing 'value for money' products to its consumers, while protecting the interests of the milk-producing farmers who are its suppliers as well as its owners. Despite being a farmers' co-operative, Amul has given multinationals a run for their money.

In butter, cheese and saturated fats, Amul has remained the undisputed market leader since its inception in 1955, by offering quality products at competitive prices. In other categories, Amul has nullified its late mover disadvantage through aggressive pricing, better quality, innovative promotion, and superior distribution




  Page No.
Introduction 1
Background Note 1
Amul's Business Model 2
Organizational Structure 3
Product Development 5
Pricing 7
Distribution 8
Advertising and Sales Promotion 9
Looking Ahead 10
Exhibits 3


Amul's marketing strategy, Gujarat Co-operative Milk Marketing Federation (GCMMF), Amul ice cream, Amul butter girl, Amul milk, Amul cheese, Varghese Kurien, Amul pricing strategy, Amul''s advertising strategy, Amul pizzas, Value for money, Three tier structure, India's largest food company

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