Case study of Amul
Amul’s Case Study
Good day, everybody! Today, we’re going to talk about a well-known dairy product that needs no introduction. It’s “Amul the taste of India,” as we’ve all known it since childhood. I’m sure you’ve all heard of Amul. Today, we’ll discuss Amul’s past, its earlier products, its marketing strategy, and its growth. So, let’s get started.
1. Amul’s history is as follows: -
Amul is a famous brand in India. It all began in Anand Nagar, Gujarat. Many small local milk farmers have been abused by Polson dairy agents and dealers. It began when Anand city farmers jumped in protest of Britishers using milk as a sign. Tribhuvandas kishibhai Patel, a local leader, was imprisoned many times as a result of protests. Later Tribhuvandas registered Amul on 19 Dec 1946, The “White Revolution” was the name given to it. This was one of the most significant dairy production movements in history. The government was in favour of it. Amul is a cooperatively owned company. Gujarat Cooperative Milk Marketing Federation Ltd manages it ( GCMMF). Dr. Verghese Kurien joined Amul after two years. Both Tribhuvandas and Kurien give it their all to make Amul a success.
2. The initial stages are as follows:-
Amul’s first product, “Milk,” is extremely successful. This is in high demand. However, as time passes, they began to add new products to their product lines, such as milk powder, butter, cheese, ghee, buttermilk, yogurt, and now drinks, candy, ice cream, and even Amul was the first to introduce a sugar-free product, among other things.
3. Market strategy:-
Amul strives to provide a fair price for its products to increase consumption. In Gujarat, Amul has 3.6 million milk producers. This is a massive amount of dairy production. It employs a multi-brand approach. And it is for this reason that Amul is ranked first in the world. Previously, they advertised with banner posters and newspapers. Amul is now popular on social media, with 2 million Facebook fans, 337.3k Twitter followers, and 331k Instagram followers. Its slogan is “Amul the Taste of India,” and the team’s Amul girl is still on the roster. They still use Amul girl whenever they introduce a new product or branch. Perhaps she is fortunate for them.
4. As a result of this,
Amul paves the way for achievement. With its wide variety of dairy products, it is a household name in Indian households. The name of Amul is now on everyone’s lips for dairy products. Amul’s efforts have helped India become the world’s leading milk producer.
We learn how a small dairy became the number one company in this episode. They launch new products at a reasonable price due to time constraints. This is not a single person’s property. Many of them are clueless when it comes to company. They did, however, succeed. Since they are the first to start, they have a better chance of gaining experience and revenue. And becoming the world’s king of dairy products.
If you need more information about Amul so please visit amul.com or Amulwiki