by Bhumik | September 14, 2012 · 1:54 pm

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Case Study on Amul – Evolution of Marketing Strategy

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. Click here to read more…

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Filed under Brand Management, Branding, Marketing

Tagged as business model, case study, Condensed Milk, Consumers, evolution, Farmers Co, Food Company, food market, India, market leader, marketing strategy, Milk Cheese, Milk Producers, Money Products, Multinationals, saturated fats, Whole Milk