4Ps of Amul
FOUR PRINCIPLES OF MARKETING MIX IN AMUL
1. Product
AMUL has very strong portfolio. AMUL Company is well known for its products especially
milk. Milk was the first product they sold. AMUL is one of the most known dairy producing
companies.
The customers of AMUL are on a large scale because AMUL sell variety of dairy products to
customers. AMUL sell over 300 products across India. AMUL invest huge amount of money in
research and development. As there are various other competitor in the market but what keeps
AMUL apart is its product. The following are the variety of products AMUL sell.
AMUL butter
AMUL milk
AMUL chocolate
AMUL cheese
AMUL ice cream
AMUL Ghee
AMUL Dahi
AMUL Fresh Cream
AMUL Paneer
AMUL Tazaa
AMUL Milk Spread
AMUL Bread
AMUL Kool
AMUL butter milk
AMUL health drinks
2. Price
In the introduction period of AMUL they had a vision to provide their products to end customers
at the best affordable price and they have the same vision today. Even today you will find
AMUL products like its butter milk, milk less costly. The AMULproduce and sell quality dairy
products to its customers
. The AMUL uses Competitive and Low-Cost Pricing strategy for marketing mix.Pricing of
different products is set keeping in mind different factors that are involved in its production like
Raw material cost, labour cost, farmers profit, transportation cost etc.
3. Place
AMUL have huge number of customers so they need to have distribution channel which they
have. Through their distribution channel they supply all the products.
AMUL uses economies of scale principle they produce products in bulk and then break down
them into small units. AMUL uses two channels for the production of its goods and the
distribution of the end product.
They are acquisition channel and distribution channel. In the distribution channel there are
carrying and forwarding agents, distributors, dealers and retailers involved there are also AMUL
shops which sell all products.
4. Promotion
AMUL is responsible for one of the most unique and longest running outdoor campaign as well
as one of the most known outdoor adverting characters the AMUL girl.AMUL hoardings mainly
feature the current news and are used to take a tongue in cheek viewpoint at current happenings
however each advertisement hits the nail on the head.
AMULuse 1% of its turnover for promotion and not more than that as they want to maintain
economies and cost. It is because of these reasons that AMUL is able to provide quality products
at affordable prices. Thus overall promotins will always be lo for AMUL except for the outdoor
advertising of AMUL butter. AMUL highly promote its butter.
