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Case Study No. 6

This case study examines how Amul Butter has effectively utilized its unique brand personality and humor to forge strong connections with consumers. Key strategies include the iconic 'Amul Girl' mascot, consistent branding, and timely responses to social and cultural events, which have collectively fostered brand loyalty and market leadership. Amul's approach highlights the importance of relatability and humor in marketing, making it a beloved name in the Indian dairy industry.

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37 views3 pages

Case Study No. 6

This case study examines how Amul Butter has effectively utilized its unique brand personality and humor to forge strong connections with consumers. Key strategies include the iconic 'Amul Girl' mascot, consistent branding, and timely responses to social and cultural events, which have collectively fostered brand loyalty and market leadership. Amul's approach highlights the importance of relatability and humor in marketing, making it a beloved name in the Indian dairy industry.

Uploaded by

kttk69hhui
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Case Study 6

Amul Butter

6. How Amul Butter has used its unique brand personality and humor to connect with
consumers.

Introduction

Amul is a beloved brand in India and has carved a special place for itself in the dairy industry by
using a unique brand personality filled with humor. This case study explores Amul Butter’s
marketing strategies, with a particular focus on its ability to create strong connections with
consumers.

Background

Amul, a cooperative society formed in 1946, aimed to empower rural farmers and bring quality
dairy products to the Indian market. Amul Butter quickly became a household name, renowned
for its taste and quality. However, the brand’s distinctive marketing journey began with the
introduction of the “Amul Girl.”

Marketing Strategies

 Amul Girl: The Iconic Mascot- The introduction of the “Amul Girl” in 1967 marked a
turning point in Amul Butter’s marketing journey. The youthful, cheerful, and witty girl,
dressed in traditional attire, became the face of the brand. Through her timely and
humorous advertisements, the “Amul Girl” has commented on current events, societal
issues, and popular culture, connecting with consumers on a personal and relatable level.
 Consistent Branding- Amul has maintained a uniform brand identity over the years. The
iconic red and white packaging, along with the “Utterly Butterly Delicious” tagline, has
become instantly recognizable and synonymous with the brand.
 Social and Cultural Relevance- Amul Butter’s marketing has always responded quickly
to social and cultural events, often incorporating humor and clever wordplay. This
flexibility has allowed the brand to stay relevant and capture the imagination of
consumers.
 Multi-Media Advertising- Amul Butter has employed a variety of advertising channels,
including billboards, print media, television, and social media, to reach a diverse
audience.

Impact

Amul Butter’s unique marketing strategies have produced significant results:

 Brand Loyalty- Amul enjoys unparalleled brand loyalty from consumers who appreciate
its taste and resonate with its comic role.
 Iconic Brand Mascot- The “Amul Girl” has transcended marketing to become a cultural
icon, garnering admiration and recognition beyond advertising.
 Market Leadership- Amul Butter maintains its leadership position in the Indian dairy
industry, holding a significant market share.

Final Note

Amul’s ability to connect with consumers through a distinctive brand personality, emphasizes
the power of humor and relatability in marketing. This case study highlights how consistent
branding, cultural relevance, and multimedia advertising have contributed to Amul Butter’s
constant success as a beloved brand in the Indian dairy industry. The brand’s timely and
humorous advertisements often initiate social conversations and discussions, further enhancing
brand visibility.

Questions for Discussion

 How has the “Amul Girl” helped Amul Butter establish a unique brand personality
and connect with consumers?
 What is the significance of uniform branding, including packaging and taglines, in
Amul Butter’s marketing success?
 What lessons can other brands learn from Amul Butter’s marketing approach,
especially in terms of using humor and iconic mascots?

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