Global Marketing System of Amul Milk Company: A Detailed Report

This report provides a detailed analysis of the marketing system of Amul Milk Company, focusing on its global expansion and innovative practices. It examines the stakeholders involved in the production and consumption of Amul Milk, particularly in Australia, using a stakeholder map to illustrate their roles. The report highlights the importance of networks and assortments within Amul's marketing system, emphasizing the company's collaborative relationships with various partners, including dairy farmers, machinery experts, and manufacturing plants. It also discusses Amul's product assortments, such as Amul Chocolate Milk Bar, Amul Fresh Milk Cream, and Amul Taaza, and their production in Australian manufacturing units. The report further touches upon the challenges faced by Amul in the global arena and its commitment to serving customers in various market segments, underscoring its position as a leading milk-producing industry.

Running head: MARKETING SYSTEM OF AMUL MILK COMPANY
MARKETING SYSTEM OF AMUL MILK COMPANY
Name of the Student
Name of the University
Author Note

1MARKETING SYSTEM OF AMUL MILK COMPANY
Amul milk is gaining response from the countries abroad because of its innovative practices. The
company is aiming to be the largest producer of milk. The chosen product is Amul milk. This
research paper will analyze the emerging cooperatives which are arising globally with Amul
Milk and with the help of a stakeholders map which are involve in different stages of product
stating from the production till the consumption (Sethi, Tyag and Anurag 2016). The company
has developed a successful business model for expanding their business in a larger emerging
economy.
The stakeholders who are involved within the market system for Amul Milk is outlined
below:
Fig 1. Stakeholder mapping of Amul Milk in Australia

2MARKETING SYSTEM OF AMUL MILK COMPANY
The multiple elements which are present within the marketing system social matrix are :
 Exchange Logics
 Flows, Roles
 Networks
 Organizing Principles
 Assortments
The Amul Milk Product is affected by all these elements. The report will focus in to the Network
and the Assortment elements of the product.
Network
Amul Milk Company has networked its branching out from the factories present in Australia to
the globe in multiple industries which ranges from producing the milk with the use of various
machineries till the consumption (Mohan, Raj and Kaur 2018). Amul has its manufacturing
plant in Melbourne, Australia. Leveraging the partnership with various companies, the company
has been able to address the performance gaps for different elements which are considered in the
business process. The addresses the following elements in its networking with various companies
like sourcing the raw milk from the dairy farmers who are specialized in tending and growing the
cows. They are also involved in the process of collecting the milk from the cows and sending
them to the manufacturing units and factories present in the country. The manufacturing unit and
milk producing plants are also involved in collaborating with the machinery experts in order to
help the company in maintaining and installing new machines with updated technologies. This
allows the marketing and networking team of Amul manufacturing company to focus in their
specialization and achieve the goals (Jain 2016).

3MARKETING SYSTEM OF AMUL MILK COMPANY
The company s dedicated in working collaboratively with each of these network partners which
helps in improving the efficiency and increases the opportunities of the firm. This also helps the
firm in building a good relationship with the subsidiaries. This will help in improving the quality
of life and engagement with the company who are involved in all degrees of networking.
It has been found out that the Amul Milk and manufacturing plants in Australia supports their
relationship with the factories and units in India. This support will increase the sustainability of
the plants in Australia.
Assortments
A great product usually has its variants in order to engage its existing customers further
or have an option to choose a wider range of products. The marketing system of Amul Milk
Company which has been built over years of success treats their customers with three general
assortments that are Amul Chocolate Milk Bar, Amul Fresh milk cream and Amul Taaza
(Arvidsson 2017). Thes assortments are also produced I the manufacturing units of Amul Milk in
Australia where the raw milk is sent and processed through various types of stages and
modifications from production process to adding colors and chocolates till packaging. The
improved life of the products is a result of the impact of the customers and networking
communities from all sides. Australia is also known for its red cows which produces the best
quality of milk in the country (Shukla 2015). Due to the increase in the demand of milk and its
products in the country the volatility in the fragmented milk prices has also increased in many
areas of Australia.
With the increase in the demand of milk by the manufacturing units and plants in Australia, it has
turned in providing and creating job opportunities , support and education to the children. There

4MARKETING SYSTEM OF AMUL MILK COMPANY
are also various communities present in those parts of the country who are dedicated in providing
knowledge to the women which empowers the women in working with the leading milk
producing organizations like Amul Milk Company (CHANDNI 2015).
Amul has faced various challenges in the global arena. It is a well established company
with its commitments it has shown in the past. It is now the biggest milk producing industry in
the world. The company has created its product segmentation in such a way that there is an
ample scope of serving its customers with its products in the lower segments as well as in other
categories. The company is still expanding its market to reach their customers globally.

5MARKETING SYSTEM OF AMUL MILK COMPANY
References
Sethi, S., Tyagi, S.K. and Anurag, R.K., 2016. Plant-based milk alternatives an emerging
segment of functional beverages: a review. Journal of food science and technology, 53(9),
pp.3408-3423.
Mohan, G., Gupta, V., Raj, A. and Kaur, R., 2018. Consumer Acceptance of Camel Milk in
Emerging Economy. Journal of International Food & Agribusiness Marketing, pp.1-15.
Arvidsson, M., 2017. DIY Plant Milk: A Recipe-Manifesto and Method of Ethical Relations,
Care, and Resistance. Making Milk: The Past, Present and Future of Our Primary Food, p.247.
Shukla, S., 2015. A Comparative Analysis of Mother & Amul Dairy Products. Available at SSRN
2563552.
Jain, D., 2016. Inclusive Development in Agri-Commodity Value Chain: Role of Institutions and
Institutional Models.
CHANDNI, P., 2015. A STUDY ON THE AWARENESS, SATISFACTION AND
PROBLEMS OF HEALTH INSURANCE POLICY HOLDERS.